Implementation Of Marketing Communication Strategy To Overcome Business Reputation Challenges: A Case Study On PPM Management
Keywords:
Marketing communication strategies, business reputation, social media, PPM Manajemen
Abstract
This study aims to analyze the implementation of marketing communication strategies carried out by PPM Manajemen to overcome business reputation resistance in the digital and globalization era. This study uses a qualitative approach with descriptive methods, utilizing in-depth interviews, direct observation, and document analysis as data collection techniques. The unit of analysis in this study involves marketing managers, marketing supervisors, and social media specialists who have strategic roles in marketing communications. The results of the study indicate that the adaptive use of digital technology and social media can increase the effectiveness of marketing communications and improve business reputations that have been negatively impacted. The implications of this study emphasize the importance of social media-based data analysis, consistent communication implementation, and strengthening crisis communication protocols to maintain the company's reputation and increase audience engagement.
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Amiruddin & Asikin, Z. (2006). Pengantar Metode Penelitian Hukum. Jakarta: PT Raja Grafindo Persada.
Ardiyansyah, A., Fahrizal, F., & Solida, A. (2022). Komunikasi Pemasaran Terpadu UMKM Area Wisata Tugu Keris Siginjai di Era New Normal. Ekonomis: Journal of Economics and Business, 6(1), 328-332.
Argenti, P. A. (2015). Corporate Communication. McGraw-Hill Education.
Baker, M. J. (2014). Marketing Strategy and Management (5th ed.). Palgrave Macmillan.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & management studies: an international journal, 6(1), 128-148.
Bryman, A. (2012). Social Research Methods (4th ed.). Oxford University Press.
Clark, P., Wilson, R., & Lee, J. (2022). Social media communication errors and their impact on brand reputation. Journal of Marketing Communications, 28(1), 15-32.
Cornelissen, J. (2017). Corporate Communication: A Guide to Theory and Practice. Sage Publications.
Creswell, J. W. (2013). Qualitative Inquiry & Research Design: Choosing Among Five Approaches (3rd ed.). SAGE Publications.
Doe, J., & Smith, A. (2021). Challenges in marketing communication: Adapting to digital transformation. Marketing Science, 40(3), 456-472.
Ekiyor, A., & Altan, F. (2020). Marketing communication and promotion in health services. Promotion and Marketing Communications, 2, 173.
Ghauri, P. N., Wang, F., & Elg, U. (2014). Market driving strategies: Beyond localization. Journal of Business Research, 67(10), 2043-2050.
Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
Johnson, L., Brown, M., & Jones, S. (2019). Digital transformation and global business communication: An exploratory study. Journal of Global Marketing, 32(4), 318-335.
Kotler, P., & Armstrong, G. (2012). Dasar-Dasar Pemasaran (Vol. Jilid Pertama). (A. Sindoro, & M. Benyamin, Eds.) Jakarta: Prenhalindo.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Vol. Jilid Pertama). Jakarta: PT Indeks.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Marentek, M., Supit, V., & Mandey, N. (2020). Komunikasi Pemasaran.
Miller, H., & Davis, B. (2021). Real-time data analytics and its role in modern marketing communication. Journal of Marketing Analytics, 9(2), 134-147.
Mulyana, D. (2010). Suatu Pengantar: Ilmu Komunikasi. Bandung: Remaja Rosdakarya.
Musyaffa, F. D., & Ahmadi, D. (2023). Strategi Komunikasi PT. G dalam Menangani Isu Negatif di Media Sosial. Jurnal Riset Public Relations, 109-116.
Ngai, E.W.T., Moon, K.K., Lam, S.S., Chin, E.S., & Tao, S.S. (2022). Marketing strategy and its impact on business success. Journal of Business Research, 130, 123-134.
Purwaningsih, E., Suhaeri, S., & Ariyanti, E. R. N. (2020). Branding produk UMKM Kampung Wisata Bisnis Tegal Waru melalui reputasi merek dan basis informasi teknologi. Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 5(1), 60-69.
Raturahmi, L., SY, R. U. D., & Meisani, S. (2021). Strategi Komunikasi PT. Pos Indonesia Dalam Meningkatkan Reputasi Perusahaan. Jurnal Digital Media dan Relationship, 3(1), 30-42.
Roberts, T., & Thompson, E. (2020). The strategic use of data in marketing communication. International Journal of Digital Marketing, 14(3), 202-217.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing, 39(2), 541-565.
Smith, J., & Taylor, K. (2020). The impact of globalization on marketing communication strategies. Journal of International Business Studies, 51(2), 224-241.
Sofjan, A. (2013). Manajemen Pemasaran. Jakarta: Rajawali Pers.
Stewart, D. W., & Kamins, M. A. (1993). Secondary Research: Information Sources and Methods. SAGE Publications.
Susilo, A. C. M., Subagyo, S., & Purnomo, H. (2023). PENGARUH KOMUNIKASI PEMASARAN DAN PELAYANAN JASA PENGIRIMAN PAKET TERHADAP REPUTASI PERUSAHAAN MELALUI KEPUASAN KONSUMEN. SIMPOSIUM NASIONAL MANAJEMEN DAN BISNIS (SIMANIS) dan Call for Paper, 2, 300-311.
Suwarso, W. A. (2020). Strategi Komunikasi Pemasaran Sosial oleh Organisasi Non Profit. Ekspresi Dan Persepsi: Jurnal Ilmu Komunikasi, 3(1), 1-11.
Widiastuty, E. (2023). Peran Mediasi Reputasi Perusahaan Pada Pengaruh Struktur Tatakelola Terhadap Kinerja Bisnis Perusahaan. Jurnal Aplikasi Akuntansi, 7(2), 433-448.
Published
2025-04-11
How to Cite
Nabilla Rahmadhanni Firdaus, & Albari. (2025). Implementation Of Marketing Communication Strategy To Overcome Business Reputation Challenges: A Case Study On PPM Management. International Journal of Economics, Business and Innovation Research, 4(03), 75-90. https://doi.org/10.63922/ijebir.v4i03.1705
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