Analisis Mobil Mewah Menggunakan Pendekatan Perceptual Mapping (Survei Pengguna Mobil Mewah di Kota Malang).

Satrioutomo, Adrian and M. Kholid Mawardi, P.hD and Rizal Alfisyahr, SE., MM (2020) Analisis Mobil Mewah Menggunakan Pendekatan Perceptual Mapping (Survei Pengguna Mobil Mewah di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

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English Abstract

This study aims to analyze the positioning of the Mercedes-Benz brand and its competitors in luxury car brands in the city of Malang based on its attributes. This type of research is a descriptive study with a quantitative approach. The indicators used in this study are Brand Image, Buying Preference and Brand Awareness. The analytical method used in this research is Perceptual Mapping and Multidimensional Scaling (MDS) analysis. Population criteria in this study are luxury car users who live in Malang City who are at least 16 years old. Data collection was carried out by distributing questionnaires to one hundred and sixteen respondents in the city of Malang. The results of this study provide an overview of consumer perception maps that show that Mercedes-Benz ranks top in the category of top of mind, most favorite and brand awareness. The conclusion obtained in this study is that the Mercedes-Benz brand is able to compete in the luxury car market in Malang. This perceptual mapping analysis is expected to be the basis for the company to conduct in-depth analysis for the achievement of company objectives and be able to exploit existing opportunities so that it can compete and maintain its existence in Malang.

Item Type:	Thesis (Sarjana)
Identification Number:	0520030276
Uncontrolled Keywords:	Marketing, Perceptual Mapping, Brand Image, Buying Preference.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Zainul Mustofa
Date Deposited:	16 Sep 2022 01:41
Last Modified:	07 Oct 2024 07:58
URI:	http://repository.ub.ac.id/id/eprint/194282

Text 0520030309- Adrian Satrioutomo..pdf Download (4MB)

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