ANALISIS PRODUCT POSITIONING MEREK KOMPUTER JINJING DI KOTA JEMBER

Abstract

Purpose of which will be reached in this research is to analyze and know the product positioning map laptop consisting of Acer, Toshiba, Compaq, Axio, and Dell is based on consumer perceptions of product attributes laptop in the city of Jember. The bases used to map the product laptop is the consumer’s perception of the similarity of attributes comprising a derivative of the brand, price, product, advertising, design, and guarantees attached to each lapto. Analysis technique used is MDS