Efektivitas implementasi digital marketing pada pengguna jasa logistik studi pada PT Sudaya Logistik Indonesia

FARADILA NOVIDAYANTI, Suci Paramitasari Syahlani, M.M., Dr., Prof.

2026 | Tesis | S2 Manajemen

Perkembangan teknologi digital telah mendorong perubahan perilaku konsumen dan menjadikan digital marketing sebagai salah satu startegi utama dalam aktivitas pemasaran modern. Meskipun demikian, efektivitas implementasi digital marketing tidak dapat dinilai hanya berdasarkan peningkatan eksposur atau konversi, tetapi perlu dipahami secara lebih komprehensif melalui kontribusinya terhadap pembentukan nilai pelanggan dan kinerja perusahaan. Teori konseptual Kannan dan Li (2017) menjelaskan bahwa digital marketing merupakan suatu sistem pemasaran yang melibatkan berbagai aspek yang kemudian dipahami sebagai digital touchpoints untuk menciptakan nilai bagi pelanggan (value for customers), menghasilkan nilai pelanggan bagi perusahaan (customer value), serta berkontribusi terhadap nilai perusahaan (firm value).

Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus eksploratif. Penelitian dilakukan di PT. Sudaya Logistik Indonesia dengan tujuan untuk mengetahui implementasi digital marketing, menganalisis kontribusi akan pembentukan efektivitas kinerja pemasaran, mengidentifikasi faktor pendukung dan kendala, dan menyusun strategi pengembangan berdasarkan hasil evaluasinya. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi terhadap partisipan yang terdiri atas pihak internal perusahaan, pelanggan end-user, pelanggan bisnis (B2B), serta pihak eksternal perusahaan sebagai pengelola pengiklanan. Analisis data dilakukan menggunakan analisis tematik berbasis framework digital marketing Kannan dan Li (2017), yang mengelompokkan temuan berdasarkan aspek implementasi digital marketing, marketing outcomes, faktor pendukung, faktor kendala, serta penyusunan strategi pengembangan.Bertujuan untuk mengetahui implementasi digital marketing pada PT. Sudaya Logistik Indonesia. 

Hasil penelitian menunjukkan bahwa implementasi digital marketing di PT Sudaya Logistik Indonesia telah dilakukan melalui website, Google Ads, WhatsApp Business, Instagram, dan TikTok yang saling mendukung dalam membangun perjalanan pelanggan. Implementasi ini berkontribusi terhadap peningkatan visibilitas perusahaan, akuisisi pelanggan, pembentukan hubungan jangka panjang dengan pelanggan, serta pertumbuhan kinerja pemasaran. Efektivitas implementasi tersebut didukung oleh kesinambungan kinerja SDM, pengembangan layanan, dan konsistensi komunikasi digital, namun masih menghadapi kendala pada aspek pengukuran kinerja serta pengelolaan digital marketing. Berdasarkan hasil evaluasi, penelitian ini menghasilkan strategi pengembangan digital marketing yang meliputi optimalisasi multi-platform, penguatan SEO, pengembangan sistem pengukuran berbasis data aktual, strategi pemasaran adaptif, penguatan positioning melalui konten edukatif, serta pengembangan kapabilitas digital marketing internal.

The rapid development of digital technology has transformed consumer behavior and positioned digital marketing as one of the primary strategies in modern marketing activities. However, the effectiveness of digital marketing implementation should not be assessed solely based on increased exposure or conversion rates, but rather through its contribution to customer value creation and organizational performance. According to the conceptual framework proposed by Kannan and Li (2017), digital marketing is a marketing system comprising various digital touchpoints that create value for customers (value for customers), generate customer value for firms (customer value), and ultimately contribute to organizational performance (firm value).

This study employed a qualitative exploratory case study approach at PT. Sudaya Logistik Indonesia. The objectives of this study were to examine the implementation of digital marketing, analyze its contribution to marketing effectiveness, identify the supporting factors and challenges affecting its implementation, and formulate digital marketing development strategies based on the evaluation results. Data were collected through in-depth interviews, observations, and documentation involving internal company personnel, end-user customers, business-to-business (B2B) customers, and the company's external digital advertising partner. Data were analyzed using thematic analysis based on the digital marketing framework developed by Kannan and Li (2017), which categorizes findings into digital marketing implementation, marketing outcomes, supporting factors, implementation challenges, and strategic development recommendations.

The findings indicate that PT. Sudaya Logistik Indonesia has implemented digital marketing through its website, Google Ads, WhatsApp Business, Instagram, and TikTok, which collectively support the customer journey. The implementation has contributed to improved corporate visibility, customer acquisition, long-term customer relationships, and enhanced marketing performance. The effectiveness of digital marketing is supported by integrated human resource performance, continuous service innovation, and consistent digital communication. Nevertheless, challenges remain in performance measurement and digital marketing management. Based on the evaluation findings, this study proposes several strategic recommendations, including multi-platform optimization, Search Engine Optimization (SEO) enhancement, the development of an actual data-based marketing performance measurement system, adaptive marketing strategies based on consumer demand momentum, positioning enhancement through educational content, and the development of internal digital marketing capabilities.

Kata Kunci : Digital Marketing, Efektivitas Pemasaran, Jasa Logistik, Analisis Tematik, Strategi Pemasaran Digital, Kannan dan Li