Analisis pengaruh bauran pemasaran terhadap keputusan penggunaan jasa cuci mobil AutoClean

Adiwiguna, Tegar Graha (2020) Analisis pengaruh bauran pemasaran terhadap keputusan penggunaan jasa cuci mobil AutoClean. Masters thesis, IPB University.

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Competition and the development of the business industry in Indonesia is increasing from year to year. One of the business sectors that continues to increase is the automotive sector. The increase in the number of vehicles makes a great business opportunity for car wash services. This opportunity was used by various companies in Indonesia, one of which was the AutoClean company. AutoClean is a company engaged in car wash services that utilizes car wash innovations by using a little amount of special liquid so that it saves water. The problem being faced by AutoClean in Bogor City is that AutoClean sales can be said to be unstable because there is still a decrease in transactions and termination of partners at several existing outlets. The purpose of this study are to analyze analyze the effect of marketing mix on the usage decision AutoClean car wash service, and formulate managerial implications that can be applied by the company to the sustainability of its business in the future. Respondents in this study were 185 respondents consisting of 135 AutoClean consumers and 50 non-AutoClean consumers. The data obtained were analyzed using descriptive analysis and SEM LISREL. Descriptive analysis is used to identify consumers' perceptions of the AutoClean innovation and perceptions of the marketing mix applied by the company. Based on this study, it can be concluded that 1) innovation is one of the most important factors in consumer usage decision making. AutoClean innovations are strengths and advantages that attract consumers to use AutoClean services, 2) consumers' perception of the marketing mix implemented by AutoClean as a whole is good. The results of the analysis perception distribution based on product, price, place/location, promotion, human resources, process, physical evidence that shows the number of frequencies of each indicator shows good performance, 3) The marketing mix dimension which consists of 7P namely product, price, place/location, promotion, person or HR, process, and physical evidence have a significant influence on usage decisions. The variable that has the greatest influence on usage decisions is the process, then followed by the product and promotion. 4) Marketing strategies that can be applied by creating customer segmentation in accordance with customer characteristics and custromer behavior, then the company target are customers who have never used AutoClean services.. After that Companies can make positioning by looking at the priority factors when customers choose car wash services, such as quality, price and ease of access. Companies can implement promotion strategies to show that AutoClean products are have good quality and safe maintenance services for vehicle. Furthermore, by showing the benefits and advantages of the product gives the message that the price offered is in accordance with the quality and benefits provided.

Item Type: Thesis (Masters)
Uncontrolled Keywords: AutoClean, bauran pemasaran, keputusan penggunaan, SEM LISREL. AutoClean, marketing mix, usage decision, SEM LISREL
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 14 Jan 2022 01:51
Last Modified: 14 Jan 2022 01:51

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