Analisis Pola Kecenderungan Pemasaran Produk Yamaha Motor Jawa Timur

Hanun, Rifdha (2021) Analisis Pola Kecenderungan Pemasaran Produk Yamaha Motor Jawa Timur. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Yamaha Jatim adalah salah satu pemain pasar otomotif Indonesia yang memiliki pusat dealer resmi di berbagai daerah. Berbagai macam model motor telah di pasarkan Yamaha Jatim untuk memenuhi kebutuhan konsumen seperti Aerox, Fino, Free Go, Jupiter, Lexi, Mio, MX King, R15, Vixion, dan X-Ride. Yamaha Jatim membawahi tiga area pusat pemasaran yaitu Surabaya, Malang, dan Jember. Area merupakan pusat pemasaran yang membawahi beberapa daerah potensial seperti Ende, Gresik, Jombang, Kupang, Manggarai, Manggarai Barat, Mojokerto, Sikka, Bondowoso, Banyuwangi, Batu, dan Lumajang. Berdasarkan hasil penjualan 2019, dapat diketahui bahwa terdapat penurunan penjualan produk Yamaha Jatim sebesar 45% pada akhir tahun 2020. Salah satu penyebab nya yaitu terdapat perubahan penjualan di setiap daerah potensial. Pernyataan tersebut dapat dibuktikan dengan pembukuan perusahaan pada tahun 2020, yang menunjukkan bahwa terjadi penurunan penjualan Lexi di salah satu area Surabaya dengan persentase lebih dari 50 %. Berbeda yang terjadi di area Malang dan Jember yang mengalami kenaikan penjualan produk MX King mencapai 50%. Oleh karena itu, penelitian ini bertujuan mengetahui pola kecenderungan pemasaran produk Yamaha Jatim berdasarkan area penjualan dengan model motor. Hasil penelitian ini menunjukkan pola kecenderungan pemasaran area Surabaya pada daerah potensial Jombang, Gresik dan Mojokerto didominasi model motor MX King dan Aerox karena konsumen pada daerah tersebut memiliki hobi mengikuti komunitas motor jenis maxi dan sport. Sementara pola kecenderungan pemasaran motor di daerah Ende, Sikka, Manggarai, Manggarai Barat dan Kupang di dominasi model motor Mio dan Fino karena konsumen pada daerah tersebut menyukai model matic.
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Yamaha Jatim is one of the Indonesian automotive market
players which has authorized dealer centers in several regions. There
are have various types of motorbikes that have been marketed by
Yamaha Jatim to satisfy consumers such as Aerox, Fino, Free Go,
Jupiter, Lexi, Mio, MX King, R15, Vixion, and X-Ride. Yamaha Jatim
manages three central marketing areas such as Surabaya, Malang and
Jember. The area is a marketing center that manages several potential
region like Ende, Gresik, Jombang, Kupang, etc. Based on the results
for 2019, it shows that Yamaha Jatim sales fell 45% at the end of 2020.
One of the reasons is the change in potential area sales. This statement
can be proven by the company's bookkeeping in 2020 that more than
50% sales of lexi decreased in the Surabaya area. It was different in the
Malang and Jember areas, which actually increased by 50% in sales of
MX King. Therefore, the purpose of this study is to determine the
marketing trend patterns of Yamaha Jatim based on sales areas with
motorcycle models. The results stated that the pattern of Surabaya's
marketing trends in the potential areas of Jombang, Gresik and
Mojokerto dominated by the MX King and Aerox because consumers in
these areas have a hobby to following communities of maxi motorbikes
and sports. Meanwhile, the Ende, Sikka, Manggarai, West Manggarai
and Kupang dominated by the Mio and Fino.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis Biplot, Biplot Analysis, Kecenderungan Pemasaran, Marketing Trends, Motorbikes, Sepeda Motor, Yamaha Jatim.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	Rifdha Hanun
Date Deposited:	06 Aug 2021 00:32
Last Modified:	06 Aug 2021 00:32
URI:	http://repository.its.ac.id/id/eprint/84968

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