Correspondence Analysis of Mobile Phone Usage in a University

Authors

  • Samuel Tarigan Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa

DOI:

https://doi.org/10.61769/jabs.v7i2.620

Abstract

Studi ini bertujuan untuk mengidentifikasi pola preferensi penggunaan mobile phone khususnya use cases, media sosial, dan messaging application dalam sebuah perguruan tinggi, serta mendemonstrasikan secara visual perbedaan pola penggunaan oleh sub-segmen dosen/staff dari sub-segmen mahasiswa menggunakan metode Correspondence Analysis. Hasil penelitian menunjukkan bahwa pemanfaatan mobile phone tertinggi adalah untuk komunikasi, pembelajaran daring, dan media sosial. Sedangkan preferensi media sosial secara berurutan adalah Instagram, Tiktok, dan diikuti oleh Facebook. Selain itu, tiga messaging application yang paling banyak dimanfaatkan adalah Whatsapp, Line, dan email. Penelitian ini juga menunjukkan bahwa terdapat perbedaan pola penggunaan di antara dosen/staff dengan mahasiswa baik dalam hal use case, aplikasi media sosial, maupun messaging application. Dari sisi teoretis, penelitian ini menunjukkan bahwa Correspondence Analysis memiliki keunggulan dalam hal visualisasi relasi antar variabel yang relatif mudah dicerna, namun juga memiliki kelemahan dalam hal interpretasi yang berpotensi misleading, bila tidak dibandingkan dengan beberapa metode visualisasi/analisis lainnya. Secara praktikal, hasil penelitian ini dapat dimanfaatkan oleh operator telekomunikasi dan application developer untuk pengembangan produk, serta oleh digital marketer dalam memilih jenis channel yang paling sesuai untuk segmen perguruan tinggi

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Published

2023-12-23

Issue

Vol. 7 No. 2 (2022): Journal of Accounting and Business Studies

Section

Articles

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