Hernandez, Dylan (2025) Komunikasi Pemasaran PT. DXN Pekanbaru pada Media Sosial Facebook. Other thesis, Universitas Islam Riau.

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Abstract

The rapid transformation in the field of information technology has shifted traditional marketing methods toward digital platforms. PT DXN Pekanbaru, a business entity specializing in herbal supplements, leverages Facebook as a medium for consumer interaction while strengthening its corporate image. This study aims to examine the implementation of marketing communication strategies on Facebook and assess their impact on consumer responses. Using a descriptive qualitative approach, the research collects data from the Marketing Manager, logistics staff, and customers through interviews, observations, and documentation techniques. Based on the analysis of the Marketing Mix theory, the findings reveal that the company successfully integrates brand messaging through interactive health education delivered via Facebook Live features and organic content. The results demonstrate that this strategy effectively moves audiences from mere awareness to becoming active buyers.

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