The Influence of Market Strategy and Marketing Mix Toward The  Brand Image of Pertamax and The Implication Toward The  Consumer’s Decision Making of Purchasing Fuel in Jakarta

Nur Choirul AFIF; Nugroho HARDIYANTO; Lusi SUWANDARI

Article Details

The Influence of Market Strategy and Marketing Mix Toward The Brand Image of Pertamax and The Implication Toward The Consumer’s Decision Making of Purchasing Fuel in Jakarta

Authors:

Nur Choirul AFIF | Nugroho HARDIYANTO | Lusi SUWANDARI

Publisher:

Politik Ekonomik ve Sosyal Araştırmalar Merkezi

Journal:

Siyaset, Ekonomi ve Yönetim Araştırmaları Dergisi 2016 Vol.4 Issue 4, pp.131-151

Document Type:

Article

Publication Date:

9/2016

Document Language:

English

Document ID (Org No.):

2000602318

Frequency:

Bi-Annual

eISSN:

2147-7035

pISSN:

2147-6071

Abstract:

 

Pertamax is one of the PT. Pertamina  Persero ’s products designated for automobile in Indonesia. The number of automobile is increasing every year, but it does not equaled by the consumption of Pertamax. The Pertamax competitiveness research is conducted by analyzing the performance of market strategy and marketing mix toward the brand image of Pertamax and its implication to the decision making of consumer’s fuel purchase in Jakarta. This research is involving 100 respondent of automobile users by using Path Analysis to measure the performance of market strategy, marketing mix and brand image toward consumer’s decision making, which will affect the competitiveness of Pertamax in the future. The objective of this research is to evaluate the performance of Pertamax in order to increase the competitiveness of Pertamax in Indonesia.

 

Pertamax is one of the PT. Pertamina  Persero ’s products designated for automobile in Indonesia. The number of automobile is increasing every year, but it does not equaled by the consumption of Pertamax. The Pertamax competitiveness research is conducted by analyzing the performance of market strategy and marketing mix toward the brand image of Pertamax and its implication to the decision making of consumer’s fuel purchase in Jakarta. This research is involving 100 respondent of automobile users by using Path Analysis to measure the performance of market strategy, marketing mix and brand image toward consumer’s decision making, which will affect the competitiveness of Pertamax in the future. The objective of this research is to evaluate the performance of Pertamax in order to increase the competitiveness of Pertamax in Indonesia.

Article Details

The Influence of Market Strategy and Marketing Mix Toward The Brand Image of Pertamax and The Implication Toward The Consumer’s Decision Making of Purchasing Fuel in Jakarta

Authors: Nur Choirul AFIF | Nugroho HARDIYANTO | Lusi SUWANDARI

Publisher: Politik Ekonomik ve Sosyal Araştırmalar Merkezi

Journal: Siyaset, Ekonomi ve Yönetim Araştırmaları Dergisi 2016 Vol.4 Issue 4, pp.131-151

Document Type: Article

Publication Date: 9/2016

Document Language: English

Document ID (Org No.): 2000602318

Frequency: Bi-Annual

eISSN: 2147-7035

pISSN: 2147-6071

Issues

Authors:

Nur Choirul AFIF | Nugroho HARDIYANTO | Lusi SUWANDARI

Publisher:

Politik Ekonomik ve Sosyal Araştırmalar Merkezi

Journal:

Siyaset, Ekonomi ve Yönetim Araştırmaları Dergisi 2016 Vol.4 Issue 4, pp.131-151

Document Type:

Article

Publication Date:

9/2016

Document Language:

English

Document ID (Org No.):

2000602318

Frequency:

Bi-Annual

eISSN:

2147-7035

pISSN:

2147-6071