Analisis perilaku konsumen terhadap element Marketing Mix dalam fenomena mobil "Sejuta Umat" di Indonesia : Studi kasus mobil merek Toyota Avanza = Analysis of consumer behavior against element of Marketing Mix in the phenomenon of the car "a Million People" in Indonesia : A study about brand Toyota Avanza
Raka Dammi Islamianto;
Manalu, Margareta, supervisor
(Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014)
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[ 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.; ABSTRACTThe tight competition of automotive market in Indonesia forces the producexrs tocreate innovation in their product. In that competition, LMVP cars are still the mostattractive cars for Indonesian society. This phenomena pushes the car producers tostart entering the LMVP class. Toyota is the pioneer in the LMVP class with theToyota Avanza. Although now Avanza has a lot of competition they are still on topabove than the other competitors. The reason why Avanza is on top because it takesinto consideration elements of mix marketing such as product, price, place andpromotion. Those four elements can influence the decision making of consumers., The tight competition of automotive market in Indonesia forces the producexrs tocreate innovation in their product. In that competition, LMVP cars are still the mostattractive cars for Indonesian society. This phenomena pushes the car producers tostart entering the LMVP class. Toyota is the pioneer in the LMVP class with theToyota Avanza. Although now Avanza has a lot of competition they are still on topabove than the other competitors. The reason why Avanza is on top because it takesinto consideration elements of mix marketing such as product, price, place andpromotion. Those four elements can influence the decision making of consumers.] |
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Penerbitan : | [Place of publication not identified]: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014 |
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