Strategi Pemasaran Dan Harga Mobil Honda Dalam Mencapai Kesuksesan Di Indonesia
DOI:
https://doi.org/10.54066/jurma.v2i2.1891Keywords:
Marketing Strategy, Pricing, HondaAbstract
This research employs a qualitative method to analyze Honda's marketing and pricing strategies in Indonesia, focusing on product innovation, branding, digital marketing, customer experience, and adaptation to government policies and market trends. The findings indicate that Honda successfully captures consumer attention through advanced technology, strong branding, creative campaigns, and collaborations with influencers. Competitive pricing strategies and high-quality after-sales services also contribute to Honda's success in the Indonesian automotive market. The study provides recommendations for Honda to continue innovating in environmentally friendly technology, strengthening digital marketing, enhancing customer experience, and expanding collaborations with strategic partners. Additionally, the development of hybrid and electric vehicles and collaborations with technology companies are deemed essential to maintain competitive advantage in the future. By implementing these recommendations, it is expected that Honda can maintain and improve its position in the Indonesian automotive market.
References
Aldo, P. N., Riorini, S. V., & Putro, I. F. (2023). Pengaruh sosial media marketing dimediasi kepuasan dan keterlibatan pelanggan terhadap loyalitas merek mobil Honda di Gading Serpong. *Jurnal Multidisiplin Indonesia, 2*(2), 383-390.
Izzuddin, A., & Muhsin, M. (2020). Pengaruh kualitas produk, kualitas layanan dan lokasi terhadap kepuasan konsumen. *Jurnal Manajemen dan Bisnis Indonesia, 6*(1), 72-78.
Jamaluddin, J., Dio, A., Tiffany, T., Syamsuddin, J. V., Valencia, V., & Saputra, H. (2023). Analisis pengaruh diskon, promosi dan kepercayaan konsumen terhadap keputusan pembelian mobil Honda pada PT Istana Deli Kencana (IDK) I Medan. *Management Studies and Entrepreneurship Journal (MSEJ), 4*(3), 3017-3024.
Kurniasari, R., & Rizal, A. (2023). Upaya membangun kepuasan pelanggan melalui menciptakan kualitas layanan, persepsi harga dan citra merek. *SEIKO: Journal of Management & Business, 6*(2), 129-138. https://journal.stieamkop.ac.id/index.php/seiko/article/view/5053
Lestari, I. (2021). Strategi pemasaran dalam meningkatkan penjualan motor bekas di Doyok Motor Kecamatan Kebonsari Kabupaten Madiun (Doctoral dissertation, IAIN Ponorogo).
Polla, F. J. (2023). Analisis strategi pemasaran dalam meningkatkan volume penjualan sepeda motor Honda pada PT. Nusantara Surya Sakti Dealer Honda Amurang. *Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11*(3), 1222-1232.
Ramadhani, N. P., Fitriyani, D., & Saleh, M. Z. (2023). Strategi pemasaran dan harga pada produk Somethinc. *Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 1*(6), 339-351.
Rezky, A., Satriani, S., Wanini, W., Diva, F., Darniati, D., & Arifuddin, A. (2023). Strategi pemasaran dengan metode potongan harga dalam meningkatkan minat belanja. *Jurnal Ilmiah Multidisiplin Amsir, 2*(1), 125-136.
Sudiantini, D., Yulistiawati, D., & Putri, S. C. (2023). Strategi penjualan terhadap kepuasan pelanggan di penyalur Honda. *Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 1*(5), 277-291.
Sulaeman, K. S., Sahrir, A. S. P., Hasvian, M., Hatta, F. I., & Suharti, S. (2024). Analisis penerapan strategi pemasaran dalam rangka peningkatan penjualan pada PT Indofood. *Southeast Asia Journal of Business, Accounting, and Entrepreneurship, 2*(1), 1-7.
