Persepsi Konsumen Atas Brand Toyota Prius Dan Implikasinya Pada Strategi Pemasaran

• المؤلفون الرئيسيون: , Aryo Bagus Ardianto, , Ike Janita Dewi SE., MBA., Ph.D.
• التنسيق: Theses and Dissertations NonPeerReviewed
• منشور في: [Yogyakarta] : Universitas Gadjah Mada 2011
• الموضوعات: ETD
• الوصول للمادة أونلاين: https://repository.ugm.ac.id/89877/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51047
• المؤسسة: Universitas Gadjah Mada

With the existing global warming issue, automotive industry used to be accused as ringleader of those issue. Toyota as the biggest car manufacturer in the world not just stay in silent, far from this global warming issue, Toyota already produce a hybrid car that gonna be the answer of the global warming issue, Toyota Prius. In US and Europe market, Toyota Prius is the best seller car. Even in US market, consumers have to wait for 6 month just to get Toyota Prius. It is little bit different from South East market especially Indonesia. Entering Indonesian market since 2003 by General Importer and officially launch in 2009 from Toyota Astra Motor, Toyota Prius haven�t achieve the number of selling target 10 unit/month. This selling issue that got writer�s attention to identify the problems in this research. The purpose of this research is to recognize how is the consumer perception with car that run by hybrid technology and what factors that affect purchasing of Toyota Prius by interviewing the potential buyer, potential seller, journalist, and user of Toyota Prius. This research can be used as suggestion and improvement for existing strategy by analyzing internal and external strength and weakness. The result from this research expected to be basic of evaluating the current strategy with see the insight of the potential buyer, potential seller, journalist, and user of Toyota Prius to increase the number of sales of Toyota Prius it self.