The Use of Digital Marketing and Innovation to Increase the Value of Products Produced by PT Pos Indonesia Padang Branch

syahril syahril, Yenni Del Rosa, Febriani Febriani, Henny Sjafitri, sapta eka putra

Abstract


This study aims to determine the use of digital marketing and innovation to increase product value produced by PT Pos Indonesia, Padang Branch. The increasing development of information and communication technology is driving a shift in marketing strategies from conventional to digital, requiring companies to adapt to remain competitive. The research method used was a quantitative approach with multiple line arregression analysis as the data collection technique.The sample used in this study was 97 people, with accidental sampling as the sampling technique. The results showed that the use of digital marketing significantly influenced product value at PT Pos Indonesia, Padang Branch, with a regression coefficient of 401. Likewise, innovation implemented by PT Pos Indonesia, Padang Branch, also significantly influenced product value, with a regression coefficient of 690. This was achieved through social media,the official website,and other digital platforms, increasing product value, expanding market reach, and enhancing customer interaction. Furthermore, digital marketing strategies also contribute to enhancing the company's reputation and adding value to the products and services offered. However, PT Pos Indonesia, Padang Branch, has not yet optimally utilized digital marketing and innovation. Therefore, improved digital competency and more innovative marketing strategies are needed to maximize the use of digital marketing to increase product value.

 

Keywords: digital marketing, product value, PT Pos Indonesia, marketing strategy, digital media.

Keywords


digital marketing; product value; marketing strategy

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DOI: http://dx.doi.org/10.52155/ijpsat.v57.1.8138

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