PENDAMPINGAN MULTIDIMENSIONAL SCALING (MDS) UNTUK RISET PASAR DI CV AMIGO MANGESTI UTOMO

Authors

  • Noviana Pratiwi Institut Sains & Teknologi AKPRIND Yogyakarta
  • Noeryanti Noeryanti Institut Sains & Teknologi AKPRIND Yogyakarta

Keywords:

multidimensional scaling, market research, positioning

Abstract

Multidimensional scaling (MDS) is often associated with market research. MDS in market research is used to determine the position of a store against its competitors with certain criteria. This MDS can be used to evaluate how store services are, what consumers like and dislike and how the store compares to its competitors. CV Amigo Mangesti Utomo is one of the retail companies in the fashion sector that continues to evaluate to improve the quality of service to its customers. For this reason, assistance is provided to conduct market research at the Amigo group. By conducting market research assistance with MDS, the Amigo Group can find out how it stands against its competitors, know the advantages and disadvantages of the store against its competitors and each store can make future plans to improve services to consumers so that consumers continue to grow. After mentoring, each store manager knows the strengths and weaknesses of his shop among competitors and understands the importance of market research, so that in the future they will conduct market research on their customers.

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Published

2020-12-31