Benny Febriantono
041424353021
Supervisor
Dr.Tanti Handriana, SE., MSi.
ABSTRACT
With the InCreasingly 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 apprropriate marketing approach to product with existing consumer perceptions. Based on BCA Finance Ranking Data 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 Residence who has plans in buying a car in the next 6 months. This research indicates that bca finance product has superiority in attributes of brand image and wom finance products as its nearest competitors.
Keywords: Credit financing, multidimensional scaling.
