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.
Highlights
The rise of millions computer virus and malware has made programmer competing to create the best antivirus software, that can protect personal computer system and all of the files in it
The research here is directed to examine the similarity of Indonesian antivirus software products to foreign products based on consumer perceptions
This research is different from other studies because most of the existing research only lists antivirus software products originating from abroad, there is no research that includes Indonesian products
Summary
The rise of millions computer virus and malware has made programmer competing to create the best antivirus software, that can protect personal computer system and all of the files in it. 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. Indonesia's antivirus software industry must be able to know its position in the minds of consumers, especially domestic consumers. From studies that have been available so far until 2018, it turns out that there is no research comparing Indonesian antivirus software products to foreign products. The research here is directed to examine the similarity of Indonesian antivirus software products to foreign products based on consumer perceptions. From this research it is expected that Indonesian antivirus software products can meet the criteria of products desired by consumers
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