STRATEGI PEMASARAN KOMUNITAS VIRTUAL DAN SMART ENVIRONMENTS MELALUI FACEBOOK PADA CV TUNAS ABADI

CV Tunas Abadi, a company with over 30 years of experience in the B2B sector for office equipment, electronics, and furniture, is facing significant challenges in expanding to the B2C market due to low brand recognition. Despite implementing various digital marketing strategies, the results have been suboptimal as they have not specifically leveraged virtual community marketing and smart environments. This research aims to formulate a marketing strategy using virtual communities and smart environments on the Facebook platform to increase brand recognition and marketing effectiveness for CV Tunas Abadi. This study employs a qualitative method with a SWOT analysis approach, collecting data through interviews with the operational manager and digital marketing team, as well as observation of the company's digital activities. The results indicate that Facebook is a strategic platform due to its vast user base in the productive age range in Indonesia, which aligns with the company's target market. The proposed strategy involves leveraging the company's loyal B2B customer base as the core of a new virtual community to build trust and authenticity in the B2C market. Furthermore, the use of Facebook's analytical features (smart environments) is recommended to gather consumer preference data for creating personalized and relevant product offerings. This research concludes that a focused strategy on virtual community marketing and the utilization of smart environments on Facebook can effectively address the issue of low brand recognition and support CV Tunas Abadi's successful transition into the B2C market.