The Role of the Marketing Department in Supporting the Business Support Department at PT Pegadaian Regional Office 1 Medan

Abstract

Digital marketing serves as a crucial strategy in supporting a company's business support activities by providing relevant information and data for decision-making. This study aims to analyze the role of marketing in supporting business support functions and to identify issues regarding customer engagement on Instagram for PT Pegadaian (Regional Office I, Medan). A qualitative descriptive method was employed, utilizing a field study approach conducted during a practical internship program. Data were gathered through observation, documentation, and direct involvement in the company's marketing and sales activities. The findings indicate that marketing has played a role in supporting company operations through the creation of promotional content, the management of marketing communications, and the execution of digital promotional activities. Consequently, the implementation of social media analytics and a data-driven marketing approach is necessary to enhance digital marketing effectiveness, strengthen business support functions, and support the sustainable achievement of the company's business objectives