Dinamika Lingkungan Makro dan Mikro sebagai Determinan Strategi Pemasaran Yamaha di Indonesia

Fara Umaynah; Hendra Riofita

doi:10.51903/rhspe258

Authors

Fara Umaynah Universitas Islam Negeri Sultan Syarif Kasim Riau
Hendra Riofita Universitas Islam Negeri Sultan Syarif Kasim Riau

DOI:

https://doi.org/10.51903/rhspe258

Keywords:

Marketing environment dynamics, Macroenvironment, Microenvironment, Marketing strategy, Yamaha Indonesia

Abstract

Changes in the business environment require Yamaha Indonesia to adjust its marketing strategy to evolving market conditions and consumer characteristics. This study aims to explain the relationship between macro- and micro-environmental dynamics and Yamaha's marketing direction through a qualitative descriptive approach based on a literature review. The analysis indicates that demographic shifts, purchasing power, natural conditions, technological advances, regulations, and lifestyle changes create both marketing challenges and opportunities. At the micro level, component availability, dealer and financing institution involvement, diverse customer needs, competitive pressure, and relationships with the public also shape marketing activities. Product variety and technological feature development represent relevant forms of adaptation to differing consumer preferences. This study emphasizes the importance of continuous environmental analysis as a basis for aligning product offerings and marketing activities with changing market conditions.

Author Biographies

Fara Umaynah, Universitas Islam Negeri Sultan Syarif Kasim Riau

Pendidikan Ekonomi, Universitas Islam Negeri Sultan Syarif Kasim Riau, Indonesia
Hendra Riofita, Universitas Islam Negeri Sultan Syarif Kasim Riau

Pendidikan Ekonomi, Universitas Islam Negeri Sultan Syarif Kasim Riau, Indonesia

References

H. Riofita, “Predicting Muslim Female Customer Retention Through Islamic Marketplace Attractiveness,” J. Islam. Econ. Bus. Res., vol. 4, no. 2, pp. 234–247, Dec. 2024, doi: 10.18196/jiebr.v4i2.282.

H. H. Azilla, I. G. Agung, S. Gayatri, I. D. Ayu, and T. Permata, “Pengaruh Kualitas Produk , Pelayanan Dan Promosi Terhadap Loyalitas Pelanggan Di Dealer Yamaha Arundaya Bisma Sentosa Jembrana,” QOSIM J. Pendidikan, Sos. Hum., vol. 4, no. 3, pp. 1858–1873, 2026.

H. Riofita, “Perceived Opportunity and Risk Control Role on Willingness to Recommend Sharia Fintech,” J. Ekon. Indones., vol. 13, no. 2, pp. 137–151, 2024, doi: 10.52813/jei.v13i2.353.

Nico and Apan, “Pengaruh Pelayanan, Harga dan Promosi terhadap Keputusan Pembelian Sepeda Motor Bekas di Dealer Yamaha Victory Premium Serpong Tangerang),” J. Manajemen, Ekon. Bisnis Keuang., vol. 1, no. 2, pp. 100–113, 2023, [Online]. Available: https://ejournal.stie-igi.ac.id/index.php/JurnalManajemenEkonomiBisnisKeua

H. Riofita, “Augmenting Customer Intention to Use Mypertamina Trough Predictors,” J. Manaj. Teknol., vol. 22, no. 2, pp. 149–167, 2023, doi: 10.12695/jmt.2023.22.2.3.

R. Meilinda and C. M. Putri, “Analisis Brand Image dan Kualitas Layanan dalam Memengaruhi Keputusan Pembelian Konsumen pada Produk Yamaha,” Regress J. Econ. Manag., vol. 5, no. 1, pp. 1–8, Jun. 2025, doi: 10.57251/reg.v5i1.1985.

H. Fadillah et al., “PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI DEALER YAMAHA SURYANATA AMUNTAI,” vol. 5, no. 2, 2023.

Melani Napitupulu, Christiani Elisabeth, and Dinda Julia, “Strategi Yamaha dalam Menggeser Persepsi Dominan Kompetitor di Pasar Sepeda Motor Indonesia melalui Inovasi dan Pengalaman Berkendara di Kota Medan,” J. Pengabdi. Masy. dan Ris. Pendidik., vol. 4, no. 2, pp. 7293–7307, Oct. 2025, doi: 10.31004/jerkin.v4i2.2994.

Hildan Holif Azilla, Gusti Agung Sasih Gayatri, and Dewa Ayu Tita Permata Tabita, “Pengaruh Kualitas Produk, Pelayanan Dan Promosi Terhadap Loyalitas Pelanggan Di Dealer Yamaha Arundaya Bisma Sentosa Jembrana,” J. Pendidikan, Sos. Hum. QOSIM J. Pendidikan, Sos. Hum., vol. 4, no. 3, pp. 1859–1873, 2026, doi: 10.61104/jq.v4i3.7060.

A. Budiono, B. Pangestu, L. Khulwatu Iffah, S. Ikka Nabilah, N. Edwin Kiky Aprianto, and I. K. Negeri Saifuddin Zuhri Purwokerto, “ANALISIS KOMPARATIF STRATEGI PEMASARAN MOTOR HONDA, DAN YAMAHA DI INDONESIA,” Merdeka Indones. J. Int., vol. 4, no. 2, 2024.

W. Febriyanti, “ANALISIS SWOT PADA PERUSAHAAN MANUFAKTUR (STUDI KASUS PADA PT. YAMAHA MUSIC MANUFACTURING ASIA),” Bisnis, Manaj. dan Akunt., vol. 3, no. 4, pp. 103–110, 2025.

K. Rakyin, M. Anas, and I. Bian Raharjo, “PERAN PERSEPSI NILAI, HARGA, DAN KUALITAS PRODUK TERHADAP MINAT BELI YAMAHA CLASSY STUDI DI YAMAHA MATARAM SAKTI KEDIRI,” Simp. Manaj. dan Bisnis V, vol. 5, pp. 108–114, 2026.