Analysis of the Effectiveness of Marketing Strategies in Construction Equipment Rental
DOI:
https://doi.org/10.47747/icbem.v2i2.2667Abstract
The construction equipment rental industry plays an important role in supporting the efficiency of construction projects, especially for companies that do not have the financial capacity to purchase their own heavy equipment. This study aims to analyze the effectiveness of marketing strategies in the construction equipment rental business using a qualitative approach through a case study of a construction equipment rental company. Data were collected through in-depth interviews, observations, and document analysis related to the marketing strategies implemented. The results of the study indicate that the effectiveness of marketing strategies is influenced by five main factors, namely product availability and quality, competitive pricing strategies, utilization of digital marketing , service quality, and the implementation of sustainability trends. Optimal marketing strategies in these five aspects can increase competitiveness and customer loyalty. However, this study has limitations in the scope of the case study, a subjective qualitative approach, and market dynamics that can change over time. Therefore, further research with a quantitative approach and wider coverage is needed to confirm these findings.
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