Application Of Social Media Digital Marketing At A Surabaya Automotive Dealership

• Ferry Nur Arianto

  Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo

• Dewi Komala Sari

  Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo

General Background Technological advancements have fundamentally altered marketing landscapes within the automotive industry, shifting focus from physical showrooms to interactive online platforms. Specific Background Mazda Adityawarman in Surabaya actively utilizes multiple online platforms to strengthen brand image and drive sales, yet specific operational insights regarding their local execution remain limited. Knowledge Gap While previous studies highlight interaction rates and content quality as critical success indicators, empirical research detailing platform-specific strategies within local automotive dealerships is lacking. Aims This qualitative descriptive study analyzes the digital marketing application at Mazda Adityawarman, focusing on follower growth, content strategies, and engagement rates across Instagram, Facebook, and TikTok. Results Observational data reveals that while Instagram holds the majority of followers (2,871), TikTok generates the highest engagement rate at 6.1%, driven by short-video creativity, whereas Facebook functions primarily as an informational supplement. Novelty This research identifies distinct platform-specific utilities within local automotive marketing, demonstrating that algorithm-driven platforms like TikTok can surpass established networks in audience interaction despite having fewer followers. Implications Automotive dealerships must differentiate content across platforms—prioritizing visual aesthetics on Instagram and creative videos on TikTok—to maximize market visibility, audience interaction, and promotional reach.

Highlights:

• TikTok generates the highest interaction rate despite having fewer followers than Instagram.

• Platform-specific content strategies are essential for maximizing digital promotional reach.

• Short-video creativity significantly elevates market visibility for local automotive dealerships.

Keywords: Digital Marketing, Social Media,  Automotive Industry, Audience Engagement, Content Strategy

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