Identification of Factors Influencing the Preferences of College Students in Choosing SIM Cards Using the Orthogonal Factor Model

A Subscriber Identity Module (SIM) card is a key component in mobile telecommunication systems that stores identity information and enables access to mobile networks. Students' choice of SIM card is important given their need for efficient communication, fast and stable internet access, and other additional services. This study aims to identify factors that influence the preferences in choosing a SIM card using the orthogonal factor model. This model is applied to simplify a large number of variables into several main factors that are not correlated with each other, making interpretation easier. Data was collected through a questionnaire involving 257 respondents and analyzed using the principal component factoring (PCF) technique for parameter estimation. PCF was chosen due to its ability to extract principal components that represent the largest variance of the data, so that the resulting factors are more accurate in describing student preferences. The study results indicate that six key factors affect students' preferences when selecting a SIM card: price, service, network quality, promotional offers, extra features, and bonuses. Understanding these factors, service providers can design more effective marketing strategies to attract and retain student customers.