DESIGNING POSITIONING IMPROVEMENT OF SILVI’S INSTAGRAM USING MULTIDIMENSIONAL SCALING

Penulis

  • Muhammad Aldio Rozan Putra
  • Agus Achmad Suhendra
  • Ima Normalia Kusmayanti

DOI:

https://doi.org/10.25124/jpeia.v2i1.7476

Kata Kunci:

Silvi, Instagram, Positioning, Multidimensional Scaling, Attributes, Perceptual Mapping

Abstrak

Silvi is an application that helps restaurant owners in managing ordering and payment procedures. PT. Kreigan Sentral Teknologi markets the Silvi application through social media, and one of the platforms they use is Instagram. Potential clients can access the Silvi Application via IG called silvi.indonesia. The engagement rate shows that it is very important to control the feed on Instagram to get more engagement. By using multidimensional scaling, it was concluded that there are ten Instagram engagement attributes used in perceptual mapping, such as profile interest, profile description, feed interaction, feed interest, feed timeline, story timeline, story interest, text interest, and text explanation. There are nine competitors used in perception mapping. Based on the three regions on the map, Silvi is in region A with Moka and ESB. Recommendations for improving the Instagram SIlvi positioning design are carried out on the attributes that the company wants to highlight so that Instagram audiences can recognize and get more engagement on Instagram Silvi.

Unduhan

Data unduhan belum tersedia.

Unduhan

Diterbitkan

2024-06-05

Terbitan

Vol 2 No 1 (2024): Mei 2024

Bagian

Articles

Lisensi

Authors who publish in this journal agree to the following rules:

  1. Authors retain copyright and give the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors may enter separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with attribution to the journal's initial publication.
  3. Authors are permitted and recommended to post their work online (such as in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges as well as earlier and greater citation of published work.