KUESIONER ANALISIS POSITIONING SABUN MANDI LIFEBUOY DITINJAU DARI BAURAN PEMASARAN

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1 96 Lampiran 1 KUESIONER ANALISIS POSITIONING SABUN MANDI LIFEBUOY DITINJAU DARI BAURAN PEMASARAN Dengan hormat, Kuesioner ini bertujuan untuk mengumpulkan data yang berhubungan dengan Analisis Positioning Sabun Mandi Lifebuoy Ditinjau Dari Bauran Pemasaran. Penelitian ini di lakukan dalam rangka menyelesaikan Skripsi Program Studi S-1 Manajemen Fakultas Ekonomi Universitas Esa Unggul, Jakarta. Saya sangat menghargai kejujuran Anda dalam mengisi kuesioner ini. Atas kesediaannya meluangkan waktu untuk mengisi kuesioner ini, Saya ucapkan terima kasih. A. IDENTITAS RESPONDEN Petunjuk : Berilah tanda ( x ) untuk pilihan yang paling sesuai dengan diri Anda. 1. Apa jenis kelamin Anda? a. Laki-laki b. Perempuan 2. Berapa usia Anda? a tahun d tahun b tahun e. 36 c tahun 3. Apa pendidikan terakhir Anda (yang sudah diselesaikan)? a. SD d. Diploma g. S3 b. SLTP e. S1 h. Lain-lain c. SLTA f. S2

2 97 4. Apa pekerjaan Anda saat ini? a. Pegawai Negeri d. Karyawan g. Lain-lain b. Pegawai Swasta e. Pelajar/Mahasiswa c. Wiraswasta f. Ibu Rumah Tangga 5. Berapakah pendapatan Anda per bulan? a. < Rp d. Rp Rp b. Rp Rp e. > Rp c. Rp Rp Saat ini merek sabun mandi apa yang Anda pakai? a. Lifebuoy c. Dettol b. Nuvo d. Medicare 7. Apakah Anda suka berganti-ganti merek sabun mandi? a. Ya b. Tidak 8. Faktor apa yang mempengaruhi Anda sehingga berganti merek sabun? a. Harganya lebih murah d. Bosen terhadap sabun lama b. Wanginya tahan lama e. Setelah melihat iklan di TV c. Coba-coba

3 98 B. POSITIONING Petunjuk : Berikan rangking (peringkat) untuk merek-merek sabun mandi berikut yang paling mirip dengan merek sabun mandi Lifebuoy (Peringkat 1 adalah yang paling mirip). 1. Product (Produk) 2. Price (Harga) Merek Sabun Mandi Nuvo Rangking Merek Sabun Mandi Nuvo Rangking Dettol Dettol Medicare Medicare 3. Place (Distribusi) 4. Promotion (Promosi) Merek Sabun Mandi Nuvo Dettol Medicare Rangking Merek Sabun Mandi Nuvo Dettol Medicare Rangking

4 99 Lampiran 2 Tabulasi Identitas Responden Data Responden No

7 102 Lampiran 3 Tabulasi Positioning Product Responden Dettol Lifebuoy Medicare Nuvo

10 Price Responden Dettol Lifebuoy Medicare Nuvo

13 Place Responden Dettol Lifebuoy Medicare Nuvo

16 Promotion Responden Dettol Lifebuoy Medicare Nuvo

19 Lampiran 4 Profil Responden Frequencies Statistics Jenis merek Berapa Berganti faktorga kelamin usia pendidikan pekerjaan pendapatan sabun sabun merek ntimerek N Valid Missing

20 115 Frequency Table jeniskelamin Cumulative Frequency Percent Valid Percent Percent Valid laki-laki Perempuan Total usia Cumulative Frequency Percent Valid Percent Percent Valid tahun tahun tahun tahun > 36 tahun Total pendidikan Cumulative Frequency Percent Valid Percent Percent Valid SD SLTP SLTA DIPLOMA S S Lain-lain Total

21 116 pekerjaan Cumulative Frequency Percent Valid Percent Percent Valid pegawai negeri pegawai swasta Wiraswasta Karyawan pelajar/mahasiswa ibu rumah tangga lain-lain Total pendapatan Frequency Percent Valid Percent Cumulative Percent Valid < Rp Rp Rp Rp Rp Rp Rp Total mereksabun Frequency Percent Valid Percent Cumulative Percent Valid Lifebuoy Nuvo Dettol Medicare Total

22 117 bergantimerek Frequency Percent Valid Percent Cumulative Percent Valid Ya Tidak Total faktorgantimerek Cumulative Frequency Percent Valid Percent Percent Valid harganya lebih murah wanginya tahan lama coba-coba bosen terhadap sabun lama setelah melihat iklan di TV Total Lampiran 5 Hasil Uji Positioning dengan Multidimension Scaling (MDS) Product Alscal Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 2 is used. Iteration S-stress Improvement

23 118 Iterations stopped because S-stress improvement is less than Stress and squared correlation (RSQ) in distances RSQ values are the proportion of variance of the scaled data (disparities) in the partition (row, matrix, or entire data) which is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 2. For matrix Stress = RSQ = Configuration derived in 2 dimensions Stimulus Coordinates Dimension Stimulus Stimulus 1 2 Number Name Column 1 dettol lifebuoy medicare nuvo

24 119

25 120

26 121 Price Alscal Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 2 is used. Iteration S-stress Improvement Iterations stopped because S-stress improvement is less than Stress and squared correlation (RSQ) in distances RSQ values are the proportion of variance of the scaled data (disparities) in the partition (row, matrix, or entire data) which is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 2. For matrix Stress = RSQ = Configuration derived in 2 dimensions Stimulus Coordinates Dimension Stimulus Stimulus 1 2 Number Name Column 1 dettol lifebuoy medicare nuvo

27 122

123 Place Alscal Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 2 is used. Iteration S-stress Improvement 1.03773 2.02528.01246 3.01789.00738 4.01359.

28 123 Place Alscal Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 2 is used. Iteration S-stress Improvement Iterations stopped because S-stress improvement is less than Stress and squared correlation (RSQ) in distances RSQ values are the proportion of variance of the scaled data (disparities) in the partition (row, matrix, or entire data) which

124 is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 2. For matrix Stress =.01449 RSQ =.

29 124 is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 2. For matrix Stress = RSQ = Configuration derived in 2 dimensions Stimulus Coordinates Dimension Stimulus Stimulus 1 2 Number Name Column 1 dettol lifebuoy medicare nuvo

30 125

31 126 Promotion Alscal Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 2 is used. Iteration S-stress Improvement Iterations stopped because S-stress improvement is less than

32 127 Stress and squared correlation (RSQ) in distances RSQ values are the proportion of variance of the scaled data (disparities) in the partition (row, matrix, or entire data) which is accounted for by their corresponding distances. Stress values are Kruskal's stress formula 2. For matrix Stress = RSQ = Configuration derived in 2 dimensions Stimulus Coordinates Dimension Stimulus Stimulus 1 2 Number Name Column 1 dettol lifebuoy medicare nuvo

33 128

34 129

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