ANALISIS STRATEGI PROMOSI PADA BENGKEL AUTO2000 BEKASI TIMUR TERHADAP PENCAPAIAN KEY PERFORMANCE INDICATOR: Indonesia, Inggris - Choirul Anam; Bambang Sulistyo (Department of Automotive Engineering Education, Faculty of Engineering, Yogyakarta State University, 2025)
Abstrak Penelitian ini bertujuan untuk mendeskripsikan strategi promosi yang dilakukan bengkel Auto2000 Bekasi Timur, dan mengidentifikasi strategi yang tepat untuk meningkatkan pencapaian Key Performance Indicator (KPI) Auto2000 Bekasi Timur. Penelitian ini merupakan penelitian deskriptif. Metode pengumpulan data yang digunakan yakni wawancara dengan kepala bengkel, observasi partisipatif, dan dokumentasi. Hasil penelitian yaitu: 1) Bentuk kegiatan promosi yang dilakukan Auto2000 Bekasi Timur meliputi: a) iklan: Auto2000 Digiroom, Whatsapp Blast, Instagram, poster/pamflet; b) promosi penjualan: paket servis GBSB/FPC/T-Care, promo servis. c) acara dan pengalaman: kopdar komunitas mobil Toyota, dan talkshow (offline di bengkel & online via Instagram); d) hubungan masyarakat dan publisitas: Auto2000 Goes to Residen; e) penjualan personal: service advisor, THS technician, dan petugas MRA; f) pemasaran langsung: petugas MRA baik melalui pesan Whatsapp ataupun via telepon; g) pemasaran interaktif: talkshow live via Instagram @auto2000bekasitimurofficial; h) pemasaran mulut ke mulut: karyawan bengkel dan pelanggan bengkel. 2) Evaluasi hasil Key Performance Indicator (KPI) Auto2000 Bekasi Timur tahun 2022: hasil pencapaian KPI tiap bulan pada 2022 baik unit entry, CPUS, maupun revenue dapat mencapai target. Pencapaian tertinggi terhitung pada bulan Juli 2022 dengan akumulasi pencapaian mencapai 409,52% dari 300% target, dikarenakan banyaknya promo servis yang ada di bulan tersebut sehingga menarik minat pelanggan untuk datang ke bengkel. Abstract This study aims to describe the promotion strategy carried out by the East Bekasi Auto2000 workshop and identifying the right strategy to increase the achievement of the East Bekasi Auto2000 Key Performance Indicator (KPI). This research is a descriptive research. Data collection methods used are interviews with the head of the workshop, participatory observation, and documentation. The results of the research are: 1) The forms of promotional activities carried out by Auto2000 East Bekasi include: a) advertisements: Auto2000 Digiroom, Whatsapp Blast, Instagram, posters/pamphlets; b) sales promotions: GBSB/FPC/T-Care service packages, service promos. c) events and experiences: kopdar Toyota car community, and talk shows (offline at the workshop & online via Instagram); d) public relations and publicity: Auto2000 Goes to Resident; e) personal sales: service advisors, THS technicians, and MRA officers; f) direct marketing: MRA officers either through Whatsapp messages or via telephone; g) interactive marketing: live talk show via Instagram @auto2000bekasitimurofficial; h) word of mouth marketing: workshop employees and workshop customers. 2) Evaluation of the results of the East Bekasi Auto2000 Key Performance Indicator (KPI) in 2022: the results of achieving KPIs every month in 2022 both unit entry, CPUS, and revenue can reach the target. The highest achievement was in July 2022 with an accumulated achievement of reaching 409.52% of the 300% target, due to the many service promos in that month that attracted customers interest in coming to the workshop.