Peran Kompetensi Digital Dalam Mendukung Kinerja Sales Melalui Pemanfaatan Media Sosial: Studi Kasus Industri Sepeda Motor

This study examines the role of digital competence in supporting sales performance through social media utilization in the motorcycle industry, focusing on Yamaha JG Gunung Sindur Dealer. A qualitative case study approach was employed to explore how sales personnel use digital platforms in their daily activities. Data were collected through interviews with three informants: a salesperson, a sales supervisor, and a consumer. The findings indicate that social media platforms, particularly WhatsApp, Instagram, and Facebook, are utilized to promote motorcycle products, share information about prices and installment plans, attract potential customers, and maintain communication through follow-up activities. The supervisor also plays a supporting role by monitoring digital promotional activities and providing facilities for content creation. However, several challenges remain, including limited time for content production, difficulties in developing creative ideas, and inconsistent customer responses. This study highlights the importance of digital competence in supporting communication and sales activities through social media.