Implementation of Multidimensional Scaling (MDS) in Determining the Positioning of Rasa Dewa Juice: Strategy Micro Small Business (SME’s) Product Fatimah 1 , Darna 2 , Elisabeth Y.M. 3 {fatimah@akuntansi.pnj.ac.id 1 , darna@akuntansi.pnj.ac.id 2 , lisayansye@yahoo.co.id 3 } Politeknik Negeri Jakarta, Indonesia 1, 2, 3 Abstract. Consumer perception of a product is important to be known by producers, so that producer can decide the right marketing communication. This study aims to analyze the positioning of consumer perceptions of Belimbing Dewa Juice products produced by small and micro enterprises (SMEs) in the city of Depok. The Multidimensional Scaling (MDS) method with the attributes of taste, packaging, promotion, and prestige is chosen to illustrate a map of consumer perceptions of Belimbing Dewa Juice. This method tries to compare Jus production of SMEs with three similar beverage products (Pulpy Orange, Floridina, and Coolant) produced by large producers. In this analysis, a purposive sampling approach is chosen by interviewing 100 consumers to be evaluated. MDS analysis results with attributes of taste, packaging, promotion, and prestige; shows that the position of Belimbing Dewa Juice is far apart from Coolant, Floridina and Pulpy Orange brand drinks with Euclidean distance (D) scales of 0.693; 1,117 and 1,565. On the contrary, Coolant, Floridina, and Pulpy Orange are close to each other. This shows that packaged beverages from large producers compete with one another. Whereas the positioning of Belimbing Dewa Juice based on the attributes of taste, packaging, promotion, and prestige cannot be categorized as competitors of the three types of manufacturer's beverages. Keywords: Multidimensional scaling, positioning, consumer perception 1. Introduction Recent global economic development is experiencing intense competition that requires every producer to innovate the development and the improvement of its products’ quality. According to Supriyadi [1], the quality of products is the main weakness of SME products which makes it difficult to compete with similar products produced by large companies. Beverage products which are made of local fruits are currently very diverse by offering different flavors, these conditions lead to high competition between one brand and another. In addition to being required to be able to compete through the quality of its products, fruit- flavored beverage manufacturers are also required to be able to influence consumers through promotional activities that are vigorous in various print media, television media, billboards, and other promotional media. Rasa Dewa juice is one of SMEs’ brand who wants to be appointed as a superior product and a distinctive feature of Depok city because this product uses the raw material of starfruit which is considered as an "Icon" of Depok city. However, Rasa Dewa juice has not been widely known by the public, even by the people of Depok city themselves. The owners have ICTES 2018, November 21-22, Bali, Indonesia Copyright © 2019 EAI DOI 10.4108/eai.21-11-2018.2282281