THE EFFECT OF DIGITAL PROMOTION STRATEGY ON INCREASING TOYOTA VIOS EX-TAXI SALES VOLUME AT PT. BLUE BIRD STONE

Abstract

This study aims to analyze the impact of digital promotion strategies on increasing the sales volume of Toyota vios ex-taxi at PT. Blue Bird Batu Ceper. The research method used in this study is a quantitative method with a descriptive statistical approach and linear regression and examines consumer responses through filling out questionnaires. The data used consisted of 25 respondents in certain categories as well as information on the cost of digital promotion and sales of Toyota vios ex-taxi for the last four months, obtained from the company's internal reports. The survey results also show that consumers respond positively to digital promotions, which have a direct impact on purchase decisions. Meanwhile, the results of the descriptive analysis showed that the positive volume trend of sales was proportional to the increase in digital promotion budget, and the linear regression analysis showed that there was a significant relationship between digital promotion strategy and sales volume increase, with the regression coefficient showing that each increase in digital promotion budget contributed to the increase in Toyota Vios ex-taxi sales volume.