Research Paper
Year: 2021 | Month: November | Volume: 8 | Issue: 11 | Pages: 140-147
DOI: https://doi.org/10.52403/ijrr.20211119
Evaluation of E-Marketing Implementation in Improving Decisions to Use Finance Credit Funds for Suzuki Car Purchases at Pt Suzuki Finance Indonesia Medan Branch
Alice Paulina Purba1, Sukaria Sinulingga2, Fadli2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara
Corresponding Author: Alice Paulina Purba
ABSTRACT
The decision to purchase a product on credit or through financing is one of the marketing strategies to increase product or service sales. Many factors can influence purchasing decisions through financing, especially E-Marketing which includes Product, Price, Promotion, People (Community), Place (Distribution), Branding and Process and Physical Evidence where Branding plays two roles in marketing strategy, especially branding as part of marketing strategy. This research is a survey research with a qualitative descriptive approach which aims to get a descriptive picture of the implementation of E-Marketing by PT Suzuki Finance Indonesia Medan Branch in order to market car products so that car purchases can be further increased. The population in this study were 10 informants which included staff and employees of PT Suzuki Finance Indonesia Medan Branch. The sample selection used purposive sampling method in order to obtain 10 informants. Collecting data using interview and observation methods. Data analysis using SWOT analysis. The results of the study prove that the prioritized strategies in increasing suzuki car purchasing decisions through financing are increasing customer facing resources (providing funds) to respond to increasing market share, overcoming security risks to increase interest in buying suzuki cars, improving relationship marketing management to meet suzuki car needs. The most dominant internal strength factor influencing the strategy to improve suzuki car purchasing decisions is the availability of E-Marketing facilities and a wider market reach. While the most dominant internal weakness factor is the limited internet capabilities of consumers. The most dominant external opportunity factor is the increase in market share and internet technology. External threat factors are the rapid growth of competitors, easy to imitate business strategies, the economic recovery due to COVID-19 and a skewed view of Suzuki cars. It is recommended to PT Suzuki Finance Indonesia Medan Branch to make financing easier, especially in terms of obtaining financing requirements so that the decision to purchase Suzuki cars through financing can be maximized.
Keywords: E-Marketing, Purchase Decision, Financing.
[PDF Full Text]