Analisis Strategi Pemasaran Dengan Metode Online To Offline (O2O) Pada Penggunaan Sosial Media Di CV. Alfin Jaya Motor

Nur Afni Zalyanti; Ira Nuriya Santi; Rosida P Adam; Mohammad Ega Nugraha

doi:10.31851/jmwe.v21i3.16920

Authors

Nur Afni Zalyanti Universitas Tadulako
Ira Nuriya Santi Universitas Tadulako
Rosida P Adam Universitas Tadulako
Mohammad Ega Nugraha Universitas Tadulako

DOI:

https://doi.org/10.31851/jmwe.v21i3.16920

Abstract

ABSTRAK

Penggunaan sosial media dalam strategi pemasaran telah menjadi krusial dalam era digital saat ini, terutama dalam industri otomotif. Penelitian ini bertujuan untuk menganalisis efektivitas strategi pemasaran Online to Offline (O2O) yang diterapkan oleh CV. Alfin Jaya Motor melalui penggunaan sosial media untuk meningkatkan interaksi pelanggan dan konversi penjualan. Metode penelitian studi kasus digunakan untuk mendalami implementasi strategi O2O, dengan mengumpulkan data dari survei pelanggan, wawancara dengan manajemen perusahaan, dan analisis data penjualan dan interaksi media sosial. Temuan penelitian menunjukkan tingkat kepuasan pelanggan mencapai 95% dan adanya peningkatan signifikan dalam aktivitas pemasaran setiap bulan. Implikasi dari penelitian ini mendukung pentingnya integrasi efektif antara platform online dan offline dalam mencapai tujuan pemasaran. Rekomendasi disarankan untuk optimalisasi strategi konten, penggunaan analitika data yang lebih mendalam, serta pengembangan hubungan pelanggan yang lebih kuat melalui sosial media untuk meningkatkan kinerja pemasaran di masa depan.

Kata Kunci: Pemasaran, Online to Offline (O2O), Media Sosial, CV Alfin Jaya Motor.

ABSTRACT

The use of social media in marketing strategies has become crucial in today's digital era, especially in the automotive industry. This study aims to analyze the effectiveness of the Online to Offline (O2O) marketing strategy implemented by CV. Alfin Jaya Motor through the use of social media to increase customer interaction and sales conversion. A case study research method was used to explore the implementation of the O2O strategy, by collecting data from customer surveys, interviews with company management, and analysis of sales data and social media interactions. The research findings show a customer satisfaction level of 95% and a significant increase in marketing activities every month. The implications of this study support the importance of effective integration between online and offline platforms in achieving marketing goals. Recommendations are suggested for optimizing content strategies, using deeper data analytics, and developing stronger customer relationships through social media to improve future marketing performance.

Keywords : Marketing Strategy, Online to Offline (O2O), social media, CV Alfin Jaya Motor.

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