Dunia Maya (Virtual World) Berbasis Agent Based Modeling - ABM untuk  Pemodelan Perilaku Konsumen

Yudi Limbar Yasik

doi:10.55916/frima.v0i6.487

Yudi Limbar Yasik Sekolah Tinggi Teknologi Bandung

DOI: https://doi.org/10.55916/frima.v0i6.487

Keywords: duniavirtual, agentbasedmodelling, perilakukonsumen, komunikasipemasaran, kelompokrujukan, tingkatpenerimaankonsumen

Abstract

Tujuan_ penelitian ini adalah untuk membangun dunia virtual berbasis Agent Based Modeling -ABM untuk pemodelan perilaku konsumen operator cellular di Indonesia. Model digunakan untuk mensimulasikan, memprediksi, menganalisis, dan mengetahui pengaruh kinerja komunikasi pemasaran, pengaruh kelompok rujukan, perubahan perilaku dan tingkat penerimaan konsumen terhadap pelayanan pada semua operator telekomunikasi selular di Indonesia.
Metode/Desain_Penelitian ini menggunakan metode eksperimen, jenis penelitian ini adalah deskriptif, verifikatif dan prediktif. Dunia virtual berupa pemodelan perilaku konsumen dibuat berdasarkan hasil observasi dan wawancara secara acak kepada pengguna. Model divalidasi dengan cara membandingkan data yang dihasilkan dunia virtual dengan data dunia nyata.
Temuan_Hasil penelitian ini menunjukkan bahwa; dunia virtual hasil pemodelan perilaku konsumen VMS berbasis ABM yang dibangun dapat menghasilkan data yang secara statistik sama dengan dunia nyata dengan pvalue sebesar 0,317, dengan kata lain secara statistik tidak ada perbedaan antara data yang dihasilkan oleh dunia virtual hasil pemodelan perilaku konsumen berbasis ABM dengan data pada dunia nyata.
Implikasi_Hasil Eksperimen menggunakan dunia virtual berupa pemodelan perilaku konsumen VMS berbasis ABM juga dapat menggambarkan hubungan antara kinerja komunikasi pemasaran, pengaruh kelompok rujukan, perubahan perilaku dan tingkat penerimaan pada semua operator telekomunikasi selular di Indonesia.
Tipe Penelitian_Studi Empiris

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