“Products Positioning Of Men Facial Wash Based On Attributes Product Using Multidimensional Scale Analysis (Mds)”

Firmansyah, DimasBagus (2015) “Products Positioning Of Men Facial Wash Based On Attributes Product Using Multidimensional Scale Analysis (Mds)”. Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian ini adalah untuk menggambarkan peta posisi dari produk sabun muka berdasarkan produk atribut. Penelitian ini memfokuskan untuk melihat variasi produk, kualitas, desain, kandungan, nama merek, kemasan, ukuran, servis, garansi, pengembalian pada setiap produk sabun muka untuk pria. Populasi dalam penelitihan ini adalah mahasiswa Fakultas Ekonomi & Bisnis Universitas Brawijaya yang menjadi pelanggan salah satu dari produk Mens Biore, Nivea For Men, Vaseline Men, L’Oreal Men Expert, Garnier Men, Gatsby Face Wash, atau OXY. Sampel penelitian ini berjumlah 100 orang. Teknik pengambilan sampel adalah purposive sampling (non probability sampling). Instrumen penelitian di uji menggunakan analisis factor dan uji reliabilitas. Untuk mengetahui posisi produk menggunakan analisa Multidimensional Scaling dengan perhitungan software SPSS for Windows 16.0. Hasil penelitian menunjukkan Garnier Men menguasai hampir semua produk atribut, dan Mens biore satu produk atribut. Dan produk atribut dari OXY selalu berada pada level terendah dibanding ke-7 produk sabun muka untuk pria.

English Abstract

The aim of this research is to describe product positioning map of facial wash for men based on attributes product. This research focus to see the product variance, quality, design, futures, brand name, packaging, sizes, services, warranties, returns of each facial wash for men. The population in this research is a student Faculty of Economic and Business University of Brawijaya which customers one or more of product Mens Biore, Nivea For Men, Vaseline Men, L’Oreal Men Expert, Garnier Men, Gatsby Face Wash, or OXY. This research sample is 100 people. The sampling method utilized in this research is purposive sampling (non-probability sampling). Research instrument was tested using factor and reliability test analysis. To find out the product positions using Multidimensional Scaling Analysis (MDS) in software SPSS for Windows 16.0. The results showed Garnier Men dominate almost all of the attributes product, and Mens Biore one attribute product. And attributes product of OXY always beat the lowest level than seven products of facial wash for men

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2015/193/051502820
Subjects: 600 Technology (Applied sciences) > 658 General management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Budi Wahyono Wahyono
Date Deposited: 16 Apr 2015 10:58
Last Modified: 29 Oct 2021 06:23
URI: http://repository.ub.ac.id/id/eprint/107767
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