BRAND POSITIONING MAPPING USING MULTIDIMENSIONAL SCALING BASED ON FIVE DIMENSION OF SERVICE QUALITY

Abstract

This study is about to analyze Brand Positioning Mapping Using Multidimensional Scaling Based on Five Dimension Service Quality. The research was conducted in Kabupaten Bekasi, west Java. The condition tough competition between banks led consumers to be more selective and smart in choosing a bank that they rely on to save, trade, and any activity that requires the role of banks. Appropriate services will provide the consumers may feel that they have chosen the right bank for savings or other transactions with bank. The author uses this as the problem identification. The banks for this research are Bank Central Asia (BCA), Mandiri Bank, Bank Negara Indonesia, Bank Rakyat Indonesia, CIMB_Niaga Bank, and Bank Tabungan Negara. This study uses quantitative analysis. The author use multivariate analysis, there is multi dimensional scaling to get the position in the map. In this research the author uses primary data and secondary data. The author used a mail questionnaire and a self-administrative questionnaire given directly to respondents. Meanwhile, the secondary data obtained through the study of literature, searching the internet, journals, and e-book. Soft ware is used to help manufacture of this study is Microsoft word, Microsoft excel, PDF, and SPSS 17. Questionnaires distributed to more than 100 respondents located in Kabupaten Bekasi, west Java. Sampling method in this study using non-probability sampling, because of the probability within being selected as the sample population is unknown. This study used a significance level of 5% and the number of samples (n) 50 and the value of r the table are 0.297. The criteria of respondents is that had felt the services of the bank at least five times and at least have accounts at three different banks. It can give contribute to the result as a mapping based on perception of five dimension quality, there is tangible, empathy, responsiveness, reliability, and assurance. Based on the research, the result of BCA and Mandiri bank had even more than other bank. The others banks must can improve their performance based on five dimension service quality to make customers more endure and comfort when they transaction in the bank.