Perancangan Perbaikan Positioning Produk T-shirt Vrill Industries Berdasarkan Perceptual Mapping Menggunakan Metode Multidimensional Scaling

Firly Dewi Wibisono, Yati Rohayati, Boby Hera Sagita

Abstract

Abstrak VRILL INDUSTRIES merupakan distro T-Shirt di kota bandung yang memasarakan produknya hampir ke seluruh Indonesia menggunakan cara konsinyasi dan online untuk menjual produknya. Dalam dua belas bulan terakhir target penjualan VRILL INDUSTRIES tidak tercapai, keberadaan brand T-Shirt kurang dikenal, dan tidak terlihat keunggulan dari produk VRILL INDUSTRIES dibandingkan dengan T-Shirt brand lain. Penelitian ini bertujuan untuk menggali atribut apa saja yang dipertimbangkan saat membeli T-Shirt distro, yaitu, harga, kualitas kain, variasi desain, variasi warna, kepopuleran brand, attractiveness, fashionableness, dan kemudahan pembelian. Atribut yang telah disebutkan akan digunakan pada perceptual mapping untuk mendapatkan gambaran visual dari positioning T-Shirt distro VRILL INDUSTRIES terhadap para pesaingnya menggunakan metode multidimensional scaling. Penelitian ini menggunakan sampel sebanyak 100 sampel untuk dijadikan responden yang merupakan pengguna T-Shirt distro. Berdasarkan pengolahan data yang menghasilkan perceptual map, T-Shirt VRILL INDUSTRIES berada di satu wilayah dengan T-Shirt brand Sixpax, Badger, dan Sniff, dimana wilayah ini menunjukan bahwa ketiga brand T-Shirt tersebut merupakan pesaing utama VRILL INDUSTRIES. Selain mendapatkan positioning T-Shirt VRILL INDUSTRIES terhadap para pesaingnya, didapatkan pula rekomendasi perbaikan dari penelitian ini untuk dijadikan strategi positioning berdasarkan atribut yang dinilai lemah dari T-Shirt VRILL INDUSTRIES.

Kata kunci : Positioning, T-Shirt VRILL INDUSTRIES, Multidimensional Scaling, dan Perceptual Mapping.


Abstract VRILL INDUSTRIES is a T-Shirt distribution in the city of Bandung, which markets its products to almost all of Indonesia using Consolidation and Online methods to sell its products. In the last twelve months the sales target of VRILL INDUSTRIES has not been achieved, the existence of T-Shirt brands is less well known, and there is no visible advantage of VRILL INDUSTRIES products compared to other T-Shirt brands. This study aims to explore what attributes are considered when buying a T-Shirt distro, namely, price, fabric quality, design variations, color variations, brand popularity, attractiveness, fashionableness, and ease of purchase. The attributes mentioned will be used in perceptual mapping to get a visual picture of the VRILL INDUSTRIES T-Shirt positioning against its competitors using the multidimensional scaling method. This study uses a sample of 100 samples to be respondents who are users of T-Shirt distributions. Based on data processing that results in a perceptual map, VRILL INDUSTRIES T-Shirts are in the same area as the Sixpax, Badger, and Sniff T-Shirts, where this region shows that the three T-Shirt brands are the main competitors of VRILL INDUSTRIES. In addition to getting the VRILL INDUSTRIES T-Shirt positioning against its competitors, it was also obtained recommendations for improvement from this study to become a positioning strategy based on attributes that were considered weak from the VRILL INDUSTRIES T-Shirt.

Keywords: Positioning, VRILL INDUSTRIES T-Shirt, Multidimensional Scaling, and Perceptual Mapping.

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