Analisis pengaruh produk, harga, distribusi dan promosi pada sikap konsumen dan niat pembelian produk Toyota Fortuner di Jakarta

FERDINANDO, Dommy, Sari Winahjoe S., Dra.,MBA

2007 | Tesis | Magister Manajemen

Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market” that’s the theory form Mr. Kotler . However this tools cannot be effective unless the strategy accounts for and is responsive to the environment in which product business have to operate. Toyota,one of the best Japan product in the World Automotive Industry, had lauched the brand new product for urban life style people, called Toyota Fortuner.The product is SUV class, that Toyota never concern most before. New era in the automotive industry and the changing mind set of customer about having a car made almost every automotive corporation try to entered the market by produce many variant of car. In Indonesia, Toyota is the Mark et leader, which held 39% of Market Share of the automotive market. Toyota, has also many variant of product in this country, which is the famous one is “Toyota Kijang”, but almost all of the variant of Toyota product are the market leader in Indonesia. My research analysis is to analyze the influences of Product, Price, Place and Promotion with customer attitude and buying signals of Toyota Fortuner in Jakarta.Like I mentioned before, this product had just launched for 2 years in the market. In Indonesia this is the first SUV car from Toyota that had licensed originally. Therefore the creativity of the company and sales forces are important to penetrate the market This thesis have three objectives, first is to analyze the influences of each strategy in marketing mix with the Customer attitude, which are focusing in Toyota Fortuner market for supporting company’s sales volume during this period of time. Secondly, is to analyze the influences of marketing mix strategy if their implemented together with the Customer attitude, which discuss in Toyota Fortuner market for supporting company’s sales volume during this period of time. Third, is to analyze the influences of the Customer attitude with their buying signals of the product. The results indicate that there are strong impact, with implemented each strategy of the Marketing Mix tools and Implemented Marketing mix tools together with the Customer attitude. It’s shown by the number of statistics results of the research. In the relation between Customer attitude with the buying signals of Customer are also has the strong impact. My conclusion has founding that “There are important that PT. Astra International (the company that I work for) as the ATPM of Toyota in Indonesia to always maximize the action of strategy in Marketing Mix to support the product life cycle and company’s target sales volume.

Kata Kunci : Sikap Konsumen,Niat Beli,Buran Pemasaran, continuous improverneiit dan operational excellence