Sinergi Personal Seling dan Media Sosial Marketing pada Peningkatan Volume Penjualan di Astra Daihatsu Martadinata Paal 2

Abstract

This study aims to analyze the synergy between personal selling and digital marketing via social media in increasing vehicle sales volume at Astra Daihatsu Martadinata Paal 2, Manado City; to analyze its impact on sales volume; and to identify obstacles and solutions regarding the integration of these two strategies. The study employs a qualitative approach using a case study design. Data were collected through in-depth interviews, observation, and document analysis, utilizing the Miles and Huberman interactive model, which encompasses data reduction, data display, and conclusion drawing/verification. Preliminary results indicate that the synergy between personal selling and digital marketing operates through a phased and complementary process. Social media platforms—specifically Facebook Marketplace and TikTok—are utilized to build personal branding, raise awareness, disseminate product information, and generate leads or prospective customers. Subsequently, these leads are followed up through direct personal selling to explore customer needs, explain products, negotiate, and ultimately close sales. Initial findings show that approximately 70–80% of the total vehicles sold monthly by the informant originate from social media prospects, with an average sales volume of 6–7 units per month. Meanwhile, face-to-face interactions preceded by trust-building via social media demonstrate an estimated sales closure rate of 80–90%. The primary obstacles to implementing this synergy include inconsistent follow-up processes for leads generated via social media and a lack of systematic recording and monitoring of prospective customer data. Therefore, a more structured lead database system, consistent follow-up, strengthened personal branding for sales personnel, and the optimization of social media as part of an integrated marketing strategy are required. In conclusion, the synergy between personal selling and digital marketing via social media holds the potential to enhance marketing effectiveness and vehicle sales volume at Astra Daihatsu Martadinata Paal 2. However, these findings remain preliminary, as this stage of the research is based on a single informant and requires validation through source and technique triangulation.