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Sbroong, Ricco Gerdana
JURNAL GAUNG INFORMATIKA

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ANALISA STRATEGI BAURAN PEMASARAN DALAM MEMASARKAN PRODUK HONDA DI ASTRA MOTOR JAKARTA

JURNAL GAUNG INFORMATIKA Vol 12 No 1 (2019): Jurnal Gaung Informatika Vol.12 No 1 Januari 2019
Publisher : JURNAL GAUNG INFORMATIKA

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Abstract

This study purposes to obtain the results of Astra Motor marketing strategy analysis in marketing the Honda Motorcycle Market. The object of this research is focused on the application of marketing strategy suitable for Astra Motor Jakarta. This  study analyzes the dominant factors of marketing mix (4P marketing Mix) namely; 1) price (price), 2) product (product), 3) place (place) and 4) promotion (promotion). The determination of this marketing strategy is done through the amalgamation ofquantitative approach using analytical hierarchy process and descriptive qualitative approach is done to validate the scientific truth. To carry out this research is supportedby Experts from the company. To obtain good results validation is based on through interviews, supporting documentation and supporting references. The final result of theimplementation of Honda Motorcycle Marketing Strategy - Astra Motor Jakarta in Marketing of Honda Motorcycles is to apply the elements of Marketing Mix (4P Marketing Mix).