Analisis Strategi Pemasaran Digital (Digital Marketing) dalam Meningkatkan Daya Saing PT Pos Indonesia (Persero) Padang Melalui Layanan Pospay

Authors

  • Eko Brilliansyah Fakultas Ekonomi, Universitas Ekasakti, Padang, Indonesia
  • Salfadri Salfadri Fakultas Ekonomi, Universitas Ekasakti, Padang, Indonesia
  • Yulistia Yulistia Fakultas Ekonomi, Universitas Ekasakti, Padang, Indonesia

DOI:

https://doi.org/10.31933/emjm.v2i3.1098

Keywords:

SWOT Analysis, Competitive Advantage, Digital Marketing

Abstract

With the passage of legislation No. 38 of 2009, PT Pos Indonesia experienced quite tight competition with its competitors in all areas of services offered by PT Pos Indonesia to its customers, especially in the field of financial services. The emergence of digital-based start-ups. Meanwhile, PT Pos Indonesia, which plays the role of PPOB (Payment Point Online Bank), known as the Pospay service, has not used Digital Marketing technology. With this problem, PT Pos Indonesia issued or introduced a digital-based Pospay service system in early 2019, which was based on Fintech to increase the company's competitiveness. Therefore, This Study aims to :(1) determine the internal factors (strengths and weaknesses) of pospay: (2) Knowing the external factors (opportunities and threats) owned by Pospay: (3) Knowing Pospay's digital marketing strategy to increase the competitiveness of PT Pos Indonesia (Persero) Padang. Data processing using IFAS analysis to analyze internal factors, EFAS analysis for external factors. Once entered into the quantitative model, namely the SWOT matrix which is based on primary data from the results of research that is Field Research using a structured questionnaire directly to 88 samples. Where The results of the analysis using IFAS and EFAS and using SWOT analysis show that the recommended digital marketing strategy for PT Pos Indonesia (Persero) Padang to increase competitiveness through Pospay services is the SO Strategy.

References

Assauri Sofjan. 2014. Manajemen Pemasaran. Raja Grafindo Persada: Jakarta.

Bilung, Septinor. 2016. Analisis Swot Dalam Menentukan Strategi Pemasaran Sepeda Motor Honda Pada Cv. Semoga Jaya Di Area Muara Wahau Kabupaten Kutai Timur. eJournal Administrasi Bisnis, 2016, 4 (1): 116-127 ISSN 2355-5408.

David, Fred, R., 2017., Strategic Management Manajemen Strategi Konsep. Edisi 12. Jakarta. Salemba Empat.

Irham Fahmi, 2015. Manajemen Strategis, Bandung: CV Alfabeta,

Kotler, Philip & Gerry Amstrong. 2014 :Principle of Marketing, 15th edition. New Jersey & Pearson Pretice Hall.

Nursalsabila., 2019., Pengantar Belajar Digital Marketing. STEKOM. Semarang.

Porter, M .E., 2012. Keunggulan Besaing – Menciptakan dan Mempertahankan Kineja Unggul, Penerbit Erlangga

Sofjan Assauri., 2011. Manajemen Pemasaran Dasar Konsep dan Strategi, PT RajaGrafindo Persada, Jakarta.

Sunyoto, D., 2015., Keunggulan Bersaing. Jakarta: PT.Buku Seru.

Downloads

Published

2024-08-12

How to Cite

Brilliansyah, E., Salfadri, S., & Yulistia, Y. (2024). Analisis Strategi Pemasaran Digital (Digital Marketing) dalam Meningkatkan Daya Saing PT Pos Indonesia (Persero) Padang Melalui Layanan Pospay. Ekasakti Matua Jurnal Manajemen, 2(3), 215–223. https://doi.org/10.31933/emjm.v2i3.1098

Issue

Vol. 2 No. 3 (2024): (EMJM) Ekasakti Matua Jurnal Manajemen (Juli 2024)

Section

Articles

License

Copyright (c) 2024 Eko Brilliansyah, Salfadri Salfadri, Yulistia Yulistia

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:

  1. Hak cipta pada setiap artikel adalah milik penulis.
  2. Penulis mengakui bahwa Ekasakti Matua Jurnal Manajemen (EMJM) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International (CC BY 4.0) .
  3. Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di EMJM.

Most read articles by the same author(s)