Elvira Dianita, . (2025) ANALISIS STRATEGI KOMUNIKASI PEMASARAN B-ONE CORPORATION DALAM MEMPERTAHANKAN EKSISTENSI PROGRAM PELATIHAN DAN SERTIFIKASI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Competition in the training and certification industry is becoming increasingly intense, requiring companies to implement effective marketing communication strategies to maintain their existence. This research aims to thoroughly analyze the marketing communication strategy implemented by B-One Corporation to sustain the existence of its training and certification programs. Using a qualitative research method with a case study approach, this study gathers data through in-depth interviews, observation, and documentation. The collected data is analyzed using the SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) model framework to systematically dissect the strategy. The results indicate that B-One Corporation implements a holistic, integrated, and human-centric marketing communication strategy. This strategy emphasizes building authentic emotional relationships through storytelling, participant testimonials, and the use of webinars as a soft-selling medium, rather than solely focusing on promotion. The success of this strategy is reflected in the significant growth in participant numbers and the formation of a positive public perception, positioning B-One as a credible career development partner. Despite facing obstacles such as dynamic market competition and internal coordination challenges, B-One demonstrates high adaptability through continuous evaluation and responsiveness to audience feedback. Thus, B-One's success in maintaining its existence lies in its ability to create value and build a loyal community, rather than merely reaching an audience.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411031] [Pembimbing: S. Bekti Istiyanto] [Penguji 1: Kusumajanti] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Communication Strategy, Marketing Communication, Corporate Existence, SOSTAC Model, B-One Corporation. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | ELVIRA DIANITA |
| Date Deposited: | 07 Aug 2025 04:47 |
| Last Modified: | 07 Aug 2025 04:47 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38127 |
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