IMPLEMENTASI 4P DALAM MEMASARKAN MOBIL SECOND DI WILAYAH KEMBANGAN MENGGUNAKAN MEDIA FACEBOOK MARKETING

UBAIDAH, SAHAL NURHASAN AL (2026) IMPLEMENTASI 4P DALAM MEMASARKAN MOBIL SECOND DI WILAYAH KEMBANGAN MENGGUNAKAN MEDIA FACEBOOK MARKETING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of digital technology and social media has significantly transformed marketing strategies across various industries, including the automotive sector. Facebook, as a social media platform with a large number of active users, has become a strategic medium for digital marketing activities. In the context of second-hand car sales, Facebook functions not only as a promotional tool but also as an interactive communication channel that connects sellers and potential buyers. However, the high level of risk in second-hand car transactions requires marketing strategies that can build consumer trust. This study focuses on the implementation of Facebook marketing strategies by second-hand car sellers in the Meruya/Kembangan area of Jakarta. The purpose of this research is to analyze Facebook marketing strategies in selling second-hand cars and to examine the role of the marketing mix P4 (product, price, place, promotion) in influencing consumers’ purchasing decisions. The findings are expected to provide practical benefits for sellers and theoretical contributions to digital marketing communication studies. This research employs a qualitative descriptive approach. Data were collected through in-depth interviews, observation, and documentation. The research informants consisted of second-hand car sellers who actively utilize Facebook as a marketing platform in the study area. The results indicate that Facebook marketing strategies are implemented through informative visual content, intensive two-way communication, transparent product information, and flexible pricing through negotiation processes. The digital application of the P4 marketing mix was found to enhance consumer interest and trust in second-hand car purchasing decisions. Keywords: Facebook marketing, second-hand cars, marketing strategy, marketing mix P4 Perkembangan teknologi digital dan media sosial telah mengubah strategi pemasaran di berbagai sektor, termasuk industri otomotif. Facebook sebagai platform media sosial dengan jumlah pengguna yang besar menjadi sarana potensial dalam kegiatan pemasaran digital. Dalam konteks penjualan mobil second, Facebook berperan penting sebagai media promosi dan komunikasi yang mampu menjangkau konsumen secara luas serta membangun interaksi dua arah. Namun, tingginya risiko dalam transaksi mobil second menuntut adanya strategi pemasaran yang mampu meningkatkan kepercayaan konsumen. Penelitian ini berfokus pada strategi Facebook marketing yang diterapkan oleh penjual mobil second di wilayah Meruya/Kembangan Jakarta. Tujuan penelitian ini adalah untuk menganalisis penerapan strategi Facebook marketing dalam proses penjualan mobil second serta peran bauran pemasaran P4 (product, price, place, promotion) dalam memengaruhi keputusan pembelian konsumen. Hasil penelitian diharapkan dapat memberikan manfaat praktis bagi pelaku usaha serta kontribusi teoretis bagi kajian komunikasi pemasaran digital. Metode penelitian yang digunakan adalah penelitian kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Informan penelitian terdiri atas penjual mobil second yang aktif menggunakan Facebook sebagai media pemasaran di wilayah penelitian. Hasil penelitian menunjukkan bahwa strategi Facebook marketing diterapkan melalui penggunaan konten visual yang informatif, interaksi komunikasi yang intensif, transparansi informasi produk, serta fleksibilitas harga melalui proses negosiasi. Penerapan bauran pemasaran P4 secara digital terbukti mampu meningkatkan minat beli dan kepercayaan konsumen dalam penjualan mobil second. Kata kunci: Facebook marketing, mobil second, strategi pemasaran, bauran pemasaran P4

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44319120024
Uncontrolled Keywords:	Facebook marketing, mobil second, strategi pemasaran, bauran pemasaran P4
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	27 Mar 2026 08:24
Last Modified:	27 Mar 2026 08:24
URI:	http://repository.mercubuana.ac.id/id/eprint/101730

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