The Impact of Social Mediaanalysis by Sales Executives on the Customer Purchasing Decision Making Process at PT Nasmoco Bahtera Motor

Abstract

This research explored the challenges faced by PT Nasmoco Bahtera Motor in utilizing social media as part of their digital marketing strategy. In an era where social media has become a crucial tool for building customer relationships and enhancing sales, many sales personnel still lack the understanding and skills necessary to use it effectively. The aim of this research is to analyze the strategies employed by sales executives in leveraging social media forsocial branding, as well as to identify the various obstacles they encounter. With appropriate training, it is expected that sales personnel can become more effective in reaching customers, enhancing engagement, and fostering loyalty towards the Toyota brand. This research employs survey and interview methods to gather data from sales personnel, which will provide in-depth insights into best practices and the challenges faced in using social media. The findings of this research were anticipated to offer practical recommendations for the company in formulating more effective digital marketing strategies, thereby increasing brand awareness, strengthening customer relationships, and enhancing competitiveness in an increasingly competitive market.