Analysis Of Expedition Service Positioning Based On Consumer Perceptions Using The Multidimensional Scaling (Mds) Method
Abstract
Expeditionary services are essential for consumers, the public, and online business actors, making the shipping industry increasingly competitive. In the competition between companies, each expedition service strives to highlight its unique product and service advantages. This study aims to analyze the positioning of expedition services based on consumer perceptions of service attributes using the Multidimensional Scaling (MDS) method, and to analyze the degree of similarity between expedition services based on consumer perceptions. The research uses a descriptive quantitative approach with objects consisting of JNE, SiCepat, Pos Indonesia, J&T, and TIKI. Data were collected through questionnaires from 100 respondents. The results show that the most competitive expedition services in terms of external facilities (service location, branches, and transportation) are SiCepat and J&T, as well as TIKI and Pos Indonesia, since these services occupy close positions on the two-dimensional perceptual map, indicating tight competition. The positioning similarity map also reveals that SiCepat and J&T, as well as TIKI and Pos Indonesia, have the highest similarity due to their proximity on the perceptual map.
Keywords: Similarity, Multidimensional Scaling, Perceptual Map, Positioning
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