Analisis Perceptual Maping Pada Pembelian Mobil Di Kota Surakarta

ABSTRACT This study aims to analyze the mapping of consumer perceptions on car brands in the city of Surakarta. The object of this research are four car brands that are Honda Mobilio, Suzuki Ertiga, Daihatsu Xenia and Toyota Avanza. Samples in this study were 100 respondents. Sampling Method using Accidental Sampling. Data analysis techniques used in this research are Multidimentional Scaling and Descriptive Analysis. This analysis will provide a map of the perception of the position of each brand of cars that are close to each other or far apart. The results of this study indicate that based on brand image attributes, Daihatsu Xenia ranked first. Based on the attribute of price perception, Suzuki Ertiga ranked first. Based on the attribute of product quality perception, Toyota Avanza is ranked first. Keywords: Perception, price, brand image, product quality