MARKETING STRATEGY TO INCREASE BRAND AWARENESS & BRAND LOYALTY ON THE MOTOGASS GARAGE BRAND

• Main Author: Habibie, Abdurrahman
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71287
• Institution: Institut Teknologi Bandung

The automotive industry is a leading industry that significantly contributes to the national economy. In Indonesia, there are currently 22 industrial companies that produce four-wheeled vehicles or more. In 2021, the automotive sector will also contribute Rp. 99.16 trillion with a production capacity of 2.35 million vehicles per year and 38.39 thousand direct workers. (Agus Gumiwang, Indonesian Minister of Industry, 2021). According to Johnny Widodo, CEO of OLX Autos Indonesia, in a survey conducted in 2021, the demand for used cars will increase by around 15% - 20% during the Covid-19 pandemic. Motogass Garage is a brand that sells used vehicle units located in Bandung, Motogass Garage itself was established in 2019 by selling daily cars and hobby cars (which have investment values like classic cars). This research was conducted using a quantitative method to determine what needs to be done to increase consumer brand awareness and brand loyalty toward Motogass Garage. This study conducted two exploratory surveys on 103 respondents and confirmatory survey of 109 respondents as validation. The data then are processed using the SPSS data processing application. This research also adopts BMC and VPC for Internal Analysis, while Competitor Analysis, and Porter's Five Forces are utilised for external analysis. The results of this study employs the AISAS model.