Analisis Strategi Pemasaran PRODUCT247 dalam Mendukung Transformasi Digital di Instansi Pemerintah: Studi Kasus PT Dua Empat Tujuh pada Kementerian Keuangan
DOI:
https://doi.org/10.31334/v4t64x52Abstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh PT Dua Empat Tujuh dalam meningkatkan penjualan produk teknologi unggulannya, PRODUCT247, di sektor pemerintahan. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam dan dokumentasi. Hasil penelitian menunjukkan bahwa keberhasilan strategi pemasaran dipengaruhi oleh inovasi produk yang adaptif, strategi harga berbasis nilai yang fleksibel terhadap pola anggaran pemerintah, serta pendekatan pemasaran yang bersifat konsultatif. Namun, tantangan masih dihadapi dalam hal komunikasi nilai produk secara digital dan pembangunan brand awareness di lingkungan birokrasi. Oleh karena itu, penguatan komunikasi non-teknis dan strategi digital marketing menjadi langkah penting untuk memperluas penetrasi pasar sektor publik.
Kata Kunci: Strategi Pemasaran; Inovasi Produk; Harga Jual; Kapabilitas Pemasaran; Pemerintahan;
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