ANALISIS POSITIONING E-COMMERCE DENGAN METODE MULTI DIMENSIONAL SCALING

Miska Tarigan, Parapat Gultom

Abstract


E-commerce is experiencing rapid growth, the emergence of e-commerce cannot be ignored and all of them provide optimal service by seeking to provide services to the targeted group. In this paper the author discussed e-commerce positions that exist in Indonesia among students. The questionnaires were distributed to 68 students. Data is processed by a multidimensional scale method. Evidence of the tools used already fitted generated Stress 0.104 and RSQ 0.99. The Euclidean model shows the centralized e-commerce positioning, only the TokoPedia.com e-commerce slightly separated from the e-commerce clusters. While positioning attributes spread evenly around e-commerce positions with almost the same distance. The services provided by e-commerce are almost the same to consumers. Therefore, each e-commerce needs to increase the element of uniqueness or differentiation strategy to product or service.


Keywords


E-commerce; Positioning; Multi Dimensional Scaling

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