PENGUKURAN EFISIENSI RELATIF PADA TIGA MEREK LAPTOP MENGGUNAKAN METODE DATA ENVELOPMENT ANALYSIS

Abstract

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.