Ratna Bulan Damanik

Komunikasi Pemasaran Showroom Ridho Mobil dalam Memenuhi Kebutuhan Transportasi Pribadi Masyarakat di Kota Pematang Siantar

Introduction

Komunikasi pemasaran showroom ridho mobil dalam memenuhi kebutuhan transportasi pribadi masyarakat di kota pematang siantar. Pelajari strategi komunikasi pemasaran terpadu Ridho Mobil Pematang Siantar dalam memenuhi kebutuhan transportasi pribadi masyarakat. Efektivitas IMC melalui iklan digital, promosi, personal selling, PR, dan direct marketing terbukti sukses.

Abstract

The development of digital technology has transformed marketing communication patterns in the automotive business, including used car showrooms in mid-sized cities. Ridho Mobil Showroom, as a used car trading business in Pematang Siantar City, is required to develop effective marketing communication strategies to meet the community's personal transportation needs. This study aims to determine how the marketing communication of Ridho Mobil Showroom fulfills the personal transportation needs of the community. A qualitative descriptive method was used, with data collected through in-depth interviews, observation, and documentation, and analyzed using the Miles and Huberman model comprising data reduction, data presentation, and conclusion drawing through source triangulation. The results show that Ridho Mobil Showroom has implemented an Integrated Marketing Communication (IMC) approach through the integration of five marketing communication mix elements: advertising via TikTok, Instagram, and Facebook; sales promotion through cash installment programs and discounts; consultative and educative personal selling; public relations based on business networking and word-of-mouth; and direct/digital marketing via WhatsApp and marketplace platforms. Digital marketing serves as the initial stimulus to attract consumer interest, while personal selling is the primary determinant of purchase decisions. The IMC integration strategy has effectively met the community's personal transportation needs, evidenced by efficient transaction processes, diverse unit availability, transparent vehicle condition information, and high consumer satisfaction.

Review

This study offers a timely and relevant exploration into the evolving landscape of marketing communication within the used automotive sector, specifically focusing on Ridho Mobil Showroom in Pematang Siantar City. Amidst the significant shifts driven by digital technology, the paper effectively addresses its core objective: to meticulously determine how this specific showroom's marketing communication strategies successfully fulfill the personal transportation needs of the local community. The premise is highly pertinent, particularly for mid-sized cities where traditional business models are increasingly compelled to adapt to digital transformation. The methodology employed is a qualitative descriptive approach, which is well-suited for an in-depth understanding of complex communication processes. Data collection through in-depth interviews, observation, and documentation, coupled with analysis using the Miles and Huberman model and strengthened by source triangulation, suggests a robust and credible investigative framework. The findings reveal a sophisticated implementation of an Integrated Marketing Communication (IMC) approach. This integration spans five key elements: advertising across popular digital platforms (TikTok, Instagram, Facebook), strategic sales promotions (cash installment programs, discounts), consultative and educative personal selling, public relations built on networking and word-of-mouth, and direct/digital marketing via WhatsApp and marketplace platforms. A particularly insightful discovery is the distinct roles of digital marketing as the initial consumer stimulus and personal selling as the crucial determinant of purchase decisions. Overall, the study provides valuable practical insights into effective marketing communication strategies for used car showrooms navigating the digital era. The detailed breakdown of the IMC elements and their specific contributions to consumer engagement and purchase decisions offers a rich understanding of "how" such integration leads to success. The conclusion that this IMC strategy effectively meets community needs, evidenced by efficient transactions, diverse unit availability, transparent information, and high consumer satisfaction, underscores the practical utility of the research. While a single-case study design limits generalizability, the depth of analysis provides an excellent foundation for other regional businesses or future comparative research exploring the nuances of IMC in similar contexts.

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