Analisis Strategi Pemasaran I Phone Inter dan I Phone Resmi di Kota Surabaya

Authors

  • Giati Rahayu Universitas Terbuka
  • Sri Prilmayanti Awaluddin Institut Teknologi dan Bisnis Nobel Indonesia

DOI:

https://doi.org/10.59603/masman.v2i2.384

Keywords:

marketing strategy, iphone inter, official iphone

Abstract

The research aims to understand market dynamics, identify advantages and disadvantages of official iPhone Inter and iPhone, and formulate effective marketing strategies to increase official iPhone sales in Indonesia. The study uses qualitative methods with in-depth interviews and targeted group discussions to gain insight into perceptions, preferences, and factors that influence consumer purchasing decisions. Research results show that the smartphone market in Indonesia is heavily influenced by price sensitivity and consumer awareness of warranty and after-sales service. The iPhone Inter attracts consumers because of its cheaper price, although without official warranties and reliable after-sales service, while the official iPhone is more in demand by consumers who value quality assurance and trusted technical support. The study found a gap in consumer understanding of the risks and benefits of each category of iPhones. Therefore, marketing strategies for official iPhones should focus on consumer education about the risks of buying an iPhone Inter and the benefits of purchasing an official iPhone. Marketing campaigns that emphasize quality, authenticity, and after-sales support, as well as increased accessibility and financing variations for official iPhones, are expected to change consumer perceptions and encourage them to choose official products. With the right approach, Apple and its distributors can strengthen the official iPhone position in the Indonesian market, reduce the iPhone Inter market share, and win competition in this competitive market. Based on these findings, the study recommends marketing strategies that focus on consumer education about the risks of purchasing an iPhone Inter and the benefits of buying an official iPhone, as well as improved after-sales services to strengthen the official iPhone position in the Indonesian market.

References

Adelia, A. S., & Maria, I. A. (2023). Praktik Black Market Pada Kasus Penjualan Iphone Second di Indonesia tahun 2016–2020. Journal Publicuho, 5(4), 1202–1223. https://doi.org/10.35817/publicuho.v5i4.60

Amalia, R. (2024). Meningkatkan Minat Beli Konsumen Melalui Strategi Skimming Princing dan Peningkatan Store Image Pada Produk Iphone. DFAME Digital Financial Accounting Management Economics Journal, 2(1), 21–27. https://doi.org/10.61434/dfame.v2i1.145

Arifen, S. R., Purwanty, V. D., Suci, D. A., Agustiawan, R. H., & Sudrajat, A. R. (2019). Analisis Strategi Pemasaran Untuk Meningkatkan daya Saing UMKM.

Damayanti, F., & Rostiana, K. (2024). Analisis Strategi Pemasaran Perusahaan Apple Dalam Meningkatkan Pemasaran Global. Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 3(1), 138–142. https://doi.org/10.55606/jupiman.v3i1.3271

Fadhilah, M., Dwi Cahyani, P., Nur, D., & Arifah. (2022). Analisis pengaruh digital marketing, hedonisme dan brand equity terhadap purchase decision smartphone iphone di Yogyakarta. In Online) JURNAL MANAJEMEN (Vol. 14, Issue 2).

Fadilah, N. (2020). Pengertian, Konsep, dan Strategi Pemasaran Syari’ah. In SALIMIYA (Vol. 1, Issue 2). https://ejournal.iaifa.ac.id/index.php/salimiya

Fajar, A. M., Citra, H., & Fauzi, E. (2023). Perlindungan Hukum Terhadap Konsumen Iphone Rekondisi di Kota Padang. JUDAKUM (Jurnal Dedikasi Hukum), 2(3). https://doi.org/10.33559/esr.v2i2.4

Margareth, P. M., & Tahaparry, G. H. (2022). Pengaruh Identitas Merek, Persepsi Kualitas Produk dan Brand Trust terhadap Loyalitas Merek Smartphone iPhone di Kota Ambon.

Mega, U. S., Komariah, K., Deni, R., & Danial, M. (2022). Analysis Of Short Video Marketing And Brand Perception On Buying Interest (Survey On Tiktok Account Followers @Vivo_Indonesia). In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 3). http://journal.yrpipku.com/index.php/msej

Novita Sari, E., Farhas, R. J., Zulmi, S., & Aminny Zakky, M. (n.d.). Analisis Keputusan Konsumen Dalam Pembelian Smartphone (Studi Kasus Pada Mahasiswa Universitas Pahlawan Tuanku Tambusai). In INNOVATIVE: JOURNAL OF SOCIAL SCIENCE RESEARCH (Vol. 688).

Pratama, I. S., & Sugiyono. (2023). Pengaruh Harga, Citra Merek dan gaya Hidup Terhadap Keputusan pembelian Smartphone Iphone.

Rambe, D. N. S., & Aslami, N. (2022). Analisis Strategi Pemasaran Dalam Pasar Global. El-Mujtama: Jurnal Pengabdian Masyarakat, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853

Sope, S. A. (2023). Analisis Strategi Pemasaran Terhadap Peningkatan PenjualanLicense. JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, Dan Akuntansi, 1(2), 87–100. https://doi.org/10.62421/jibema.v1i1.56

Tanudjaja, P., & Fauzi, A. (2019). Pengaruh Citra Merek, Promosi Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Untuk Penggunaan HP Samrtphone Brand Samsung. Jurnal Satya Mandiri : Manajemen & Bisnis, 5(1).

Yudha, I. M. R. P. A., & Yulianthini, N. Y. (2022). Pengaruh Lifestyle dan Kualitas Produk Terhadap keputusan Pembelian Iphone di Kota Singaraja. Bisma: Jurnal Manajemen, 8(2).

Yulia, Arizona, N. D., & Vincent, W. (2020). Analisis Pengaruh Ekuitas Merek Pada Keputusan Pembelian Smartphone IPhone XS Max di Indonesia. In Jurnal Produktivitas (Vol. 7). www.openjurnal.unmuhpnk.ac.id/index.php/jp

Published

2024-05-25

How to Cite

Giati Rahayu, & Sri Prilmayanti Awaluddin. (2024). Analisis Strategi Pemasaran I Phone Inter dan I Phone Resmi di Kota Surabaya. MASMAN : Master Manajemen, 2(2), 56–65. https://doi.org/10.59603/masman.v2i2.384

Similar Articles

1 2 > >> 

You may also start an advanced similarity search for this article.