STRATEGI COMMUNITY MARKETING DEALER MOTOR YAMAHA DALAM MEMPERTAHANKAN LOYALITAS (Studi Pada Sales Marketing Yamaha DDS Bali)

Marketing activities within a company encompass various performance aspects, one of which is community marketing. Community marketing plays a crucial role in marketing products to a wider audience. As time goes by, communities can become a powerful medium for marketing strategies. Marketing through communities is a strategy that actively engages customers without being pushy. With current technological advancements, competition in the two-wheeled vehicle business is increasingly fierce, which can lead to changes in consumer loyalty.
This study aims to determine the community marketing strategy implemented by Yamaha DDS Bali motorcycle dealers to maintain loyalty. This research employed a positivist paradigm, qualitative methods, and a descriptive research style. Using a purposive sampling technique, three research subjects were collected. Data were obtained from interviews and documentation. Data analysis techniques included data collection, data reduction, data presentation, and conclusion drawing, as well as data triangulation.
The results indicate that the implementation of the community marketing strategy implemented by Yamaha DDS Bali has a substantial and significant impact on strengthening consumer loyalty. These findings confirm that a community-based marketing approach is not simply a social activity but an effective strategic instrument for securing customer loyalty in the automotive market. Through a scheme of providing material and non-material support, such as providing sponsorships for various community activities, the company has succeeded in creating positive reciprocity that encourages community members to maintain intensive interactions and community with management. This symbiotic relationship ultimately creates a strong emotional attachment and brand loyalty, where consumers feel not only as buyers, but also as an internal part of the Yamaha DDS Bali business ecosystem.