Strategi Pemasaran Hijau PT. Wijaya Karya Industri dan Manufaktur untuk Meningkatkan Penjualan Motor Listrik Gesits
DOI:
https://doi.org/10.59841/excellence.v1i4.530Keywords:
Marketing Strategy, Conventional Consumers, Unconventional Consumers, Marketing Mix 4PAbstract
PT Wijaya Karya Industri Manufaktur is a company engaged in the automotive industry in Indonesia. The products created by PT WIMA are Gesits G1 and Gesits Raya electric motorcycles. The company must have an effective and efficient strategy to offer and sell Gesits electric motorbikes in Indonesia. The purpose of this MAGANG REPORT is to find out the implementation of marketing strategies implemented by PT WIMA. This internship final project research uses a qualitative method, namely by interviewing and collecting data from several parties involved in PT.WIMA's marketing. From the results that have been obtained, PT.WIMA must carry out a 4P marketing strategy such as conducting more widespread promotions, expanding the dealer network and authorized workshops, PT.WIMA must carry out a price slashing strategy, PT.WIMA must improve service to consumers.
References
Kusminingrum, N., & G, G. (2008). Polusi Udara Akibat Aktivitas Kendaraan Bermotor di Jalan Perkotaan Pulau Jawa dan Bali. Pusat Litbang Jalan Dan Jembatan, 13. http://pu.go.id/uploads/services/infopublik20130926120104.pdf
Amelia, F. (2022). Change Think Journal. Change Think Jounal, 1(Perdagangan Internasional Booster Dalam Pertumbuhan Ekonomi), 151–157.
Nurhada, S. F. (2023). Pengamat Ungkap Alasan Mengapa Motor Listrik Kurang Laku di Indonesia Baca artikel detikoto, “Pengamat Ungkap Alasan Mengapa Motor Listrik Kurang Laku di Indonesia” selengkapnya https://oto.detik.com/motor/d-6540640/pengamat-ungkap-alasan-mengapa-motor-li.Oto.Detik.Com. https://oto.detik.com/motor/d-6540640/pengamat-ungkap-alasan-mengapa-motor-listrik-kurang-laku-di-indonesia
Iskandarsjah, E. (2021). Motor Listrik Jadi Solusi Transportasi Ramah Lingkungan? Republika. https://www.republika.co.id/berita/r10u45368/motor-listrik-jadi-solusi-transportasi-ramah-lingkungan
Rahim, E., & Mohamad, R. (2021). Strategi Bauran Pemasaran ( Marketing Mix ) Dalam Perspektif Syariah. MUTAWAZIN (Jurnal Ekonomi Syariah), 2(1), 15–26. https://doi.org/10.54045/mutawazin.v2i1.234
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Jurnal Eksekutif, 15(1), 133–146.
Mulitawati, I. M., & Retnasary, M. (2020). Strategi Komunikasi Pemasaran dalam Membangun Brand Image Melalui Sosial Media Instagram (Studi kasus deskriptif komunikasi pemasaran prodak polycrol forte melalui akun instagram @ahlinyaobatmaag). Komunikologi: Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 4(1), 23. https://doi.org/10.30829/komunikologi.v4i1.7616
Bathmathan, V., & Rajadurai, J. (2019). Green marketing mix strategy using modified measurement scales – a performance on Gen Y green purchasing decision in Malaysia. International Journal of Engineering and Advanced Technology, 9(1), 3612–3618. https://doi.org/10.35940/ijeat.A2699.109119
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Kolter, P., &Keller, K, L. (2016). Marketing Management 15th Edition. Upper Saddle Eiver, NJ: Pearson Education.
Kereh, F., Tumbel, A. L., Loindong, S. S. R., Manajemen, J., Sam, U., & Manado, R. (2018). Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Motor Yamaha Mio Pada Pt. Hasjrat Abadi Outlet Yamaha Sam Ratulangi. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(2), 968–977.
Kalogiannidis, S., & Mavratzas, S. (2020). Impact of marketing mix strategies effective product development issues in MNCs/Retail. Www.Ijbmm.Com International Journal of Business Marketing and Management, 5(12), 2456–4559.
Ningsih, D. D. S., & Maika, M. R. (2020). Strategi Bauran Pemasaran 4P Dalam Menentukan Sumber Modal Usaha Syariah Pedagang Pasar di Sidoarjo. Jurnal Ilmiah Ekonomi Islam, 6(3), 693. https://doi.org/10.29040/jiei.v6i3.1464
Amron, A. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal, ESJ, 14(13), 228. https://doi.org/10.19044/esj.2018.v14n13p228
Plananska, J., & Gamma, K. (2022). Product bundling for accelerating electric vehicle adoption: A mixed-method empirical analysis of Swiss customers. Renewable and Sustainable Energy Reviews, 154(October 2021), 111760. https://doi.org/10.1016/j.rser.2021.111760
Kumar, R. R., & Alok, K. (2020). Adoption of electric vehicle: A literature review and prospects for sustainability. Journal of Cleaner Production, 253, 119911. https://doi.org/10.1016/j.jclepro.2019.119911
Secinaro, S., Calandra, D., Lanzalonga, F., & Ferraris, A. (2022). Electric vehicles’ consumer behaviours: Mapping the field and providing a research agenda. Journal of Business Research, 150(June 2021), 399–416. https://doi.org/10.1016/j.jbusres.2022.06.011
Cakrawati Sudjoko. (2021). Strategi Pemanfaatan Kendaraan Listrik Berkelanjutan Sebagai Solusi Untuk Mengurangi Emisi Karbon. Jurnal Paradigma: Jurnal Multidisipliner Mahasiswa Pascasarjana Indonesia, 2(2), 54–68.
Conference, I. (2014). RECENT ADVANCES in ECONOMICS , MANAGEMENT and DEVELOPMENT RECENT ADVANCES in ECONOMICS , MANAGEMENT and DEVELOPMENT. Emd.
Chang, Y., & Zhang, T. (2019). The effects of product consistency and consumer resistance to innovation on green product diffusion in China. Sustainability (Switzerland), 11(9). https://doi.org/10.3390/su11092702
Andari, N. (2022). Ulasan Motor Listrik Gesits: Spesifikasi & Harga Terbaru. https://www.carmudi.co.id/journal/motor-listrik-gesits-spesifikasi-harga-terbaru/
Abdussamad, Z. (2021). Metode Penelitian Kualitatif. Syakir Media Press.
Salim & Syahru. (2012). Metodologi Penelitian Kualitatif Konsep dan Aplikasi dalam Ilmu Sosial, Keagaaman dan Pendidikan. Bandung: Citapustaka Media.
Creswell, J.W. (2009). Research Design: Qualitative, Quantitative and Mixed
Methods Approaches, 3rd ed. Thousand Oaks, California: SAGE Publications Ltd.
Rijali, A. (2019). Analisis Data Kualitatif. Alhadharah: Jurnal Ilmu Dakwah, 17(33), 81. https://doi.org/10.18592/alhadharah.v17i33.2374
