Evaluasi Strategi Bisnis PT Honda Prospect Motor Dengan Menggunakan Customer-Based Brand Equity Model
| Main Authors: | , Azwar Yunus, , Ertambang Nahartyo, M.Sc, Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/119089/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59080 |
Daftar Isi:
- Purpose � The purpose of this research is to evaluate PT Honda Prospect Motor (HPM) current strategy and to provide strategy suggestions according to Customer Based Brand Equity (CBBE) model. Methodology � The research was conducted by survey to respondents in Jakarta. Respondents selection for the survey was conducted based on convenience sampling. Survey used is in the form of 1 open-ended question to get information about top-ofmind, some closed questions using a Likert scale, and some closed questions using a numerical scale. Survey questions are based on 6 building blocks in the CBBE model. Findings � HPM owns good brand salience. It can be seen from 29.73% of the respondents who had written Honda brand first when asked to write the most memorable brand of Japanese cars. Honda Performance can also be said to be good, with the exception of prices that are still considered expensive (average value of only 2.54). Even so, most of the respondents admitted that Honda has a fuel efficient image, a high-performance, high-tech, and fun to drive hence that the majority of respondents are also aware that Honda has a reasonable price (value for money). In the opinion of the respondents, the quality and competence of Honda still is at a good level. Honda is reliable, a little unique, and still has a few more advantages compared to competitors. Even so, only 54.05% of respondents are considering buying a Honda. Nearly half did not consider buying Honda cars. The majority of respondents agreed that Honda can create a feeling of comfort, calm and peace but not create other feelings. Most respondents are loyal and want to participate in a variety of activities with Honda. Honda also has managed to create a sense of community among users or fans. Research Limitations - The research of course has drawbacks and limitations that cannot be avoided, that is the time limit owned by the author and limited sample size using convenience sampling method. Even so, this research gives an image about the impression left in the minds of consumers about Honda derived from marketing activities that have been implemented by HPM. Practical Implication � HPM can use this CBBE model to monitor the impact of marketing activities on a regular basis in order to quickly address changing customer views of Honda.