Keamanan sebagai Layanan: Mengubah Paradigma Pengamanan Objek Vital Melalui Pendekatan Marketing

Abstract

The purpose of this study was to explore the factors that influence the decisions of owners and managers of vital, national, and obster facilities to request security from the Indonesian National Police (Polri) through extensive marketing efforts. This research method used a review article, where primary and secondary data were obtained from books, journal articles, and online sources. The results indicate that extensive marketing activities aimed at owners and managers of vital, national, and obster facilities, in order to stimulate regulatory, education, transparency of state revenues, potential disruptions, and technological infrastructure services, will impact their knowledge, awareness, perception, and trust in the Indonesian National Police (Polri), thus shaping their compliance behavior regarding the importance of security requests. This research recommends that the Indonesian National Police (Polri) increasingly develop a culture of service, transparency, and improved modern infrastructure.

Keywords: marketing, demand, stimulus, organism, response