ANALISIS PERSEPSI KONSUMEN TERHADAP REPOSITIONING PADA MOBIL SUZUKI ALL NEW ERTIGA DITINJAU DARI MARKETING MIX

Abstract

There is a change in market tastes for car products in Indonesia, which in the previous few years had been dominated by wagons and commercial cars into MPVs and SUVs, so that this encouraged PT. Suzuki Indomobil Motor (SIM) to reposition the cars it manufactures. This study aims to determine and analyze consumer perceptions of product repositioning, price, distribution and promotion of the Suzuki All New Ertiga at PT. United Motors Center Madiun. This research uses a quantitative approach with a survey approach. The population in this study were all consumers of Suzuki All New Ertiga cars who made purchases at PT. United Motors Center Madiun which numbered 155 people. Sampling with saturated sampling technique. The research instrument was a questionnaire that had tested its validity and reliability. Data analysis techniques using factor analysis, cluster analysis, cross tabulation analysis, Multi-Dimensional Scaling (MDS) analysis. The results of the study prove that: (1) Consumers have a good perception of product repositioning on the Suzuki All New Ertiga at PT. United Motors Center Madiun Branch; (2) Consumers do not have a good perception of price repositioning on the All New Ertiga Suzuki car at PT. United Motors Center Madiun; (3) Consumers have a good perception of repositioning the distribution of Suzuki All New Ertiga cars at PT. United Motors Center Madiun Branch; and (4) Consumers have a good perception of repositioning promotions on Suzuki All New Ertiga cars at PT. United Motors Center Madiun.

   
Keywords: Repositioning, consumer preception, marketing mix