Peran Media Sosial Dalam Meningkatkan Efektifitas Pemasaran di PT Ditraco Bangun Sarana Internasional Gunung Putri Bogor

Abstract

The rapid advancement of digitalization has compelled companies to adapt to evolving consumer behaviors, particularly in using social media for information, communication, and purchasing decisions. This study examines the role of social media in enhancing marketing performance and sales at PT Ditraco Bangun Sarana Internasional. A qualitative descriptive method was applied, collecting data through observations, interviews, and discussions during fieldwork. Results reveal that before structured social media management, the company relied mainly on conventional marketing methods, resulting in low audience engagement and stagnant sales. After implementing active, consistent, and interactive social media strategies including scheduled content, enhanced social presence, two-way communication, and audience-focused messaging the company observed notable improvements in engagement, brand visibility, and sales figures. These findings highlight the importance of professional content management and storytelling in fostering consumer trust and corporate reputation. The study suggests that even companies in traditional sectors can significantly improve marketing effectiveness and competitiveness by adopting well-planned social media strategies that integrate theory with practice.