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

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.