KAMARIEL, ANDI TENRITTA NAURA (2025) ANALISIS STRATEGI POSITIONING PT SUCOFINDO. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
PT Sucofindo, as a State-Owned Enterprise (BUMN) in the Testing, Inspection, and Certification (TIC) sector, faces significant challenges in building public awareness and understanding of its services. This research aims to analyze the positioning strategy implemented by PT Sucofindo through the social media platform Instagram to enhance public awareness. Utilizing a qualitative descriptive approach, with data collection techniques including interviews and documentation, and grounded in Aaker & Shansby's positioning theory and social media marketing theory, the research findings indicate that PT Sucofindo successfully implements six types of positioning strategies. These strategies include positioning by attribute by highlighting the expertise of human resources and service processes; by price/quality by emphasizing high quality without explicit price mention; by use or application by showcasing case studies of service utilization, particularly by Micro, Small, and Medium Enterprises (MSMEs); by product user through content tailored to audience profiles such as business actors, students, and IT communities; by product class by asserting its identity as a BUMN contributing to national agendas; and by competitor by using competitors like SGS and Intertek as benchmarks for the ATM (Observe, Adapt, Modify) strategy. The emphasis of these strategies is realized through educational content, visualization of expert personnel, storytelling based on social projects, and strengthening its identity as a strategic BUMN. Instagram serves as a crucial medium for reaching a wider audience and affirming the superiority of Sucofindo's services, and this research is expected to provide both theoretical and practical contributions to the development of digital communication strategies for service companies in the social media era.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | PT Sucofindo, sebagai Badan Usaha Milik Negara (BUMN) di bidang Testing, Inspection, and Certification (TIC), menghadapi tantangan signifikan dalam membangun kesadaran dan pemahaman masyarakat terhadap layanan yang ditawarkannya. Penelitian ini bertujuan menganalisis strategi positioning yang diterapkan PT Sucofindo melalui media sosial Instagram untuk meningkatkan awareness publik. Dengan menggunakan pendekatan kualitatif deskriptif, teknik pengumpulan data berupa wawancara dan dokumentasi, serta berlandaskan teori positioning Aaker & Shansby dan teori social media marketing, hasil penelitian menunjukkan bahwa PT Sucofindo berhasil menerapkan enam jenis strategi positioning. Strategi-strategi ini mencakup positioning by attribute dengan menonjolkan keahlian sumber daya manusia dan proses layanan; by price/quality yang menonjolkan kualitas tinggi tanpa menyinggung harga eksplisit; by use or application dengan menampilkan studi kasus penggunaan layanan, terutama oleh pelaku UMKM; by product user melalui penyesuaian konten sesuai profil audiens seperti pelaku usaha, mahasiswa, dan komunitas IT; by product class dengan menonjolkan identitas sebagai BUMN yang berkontribusi pada agenda nasional; dan by competitor dengan menjadikan pesaing seperti SGS dan Intertek sebagai acuan strategi ATM (Amati, Tiru, Modifikasi). Penekanan strategi ini diwujudkan melalui konten edukatif, visualisasi tenaga ahli, storytelling berbasis proyek sosial, serta penguatan identitas sebagai BUMN strategis. Instagram berfungsi sebagai media krusial untuk menjangkau audiens yang lebih luas dan menegaskan keunggulan layanan Sucofindo, di mana penelitian ini diharapkan dapat memberikan kontribusi teoritis dan praktis dalam pengembangan strategi komunikasi digital perusahaan jasa di era media sosial. | ||||||
| Uncontrolled Keywords: | Positioning Strategy, Instagram, Social Media Marketing, PT Sucofindo, TIC. Strategi Positioning, Instagram, Social Media Marketing, PT Sucofindo, TIC | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Andi Tenritta Naura Kamariel | ||||||
| Date Deposited: | 08 Sep 2025 03:47 | ||||||
| Last Modified: | 08 Sep 2025 03:47 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53647 |
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