ANALISIS PERCEPTUAL MAPPING MEREK GULA DASAMANIS DALAM PASAR GULA KEMASAN DI SURABAYA

Abstract

Abstract: Positioning is part of a marketing strategy in winning the
competition. By arranging a product that occupies a clear place, and is more
desirable than competing products, it makes the product strong and will last
a long time in winning the market competition. The purpose of this research
is to analyze the marketing strategy through the positioning of basic sugar
products. By using the attributes of packaged sugar obtained from the
consumer intercept survey on 30 respondents who frequently purchase
packaged sugar. From these attributes it is used as a questionnaire and the
data will be analyzed using the cluster analysis method, factor analysis, and
MDS. The results showed that there were 2 consumer segments in
purchasing packaged sugar. In addition, there are 2 strong dimensions that
influence consumers in purchasing packaged sugar. By using the marketing
mix as a tool to design a marketing strategy in the development of Dasamanis
sugar marketing.
Keywords: Positioning, Perceptual Mapping, Multidimensional scaling