BEHAVIOR OF MOBILE COMMUNICATION DEVICES USERS’ STATISFACTION LEVEL
A Research Developed in Fulfilling the Course Completion of Managerial Data Analysis
by Daniel Vincent Hadikrisno December 2011 .
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and, to the best of my knowledge, contains no material previously published or written by another person.
Jakarta, 18th of December 2011
( Daniel Vincent Hadikrisno )
The main purpose of this research is to study the behavior of mobile communication device customers; what affects their decision in deciding to purchase and use a particular mobile communication device over the other. This is done by analyzing their statisfaction level towards their current mobile communication device based on factors that the writer have determined beforehand. The data are gathered using questionnaires that are distributed to young adults and adults who are currently using at least one of the three most popular mobile communication devices in Jakarta: Blackbery, iPhone, and Android. The data are then gathered and transformed into three different regression model, where test of significances can be taken towards them. The result is that the three mobile communication devices are each fulfilling a different specific need of the customers. These differences are actually their competitive advantage over their direct competitors. Therefore, should a new product would like to be released, make sure that it fulfills a specific custoemers’ need that have not been fulfilled by any existing product; or if its possible, consider to invent a new need for the customers.
TABLE OF CONTENTS
TABLE OF CONTENTS LIST OF TABLES CHAPTER I INTRODUCTION 1.1 1.2 1.3 1.4 1.5 OVERVIEW IDENTIFICATION OF PROBLEMS RESEARCH PURPOSE SIGNIFICANCE OF STUDY LIMITATIONS 4 5 6 6 6 7 7 7 8 8 9 9 11 11 11 12 13 15 18 22 27 27 28 28 28 29 29 30 31 31 31 33 34
CHAPTER II LITERATURE REVIEW 2.1 MULTIPLE REGRESSION MODEL 2.2 DUMMY VARIABLE 2.3 TEST OF SIGNIFICANCE CHAPTER III METHODOLOGY 3.1 3.2 3.3 3.4 3.5 3.6 3.7 TIME AND PLACE OF THE RESEARCH RESEARCH FRAMEWORK HYPOTHESES REGRESSION MODELS DATA GATHERING RESULTS DATA ANALYSIS RESULTS HYPOTHESIS TESTING
CHAPTER IV ANALYSIS AND DISCUSSION 4.1 ANALYSIS TOWARDS THE SIGNIFICANCE OF PRESTIGE OR STYLE 4.2 ANALYSIS TOWARDS THE SIGNIFICANCE OF PRICE 4.3 ANALYSIS TOWARDS THE SIGNIFICANCE OF SELECTION OF APPLICATIONS AND ENTERTAINMENT 4.4 ANALYSIS TOWARDS THE SIGNIFICANCE OF MESSENGER FEATURE 4.5 ANALYSIS TOWARDS THE SIGNIFICANCE OF INFLUENCE OF USERS’ SOCIETY 4.6 ANALYSIS TOWARDS THE SIGNIFICANCE OF DEGREE OF SECURITY AND SAFE CONTENTS 4.7 TECHNICAL QUALITIES CHAPTER V CONCLUSION AND RECOMMENDATION 5.1 CONCLUSION 5.2 RECCOMENDATION REFERENCES APPENDIX
LIST OF TABLES
TABEL 1 - SUMMARY OF RAW DATA GATHERED TABEL 2 - BLACKBERRY DATA REGRESSION SUMMARY TABEL 3 - IPHONE DATA REGRESSION SUMMARY TABEL 4 - ANDROID DATA REGRESSION SUMMARY TABEL 5 - DATA ANALYSIS SUMMARY
17 18 19 20 27
CHAPTER I INTRODUCTION
Technology has been advancing so rapidly in the past 20 years, and as one of its direct consequences, mobile communication devices evolve in an unprecedented speed as well. 20 years ago mobile phones can only be used to make calls, send SMS texts, and some simple gaming and calendar feature. Now, mobile phones can also be used to browse the internet, play complex games, open digital documents, and run many applications that can only be opened by a computer before. As the result, people are getting more and more depended on their mobile communication devices to live their lives. Looking at this big opportunity, many companies decided to compete in the market to sell mobile communication devices; either they try to make mobile communication device with the most cutting-edge technology, or the economic one, or even the one that looks just nice and trendy when people use it. Three of the strongest...
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