Putri, Aliya Najiha (2025) THE ROLE OF EVENT MANAGER & DATA EXECUTIVE IN INCREASING THE DRIVE OF AWARENESS AND SALES OF SOBAT SAMBAT PRO (A PREMIUM COUNSELING SERVICE) PROVIDED BY PERKUMPULAN KELUARGA BERENCANA INDONESIA (PKBI) CENTRAL JAVA. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

This study explores strategic efforts to increase awareness and sales of Sobat
Sambat Pro, a premium counseling service offered by Perkumpulan Keluarga
Berencana Indonesia (PKBI) Central Java. The communication program aimed to
achieve both increased awareness and service uptake through the campaign theme
#ASpaceWhereYouthBelong, employing an Integrated Marketing Communication
(IMC) approach. This strategy incorporated content marketing, public relations,
sales promotions, event marketing, and digital advertising. As, events were
intended to drive direct sales through interpersonal engagement, while advertising
was focused on boosting online traffic and awareness via social media
The program successfully met its objectives, with the most effective marketing
tools of voucher sales promotion and content marketing with advertising,
achieving both the targeted sales and increased awareness for Sobat Sambat Pro.
These results underscore the value of integrating data-driven digital strategies
with interpersonal engagement to drive measurable impact in the mental health
sector.
The implications of this study emphasize The Importance of data-driven
advertising with interpersonal engagement, this research contributes to a broader
understanding of how IMC strategies can be effectively utilized to promote
counseling services..
Keywords: Capstone Project, Integrated Marketing Communication, Sobat
Sambat Pro, Counseling, Youth-Friendly
93 Ilmu Komunikasi 2025

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