INOVASI KOMUNIKASI SALES YAMAHA THAMRIN BROTHERS PANGKALAN BALAI DALAM MENINGKATKAN PENJUALAN

This study aims to analyze the communication innovations implemented by the
sales team of Yamaha Thamrin Brothers Pangkalan Balai in increasing motorcycle
sales. A qualitative approach was employed using in-depth interviews and
observation involving key and supporting informants, including consumers. The
research is grounded in Everett M. Rogers’ Diffusion of Innovation theory and Kotler
and Keller’s Marketing Communication framework. The findings reveal that the sales
team utilizes digital platforms such as WhatsApp, Facebook, Instagram, and TikTok
to reach consumers widely and in real-time. Communication innovations include
interactivity, message personalization, creative visual content, and data-driven
approaches. These strategies significantly enhance consumer engagement and
accelerate the purchasing process. Moreover, interpersonal communication plays a
crucial role in building customer trust and loyalty. The study underscores the
importance of integrating digital channels with interpersonal skills to create effective
and adaptive marketing communication strategies.