Mapping perception of consumer antivirus software with multidimensional scaling method

  • Ai Nurhayati Sekolah Tinggi Teknologi Bandung
  • Frencius . Sekolah Tinggi Teknologi Bandung
Keywords: antivirus, mapping perception, multidimensional scaling(MDS), SPSS

Abstract

Antivirus software industry is growing rapidly in the world in 2018. The domestic antivirus software industry
must be able to compete on a global scale. To face free trade, Indonesia's antivirus software industry must be able to
know its position in the minds of consumers, especially domestic consumers. In this research, Smadav will represent
the antivirus software industry from Indonesia. In this research want to know how the position of smadav compared
with its current competitors, namely Avast, Avira, AVG, Kaspersky, McAfee and Norton. This research is only done to
map antivirus software based on similarity according to respondent's perception. This research uses Multidimensional
scaling (MDS) method through SPSS software program version 23. The results showed that there are three groups of
different antivirus software based on similarity level according to the respondent's perception. On the two-dimensional
and three-dimensional maps Norton antivirus software, Avast and Avira have similar resemblance according to the
respondent's perception, because the location is closest and is in the same quadrant. Smadav differs according to
perceptions of respondents. AVG, McAfee and Kaspersky have similarities according to respondents' perceptions.

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Published
2020-01-27