Analysis of Smartphone Users Movement Using Data Mining Methods and SWOT Analysis in East Surabaya Areas

Abstract

Smartphones are not only based on main functions such as calling and sending SMS, but the complete features and design are the basis for consumers to buy a smartphone. A consumer will be selective in choosing the type and brand, but does not rule out the possibility that consumers will switch to other brands. Companies need to know the desires and things that consumers need in choosing brands and types of smartphones. Based on the problems that occur, this research was conducted. The research data is sourced from offline questionnaires that are distributed to consumers who have made a move to a smartphone brand. There were 107 questionnaires collected and 105 questionnaires which stated that the filling method was correct. The collected data will be tested for validity and reliability to determine the extent to which the data is considered valid. To solve this problem, data mining methods are used that can determine the percentage of users who move. For smartphone brands that experience a decline in users, a marketing strategy will be created using SWOT analysis. The results of this study turned out that Oppo and Samsung smartphone users had decreased. The marketing strategy for Samsung smartphones is by giving discounts or giving gifts for large party purchases. Then for the Oppo smartphone marketing strategy is to reduce promotional costs and invest more into the RnD so that the product continues to be innovative.