Oktavia, Miftahur Rohmah (2017) Analisis Perceptual Mapping Value Proposition dalam Pemilihan Produk-Produk Berbasis Kolaboratif E-commerce. Sarjana thesis, Universitas Brawijaya.
Abstract
Analisis Perceptual Mapping merupakan sebuah teknik visualisasi yang menunjukkan bagaimana pelanggan mempersepsikan bersaingnya sebuah merek dalam berbagai kriteria. Penggunaan analisis Perceptual Mapping dimaksudkan agar perusahaan dapat mengetahui bagaimana posisi mereknya dilihat dari beberapa persepsi yang dimiliki oleh konsumen, sehingga perusahaan dapat mengetahui kelemahan dan kelebihan yang dimiliki oleh kompetitornya. Penelitian ini dilakukan di Surabaya pada tiga jenis transportasi online yaitu Uber, Grab dan Go Jek. Tujuan dari penelitian ini adalah untuk menganalisis posisi beberapa produk berbasis e-commerce Uber, Grab, dan Go Jek dilihat dari pemetaan perceptual mapping dan untuk mengetahui keunggulan yang dimiliki Uber, Grab dan Go Jek pada beberapa indikator dalam value proposition dilihat dari pemetaan perceptual mapping. Jenis penelitian yang digunakan adalah jenis penelitian deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis Biplot. Analisis statistik deskriptif digunakan untuk mendeskripsikan mengenai persepsi konsumen yang ada pada pemetaan perceptual mapping. Analisis Biplot dapat memberikan informasi mengenai keragaman tiap indikator, korelasi antar indikator, kedekatan antar obyek, dan nilai variabel pada suatu obyek. Sumber data yang digunakan dalam penelitian ini adalah sumber data primer dan sekunder dengan teknik pengumpulan data berupa kuisioner. Berdasarkan data yang diperoleh diketahui bahwa dalam (1) keragaman indikator presentase pemilihan produk transportasi berbasis kolaboratif e-commerce berdasarkan pengurangan biaya, menyelesaikan pekerjaan, sifat baru, harga dan kinerja untuk masing-masing produk hampir sama bersarnya. Hal ini berarti penilaian yang dimiliki oleh konsumen mengenai pengurangan biaya, menyelesaikan pekerjaan, sifat baru, harga dan kinerja yang ditawarkan oleh Uber, Grab dan Go Jek memiliki kesamaan penilaian dimata konsumen. (2) Korelasi Indikator untuk 11 elemen value proposition yaitu sifat baru berkorelasi dengan kinerja, pekerjaan, desain, dan pengurangan biaya. Kinerja berkorelasi dengan desain, menyelesaikan pekerjaan, sifat baru dan kenyamanan. Penyesuaian berkorelasi dengan merek/status, harga, pengurangan resiko dan akses. Menyelesaikan pekerjaan berkorelasi dengan sifat baru, desain, kinerja, pengurangan biaya dan kenyamanan. Desain berkorelasi dengan kinerja, menyelesaikan pekerjaan, sifat baru, dan kenyamanan. Merek/status berkorelasi dengan penyesuaian, pengurangan resiko dan kenyamanan. Harga berkorelasi dengan akses, pengurangan biaya dan sifat baru. Pengurangan biaya berkorelasi vi dengan sifat baru, menyelesaikan pekerjaan, harga, dan akses. Pengurangan resiko berkorelasi dengan merek/status dan penyesuaian. Akses berkorelasi dengan harga, pengurangan biaya dan penyesuaian. Kenyamanan berkorelasi dengan kinerja, desain dan merek/status. (3) berdasarkan kedekatan antar obyek Uber memiliki kemiripan karakteristik dengan Grab, begitupun sebaliknya Grab memiliki karakteristik dengan Uber. Go Jek memiliki kemiripan karakteristik dengan Grab. (4) Berdasarkan nilai variabel pada suatu obyek Uber unggul pada indikator merek/status dan pengurangan resiko. Grab unggul pada indikator sifat baru, pengurangan biaya, akses dan harga. Go Jek unggul pada indikator penyesuaian. Grab berada pada posisi pertama paling diminati konsumen dengan menerapkan beberapa indikator pada value proposition seperti sifat baru, pengurangan biaya, akses dan harga. Uber berada di posisi ketiga dengan menerapkan beberapa indikator pada value proposition seperti merek/status dan pengurangan resiko. Go Jek berada pada posisi terakhir dengan menerapkan indikator penyesuaian pada value proposition perusahaannya.
English Abstract
Analysis of Perceptual Mapping is a visualization technique that shows how does customer perceived the competitive brand in various criteria. Perceptual Mapping analysis was meant so that firm could found out how does its brand position viewed from several perceptions of customers, therefore firm could found out the weak and strong point of its competitors. This study was conducted in Surabaya toward three online transportations which were Uber, Grab and GoJek. Objectives of this study were to analyze position of several e-commerce-based products such as Uber, Grab and GoJek viewed from its perceptual mapping and also to found out the advantages possessed by Uber, Grab and GoJek in several indicators of value proposition viewed from perceptual mapping. Type of study was quantitative descriptive study. Data analyses used were descriptive statistical analysis and Biplot analysis. Descriptive statistical analysis was used to describe customer perception within perceptual mapping. Biplot analysis can be used to give information regarding diversity in each indicator, correlation between indicator, proximity between objects and variable value in an object. Data source used in this study were primary and secondary data with data collection technique using questionnaire. Based on data obtained it was found out that (1) indicator diversity in selection percentage of e-commerce collaborative transportation products was based on cost reduction, completing task, novel trait, price and performance for each product were almost equal. This means that judgment own by customers concerning cost reduction, completing task, novel trait, price and performance offered by Uber, Grab and GoJek has similar value in the eye of its customers, (2) Indicator Correlation for 11 value proposition elements would be correlated with performance, task, design and cost reduction. Performance was correlated with design, completing task, novel trait and comfort. Adjustment was correlated with brand/status, price, risk reduction and access. Completing task was correlated with novel trait, design, performance, cost reduction and comfort. Design was correlated with performance, completing task, novel trait and comfort. Brand/status was correlated with adjustment, risk reduction and comfort. Price was correlated with access, cost reduction and novel trait. Cost reduction was correlated with novel trait, completing task, price and access. Risk reduction was correlated with brand/status and adjustment. Access was correlated with price, cost reduction and adjustment. Comfort was correlated with performance, design and brand/status, (3) Based on proximity between objects, Uber has similar characteristic with Grab, and vice versa, Grab has similar characteristic with Uber. GoJek has similar characteristic with Grab, (4) Based on variable value in particular object, Uber was superior in brand/status and risk reduction indicator. viii Grab was superior in novel trait, cost reduction, access and price indicators. GoJek was superior in adjustment indicator. Grab was on the first position as the most favored transportation by customers by implementing several indicators in value proposition such as novel trait, cost reduction, access and price. Uber was on third place by implementing several value proposition indicators such as brand/status and risk reduction. GoJek was on last place by implementing adjustment indicator in its company’s value proposition.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/776/051708463 |
| Uncontrolled Keywords: | perceptual mapping, value proposition, e-commerce, analisis Biplot. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 21 Nov 2017 06:21 |
| Last Modified: | 24 Nov 2020 09:44 |
| URI: | http://repository.ub.ac.id/id/eprint/5753 |
Actions (login required)
 |
View Item |