Rumaropen, Levina Marthina (2025) Evaluasi Penerapan Social Relationship Marketing Pada Media Sosial Untuk Mengetahui Kepuasan Pelanggan Menggunakan Mixed Method Pada PT. Pos Indonesia Jakarta Timur. Masters thesis, Institut Teknologi Sepuluh November.
![[thumbnail of 6032212027-Master_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
6032212027-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (2MB) | Request a copy |
Abstract
Transformasi digital menuntut perusahaan jasa seperti PT Pos Indonesia Jakarta Timur untuk mengoptimalkan strategi komunikasi dan pelayanan melalui media sosial. Social Relationship Marketing (Social Relationship Marketing (SRM)) menjadi pendekatan penting dalam membangun interaksi yang lebih dekat dengan pelanggan, serta mengetahui kepuasan dan kepuasan terhadap layanan digital seperti PosAja dan PosPay. Facebook dan Instagram dipilih sebagai fokus evaluasi karena keduanya merupakan platform utama yang digunakan perusahaan dalam menjangkau masyarakat.
Penelitian ini menggunakan pendekatan metode campuran (mixed method), yaitu kombinasi metode kuantitatif dan kualitatif. Data kuantitatif diperoleh melalui survei terhadap 200 responden pengguna layanan PT Pos Indonesia Jakarta Timur di wilayah Jakarta Timur, dan dianalisis menggunakan statistik deskriptif serta korelasi Pearson. Data kualitatif dikumpulkan melalui wawancara mendalam dan observasi partisipatif, untuk menggali persepsi dan pengalaman pelanggan terhadap layanan Social Relationship Marketing (SRM) digital di media sosial.
Hasil penelitian menunjukkan adanya korelasi positif antara frekuensi penggunaan layanan dengan tingkat kepuasan pelanggan (r = 0,65; p < 0,01). Facebook dinilai lebih memuaskan secara umum, sementara Instagram lebih unggul dalam menangani keluhan dan membangun keterlibatan emosional. PT Pos Indonesia Jakarta Timur disarankan untuk mengembangkan strategi Social Relationship Marketing (SRM) yang terintegrasi dan adaptif berdasarkan karakteristik unik masing-masing platform guna meningkatkan loyalitas dan kepuasan pelanggan secara berkelanjutan.
Kata Kunci : Social Relationship Marketing (SRM), Media Sosial, Minat Pelanggan, PT Pos Indonesia Jakarta Timur, Metode Campuran
============================================================
The digital transformation era demands service companies like PT Pos Indonesia Jakarta Timur to optimize their communication and service strategies through social media. Social Relationship Marketing (Social Relationship Marketing (SRM)) has become a crucial approach to fostering stronger interactions with customers and enhancing their interest and satisfaction with digital services such as PosAja and PosPay. Facebook and Instagram were selected as the focus of this evaluation due to their role as the company’s main platforms for engaging with the public.
This study employs a mixed method approach, combining quantitative and qualitative methodologies. Quantitative data were collected through surveys involving 200 respondents who are users of PT Pos Indonesia Jakarta Timur's services in East Jakarta, and analyzed using descriptive statistics and Pearson correlation. Qualitative data were gathered through in-depth interviews and participant observation to explore customer perceptions and experiences with Social Relationship Marketing (SRM) implementation on social media platforms.
The findings reveal a positive correlation between the frequency of service usage and customer satisfaction (r = 0.65; p < 0.01). Facebook yielded higher general satisfaction scores, while Instagram proved more effective in handling complaints and fostering emotional engagement. It is recommended that PT Pos Indonesia Jakarta Timur develop an integrated and adaptive Social Relationship Marketing (SRM) strategy tailored to the distinct characteristics of each platform to enhance customer loyalty and sustained interest.
Keywords : Social Relationship Marketing (SRM), Social Media, Customer Interest, PT Pos Indonesia Jakarta Timur, Mixed Method
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Social Relationship Marketing (SRM), Media Sosial, Minat Pelanggan, PT Pos Indonesia Jakarta Timur, Metode Campuran |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Information Technology |
| Depositing User: | Tesis Levina Marthina Rumaropen |
| Date Deposited: | 04 Aug 2025 11:48 |
| Last Modified: | 04 Aug 2025 12:46 |
| URI: | http://repository.its.ac.id/id/eprint/125159 |
Actions (login required)
 |
View Item |