BRAND POSITIONING ANALYSIS OF FIVE INDONESIAN E-COMMERCE COURIER SERVICE COMPANIES USING PERCEPTUAL MAPPING TECHNIQUE

• Main Author: Frida Aisya, Nestia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49729
• Institution: Institut Teknologi Bandung

The development of the courier service industry in Indonesia has been confirmed to be mainly driven by the enormity growth of e-commerce. With many choices of courier service brands available in e-commerce, brands need to compete to get the most consumers. On the other hand, perception has been proven to affect consumers’ purchase intention by a lot of studies. Therefore, it is important for brands to know what consumers perceive about them. The purpose of this study is to know the perception of online shoppers to five courier service companies through twelve measured attributes and to know the perceptual map of the observed companies by using nonmetric Multidimensional Scaling (MDS). A questionnaire was distributed to 1000 respondents which the respondents were asked to rank the measured attributes in Likert scale from 1 to 6. The analysis has Stress value of 0.07261, RSQ value of 0.97, and Cronbach’s Alpha value of 0.94. The map resulted the observed companies’ coordinate in the perceptual map according to the online shoppers’ perception are: A (2.2072, 0.97); B (-1.8653, 0.499); C (-2.147, 0.2403); D (1.1379, 0.9907); E (-0.7003, 0.5271). The excellence of each company according to the perception of online shoppers portrayed in the perceptual map dimension are: B, C, and E are perceived good in Safety, Service Price, and Courier Officer Professionalism whereas D and A are perceived good in Customer Service, Discounts and/ Voucher, and Offline Advertising. Given that the best eight out of twelve attributes are going to E, therefore, according to the online shoppers’ perception, E is the best courier service company among its competitors. The result of this research is expected to help courier service brands to understand their positions among the competitors and evaluate their strategy.