| Currently, the telecommunication industry is growing by leaps and bounds. With the development of the telecommunications industry, the competition that occurs between the prepaid service providers are also getting tougher so in order to maintain the loyalty of the customer, the prepaid service providers must know the attributes that make the consumer want to buy their products. In this study, conjoint analysis was conducted to determine the attributes that become the preference of student in Jakarta for prepaid card. In the second phase, the combination of cluster analysis and conjoin analysis was conducted to determine the preference based on demographic data. From this study, the attribute that matter for the student in Jakarta is the operator and signals strength. |