ANALISIS PERBANDINGAN DIFERENSIASI PRODUK DAN CITRA MEREK PADA SEPEDA MOTOR HONDA PCX DAN YAMAHA NMAX DI KEMBANG JANGGUT
DOI:
https://doi.org/10.61509/luxICM7182Keywords:
Product differentiation, brand image, motorcycleAbstract
Nowadays, the technological development at business have led to the emergence of products with various new brands. This increases the level of competition between similar businesses, so that consumers are faced with many forms of choice of product types, and consumers are free to determine the product of their choice. This situation forces consumers to be more picky in choosing products, so companies need to think about the best marketing strategy so that consumers can be satisfied with the products and services provided. And one of the competitions is in the motorcycle segment. This study aims to analyze how the differences in product differentiation and brand image on Honda PCX and Yamaha Nmax motorcycles. This research is quantitative research and the collection technique is purposive sampling using each respondent as many as 100 respondents using Honda PCX and Yamaha PCX the research instrument is a questionnaire that is analyzed using the Mann Whitney different test. Based on the research results obtained, it is known that there are no significant differences in product and brand image between Honda PCX and Yamaha PCX motorcycles on Kembang Janggut.
References
Abdurrahman, A. Dkk. (2019). Analisis Perbandingan Diferensiasi Produk dan Citra Merek Facial Foam Mens Biore dan Garnier Pada Mahasiswa Prodi Manajemen UM Jember. Jurnal Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jember. Tersedia di : http://repository.unmuhjember.ac.id/6153/1/ARTIKEL.pdf [Diakses pada 20 Oktober 2022]
Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Assauri, S. (2013). Manajemen Pemasaran. Jakarta: Rajawali Pers.
Dimyati, M. (2018). Pendekatan Hayati: Strategi Pemasaran Untuk Menghadapi Persaingan Yang Dinamis. Bogor: Mitra Wacana Media. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi.
https://ejournal.unsrat.ac.id/index.php/emba/article/view/21891 [Diakses pada 20 Oktober 2022]
Keller, K., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity, Brand Image (Vol. 5). New Jersey: Pearson Education.
Kotler, P dan Kevin L.K., (2016). Manajemen Pemasaran, Edisi 15. Jakarta: Erlangga.
Pratama, A. Dkk. (2018). Analisis Perbandingan Diferensiasi Produk dan Citra Merek Pada Pembeli Pakaian Di Giordano dan Polo (Studi Kasus Di Manado Town Square 1). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi. Tersedia di : https://ejournal.unsrat.ac.id/index.php/emba/article/view/21891 [Diakses pada 20 Oktober 2022]
Rangkuti, Freddy. (2016). Riset Pemasaran. Jakarta: Gramedia.
Santoso, S. (2016). Panduan Lengkap SPSS Versi 23. Jakarta: Gramedia.
Sudaryono. (2018). Metodologi Penelitian. Depok: PT. Raja Grafindo Persada.
Sugiyono. (2020). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif, dan R&D). Bandung: Alfabeta.
Taung, F.O. dan Tielung, M. (2015). Analisis Perbandingan Diferensiasi Produk dan Citra Merek Pada Motor Matic Honda Beat Dan Yamaha Mio di Kota Manado. Jurnal EMBA Universitas Sam Ratulangi. Tersedia di : https://media.neliti.com/media/publications/2817-ID-analisis-perbandingan-diferensiasi-produk-dan-citra-merek-pada-motor-matic-honda.pdf [Diakses pada 20 Oktober 2022]
Tjiptono dan Chandra, G. (2012). Service, Quality, & Satisfaction. Edisi Keempat. Yogyakarta: Andi.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 I-Con Media Jurnal Ekonomi Manajemen Bisnis

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.