The Marketing Communication Process of Honda Car Sales at Nusantara Bekasi

This qualitative study explores the marketing communication process employed by sales representatives at Honda Mobil Nusantara Bekasi, emphasizing how persuasive communication strategies and the AIDA (Attention, Interest, Desire, Action) model contribute to consistent sales growth. Using in-depth interviews, observations, and documentation, the study investigates how salespeople create engagement through event marketing, personal selling, advertising, and sales promotions. Findings indicate that the dealership’s marketing success lies in its ability to combine personal relationships and emotional persuasion with strategic promotional activities. Sales representatives utilize interpersonal communication to capture attention and sustain consumer interest, supported by brand visibility through digital media and exhibitions. Moreover, the research reveals that communication practices are not merely transactional but relational, aiming to build long-term customer trust and loyalty. The study concludes that effective marketing communication requires alignment between message design, customer engagement, and brand credibility. This research contributes to a deeper understanding of how localized communication strategies can optimize marketing outcomes in Indonesia’s competitive automotive industry.