Analisis Digital Marketing dalam Meningkatkan Booking Service Konsumen Wijaya Toyota Bandung

Authors

  • Sarip Hidayatuloh Politeknik Piksi Ganesha, Bandung, Indonesia
  • Tiris Sudrartono Politeknik Piksi Ganesha, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dit.v4i2.3925

Keywords:

Digital Marketing, Booking Service, Booking Rate, Conversion Flow, After Sales Otomotif

Abstract

Penelitian ini bertujuan untuk menganalisis penerapan digital marketing dalam mendukung penggunaan layanan Booking Service serta mengevaluasi perkembangan booking rate di Bengkel Wijaya Toyota Bandung. Menggunakan pendekatan kualitatif deskriptif, sumber data penelitian mencakup laporan internal unit entry dan unit booking periode Januari–Desember 2025, observasi lapangan, serta wawancara semi-terstruktur dengan 30 informan (Kepala Bengkel, PIC Booking, Service Advisor, dan konsumen). Hasil penelitian menunjukkan total unit entry sebanyak 9.960 kendaraan dengan pencapaian Booking Service sebanyak 4.091 unit, menghasilkan booking rate tertimbang sebesar 41,1%. Tingkat booking rate tertinggi dicapai pada bulan Maret (44%), sedangkan penurunan terendah terjadi pada bulan April (37%). Temuan kualitatif mengidentifikasi beberapa kendala operasional, seperti kejelasan konten promosi, kecepatan respons konfirmasi admin, serta belum tersedianya data attribution dari kanal digital. Sebagai kontribusi praktis, penelitian ini merumuskan kerangka "Digital Marketing to Booking Conversion Flow" untuk memetakan alur konversi konsumen mulai dari tahap awareness hingga kedatangan di bengkel.

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Published

2026-10-30

How to Cite

Hidayatuloh, S., & Sudrartono, T. (2026). Analisis Digital Marketing dalam Meningkatkan Booking Service Konsumen Wijaya Toyota Bandung. Dinasti Information and Technology, 4(2), 396–405. https://doi.org/10.38035/dit.v4i2.3925

Issue

Vol. 4 No. 2 (2026): Dinasti Information and Technology (October - December 2026)

Section

Articles

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Copyright (c) 2026 Sarip Hidayatuloh, Tiris Sudrartono

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