Strategi Komunikasi Pemasaran BYD Indonesia Sebagai "Indonesia EV Sales No. 1" Pada GIIAS 2025

Abstract

The increasingly fierce competition in electric vehicles in Indonesia requires manufacturers to implement effective marketing communication strategies to introduce products and strengthen brand position. This study aims to identify and analyze BYD Indonesia’s marketing communication strategy as “Indonesia EV Sales No. 1” at the Gaikindo Indonesia International Auto Show (GIIAS) 2025. This study uses a descriptive qualitative approach with a case study design and a constructivist paradigm. Primary data were collected through semi-structured interviews with three purposively selected informants, namely the Head of Marketing of BYD Harmony Auto, the GIIAS 2025 organizing committee, and consumers who purchased BYD at the exhibition, while secondary data were obtained from books, journal articles, and media publications. The analysis follows the stages of data reduction, data display, and conclusion drawing, with source triangulation to test data trustworthiness. The analytical framework uses eight elements of Integrated Marketing Communication (IMC), namely advertising, public relations, direct marketing, personal selling, sales promotion, word of mouth, events and experiences, and interactive marketing. The results show that BYD combined digital campaigns and offline promotions, media cooperation, follow-up via WhatsApp and telephone, the role of salespeople as the brand’s front line, ownership promotion packages, user recommendations, test drives and immersive booth design, and TikTok live streaming. The integration of these elements conveyed consistent messages and supported awareness and purchase intention, although market education about electric vehicles remained a challenge. These findings enrich the study of event-based marketing communication and provide practical references for electric vehicle manufacturers.