Analysis of the Application of Digital Marketing Communication Strategies in Increasing Car Sales by PT. Hadji Kalla Toyota Malili Branch

Abstract

Indonesia's current economic situation is no longer in good condition, in fact, it can be said to be very bad due to the Covid19 virus which weakens all countries. To avoid the wider spread of the virus is to try to implement restrictions on activities that can cause the speed of the Indonesian economy. Indonesia's economy is facing severe shocks from various regions caused by the Covid-19 virus. This is experienced by all residents who have begun to be anxious to survive in the midst of the pandemic. This research uses descriptive qualitative method. Research that uses a qualitative approach aims to explore or build a proposition or explain the meaning behind reality. Research is based on reality or events that take place in the field. Based on the results of data collection, it can be known exactly the strategy used to increase market share. Marketing strategy is basically a comprehensive, integrated and unified plan in the field of marketing, which provides guidance on the activities to be carried out to achieve the marketing goals of a company. The role of the target today is not only to deliver products or services to consumers, but also how these products or services can provide satisfaction to customers and companies can generate profits.Toyota's Marketing Mix strategy applied is very effective and successful, from the Product strategy, Toyota has the principle of creating ever better cars where Toyota will continue to try to create vehicle innovations by adjusting the correct Toyota Avanza according to the needs of the community in each particular region.