Opini Mahasiswa Uniska MAB Banjarmasin Terhadap Promosi Aplikasi Shopee

Ilhamsyah, Muhammad Febry (2023) Opini Mahasiswa Uniska MAB Banjarmasin Terhadap Promosi Aplikasi Shopee. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Tujuan dari penelitian dilakukan untuk mengetahui bagaimana promosi aplikasi Shopee, bagaimana opini dari Mahasiswa Uniska MAB terhadap promosi aplikasi Shopee, dan promosi Shopee apa yang paling menarik menurut Mahasiswa. Metode penelitian pada penelitian ini menggunakan pendekatan Kualitatif dengan jenis penelitian Deskriptif Kualitatif. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan dokumentasi kepada 6 Mahasiswa Uniska MAB dari Fakultas FISIP dan FTI. Kemudian data diolah dan dianalisis dengan beberapa tahapan, yaitu pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukan bahwa Shopee menerapkan bauran promosi meliputi periklanan, promosi penjualan, penjualan personal, hubungan masyarakat, dan pemasaran langsung. Opini dari Mahasiswa Uniska MAB terhadap promosi aplikasi Shopee memiliki respon yang positif, yang mana promosi Shopee sangat menarik perhatian mahasiswa dan selalu dinantikan. Promosi Shopee yang paling menarik menurut Mahasiswa adalah “Voucher Gratis ongkir”. Karena promosi tersebut menjadi alasan Mahasiswa tertarik untuk berbelanja menggunakan aplikasi Shopee, dan juga menjadikan mereka lebih hemat. The purpose of this study is to find out how the promotion in Shopee application, what is the opinion of Uniska MAB students againts Shopee application promotion and what Shopee promotions are the most attractive according to students. The research method in this study uses a qualitative approach with a descriptive qualitative type of research. The data collection techniques used are observation, interview, and documentation to 6 Uniska MAB students from the Faculty of FISIP and FTI. Then the data is processed and analyzed with several stages, that is data collection, data reduction, data presentation, and drawing conclusion. The results showed that Shopee applies a promotional mix advertising, sales promotion, personal selling, public relation, and direct marketing. The opinion of Uniska MAB students towards the promotion of the Shopee application has a positive response, where Shopee promotions really attract the attention of students and always looked forward to. The most interesting Shopee promotion according to the students is "Free Shipping Voucher". Because the promotion "Free Shipping Voucher" became the reason why students are interested shopping use the Shopee application, and also makes them more economical.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Opini, Promosi, Shopee
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
H Social Sciences > HE Transportation and Communications
Depositing User: Muhammad Febry Ilhamsyah
Date Deposited: 09 Feb 2023 03:28
Last Modified: 09 Feb 2023 03:28
URI: http://eprints.uniska-bjm.ac.id/id/eprint/15216

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