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- Sri Prilmayanti Awaluddin, -
Institut Teknologi Dan Bisnis Nobel Indonesia
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Journal : Master Manajemen

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Analisis Strategi Pemasaran I Phone Inter dan I Phone Resmi di Kota Surabaya Giati Rahayu; Sri Prilmayanti Awaluddin
Master Manajemen Vol. 2 No. 2 (2024): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v2i2.384

Abstract

The research aims to understand market dynamics, identify advantages and disadvantages of official iPhone Inter and iPhone, and formulate effective marketing strategies to increase official iPhone sales in Indonesia. The study uses qualitative methods with in-depth interviews and targeted group discussions to gain insight into perceptions, preferences, and factors that influence consumer purchasing decisions. Research results show that the smartphone market in Indonesia is heavily influenced by price sensitivity and consumer awareness of warranty and after-sales service. The iPhone Inter attracts consumers because of its cheaper price, although without official warranties and reliable after-sales service, while the official iPhone is more in demand by consumers who value quality assurance and trusted technical support. The study found a gap in consumer understanding of the risks and benefits of each category of iPhones. Therefore, marketing strategies for official iPhones should focus on consumer education about the risks of buying an iPhone Inter and the benefits of purchasing an official iPhone. Marketing campaigns that emphasize quality, authenticity, and after-sales support, as well as increased accessibility and financing variations for official iPhones, are expected to change consumer perceptions and encourage them to choose official products. With the right approach, Apple and its distributors can strengthen the official iPhone position in the Indonesian market, reduce the iPhone Inter market share, and win competition in this competitive market. Based on these findings, the study recommends marketing strategies that focus on consumer education about the risks of purchasing an iPhone Inter and the benefits of buying an official iPhone, as well as improved after-sales services to strengthen the official iPhone position in the Indonesian market.
Co-Authors - Indrawan Azis, - Abd. Rahman Abd. Rajab Abdullah Abdullah Abhul Azwad, Nugraha Adetya, Resty Adijah S, Andi Adijah S Agustina Akbar Awaluddin Andi Ummul Khair Anugrah Putri, Fara Reza Asriani Azis, Siti Yuki Oktafitriah Ciptoadi, Agus Dahono Deni Anggreani Sutomo Dhita Pratiwi Dirmansyah Darwin Djafar, Laode Muhammad Said Lutsfi Konstinia DM, M. Rustan Edon, Caro David Hadel Elis Elis Elis, Elis Emily Nur Saidy Faisal Rizal Zainal Fhahri Mubarak Fitriany Fitriany, Fitriany Giati Rahayu Haeranah Haijal, Ahmad Hari Rarindo Hasbiah Hasbiah Horas, Erwin Ilham Gani Imran, Un Dini Kamaluddin, La Ode Amijaya Kausar, Al Khairuddin - Kurnia Mauliani Ilahi Laode Muhammad Said Lutsfi Konstinia Djafar Lewi Jutomo Lilik Handayani Madrianah Malle, Syarif Syharir Maulidah, Fitria Mayners, Marline Mufti Heriyanti Munawar Muhammad Assaibin Muhammad Gazali Suyuti Muhammad Ikbal Muhammad Zul Fahmi Muhammad Zul Fahmi Muntasir, Muntasir Murtiadi Awaluddin Muslim Mustakin Sahdan Mustamin Nadra Aga Iryani Nadra Aga Iryani Nadra Aga Iryani Ningsih, Puspa Norhaedah Nur Arini Susanti Nurani Nurani Nurani Nurani Nurani Nurani Nurani Nurhaedah Nurhikma Awaluddin Nurlaela Padang, Dirgaraya Kala’ Paula Eka Wijaya Pratiwi, Cinda Purnawan, Sigit Putri Inggrid Maria Risamasu Putri, Hera Nur Rahman, Abd. Rahmatia Rahmatia Rasdi , Rasdi Reski , Reski Rosnani Said Rulyanti Susi Wardhani Rustam Rustam Rustan DM Rustan, Rustan Sahdan, Mustakim Saidy, Emily Nur Saifuloh, Nur Imam Salim Sultan Sitti Hartini Rachman Syarif Syharir Malle Tadeus Andreas Lada Regaletha Tamriesfatno, Sigrid Thalib, M Kurniawan Weraman, Pius Yoseph Kenjam Yuli Rahmini Suci Yuniza, Tri Fira