Saintia Matematika Vol. 1, No. 2 (2013), pp. 187–197. ANALISIS PREFERENSI MAHASISWA FMIPA USU TERHADAP PRODUK HANDPHONE DENGAN MENGGUNAKAN ANALISIS KONJOIN Rifalin Delustia Purba Open Darnius, Pasukat Sembiring Abstract. This research is aimed to analyze the students preference of handphone in The Faculty of Mathematics and Natural Sciences, Universityof Sumatera Utara. The method that is used in this research is conjoint analysis. The data that is used in this research is the primary data obtained by distributing questionnaires to students of The Faculty of Mathematics and Natural Sciences, University of Sumatera Utara for class 2008 to 2011. The results revealed that the most attractive factor for students in this research are the existence of mp3 player and internet service. The ideal concept of handphone according to the preference of students is Blackberry, with the price less than Rp 1.500.00,- ; Numeric Keypad navigation, 1-5 Megapixel, with small screen (less than 2 inch), White, and the existence of internet service and mp3 player. 1. PENDAHULUAN Peningkatan penggunaan telepon selular oleh masyarakat dan banyaknya perusahaan-perusahaan telepon selular yang baru berdiri membuat perusaha an-perusahaan telepon selular harus dapat berusaha lebih kreatif untuk memproduksi telepon selular dengan fitur dan desain yang lebih menarik [1]. Received 20-02-2013, Accepted 18-03-2013. 2010 Mathematics Subject Classification: 62K15 Key words and Phrases: Preference, Conjoint Analysis, Handphone. 187