ANALISIS POSISI LAPTOP AXIOO BERDASARKAN PERSEPSI KONSUMEN ATAS ATRIBUT PRODUK YANG DITAWARKAN (Studi Pada Konsumen di Malang)
| Main Author: | RANDINI, TYAS WURI |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2011
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/19127/ |
Daftar Isi:
- Heightened Information Technology are especially laptops, provide many options for consumers to choose the laptop that will be used. To get consumers' attention alaptop needs to have certain characteristics that are different from other competitors,which of these characteristics must be reliable. Appropriate steps in positioning thelaptop needed to be able to excel in competition. The purpose of this study was to determine the positioning of Laptops based onconsumer perception (study of consumers in Malang). In this case, self-servicesupermarket is a Toshiba Laptop, Laptop Byon, Laptops and Laptop A'Note Zyrex. The tools used in data collection in this study is enclosed questionnaire filled out byrespondents. Data obtained in this study is qualitative, then the data is converted intoquantitative data by using the semantic differential scale. As for the data analysis techniques used are factor analysis and multidimensional scaling. The results showed that consumers' perceptions about the positioning shows ToshibaLaptops are in a good position, this is indicated in the map of perception is at the highest quadrant is quadrant 1, where in this quadrant indicates the brand Toshibalaptop that can fulfill the wishes and needs of consumers. whereas, from the design,laptops Toshiba has more choice of shapes and colors are cheaper than others. Key words: Positioning, consumer perceptions, product, Product Attributes