Pengukuran efisiensi relatif pada tiga merek laptop menggunakan metode data envelopment analysis

Sudibyo, Arif (2013) Pengukuran efisiensi relatif pada tiga merek laptop menggunakan metode data envelopment analysis. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengukur nilai efisiensi relatif pada tiga merek laptop yang menguasai market share di Indonesia. Ketiga merek laptop tersebut adalah Acer, Asus, dan Toshiba. Pengukuran pada penelitian ini mengunakan metode Data Envelopment Analysis (DEA) dikarenakan metode ini mengukur efisiensi relatif unit-unit usaha dengan pertimbangan banyak input dan banyak output. Data input antara lain image brand, harapan, dan persepsi konsumen (kualitas dan nilai yang diterima). Data output berupa kepuasan dan loyalitas. Data yang dikumpulkan terdiri atas data primer dan sekunder. Data primer pada penitian ini adalah survei kuesioner, sedangkan data sekunder pada penelitan ini adalah data internet mengenai persaingan industri laptop dan data pangsa psar laptop di Indonesia. Data tersebut akan diolah dan dianalisis lebih lanjut menggunakan uji validitas, reliabilitas, uji anova, dan data envelopment analysis. Berdasarkan hasil penelitian ini diketahui nilai efisiensi relatif ketiga merek laptop yang diteliti yaitu rank pertama Asus sebesar 100%, rank kedua Toshiba sebesar 99,99%, dan rank ketiga adalah Acer sebesar 95,02%. Secara keseluruhan terdapat gap (selisih) nilai efisensi relatif yang cukup besar dari dari laptop merek Acer dibandingkan nilai efisiensi relatif kedua merek pesaing. Hal ini membuktikan pengguna merek laptop Acer kurang puas dan loyal bila dibandingkan dengan laptop merek Asus maupun Toshiba. / This research aims to measure of efficiency on three laptop brands that dominates market share in Indonesia. This brands are Acer, Asus, and Toshiba. The measurement in this study was conducted using the Data Envelopment Analysis ( DEA ) method because it can measures the relative of efficiency on the business units with the consideration of many inputs and many outputs. Data inputs in this researches included brand image, expectations, and perceptions of consumers (perceived quality and perceived value) while data output included satisfaction and loyalty. Data that had been collected consists of primary and secondary data. Primary data on this research was a survey questionnairies, while secondary data in this research was the internet data about the competition and market share of laptop in Indonesia. That data will be processed and analyzed further using validity, reliability, ANOVA, and data envelopment analysis. Based on the result, value of relative efficiency of laptop’s brands, Asus were in first place with 100%, Toshiba got second rank at 99,99%, and the third rank is Acer at 95,02%. Overall there was difference between the value of relative efficiency from Acer brand is large enough comparing the other brands. This proves Acer brand users are less satisfied and loyal compared to Asus and Toshiba.

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