STRATEGI PEMASARAN MELALUI IDENTIFIKASI FAKTOR PENTING YANG MEMPENGARUHI KONSUMEN MEMBELI MOBIL GREAT NEW XENIA DI WILAYAH JAKARTA SELATAN
DOI:
https://doi.org/10.22441/jimb.v5i1.5622Kata Kunci:
Analisa Faktor, Great New Xenia, Strategi PemasaranAbstrak
Kondisi pasar otomotif yang bergejolak tidak menjadi kendala yang berarti untuk penjualan multi purposes vehicles (MPV) yang di bundel dengan harga lebih rendah.PT. Daihatsu Astra Motor Daihatsu memperkenalkan produk terbaru mereka Great New Xenia termasuk mobil kelas low dan mid-end. Tujuan dari penelitian ini adalah mendapatkan faktor penting yang mempengaruhi konsumen dalam keputusan membeli mobil Daihatsu Great New Xenia, serta menentukan strategi pemasaran yang tepat dalam rangka meningkatkan penjualan. Faktor penting yang menjadi minat konsumen dalam membeli mobil Daihatsu Great New Xenia adalah dinamakan faktor Features yang terdiri atas mobil yang memiliki fitur-fitur yang lengkap, desain keseluruhan sangat menarik, kemudahan dalam mengoperasikan kendaraan baik yang manual maupun yang matic serta kemudahan metode atau cara pembayaran yang ditawarkan dealer kepada para calon pembeli.Strategi pemasaran yang perlu dilakukan oleh PT. Astra Daihatsu Motor, Tbk dalam rangka meningkatkan penjualan adalah dengan Melakukan berbagai kegiatan promosi yang mengedepankan Features kendaraan.Unduhan
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