DAMPAK IMPLEMANTASI MARKETING MIX TERHADAP VOLUME PENJUALAN MOBIL TOYOTA FORTUNER PADA KALLA TOYOTA CABANG ALAUDDIN MAKASSAR

Muhammad Ilham Wardhana Haeruddin(1*),

(1) Universitas Negeri Makassar
(*) Corresponding Author



Abstract


Bauran Pemasaran atau Marketing Mix merupakan sekumpulan alat pemasaran taktis yang terdiri dari beberapa variabel (7P) yang oleh Kalla Toyota Cabang Alauddin dikombinasikan satu sama lain dengan tujuan untuk mendapatkan respon yang mereka inginkan di target pasar yang telah dipilih. Kombinasi antara variabel-variabel tersebut maka perusahaan mampu menciptakan sebuah strategi pemasaran yang efektif yang diharapkan akan mampu meningkatkan volume penjualan Toyota Fortuner.  Penelitian ini dalam jangka panjang fokus pada teori manajemen pemasaran terkait marketing mix pada industri otomotif. Pendekatan yang digunakan dalam penelitian adalah pendekatan kuantitatif. Data diperoleh dari pengguna kendaraan tersebut yang selanjutnya menggunakan analisis regresi berganda sebagai alat analisis data. Hasil penelitian menunjukkan bahwa secara simultan Marketing Mix berpengaruh terhadap volume penjualan Toyota Fortuner. Secara parsial variabel proses memiliki pengaruh yang paling kuat di antara variabel X lainnya terhadap volume penjualan.

Keywords


markting mix; volume penjualan

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