Product Preference Analysis of Low Multi-Purpose Vehicle Using Topic Modeling
Trisna Guruminda, Teguh Widodo · Advances in economics, business and management research/Advances in Economics, Business and Management Research · 2023
As the most prominent car market in Southeast Asia, the Indonesian car market has made the competition between car manufacturer companies even tighter.The in-depth analysis of the gap between the knowledge possessed by the manufacturer's brand and the consumer's actual preferences in the automotive market for cars in Indonesia, specifically in the best-selling car segment, Low-Multi Purpose Vehicles (LMPV), is a new development of previous research that focused only on the consumer's point of view with an analytical method that has limitations in the amount of data and focuses on a general car scale.This study aims to explain the characteristics of an ideal LMPV-type car according to Indonesian netizens and car manufacturer brands, also comparing those perspectives.There are 10,788 user comments and 129 brand text-marketing, including the official website and e-brochure used as data sources, thus analyzed by Latent Dirichlet Allocation (LDA) topic modeling.The study results show the gap between both points of view on how they represent their ideal characteristics, as the features, comfort, design, and engine factors are the priority characteristics of the car manufacturer's ideal LMPV.Therefore the design, features, price, comfort, reliability, and engine factors are the ideal LMPV characteristic of Indonesian Netizens.The results of this study can be utilized by car manufacturers in Indonesia, both on a national scale through Agen Tunggal Pemegang Merek (ATPM) and regional distributors in product development and marketing activities, such as inter-region car procurement, custom configuration, to content marketing transition from hard-selling to soft-selling.