Published: 2025-01-01
Strategi Bauran Komunikasi Pemasaran Produk Yamaha NMAX Turbo 2024
DOI: 10.35870/jtik.v9i1.3283
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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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Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 1 (2025)
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Section: Computer & Communication Science
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/jtik.v9i1.3283
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Mohamad Sudi
Program Studi Ilmu Komunikasi, Institut Ilmu Sosial dan Ilmu Politik (IISIP) Yapis Biak, Kabupaten Biak Numfor, Provinsi Papua, Indonesia
Zulham
Program Studi Ilmu Politik, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Malikussaleh, Kabupaten Aceh Utara, Provinsi Aceh, Indonesia.
Serepina Tiur Maida
Universitas Mpu Tantular, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta, Indonesia
Titiek Surya Ningsih
Universitas Tama Jagakarsa, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia
Yanti Setianti
Magister Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia
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