Pribadi, Yulius (2014) Aktivitas Public Relations PT Astra Internasional Tbk-Honda Yogyakarta dalam Mengkomunikasi Brand Positioning Motor Honda. Caritas Pro Serviam, 27. ISSN 1440-4547

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Abstract

PT Astra International Tbk-Honda Yogyakarta was able to record a monthly sales of 15.000 units during the semester, in DIY and its surrounding regions. In contrary, Yamaha’s monthly sales in the same semester only reached 7.500 units, below its monthly sales in 2010 which reached 8.500 units. Year 2010’s motorcycle industry was nationally dominated by Honda who occupied a 46.7% share, followed by Yamaha with a 44.8% market share, Suzuki with a 7.1% market share, and the remaining manufacturers with a 1.4% share. The figures indicated the high interest of people from DIY and its surrounding regions in using Honda motorcycles then their counterparts nationally. A qualitative research was conducted to scrutinize how public relations activities were performed to make sure good image, acceptance, and support of Honda motorcycles. Data collections were done by conducting a series of indepth interviews with PT Astra International Tbk-Honda Yogyakarta’s management. Data analysis from examining documents from various sources was carried out through the application of an analytical descriptive method, which was started by gathering the data, followed by analyzing the data, and concluded by systematically interpreting the result. This research was applying theories on brand positioning, brand communication, and IMC strategies. PT Astra International Tbk-Honda Yogyakarta engineered their profile strategy, as one of IMC strategies, through public relations activities, which consisted of marketing public relations and corporate public relations, creating the basis for push strategy and pull strategy.

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