PERAN PENTING PERTUKARAN SOSIAL DALAM STRATEGI PEMASARAN SHOWROOM MOBIL KARUNIA MOTOR MALANG

The high competition in the automotive sector makes companies engaged in the automotive sector required to always use the right marketing strategy through a marketing strategy. The success of marketing is not only the responsibility of the marketing department, because all other business functions also play an important role in supporting marketing success. Therefore, in marketing strategy, companies should not only pay attention to social exchanges between companies and consumers, but also social exchanges between companies and employees and also brokers who often help to get consumers. This study aims to analyze the marketing strategy of the Karunia Motor Malang car showroom and the role of social exchange in the marketing strategy of the Karunia Motor Malang car showroom. This study used a qualitative approach with data collection conducted through interviews, observation and documentation. The results of this study indicate that the marketing strategy at the Karunia Motor Malang Showroom is carried out using a marketing mix consisting of product, price, location, promotion, quality human resources, easy purchasing and payment procedures and use of supporting facilities to increase consumer convenience. The marketing strategy implemented by the Karunia Motor Showroom always involves parties consisting of company leaders, employees, consumers and brokers. The relationship between the parties involved in the marketing strategy can run well because of social exchange from the parties involved in it.