Strategi Bauran Komunikasi Pemasaran Produk Yamaha NMAX Turbo 2024

Authors

DOI:

https://doi.org/10.35870/jtik.v9i1.3283

Keywords:

Marketing Communication Mix, Yamaha NMAX Turbo 2024

Abstract

The study aims to determine the marketing communication mix strategy implemented by Yamaha in promoting the 2024 NMAX Turbo product in Indonesia. To differentiate, Yamaha leverages six key marketing communication elements: advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing. Using a qualitative case study approach, data was gathered through in-depth interviews with Yamaha’s marketing managers, advertising agencies, and automotive influencers, as well as document analysis of annual reports and social media content. Thematic and content analysis were employed to interpret the data. Findings show that advertising played a significant role in building brand awareness through television and digital platforms, emphasizing the motor’s turbocharged technology and futuristic design. Sales promotions, particularly exclusive discounts and pre-order bonuses, effectively boosted consumer interest. Public relations initiatives, including launch events and test rides, enhanced the brand’s image and engagement. Direct marketing via email and SMS reinforced consumer relationships, while personal selling at dealerships offered a personalized experience. Digital marketing through platforms like Instagram and TikTok successfully reached younger audiences. This marketing mix strategy has proven effective in raising brand awareness, strengthening engagement, and driving sales for Yamaha.

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Author Biographies

  • Mohamad Sudi, Institut Ilmu Sosial dan Ilmu Politik (IISIP) Yapis Biak,

    Program Studi Ilmu Komunikasi, Institut Ilmu Sosial dan Ilmu Politik (IISIP) Yapis Biak, Kabupaten Biak Numfor, Provinsi Papua, Indonesia

  • Zulham, Malikussaleh University

    Program Studi Ilmu Politik, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Malikussaleh, Kabupaten Aceh Utara, Provinsi Aceh, Indonesia.

  • Serepina Tiur Maida, Universitas Mpu Tantular

    Universitas Mpu Tantular, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta, Indonesia

  • Titiek Surya Ningsih, Universitas Tama Jagakarsa

    Universitas Tama Jagakarsa, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia

  • Yanti Setianti, Padjadjaran University

    Magister Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia

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Published

2025-01-01

Issue

Vol. 9 No. 1 (2025): JANUARY-MARCH 2025

Section

Computer & Communication Science

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Copyright (c) 2024 Mohamad Sudi, Zulham, Serepina Tiur Maida, Titiek Surya Ningsih, Yanti Setianti

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How to Cite

Sudi, M., Zulham, Maida, S. T., Ningsih, T. S., & Setianti, Y. (2025). Strategi Bauran Komunikasi Pemasaran Produk Yamaha NMAX Turbo 2024. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 9(1), 78-95. https://doi.org/10.35870/jtik.v9i1.3283

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