MARKETING STRATEGY FOR CAR RE-BUYING INTEREST IN CAR HOBBY

Abstract

ABSTRACT

This research aims to analyze marketing strategies that influence interest in buying a car again at Hobi Mobil. The research results show that promotion, location and price together have a significant influence on product repurchase intention. Apart from that, the use of the marketing mix (Marketing 7P) and online marketing strategies also have a significant contribution to consumer buying interest. Consumer purchasing interest is influenced by various factors, including product quality, marketing strategy, price, promotion and service. This research also highlights the importance of developing products with good value and quality to attract new consumers. Apart from that, the right marketing strategy is very important so that the product can be successfully marketed. The research results show that promotions have a significant influence on repurchase interest. Apart from that, factors such as location and price also have a significant influence on product repurchase interest. The use of marketing mix (Marketing Mix 7P) and online marketing strategies also have a significant contribution to consumer buying interest. Consumer buying interest is influenced by various factors, both those originating from themselves such as consumer needs, desires and characteristics, as well as environmental factors such as product quality, marketing strategy, price, promotion, service and other service efforts. Based on the research results, a marketing strategy that pays attention to these factors can be the basis for increasing interest in repurchasing cars at Hobi Mobil.

Keywords: marketing strategy, repurchase interest, cars, car hobby, promotion, marketing mix, online marketing strategy, product quality, price, service.