FRAYOGI, MUHAMMAD (2021) ANALISIS PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMILIH MOBIL LOW COST GREEN CAR (LCGC) PADA MEREK MOBIL HONDA BRIO. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The strong domination of Japanese car products reached 98,82% of total Indonesian market share of automobile market. Furthermore, one of category that have the fastest growth in the last 5 years is LCGC category that achieved 15,35% market share. Then, Brio as a LCGC brand of PT Honda Prospect Motor (HPM) became the only one brand of LCGC category that have significant increase year by year. This achievement related to strong brand image and awareness and its supported with marketing mix strategies and after-sales service it offers. Therefore, the researcher will analyze consumer decision making in choosing Honda Brio. The method of data collection will use questionnaire, interview, and documentation study. Then, the data will be analyzed by conducting validity and reliability test, classic assumption test, and hypothesis test to be able to answer the research problem formulation.Data processing result from 400 research respondents shows the result which stated brand image and awareness, product, price, place, and after-sales service both partially and simultaneously have a positive and significant effect on consumer decision making in choosing Honda Brio. Besides, the price became a dominant variable in effecting customer decision making in choosing Honda Brio. As refer to the research result, HPM need to set up a continuously and simultaneously strategies, including brand aspect, marketing mix and service to keep giving the best service and get customer’s satisfaction and loyalty in Honda brand, especially Honda Brio. Keyword : Brand, Marketing Mix, & After-Sales Service; Customer Decision Making; Low Cost Green Car (LCGC) Kuatnya dominasi produk mobil buatan Jepang mencapai angka 98,82% dari keseluruhan penjualan mobil Indonesia. Selanjutnya, kategori produk LCGC menjadi yang paling cepat pertumbuhannya selama 5 tahun terakhir dengan pencapaian market share 15,35%. Brio sebagai merek LCGC buatan PT Honda Prospect Motor (HPM) menjadi merek mobil LCGC yang terus mengalami peningkatan penjualannya dari tahun ke tahun. Hal ini didukung oleh citra dan kesadaran merek dengan strategi bauran pemasaran serta pelayanan purna jual yang ditawarkannya. Oleh karenanya, peneliti akan menganalisa pengambilan keputusan pembelian mobil Honda Brio dengan teknik analisa kuantitatif. Metode pengumpulan data dilakukan melalui kuesioner, wawancara dan studi dokumentasi, kemudian dianalisa dengan melakukan uji validitas dan realibilitas, uji asumsi klasik, dan uji hipotesis untuk dapat menjawab rumusan masalah penelitian. Hasil olah data dari 400 responden penelitian menunjukkan hasil bahwa citra merek, kesadaran merek, produk, harga, tempat dan pelayanan purna jual baik secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian mobil Honda Brio. Dan harga menjadi variabel paling dominan dalam mempengaruhi keputusan pembelian mobil Honda Brio. Dengan demikian, HPM perlu mengatur strategi yang saling berkesinambungan secara kontinu meliputi aspek merek, bauran pemasaran dan pelayanan untuk terus memberikan pelayanan terbaik dan mendapatkan kepuasan dan loyalitas pelanggan mobil Honda Brio. Kata Kunci : Merek, Bauran Pemasaran, & Layanan Purna Jual; Keputusan Pembelian; Low Cost Green Car (LCGC)
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