Hidayat, Rahmad (2025) Strategi Komunikasi Pt Pos Indonesia Dalam Mensosialisasikan Sistem Pembayaran Pada Pengguna Aplikasi Pospay (studi Deskriptif Kualitatif Pada Kantor Pos Cabang Utama Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

Currently, many people pay bills or installments through financial services. Indirectly, not only one person can carry out transactions directly, but one person can carry out many transactions, so each counter must be able to serve them effectively. Therefore, in introducing Pospay to the public, information containing education about Pospay must be disseminated so that Pospay gets attention and can also become a choice for the public. The aim of this research is to find out the strategies used to socialize the payment system to Pospay application users. The research method used is a qualitative descriptive method, namely producing descriptive data in the form of written or spoken words from people and observable behavior. The research subjects used the Purposive Sampling technique, where this technique determines the sample using certain considerations. The object of this research is PT Pos Indonesia's communication strategy in socializing the payment system to Pospay application users. This research was conducted at the Pekanbaru Main Branch Post Office, on Jalan. Jendral Sudirman No.229, Pekanbaru, 28111. This research uses primary data and secondary data. The data collection methods used were observation, interviews, literature study, and documentation. This research uses triangulation data validity techniques. The data analysis technique used is an interactive technique by means of data collection, data reduction, data display, and verification of assertions and conclusions. The results of this research show that several communication strategies have been carried out by PT. Pos Indonesia KCU Pekanbaru in socializing the payment system to Pospay application users. From the interview results, it can be seen that redundancy and information communication strategies have the greatest impact. Keywords: Strategy, Communication, Pospay, Sossialization

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