Work

Analysis of Consumer Preferences on Mitsubishi Vehicles

Year: 2024

Type: article

Abstract: The automotive industry is increasingly competitive, making consumer preferences the key to achieving market success. This research analyzes consumer preferences for Mitsubishi vehicles with a focus on product, price and location factors. The research method used was a survey with a questionnaire to 178 people as a sample. The data collected is analyzed using statistical techniques to identify the factors that most influence consumer preferences. The research results show that product dimensions are the main factor influencing consumer preferences, more dominant than price and dealer location. The implications of these findings direct Mitsubishi to continue improving product quality, innovating in technology, and strengthening digital services in order to maintain consumer loyalty and optimize marketing strategies in the automotive market.

Source: Journal of Management and Administration Provision

DOI: 10.55885/jmap.v4i2.363

Authors: Mario Pradana Putra, Fauziah Eddyono

Institution: Universitas Sahid Jakarta

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4403404403

FWCI: 0.472

Cites:

Cited by: 1

Related to: 10