Analysis of Consumer Preferences on Mitsubishi Vehicles

Mario Pradana Putra; Fauziah  Eddyono

doi:10.55885/jmap.v4i2.363

Authors

Mario Pradana Putra Management Study Program, Universitas Sahid Jakarta, Indonesia
Fauziah Eddyono Management Study Program, Universitas Sahid Jakarta, Indonesia

DOI:

https://doi.org/10.55885/jmap.v4i2.363

Keywords:

Vehicles, Consumer Preferences, Marketing

Abstract

The increasingly competitive automotive industry makes consumer preferences a key to market success. This study analyzes consumer preferences for Mitsubishi vehicles, focusing on the factors of product, price, and location. The research method employed is a survey, with questionnaires distributed to 178 respondents as a sample. The collected data were analyzed using conjoint analysis to identify the factors that most influence consumer preferences. The results indicate that the product dimension is the primary factor affecting consumer preferences, more dominant than price and dealer location. These findings imply that Mitsubishi needs to continually enhance product quality, innovate in technology, and strengthen digital services to maintain consumer loyalty and optimize marketing strategies in the automotive market.

References

Anderson, H., & Black, B. (2010). Multivariate data analysis 7th edition. Pearson Perntice Hall.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2018). Principles of marketing Edition. Pearson Education Limited.

Atikah, N., Ariani, N., & Nastiti, H. (2020). Analisis Preferensi Konsumen Produk Teh Celup. Prosiding BIEMA (Business Management, Economic, and Accounting National Seminar), 1, 236–251. https://conference.upnvj.ac.id/index.php/biema/article/view/866

Bowersox, D. J., Closs, D. J., Cooper, M. B., & Bowersox, J. C. (2020). Supply chain logistics management. Mcgraw-hill.

Candrani, D. C., & Siswadi, B. (2023). Preferensi Konsumen terhadap Pembelian Keripik Singkong di UD. Aji Jaya Makmur Kecamatan Cerme Kabupaten Gresik. JU-Ke (Jurnal Ketahanan Pangan), 7(1), 19–31.

Dewi, A. (2020). Faktor-Faktor Yang Memengaruhi Preferensi Nasabah Terhadap Bank Syariah Di Kota Palopo. Jurnal Akuntansi STIE Muhammadiyah Palopo, 4(2).

Dijk, M., & Yarime, M. (2010). The emergence of hybrid-electric cars: Innovation path creation through co-evolution of supply and demand. Technological Forecasting and Social Change, 77(8), 1371–1390.

Fridayani, J. A., & Kusuma, S. E. (2023). Statistika Inferensial untuk Organisasi dan Bisnis. Sanata Dharma University Press.

Hoseason, J. (2003). Pricing: Making Profitable Decisions. Springer.

Kemenperin. (2017). Industri Otomotif Berkontribusi Besar Bagi Ekonomi Nasional. https://kemenperin.go.id/artikel/17466/Industri-Otomotif-Berkontribusi-Besar-Bagi-Ekonomi-Nasional

Mitsubishi. (2023). Capaian Penjualan Model Mitsubishi Motors di Indonesia Tahun 2022.

Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: Building marketing strategy. McGraw-Hill.

Pamartha, D. A., & Yulianto, E. (2016). Pengaruh Atribut Produk terhadap Preferensi Konsumen dan Keputusan Pembelian Kartu Seluler SimPATI (Survei pada Masyarakat Desa Wonosari, Kecamatan Pagu, Kabupaten Kediri yang Membeli Kartu Seluler Si. Jurnal Administrasi Bisnis (JAB)| Vol, 38(1).

Putri, N. W. (2023). Preferensi Konsumen Sate Kambing Di Depot Sate 35 Desa Tajjan Kecamatan Bluto. Universitas Wiraraja.

Rachman, M. A., & Eddyono, F. (2024). The influence of marketing content on brand awareness and its impact on citamin product purchase decisions. Jurnal Ekonomi, 13(01), 845–855.

Rohmah, H. M. (n.d.). Sunaryo, & Suryadi, N.(2023). The Effect of Product Quality and Distinctiveness on Consumer Loyalty Mediated by Consumer Satisfaction. International Journal of Science and Society, 5(2), 449–465.

Ronauli, L. N., & Indriani, F. (2020). Analisis Faktor-Faktor yang Mempengaruhi Preferensi Konsumen Terhadap Keputusan Pembelian Obat Generik (Studi Pada Konsumen di Apotek Kimia Farma Pandanaran Kota Semarang). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 19(3), 159–174.

Saha, P., & Roy, B. (2016). Indicators influencing the consumer preferences in buying from street vendors: a study on cox’s bazar, Bangladesh. Journal of Business, 37(1).

Selamat, M. A., & Eddyono, F. (2024). Analysis of Millennial Generation Preferences Towards Brand Switching Decisions to Smartphone OPPO Brand in Jabodetabek. Dinasti International Journal of Education Management And Social Science, 5(4), 864–877.

Widyawati, W., Mutisari, R., & Meitasari, D. (2023). Analysis of Consumer Preferences and Willingness to Pay for Misshapen Horticultural Commodities. IOP Conference Series: Earth and Environmental Science, 1153(1), 12036.

Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28, 67–85.