Art, freedom and creativity will change society faster than politics
2. Good Plan
Do not give up just because it failed at the first opportunuty.
Something precious you will not have it easily. Keep trying!
3. Words
Learn the words to change your language and you will change the world.
4. Food
One should eat to live, not live to eat.
5. Quest
A wise man can learn more from a foolish question
than a fool can learn from a wise answer.
6. Peace
If we have no peace, it is because we have forgotten
than we belong to each other.
7. Love
Love not only a word but action.
8. Enter
You have change your life if you still in comfort zone.
Change it and entering the new world.
9. Book
Think before you speak, read before you think.
10. Mr & Mrs
The greatest key a woman needs.
To keep the door of her husband's heart open is respect.
Sabtu, 15 April 2017
Bunga Putri Juwita/11213819/4EA05 partner Dea Yulia Kristy
Profile an entrepreneur
Name : Ali Muharam
Place
and date of birth : Tasikmalaya, September, 26 1985
Education : Smpn 3 Tasikmalaya,
Sman 3 Tasikmalaya, University Mercu Buana, Bina Nusantara University
Business
name : Macaroni Ngehe
The
establishment of business : 10 march 2013
The results of the interviews the
branch Depok
Interviewer : How do you starting a business macaroni
ngehe this ?
Informant : I think after graduated from college i want to
creating jobs and makes a business so my life more advanced
Interviewer : How do the idea that you get so that can
build business macaroni ngehe this ?
Informant : I was inspired by macaroni often made my mother lebaran,
when neighbors visit my house much like macaroni my mother make.Keep my mom
says try we are instinct business, maybe we can make merchandise is probably we
can have popular finally i try and i want to make my mother proud.
Interviewer : Why you call business macaroni you with
macaroni ngehe ?
Informant : Started from vexation with live experience i would ever
experienced. My life is so ngehe first , when i moved to jakarta i had to work
in warteg potong-potong vegetables for Rp .5000. I also never felt have no
residence . And ngehe derived said.
Interviewer : What vision, mission, and your motivation in running a
business macaroni ngehe this?
Informant : I certainly was give priority to comfort employees .The
want more than work , hence applied family bussines .My motivation so i wo not
go back to the past my ngehe that and i am likely to hardwork and
smartwork
Interviewer : How your initial capital to establish business macaroni ngehe
this ?
Informant : Initial capital rp me that .20.000.000
Interviewer : How did you get the initial capital ?
Informant : The initial capital i borrow to a friend , so that capital
minus Rp .20.000.000 , - because i correct no money at the time , but i want to
challenge safety i .
Interviewer : How long have you been running a
business macaroni ngehe this?
Informant : More or less already 4 years beginning
in 2013.
Interviewer : Who market targets in an effort to macaroni
ngehe this?
Informant :
Anyone can be consumers macaroni ngehe but more subacid is young people.
Interviewer : What separates macaroni ngehe with
macaroni another ?
Informant : Here we give freedom to any consumers to choose the
kepedasannya appropriate tastes .
Interviewer : What your expectations for business
macaroni ngehe this time to come?
Informant : The plan wanted to open up some new branches and i would
like to arrange starategi closer to the employee empowerment i .I 've been
striving for employees i am not there the load in work and get his heart glad
so in serving consumers also that they are pleased .
Name : Bunga Putri Juwita
NPM : 11213819
Class : 4EA05
Sometimes in the business world were we who rely on parents legacy business nor their businesses from scratch after college graduate. But i do not have inherited the business from parents, so that should feel struggle open a business from scratch.
As the start i would build small business medium enterprises with confidence and spirit that i would be a successful businessman. I love the food, hence i want to lift the snack food as healthy indonesia effort which i would wake up.
One of them is vegetable spinach. I choose the vegetable spinach because spinach is already known by many people. Besides spinach rich in vitamin A and K and also containing various the womb nutrients needed by the body.
Vegetables spinach this will i make being flaky and can be enjoyed with various choice as original taste, cheese, corn fuel, balado etc. And i will make packaging that is new insights on this traditional foods with packaging that is good so that can be eaten anywhere and anytime.
At an affordable price and unique because of this with food, i would also like to alert people that chips this spinach it was not inferior to foreign snacks which has been circulating.
Hopefully the community could receive healthy snacks indonesia this so that i can develop food this is far more manner of. And i also wanted to open up healthy cafe with its main ingredient is spinach.
NAMA : BUNGA PUTRI JUWITA
KELAS : 3EA05
NPM : 11213819
Lenteng Agung Macet, Salah Siapa?
Lalu Lintas pertigaan Jagakarsa dengan Lenteng Agung sore hari
Pengendara sepeda motor yang menumpuk di Jakarta semakin banyak.Di Lenteng Agung misalnya, banyak sekali tumpukan kendaraan yang melintas untuk pergi atau pulang.
Dari atas jembatan penyebrangan di pertigaan Jagakarsa dan Lenteng Agung sudah sangat terlihat jelas menumpuknya kendaraan dari segala sisi. Dari banyaknya kendaraan disana yang menumpuk bukan hanya sepeda motor, tetapi banyak Angkutan Ummum(angkot) yang minggirsembarangan.
Para pengemudi angkot ini sangat membuat padatnya lalu lintas yang sudah menumpuk semakin menumpuk. banyaknya penumpang dari pasar dekat sana menjadi salah satu alasan para supir angkot ini.
Para polisi di sana kebanyakan hanya berjaga dan menertibkan jalan sesudah pasar yang sudah jelas-jelas sepi kendaraan. untuk menertibkan jalan sudah salah sekali polisi bila menertibkan sesudah pasar.
Sudah macet, banyak juga para pengguna jalan yang lalu-lalang untuk menyebrang padahal sudah ada jembatan penyebrangan untuk menyebrang.Jadi, bukan hanya menumpuknya kendaraan tapi para pengguna jalan yang juga tidak memanfaatkan fasilitas yang telah diberikan.
Dikutip dari seputarUP.wordpress.com (Ario Wibisono)
FAKTOR-FAKTOR
YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK HOUSE OF HARUMI DI
SURAKARTA
Fransisca
Harumi Pardamean
Y.
Djoko Suseno
Salah
satu usaha yang memiliki per- saingan yang sangat ketat saat ini adalah
bisnis di bidang kuliner, di mana pada saat ini dunia kuliner menjadi salah
satu trend di kalangan masyarakat dan meru- pakan kebutuhan manusia yang
paling utama. Usaha di bidang kuliner pun ba- nyak yang bermunculan, sehingga
mem- buat persaingan di dunia kuliner semakin tinggi, dan para pengusaha pada
akhirnya
dituntut
untuk menentukan perencanaan strategi pemasaran yang akan digunakan- nya
untuk menghadapi persaingan yang ada saat ini.
Ruang
Lingkup, Populasi dan SampelPenelitian dilakukan pada konsumen House of Harumi yang berada di
wilayah Surakarta. Populasi House of Harumi tahun 2015 sebanyak 150 orang.
Sampel diambil berdasarkan tabel Cohen dan Morrison sebanyak 108 orang dengan
menggunakan teknik accidental sampling.
Hasil
analisis data diperoleh semua data yang didapat dari kuesioner adalah data
yang diperoleh adalah valid dan reliabel, tidak ada data multikolinearitas;
tidak
terjadi heteroskedastisitas; tidak terjadi autokorelasi dan masing-masing
variabel terdistribusi secara normal. Untuk variabel yang berpengaruh
signifikan terhadap keputusan pembelian produk House of Harumi hanya terjadi
pada variabel kualitas produk, harga, promosi, kualitas pelayanan, dan minat
beli. Se- dangkan untuk variabel saluran distribusi, kemenarikan posting
pesan, reputasi dan kepercayaan tidak berpengaruh secara signifikan terhadap
keputusan pembelian produk House of Harumi. Variabel yang berpengaruh dominan
dalam penelitian ini adalah kualitas produk, sedangkan untuk variabel yang
signifikan negatif adalah harga.
2.
MENGANALISA
FAKTOR YANG MEMPENGARUHI
PERILAKU
KONSUMEN DALAM MEMBELI HELM MEREK INK
Ryzan
Purwa Indrayana
Tujuan
yang hendak dicapai dalam penelitian ini adalah untuk menganalisis pengaruh
faktor merek, faktor harga, faktor fitur, dan faktor kualitas terhadap
perilaku konsumen dalam membeli helm merek INK. Dan untuk menganalisis
variabel yang paling dominan terhadap perilaku konsumen dalam membeli helm
merek INK. Populasi dalam penelitian ini adalah seluruh mahasiswa FE UMS yang
memiliki helm merek INK. Dengan jumlah sampel 100 responden pemakai helm
merek INK.
Metode
analisis data menggunakan analisis regresi linear berganda. Berdasarkan hasil
penelitian diketahui bahwa variabel merek, harga, fitur dan kualitas
mempunyai pengaruh yang signifikan terhadap perilaku konsumen dalam membeli
helm merek INK.
Variabel
fitur mempunyai pengaruh yang paling dominan terhadap perilaku konsumen dalam
membeli helm merek INK. Sebesar 74,9% variasi perubahan terhadap perilaku
konsumen dalam membeli helm merek INK dijelaskan oleh variasi perubahan
faktor-faktor merek, harga, fitur, dan kualitas. Sementara sisanya sebesar
25,1% diterangkan oleh faktor lain diluar keempat variabel di atas yang tidak
ikut terobservasi dalam penelitian ini.
3.
PENGARUH
SIKAP KONSUMEN DAN NORMA SUBYEKTIF TERHADAP NIAT BELI MOBIL TOYOTA AGYADI KOTA DENPASAR
Roselina
Ni Putu Novia Mandasari
I
Nyoman Nurcaya
Niat
beli dipengaruhi oleh faktor internal maupun faktor eksternal (lingkungan
sosial). Sikap konsumen termasuk faktor internal dan norma subyektif
(pengaruh orang lain) merupakan faktor eksternal. Sikap konsumen dibentuk
oleh keyakinan terhadap atribut obyek dan evaluasi atribut untuk mengukur
manfaat yang ingin dirasakan konsumen. Sedangkan norma subyektif dalam
pembelian dibentuk oleh keyakinan terhadap pendapat orang lain dan motivasi
untuk mengikuti pendapat orang lain.
Penelitian
ini dilakukan di Kota Denpasar. Jumlah sampel yang diambil sebanyak 100 orang
pengusaha kecil dan menengah dengan metode non- probability sampling,
khususnya purposive sampling. Data dikumpulkan menggunakan kuesioner. Teknik
analisis dalam penelitian ini regresi linear berganda.
Berdasarkan
hasil analisis ditemukan bahwa sikap terhadap atribut Mobil Toyota Agya
berpengaruh signifikan terhadap niat beli Mobil Toyota Agya. Hal ini
menunjukkan bahwa semakin baik sikap terhadap atribut seperti desain mobil,
citra merek atau brand, harga, dan pilihan warna akan meningkatkan niat beli.
Demikian pula norma subyektif berpengaruh signifikan terhadap niat beli Mobil
Toyota Agya. Hal ini menunjukkan semakin besar norma subyektif (pengaruh
orang lain) seperti pengaruh atau pendapat orang tua, teman dekat dan rekan
bisnis dalam sebuah pembelian juga akan meningkatkan niat beli.
Integrating
multiplicative preference relations in a multipurpose decision-making model
based on fuzzy preference relations
F. Chiclana, F.
Herrera ∗, E. Herrera-Viedma
Department of Computer Science and
Arti cial Intelligence, University of Granada, 18071 –Granada, Spain
Received 23 July
1998; received in revised form 8 October 1999; accepted 8 December 1999
Abstract
The aim of this paper is to study
the integration of multiplicative preference relation as a preference
representation structure in fuzzy multipurpose decision-makingproblems.
Assumingfuzzy multipurpose decision-makingproblems under di4erent preference
representation structures (ordering, utilities and fuzzy preference relations)
and using the fuzzy preference relations as uniform representation elements,
the multiplicative preference relations are incorporated in the decision
problem by means of a transformation function between multiplicative and fuzzy
preference relations. A consistency study of this transformation function,
which demonstrates that it does not change the informative content of
multiplicative preference relation, is shown. As a consequence, a selection
process based on fuzzy majority for multipurpose decision-makingproblems under
multiplicative preference relations is presented. To design it, an aggregation
operator of information, called ordered weighted geometric operator, is
introduced, and two choice degrees, the quanti7er-guided dominance degree and
the quanti7er-guided non-dominance degree, are de7ned for multiplicative
preference relations. c 2001 Elsevier Science B.V. All rights reserved.
Decision
makingin situations with multiple criteria and=or persons is a prominent area
of research in normative decision theory. This topic has been widely studied
[2,8,11,21,23]. We do not distinguish between “persons” and “criteria”, and
interpret the decision process in the fuzzy framework of mul-tipurpose
decision-making(MPDM) [4], assuming that the fuzzy property of human decisions
can be satisfactorily modeled by fuzzy sets theory as in [8,11,13,14]. In an
MPDM problem, we have a set of alternatives to be analyzed accordingto di4erent
purposes in order to select the best one(s). For each purpose a set of
evaluations about the alternatives is known. Then, a classical choice scheme
for an MPDM problem follows two steps before it achieves a 7nal decision
[4,6,19]: “aggregation” and “exploitation”. The aggregation phase de7nes an
(outranking) relation which indicates the global preference between every
ordered pair of alternatives, takinginto consideration the di4erent purposes.
The exploitation phase transforms the global information about the alternatives
into a global rankingof them. This can be done in di4erent ways, the most
common one beingthe use of a ranking method to obtain a score function [18]. In
[4], we consider MPDM problems where, for each purpose (expert or criterion),
the information about the alternatives could be supplied in di4erent ways. With
a view to build a more Iexible framework and to give more freedom degree to
represent the evaluations, we assumed that they could be provided in any of
these three ways: (i) as a preference ordering of the alternatives, (ii) as a
fuzzy preference relation and (iii) as a utility function. There we presented a
decision process to deal with this decision situation which, before applyingthe
classical choice scheme, made the information uniform, usingfuzzy preference
relations as the main element of the uniform representation of the evaluations,
and then obtained the solution by means of a selection process based on the
concept of fuzzy majority [10] and on the Ordered Weighted Averaging (OWA)
operator [30]. In this paper, we increase the Iexibility degree of our decision
model proposed in [4]. We give a new possibility for representingthe evalutions
about the alternatives, i.e., to use multiplicative preference relations. This
representation structure of evaluations has been widely used (see
[9,20–22,27,29]). In [20,21] Saaty designed a choice scheme, called Analytic
Hierarchy Process (AHP), for dealingwith decision problems where the
evaluations about the alternatives are provided by means of the multiplicative
preference relations. We incorporate the multiplicative preference relations in
our decision model presentinga transformation mechanism between multiplicative
and fuzzy preference relations and analyzingits consistency. Then, as a
consequence, we propose an alternative choice scheme to the classical one
designed by Saaty. Followingour selection process given in [4], we design a new
choice scheme using the concept of fuzzy majority and a new aggregation
operator, called ordered weighted geometric (OWG) operator. In order to do
this, the paper is set out as follows. The MPDM problem under four evaluation
structures is presented in Section 2. A transformation mechanism between
multiplicative and fuzzy preference relations is proposed in Section 3. Section
4 is devoted to presentingthe OWG operator and to design the new scheme choice
for dealingwith decision problems under multiplicative preference relations. In
Section 5 some concludingremarks are pointed out. Finally, the fuzzy majority
concept and the OWA operator are presented in Appendix A.
2. A multiplicative selection model based
on fuzzy majority
In
the AHP it is assumed that we have a set of m + 1 individual multiplicative
preference relations, {A1; A2;:::;Am; B}; where B is the importance matrix.
Followingthe scheme of the selection process given in Section 2, we present a
selection process based on fuzzy majority to choose the best alternatives from
multiplicative preference relations. With a view to design it, we introduce a
new aggregation operator guided by fuzzy majority in Section 4.1. In the
following subsections we show how to apply this aggregation operator to solve
the MPDM problem under multiplicative preference relations representingthe
experts’ preferences. 4.1. The ordered weighted geometric operator If we have a
set of m multiplicative preference relations, {A1; A2;:::;Am}; to be
aggregated, normally, the collective multiplicative preference relation, Ac ,
which expresses the opinion of the group, is derived by means of the geometric
mean, i.e., Ac = [ac ij]; ac ij = m k=1 (ak ij) 1=m: In this context, we can
de7ne the ordered weighted geometric (OWG) operator, which provides a family of
aggregators having the “and” operator at one extreme, the “or” operator at the
other extreme, and the geometric mean as a particular case. The (OWG) operator
is based on the OWA operator [30] and on the geometric mean, therefore, it is a
special case of OWA operator. It is applied in our selection process to
calculate a collective multiplicative preference relation and the
quanti7er-guided dominance and non-dominance choice degrees from multiplicative
preference relations.
3. Concluding remarks
In
this paper, we have studied how to integrate the multiplicative preference
relations in fuzzy MPDM models under di4erent preference representation
structures (orderings, utilities and fuzzy preference relations). We have given
a consistent method using the fuzzy preference relations as uniform
representation element. This study together with our fuzzy MPDM model presented
in [4] provides a more Iexible framework to manage di4erent structures of
preferences, constitutingan approximate decision model to real decision
situations with experts of di4erent knowledge areas. Later, we have provided an
alternative choice process to the classical AHP for dealingwith MPDM problems
under multiplicative preference relations. The aim of the multiplicative
selection model is that it is based on fuzzy majority represented by a fuzzy
linguistic quanti7er. Futhermore, to design it, we have introduced a new
aggregation operator based on the OWA operators to aggregate multiplicative
preference relations, and have extended quanti7er-guided dominance and
non-dominance degrees to act with multiplicative preference relations.
A.Appendix: Fuzzy majority and OWA operator
The majority is traditionally
de7ned as a threshold number of individuals. Fuzzy majority is a soft majority
concept expressed by a fuzzy quanti7er, which is manipulated via a fuzzy
logic-based calculus of linguistically quanti7ed propositions. In this appendix
we present the fuzzy quanti7ers, used for representingthe fuzzy majority, and
the OWA operators, used for aggregating information. The OWA operator reIects
the fuzzy majority calculatingits weights by means of the fuzzy quanti7ers.
A.1. Fuzzy majority Quanti7ers can be used to represent the amount of items
satisfying a given predicate. Classic logic is restricted to the use of the two
quanti7ers, there exists and for all, that are closely related, respectively,
to the or and and connectives. Human discourse is much richer and more diverse
in its quanti7ers, e.g. about 5, almost all, a few, many, most, as many as
possible, nearly half, at least half. In an attempt to bridge the gap between
formal systems and natural discourse and, in turn, to provide a more Iexible
knowledge representation tool, Zadeh introduced the concept of fuzzy quanti7ers
[31]. Zadeh suggested that the semantic of a fuzzy quanti7er can be captured by
usingfuzzy subsets for its representation. He distinguished between two types
of fuzzy quanti7ers, absolute and relative. Absolute quanti7ers are used to
represent amounts that are absolute in nature such as about 2 or more than 5.
These absolute linguistic quanti7ers are closely related to the concept of the
count or number of elements. He
Pk (xi; xj) = pk ij denotes the preference degree or intensity of the
alternative xi over xj [10,12,14,25]: pk ij = 1 2 indicates indi4erence between
xi and xj, pk ij = 1 indicates that xi is absolutely preferred to xj, and pk
ij¿1 2 indicates that xi is preferred to xj. In this case, the preference
matrix, Pk , is assumed additive reciprocal, i.e., by de7nition [17,25] pk ij+
pk ji = 1 and pk ii = 1 2 . de7ned these quanti7ers as fuzzy subsets of the
nonnegative real numbers, R+. In this approach, an absolute quanti7er can be
represented by a fuzzy subset Q, such that for any r ∈ R+ the
membership degree of r in Q, Q(r), indicates the degree to which the amount r
is compatible with the quanti7er represented by Q. Relative quanti7ers, such as
most, at least half, can be represented by fuzzy subsets of the unit interval,
[0,1]. For any r ∈[0; 1], Q(r) indicates the degree to which the
proportion r is compatible with the meaning of the quanti7er it represents. Any
quanti7er of natural language can be represented as a relative quanti7er or
given the cardinality of the elements considered, as an absolute quanti7er.
Functionally, fuzzy quanti- 7ers are usually of one of three types, increasing,
decreasing, and unimodal. An increasing-type quanti7er is characterized by the
relationship Q(r1)¿Q(r2) if r1¿r2.
The OWA operators 7ll the gap between
the operators Min and Max. It can be immediately veri- 7ed that OWA operators
are commutative, increasing monotonous and idempotent, but in general not
associative. A natural question in the de7nition of the OWA operator is how to
obtain the associated weighting vector. In [30], Yager proposed two ways to
obtain it. The 7rst approach is to use some kind of learning mechanism
usingsome sample data; and the second approach is to try to give some semantics
or meaning to the weights. The 7nal possibility has allowed multiple
applications on areas of fuzzy and multi-valued logics, evidence theory, design
of fuzzy controllers, and the quanti7er-guided aggregations. We are interested
in the area of quanti7er-guided aggregations. Our idea is to calculate weights
for the aggregation operations (made by means of the OWA operator)
usinglinguistic quanti7ers that represent the concept of fuzzy majority. In
[30], Yager suggested an interestingway to compute the weights of the OWA
aggregation operator using fuzzy quanti7ers, which, in the case of a
non-decreasingrelative quanti7er Q, is given by the expression.
References
[1] J. AczSel, Lectures on
Functional Equations and Their Applications, Academic Press, New York, 1966
[2] K.J. Arrow, Social Choice and
Individual Values, Wiley, New York, 1963
[3] F. Chiclana, F. Herrera, E.
Herrera-Viedma, Preference relations as the information representation base in
multi-person decision making, Proc. of 6th Int. Conf. on Information
Processingand Management of Uncertainly in Knowledge-Based Systems, Granada
(1996) pp. 459 – 464.
[4] F. Chiclana, F. Herrera, E.
Herrera-Viedma, Integrating three representation models in fuzzy multipurpose
decision making based on fuzzy preference relations, Fuzzy Sets and Systems 97
(1998) 33–48.
[5] F. Chiclana, F. Herrera, E.
Herrera-Viedma, On the consistency of a general multipurpose decision making
integrating di4erent preference structures, Fuzzy Sets and Systems (2000), to
appear.
[6] F. Chiclana, F. Herrera, E.
Herrera-Viedma, M.C. Poyatos, A clasi7cation method of alternatives for
multiple preference orderingcriteria based on fuzzy majority, J. Fuzzy Math. 4
(1996) 801–813.
[7] B. De Baets, B. Van De Walle,
E. Kerre, Fuzzy preference structures without incomparability, Fuzzy Sets and
Systems 76 (1995) 333–348.
[8] J. Fodor, M. Roubens, Fuzzy
Preference Modellingand Multicriteria Decision Support, Kluwer Academic
Publishers, Dordrecht, 1994.
[9] B.L. Golden, E.A. Wasil, P.T.
Hacker, The Analytic Hierarchy Process, Applications and Studies, Springer,
Berlin, 1989.
[10] J. Kacprzyk, Group decision
makingwith a fuzzy linguistic majority, Fuzzy Sets and Systems 18 (1986)
105–118.
[11] J. Kacprzyk, M. Fedrizzi,
Multiperson Decision Making Models UsingFuzzy Sets and Possibility Theory,
Kluwer Academic Publishers, Dordrecht, 1990.
[12] J. Kacprzyk, M. Roubens,
Non-Conventional Preference Relations in Decision Making, Springer, Berlin,
1988.
[13] R.D. Luce, P. Suppes,
Preferences, utility and subject probability, in: R.D. Luce, et al., (Eds.),
Handbook of Mathematical Psychology, Vol. III, Wiley, New York, 1965, pp.
249–410
[14] T. Tanino, On group decision
making under fuzzy preferences, in: J. Kacprzyk, M. Fedrizzi (Eds.),
Multiperson Decision MakingUsingFuzzy Sets and Possibility Theory, Kluwer
Academic Publishers, Dordrecht, 1990, pp. 172–185.
Latar
belakang Model proses pengambilan keputusan
Beberapa atribut
pengambilan keputusan masalah yang dihadapi dalam berbagai situasi di mana
sejumlah alternatif dan tindakan atau calon harus dipilih berdasarkan satu set
atribut. Ketika kita mempertimbangkan satu set diskrit alternatif digambarkan
oleh beberapa atribut, ada tiga jenis analisis yang dapat dilakukan untuk memberikan
dukungan yang signifikan untuk pengambil keputusan:
• Pastikan bahwa pembuat keputusan
mengikuti "rasional" perilaku (pilihan normatif) - Fungsi nilai,
teori utilitas, jarak ke ideal.
• Berikan beberapa saran berdasarkan
akal (tapi tidak terbantahkan) aturan – Perancis Sekolah.
• Cari solusi yang lebih disukai dari
keputusan hipotesis parsial - metode interaktif. Analisis pengambilan keputusan
disiplin muncul, setelah ada nama hanya sejak Howard (1966). Sangat menarik
untuk merenungkan pandangan dari tiga pendiri analisis, karena setiap (; Keeney
dan Raiffa 1976 Howard, 1966) pengambilan keputusan. Membandingkan alternatif
adalah kunci untuk membuat keputusan. Namun, dalam kasus yang bertentangan alternatif,
pembuat keputusan juga harus mempertimbangkan data tidak tepat atau ambigu, yang
adalah norma dalam jenis masalah pengambilan keputusan.
Metode
Model proses pengambilan keputusan
Multi-atribut
metode pengambilan keputusan yang rawan dengan informasi tepat ditentukan. Salah
satu metode tersebut adalah metode COPRAS.
3.1. Metode COPRAS umum
1. Pemilihan set yang tersedia atribut
yang paling penting, yang menggambarkan alternatif.
2. Mempersiapkan dari pengambilan
keputusan matriks X
4. Normalisasi dari? X matriks
pengambilan keputusan. Nilai-nilai normalisasi ini
Matriks
5. Perhitungan tertimbang dinormalisasi
pengambilan keputusan matriks? X. tertimbang
nilai normal xji
6. Menghitung jumlah Pj dari nilai-nilai
atribut, yang nilainya lebih besar
7. Menghitung jumlah Rj nilai atribut,
yang nilainya lebih kecil
8. Menentukan nilai minimal Rj
9. Menghitung bobot masing-masing Qj
alternatif
10. Menentukan kriteria optimalitas K
11. Menentukan prioritas proyek.
Kesimpulan
Model proses pengambilan keputusan
Dalam kehidupan
nyata pemodelan multi-atribut masalah penilaian multi-alternatif atribut
nilai-nilai, yang berkaitan dengan masa depan, dapat diungkapkan dalam
interval. COPRAS-G baru saja metode yang dikembangkan untuk penilaian
alternatif oleh multipleattribute nilai-nilai yang ditentukan dalam interval.
Pendekatan ini dimaksudkan untuk mendukung proses pengambilan keputusan dan
meningkatkan efisiensi proses penyelesaian. Metode COPRAS-G dapat diterapkan
untuk solusi dari berbagai multiattribute diskrit masalah penilaian dalam
konstruksi.
“Market Segmentation
and Its Impact on Customer Satisfaction with Especial Reference to Commercial
Bank of Ceylon PLC”
Puwanenthiren
Premkanth
Abstract - In this competitive
commercial world, an organization has to satisfy the needs and wants of the
customers, and has to attract new customers, and hence enhance their business.
Customer value is considered as a control element for all business strategies.
Therefore, every organization has to emphasize on customer satisfaction. As far
as the banks are concerned this phenomenon is very prominent .To carry out this
research, defined the Hypotheses as “The Market Segmentation highly positive
impact on customer Satisfaction”. The Customer satisfaction with Market Segment
has higher positive correlation 0.726. This means that high level of four
market segment leads to highly increase in the customer satisfaction. This
Co-efficient of determination 0.526 that the customer satisfaction in accounted
for by market segment. In this connection hypothesis is accepted.That is market
segments and marketing mix has strong impact on customer satisfaction. Keywords
: Market Segmentation, Customer Satisfaction, Commercial bank.
1.INTRODUCTION
Having multi
perspective on a concept is a power full source to capitalize the knowledge on
a particular concept. According to that the concept of market segmentation will
be illustrated in the following manner. “Market segmentation is no accident,
but a result of careful planning and execution.” Through above phrase we can
smell an initial idea about what is meant by the term Market segmentation.
There are so much of strategies and techniques are available for an
entrepreneur to segment the market. But this research concentrates on how to
tune the market segmentation in ensuring achieving the efficient customer
satisfaction. So that research topic falls into marketing field. In growing
competitive world marketing plays a vital role in every business firm. Any
firms in any industry realized that marketing management is an essential part
in their business success. A well prepared counter argument is also believed by
lot expert against to previous one. Marketing is not a magic tool which means a
firm which produces worst goods can’t become as a market leader by using
effective market segmetation. The firstrequirement for market segmentation is
particular product or service should read the consumers’ pulse then meeting or
exceeding the consumer expectation, then only marketing may play any role in
market segmentation.
2.LITERATURE REVIEW
The paper of W. Boyd et al. (1994) the results of the study reveal that
reputation, interest charged on loans, and interest on savings accounts are
viewed as having more importance than other criteria such as friendliness of
employees, modern facilities, and drivein-service. A study by Clarkson et al.
(1990), suggests that the characteristics and financial service requirements of
consumers vary with age, and that these differences could be used in developing
marketing strategies for such services. Marla Royne Stafford (1996) stated that
demographics continue to be one of the most popular and well-accepted bases for
segmenting markets and customers. Even if others types of segmentation
variables are used a marketer must know and understand demographics to assess
the size, reach and efficiency of the market. The general conclusion of this
study is that there is a significant relationship between demographics
characteristics the service quality perception. However, for income the test
statistic was not significant. The psychographic segmentation, in the
literature, has been extensively researched. For example Beckett et al. (2000)
presents and develops a model through which attends to articulate and classify
consumer behaviour in the purchasing a range of financial products and
services. Using and placing the two principal factors that motivate and
determine individual contracting choices, namely involvement and uncertainty,
on to a simple continuum running from high to low it is possible to construct a
two-dimensional matrix of consumer behavior. Harrison (1994) concludes that the
traditional segmentation variables of age, stage in the family life H cycle and
social class have provided little insight into the financial services customer
behavior. In order to take full advantage of the factors which could affect
take-up and usage of financial services, Harrison develops a multidimensional
model. The analysis has suggested four customer segments for financial services
on the basis of customers’ own perceived knowledge, confidence and interest in
financial maturity, defined by the type and complexity of financial services
currently in use. Each of the four segments is distinct in terms of the
financial objectives exhibited, motivations for financial services usages and
attitudes and behaviour towards financial services. Machauer and Morgner (2001)
prefer segmentation by expected benefits and attitudes could enhance a bank’s
ability to address the conflict between individual service and cost-saving standardization.
Using cluster analysis, segments were formed based on combinations of customer
ratings for different attitudinal dimensions and benefits of bank services. The
clusters generated in this way were superior in their homogeneity and profile
to customer segments gained by referring to demographic differences. Booms and
Bitner (1981) suggested 7Ps mix which extended the traditional 4Ps which
including 3Ps: Participants, Physical Evidence and process. The 7Ps of
marketing mix have been conducted by some researchers in marketing fields
(e.g., Low and Tan, 1995; Pheng and Ming, 1997; Melewar and saunder, 2000).
Nagar and Rajan (2005) studied the impact of satisfaction and other operational
factors utilizing crosssectional data on US retail banks. Despite its
importance to the banking industry, limited researches that consider customer
requirements and service elements together have been conducted even though
considerable researches have been done on service sector (Bolton and Drew,
1991; Parasuraman et al., 1988). Garwin (1988) did a research that considers
customer requirements and service product quality separately. A number of
models and views have been developed to identify the determinants of retail
customer satisfaction in banking industry. Kearsley (1985) in his article
discussed the types and uses of computerbased training (CBT) in bank training
to achieve better customer satisfaction. Rust and Zahorik (1993) provided a
mathematical framework for assessing the value of customer satisfaction. The framework
enables managers to determine which customer satisfaction elements have the
greatest impact, and how much money should be spent to improve particular
customer satisfaction elements. They demonstrated the application of
theirapproach in a pilot study of a retail banking market. Athanassopoulos
(2000) performed a complete survey on customer satisfaction in retail banking
services in Greece. The study proposed an instrument of customer satisfaction
that contains service quality and other attributes. The performance
implications of the customer satisfaction instrument are also explored. Manrai
L. A. and Manrai A. K. (2007) developed and tested some hypotheses regarding
the between customer satisfaction and bank service switching behavior as it is
mediated by the importance of a particular bank service to a particular
customer and by the nature of competitive offerings for different types of
banking services available from other banks. Gil et al. (2007), in their
research exhibited that services encountered directly and significantly affect
perceived service value which is the final antecedent to customer satisfaction
in banking industry. In the call center industry the empirical research for
SERVQUAL model appears to be scarce. Warrenet.al. (2002) conducted a research
to assess a case call center using SERVQUAL model. They found that as a
customer never comes into contact with the physical appearance of a call
center, the area covered by the tangibles criteria does not apply. Via the
telephone, the only dimension of “tangible” contact is customer service
representative’s (CSR) voice, which is extremely important in any encounter
with a customer through telephone. It is not possible for the customer to
evaluate the service level but the customer has to interact with other
criteria. Responsiveness, reliability, assurance and empathy are all
transmitted by CSR’s voice and are dependent on CSR’s communication skills In
another research, Upal M. (2008)30 applied SERVQUAL approach in evaluating
customer satisfaction in telecommunication industry in Bangladesh. The
traditional SERVQUAL five dimension model was adjusted into four dimension
model. These dimensions are responsiveness, assurance, communication and
discipline. The research showed that call center agents are vital to the
success of any call center. Satisfied employees reinforce customer
satisfaction, which in turn reinforced employee satisfaction. In addition to
that, customers’ education in the service delivery process contributes to their
satisfaction. Managerial orientation also is one of the major forces that drive
customer satisfaction. Beckett et al. (2000) draw tentative conclusions as to
why consumers appear to remain loyal to the same financial provider, even
though in many instances they hold less favourable views toward these service
providers. For example, many consumers appear to perceive little
differentiation between financial providers, making any change essentially
worthless. Secondly, consumers appear to be motivated by convenience or inertia.
Finally, consumers associate changing banks with high switching costs in terms
of the potential sacrifice and effort involved. Market segmentation and
customer satisfaction have been largely affected by banks’ massive involvement
in technological banking activities (Keeton, 2001). De Young (1999) found that
some consumers willing to pay high service charge since they are receiving
e-banking services at the next foot step, however, some people still want to
see banks are reducing fees/ charges where they believe in personalized
attention instead of large technological investment, which may increase cost
Studies on satisfaction of the customers in financial service sectors have been
well known among the academicians since the mid of 80s’. Parasuraman et al.
(1988) opened a new window of research in service quality by establishing
SERVQUAL model. Their model has been replicated in many countries with
multidimensional sectors, and found close to a big success. Since, customer
satisfaction has close relationship with customer retention especially in
markets that are highly competitive and saturated like financial services
(Lopez et al. 2007); it is necessary to continuously monitor changes in
satisfaction among different segments of customers.
3.OBJECTIVES
This research is conducted with the intention of following objectives. · To evaluate how far bank
follow the concept of market segmentation ·
To analysis the market segmentation in Commercial Bank of Ceylon Plc · To analyze what are they
relationship between market segmentation & market mix and customer
satisfaction in Commercial Bank of Ceylon Plc.
4.HYPOTESESS
All activities of Commercial Bank of Ceylon Plc are Mainly providing
services to its customers and by this it try to earn profit. This research work
based on the servuices provided by the Commercial Bank Ceylon Plc. So,
Hypothesis of any research spells that
H1 : The
Market Segmentation highly positive impact on customer Satisfaction
5.METHODOLOGY
To produce the above mentioned research objective, the data for this
study was gathered from the Size of the sample is a one of the important
determinants in measuring validity of the research customer satisfaction
started warily came in the study done by Snow et al. (1996). This study
concluded that there were clear differences in the service’s expectations for
retail banks in Canada among different ethnic groups. Research continues with
Furrer et al. (2000), which reported relationship between segmented customers
based on cultural background and their satisfaction. They also developed a
Cultural Service Quality Index (CSQI) and established multicultural market
segmentation.
6.RESULTS
AND DISCUSSION
a)Customers
Ideas about Commercial Bank of Celon Pl’s Market Segmentation.
According
to the below tabulation 3% of Customers agree that the Commercial Bank’s
Segmentation is poor (Low). Majority of Customers (82%) say that the
Segmentation is effective in the Banking industry. But 15% of Customers argue
that the Bank’s segmentation is in the Good category.
b)Customers
Pulse about Commercial Bank of Ceylon Plc
According to the below tabulation 2% of Customers satisfy that the Commercial
Bank’s Services
c)Market
Segmentation Vs Customer Satisfaction
According
to the below tabulation 2 Customers agree that the Poor Segmentation leads to
poor Customer satisfaction and 1 customer argue that the Poor Segmentation
result to moderate level Customer satisfaction. Leven Customers say Good
Segmentation leads to Moderate Customer’s Pulse and 4 customers highly
satisfied with good segmentation. But 70 customers highly satisfied with
effective Market Segmentation and only 12 customers moderately satisfied with
effective Market segmentation.
d)Under
this below part Analysis- Correlation, Regression, Correlation Co efficiencies,
ANOVA test and presentation of Scatter PLOT.
REFERENCESS
1. Baker, W.E. And Sinkula, J.M.
(1999) “The Synergistic Effect Of Market Orientation And Learning Orientation
On Organizational Performance”, Journal Of Academy Of Marketing Science, Vol.
27.
3. Schreiber, A.L. and Lenson, B.
2001. Multicultural Marketing: Selling to the New America, IL: NTC Business
Books.
4. Skinner, T.J. and Hunter, D.
1997. “Developing Suitable Designators for a Multicultural Society”, Statistical
Journal of the UN Economic Commission for Europe, 14 (3), pp. 217-228.
5. The Australian. 2002. “McDonald’s Meets
Religious Needs”, Multicultural Marketing Awards—A Special Advertising Report,
14 November 2002, p. 24.
6. Wainwright, R. 1996. “No. 4:
Address the Chinese Avoid”, The Sydney Morning Herald, 14 March 1996, p. 3.
7. Wilkinson, I. and Cheng, C.
1999. “Multicultural Marketing in Australia: Synergy in Diversity”, Journal of
International Marketing, 7(3), pp. 106-125.
8. Wilkinson, I. and Cheng, C.
2003. “Multicultural Marketing”, in Rugimbana, R. and Nwankwo, S. (Eds.),
Cross-Cultural Marketing, South Melbourne: Thomson.
9. Zenthimal V (1988) “Customer
perception of price quality and value a means end model journal of marketing
vol 2, pp 2-22
Latar
belakang Segmentasi dan kepuasan konsumen
Memiliki
multi-perspektif tentang sebuah konsep adalah kekuatan sumber penuh untuk
memanfaatkan pengetahuan pada konsep tertentu. Menurut bahwa konsep pasar
segmentasi akan digambarkan berikut ini cara. "Segmentasi pasar adalah
kebetulan, tapi hasil perencanaan yang matang dan eksekusi. " Melalui
kalimat di atas kita dapat mencium awal Ide tentang apa yang dimaksud dengan
istilah Market segmentasi. Ada begitu banyak strategi dan teknik yang tersedia
untuk pengusaha untuk segmen pasar. Tetapi penelitian ini berkonsentrasi pada
bagaimana tune segmentasi pasar dalam memastikan pencapaian kepuasan pelanggan
efisien. Sehingga topik penelitian jatuh ke lapangan pemasaran. Dalam pemasaran
dunia yang kompetitif berkembang memainkan peran penting di setiap perusahaan
bisnis. Setiap perusahaan dalam industri apapun menyadari bahwa manajemen
pemasaran merupakan bagian penting dalam mereka keberhasilan bisnis. Argumen
kontra siap adalah juga diyakini oleh ahli banyak terhadap satu sebelumnya. Pemasaran
bukan alat sulap yang berarti suatu perusahaan yang memproduksi barang terburuk
tidak bisa menjadi sebagai pemimpin pasar dengan menggunakan segmetation pasar
yang efektif. The firstrequirement untuk segmentasi pasar adalah particula
produk atau jasa harus membaca pulsa konsumen kemudian memenuhi atau melampaui
harapan konsumen, maka hanya pemasaran mungkin memainkan peran dalam pasar segmentasi.
Metode
Segmentasi dan kepuasan konsumen
Untuk
menghasilkan penelitian yang disebutkan di atas obyektif, data untuk penelitian
ini dikumpulkan dari Ukuran sampel adalah salah satu yang penting penentu dalam
mengukur validitas kepuasan pelanggan penelitian mulai waspada datang dalam
penelitian ini dilakukan oleh Snow et al. (1996). Penelitian ini menyimpulkan
bahwa ada perbedaan yang jelas dalam harapan layanan ini bagi bank ritel di
Kanada antara berbagai etnis kelompok. Penelitian berlanjut dengan Furrer dkk.
(2000), yang melaporkan hubungan antara tersegmentasi pelanggan berdasarkan
latar belakang budaya dan mereka kepuasan. Mereka juga mengembangkan layanan
Budaya Kualitas Index (CSQI) dan didirikan multikultural segmentasi pasar.
Kesimpulan
Segmentasi dan kepuasan konsumen
a) Argumen pada membuktikan hipotesis
Berdasarkan
argumen ini hipotesis yang diajukan adalah terbukti oleh peneliti dengan
menggunakan data primer Peneliti dikumpulkan selama proses Metodologi. Empat
Segmentasi Pasar campuran yang dimanfaatkan oleh Bank komersial Sri Lanka PLC
untuk menyerang Pelanggan dalam cara yang efisien dengan maksud menangkap
posisi pemimpin pasar dalam waktu dekat atau di jangka panjang disajikan untuk
membuktikan hipotesis pelajaran ini. Mereka Pemasaran campuran diilustrasikan
dalam cara seperti yang disebutkan dalam masalah penelitian. Pertama dari semua
peneliti menganggap bauran pemasaran untuk mendukung argumennya pada
membuktikan hipotesis.
Opsi pertama Marketing Mix adalah
"harga": ketua Nike mengatakan "bisnis adalah perang tanpa kehilangan
darah ", di bahwa harga perang adalah salah satu senjata populer dalam pemasaran
karena merupakan satu-satunya bauran pemasaran lebih mudah untuk mengubah dari
yang lain pada saat yang sama waktu itu adalah senjata yang baik untuk menarik
pelanggan dengan mudah mendukung produk atau jasa tertentu.
b) Situs Peneliti pada Segmentasi Pasar
dan
Kepuasan
pelanggan Commercial Bank Sri Lanka PLC yang berjalan di Industri Perbankan
mereka dapat disebut sebagai Top Perusahaan di Bank. Istilah "Top
Firm" dapat ditafsirkan berarti istilah penuh dengan cara sebagai berikut,
Sebuah perusahaan yang memiliki pangsa pasar tertinggi dalam industri tertentu
dapat ditujukan sebagai Top Firm dari industri tertentu. Di bawah ini ide porsi
Kepuasan Pelanggan pada pembentukan Segmentasi pasar dalam industri di
kepentingan posisi pasar dengan tuning kelas yang berbeda dari pemasaran Mix
disajikan dengan jelas. Berikut terpilih Bank disarankan Segmentasi Pasar yang
tepat strategis dan Pemasaran mix yang digunakan oleh mereka di Pasar Jaffna
mereka untuk menyerang Pelanggan dalam cara yang efisien dengan niat menangkap
posisi pemimpin pasar di dekat masa depan dan atau jangka panjang. Model mereka
disajikan dalam cara seperti yang disebutkan dalam masalah penelitian. Dari Mix,
salah satu adalah Harga adalah variabel utama, sisa campuran adalah promosi
tempat, produk.
c. Rekomendasi untuk Mengembangkan
Pelanggan
Kepuasan Setelah
pengujian hipotesis perlu memberikan rekomendasi untuk meningkatkan kepuasan
dan mengelola segmen pasar dan bauran pemasaran berikut adalah beberapa
rekomendasi untuk meningkatkan pelanggan kepuasan.
