ANALISIS POSITIONING HANDPHONE MEREK NOKIA BERDASARKAN PERSEPSI KONSUMEN TERHADAP ATRIBUT PRODUK DI KOTA JEMBER

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.