Digital Marketing Strategy for Competency-Based Training and Certification Institutions: A Case Study of Pustama Indonesia

Abstract

The increasingly competitive work environment demands human resources (HR) with measurable competencies that are relevant to industry needs and nationally recognized. This condition has prompted the growing role of competency-based training and certification institutions as strategic partners in HR development. However, training institutions face challenges in marketing educational services that are intangible, high-risk, and heavily dependent on prospective participants' trust. This study aims to analyze the digital marketing strategy implemented by PUSTAMA INDONESIA as a competency-based training institution and testing center accredited by the National Professional Certification Board (BNSP). The research employs a qualitative approach using a case study method. Data collection was conducted through observation of the institution's digital media, analysis of training and certification program documentation, and limited interviews with institutional managers. The findings indicate that digital marketing utilization through the official website, social media, and instant messaging applications contributes to increasing institutional visibility, strengthening professional image and credibility, and encouraging participant interest and decisions to join training and certification programs. These findings confirm that integrated digital marketing strategies play an important role in supporting the sustainability of training institutions and the development of competent and nationally certified human resources.

Keywords: digital marketing, human resource management, training and certification, competency, BNSP