Pengembangan Strategi Pemasaran Program Pelatihan ‘Siap Karier Coaching’ Menggunakan Pendekatan Bauran Pemasaran 7P

Abstract

Siap Karier Coaching is one of training services at Rumah Siap Kerja, in the form of an online career consultation program through mobile app. After 10 months of being launched, SKC faced difficulties in reaching participants and sales volume was still low. Therefore it is needed to adjust the products and services offered in enhancing participant interest using 7P’s marketing mix. The study aims to identify target participant’s level of interest in SKC, identify marketing strategies have been carried out by SKC, Analyze the marketing mix attributes of SKC, and formulate development strategies for SKC to reach participants through the marketing mix approach. This research used descriptive analysis, 7P’s marketing mix, and Importance Performance Analysis (IPA). This research resulted in 32 attributes of SKC’s 7P’s marketing mix and five attributes as the main priority, including trusted brand image, product pages on the website, affordable prices, promotion through adsense on social media, and promoting through creating social media content