ANALISIS STRATEGI PEMASARAN PADA PRODUK SEPEDA MOTOR MATIK BERUPA SEGMENTASI, TARGETING, DAN POSITIONING SERTA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SEMARANG
ANALISIS STRATEGI PEMASARAN PADA PRODUK SEPEDA MOTOR MATIK BERUPA SEGMENTASI, TARGETING, DAN POSITIONING SERTA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SEMARANG
Abstract
Perubahan di sektor industri yang ada pada saat ini, seperti ekonomi, teknologi, politik, budaya. Sehingga dalam perusahaan mengharuskan untuk dapat merespon perubahan yang terjadi, biasanya masalah sentral yang dihadapi perusahaan saat ini adalah bagaimana perusahaan bias mendatangkan pelanggan dan mempertahankanya agar perusahaan tersebut dapat bertahan dan berkembang sehingga mencapai tujuannya.
Strategi adalah merupakan rencana yang disatukan, luas dan berintegrasi yang berhubungan dengan keunggulan strategis perusahaan terhadap tantangan lingkungan, yang dirancang untuk dapat memastikan tujuan dari perusahaan dapat dicapai pelaksanaannya yang tepat oleh organisasi. Dalam strategi pemasaran ada tiga elemen yaitu segmentation, targeting dan positioning. Variabel dalam penelitian ini adalah variabel bebas dan variabel terikat. Variabel bebas (independent) pada penelitian ini adalah strategi pemasaran pada produk sepeda motor matik berupa segmentation (X1), targeting (X2) dan positioning (X3). Sedangkan yang menjadi variable terikat (dependent) adalah keputusan pembelian konsumen (Y) di Semarang
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