Analisis Komunikasi Pemasaran Business To Business Untuk Memperluas Target Pasar Dan Menjaga Relasi Jangka Panjang Pada PT Genta Buana Astadeca Medan

Abstract

This study aims to analyze the marketing communication strategies implemented by PT Genta Buana Astadeca Medan in expanding its target market and maintaining long-term relationships. The research is grounded in theories of interpersonal communication, intercultural communication, marketing communication, Integrated Marketing Communication (IMC), and the Word of Mouth (WOM) marketing model. A qualitative descriptive method was employed, with data collected through in-depth interviews and observations. The study involved seven informants, comprising five employees of PT Genta Buana Astadeca Medan and two triangulation informants from other companies. The findings indicate that the Business-to-Business (B2B) marketing process is relatively lengthy. Prior to meeting customers, the sales team undergoes training on grooming and communication techniques. The marketing process begins with customer approach, identifying customer needs, offering product solutions, and conducting negotiations. The study also reveals several communication challenges encountered by customers, including time constraints, passive customer behavior, high expectations, misunderstandings, cultural differences, and geographical distance. The success of the company’s B2B marketing efforts heavily relies on the implementation of structured and adaptive interpersonal communication to address these challenges. Practically, this study implies that other B2B companies can improve their sales performance and customer loyalty by investing in comprehensive interpersonal communication skills training for their sales teams.