Analisis Perpindahan Preferensi Konsumen Antar Merek Mie Instan Menggunakan Model Markov Chain Studi Kasus: Mie Gacoan, Mie Kober, dan Wizzmie
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Abstract
This study aims to analyze consumer brand switching behavior among three instant noodle brands: Mie Gacoan, Mie Kober, and Wizzmie, using the Markov Chain model. The Markov Chain method is employed to determine transition probabilities of consumer preferences and predict future consumption behavior based on past patterns. A survey of 100 respondents was conducted, focusing on their brand preferences over the past three months and their most recent consumption choice. The results indicate that Mie Gacoan has the highest consumer retention rate, whereas Mie Kober and Wizzmie exhibit varying switching patterns. The equilibrium transition probabilities predict that, in the long run, Mie Gacoan will hold 74% of the market share, Mie Kober 4%, Wizzmie 9%, and 'Other' brands 13%.
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