Analysis of Digital Marketing Strategies in Supporting Sales at the Logistics Service Company PT Sinar Jaya Fokus

Abstract

The development of digital technology is driving significant changes in marketing practices across service-based industries, including the logistics sector, which must adapt to shifting consumer behaviour and increasing industry competition. PT Sinar Jaya Fokus, as a logistics service provider, is expected to utilise digital marketing strategies to enhance promotional effectiveness, strengthen brand positioning, and support sales growth. This research aimed to comprehensively analyse the implementation of digital marketing strategies within the company and evaluate their contribution to improving the sales performance of PT Sinar Jaya Fokus’s logistics services. This study employed a qualitative descriptive research method, with data analysed using the STP framework (Segmenting, Targeting, Positioning), the marketing mix (Product, Price, Place, Promotion), and digital marketing analysis. The findings indicated that PT Sinar Jaya Fokus had integrated digital elements into its segmentation, targeting, and positioning processes, as well as into its marketing mix and digital marketing activities, utilising digital platforms to facilitate fast, easy interaction and communication with customers. PT Sinar Jaya Fokus made optimal, integrated use of digital marketing features, enabling digital media to effectively support the company in promoting its logistics services to customers quickly and efficiently. Additionally, the study highlighted that the consistent use of digital marketing tools enabled PT Sinar Jaya Fokus to build stronger customer engagement, gather real-time feedback, and analyse consumer behaviour more accurately. This digital approach not only enhanced promotional outcomes but also contributed to improved service quality and operational efficiency. The integration of digital marketing was therefore seen as a strategic asset that supported long-term business sustainability and strengthened the company’s competitive position in the logistics industry.