PENERAPAN KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE SHOWROOM MOBIL BEKAS (Studi Kasus Pada UD. Pribadi Sejahtera Mobil Gresik)

The Indonesian automotive industry experiences rapid growth but faces intense competition, particularly for local showrooms like UD. Pribadi Sejahtera in Gresik. This study aims to describe the application of marketing communication strategies in building brand image at the used car showroom. The research method employs a qualitative approach with a case study design. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles and Huberman interactive model. The results indicate that UD. Pribadi Sejahtera builds brand image through four main elements: brand identity focusing on quality and trust, communication messages educating consumers about risks and transparency, hybrid communication channels consisting of social media and word of mouth, and target audiences adjusted to vehicle needs and gender characteristics. The effective application of marketing communication successfully creates a positive perception, enhances consumer trust, and builds customer loyalty amidst the dynamic used car market competition.