ANALISIS STRATEGI PEMASARAN SEPEDA MOTOR HONDA PADA PT. FEDERAL INTERNATIONAL FINANCE CABANG PEMBANTU PURWODADI

Abstract

ABSTRACT PT. Federal International Finance is one of the sub-company of PT. Astra International Tbk. that is active in financing service. In order to develop its business, PT. FIF has opened an auxiliary branch in Purwodadi. In its progress, PT. FIF Purwodadi has not been able to show a satisfactory result, this is indicated by its target achievement that is only 64% on average per month. This certainly makes PT. FIF Management anxious. Various marketing strategies have been used to meet the set target. Based on the above mentioned problem, the investigation was conducted to analyze causes of PT. FIF Purwodadi failure and seek the best solution alternative. The analysis instruments used to solve this problem is consumer matrix analysis and non parametric statistic, especially Kendall Concordance Coefficient (W). For analysis purpose, no samples were taken from the total population 5.881 people. The analysis result shows that the cause of PT. FIF Purwodadi's failure is the perception/desire that encourages consumers in buying on installment with the marketing strategies applied by PT. FIF Purwodadi.