Analysis of Consumers’ Perception at the Food Court of Lampung Walk by Using Multidimensional Scaling Approach

Abstract

This research aims to determine customer perceptions of food outlets located on Lampung Walk and to find out the similarities between food outlets on Lampung Walk using Multidimensional Scaling analysis. The methods used in this reseach are descriptive method and analytic survey using inferential statistics. The research places are the food outlet of Kedai Urang, el's coffee, dimsum moresto, pondok hijau and sup duren ewok. The results of this research known that the highest customer perceptions is in Kedai Urang with affordable price attributes, more portions, good taste, neat and clean presentation. So that for other business developers can pay attention to the attributes of consumer perception for business continuity.

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“…In the spatial map, dissimilar objects are far apart, whereas objects that are similar are placed close to each other. Young's S-stress was used to calculate the goodness of adaptation (S-stress < 1) [40,41]. Another important indicator used to measure the goodness of fit is the "Multiple Correlation Coefficient" R 2 (RSQ), which measures the quantity of variance explained by the extracted dimensions [40,41].…”

“…Young's S-stress was used to calculate the goodness of adaptation (S-stress < 1) [40,41]. Another important indicator used to measure the goodness of fit is the "Multiple Correlation Coefficient" R 2 (RSQ), which measures the quantity of variance explained by the extracted dimensions [40,41]. For this analysis, the multidimensional ALSCAL procedure was applied because it is very effective with metrics or ordinal measures of proximity, which is why it is one of the most used [40,41].…”

“…Another important indicator used to measure the goodness of fit is the "Multiple Correlation Coefficient" R 2 (RSQ), which measures the quantity of variance explained by the extracted dimensions [40,41]. For this analysis, the multidimensional ALSCAL procedure was applied because it is very effective with metrics or ordinal measures of proximity, which is why it is one of the most used [40,41]. This procedure allows the relationships between multiple sets of variables or objects to be visually examined [6].…”