Nurlina Zayyinah, Anggita Lestari, Nugraha Sugiarta, and Guci Derry Midaya Panca from the Indonesian University of Informatics and Business (UNIBI) examined the implementation of marketing communication strategies through personal selling for Evalube Lubricants products in Bandung throughout 2026. This research is highly crucial for the automotive lubricant industry to strengthen brand image and boost company competitiveness in the market.
In the highly competitive lubricant industry, PT Wiraswasta Gemilang Indonesia (WGI) as the producer of Evalube faces severe challenges as it ranks fifth compared to other dominant brands. To overcome this, the company relies on direct face-to-face communication to provide in-depth product education. This study employs a descriptive qualitative approach with data collection techniques including in-depth interviews, field observation, and document analysis at the Bandung branch.
The main findings of this study indicate that the personal selling strategy proved to be highly effective and successfully increased sales volume by up to 43%. The implementation of this strategy is carried out through a systematic procedure consisting of:
- Conducting prospecting and qualifying of potential customers across various stores and repair shops.
- Analyzing consumer needs through well-prepared pre-approach steps.
- Establishing initial interactions in a friendly and professional manner to build a positive impression.
- Presenting product specifications and advantages persuasively accompanied by demonstrations.
- Providing cooperative solutions to customer objections.
- Closing sales transactions and conducting post-sale follow-ups to maintain long-term loyalty.
Nevertheless, the implementation of this strategy still encounters several obstacles, such as fierce competition with dominant brands, consumer tendencies prioritizing low prices, and minimal technical understanding among customers.
The researchers from UNIBI emphasize that optimizing personal communication provides strategic insights for corporations to strengthen relationships with consumers. Companies are advised to continue providing regular training for sales staff and develop proactive customer education programs to win national market competition.
Author Profile: Nurlina Zayyinah, Anggita Lestari, Nugraha Sugiarta, and Guci Derry Midaya Panca are a team of researchers from the Indonesian University of Informatics and Business (UNIBI) with expertise in communication science, marketing management, and business strategy.
Research Source: Evalube Lubricants' Marketing Communication Strategy for Vehicle Lubricants in Building a Brand Image, International Journal of Education and Life Sciences (IJELS), Vol. 4, No. 8, August 2026, pages 1371-1378, DOI:
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