Strategi Komunikasi Pemasaran Pada Perusahaan Pialang Berjangka (PT. Equityworld Futures Semarang)

Abstract

Commodity futures trading is a high-risk investment instrument that offers substantial profit opportunities. In Indonesia, this market remains relatively new and faces challenges such as low public financial literacy and the proliferation of fraudulent investment schemes that damage the image of legitimate brokerage firms. This study aims to understand the marketing communication strategies employed by the futures brokerage company PT. Equityworld Futures Semarang in the midst of a competitive environment and negative public perception toward the futures trading industry. The research uses a qualitative approach with data collection techniques including observation, in-depth interviews, and documentation from internal company sources. The findings reveal that PT. Equityworld Futures Semarang relies on a personal selling strategy based on educational approaches, information transparency, and the reinforcement of its legal status through official certification from Bappebti and the Jakarta Futures Exchange (BBJ). This strategy is supported by the implementation of the seven elements of the marketing mix (7P): product, price, promotion, place, people, process, and physical evidence. Consumer trust is built through a comprehensive understanding of futures trading mechanisms, consistent achievement of annual targets, and personalized, persuasive services. This research is expected to contribute to the development of effective marketing communication strategies for other futures brokerage firms in Indonesia and serve as an academic reference in the field of business communication and financial services marketing.