Analisis Efektivitas Pemasaran Online dan Offline pada Penjualan Mobil Bekas di Showroom Yuna Mobil Rantau Prapat

Abstract

Marketing is an important element in the business world, especially in the ever-growing automotive industry. The Yuna Mobil Rantau Prapat showroom faces challenges in determining effective marketing strategies amid fierce competition, both through online and offline marketing. With the increasing use of information technology and social media, it is important to analyse the effectiveness of these two marketing methods in increasing used car sales. This study aims to analyse the effectiveness of online and offline marketing on used car sales at Yuna Mobil Rantau Prapat Showroom. It is hoped that this research will provide insights for business owners in determining better and more effective marketing strategies to increase sales. The research method used is qualitative with a descriptive approach, with data collection through observation, in-depth interviews, and documentation. Research informants include the showroom owner, marketing team, and customers who have purchased cars. The data obtained is analysed to evaluate the effectiveness of the implemented marketing strategies. The research results indicate that offline marketing has a stronger influence on consumer purchasing decisions, particularly due to direct experience, personal interaction, and trust built through visits to the showroom. Meanwhile, online marketing is considered effective in building brand awareness and attracting initial consumer interest through social media and digital platforms. Thus, a combination of online and offline marketing is the most optimal strategy for increasing used car sales in local markets such as Labuhanbatu.