ANALISIS POSITIONING ROKOK KRETEK FILTER DJARUM SUPER 12 BERDASARKAN PERSEPSI KONSUMEN DI KECAMATAN SAWAHAN SURABAYA

Authors

  • Dwi Indah Mustikorini Fakultas Ekonomi Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.30742/equilibrium.v6i1.272

Abstract

Penelitian ini bertujuan untuk meneliti posisi persaingan dari rokok kretek filter Gjarum Super 12 berdasarkan persepsi konsumen di kecamatan Sawahan Surabaya., dibandingkan pesaing-pesaing terdekatnya yaitu Gudang garam Surya 12, Wismilak Diplomat, Gudang Garam Internasianal, Djie Sam Soe Filter. Analisis dibedakan menurut Merek, Rasa, Kemasan, Distribusi, Harga, dan Iklan. Dengan menggunakan analisis multidimensional scalling akan ditemukan siapa-siapa pesaing yang menempati posisi terdekat berdasrkan tiap-tiap atribut yng dinilai, sehingga akan memudahkan perusahaan menyusun sytategi persaingannya

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Vol. 6 No. 1 (2008): April

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