ANALISIS PETA POSITIONING SMARTPHONE CINA BERDASARKAN PERSEPSI KONSUMEN DI BANDAR LAMPUNG

ATMOKO, PANKRASIUS WAHYU DWI (2017) ANALISIS PETA POSITIONING SMARTPHONE CINA BERDASARKAN PERSEPSI KONSUMEN DI BANDAR LAMPUNG. Skripsi thesis, IBI DARMAJAYA.

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Abstract

ABSTRACT ANALYSIS OF CHINESE SMARTPHONE POSITIONING MAP BASED ON CONSUMER PERCEPTION IN BANDAR LAMPUNG By PANKRASIUS WAHYU DWI ATMOKO 1312110224 Smartphone competition is getting higher. It makes producers to be smarter and more innovative in producing Smartphone. Chinese Smartphone companies begin to compete in the world’s Smartphone industry, including Lenovo, Oppo, Xiaomi, and Vivo. To find out the analysis of this competition, the analysis of the product positioning was needed to put the brand in consumer mind. Bandar Lampung has a lot of Smartphone users and has a high purchase value for Smartphone. The objective of this research was to map the Smartphone position based on the consumer perception in Bandar Lampung. Population of this research was Smartphone (Lenovo, Oppo, Xiaomi, and Vivo users) in Bandar Lampung. Furthermore, it was calculated by using an incidental sampling technique to obtain 96 respondents. Data analysis techniques used in this research was the multidimensional scaling (MDS). Moreover, there were 11 attribute indicators (battery, design, price, camera, features, screen, durability, brand, memory, processor, and ease of use). The result of this research showed that the Chinese Smartphone had its own level of competition. Based on consumer perceptions, Xiaomi was a Chinese Smartphone brand that was in the best preference by consumers followed by Lenovo, Oppo and Vivo. Keywords : Smartphone, Positioning, Consumer Perception, Multidimensional scaling

Item Type: Thesis (Skripsi)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
Divisions: Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen
Depositing User: Users 6 not found.
Date Deposited: 02 Sep 2019 02:21
Last Modified: 02 Sep 2019 02:21
URI: http://repo.darmajaya.ac.id/id/eprint/245

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