EVALUASI AKTIVITAS KOMUNIKASI PEMASARAN MELALUI IMPLEMENTASI B2B (BUSINESS-TO-BUSINESS) PADA BISNIS PROPERTI (Studi Kasus pada Karyawan Divisi Marketing dan Komunikasi PT. PP Properti Tbk. Begawan Malang)

This study aims to evaluate marketing communication activities through the implementation of Business-to-Business (B2B) strategies in the property sector, using a case study on the Marketing and Communication Division of PT. PP Properti Tbk. Begawan Malang. In the property industry, effective marketing communication strategies are crucial for building strong relationships with business partners and clients. However, in practice, the B2B strategies implemented by Begawan Apartment face various challenges, including a lack of internal skills within the marketing team and external barriers from business partners.
This research employs a qualitative method with an evaluative case study approach. Data collection was conducted through in-depth interviews and documentation involving subjects directly engaged in the company's marketing strategies. The data analysis was carried out using the SOSTAC model to evaluate the effectiveness of the marketing communication strategies.
The results show that the B2B marketing communication activities at Begawan Apartment have not been running optimally. The main obstacles include the marketing team’s limited ability to formulate effective communication strategies and the complexity of regulations and bureaucracy from partners such as banks. Moreover, the suboptimal use of marketing media has reduced the effectiveness of message delivery.
This study provides insights into the challenges of implementing B2B marketing communication strategies in the property sector and offers recommendations for improvement, including enhancing the marketing team's competencies, optimizing digital marketing strategies, and strengthening relationships with business partners through more strategic and targeted communication.