Analisis Positioning Smartphone Berdasarkan Persepsi Konsumen

This research analyzes about the positioning of smartphone from China that lately many Indonesian people in particular teenagers. The smartphone is Xiaomi, Oppo, Vivo and Lenovo. Judging by the reality of lifestyle among students, expecially students of the Faculty of Economics and Business majoring in Management of 2016 University of Muhammadiyah Jember, many who use and know the smartphone. Thus the authors took smartphone of Xiaomi, Oppo, Vivo and Lenovo to be researched. The purpose of this research is to determine the positioning of smartphone based on consumer perception of the Faculty of Economics and Business majoring in Management of 2016 University of Muhammadiyah Jember. The research instrument used in data collection is to use a questionnaire filled by respondents. As for the data analysis techniques used are analysis of Multidimensionsl Scaling (MDS). The result showed that consumer perseption of the fourth positioning of smartphone had a difference and was in the position of each student’s establishment. Based on map positioning of price attributes, design, features and camera it is known that Vivo have strong competitiveness in price and design attributes, while Oppo have strong competitiveness in the feature attributes and Xiaomi have strong competitiveness in the camera attributes.
Keywords : Positioning, Smartphone, Consumer Perseption, Multidimensional Scaling (MDS)