PENERAPAN METODE MULTI DIMENSIONAL SCALING (MDS) PADA ANALISIS POSITIONING E-COMMERCE BERDASARKAN PERSEPSI DAN PREFERENSI MAHASISWA

DESTRIYANTI, RENI and Sukanda, Dian Cahyawati and Irmeilyana, Irmeilyana (2022) PENERAPAN METODE MULTI DIMENSIONAL SCALING (MDS) PADA ANALISIS POSITIONING E-COMMERCE BERDASARKAN PERSEPSI DAN PREFERENSI MAHASISWA. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this study is to analyze the positioning similarity of electronic commerce (e-commerce) based on student perceptions and identify the relative position of competition e-commerce presented in a perceptual map using the method Multi Dimensional Scaling (MDS). The e-commerce sites are Tokopedia, Bukalapak, Shopee, Lazada, and OLX. The population in this study were students of FMIPA Sriwijaya University who had used e-commerce and had done shopping online no less than twice. The sample in this study were 96 respondents. Results positioning based on assessment of the perceived quality of the information provided by the e-commerce, perceived ease of use of e-commerce, the perception of trust use of e-commerce and price perception, found one group of e-commerce where every members of each group are considered similar by the respondents. This group consists of e-commerce Tokopedia, Bukalapak, Lazada, and OLX. The relative position is found in e-commerce Shopee because it is located in a different quadrant from the other four e-commerce, namely quadrant II with coordinate points (-2,6094;0,0362) , there fore based on the assessment of respondents' perceptions, e-commerce Shopee can be said to be the e-commerce most differentand has a relative position when compared to the other four e-commerce. The STRESS value obtained is equal to 0,00937 or approximately 0,9% so, the results of the positioning fifth e-commerce using the method are Multi Dimensional Scaling perfect criteria.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis MDS, Positioning, Perceptual map, E-commerce
Subjects:	Q Science > QA Mathematics > QA273-280 Probabilities. Mathematical statistics > QA279.C663 Response surfaces (Statistics) Q Science > QA Mathematics > QA273-280 Probabilities. Mathematical statistics > QA279.M66 Experimental design Q Science > QA Mathematics > QA273-280 Probabilities. Mathematical statistics > QA279.M67 Experimental design. Response surfaces (Statistics) Q Science > QA Mathematics > QA273-280 Probabilities. Mathematical statistics > QA279.M94 Experimental design, Response surfaces (Statistics)
Divisions:	08-Faculty of Mathematics and Natural Science > 44201-Mathematics (S1)
Depositing User:	Reni Destriyanti
Date Deposited:	01 Apr 2022 04:52
Last Modified:	01 Apr 2022 04:52
URI:	http://repository.unsri.ac.id/id/eprint/67921

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