STRATEGI KOMUNIKASI PEMASARAN PT POS INDONESIA DALAM MENINGKATKAN JASA PENGIRIMAN PAKET DAN DOKUMEN(STUDI KASUS KANTOR POS MEULABOH). (Indonesian)

This research is motivated by competition in shipping services in the Meulaboh area where each company provides attractive services. This study aims to identify and explain the marketing communication strategy carried out at the Meulaboh 23600 office to improve package and document delivery services in the midst of intense competition. The research method used in this study used qualitative methods using data observation and in-depth interviews. Informants in the study these are three employees at the post office meulaboh 23600 selected by using purposive sampling. Personal Selling), Public Relations and Publicity (Public Relations and Publicity), Direct Marketing (Direct Marketing), Marketing Through the Internet (Internet Marketing). Advertising (Advertising) is done using social media, and brochures. Sales promotions are carried out by inviting stores to join the shop oranger and through sweepstakes. Personal Selling (Personal Selling) is done with prospects or direct visits. Public Relations and Publicity carried out through a lottery and the distribution of free takjil during the fasting month. Direct marketing is done through visits and social media. Marketing through the Internet (Internet Marketing) is done using social media such as Instagram, WhatsApp and websites [ABSTRACT FROM AUTHOR]

Penelitian ini dilatarbelakangi persaingan jasa pengiriman di daerah Meulaboh dimana masing masing perusahaan memberikan pelayanan yang menarik. Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana strategi komunikasi pemasaran yang dilakukan di Kantor Meulaboh 23600 untuk meningkatkan jasa pengiriman paket dan dokumen di tengah persaingan yang ketat. Metode penelitian yang digunakan dalam penelitian ini menggunakan metode kualitatif dengan menggunakan data observasi dan wawancara mendalam. Informan dalam penelitian ini adalah tiga pegawai di kantor pos meulaboh 23600 dipilih dengan menggunakan Purposive Sampling. Hasil penelitian menemukan bahwa strategi komunikasi pemasaran yang dilakukan di Kantor Pos Meulaboh 23600 adalah marketing mix communication, yaitu Periklanan (Advertising), Promosi penjualan (Sales Promotion), Penjualan personal (Personal Selling), Humas dan Publisitas (Public Relation and Publicity), Pemasaran Langsung (Direct Marketing), Pemasaran Melalui Internet (Internet Marketing). Periklanan (Advertising) yang dilakukan menggunakan media sosial, dan brosur. Promosi penjualan (Sales promotion) dilakukan dengan mengajak toko dan melalui undian. Penjualan Personal (Personal Selling) dilakukan dengan prospek atau kunjungan langsung. Humas dan Publisitas (Public Relation and Publicity) yang dilakukan melalui undian serta pembagian takjil gratis di bulan puasa. Pemasaran Langsung (Direct Marketing) dilakukan dengan kunjungan dan media sosial. Pemasaran melalui Internet (Internet Marketing) dilakukan menggunakan media sosial seperti instagram, whatsapp dan website. [ABSTRACT FROM AUTHOR]

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