Analisis Brand Positioning Sepeda Motor Matic Berdasarkan Persepsi Konsumen Di Kota Surakarta

Kurniawan, Yusuf and , Imron Rosyadi S.E., M.Si (2017) Analisis Brand Positioning Sepeda Motor Matic Berdasarkan Persepsi Konsumen Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

In the process of the competition, companies and marketers need to know how the consumer perception of the brand positioning. Positioning as'reason for being', namely how to define the identity and personality of the company in the minds of customers so that they can seize customers' trust. Positioing done so that the consumer is able to remember specific brand in mind, so as to make products that have a strong image in the eyes of consumer. This study uses a quantitative research, the data collection methods used in this study by using a questionnaire or a questionnaire to be filled directly by the respondents, namely consumers motorcycle matic. The sampling method used is Random Sampling Method (random sampling) and the population in this study were 100 men who are consumers or usersmotorcycle matic in Surakarta. Testing in this study using IBM SPSS version 20 analysis using multidimensional scaling RSQ known level of 75.57% and amounted to 24.89% stress value shown that the Honda brand motorcycles matic and Yamha located close to each other and have similar meaning, while Suzuki and Piaggio each looks distant from each other, and means they are considered different by the consumer. In correspondence analysis known that matic motorcycle brand Honda and Yamaha has the advantage on 14 product attributes, while Suzuki with two attributes of the product, and Piaggio seen yet has the advantage to be able to compete with three other brands.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Positioning, Perception, and Product Atributes
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YUSUF KURNIAWAN
Date Deposited:	17 Oct 2017 01:10
Last Modified:	17 Oct 2017 01:10
URI:	http://eprints.ums.ac.id/id/eprint/56291

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