MARKETING COMMUNICATIONS STRATEGY AND BRAND SUSTAINABILITY OF TOYOTA ASTRA MOTOR INDONESIA

Mahasiswa Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

MARKETING COMMUNICATIONS STRATEGY AND BRAND SUSTAINABILITY OF TOYOTA ASTRA MOTOR INDONESIA

By: Ivan Riza Belgrade

Strategies applied to build brand and customer loyalty have an influence on a company’s
financial position. Toyota Astra Motor Indonesia, one of Japanese automotive companies
running in Indonesia, maintains its brand sustainability in Indonesia by applying a
communications strategy through collectivist culture approach. This strategy is implemented by
displaying advertisements that attract the attention of Indonesian people and offer to fulfil their
needs, for example, by featuring the themes of family, friendship, art and culture as well as the
need to congregate. This strategy is implemented on a face-to-face basis by establishing more
outlets in outlying regions or via media by issuing advertisements on mass media and digital
media with the involvement of influencers. This is aimed to maintain Toyota’s brand
sustainability.