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All Journal Research Report - Social Science JAS (Journal of ASEAN Studies) Jurnal Administrasi Bisnis Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) YUME : Journal of Management Aptisi Transactions on Technopreneurship (ATT) Dinasti International Journal of Management Science International Journal of Economics, Business and Accounting Research (IJEBAR) MANDAR: Management Development and Applied Research Journal Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Journal of Management - Small and Medium Enterprises (SME's) Transformasi Manageria: Journal of Islamic Education Management Economic Reviews Journal MES Management Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Theresia Gunawan
Jurusan Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Katolik Parahyangan
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Efektivitas Pemasaran Digital Vs Pemasaran Tradisional pada Dealer Mobil Honda Jabodetabek Aditya Ivan; Theresia Gunawan; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7317

Abstract

This study aims to analyze the comparative effectiveness of digital marketing and traditional marketing strategies at Honda dealerships in the Jabodetabek area. With the rapid advancement of technology, the marketing landscape has shifted significantly, requiring businesses to adapt and optimize their strategies to remain competitive. Traditional marketing methods, such as exhibitions, print advertising, and telemarketing, have long been utilized to reach potential customers. However, the rise of digital marketing leveraging platforms like social media, websites, and online advertisements offers new opportunities for cost-effective, targeted, and measurable marketing strategies. This research employs a quantitative approach using a survey method, involving sales consultants selected based on their sales performance. The collected data were analyzed using descriptive statistics and crosstab analysis to examine the relationship between demographic factors and marketing effectiveness. The findings indicate that social media is the most effective digital marketing channel, while dealer and international exhibitions remain highly relevant in traditional marketing. Conversely, telemarketing and print advertising are perceived as less effective. The study concludes that integrating digital and traditional marketing is crucial to maximizing sales performance. It is recommended that sales consultants receive skill training in digital marketing tools, allowing them to leverage technology effectively while maintaining personal customer engagement through traditional methods.
Co-Authors Aditya Ivan Agus Gunawan Andreas Chang, Andreas Andrew Harnadi Angela Caroline, Angela Asdi Aulia Athuri Bani Ady Ramadhan Dede Mohamad Sandris Dian Sadeli Dian Sadeli Elisabeth Elisabeth Fransisca, Fasya Fransiska Anita Subari Gadis Mulia Reski Gandhi Pawitan Hendrawan, Sanerya Hermawan, Daniel Irvan Liunardi Senjaya Istiharini Istiharini Istiharini . Ivan Chandra Kurniasih, Desti Li, Zhiwen Lira Ratnasari Michael Alexander Ferdhian Mosavi, Hafizullah Natalia Suwarsih Nugraha, Willy Arya Patra Anggara Prasetya, Nicolas Rafiqi, Farhan Ratih Hurriyati Riska Fitri Ratnafuri Sabira, Zalvatania Salma Saputri, Windy Eka Shelvi Shelvi Triningtyas Elisabeth Putri Gusti Ujang Sumarwan Yohanes Yohanes Yoke Pribadi Kornalius Yoke Pribadi Kornarius