Data-Driven Analysis of Matic Motorcycle Sales Strategy: A Case Study at Astra Motor Klaten
DOI:
https://doi.org/10.56456/jebdeker.v6i1.893Keywords:
Automotive Marketing, Data-Driven, Price, Regression Analysis, Sales VolumeAbstract
This study aimed to analyze and measure the effect of pricing strategy, product series, and seasonal factors on the sales volume of automatic motorcycles by applying a data-driven approach to fill a research gap in the context of decision-making at the dealership level. A case study was conducted at the Astra Motor Klaten dealership using secondary sales data during the 2024 period, covering 84 observations. The research method used was quantitative with Multiple Linear Regression as the analysis tool. The analysis results showed that the Average Series Price variable had a significant negative effect on sales volume. The Product Series variable, representing brand strength, indicated that the Beat, Vario, and PCX series had a highly significant positive influence and were the main pillars of sales. Furthermore, the Seasonal Factor was also proven to be significant, with sales experiencing a surge in January and December. Simultaneously, the model was able to explain 99.2% of the sales volume variance (R-squared = 0.992) and offers actionable managerial implications for optimizing marketing and inventory strategies.impulsive purchases in the digital marketplace.
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