OPTIMALISASI STRATEGI MARKETING PUBLIC RELATIONS JNE CABANG TULUNGAGUNG DALAM MENINGKATKAN CUSTOMER ENGAGEMENT DAN LOYALITAS JANGKA PANJANG

Increasingly fierce competition in the courier service industry and the development of digital technology encourage companies to prioritize not only service quality but also building strong and sustainable relationships with customers. This study aims to determine the Marketing Public Relations (MPR) strategy implemented by JNE Tulungagung Branch in increasing customer engagement and long-term customer loyalty, and examine efforts to optimize this strategy to make it more effective. This study uses a qualitative approach with a constructivist paradigm. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles and Huberman interactive analysis model which includes the stages of data reduction, data presentation, and drawing and verifying conclusions. The results show that JNE Tulungagung Branch implements Marketing Public Relations strategies through push strategies, pull strategies, and pass strategies. The push strategy is carried out through direct communication, customer maintenance, customer visits, and the use of WhatsApp and Telegram. The pull strategy is implemented through Instagram as a medium for information, promotion, and education, while the pass strategy is realized through involvement in community activities, collaboration with MSMEs, and social activities. The implementation of these three strategies can increase customer engagement through ongoing communication and customer involvement, which then contributes to the formation of customer loyalty through repeated service usage, increased trust, and long-term relationships with the company. Optimization of the strategy is carried out through strengthening two-way communication, improving service quality, utilizing digital technology, regular evaluations, and a personalized approach to customers. However, customer engagement through digital media still needs to be improved for the Marketing Public Relations strategy to run more optimally.