POSITIONING ANALYSIS OF CREDIT LEASING PRODUCTS “CASE STUDY OF BCA FINANCE”
Benny Febriantono
041424353021
Supervisor
Dr. Tanti Handriana, SE., MSi.
ABSTRACT
With the increasing tight competition of motor vehicle products, credit companies require perception mapping of their products compared to other competitors' products. By knowing this, companies can evaluate and formulate a more appropriate marketing approach to products with existing consumer perceptions. Based on BCA finance data ranked 8th out of 12 national motor vehicle lending institutions, in order to have a competitive advantage over consumer perception mapping of BCA products and other products, using a quantitative approach with multidimensional scaling (MDS) mapping method, with respondents Surabaya residents who have plans in buying a car in the next 6 months. this research indicates that BCA finance product has superiority in attribute of Brand image and Wom finance product as its nearest competitor.
Keywords: Credit financing, multidimensional scaling.
