SUSILAWATI, SULIS (2024) PERUBAHAN KOMUNIKASI PEMASARAN DEALER TUNAS TOYOTA CILEGON DALAM MENGHADAPI PERIODE PANDEMI DAN PASCA PANDEMI COVID -19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
SULIS SUSILAWATI_6662180139_01.pdf Restricted to Registered users only Download (880kB) |
|
Text
SULIS SUSILAWATI_6662180139_02.pdf Restricted to Registered users only Download (642kB) |
|
Text
SULIS SUSILAWATI_6662180139_03.pdf Restricted to Registered users only Download (191kB) |
|
Text
SULIS SUSILAWATI_6662180139_04.pdf Restricted to Registered users only Download (317kB) |
|
Text
SULIS SUSILAWATI_6662180139_05.pdf Restricted to Registered users only Download (8kB) |
|
Text
SULIS SUSILAWATI_6662180139_FULL TEXT.pdf Restricted to Registered users only Download (2MB) |
|
Text
SULIS SUSILAWATI_6662180139_LAMP.pdf Restricted to Registered users only Download (1MB) |
|
Text
SULIS SUSILAWATI_6662180139_REF.pdf Restricted to Registered users only Download (40kB) |
Abstract
The negative impact on the economic sector caused by the coronavirus pandemic is not only felt by the community and the government sector but also experienced in the automotive sector, including Toyota. Toyota experienced a decline in retail sales by 17 thousand units, falling short of the expected 20 thousand units in wholesale figures. Tunas Toyota Cilegon Dealer is one of Toyota's official branches located in the Cilegon area on Jl. Raya Cilegon KM.14. According to DealerToyotaCilegon, despite the unfavorable conditions in the Indonesian automotive market due to the COVID-19 pandemic, PT Toyota Astra Motor (TAM) was able to achieve retail sales of 182,665 units in 2020 and maintain a market share at the same level as 2019, around 31 percent.The aim of this research is to examine how Tunas Toyota Cilegon's communication has changed post the Covid-19 pandemic. This research uses a descriptive qualitative approach, with data collected through in-depth interviews with the Branch Manager of Tunas Toyota Cilegon, the Head of Sales, Sales personnel, and consumers. The research indicates that Tunas Toyota Cilegon experienced significant changes in its marketing communication with the onset of the COVID-19 pandemic. Before the pandemic, the dominant strategy was offline, with face-to-face interaction as the customer's primary preference. However, the pandemic forced a shift to online strategies, utilizing platforms such as Google, Facebook, and Instagram. Despite being effective, challenges arose in explaining product details amidst social media noise. Marketing efforts included active promotions on social media, transaction incentives, social events, and an enhancement of personal selling skills. These changes were triggered by a significant drop in sales during the pandemic, prompting strategic adjustments to maintain and achieve sales targets while improving cost efficiency.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Dampak negatif pada sektor ekonomi yang disebabkan oleh pandemi virus corona tidak hanya dirasakan pada masyarakat dan sektor pemerintahan saja, melainkan dialami pada sektor otomotif pula, salah satunya adalah Toyota. Toyota mengalami penurunan penjualan dari sisi retail sebanyak 17 ribu unit dan meleset dari harapan 20 ribu unit di angka wholesales. Dealer Tunas Toyota Cilegon merupakan salah satu cabang resmi Toyota yang berada di Kawasan Cilegon yang berlokasi di Jl. Raya Cilegon KM.14. Dikutip dari DealerToyotaCilegon, meskipun pasar otomotif di Indonesia sedang tidak baik dikarenakan pandemi COVID-19, namun PT Toyota Astra Motor (TAM) mampu mencatatkan penjualan ritel sebesar 182.665 unit pada 2020 dan meraih meraih market share di level yang sama seperti 2019, yaitu sekitar 31 persen. Tujuan penelitian ini untuk meneliti bagaimana perubahan komunikasi yang dilakukan Tunas Toyota Cilegon pasca pandemi Covid-19. Penelitian ini menggunakan pendekatan kualitatif deskriptif, data diambil dengan wawancara mendalam kepada Kepala Cabang Tunas Toyota Cilegon, Kepala Sales, Sales, dan juga Konsumen.Penelitian menunjukkan Dealer Tunas Toyota Cilegon mengalami perubahan signifikan dalam komunikasi pemasarannya seiring dengan munculnya pandemi COVID-19. Sebelum pandemi, strategi offline dominan dengan tatap muka sebagai preferensi utama pelanggan. Namun, pandemi memaksa pergeseran ke strategi online, memanfaatkan platform seperti Google, Facebook, dan Instagram. Meskipun efektif, tantangan muncul dalam menjelaskan produk secara detail di tengah gangguan noise media sosial. Upaya pemasaran mencakup promosi aktif di media sosial, insentif transaksi, acara sosial, dan peningkatan keterampilan penjualan personal. Perubahan ini dipicu oleh penurunan penjualan signifikan selama pandemi, dengan penyesuaian strategi bertujuan untuk mempertahankan dan mencapai target penjualan sambil meningkatkan efisiensi biaya. | |||||||||
| Uncontrolled Keywords: | Marketing communication, Tunas Toyota Cilegon, post-pandemic, COVID-19. Komunikasi pemasaran, Tunas Toyota Cilegon, pasca pandemi, covid-19 | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
|||||||||
| Depositing User: | Mrs Sulis Susilawati | |||||||||
| Date Deposited: | 10 Jun 2024 11:10 | |||||||||
| Last Modified: | 10 Jun 2024 11:10 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35980 |
Actions (login required)
 |
View Item |