Jurnal Ilmiah Ekonomika & Sains
Vol 6 No 2 (2025): November 2025 : Jurnal Ilmiah Ekonomika & Sains

Integrasi Strategi People Development dan Marketing Excellence Studi Holistik Pengelolaan Human Capital di PT. Yakult Indonesia Persada

Cantik Padmasari (Unknown)
Ilham Satya Hermawan (Unknown)
Nadya Nova Mariska (Unknown)
Makinatul Fitriyah (Unknown)
Adji Seputro (Unknown)

Article Info

Publish Date
30 Nov 2025

Abstract

This study aims to analyze the integration of People Development and Marketing Excellence strategies in human capital management at PT. Yakult Indonesia Persada. The research applied a qualitative method through observation, interviews, and focus group discussions. Findings reveal that structured HR development, comprehensive training, and personalized marketing strategies via Yakult Lady create synergy that enhances customer loyalty, employee productivity, and corporate image. However, the company faces challenges such as intense competition, shifting consumer behavior among younger generations, and the need for digital transformation. The study recommends HR digitalization, diversified digital marketing, and career development for Yakult Lady to ensure long-term competitiveness.

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Journal Info
Jurnal Ilmiah Ekonomika & Sains
Website

Abbrev

jiesa

Publisher

INSTITUT TEKNOLOGI DAN BISNIS SEMARANG

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Other

Description

Jurnal Ilmiah Ekonomika & Sains (JIESA) merupakan jurnal penelitian untuk menampung hasil penelitian bagi seluruh dosen dan civitas akademika Institut Teknologi dan Bisnis (ITB) Semarang maupun di luar Institut Teknologi dan Bisnis (ITB) Semarang, yang mencakup bidang ekonomi, bisnis, sains, dan ...