Analisis Positioning Berdasarkan Persepsi Atribut Produk

ARDIANI EVA RINDA TIARA

Abstract


Abstract: City car as specific vehicles in urban areas which performthe maneuvering ability on the highway to facilitate the day-to-dayfacility especially in the world of work today that required high mobilityactivity. The high demands for city car then lead to competitionamong various brands of city car which is currently availablenowadays. This research aims to determine the position of city carHonda Jazz when compared to its competitors in terms of consumerperception of product attribute. The populations is Surabaya’sresidents over the age of 17 years and understand the ten brands ofcity car and the twelve attributes of the products used in this study. forsampling techniques using purposive sampling with a sample of 60respondents which is the member of city car community or club inSurabaya. Honda Jazz was perceived to have similarities with theToyota Yaris and Suzuki Swift.Keywords: product attributes, positioning, and multidimensional scaling. 


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