STRATEGI PEMASARAN DALAM MENINGKATKAN KUALITAS LAYANAN TERBAIK PADA PT. AGUNG AUTOMALL BENGKULU

Abstract

The implementation of the activity was carried out at PT. Agung Automall Bengkulu which is located on Jalan Pageran Natadirja No. 65 which is a large office and is the sales center of Toyota Brand Vehicles in Bengkulu City, which is the Implementation of Marketing MIX at PT. Agung Automall Bengkulu. The main findings include the following: Marketing Strategy Focused on Local Needs, PT. Agung Automall Bengkulu understands the needs of the local market and strives to adapt its marketing strategy to the demographic and economic conditions in the Bengkulu area. Through promotional programs specific to the region, such as discounts for loyal customers, direct gifts, and flexible financing packages, PT. Agung Automall Bengkulu has succeeded in attracting diverse consumer interests. In addition, this dealer is also active in holding local automotive events that introduce Toyota products directly to the public. Service Quality as Competitive Differentiation, In the midst of increasingly fierce competition, service quality is a very important differentiating factor. PT. Agung Automall Bengkulu has managed to build a solid reputation through excellent after-sales service, which includes standardized workshop services and well-trained staff.

This research uses a qualitative  approach with the aim of exploring in depth the strategies implemented by PT. Agung Automall Bengkulu and the factors that underlie their success in providing the best service to customers. The analysis was carried out using thematic analysis techniques. The data obtained from interviews and observations will be analyzed to identify the main themes related to the strategies implemented by PT. Agung Automall Bengkulu, the best services they offer, as well as the factors that affect the success and challenges faced by the company.