ANALISIS POSITIONING E-COMMERCE DENGAN METODE MULTI DIMENSIONAL SCALING

Abstract

E-commerce is experiencing rapid growth, the emergence of e-commerce cannot be ignored and all of them provide optimal service by seeking to provide services to the targeted group. In this paper the author discussed e-commerce positions that exist in Indonesia among students. The questionnaires were distributed to 68 students. Data is processed by multidimensional scale method. Evidence of the tools used already fitted generated Stress 0.104 and RSQ 0.99. The Euclidean model shows the centralized e- commerce positioning, only the TokoPedia.com e-commerce slightly separated from the e-commerce clusters. While positioning attributes spread evenly around e-commerce positions with almost the same distance. The services provided by e-commerce are almost the same to consumers. Therefore, each e-commerce needs to increase the element of uniqueness or differentiation strategy to product or service.