Perancangan Media Pemasaran PT Siklus Karya Global Sebagai Sarana Untuk Meningkatkan Kepercayaan Pelanggan B2B

Muzakky, Muhammad (2025) Perancangan Media Pemasaran PT Siklus Karya Global Sebagai Sarana Untuk Meningkatkan Kepercayaan Pelanggan B2B. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk merancang media pemasaran fisik yang strategis dalam rangka mendukung transformasi PT Siklus Karya Global (Robries) dari model bisnis Business-to-Consumer (B2C) menjadi Business-to-Business (B2B). Dalam konteks pasar B2B, kepercayaan pelanggan menjadi elemen penting yang perlu dibangun melalui komunikasi visual yang kredibel, informatif, dan profesional. Berdasarkan studi literatur, penelitian ini mengidentifikasi enam indikator utama pembentuk kepercayaan dalam B2B: kredibilitas, kejelasan informasi, relevansi bisnis, konsistensi merek, bukti kinerja, serta responsivitas. Indikator ini divalidasi melalui wawancara dengan stakeholder utama dan desainer profesional, dan digunakan sebagai kerangka evaluatif dalam proses perancangan. Metode penelitian meliputi studi pustaka, audit media eksisting, serta observasi dan uji coba media kepada target pengguna. Hasil perancangan menunjukkan bahwa media fisik seperti sample kit, katalog, brosur teknis, dan studi kasus proyek mampu meningkatkan persepsi kredibilitas dan kepercayaan pelanggan melalui transparansi informasi dan representasi visual yang kuat. Meskipun media yang dirancang terbukti efektif, tantangan seperti keterbatasan pembaruan konten dan biaya material berkelanjutan menjadi pertimbangan dalam implementasi jangka panjang. Oleh karena itu, strategi media pemasaran Robries disarankan bersifat modular, adaptif, dan selaras dengan proses pengambilan keputusan pelanggan B2B.
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This research aims to design strategic physical marketing media to support the transformation of PT Siklus Karya Global (Robries) from a Business-to-Consumer (B2C) to a Business-to-Business (B2B) model. In the B2B context, customer trust is a key element that must be built through credible, informative, and professional visual communication. Based on literature review, this study identifies six core indicators of trust in B2B: credibility, clarity of information, business relevance, brand consistency, performance proof, and responsiveness. These indicators were validated through interviews with key stakeholders and professional designers and were used as an evaluative framework during the design process. The research method involved literature study, media audit, observation, and user testing of the designed media. The results indicate that physical tools such as sample kits, product catalogs, technical brochures, and project casebooks effectively enhance perceptions of credibility and trust through visual clarity and tangible representation. While the designed media proved to be effective, challenges such as content update limitations and the cost of sustainable materials remain important considerations for long-term implementation. Therefore, Robries’ marketing media strategy is recommended to be modular, adaptive, and aligned with the decision-making process in B2B customer environments.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	media pemasaran, B2B, kepercayaan pelanggan, komunikasi pemasaran B2B, citra perusahaan, marketing media, B2B, customer trust, B2B marketing communication, corporate image.
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) N Fine Arts > NE Print media
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Muhammad Muzakky
Date Deposited:	05 Aug 2025 01:53
Last Modified:	05 Aug 2025 01:53
URI:	http://repository.its.ac.id/id/eprint/127297

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