Citation:

R. Moh. Nurgiri, Harimukti Wandebori. "Proposed Marketing Strategy for Pos Indonesia: Adapting to The Digital Era and Engaging Millennials and Gen Z With Innovative Service Offerings" International Research Journal of Economics and Management Studies, Vol. 3, No. 2, pp. 69-80, 2024.

Abstract:

This study explores the strategic marketing initiatives required for Pos Indonesia to adapt to the digital era and enhance its appeal to Millennials and Gen Z. Utilizing a mixed-method approach, the research combines qualitative content and narrative analysis with quantitative data analysis through SPSS. A survey of 400 respondents reveals insights into customer perceptions and expectations of courier services, highlighting a lack of awareness and low adoption rates of the PosAja application. The Importance Performance Analysis (IPA) identifies critical service attributes such as speed, security, and customer service that require improvement. The study also examines Pos Indonesia's competitive environment, including a comparison with key competitors like J&T Express and JNE Express, through the lens of the marketing mix 4Ps. Strategic recommendations for Pos Indonesia include enhancing digital platforms, improving service quality, modernizing operations, and investing in human capital development. The research concludes that Pos Indonesia must align its services with the preferences of younger generations by offering digital-friendly and eco-conscious options, engaging in social media, and exploring innovative delivery methods. Future research should investigate the long-term impact of these strategies on customer satisfaction and market positioning.

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Keywords:

Millennials And Gen Z, Importance Performance Analysis, Marketing Mix 4Ps, Service Quality, Competitors Analysis, Market Positioning.