Media Mahardhika
Vol. 20 No. 3 (2022): May 2022

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

Johnny Hadi Raharjo (universitas pembangunan nasional veteran jatim)

Article Info

Publish Date
30 May 2022

Abstract

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.

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Journal Info
Media Mahardhika
Website

Abbrev

mahardika

Publisher

Sekolah Tinggi Ilmu Ekonomi Mahardhika

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

MEDIA MAHARDHIKA is a peer-reviewed journal published by Department of Accounting, Faculty of Economics and Business, STIE MAHARDHIKA Surabaya Indonesia three times a year (Januari, May and September). MEDIA MAHARDHIKA aims to publish articles in the field of accounting and finance that provide ...