STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN MOTOR YAMAHA PADA PANCA MOTOR

Abstract

This research aims to identify and analyze the marketing strategies implemented by Panca Motor to increase the sales volume of Yamaha motorcycles. In an era of increasingly intense competition in the automotive industry, effective marketing strategies are key to attracting consumer attention and maintaining customer loyalty. This study employs SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats faced by Panca Motor. Additionally, a consumer survey was conducted to explore preferences and purchasing behaviors that may influence their product selection decisions. The findings indicate that Panca Motor has successfully implemented several innovative marketing strategies, such as enhancing promotions through various channels, including social media and community events. Furthermore, the improvement of high-quality after-sales services has also contributed to customer satisfaction and brand loyalty. The research reveals that consumers tend to choose Panca Motor not only for the products offered, but also for the superior service experience. Recommendations from this study include the necessity for Panca Motor to continuously adapt to changing market trends and leverage digital technology in their marketing strategies. By implementing a more proactive and responsive approach to consumer needs, it is expected that the sales volume of Yamaha motorcycles at Panca Motor can continue to increase significantly. This research provides valuable insights for stakeholders in the automotive industry to understand market dynamics and effective marketing strategies