Abstract :

Indonesia used car market is predicted to register a CAGR of about 5.74% in 2027. As there is an increase in the number of Indonesian used car players in the future, in order to remain competitive in the market, developing a buyer persona is one of the most essential solutions. Currently, in Indonesia, persona development in the automotive industry is very limited, due to limited research and digital players in the market. There are approximately 50k auto dealers in Indonesia. However, some of them, mostly SMEs auto dealers, still have limited resources, especially to do some research about market conditions. Therefore, this research could be a reference for automotive businesses to understand customers’ motivations. The data collection used in this study is by using quantitative and qualitative methods. Quantitative methods will be used for buyer persona development by using an online survey questionnaire. There are three variables that will be used in developing buyer persona for used car buyers, such as biographic information, users buying triggers, and consumer behaviors. Cluster analysis will be used to analyze the result of the survey questionnaire in developing the persona. After the persona is developed, then a qualitative method will be used to map the customer journey on the certain personas by using an in-depth interview.

---

Keywords :

Buyer Persona, Cluster Analysis, Customer Journey Mapping, Used Car Industry.

---

References :

1. Mordor Intelligence. (2021). INDONESIA USED CAR MARKET (2022-2027). Retrieved from

https://www.mordorintelligence.com/industry-reports/indonesia-used-car-market

2. LaBerge, L., O’Toole, C., Schneider, J., & Smaje, K. (2020, October 5). How COVID-19 has pushed companies over the technology tipping point—and transformed business forever. Retrieved from

https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever

3. Radu, V. (2019, November 26). Retrieved from Consumer behavior in marketing – patterns, types, segmentation: https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-segmentation/
4. Rani, P. (2014). Factors influencing consumer behaviour. International Journal of Current Research and Academic Review, 52-61.
5. (2019, November 22). Evenbound. Retrieved from Step-By-Step Guide to Defining Your Buyer Personas: https://evenbound.com/blog/step-by-step-guide-to-defining-your-buyer-persona#:~:text=A%20buyer%20persona%20is%20a,personas%20as%20a%20personal%20narrative
6. BUTLER, P., & PEPPARD, J. (1998). Consumer Purchasing on the Internet: Processes and Prospects. European Management Journal Vol. 16, No. 5, pp. 600–610.
7. Naresh K. Malhotra & David F. Birks. 2007 Marketing Research: An Applied Approach. Prentice Hall, 3rd Edition.
8. Hair, J. F., & Babin, B. J. (2018). Multivariate Data Analysis (8th ed.). Cengage.
9. Indeed Editorial Team. (2021, October 18). Retrieved from FAQ: What Does It Mean To Have Consistent Messaging? (With Tips): https://www.indeed.com/career-advice/career-development/consistent-messaging#:~:text=Consistent% 20messaging %20is%20the%20method,the%20organization%20and%20its%20customers
10. Newberry, C. (2021, November 1). Retrieved from 5 Instagram SEO Tips to Increase Your Reach: https://blog.hootsuite.com/instagram-seo/#What_is_Instagram_SEO
11. Roberts, C. (2018, June 4). Retrieved from Benefits of Retail Store Segmentation: https://serendipity2.com/retail-store-segmentation/