Community Dynamics Of Consumer In Improving The Effectiveness Of Marketing Communications (The Case Of Motor Community Yamaha Matic Bogor).

Abstract

Consumer community is a social group made a similar consumption of the product. Marketing communications can be conducted through a community approach to the consumer. Goal of this research were to identify the level of effectiveness of marketing communications of PT Yamaha Motor Kencana Indonesia (PT YMKI) and to analisys the relationship between characteristics of community members and group dynamics with the effectiveness of PT YMKI marketing communications. The research was conducted from May to June 2010. This research applies analysis tools such us, the observation of the descriptive analysis, chi square and rank spearman. Yamaha Matic Bogor (YMB) is a community matic Yamaha motorcycle owners, so that an effective approach to marketing communications needs to be done by PT YMKI as the sole agent Yamaha in Indonesia. Effective marketing communication is built from the knowledge and understanding of community members towards marketing communication messages and channels. Based on the research, knowledge and understanding of YMB community members tend to be high on the marketing messages of PT YMKI. This research also explains the significant relationships between gender characteristics of community members with the effectiveness of marketing communications. Furthermore the effectiveness of marketing communications of PT YMKI also correlated significantly with task function and community cohesion in YMB motorcycle community. PT YMKI needs to do marketing communications approach which based on gender characteristics and community dynamics such as task function and group cohesiveness.