Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL ECONOMINA
Nisa Desiana
Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Consumer Preferences for Apple and Samsung Flagship Smartphones in Surabaya Using Choice-Based Conjoint Analysis Nisa Desiana; Reny Nadlifatin
JURNAL ECONOMINA Vol. 5 No. 6 (2026): JURNAL ECONOMINA, Juni 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i6.2739

Abstract

This study examines consumer preferences for Apple and Samsung flagship smartphones in Surabaya by applying choice-based conjoint analysis in a realistic multi-attribute choice setting. The research focuses on six attributes that are highly relevant in the premium smartphone market based on expert judgement justification. The study identifies the most preferred product configuration based on estimated utility value, the relative importance of each attribute, and market preference simulation using Lighthouse Studio by Sawtooth Software. The findings indicate that respondents tend to prefer an Apple brand smartphone offered at a lower price range, with larger internal memory, a higher-resolution main camera, a larger battery, and cashback promotion. The results also show that brand and price are the dominant determinants of preference. In addition, the market simulation suggests that a more balanced product concept can outperform the newer or premium alternatives when consumers evaluate trade-offs simultaneously.
Co-Authors Reny Nadlifatin