ANALISIS STRATEGI MARKETING TERHADAP MINAT KONSUMEN DALAM PENGGUNAAN JASA KEUANGAN POSPAY PADA PT POS INDONESIA (PERSERO) REGIONAL I SUMATERA

Mutia Sari Dewi; Nuri Aslami

doi:10.55047/transekonomika.v2i4.148

Mutia Sari Dewi* Program Studi Manajemen, Universitas Islam Negeri Sumatera Utara
Nuri Aslami Program Studi Manajemen, Universitas Islam Negeri Sumatera Utara

DOI: https://doi.org/10.55047/transekonomika.v2i4.148

Keywords: Marketing Strategy, Consumer Interest, Pospay, Pos Indonesia

Abstract

In determining the marketing strategy, we must be able to determine which consumers we can serve and meet their needs well and the company's way to convey their value to these consumers. This study aims to find out what marketing strategies are carried out by PT Pos Indonesia (Persero) Regional I Sumatra on consumer interest in using Pospay financial services. This research model uses an approach with observation and interview methods and involves 2 people. The results of this study are by providing information about products to the public, promotional activities through events, and also sponsorships, encouraging people to use pospay by introducing pospay services, the convenience provided by PT. Pos Indonesia to the public to use Pospay services, optimizing efforts in expanding the marketing target of Pospay products as well as another service of PT Pos Indonesia.

Downloads

Download data is not yet available.

References

Ariza, R. A., & Aslami, N. (2021). Analisis Strategi Pemasaran Usaha Mikro Kecil dan Menengah (UMKM) pada Era Digital di Kota Medan. VISA: Journal of Vision and Ideas, 1(2), 188–194.

Claessens, S. (2003). Benefits and costs on integrated financial services provision in developing countries. Brookings-Wharton Papers on Financial Services, 2003(1), 85–139.

Dalimunthe, M. H., & Aslami, N. (2021). Perencanaan dan Strategi Pemasaran Asuransi. VISA: Journal of Vision and Ideas, 1(1), 54–67.

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126.

Graham, G. (2019). Teori-teori Etika. Nusamedia.

Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson/Prentice Hall.

Kotler, Philip & Amstrong, G. (2016). Principles of marketing (11 ed.). New York: Pearson International.

Nasution, S. A., & Aslami, N. (2022). Analisa Peningkatan Minat terhadap Produk Asuransi Syariah. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(2), 254–262.

Nurfitriani, A., & Suhartini, T. (2018). Strategi Marketing Public Relations Pt. Pos Indonesia. J-IKA, 5(1), 66–70.

Saleh, H. M. Y., & Miah Said, S. E. (2019). Konsep dan Strategi Pemasaran: Marketing Concepts and Strategies (Vol. 1). SAH MEDIA.

Suciyati, V. (2013). The influence of marketing public relation and service quality on corporate image through public opinion: studies at mandiri bank. Etikonomi, 12(2).

Sukardi. (2003). Metodologi Peneltian Pendidikan: Kompetensi dan Praktisnya. Bumi Aksara.

Winer, R. S. (2009). New communications approaches in marketing: Issues and research directions. Journal of Interactive Marketing, 23(2), 108–117.