Utama, RishaArdasari (2014) Penerapan Analisis Multidimensional Scaling Dengan Pendekatan Berbasis Komposisi. Sarjana thesis, Universitas Brawijaya.
Abstract
Persepsi konsumen mengenai produk mie instan dianalisis menggunakan Multidimensional scaling dengan pendekatan berbasis komposisi untuk mempresentasikan hubungan kedekatan peubahpeubah penting produk mie instan dengan merek-merek mie instan. Penelitian dilakukan terhadap tujuh merek mie instan dengan lima peubah yaitu rasa, kemasan, harga, periklanan dan distribusi. Populasi dalam penelitian ini adalah seluruh mahasiswa aktif S1 Fakultas MIPA Universitas Brawijaya. Teknik penarikan contoh yang digunakan nonprobability yaitu accidental sampling sebanyak 96 mahasiswa dengan beberapa kriteria yaitu mahasiswa S1 jurusan Matematika, Kimia, Fisika dan Biologi Fakultas MIPA Universitas Brawijaya yang masih aktif, mahasiswa angkatan tahun 2009-2012 dan pernah mengkonsumsi mie instan. Analisis untuk mengetahui peta persepsi multidimensional scaling berbasis komposisi dilakukan menggunakan software SPSS 17. Penerapan analisis multidimensional scaling berbasis komposisi pada produk mie instan menghasilkan dua dimensi pokok yang mendasari perilaku konsumen dalam mengevaluasi produk mie instan, yaitu dimensi “Distribusi dan Harga” dan dimensi “Produk dan Periklanan”. Berdasarkan peta persepsi yang terbentuk, merek mie instan Indomie, Sedaap dan Gagamie paling banyak memiliki kemiripan karakteristik peubah karena bergerombol. Sedangkan merek mie instan ABC, Salammie, Sarimie dan Supermie merupakan merek mie instan yang berbeda menurut persepsi pelanggan karena terletak jauh dari merek mie instan lain.
English Abstract
Consumers perception toward instant noodle product is analyzed using multidimentional scaling in composition based approach to represent the relation between important variables of the instant noodle product and the instant noodle brand. The research is conducted over seven instant noodle brands with five variables: flavour, packaging, price, advertisement and distribution. Population of this research is active undergraduate student from Faculty of Mathematics and Sciences in Brawijaya University. The samples are taken using non probability technique (accidental sampling) with 96 active undergraduate students from Mathematics, Chemistry, Physics and Biologi major in Faculty of Mathematics and Sciences Brawijaya University, from 2009 to 2012 school year who have consumed instant noodle. The analysis of multidimentional scaling perception map is used with SPSS 17 software. Multidimentional scaling analysis application in instant noodle compositi n based results two primary dimention as the basic of consumer behaviour to evaluate instant noodle product, they are “Distribution and Price” and “Product and Advertisement”. Based on perception map, instant noodle brand Indomie, Sedaap and Gagamie are the most having common variables as they are clustered. Whereas, instant noodle brand ABC, Salammie, Sarimie and Supermie are different instant noodle brand according to consumer perception because they are different and far from the other instant noodle brands.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/MIPA/2014/77/051401073 |
| Subjects: | 500 Natural sciences and mathematics > 510 Mathematics |
| Divisions: | Fakultas Matematika dan Ilmu Pengetahuan Alam > Matematika |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 12 Feb 2014 15:13 |
| Last Modified: | 12 Feb 2014 15:13 |
| URI: | http://repository.ub.ac.id/id/eprint/154093 |
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