Implementation of Multidimensional Scaling (MDS) in Determining the Positioning of Rasa Dewa Juice: Strategy Micro Small Business (SME’s) Product

Consumer perception of a product is important to be known by producers, so that producer can decide the right marketing communication. This study aims to analyze the positioning of consumer perceptions of Belimbing Dewa Juice products produced by small and micro enterprises (SMEs) in the city of Depok. The Multidimensional Scaling (MDS) method with the attributes of taste, packaging, promotion, and prestige is chosen to illustrate a map of consumer perceptions of Belimbing Dewa Juice. This method tries to compare Jus production of SMEs with three similar beverage products (Pulpy Orange, Floridina, and Coolant) produced by large producers. In this analysis, a purposive sampling approach is chosen by interviewing 100 consumers to be evaluated. MDS analysis results with attributes of taste, packaging, promotion, and prestige; shows that the position of Belimbing Dewa Juice is far apart from Coolant, Floridina and Pulpy Orange brand drinks with Euclidean distance (D) scales of 0.693; 1,117 and 1,565. On the contrary, Coolant, Floridina, and Pulpy Orange are close to each other. This shows that packaged beverages from large producers compete with one another. Whereas the positioning of Belimbing Dewa Juice based on the attributes of taste, packaging, promotion, and prestige cannot be categorized as competitors of the three types of manufacturer's beverages.