DIGITAL CAR SHOWROOMS IN THE AUTOMOTIVE INDUSTRY: UNDERSTANDING CUSTOMER BEHAVIOUR AT PT. CARRO INDONESIA

• Main Author: Fahmi Fahrurrodzi, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83465
• Institution: Institut Teknologi Bandung

The car market's growth in Indonesia continues to increase, as can be seen from domestic car sales, according to GAIKINDO which increased cumulatively by 41% in the first and second quarters of 2022. Advances in information technology are influencing the way consumers buy cars, with many dealers starting to offer online services such as displaying car unit specifications online, purchasing via the web, applications, and home delivery services. This can shift conventional business models and consumer behavior in car purchasing decisions. This study aims to identify consumer behavior toward digital dealer business models such as Carro Indonesia and seek strategic positions for competitive advantage in the automotive industry, especially in buying and selling cars. The external analysis uses PESTEL and Porter's five forces, as well as internal analysis using VRIO, then for both internal and external analysis using SWOT. The research methodology includes qualitative and quantitative methods, with data collected through interviews and online questionnaires. Data analysis was conducted using content analysis and the Analytical Hierarchy (AHP) process with four criteria and 15 subcriteria to determine critical factors in consumer behavior adoption in car buying. As for service innovation products created by digital showrooms and dealers, such as home services and buying and selling cars online, they should easily attract consumers because of the many benefits. However, the results show that although digital service innovation is attractive, Many consumers still prefer to buy cars directly in showrooms or dealers using conventional methods for trust, user experience, additional costs, and attractive showroom offers. This study indicates the need to assess consumer behavior towards digital service innovation in the car buying and selling industry , the companies can increase the adoption of online services according to market needs.