MARKETING COMMUNICATION STRATEGY OF PT. WONG COCO MOTOR TO INCREASE SALES IN E-COMMERCE

Abstract

E-commerce helps a lot of people to build sales. Marketing communication plays a very important role in marketing activities. This research aims to find out how the marketing communication strategy of PT Wong Coco Motor in an effort to increase in E-commerce. This research is a qualitative research with a descriptive approach. Data collection techniques using observation by looking at PT Wong Coco Motor E-commerce, informant interviews in this study are the owner, employees, and consumers of PT Wong Coco Motor, and documentation. The results showed that the marketing mix (4P), this study identified that PT Wong Coco Motor offers high quality vehicle parts and accessories products at competitive prices. Promotion is done through paid advertisements and discounts, which have proven effective in attracting new consumers and increasing customer loyalty. In addition, the implementation of the Segmentation, Targeting, Positioning (STP) strategy allows companies to understand the market better, target profitable segments, and differentiate their products by emphasizing quality and affordable prices. Through the 3P (Put, Push, Pull Strategy), PT Wong Coco Motor successfully places products in the right channels, provides incentives to retailers, and analyzes sales data to create demand. The results show that the combination of these three strategies has increased sales and strengthened PT. Wong Coco Motor's position in the competitive E-commerce market.