ANALISIS POSITIONING BERDASARKAN PERSEPSI ATRIBUT PRODUK
Abstract: City car as specific
vehicles in urban areas which perform the
maneuvering ability on the highway
to facilitate the
day-to-day facility especially in the world of work today that required
high mobility activity. The high
demands for city
car then lead
to competition among various brands
of city car
which is currently
available nowadays. This research
aims to determine the
position of city
car Honda Jazz when compared to its competitors in terms of consumer perception of
product attribute. The
populations is Surabaya’s residents over the age of 17 years
and understand the ten brands of city car and the twelve attributes of the
products used in this study. For sampling
techniques using purposive
sampling with a
sample of 60 respondents which
is the member
of city car
community or club in Surabaya.
Honda Jazz was
perceived to have
similarities with the Toyota Yaris and Suzuki Swift.
Penulis: ARDIANI EVA RINDA
TIARA, SRI SETYO IRIANI
Kode Jurnal: jpmanajemendd140949
