Marketing Strategy Through Social Media as a Promotional Tool for Shipping and Agency Services at PT XYZ
DOI:
https://doi.org/10.30587/innovation.v7i2.12092Keywords:
Marketing Strategy, Social Media, Digital marketingAbstract
This study aims to analyze the marketing strategies implemented by PT XYZ. The development of digital technology requires service companies, including the shipping sector, to adapt to digital-based marketing strategies to increase competitiveness and expand market reach. This study uses a qualitative approach with a descriptive research type. Data collection techniques were carried out through in-depth interviews, observation, and documentation of the company's marketing activities. The research subjects included SM marketing, marketing or operational staff, and management involved in the formulation of promotional strategies. The results show that PT XYZ still relies on conventional marketing methods that focus on maintaining long-standing customers within the same company group and has not optimized the use of social media as a promotional tool. Digital marketing activities have not been carried out systematically, and limited human resources in the marketing unit are one of the main obstacles in the implementation of digital marketing. These conditions have resulted in opportunities for market expansion and increasing brand awareness not being optimally utilized. This study recommends that PT XYZ develop an integrated digital marketing strategy through social media with informative and consistent content, and increase the capacity of the marketing team to support promotional effectiveness and strengthen the company's competitive position in the shipping services industry..
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