Positioning Analysis Of An M-Health Application Based On User Perception Using A Multidimensional Scaling Method (A Case Of Kimia Farma Mobile In Indonesia)
The health industry is currently entering the 5.0 transformation, where the power of digital interaction creates contactless and real-time relationships. The potential of technology in the world of health creates new business opportunities in a better direction, which also leads to the emergence of m- Health application innovations. PT. Kimia Farma Tbk responded to the demand for online-based health services by releasing the Kimia Farma Mobile m-Health application. However, the number of active users of the Kimia Farma Mobile m-Health application shows defeat compared to the Top 3 m-Health applications in Indonesia, even though it was released two years ago and the service facilities offered are similar. The purpose of this research is to map the positioning of the four m-Health applications, namely Kimia Farma Mobile, Halodoc, Alodokter, and SehatQ, from user perceptions in Indonesia and compare the similarity and dissimilarity between the brands based on the eight variable dimensions of e-SERVQUAL using Multidimensional Scaling (MDS) method, as well as to analyze further of the position of the Kimia Farma Mobile m-Health application compared to competitors by the euclidean distance scores. The results show that the Kimia Farma Mobile m-Health application ranks fourth among all eight variable dimensions of e-SERVQUAL and is perceived as the least favourite among other leading m-Health applications. Also, another finding shows that the positioning map of this study has an R-Square value of 0.994 and a stress value of 7.53%, which means that the resulting map distinguishes the positioning of the four m-Health applications in this study.