Electronic Theses and Dissertation

Industri jasa kurir menunjukkan persaingan yang ketat dalam mengendalikan pangsa pasar mereka. PT. Pos Indonesia mengalami permasalahan dalam menghadapi kompetitor jasa kurir yaitu kurangnya kesadaran konsumen dalam menggunakan jasa dari perusahaan itu sendiri. Hal ini disebabkan konsumen lebih mengenal PT. Pos Indonesia bukan sebagai perusahaan pengiriman barang melainkan perusahaan layanan finansial dan pengiriman dokumen. Maka dari itu, tujuan dari penelitian ini yakni untuk mengetahui alternatif strategi pemasaran yang dapat diterapkan perusahaan dalam mengembangkan merek dan memperkuat posisi pasar. Dengan demikian dilakukan Analisis SWOT yang bertujuan untuk menunjukkan posisi perusahaan dengan mengidentifikasi kekuatan dan kelemahan internalnya serta peluang dan ancaman eksternal perusahaan. Dari hasil kuadran SWOT, perusahaan dapat menetapkan prioritas strategi yang sesuai posisi perusahaan menggunakan marketing public relation (MPR) melalui Three Ways Strategy, yaitu push strategy, pull strategy dan pass strategy. Alternatif strategi yang dihasilkan berdasarkan diagram positioning SWOT menunjukkan posisi perusahaan berada pada kuadran I sehingga alternatif strategi yang dikembangkan adalah strategi SO (Strenght – Opportunity) yaitu mendukung pertumbuhan UMKM Aceh, mempromosikan layanan pengiriman domestik dan internasional, serta memaksimalkan layanan pengiriman pada e-commerce. Dari strategi SO (Strenght – Opportunity) dihubungkan dengan three ways strategy menghasilkan rekomendasi strategi yaitu pada push strategy, dapat dilakukan peningkatan layanan pengiriman dengan penawaran harga kompetitif. Pada pull strategy, dapat dilakukan peningkatan kesadaran merek dengan promosi khusus. Pada pass strategy, dilakukan penyediaan paket layanan khusus untuk e-commerce
Kata kunci: Pemasaran, Jasa Kurir, SWOT, Marketing Public Relation, PT. Pos Indonesia, Brand Awareness

The courier service industry shows tight competition in controlling their market share. PT. Pos Indonesia experiences problems in facing courier service competitors, namely the lack of consumer awareness in using the services of the company itself. This is because consumers are more familiar with PT. Pos Indonesia not as a shipping company but as a financial services and document delivery company. Therefore, the purpose of this study is to determine alternative marketing strategies that can be applied by the company in developing brands and strengthening market positions. Thus, a SWOT Analysis was conducted which aims to show the company's position by identifying its internal strengths and weaknesses as well as the company's external opportunities and threats. From the results of the SWOT quadrant, the company can set strategic priorities that are in accordance with the company's position using marketing public relations (MPR) through the Three Ways Strategy, namely A push strategy (Pushing), A pull strategy (Attracting) and A pass strategy (Influencing). Alternative strategies generated based on the SWOT positioning diagram show that the company's position is in quadrant I so that the alternative strategy developed is the SO (Strength - Opportunity) strategy, namely supporting the growth of Aceh's UMKM, promoting domestic and international delivery services, and maximizing delivery services on e commerce.From the SO (Strength - Opportunity) strategy connected with the three ways strategy, it produces strategic recommendations, namely the push strategy, approaching UMKM with pick-up services and loyalty programs. In the pull strategy, collaboration with influencer marketing can be carried out to promote delivery services and provide discounts or cashback on the customer's first delivery. In the pass strategy, Pos Secure Shipping is provided which integrates automatic shipping insurance and Pos Track Connect which includes a real-time tracking system directly on the e-commerce platform. Keywords: Marekting, Courier Service, SWOT, Marketing Public Relation, PT. Pos Indonesia, Brand Awareness