Account Manager's Marketing Strategy for Purchase Decisions at PT. Holiday Rentals in Yogyakarta (Yogyakarta)

Muhammad Naufal Amir; Albari Albari

doi:10.55927/ijbae.v4i6.473

Authors

Muhammad Naufal Amir Universitas Islam Indonesia
Albari Albari Universitas Islam Indonesia

DOI:

https://doi.org/10.55927/ijbae.v4i6.473

Keywords:

Marketing Strategy, Account Manager, Purchasing Decisions, B2B Marketing, PT. Telkom Witel Yogyakarta

Abstract

This study aims to analyze the marketing strategies implemented by Account Managers and their influence on customer purchase decisions at PT Telkom Witel Yogyakarta. Using a descriptive qualitative method with in-depth interviews, observations, and documentation, this study examines the role of Account Managers in the context of B2B marketing. The results show that marketing strategies include market preference analysis, product planning, pricing, distribution, and integrated promotion, while the Account Manager's consultative approach successfully increases trust, strengthens purchasing decisions, and drives customer loyalty. The research concludes that the effectiveness of marketing strategies is determined by understanding customer needs, cross-division coordination, and the Account Manager's interpersonal abilities. The next research is suggested to include digital marketing variables, e-WOM, and technology-based CRM for a more comprehensive analysis in the digital era.

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