KOMUNIKASI PEMASARAN DI DEALER YAMAHA TUGU MAS II SUMBAWA

Abstract

Marketing communication is an effort to convey messages to the public, especially consumers about the existence of a product or service in the market. Advances in information technology have also led to increasingly fierce businesscompetition between companies. Forthisreason, all companiesmust haveand choosetheright strategyto beableto gain a strong position in society (consumers) so that their products become trusted brands. To achieve this position is not easy, becauseonceabusinesslaunchesaproduct andisacceptableinthemarket,competitorswillalso follow suit to produce similar products with better quality and features, and of course with a different brand. In an effort to maintain customer loyalty, the Yamaha Tugu Mas II Sumbawa Dealer pays attentiontocustomersatisfactionwhentheybuygoodsorservicesby makingiteasier forcustomerstogettheproducttheywant.Asanexampleoftheobservationsofresearchers, when consumers come to the Dealer, the sales counter in charge immediately welcomes and accompanies consumers to see the products and also provides product information and also the pricesofferedandprovidescomfortablefacilitieswhereconsumerswait.Thetypeofresearchused byresearchers isatypeof qualitativeresearch.YamahaTuguMasIISumbawaDealermarketing communication uses direct marketing promotions andthrough social media. From the results of the research, activities that can help the marketing communication of Yamaha Tugu Mas II Sumbawa Dealers in maintaining consumer loyalty are advertising, publicity, and personal shelling.From theresultsof researchapproachesthat canbecarriedout byYamahaTugumasII SumbawaDealersincreatingdistinctiveness,profit,andvalueinmarketingcommunications.Can be seen in a way or structure in communicating.
Keywords;communication;marketing;consumer;dealer