Inovasi Produk dalam Strategi Pemasaran Layanan Korporat pada PT Pos Indonesia (Persero) KCU Manado

Abstract

This study aims to identify the forms of product innovation developed by PT Pos Indonesia (Persero) KCU Manado, to analyze the application of product innovation in corporate service marketing strategy, and to examine the inhibiting factors in its implementation. The study is motivated by the intensifying competition in the logistics and courier industry in Manado, which requires PT Pos Indonesia to continuously innovate in order to retain the loyalty of its corporate customers, particularly government agencies and business partners. A descriptive qualitative approach was employed, with data collected through in-depth interviews, observation, and documentation studies involving marketing managers, marketing staff, and corporate customers. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2020), consisting of data condensation, data display, and conclusion drawing/verification. The findings indicate that product innovation is more oriented toward developing and adjusting existing services rather than creating entirely new products, as reflected in the digitalization of prospective customer management, flexible pricing, real-time shipment tracking, and dedicated facilities for corporate partners. The marketing strategy applied tends toward relationship marketing, implemented through personal selling and ongoing customer relationship maintenance. Inhibiting factors identified include internal aspects, such as limited marketing personnel and suboptimal inter-unit coordination, as well as external aspects, such as intense business competition and the archipelagic geographic conditions of North Sulawesi. The study concludes that product innovation plays an important role in supporting corporate service marketing strategy, although its implementation still faces various obstacles requiring continuous improvement.