Update Artikelilmiah: 54626

DIAS RORO NINGRUM

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Penelitian ini dilatarbelakangi oleh rendahnya tingkat adopsi layanan Pos Aja milik PT. Pos Indonesia di tengah ketatnya persaingan industri logistik dan rendahnya brand awareness dibandingkan dengan kompetitor lainnya, sehingga pada Kantor Cabang Utama Pos Purwokerto diperlukan strategi komunikasi pemasaran yang efektif melalui pemanfaatan fitur Shopee live UMKM pada akun @Griyaraolshop. Penelitian ini bertujuan untuk mengetahui dan menganilisis strategi komunikasi pemasaran layanan Pos Aja yang diterapkan Kantor Cabang Utama Pos Purwokerto melalui media live streaming Shopee UMKM tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan metode studi kasus, dengan teknik pengumpulan data berupa wawancara semi terstruktur, observasi, dan dokumentasi, serta penentuan informan melalui purposive sampling terhadap manajer Penjualan Ritel dan Kemitraan serta pengguna layanan Pos Indonesia. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan, dengan validitas data diperkuat melalui triangulasi sumber dan metode, serta dianalisis menggunakan teori Difusi Inovasi dari Everett M. Rogers. Hasil penelitian menunjukkan bahwa Shopee live tidak hanya digunakan untuk mempromosikan produk UMKM, tetapi juga menjadi media komunikasi pemasaran dan edukasi dalam memperkenalkan layanan Pos Aja kepada masyarakat. Informasi Pos Aja disampaikan bersamaan dengan promosi produk UMKM melalui penjelasan mengenai layanan pengiriman serta interaksi langsung antara host dan audiens. Karakteristik komunikasi dalam kegiatan Shopee live bersift interaktif, dua arah, informatif, dan persuasif, yang terlihat dari aanya tanya jawab melalui kolom komentar serta penyampaian informasi mengenai transaksi, pembayaran, dan pengiriman. Pemanfaatan Shopee live mendukung proses penerimaan layanan Pos Aja yang berlangsung melalui lima tahap Diffusion of Innovations, yaitu knowledge, persuasion, decision, implementation, dan confirmation.Proses tersebut menunjukkan bahwa Shopee live dapat menjadi saluran difusi inovasi dalam memperkenalkan layanan digital kepada masyarakat, meskipun penerimaan layanan tetap dipengaruhi oleh kebutuhan masyarakat, meskipun penerimaan layanan tetap dipengaruhi oleh kebutuhan dan kesiapan pengguna dalam menggunakan layanan berbasis digital.

Abtrak (Bhs. Inggris)

This research is motivated by the low adoption rate of Pos Aja services owned by PT. Pos Indonesia in the midst of fierce competition in the logistics industry and low brand awareness compared to other competitors, so that at the Main Branch Office of Pos Purwokerto, an effective marketing communication strategy is needed through the use of the Shopee live MSME feature on @Griyaraolshop accounts. This research aims to find out and analyze the marketing communication strategy of Pos Aja services implemented by the Main Branch Office of Pos Purwokerto through the Shopee MSME live streaming media. This study uses a qualitative approach with a constructivist paradigm and case study method, with data collection techniques in the form of semi-structured interviews, observation, and documentation, as well as the determination of informants through purposive sampling of Retail Sales and Partnership managers and Pos Indonesia service users. Data analysis was carried out through data reduction, data presentation, and conclusion drawn, with data validity strengthened through triangulation of sources and methods, and analyzed using the theory of Innovation Diffusion from Everett M. Rogers. Research findings indicate that Shopee Live is used not only to promote MSME products but also serves as a medium for marketing communication and education to introduce the Pos Aja service to the public. Information regarding Pos Aja is conveyed alongside MSME product promotions through explanations of shipping services and direct interaction between the host and the audience. The communication characteristics of Shopee Live sessions are interactive, two-way, informative, and persuasive, evidenced by Q&A sessions in the comments section and the provision of information regarding transactions, payments, and shipping. The use of Shopee Live supports the adoption process of the Pos Aja service, which unfolds through the five stages of the Diffusion of Innovations theory: knowledge, persuasion, decision, implementation, and confirmation. This process demonstrates that Shopee Live can function as a channel for the diffusion of innovation in introducing digital services to the public, although service adoption remains influenced by user needs and readiness regarding digital-based services.
Keywords: marketing communication strategy, Shopee live UMKM, Pos Aja, innovation diffusion.

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