[ ABSTRAK
Ketatnya persaingan dunia otomotif di Indonesia, memaksa para produsen untukmengeluarkan inovasi produknya. Dalam persaingan tersebut, ternyata mobil LMPVtetap menjadi kategori mobil yang paling diminati oleh masyarakat Indonesia.Fenomena ini ternyata membuat para produsen di bidang otomotif mengambilspekulasi untuk terjun ke dalam persaingan mobil kelas LMPV tersebut. Toyotamerupakan pionir mobil di kelas LMPV dengan produknya Toyota Avanza.Walaupun kini Toyota Avanza memiliki banyak kompetitor di kelasnya, angkapenjualan produk ini masih menduduki posisi teratas. Alasan Toyota Avanzamenduduki posisi teratas karena memperhatikan elemen-elemen marketing mixseperti produk, harga, tempat/keterjangkauan, dan promosi. Keempat elemenmarketing mix tersebut dapat mempengaruhi keputusan pembelian konsumen.;

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ABSTRACT

The tight competition of automotive market in Indonesia forces the producexrs to

create innovation in their product. In that competition, LMVP cars are still the most

attractive cars for Indonesian society. This phenomena pushes the car producers to

start entering the LMVP class. Toyota is the pioneer in the LMVP class with the

Toyota Avanza. Although now Avanza has a lot of competition they are still on top

above than the other competitors. The reason why Avanza is on top because it takes

into consideration elements of mix marketing such as product, price, place and

promotion. Those four elements can influence the decision making of consumers., The tight competition of automotive market in Indonesia forces the producexrs to

create innovation in their product. In that competition, LMVP cars are still the most

attractive cars for Indonesian society. This phenomena pushes the car producers to

start entering the LMVP class. Toyota is the pioneer in the LMVP class with the

Toyota Avanza. Although now Avanza has a lot of competition they are still on top

above than the other competitors. The reason why Avanza is on top because it takes

into consideration elements of mix marketing such as product, price, place and

promotion. Those four elements can influence the decision making of consumers.]