International Journal of Research and Review Vol. 10; Issues: 6; June 2023 Websites:www.ijrrjournal.com Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237 International Journal of Research and Review (ijrrjournal.com) 468 Volumes 10; Issues: 6; June 2023 Printer Product Positioning in Tokopedia E-Commerce Based on Analysis of Consumer Reviews Augustina Sri Harniati 1 , Ujang Sumarwan 2 , Siti Jahroh 3 1,3 School of Business, IPB University, Jl. Raya Padjadjaran Bogor, Indonesia 2 Department of Family and Consumer Sciences Faculty of Human Ecology IPB University Corresponding Author: Augustina Sri Harniati DOIs: https://doi.org/10.52403/ijrr.20230659 ABSTRACT Proper product positioning is the key to success in attracting consumer interest. Consumer reviews on e-commerce platforms such as Tokopedia provide valuable insights into consumer perceptions of printer products and can be used to identify effective product positioning. This research aims to analyze the positioning of printer products from various brands sold at Tokopedia, based on an analysis of online consumer reviews; formulate managerial implications that printer companies can apply in managing online marketing activities based on the results of positioning from online reviews on Tokopedia. The data were obtained from search results and observations, uploaded reviews of consumers who bought printer products at the official store on Tokopedia e-commerce. Review data collection was carried out using non- probability sampling with a purposive sampling technique, then collected using data scraping techniques. Data were analyzed using descriptive analysis, content analysis and correspondence analysis using SPSS 26 software. The results showed that Canon printers had a strong positioning in terms of packaging in periods I and II; there was a change in consumer positioning towards Brother printers from period I to period II; there was a change in consumer positioning towards HP printers from period I to period II; consumers on Epson printers position Epson printers primarily in the context of good customer service by consumers. Keywords: content analysis, correspondence analysis, online customer review, product positioning INTRODUCTION In the last few decades, internet technology has experienced rapid developments that greatly affect human life. The Internet has become a very important source of information, means of communication and business platform. This can be seen from the increasing trend of internet users from year to year, which continues to increase along with technological developments. Data published by the Association of Indonesian Internet Service Providers (APJII) in Figure 1, shows that in 2000, there were only around 1.9 million internet users in Indonesia. However, in 2022-2023, the number of internet users in Indonesia will increase drastically to 215.63 million. When compared with the total population of Indonesia in 2022-2023 based on BPS projection data, namely 275.77 million people, there will be internet penetration of 78.19% in 2022-2023. The development of internet technology has had a significant impact on many aspects of human life, including business and economics. According to Ngafifi (2014), technology psychologically affects all types of human activity and behavior. People's dependence on the internet has resulted in changes in how to get information and changes in behavior in buying and selling, which were originally done offline to online (Santoso et al. 2020), so that internet-based businesses such as e-commerce are growing.