This study aims to analyze how PT. Indomobil Niaga International fulfill its customer value proposition to its customer for the product of four wheeled vehicles Mini MPV hatchback type. This study used four different forms of customer value which is functional value, symbolic value, experiential value and sacrifice/cost value. This study used in-depth interviews and questionnaires. In this case, researcher used 7 respondents for in-depth interviews, which is 6 from 7 respondent are Suzukj Swift users and l the other respondent is a sales person of PT. Indomobil Niaga International. For questionnaire, researcher used 200 respondent who are Suzuki Swift users. In this study, to determine the sample, researcher used judgmental sampling with cross sectional method. The result of analysis, appears that PT. Indomobil Niaga International is good enough to fulfill their value proposition that promised to the Suzuki Swift users, but there are some value that seem not being performed by PT. Indomobil Niaga International, which is in this case is about performance and image of the youth, when in fact, consumer actually get these value after they used Suzuki Swift. Suzuki Swift value proposition offered by PT. Indombil Niaga International is a city car with stylish and unique model but at an affordable price by the customer, while consumer feel that Suzuki Swift is a city car with affordable price, high performance and different from other city car and this city car is intended for the young people. Keyword : customer value proposition, functional value, symbolic value, sacrifice/cost value, experiential value and automotive

Kata Kunci : Proposisi nilai pelanggan,Nilai fungsional,Nilai pengalaman,Nilai simbolis,Nilai pengorabnan/biaya dan otomotif