Analisis Positioning Top 5 Brand Smartphone dengan Metode Multidimensional Scaling Berdasarkan Persepsi Konsumen (Studi pada Konsumen Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

Juniartha, Muhammad Iqbal and -, Kussudyarsana, S.E., M.Si., Ph.D. (2020) Analisis Positioning Top 5 Brand Smartphone dengan Metode Multidimensional Scaling Berdasarkan Persepsi Konsumen (Studi pada Konsumen Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The development of smartphones is currently increasing, especially its use in the community where smartphones are commonly used in all walks of life, it makes smartphone manufacturers to further innovate their products. Smartphone competition is now increasingly visible, among Samsung smartphones, Xiomi, Oppo, Iphone, and Asus who are trying their luck by launching products that have an Android operating system to enter the smartphone competition market at this time, so that product positioning analysis is needed to find out how the competition is. This research has a descriptive type with a sampling technique (nonpropability sampling. Data collection in this study was carried out by distributing questionnaires to 106 respondents in the management faculty of economics and business at the University of Muhammadiyah Surakarta University. Data analysis techniques in this study used multidimensional scaling (MDS) techniques). There are 9 attributes used in this study, namely brand popularity, design quality, price appeal, processor speed, memory capacity, battery life, camera quality, after sales service, and reliability.The results of this study indicate that smartphones (Iphone, Samsung, Xiomi and Oppo) have their own level of competition, but based on consumers' perceptions of the 9 attributes used, iPhone smartphones are the best, followed by Samsung, Oppo, Xiomi and Asus.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Keywords : smartphone, positioning, perception, multidimensional scaling, perceptual map
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD IQBAL JUNIARTHA
Date Deposited:	25 Jul 2020 07:40
Last Modified:	25 Jul 2020 07:41
URI:	http://eprints.ums.ac.id/id/eprint/83760

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