Pemanfaatan Digital Marketing dalam Meningkatkan Layanan Jasa Melalui Aplikasi Pospay pada PT Pos Indonesia (PERSERO) Kantor Cabang Utama (KCU) Manado

Andika Alfari; Arief Perdana Kumaat; Nisba Silvana

doi:10.61132/manuhara.v4i4.2872

Authors

Andika Alfari Politeknik Negeri Manado
Arief Perdana Kumaat Politeknik Negeri Manado
Nisba Silvana Politeknik Negeri Manado

DOI:

https://doi.org/10.61132/manuhara.v4i4.2872

Keywords:

Digital Marketing, Pospay, PT Pos Indonesia, Qualitative Research, Service Delivery

Abstract

This study aims to analyze the utilization of digital marketing via the Pospay application to enhance service delivery at PT Pos Indonesia (Persero) Manado Main Branch Office (KCU). Specifically, the study seeks to identify the digital marketing strategies implemented through the Pospay application, analyze their implementation in supporting service quality, and examine internal perceptions regarding the effectiveness of digital marketing in improving customer service. A qualitative approach utilizing a case study method was employed. The study involved six informants, comprising both employees and customers of PT Pos Indonesia (Persero) Manado KCU. Data were collected through in-depth interviews, field observations, and document analysis. Data validity was ensured through source and method triangulation. Subsequently, the data were analyzed using the interactive analysis model proposed by Miles, Huberman, and Saldana (2014), which encompasses data condensation, data display, and conclusion drawing/verification. The study aims to identify how digital marketing via Pospay supports service delivery, analyze the effectiveness of strategies in improving information dissemination and service quality, and identify obstacles encountered during implementation. The findings are expected to provide insights into the use of digital marketing via Pospay, serving as a basis for recommendations to PT Pos Indonesia (Persero) Manado KCU on optimizing digital marketing strategies to enhance service quality and customer satisfaction.

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