Integrating Factor Analysis and Multi Dimensional Scaling for Brand Positioning of E-Commerce Platforms

Brand positioning is crucial for any company, as it help to understand the company position against its competitors, and how to fit its marketing mix and strategy to win more consumers. The research aims to analyze brand position of top six e-commerce platform (Tokopedia, Shopee, Bukalapak, Lazada, BliBli and JD.ID) within consumers in Two cities in Indonesia, Jakarta & Tangerang. Products attributes were gathered through literature review and brainstorming. Factor analysis were then used to reduce consumers' attributes into 4 dimensions, i.e. E-commerce Capability, Customer Service, Value for Money, and Product Offering. Six perpetual maps were then created using Multi-dimensional scaling to analyze top six brands on those dimensions. Results shows that Tokopedia and Shopee are superior in E-commerce Capability, whilst sharing similar positioning in term of Value for Money and Product Offering. BliBli is perceived to be superior in Customer Service and can capitalize this dimension as their differentiation strategy.