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Felieani Setiabudi
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Economics, Econometrics & Finance

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STRATEGI PEMASARAN SEPEDA MOTOR PREMIUM HONDA PADA PT ENAM TIGA SEJAHTERA Felieani Setiabudi
Agora Vol 6, No 1 (2018): Agora, Jurnal Mahasiswa Manajemen Bisnis
Publisher : Agora

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (657.11 KB)

Abstract

This research was conducted to develop competitive strategy at PT Enam Tiga Sejahtera. This research uses qualitative descriptive research method. To determinate the interviewees the method that has been use is purposive sampling technique. Then the validity of the data is tested by using source triangulation method. Application of intensive strategy is the most appropriate approach can be used by the companies to face the competition. Market development strategies are run by marketing and selling premium motorcycle products in the new territories that do not have Honda wing dealers. The results of this study indicate that the appropriate strategy for PT Enam Tiga Sejahtera is market development
STRATEGI PEMASARAN SEPEDA MOTOR PREMIUM HONDA PADA PT ENAM TIGA SEJAHTERA Felieani Setiabudi
Agora Vol 6, No 1 (2018): Agora, Jurnal Mahasiswa Manajemen Bisnis
Publisher : Agora

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (733.656 KB)

Abstract

Pada PT Enam Tiga Sejahtera. Penelitian ini menggunaka metode kualitatif deskriptif. Penetapan nara sumber dilakukan dengan teknik purposive sampling. Kemudian data diuji keabsahannya dengan metode triangulasi sumber. Penerapan strategi intensif menjadi pendekatan paling sesuai yang digunakan perusahaan dalam menghadapi persaingan. Strategi pengembangan pasar dijalankan dengan melakukan pemasaran dan penjualan produk sepeda motor premium di wilayah baru yang tidak memiliki dealer wing Honda. Hasil dari penelitian ini menunjukkan bahwa strategi yang sesuai untuk diterapkan PT Enam Tiga Sejahtera adalah pengembangan pasar.
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