Analisis Strategi Pemasaran dalam Menghadapi Penurunan Penjualan Mobil Niaga di Indonesia : Studi Kasus Dealer Hino Tasikmalaya

Septian Triyanto; Nandang Nandang; Nizza Nadya Rachmani

doi:10.30640/jmcbus.v4i4.8066

Authors

Septian Triyanto Universitas Pendidikan Indonesia
Nandang Nandang Universitas Pendidikan Indonesia
Nizza Nadya Rachmani Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.30640/jmcbus.v4i4.8066

Keywords:

Digital Marketing, Marketing Strategy, SOSTAC, SWOT Analysis, TikTok

Abstract

The decline in commercial vehicle sales in Indonesia, along with changes in consumer behavior toward the use of digital media, has become a challenge for Hino Tasikmalaya Dealer in developing effective marketing strategies. This study aims to analyze the marketing strategies implemented by Hino Tasikmalaya Dealer and formulate appropriate marketing strategies to address the decline in commercial vehicle sales. This study employs a qualitative approach using a case study method and the SOSTAC framework as the basis for developing the marketing strategy. Data were collected through observation, interviews, documentation, and literature review. In the Situation Analysis stage, a SWOT analysis was conducted to identify the company’s internal and external conditions and determine its strategic position. The findings indicate that the marketing strategy of Hino Tasikmalaya Dealer is still dominated by direct marketing activities, while the utilization of digital media has not been optimized. Based on the Situation Analysis, the company is positioned within a Growth Strategy. Therefore, the proposed marketing strategy focuses on optimizing digital marketing through TikTok as a platform to increase brand awareness, expand market reach, engage with potential customers, and support the effectiveness of the dealer’s marketing activities. This strategy is expected to help the company adapt to changes in consumer behavior and strengthen its competitiveness in the commercial vehicle market.

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