Marketing Communication Strategy Based on Online Media to Improve Company Performance in Business-to-Business System.

Purba, Cyintia Angelina Miracle and Ir. Edi Dwi Cahyono,, M.Sc., Ph.D. and Dian Islami Prasetyaningrum,, S.S., M.Pd. (2024) Marketing Communication Strategy Based on Online Media to Improve Company Performance in Business-to-Business System. Magister thesis, Universitas Brawijaya.

Abstract

Online media is an important communication channel for business, most are unaware of the best ways to engage and connect their audience through social media communication (Dolan et al., 2017). Business to Business is a marketing system carried out from one company to another company, Business to Business is a company activity that sells goods and services businesses that face well-trained and knowledgeable professional buyers, skilled in assessing competing offers (Audita, 2014). This research aims to know how companies carry out marketing communications with clients and potential clients, the company's performance in using online media such as Instagram, LinkedIn, Email and WhatsApp, marketing communication strategy based on online media can influence company performance. Research objective in this research are (1) Identify and describe the communication process carried out by the company in Business-to-Business system with client and potential client (2) Identify and describe the company's performance based on online media in Business-to-Business system (3) Evaluate current marketing communication strategy that can influence company performance in Business-to-Business system. This research used an analysis model from Miles and Huberman and used Method Triangulation and Source Triangulation. Companies that implement the Business-to-Business system, the sales and marketing division has the responsibility to communicate directly, starting from sending promotional messages to selling the products, which is carried out personally by members of the sales and marketing division. The existence of online media makes it easier for companies with a Business-to-Business system to market their products and services, so that the five marketing communication strategies implemented can run smoothly and have an impact on improving company performance. The results obtained through all marketing communication strategies carried out by PT. Citiasia International both advertising, social media, personal selling, sales promotion and direct sales can be seen from increasing sales turnover, influencing client purchasing decisions, increasing the company's business volume. Overall the marketing communication strategy carried out by PT. Citiasia International is running well, that can be seen company's performance in 2023 can improve compared to 2024. Agriculture companies that implement a Business-to- Business system with large sales of agricultural products and target clients who also buy in large quantities require the same marketing communication strategies as other non-agricultural companies. Therefore, in approaching clients and potential clients, agricultural companies must be able to adopt strategies carried out by other Business-to-Business system companies.

Item Type:	Thesis (Magister)
Identification Number:	042405
Divisions:	S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian
Depositing User:	Unnamed user with username nova
Date Deposited:	15 Oct 2024 02:03
Last Modified:	15 Oct 2024 02:03
URI:	http://repository.ub.ac.id/id/eprint/227543

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