Marketplace Positioning in Indonesia Based on Consumer Perception

  • Yayat Sujatna Ahmad Dahlan Institute of Technology and Business, Jakarta, Indonesia https://orcid.org/0000-0002-3449-6222
  • Siti Siti Maryama Ahmad Dahlan Institute of Technology and Business, Jakarta, Indonesia
  • Uki Masduki Ahmad Dahlan Institute of Technology and Business, Jakarta, Indonesia
Keywords: Marketplace, Multi-Dimensional Scaling, Positioning

Abstract

The purpose of this study is to analyze the positioning of the marketplace in Indonesia based on consumer perception. The data used are primary data through questionnaire distribution to 350 respondents with a Linkert measurement scale. The analysis technique uses Multidimensional Scaling Analysis (MDSA). From the results of this study, it was found that the marketplace position in Indonesia has similarities and differences based on consumer perceptions. Marketplace shop and Lazada have similarities in ease of use, information quality, application design, and ability to control process (process controllability). In contrast, Tokopedia has similarities in ease of use (ease for use), customer service (customer service), and price).

Published
2020-07-01
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