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Research Paper | Management | Indonesia | Volume 4 Issue 10, October 2015 | Popularity: 7 / 10

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Positioning Analysis of Top Brand Digital Products in Indonesia

Aditya Wardhana

Abstract: The rapid growth of digital products such as notebook, digital camera, and smartphone at the major cities in Indonesia in line with the needs and lifestyle types of buyers in the digital era. The development of major cities in Indonesian such as Jakarta, Medan, Bandung, Surabaya, and Makassar, as smart cities support the use of digital products for their citizens. The aim of the research was to compose of positioning of digital products such as notebook, digital camera, and smartphone at the major cities in Indonesian based on consumers perceptions. The methodology used quantitative methods by using multidimensional scaling of five attributes that were design attractiveness, reliability, durability, features completeness, and easy to find. The analytical units consist of the customers as new digital product buyers at authorized outlets in Indonesia. The numbers of population are 28.598.231 customers from all authorized oulets around Indonesia and using slovin formula that the numbers of samples are 400 respondents with random sampling techniques. The result showed that for category of notebook was indicated rank of competitors sequentially namely Mac Book, Sony Viao, Samsung, Toshiba, Dell, Lenovo, HP, Asus, Axio, and Acer. Meanwhile the category of digital camera was indicated rank of competitors sequentially namely LG, Samsung, Konica, Panasonic, Casio, Canon, Sony, Nikon, Kodak, and Olympus. Meanwhile the category of smartphone was indicated rank of competitors sequentially namely Apple, Samsung, LG, Sony, Oppo, Lenovo, Asus, Blackberry, and Nokia. Consumers stated that notebook such as Macbook, Samsung digital camera, and Apple smartphone were the best of digital products based on design attractiveness attribute. HP notebook, Canon digital camera, and Samsung smartphone were the best of digital products based on reliability attribute. Lenovo notebook, Olympus digital camera, and Nokia smartphone were the best of digital products based on durability attribute. Dell notebook, Nikon digital camera, and LG smartphone were the best of digital products based on completeness features attribute. Acer notebook, Canon digital camera, and Samsung smartphone were the best of digital producst based on easy to find attribute.

Keywords: positioning, multidimensional scaling, digital products

Edition: Volume 4 Issue 10, October 2015

Pages: 274 - 279

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