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All Journal Trikonomika: Jurnal Ekonomi
Aditya Wardhana
Fakultas Ekonomi, Universitas Nurtanio
Economics, Econometrics & Finance

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Determinan Nilai Pelanggan dan Implikasinya pada Kinerja Pemasaran Dealer Mobil SUV Premium Aditya Wardhana
TRIKONOMIKA Vol 12 No 2 (2013): December Edition
Publisher : Faculty of Economics and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (371.8 KB) | DOI: 10.23969/trikonomika.v12i2.477

Abstract

This study examines the implementation of market strategy and marketing mix strategy and customer relationship management affecting the customer value and its implication on the marketing performances. In this research, market strategy includes market segmentation and targeting, positioning. Marketing mix strategy includes products, price, place, and promotion (4 Ps), while the marketing performance includes sales volume, profit, and the market share. This study uses survey research method, data were collected from 100 heads of authorized dealers premium SUV in West Java and Banten Proviences as respondents, with data analysis using path analysis. Based on the research results, it was concluded that the performance of marketing authorized dealer of premium SUVs in West Java and Banten Proviences influenced by customer value, and customer value is affected by the implementation of market strategy, marketing mix strategy and management of customer relationship management either partially or simultaneously.
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