Analisis Penerapan Strategi Komunikasi dalam Meningkatkan Penjualan di Era Pandemic Covid-19 Pt. Hadji Kalla Toyota Malili

Abstract

Indonesia's economy is facing severe shocks from various regions due to the Covid-19 virus. This is being experienced by all citizens who have begun to feel anxious about surviving amidst the pandemic's impact. There have been both positive and negative effects of the new regulations implemented by the Government to contain the spread of the virus and prevent its further escalation. The objectives of this research are to understand the challenges faced by Sales Executives in acquiring customers during the pandemic, to examine the volume of car sales before and after the pandemic, and to evaluate the outcomes of PT. Hadji Kalla Toyota's corporate strategies. This study employs a qualitative descriptive method, using research procedures that produce descriptive data from verbal or written expressions and objective behaviors. The research is conducted at PT. Hadji Kalla. Informants for this study are selected using the purposive sampling technique, which involves deliberately choosing informants based on specific criteria or considerations. In conducting this research, the researcher gathers information in two ways: first, collecting updates from informants over a certain period of time, and second, conducting interviews focused on exploring life stories and events related to individual experiences. Data analysis is based on the data collection techniques used in this study, as previously explained, which includes gathering content shared by informants through Instagram accounts. The data analysis method used is Miles and Huberman's data analysis technique. The research findings reveal that internet users in almost every province, both in Western and Eastern Indonesia, whether in urban or rural areas, are predominantly engaged in trade and service sectors.