Digital Media Marketing Strategy to Improve Data Dissemination at the Statistics Indonesia


  • Oki Heryanto Universitas Padjadjaran
  • Engkus Kuswarno Universitas Padjadjaran
  • Purwanti Hadisiwi Universitas Padjadjaran



marketing, digital media, government institude, BPS


The marketing strategy applied by non-profit organizations or government agencies is not much different from the marketing strategy of private companies, because both have products or services that need to be marketed for the benefit of consumers. One of the government institutions that requires a marketing strategy is the Central Statistics Agency (BPS) to meet the needs of data users and increase the dissemination of BPS products. The development of ICT in line with internet users in Indonesia is a promotional opportunity. This study aims to find out how the BPS digital media marketing strategy is to increase the dissemination of statistical data products. The method uses descriptive qualitative with a case study approach. Data collection is carried out by means of literature studies and observations in Central BPS, Central Jakarta, especially in the Directorate of Statistical Dissemination in the period January - September 2021. The results of research on digital marketing strategies used by BPS in increasing the dissemination of statistical data products are (1) through integrated statistics service website, (2) publishing softcopy books, (3) using QR codes, (4) launching the Allstats application, (5) infographics, (6) launching the Virtual Statistical Corner. The sales of printed books have decreased because they have been replaced by the ease of getting data online.


Download data is not yet available.


Atiko, G., Sudrajat, R. H., & Nasionalita, K. (2016). Gita Atiko, Ratih Hasanah Sudrajat, Kharisma Nasionalita Prodi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom. Jurnal Sosioteknologi, 15(3), 378–389.

BPS. (2018). Pedoman Pembuatan Publikasi.

BPS. (2020). Analisis Hasil Survei Kebutuhan Data 2020. BPS RI.

BPS. (2021). Tentang Profil BPS.

Bungin, B. (2017). Metodologi Penelitian Kualitatif. Rajawali Pers.

Chakti, A. G. (2019). The Book Of Digital Marketing. Celebes Media Perkasa.

Choirullisa, C., & Chaerowati, D. L. (2018). Strategi Promosi Event PT Kereta Api Indonesia ( Persero ) online dengan menggunakan aplikasi KAI ACCESS yang sudah tersedia oleh PT Kereta Kereta Api Indonesia ( Persero ) menyesuaikan produknya mengikuti kebutuhan STATION event yang dilaksanakan dibeber. Prosiding Manajemen Komunikasi, 4(4), 882–888.

Datareportal. (2021). Digital 2021: Indonesia.

de Matos, N., Correia, M. B., Saura, J. R., Reyes-Menendez, A., & Baptista, N. (2020). Marketing in the public sector-benefits and barriers: A bibliometric study from 1931 to 2020. Social Sciences, 9(10).

Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60(February 2020), 102501.

Durmaz, Y., & Efendioglu, I. H. (2016). Travel from Traditional Marketing to Digital Marketing. International Journal of Emerging Research in Management and Technology, 16(2), 173.

Firmansyah, D. (2015). Modul Amazing Slide Minimax: Infografis & Slide Delivery. Kreasi Prestasi.

Focardi, R., Luccio, F. L., & Wahsheh, H. A. M. (2019). Usable Security for QR Code. Journal of Information Security and Applications, 48, 102369.

KataData. (2020). Jumlah Pengguna Internet di Indonesia Capai 196,7 Juta.

Krum, R. (2014). Cool Infographics: Effective Communication with Data Visualization and Design (Vol. 1). John Wiley & Sons, Inc.

Madill, J. J. (1998). Marketing in government. The Journal of Public Sector Management, 28(4), 9–18.

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285–293.

Prihatsanti, U., Suryanto, S., & Hendriani, W. (2018). Menggunakan Studi Kasus sebagai Metode Ilmiah dalam Psikologi. Buletin Psikologi, 26(2), 126.

Rivai, M., Fauzi, A., Karina, B., & Sembiring, F. (2021). Promotion Mix Strategy on Customer Saving Decision at PT Bank X Medan Imam Bonjol Branch. 8(February), 389–398.

Riyanti, R. (2015). Efektivitas Infografis Media Online (Survey Pemberitaan Tempo.Co Pada Mahasiswa Perguruan Tinggi Swasta Kopertis Wilayah III). Bina Widya, 26 No.1(Maret).

Singh, M. (2012). Marketing Mix of 4P’S for Competitive Advantage. IOSR Journal of Business and Management, 3(6), 40–45.

Sugiyono. (2018). Metode Penelitian Kombinasi. Penerbit Alfabeta. (2017). WhatsApp Luncurkan Fitur Status, Begini Cara Mengaktifkannya.

Thabit, T. H., & Raewf, M. B. (2018). The Evaluation of Marketing Mix Elements: A Case Study. International Journal of Social Sciences & Educational Studies, 4(4), 100–109.

Vinerean, S. (2017). Content Marketing Strategy. Definition, Objectives and Tactics. Expert Journal of Marketing, 5(2), 92–98.

Widuri, N. R. (2014). Pemasaran Jasa Informasi Perpustakaan. Tamaddun, 14(1), 111–128.



How to Cite

Heryanto, O. ., Kuswarno, E., & Hadisiwi, P. . (2022). Digital Media Marketing Strategy to Improve Data Dissemination at the Statistics Indonesia. LITERATUS, 4(1), 1–12.
Abstract viewed = 419 times