Kania Resty Maylika, . (2026) ANALISIS STRATEGI KOMUNIKASI PEMASARAN PADA PT REFORMA BINA POTENSIA TERHADAP BRAND AWARENESS DALAM MODEL SOSTAC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the marketing communication strategy implemented by PT Reforma Bina Potensia in enhancing brand awareness using the SOSTAC strategic planning model (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control). This research employs a descriptive qualitative approach to obtain an in-depth understanding of the processes of planning, implementation, and control of the company’s marketing communication strategy. Data were collected through in-depth interviews, observation, and documentation. The informants were selected using a purposive sampling technique, namely individuals who are directly involved in the marketing communication activities of PT Reforma Bina Potensia. Data analysis was conducted through data reduction, data display, and conclusion drawing, using open coding techniques to identify patterns and themes relevant to the research focus. The results indicate that PT Reforma Bina Potensia has implemented a marketing communication strategy based on the stages of the SOSTAC model, particularly through the use of digital media, direct communication with clients, and the delivery of informative and educational content to build brand awareness in the professional B2B services market. However, the findings also reveal that the control and evaluation aspects of the strategy still need to be strengthened through the establishment of more specific and measurable brand awareness indicators. This study is expected to provide practical contributions for companies as well as theoretical contributions to the development of marketing communication strategy studies based on the SOSTAC model.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910411275] [Pembimbing: Uljanatunnisa] [Penguji 1: Puri Bestari Mardani] [Penguji 2: Chairun Nisa Zempi] |
| Uncontrolled Keywords: | Marketing Communication Strategy, Brand Awareness, SOSTAC |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor 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: | KANIA RESTY MAYLIKA |
| Date Deposited: | 09 Apr 2026 03:17 |
| Last Modified: | 10 Apr 2026 03:12 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42835 |
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