STRATEGI KOMUNIKASI PEMASARAN SHOPEE DALAM MENARIK MINAT BELI PELANGGAN

Usviyana, Hana (2022) STRATEGI KOMUNIKASI PEMASARAN SHOPEE DALAM MENARIK MINAT BELI PELANGGAN. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Dalam sebuah pemasaran suatu produk, baik barang maupun jasa tidak terlepas dari adanya suatu komunikasi antara pemasar dan konsumen. Tidak hanya lewat mulut ke mulut, komunikasi bisa dilakukan secara online. Semakin berkembangnya internet semakin berkembang pula fitur-fitur yang memudahkan masyarkat untuk memenuhi kebutuhan hidup bagian darinya aplikasi e-commerce Shopee. Bagian dari e-commerce terbesar di Indonesia yang mampu menarik minat beli pelanggan dengan strategi komunikais pemasarannya. Tujuan penelitian ini yaitu untuk mengetahui strategi promosi yang diterapkan oleh Shopee dan mengetahui strategi promosi apa pada Shopee yang benar-benar mampu menarik minat beli pelanggan. Metode penelitian menggunakan pendekatan fenomenologi dengan jenis penelitian deskriptif. Data dikumpulkan dengan melakukan observasi, wawancara, dan dokumentasi kepada 8 informan. Sampel ditentukan dengan menggunakan teknik purposive sampling. Analisis data menggunakan reduksi data, penyajian data, dan verifikasi data. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan Shopee untuk menarik minat beli pelanggan yaitu dengan mengadakan promosi penjualan dan banyak fitur yang menarik seperti geratis ongkir, cashback dan voucher, Shopee koin dan Shopee Pay, layanan C.O.D. (Cash On Demand) dan Shopee Game. Sedangkan kelemahannya terletak pada program geratis ongkir yang banyak syarat dan harus teliti membacanya. In a product marketing, both goods and services cannot be separated from the communication between marketers and consumers. Not only word of mouth, communication can be done online. With the development of the internet, there are also features that make it easier for people to fulfill their daily needs, one of which is the Shopee e-commerce application. One of the largest e-commerce in Indonesia that is able to attract customers' buying interest with its marketing communication strategy. T he purpose of this research is to find out the promotional strategies implemented by Shopee and to find out what promotional strategies at Shopee are really able to attract customers' buying interest. The research method uses a phenomenological approach with a descriptive type of research. Data was collected by conducting observations, interviews, and documentation to 8 informants. The sample was determined using purposive sampling technique. Data analysis uses data reduction, data presentation, and data verification. The results showed that the marketing communication strategy used by Shopee to attract customers' buying interest was by holding sales promotions and various interesting features such as free shipping, cashback and vouchers, Shopee coins and Shopee Pay, C.O.D. (Cash On Demand) and Game Shopee. While the weakness lies in the free shipping program which has many conditions and must be read carefully.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Komunikasi Pemasaran, Shopee, Promosi
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Hana Usviyana
Date Deposited: 05 Jan 2023 03:43
Last Modified: 05 Jan 2023 03:44
URI: http://eprints.uniska-bjm.ac.id/id/eprint/13900

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