ANALISIS 	PEMETAAN PERSEPSI CITY CAR MELALUI MULTI DIMENSIONAL SCALING PADA STUDI KASUS PERSAINGAN KENDARAAN CITY CAR DI SURABAYA

Johnny Hadi Raharjo

doi:10.29062/mahardika.v20i3.409

Penulis

Johnny Hadi Raharjo universitas pembangunan nasional veteran jatim

DOI:

https://doi.org/10.29062/mahardika.v20i3.409

Kata Kunci:

City Car, Multidimensional Scaling, Perceptual Maping, MDS

Abstrak

This study aims to determine the position of the City Car product of Toyota Yaris with competing products based on consumer perceptions of product attributes. The method used is quantitative. approach, which in this study used perceptual mapping with an assessment based on attributes among several brands that compete with the Toyota Yaris. Data collection is done by assigning the students S1 all Surabaya's University,. Data from the Questionnaire in the MDS analysis showed that the product of the Toyota Yaris only has an advantage in the resale price of 16 attributes. City Car compared to other competing products.

Unduhan

Data unduhan belum tersedia.

Referensi

Aakeer, D. A. and A. Biel. 1993, Brand Equity and Advertising: Advertising’s role in Building Strong Brand. Lawrences Erlbaum Associates, Inc., Mahwah

Aakeer, J. L. 1997, Dimension of Brand Personality. Journal Riset Marketing, 34, 347-356.

Chin-Hua Wen and Wen_ya Yeh. 2010. Positioning of International Air Passanger Carriers Using Multidimensial Scaling and Correspondence Analyssis. Transporational Journal., pp 8-23.

Craven, D. W. 2000. Pemasaran Strategis. Edisi Keempat. Jilid I. Jakarta: Penerbit Airlangga

GAIKINDO. 2020. Laporan pemjualan city car indonesia periode 2020 Gaikindo.co.id (di unduh tgl 28 juli 2021

Ghozali, I. 2001. Aplikasi Analisis Multivariate Dengan Program SPSS. Edisi pertama. Semarang: Penerbitan: Penerbit UNDIP

Gultinan, J. P. and G. W. Paul. 2000. Manajemen Pemasaran: Strategi dan Program. Edisi Ketiga. Terjemahan. Jakarta: Penerbit Erlangga.

Hartono dan Iriawan. 2005. Manajemen Pemasaran Modern Edisi Kedua. Liberty Yogyakarta.

Kasali, R. 2001. Membidik Pasar Indonesia, Segementasi, Targeting, Positioning.

Edisi Kelima. Jakarta: Penerbit PT. Garamedia Pustaka Utama.

Kotler, Philip. (1998). Manajemen pemasaran (edisi 9 jilid 2). Pearson-Prentice Hall (PT. Prenhallindo). Jakarta.

Kotler, Philip; Amstrong, gary Lane; harris, Lloyd C., and He, Hongwei (2020). The pronciples of marketing: European edistion. Pearson-Prentice Hall

Kotler, Phillip and Keller, kevin lane. 2012. Marketing Manajemen. 14thk Edition. Pearson Prentice Hall.

Kotler, Phillip. 2007. Manajemen Pemasaran: Analisis, Perencanaan, Implementasi

Dan Kontrol. Edisi Kesembilan. Terjemahan. Jakarta: PT.Prenhallindo.

Lamb Jr., Charles W., J. F Hair., and c. McDaniel. 2001. Marketing. Terjemahan. 5th Ed. South-Western College Publishing.

Management Research Center (MRC) Departemen Manajemen Fakultas Ekonomi Universitas Indonesia. 2012. Cases in Management: Indonesian Real Comapnie. Jilid 3. Jakarta: Penerbit Salemba Empat.

Maholta, N. K. 2000. Marketing Research an Applied OrientationInternational

Edition. New Jersey: Prentice Hall’s. Inc.

McDonald, M and Dunbar, I. 2002. Market Segmentation: a Step-by-Step Approach To Creating Profitable Market Segment. Hampshire, UK: Macmillan Press Ltd

Miller, D., and Friesen, P. 2001. A Longitudinal Study of The Corporate Life Cycle. Management Science, 30, 1161-1183.

Maholtra, Naresh K. 1996. Marketing Research an Applied Orientation, 2996, p. 675.

Nurmalina, R dan Y. Ch. Saherina. 2006. Analisis Sikap Konsumen dan Rentang Harga Pada Keputusan Pembelian Beras Organik (Kasus Pada PT. Amani MAstra-Bekasi). Jurnal Pengkajian dan Pengembangan Teknologi Pertanian Vol. 9, No. I, pp. 100-110.

O. C. Walker Jr. H. W. Boyd Jr., and J. C. Larreche. 2000. Marketing Strategy: Planning and Implementation. IRWIN Homewood.

Purwadi, B. 2000. Riset Pemasaran. Jakarta: Grasindo.

Schiffman, L. G. and L. L. Kanuk. 2007. Customer Behaviour. USA: Prentice Hall Inc.

Sekaran, U. 2000. Research Methods for Business: a Skill-Building Approach, 2nd

Edition, New York: John Wiley & Sons, Inc.

Sugiyono. 2003. Metode Penelitian Bisnis, Metode Applied Science. Bandung: Penerbit Alfa Beta.

Swastha, B.D. dan T. H. Handoko. 2000. Manajemen pemasaran, Analisa Perilaku

Konsumen. Yigyakarta: BPFE.

Tjiptono, F. 2007. Strategi Pemasaran. Edisi kedua. Yogyakarta: Andi

Walker Jr. Orville C. Jr., H. W. and J. C. Larreche. 2000. Marketing

Strategy. Boston: Irwin.

Wheelen, T. L. And J. D. Hungger. 2001. Manajemen Strategis. Edisi pertama Terjemahan Yogyajarta: penerbit Andi

Latukismo, T. H., Usman, I., Yulianti, P., Fatimah, N., Setiawan, H. C. B., & Putra, R. S. (2021). Entrepreneurial mindset of successful women from recycling waste. Review of International Geographical Education, 11(3), 627–635.

Lazuardi, S. (2020). PENGARUH GAJI, INSENTIF, DAN LINGKUNGAN KERJATERHADAP PRODUKTIVITAS KERJA KARYAWAN DIVISI MERCHANDISING PT. INDOMARCO PRISMATAMA GRESIK. JPIM (Jurnal Penelitian Ilmu Manajemen), 5(3), 219–228.

Noor, A., Sudana, I. M., Rifai, M. D. K., & STr, M. M. (2021). The College Students’ Satisfaction for Using Edmodo-the Learning Technology Application as E-Learning Media and Learning Effectiveness Improvement in Economic Higher Institution Mahardika Surabaya. Turkish Journal of Computer and Mathematics Education, 12(6), 2749–2754.

Prasetyo, H. D., Rahardjo, K. A., Supriadi, I., Kusmayati, N. K., & Wahib, M. (2020). Application In Activity Based Costing (ABC) Calculation of Home Development Cost. Ilomata International Journal of Tax and Accounting, 1(4), 179–184.

Prasetyo, I., Aliyyah, N., Rusdiyanto, R., Utari, W., Suprapti, S., Winarko, R., Chamariyah, C., Muninghar, M., Halimah, N., & Aminatuzzuhro, A. (2021). Effects of organizational communication climate and employee retention toward employee performance. Journal of Legal, Ethical and Regulatory Issues, 24(1), 1–11.