Abstrak
This study was designed to examine how PT Pos Indonesia utilizes the Pospay application to improve customer satisfaction. The research background arose from the transformation of digital services, which has driven organizations to create technological breakthroughs to adapt to consumer expectations and needs. The approach applied in this study was qualitative with a descriptive style, while data collection was conducted through interviews, field observations, and document reviews, involving employees and customers as the primary sources of information. The results indicate that the Pospay usage strategy has provided convenience, speed, and practicality in the transaction process, thus contributing positively to customer satisfaction. However, several obstacles were still encountered, such as system disruptions and limited user understanding of how to operate the application. Therefore, it can be concluded that the Pospay usage strategy has been running quite well, but needs to be further enhanced through system improvements and ongoing outreach to achieve optimal customer satisfaction. Keywords: Usage Strategy, Pospay, Customer Satisfaction.