Skripsi

ANALISIS STRATEGI DIGITAL MARKETING PT PERTAMINA PATRA NIAGA REGIONAL SUMBAGSEL UNTUK MENINGKATKAN AWARENESS APLIKASI MYPERTAMINA

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Penelitian ini bertujuan untuk menganalisis strategi digital marketing yang diterapkan oleh PT Pertamina Patra Niaga Regional Sumbagsel dalam meningkatkan awareness aplikasi MyPertamina. Latar belakang penelitian didasari oleh perkembangan teknologi digital dan meningkatnya penetrasi internet di Indonesia yang mendorong perusahaan beralih ke media digital, khususnya Instagram. Metode yang digunakan adalah observasi selama kegiatan magang dan analisis deskriptif terhadap konten Instagram @pertaminasumbagsel. Hasil analisis menunjukkan bahwa strategi yang dijalankan mencakup pemanfaatan media sosial, search engine optimization (SEO), copywriting, influencer marketing, mobile marketing, serta partnership. Strategi tersebut berperan dalam memperluas jangkauan promosi, memperkuat citra merek, dan meningkatkan keterlibatan audiens. Namun, masih ditemukan kendala seperti inkonsistensi konten dan rendahnya pemanfaatan aplikasi dibandingkan jumlah pengguna potensial. Oleh karena itu, diperlukan konsistensi dan inovasi konten agar strategi digital marketing dapat lebih optimal dalam mendukung awareness MyPertamina. Kata kunci: Digital Marketing, Strategi, Media Sosial, MyPertamina, AwarenessThis study aims to analyze the digital marketing strategies implemented by PT Pertamina Patra Niaga Regional Sumbagsel to increase awareness of the MyPertamina application. The background of this research is the rapid development of digital technology and the growing internet penetration in Indonesia, which encourage companies to adopt digital platforms, particularly Instagram. The method used was observation during the author’s internship and descriptive analysis of Instagram content from @pertaminasumbagsel. The analysis shows that the strategies applied include the use of social media, search engine optimization (SEO), copywriting, influencer marketing, mobile marketing, and partnerships. These strategies contribute to expanding promotional reach, strengthening brand image, and increasing audience engagement. Nevertheless, challenges such as content inconsistency and the relatively low adoption of the application compared to potential users were identified. Therefore, maintaining consistency and developing innovative content are important to optimize digital marketing strategies in supporting MyPertamina’s awareness. Keywords: Digital Marketing, Strategy, Social Media, MyPertamina, Awareness

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Detail Information

Series Title

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Call Number

T1904322025

Publisher

Indralaya : Prodi Diploma III Kesekretariatan, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xvi, 42 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.872 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Digital Marketing
Prodi Diploma III Kesekretariatan

Specific Detail Info

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Statement of Responsibility

KA

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