ANALISIS POSITIONING PRODUK DALAM PERSAINGAN SHAMPO CLEAR (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS MUHAMMADIYAH YOGYAKARTA)

This Research has objectives to analyse position of Clear shampoo to Pantene and Sunsilk shampoo based on quality, price, brand, and package, and also to analyse the difference of consumer assessment to the excellence of Clear shampoo based on consuiner characteristic. The technique intake of sample is Purposive Sampling. While data eollecting technique by using questionnaire. The used analysis tools are Aritmatik Mean, and Chi Square, weared Likert Scale as the measurement variable scale. Result of this resegrch shows that position of Clear shampoo is more pre-eminent than Pantene and Sunsilk, and there is difference of consumer assessment to the excellence of Clear shampoo based on consumer characteristic. While the conclusion of this iesearch is position of Clear shampoo pre-eminent at attribute of quality and price. Brand attribute of Clear 'shampoo exceled by Pantene shampoo. While package attribute of Clear shampoo reside' in position which is equal with Pantene shampoo. The consumer assessment of the excellience of Clear shampoo is different based on gender, age, and earnings level.