Digital Marketing Public Relations Strategy of PT. Matahari Department Store Bengkulu in Optimizing Online Services
Keywords:
Digital Marketing, Public Relations Strategy, Online Services, Social Media Marketing, Retail IndustryAbstract
The rapid development of digital technology has significantly changed consumer behavior in shopping activities, especially in the retail industry. Companies are required to adapt by implementing digital marketing strategies to maintain competitiveness and improve service quality. This study aims to analyze the digital marketing public relations strategy implemented by PT. Matahari Department Store Bengkulu in optimizing online services. This research uses a descriptive qualitative approach. Data collection techniques include observation, interviews, and documentation. The informants in this study consist of internal informants, namely the Human Resources Department (HRD), a Sales Associate who also serves as a content creator and social media administrator, and a Customer Service Officer. In addition, two online customers were involved as external informants. The results show that PT. Matahari Department Store Bengkulu has implemented digital marketing public relations strategies through several elements, including online advertising, website marketing, search engine optimization (SEO), social media, and email marketing. Among these elements, social media, online advertising, and SEO are the most dominant strategies used to promote products and improve online services. Social media platforms such as Instagram, TikTok, and WhatsApp allow companies to reach more customers and facilitate direct interaction with them. Therefore, the implementation of digital marketing public relations strategies plays an important role in improving online services and strengthening customer relationships.
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