Analysis Of Positioning Online Investment Apps In Indonesia

Research Aim: This study aims to determine the attributes of Online Investment in Indonesia, including BIBIT, AJAIB, STOCKBIT, MOST, and IPOT. Design/Methods/Approach: This study uses a quantitative method with a sample of 162 respondents. The analysis used is multidimensional scaling with SPSS Version 27. Research Finding: The result of MDS analysis is that each Online Investment has its advantages that are not owned by others. In addition, Dimension 1 (d1) is perceived usefulness, and Dimension 2 (d2) is trust. In the perceived reputation attribute, BIBIT is superior, and in the trust attribute, IPOT is superior. The perceived usefulness and user interface attributes can be seen in the position between AJAIB and STOCKBIT. Theoretical Contribution/Originality: This study provides insight into how online investment applications such as BIBIT, AJAIB, STOCKBIT, MOST, and IPOT are perceived by consumers. Practitioner/Policy Implication: This research provides implications for companies to focus resources on attributes considered important by users, such as trust, user interface, and perceived usefulness, to win the competition. Research Limitation: Further research can use other attributes that can measure the positioning of online investment apps, or can also use application objects other than online investment apps.