Analysis Of Yamaha Motorcycle Marketing Strategies On Consumer Behavior

Authors

  • Surya Budiman Pamulang University
  • Muhammad Reyhan Yafi Pamulang University
  • Ramadhani Ilham Pamulang University
  • Akhmad Auliya Fatahilah Pamulang University
  • Tuti Hasanah Pamulang University
  • Farly Lumopa Pamulang University

Abstract

In choosing a product, customers have a target for the product they will buy. The company has a marketing strategy to introduce its products to customers with marketing that has no limits. With the functionality and innovation of the products that will be introduced to the public in order to attract consumer attention. The research presented here has the aim of knowing consumer behavior towards motorbikes produced by PT Yamaha Indonesia Motor Manufacturing. Marketing strategy has a very important and strong role in the sale of PT Yamaha Indonesia Motor Manufacturing motorbikes. Marketing strategy analysis is a core part of facing a competitive market. This research has several important aspects, namely target identification, positioning and market segmentation. This analysis is also to understand competitors and marketing strategies. This research also emphasizes the role of service to consumers in maintaining consumer satisfaction in terms of product quality and maintaining PT Yamaha's brand reputation in motorcycle sales. In improving marketing, it also pays attention to increasing the quality of the brand (brand awareness) and the perceived quality directly by potential buyers.

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Published

2023-12-01

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Vol. 4 No. 1 (2023): HUMANIS (Humanities, Management and Science Proceedings)

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