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All Journal Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Reyner Alexander
School of Business and Management, Institut Teknologi Bandung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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Usulan Strategi Pemasaran Toko Retail RC Motogarage - Penyedia Helm Sepeda Motor dan Peralatan Keselamatan Premium Frans Frans; Reyner Alexander
Bina Ekonomi Vol. 21 No. 1 (2017): Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (862.905 KB) | DOI: 10.26593/be.v21i1.2621.25-34

Abstract

Along with Indonesia's economic growth and the need for practical and economical transportation vehicle, the number of two-wheeled motor vehicles or motorcycles users is increasing. This also resulted in an increasing demand for motorcycle safety gear given the importance factor of safety for motorcycle users. RC Motogarage, a retail store that sells motorcycle safety gear in Bandung, chooses to sell premium safety equipment products because the level of safety provided by the premium brand is relatively better than local brands. Being the current market leader, RC Motogarage sales decreased significantly due to the emergence of competitors. By using cluster analysis and factor analysis research methods, this research aims to produce the best solution to improve the marketing strategies of RC Motogarage. Key words : Retail, marketing strategy
Co-Authors Frans Frans