| dc.description.abstract | Bayu Dwianto WK, NIM : 060810201117, student of Management
Department, Economics Faculty, Jember University, with the thesis entitled “The
analysis of Nokia mobile phone positioning based on consumer perceptions
towards product attribute in Jember”. This study aims to analyze and find out the
positioning map of Nokia among the other competing products, based on
consumer’s perception in Jember, in particular District of Kaliwates, Patrang, and
Sumbersari.
This study applies non probability sampling method, by using purposive
sampling technique. The sample used is the Nokia users which are located in
District of Kaliwates, Patrang, and Sumbersari using the technique of determining
the number of samples correspond to Roscoe in Uma Sekaran (2006:160) then the
determined number of samples is 60 respondents. Data analysis methods used are
Multidimensional Scalling.
The obtained data were tested using MDS to know the validity and
realibility, and to know the results of Nokia positioning map towards its
competitors (Samsung, Nexian, Sony Ericsson and HT Mobile) based on
consumer perceptions and attitudes of respondents in assessing the product. The
analysis shows that there are differences between Nokia and its competitors based
on their perceptions, and it shows that the direct competitors from Nokia are Sony
Ericsson (regarding the completeness of features and design), HT Mobile
(regarding the comfortness), and Samsung (regarding warranty and guarantee).
Nokia does not have direct competitors because it has clear and unique
differentiation, especially regarding the attribute of price. The test of consistency
and attitudes of respondents results that there was no consistency answer/attitudes
of respondents in assessing the similarity of Nokia compared with the other
mobile phone repose to product attribute. | en_US |
