Strategi Omnichannel Marketing Pada Passenger Car Suzuki Dengan Pendekatan Design Thinking

Christanti, Yuanita (2022) Strategi Omnichannel Marketing Pada Passenger Car Suzuki Dengan Pendekatan Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transformasi digital telah mendorong car dealership termasuk UMC Suzuki untuk mengaplikasikan multichannel marketing yang berfokus pada kehadiran brand di berbagai channel. Namun pandemi COVID-19 ikut mengakselerasi transformasi digital yang mengakibatkan car dealership harus menyesuaikan strategi agar tetap relevan dengan target pasarnya. Salah satu strategi yang perlu dilakukan adalah berevolusi dari multichannel marketing menjadi omnichannel marketing untuk menemukan marketing channel yang paling efektif dalam menjangkau konsumen. Penelitian ini berusaha menggambarkan peran omnichannel dalam strategi marketing passenger car Suzuki untuk mengantisipasi transformasi digital dan beradaptasi terhadap perilaku konsumen pasar otomotif di wilayah Jawa Timur. Dengan menggunakan metode design thinking, penelitian ini dimulai dengan proses empathize pada customer journey melalui berbagai marketing channel untuk mendapatkan kendala penerapan strategi omnichannel marketing, proses define untuk mendapatkan customer journey yang relevan, serta proses ideation untuk menentukan ide-ide paling efektif untuk bertransformasi dari multichannel ke omnichannel marketing. Hasil ideasi transformasi didasarkan pada konsep flywheel marketing yang terdiri dari attract, engage, dan delight konsumennya. Penelitian ini akan memberikan rekomendasi bagi Suzuki Indonesia dan jaringan dealer yang dimilikinya untuk memasarkan Suzuki passenger car melalui strategi omnichannel marketing yang efektif.
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Digital Transformation has caused numerous car dealerships including UMC Suzuki to widely apply multichannel marketing that focuses on the presence of the brand. However Pandemic COVID-19 has accelerated the transformation that leads these car dealerships to adjust their strategy to stay relevant to the market. One of the strategies is to switch from multichannel marketing to omnichannel that aims for the most effective channel to reach the customer. This study tries to describe the details of omnichannel role in the marketing strategy of Suzuki passenger car to anticipate the digital transformation and adjust to the customer behaviour of the automotive market in East Java. By using the design thinking method, this study starts with empathize process on customer journey through marketing channels to find the obstacles of applying omnichannel marketing, define the relevant customer journey, and reveal the most effective idea to transform UMC Suzuki from multichannel to omnichannel marketing. The customer journey should be based on the flywheel marketing concept that attracts, engages, and delights the customer. The study will deliver a set of strategies recommendation for Suzuki Indonesia and its car dealership to market Suzuki passenger car through an effective omnichannel marketing strategy.

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.8 Chr s-1 2022
Uncontrolled Keywords:	Digital Transformation, Omnichannel Marketing, Customer Journey, Design Thinking, Flywheel Marketing. Digital Transformation, Omnichannel Marketing, Customer Journey, Design Thinking, Flywheel Marketing.
Subjects:	T Technology > T Technology (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Mr. Marsudiyana -
Date Deposited:	08 Jul 2026 02:56
Last Modified:	08 Jul 2026 02:56
URI:	http://repository.its.ac.id/id/eprint/134487

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