Implementation of 'My Suzuki' Digital Marketing at Suzuki Samekarindo Indah Samarinda 4W Dealership Based on PICA, AIDA, and 'Buzz vs. Impact' Metric Methods
Keywords:
My Suzuki, digital marketing, Instagram marketing, digital ads, AIDA model, PICA method, Buzz vs ImpactAbstract
This study evaluates the effectiveness of promoting the ‘My Suzuki’ application through Instagram and digital advertising at Suzuki Samekarindo Indah Samarinda 4W using the PICA method, the AIDA model, and the Buzz vs Impact metric. The results show significant increases in awareness, engagement, link clicks, and application registrations, reaching 882 users by September 2025. AIDA-based content, digital ads, and WhatsApp Broadcast strongly contributed to user conversion. The campaign falls into the high buzz – high impact category, indicating that the content generated both strong attention and real impact. Integrating digital marketing strategies proved effective in the automotive industry.
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