Optimalisasi Peran Media Sosial dan Marketplace dalam Pengembangan Kemitraan Retail PT Pos Indonesia

Irkham Ardian  Zakki Efendi; Sugeng  Purwanto

doi:10.55338/jpkmn.v7i1.7852

Authors

Irkham Ardian Zakki Efendi, Universitas Pembangunan Nasional " Veteran " Jawa Timur, Indonesia
Sugeng Purwanto, Universitas Pembangunan Nasional “ Veteran ” Jawa Timur, Indonesia

DOI:

https://doi.org/10.55338/jpkmn.v7i1.7852

Keywords:

Media Sosial, Marketplace, Kemitraan Retail, Pemasaran Digital, PT Pos Indonesia

Abstract

Kegiatan pengabdian masyarakat ini dilakukan di Divisi Retail PT Pos Indonesia Regional V Surabaya. Tujuannya adalah untuk meningkatkan peran media sosial dan pasar dalam mendukung pengembangan kemitraan retail dan meningkatkan literasi digital UMKM. Metode yang digunakan dalam kegiatan pengabdian masyarakat ini mencakup pengawasan digital marketing, analisis aktivitas perusahaan di media sosial, dan pengumpulan data dari berbagai kantor cabang utama (KCU) yang terletak di Jawa Timur, Bali, dan Nusa Tenggara. Hasil kegiatan menunjukkan 1.922 seller baru yang berhasil didata dan mulai bermitra menggunakan layanan digital seperti PosAja! dan PosPay, serta peningkatan jumlah seller aktif sebesar 14,72%. Menurut analisis media sosial, tingkat keterlibatan publik akan turun rata-rata sebesar 76% dari Juli hingga Oktober 2025. Hal ini disebabkan oleh penurunan frekuensi unggahan dan kurangnya integrasi strategi konten antarwilayah. Namun, cabang seperti Malang dan Surabaya masih dapat berinteraksi dengan baik melalui kerja sama konten dan promosi tematik. Hasil kegiatan pengabdian masyarakat ini menunjukkan bahwa menggunakan pendekatan komunikasi digital yang terintegrasi dapat memperluas jaringan kemitraan retail, meningkatkan efisiensi promosi, dan memperkuat posisi PT Pos Indonesia sebagai perusahaan multinasional yang siap untuk mengikuti perkembangan era digital.

Downloads

Download data is not yet available.

References

Aditya, M. O., Erwina, W., & Priyatna, C. C. (2023). Reputation in the age of disruption: A case study of PT Pos Indonesia. PRofesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat, 7(2), 197. https://doi.org/10.24198/prh.v7i2.42450

Arsya Elan Bramantya, & M.E. Fuady. (2023). Strategi Public Relations PT. Pos Indonesia (Persero) dalam Mempertahankan Reputasi di Era Digital. Bandung Conference Series: Public Relations, 3(1), 373–378. https://doi.org/10.29313/bcspr.v3i1.7134

Article, O. (2024). 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, 3(2), 69–80. https://doi.org/10.56472/25835238/irjems-v3i2p110

Bebasari, N., Parulian, & Daspar. (2025). Ilomata International Journal of Social Science. Ilomata International Journal of Social Science, 6(1), 376–389.

Brahma, A., & Dutta, R. (2020). Role of Social Media and E-Commerce for Business Entrepreneurship. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 3307, 01–18. https://doi.org/10.32628/cseit206559

Dr. Huma Maryam, Dr. V Shanthi. (2023). Unlocking Customer Engagement Through Strategic Content Marketing. Tuijin Jishu/Journal of Propulsion Technology, 44(3), 4488–4498. https://doi.org/10.52783/tjjpt.v44.i3.2456

Fitriani, N., Setiawan, D., Aryani, Y. A., & Arifin, T. (2023). Does social media affect performance in e-commerce business? The role of customer management. Journal of Open Innovation: Technology, Market, and Complexity, 9(4), 100171. https://doi.org/10.1016/j.joitmc.2023.100171

Hadinata, S. (2023). Pemanfaatan Digital Marketing dalam Perkembangan UMKM di Era Teknologi Digital. Interkoneksi: Journal of Computer Science and Digital Business, 1(1), 36–44.

Izakova, N., Kapustina, L., Makovkina, E., & Elkina, K. (2021). Digital Marketing Communications for Sustainable Company Development. Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021), 195(Ift), 163–167. https://doi.org/10.2991/aebmr.k.211118.030

Lesa, N. C., Pasaribu, M., Yosepha, N., Jannati, N., Rochma, P. I. N., & Christian, I. (2024). Pendampingan Digital Marketing dan Branding UMKM Achiera Bouquet. Jurnal Penelitian Dan Pengabdian Masyarakat, 2(4), 492–503. https://doi.org/10.61231/jp2m.v2i4.303

Mahadi, L. A., & Wandebori, H. (2024). Analysis of Service Quality PT Pos Indonesia to Improve Market Share. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(2), 2085–2094. https://doi.org/10.37676/ekombis.v12i2.5384

Maulana, A. (2025). Strategi dan Tantangan Transformasi Bisnis Tradisional. 4(1), 92–99.

Mostaghel, R., Oghazi, P., Parida, V., & Sohrabpour, V. (2022). Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends. Journal of Business Research, 146(May 2021), 134–145. https://doi.org/10.1016/j.jbusres.2022.03.072

Prabowo, D. A., Tariazela, C., & Birgithri, A. (2024). An Examination of the Impact of Using Marketplaces to Promote the Growth of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Startupreneur Business Digital (SABDA Journal), 3(1), 26–33. https://doi.org/10.33050/sabda.v3i1.483

Raharja, R. M., Irawan, M. A. Y., Fitri, A., Aisyah, A., & Khairunnisah, N. A. (2024). Innovative Marketing Strategies in Human Resource Management: Improving Organizational and Marketing Performance in the Digital Era. JIHAD : Jurnal Ilmu Hukum Dan Administrasi, 6(1), 8–14. https://doi.org/10.58258/jihad.v6i1.6587

Supriadi, A. (2024). Customer Engagement in the Digital Age. Management Studies and Business Journal (PRODUCTIVITY), 1(2), 163–170. https://doi.org/10.62207/fsaazw60

Verma, A., Dewangan, S. K., & Agrawal, R. (2025). Social Media Marketing and Customer Loyalty. Mind and Society, 13(04), 89–95. https://doi.org/10.56011/mind-mri-134-202412

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1).

Wirianda, C. (2025). Digital Marketing Strategies to Increase Online Business Sales through Social Media. East Asian Journal of Multidisciplinary Research, 4(1), 209–218. https://doi.org/10.55927/eajmr.v4i1.13277