The ANALYSIS OF DIGITAL MARKETING COMMUNICATION STRATEGY BASED ON STP (SEGMENTING, TARGETING, POSITIONING) AT PT ASTRA HONDA MOTOR

Fardhal Virgiawan Ramadhan; Juni Alfiah Chusjairi

doi:10.52423/jikuho.v8i4.79

Authors

Fardhal Virgiawan Ramadhan Paramadina University
Juni Alfiah Chusjairi Paramadina University

DOI:

https://doi.org/10.52423/jikuho.v8i4.79

Keywords:

komunikasi pemasaran , pemasaran digital, PT Astra Honda Motor (AHM) , strategi komunikasi

Abstract

PT Astra Honda Motor (AHM) menjadi salah satu perusahaan yang melakukan strategi pemasaran komunikasi secara digital untuk dapat menjangkau pelanggan lebih luas. Penelitian ini menggunakan akan menganalisis segmentasi, targeting, dan positioning yang dilakukan oleh PT Astra Honda Motor (AHM) dalam komunikasi pemasaran digital. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital pada PT Astra Honda Motor (AHM). Metode penelitian yang digunakan yaitu kualitatif dengan pendekatan analisis studi kasus. Penelitian ini juga menggunakan teknik pengumpulan data berupa observasi, studi kepustakaan dan dokumen sehingga hasil penelitian yang didapatkan akan relevan. Hasil penelitian ini yaitu PT Astra Honda Motor (AHM) melakukan strategi komunikasi pemasaran digital melalui STP (Segmenting, Targeting dan Positioning) yang memiliki peran besar dalam melakukan sasaran dan memperluas jangkauan konsumennya. Kami menemukan segmentasi PT Astra Honda Motor (AHM) adalah generasi muda yang memiliki kreativitas tinggi dengan rentan usia 20-24 tahun dan pengguna aktif media sosial, hal ini tergantung kebutuhan produk. Sasarannya adalah generasi muda yang aktif bermain media sosial. Positioning tersebut dengan menciptakan image produk di benak konsumen seperti iklan yang diberi slogan ‘One Heart’.

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