Communication Strategy of Indomaret Springlake Sales Crew inAttracting Customers in the Digital Era

Abstract

This study aims to identify the communication strategies used by the sales crew of Indomaret
Springlake Apartment in attracting customer attention in the digital era. The research uses a
qualitative approach with a case study method. Data collection techniques include in-depth
interviews, direct observation, documentation, and literature study. The results indicate that
sales crew implement adaptive communication strategies by combining push, pull, and pass
strategies based on field conditions. Push strategies are carried out through direct
communication such as greeting and offering products to customers. Pull strategies utilize
digital media like WhatsApp and Instagram to disseminate promotional information. Pass
strategies involve cooperation with third parties such as apartment communities. These
strategies help increase customer engagement and interest in the store. This research contributes
to understanding communication strategies in modern retail, especially in vertical housing
environments.