Analisis Strategi Komunikasi Pemasaran PT. Kawasaki Motor Indonesia (Studi Kasus Pemasaran Zx-25r Saat Pandemi Covid-19)

Himawan Himawan, Sisca Aulia
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Abstract

The background of this research is to find out the communication strategy of PT Kawasaki Motor Indonesia in marketing the ZX-25R product during the Covid-19 pandemic. The purpose of this study was to determine the marketing communication strategy of PT Kawasaki Motor Indonesia. This study uses the SOSTAC model proposed by P.R Smith, by analyzing marketing strategies systematically with descriptive qualitative research methods through case studies where data collection is carried out by interviews, observations, documentation, and literature studies. The results show that the importance of brand awareness and brand image in order to be able to instill the brand in the minds of consumers and convince them, and use digital marketing to make marketing more efficient. The conclusion is that being the first in a market segment and focusing on one product segment will lead to brand awareness, with this focus creating a good brand image because consumers will become confident about the product and aftersales, switching to digital marketing to use automotive influencers in digital promotions. marketing also makes the delivery of communication more effective and efficient to automotive consumers.


Latar belakang dari penelitian ini adalah untuk mengetahui strategi komunikasi PT Kawasaki Motor Indonesia dalam memasarkan produk ZX-25R di saat pandemi Covid-19. Tujuan penelitian ini adalah mengetahui strategi marketing komunikasi PT Kawasaki Motor Indonesia. Penelitian ini menggunakan model SOSTAC yang dikemukakan oleh P.R Smith, dengan menganalisis strategi marketing secara sistematis dengan metode penelitian kualitatif deskriptif melalui studi kasus yang pengambilan data dilakukan dengan wawancara, observasi, dokumentasi, dan studi kepustakaan. Hasil penelitian menunjukkan bahwa pentingnya brand awareness dan brand image agar dapat menanamkan merek di pikiran konsumen serta meyakinkannya, dan menggunakan digital marketing agar pemasaran lebih efisien. Kesimpulannya adalah dengan menjadi yang pertama di suatu segmen pasar dan fokus terhadap satu segmen produk akan menimbulkan brand awareness, dengan fokus tersebut menimbulkan brand image yang baik karena konsumen akan menjadi yakin terhadap produk dan aftersale, beralih ke digital marketing agar menggunakan influencer otomotif dalam promosi digital marketing juga membuat penyampaian komunikasi lebih mengena dan efisien kepada konsumen otomotif.

Keywords

marketing komunikasi, SOSTbrand awareness; communication marketing; SOSTAC

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References

Basri, H. (2014). Using qualitative research in accounting and management studies: not a new agenda. US-China Public Administration, 831-834.

McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative, or mixed methods and choice based on the research. Perfusion.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Bandung: Alfabeta.

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