Noersabila, Esa Laela (2023) STRATEGI KOMUNIKASI PEMASARAN AFFILIATOR SHOPEE DALAM MEMPROMOSIKAN PRODUK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Esa Laela Noersabila. NIM. 6662190042. Thesis. Shopee Affiliate Marketing Communication Strategy in Promoting Products. Advisor I : Ari Pandu Witantra. S.Sos., M.I.Kom. and Advisor II: Atih Ardiansyah, M. I.kom The problem in this research is how a marketing communication strategy is carried out by a shopee affiliate in promoting a product. This study aims to describe the marketing communication strategy of the Shopee Affiliator in promoting products using advertising, direct selling, sales promotion, public relations and personal selling. This research methodology is descriptive qualitative. By using data collection techniques through observation, in-depth interviews and documentation studies. In this study there were five informants. The theory used is integrated marketing communication theory. The results obtained from this study illustrate that not all of the application of advertising, direct selling, sales promotion, public relations and personal selling can be applied and some are implemented in other ways and can enter into one of the elements of integrated marketing communications. The shopee affiliate marketing communication strategy in promoting products focuses on sales promotion on social media in the form of videos that are posted regularly. Keywords: Marketing Communication Strategy, Affiliate, Affiliator
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| Additional Information: | Esa Laela Noersabila. NIM. 6662190042. Skripsi. Strategi Komunikasi Pemasaran Affiliator Shopee Dalam Mmempromosikan Produk. Pembimbing I: Ari Pandu Witantra. S.Sos., M.I.Kom. dan Pembimbing II: Atih Ardiansyah, M.I.Kom Permasalahan dalam penelitian ini adalah bagaimana sebuah strategi komunikasi pemasaran yang dilakukan oleh seorang affiliator shopee dalam mempromosikan sebuah produk. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran affiliator shopee dalam mempromosikan produk dengan menggunakan iklan, penjualan langsung, promosi penjualan, hubungan masyarakat dan penjualan perorangan. Metodelogi penelitian ini adalah kualitatif deskriptif. Dengan menggunakan teknik pengumpulan data melalui observasi, wawanacara mendalam dan studi dokumentasi. Pada penelitian ini terdapat lima informan. Teori yang digunakan adalah teori komunikasi pemasaran terpadu. Hasil yang didapat dari penelitian ini menggambarkan bahwa, penerapan iklan, penjualan langsung, promosi penjualan, hubungan masyarakat dan penjualan perorangan tidak semuanya dapat diterapkan dan ada juga yang menerapkan dengan cara lain dan dapat masuk kedalam salah satu elemen komunikasi pemasaran terpadu. Strategi komunikasi pemasaran affiliator shopee dalam mempromosikan produk berfokus pada, promosi penjualan di sosial media berupa video yang diposting dengan rutin. Kata kunci: Strategi Komunikasi Pemasaran, Affiliate, Affiliator | |||||||||
| Uncontrolled Keywords: | Kata kunci: Strategi Komunikasi Pemasaran, Affiliate, Affiliator Keywords: Marketing Communication Strategy, Affiliate, Affiliator | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Esa Laela Noersabila | |||||||||
| Date Deposited: | 29 Mar 2023 13:59 | |||||||||
| Last Modified: | 29 Mar 2023 13:59 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23016 |
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