Amelia, Yusriani (2025) PENGARUH STRATEGI PROMOSI, HARGA DAN AFTER SALES SERVICE TERHADAP KEPUTUSAN KONSUMEN MEMBELI MOBIL LISTRIK HYUNDAI (IONIQ). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
The goal of thisis to find out how promotional strategies, pricing, and after sales service impact consumers’ decisions to purchase Hyundai (Ioniq) electric vehicles. To achieve this goal, the study used a quantitive approach and collected data from 135 respondents who have purchased the Hyundai (Ioniq) electric vehicles. The results show that promotional strategies, pricing, and after sales service significantly influence consumers’ decision to buy the Hyundai (Ioniq) electric vehicles. Promotional strategies and competitive pricing are the most critical factors, followed by the quality of after-sales service. The results provide insights for Hyundai and other automakers on the importance of integrating effective marketing strategies, competitive pricing, and superior after-sales service to enhance consumer satisfaction and drive sales of electric vehicles. Tujuan penelitian ini adalah untuk mengkaji cara strategi promosi, harga, dan after sales service menentukan pilihan pembeli mobil listrik Hyundai Ioniq. Metode survei yang dikombinasikan dengan pendekatan kuantitatif dilibatkan dalam riset ini untuk mengumpulkan informasi dari 135 responden yang telah melakukan pembelian mobil listrik Hyundai Ioniq. Temuan penelitian menunjukkan bahwa strategi promosi, harga, dan after sales service secara signifikan memengaruhi apa yang diputuskan pelanggan untuk dibeli. After sales service adalah komponen tersignifikan kedua, setelah strategi promosi. Untuk meningkatkan kepuasan pelanggan dan mendorong penjualan mobil listrik, Hyundai dan pembuat mobil lainnya dapat belajar dari temuan ini betapa pentingnya menggabungkan strategi promosi yang efisien, after sales service yang baik, dan harga yang kompetitif.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120110091 |
| Uncontrolled Keywords: | Promotional Strategies, Pricing, After-Sales Service, Consumer Purchasing Decisions, Hyundai Electrical Car. Strategi Promosi, Harga, After Sales Service, Keputusan Pembelian Konsumen, Mobil Listrik Hyundai. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 17 Apr 2025 03:09 |
| Last Modified: | 17 Apr 2025 03:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95225 |
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