Implementasi Marketing Public Relations PT Gojek Dalam Penggunaan Aplikasi Gopay Bagi Customer

Muhammad Fajri Aditiansyah, Rialdo Rezeky MLT, Radja Erland Hamzah

Abstract


Fenomena pemakaian digital dalam kehidupan  manusia di  Revolusi  Industri 4.0 semakin meningkat tajam, salah satunya terciptanya aplikasi financial technology Gopay yang merupakan milik perusahaan PT. Gojek. Perusahaan transportasi online ini menciptakan aplikasi GoPay sebagai alat pembayaran konsumen untuk berbagai kebutuhan. Keberhasilan aplikasi GoPay hingga dapat diterima masyarakat luas dikarenakan adanya peran marketing public relations. Berdasarkan uraian tersebut, maka penelitian ini bertujuan untuk Marketing Public Relations PT Gojek dalam mengimplementasikan Penggunaan Aplikasi Gopay Bagi Customer. Penelitian ini menggunakan teori marketing public relations dan konsep PENCIL untuk mengulas Marketing Public Relations PT Gojek dalam mengimplementasikan penggunaan aplikasi Gopay. Paradigma penelitian ini menggunakan konstruktivisme, jenis penelitian deskriptif, dan metode studi kasus dengan teknik pengumpulan data yang digunakan berupa wawancara, observasi, studi kepustakaan dan dokumentasi. Hasil penelitian dan kesimpulan menunjukkan bahwa alasan marketing public relations mempromosikan aplikasi GoPay dikarenakan masyarakat saat ini ingin melakukan segala aktivitas secara praktis dan simple seperti aktivitas untuk pembayaran apa pun tanpa biaya yang besar. Kemudian, konsep PENCIL (publications, events, news, community involvement, inform, social responsibility, lobyying) telah diterapkan dengan baik oleh humas PT Gojek didalam penggunaan aplikasi GoPay.


Keywords


Hubungan Masyarakat; Marketing Public Relations; Aplikasi GoPay; Pencil

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References


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DOI: https://doi.org/10.32509/petanda.v5i2.3272

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