ANALISIS POSITIONING KERIPIK KENTANG DENGAN PENDEKATAN METODE MULTI DIMENSIONAL SCALLING DI KOTA BATU
ABSTRACT: Potato chips are one
of the main products of Batu city. Based on data from Batu government’s in 2002, there are only 2 selling units. In
2008, amount of potato chips and another
selling unit, so the research on positioning of potato chips in Batu city is
important to do. The purpose of this research are to understand which
attributes which influence custumer consideration to buy and to consume potato
chips, and to analyze positioning which is formed between four potato chips
brand (Cita Mandiri, Gizi Food, Leo, Rimbaku) based on costumer perception in
Batu city by using Multi Dimensional Scaling method. Attributes that influence
costumer to buy and to consume potato chips are product (taste and crunchy
level), price (product price compare with quality, and considerable price
products), distribution (the local stock of the products or how strategic is
the selling location), promotion (the using of advertising or promotion media
(such as internet, radio, or brochure)). Based on the Multi Dimensional Scaling
Method, positioning follow this structure are Gizi Food as market leader, Leo
as market challenger, and Rimbaku and Cita Mandiri as market follower.
Penulis: Siti Asmaul
Mustaniroh, Aunur Rofiq Mulyarto, Siti Nurkhasanah
Kode Jurnal: jppertaniandd110267
