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Tiga Poin yang Bisa Memuaskan Konsumen Saat Beli Mobil Baru
Uzone.id - Banyak orang bilang, beli mobil bukan kayak beli kacang goreng. Yoi dan pasti dong. Karenanya, perlakuannya pun harus dibedakan.
Nah, JD Power sendiri selalu melakukan survei terhadap kepuasan konsumen saat membeli mobil baru.
Dalam surveinya itu, JD Power mengaku menemukan setidaknya tiga poin penting yang berperan dalam menentukan hasil akhir dari kepuasan konsumen dalam membeli mobil.
Berikut temuan dari J.D. Power 2019 Indonesia Sales Satisfaction Index (Mass Market) StudySM:
Efisiensi bahan bakar, desain, dan nilai jual adalah alasan utama dari pembelian: Alasan utama yang mempengaruhi pembelian meliputi efisiensi bahan bakar yang baik (20%), desain eksterior (11%), kenyamanan dan desain interior (10%), serta nilai jual kembali kendaraan yang tinggi (9%).
Banyak pembeli menolak test drive : Anehnya, terjadi peningkatan adanya pembeli yang tidak menginginkan atau membutuhkan test drive (35% di tahun 2019 vs 24% tahun 2018).
Ini adalah tren yang mengkhawatirkan, karena repeat buyers justru menunjukkan kepuasan penjualan lebih tinggi ketika melakukan test drive (851) dibanding dengan mereka yang tidak ingin atau memerlukan test drive mobil baru (827).
Selain itu, test drive sebenarnya menawarkan kesempatan kepada konsultan sales untuk tidak hanya menyoroti performa kendaraan, tetapi juga dapat mempromosikan fitur-fitur baru kendaraan, seperti sisi infotainment, keamanan, serta interior yang menarik.
Penjelasan lebih lanjut yang diperlukan setelah pembelian : Lebih dari setengah pelanggan (57%) menginginkan penjelasan tambahan mengenai fitur utama kendaraan. Pelanggan juga menyoroti perlunya diler untuk memberikan penjelasan lebih spesifik dan khusus ketika pengiriman kendaraan.
Penjelasan tambahan yang diajukan pada keenam fitur yang tercantum, termasuk fitur keselamatan kendaraan (40% dari pembeli baru), sistem audio (36%), sistem komunikasi kendaraan (36%) dan fitur konektivitas Bluetooth (34%).