ABSTRACT : The use of smartphone continuous to increase as the reach of internet is getting wider and affect customer behavior which wants something instant and fast. Responding to this, PT Pos Indonesia one of the SOEs engage in courier services created an application and website called Qposin on March 1st, 2020 and got 118,644 downloaders but still did not met company’s target which is 1M within a year. On August 17th, 2021, it change the name with PosAja to make it easier to get positioning on customer’s mind and improve the features, but the annual target of downloader was only reached 25.69%. Therefore, PosAja needs to develop marketing strategy to increase brand awareness and attract new potential users to use PosAja. This study aims to analyse external analysis using PESTLE, Porter Five’s Forces, competitor analysis,and consumer analysis by distribute questionnaires and processed by using SPSS software with Structural Equation Model to measure the correlation between variables. While the internal analysis using RBV analysis, VRIO, Marketing Mix 7P and STP analysis, both analysis will be used for SWOT analysis. The SWOT analysis will be formulated into TOWS Matrix to find alternatives marketing strategies to increase brand awareness and intention to use PosAja.

KEYWORDS– Pos Aja, Marketing Strategy, Brand Awareness, Intention to Use, Application-based delivery.