Analisis Positioning Marketplace Berdasarkan Persepsi Masyarakat Bandar Lampung
DOI:
https://doi.org/10.70900/jea.v1i1.10Keywords:
Multi-Dimensional Scalling (MDS, Perception, PositioningAbstract
Positioning is to determine the best position for the product being offered by embedding product images in the memories of potential buyers in the target market, by designing the marketing mix appropriately. The objects of this study were 5 marketplace with the most visitors, was to find out and analyze the marketplace positioning based on the perception of Bandar Lampung community based on the atriburtes of E-service Quality, namely Ease of Use, Information Quality,Consumer Services, Website Design (Aplication Design), Process Controllability, Outcome Quality, Reliability, Responsiveness, Trust, and Personalization. This was a quantitative descriptive study. The sample is this study was 100 people who had used all five marketplace application. The analysis of the study showed sifferent position. The position of the product was strongly affected by the perception of each brand. The results of the consistency test and the similarity of respondents’ attitude also showed that the respondents did not have the same attitudes in assessing the similarity of marketplace application.
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