The Marketing Communication Process of Honda Car Sales at Nusantara Bekasi

Authors

  • Edo Dwi Satria Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
  • Fadli Muhammad Athalarik Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
  • Asima Oktavia Sitanggang Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
  • Imaddudin Imaddudin Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/ijam.v1i4.1445

Keywords:

Marketing Communication, AIDA Model, Personal Selling, Customer Relationship, Automotive Industry

Abstract

This qualitative study explores the marketing communication process employed by sales representatives at Honda Mobil Nusantara Bekasi, emphasizing how persuasive communication strategies and the AIDA (Attention, Interest, Desire, Action) model contribute to consistent sales growth. Using in-depth interviews, observations, and documentation, the study investigates how salespeople create engagement through event marketing, personal selling, advertising, and sales promotions. Findings indicate that the dealership’s marketing success lies in its ability to combine personal relationships and emotional persuasion with strategic promotional activities. Sales representatives utilize interpersonal communication to capture attention and sustain consumer interest, supported by brand visibility through digital media and exhibitions. Moreover, the research reveals that communication practices are not merely transactional but relational, aiming to build long-term customer trust and loyalty. The study concludes that effective marketing communication requires alignment between message design, customer engagement, and brand credibility. This research contributes to a deeper understanding of how localized communication strategies can optimize marketing outcomes in Indonesia’s competitive automotive industry.

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Published

2023-02-28

How to Cite

Dwi Satria, E., Muhammad Athalarik, F., Oktavia Sitanggang, A., & Imaddudin, I. (2023). The Marketing Communication Process of Honda Car Sales at Nusantara Bekasi. International Journal of Advanced Multidisciplinary, 1(4), 516–524. https://doi.org/10.38035/ijam.v1i4.1445

Issue

Vol. 1 No. 4 (2023): International Journal of Advanced Multidisciplinary (January - March 2023)

Section

Articles

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Copyright (c) 2023 Edo Dwi Satria, Fadli Muhammad Athalarik, Asima Oktavia Sitanggang, Imaddudin Imaddudin

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