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	bibo:abstract "Elsa Suci Prihatini. 021120097. Strategi Pemasaran Merk Mobil Toyota Innova Zenix HV pada PT. Astra International TBK – TSO Auto2000 Yasmin. Dibawah bimbingan Dr. ABEL GANDHY, SPi., MM. dan Ir. IMAN HILMAN, MM. 2025.\r\nPertumbuhan industri otomotif di Indonesia, khususnya pada segmen kendaraan keluarga, mengalami peningkatan yang signifikan seiring dengan perubahan pola hidup masyarakat yang semakin mengutamakan kenyamanan dan efisiensi. Toyota Innova Zenix HV, sebagai salah satu model terbaru dari Toyota, dirancang untuk memenuhi kebutuhan tersebut dengan mengintegrasikan teknologi hybrid dan menyediakan ruang kabin yang luas. Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang efektif bagi Toyota Innova Zenix HV pada PT. Astra International Tbk – TSO Auto2000 Yasmin. Melalui metode analisis SWOT, penelitian ini mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang dihadapi oleh merek dalam pasar yang semakin kompetitif, serta merumuskan alternatif strategi yang direkomendasikan untuk meningkatkan daya saing dan menarik perhatian konsumen di segmen kendaraan keluarga. Diharapkan hasil penelitian ini dapat memberikan wawasan yang berharga dalam pengembangan strategi pemasaran yang lebih efektif dan berkelanjutan.\r\nKata Kunci: Strategi Pemasaran, SWOT, Toyota Innova Zenix HV"^^xsd:string;
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