Jati Manggala, Muhamad (2023) STRATEGI KOMUNIKASI PEMASARAN MEDIA ONLINE MEDCOM.ID UNTUK MENCAPAI KPI PADA MASA PANDEMI COVID-19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Medcom.Id is one of the online media companies affected by the Covid-19 pandemic. In the face of various existing opportunities and challenges, significant transformations are taking place in the marketing communication strategies of companies in response to changing consumer behavior and dynamically changing markets. This study aims to analyze the marketing communication strategies used by companies Medcom.Id during the COVID-19 pandemic to achieve Key Performance Indicators (KPIs) used a descriptive qualitative approach to gain an in-depth understanding of how companies define marketing communication strategies and implement them during the pandemic. using observation, interview and document study, the researcher analyzed using miles and Huberman interactive Model method. The results showed that in determining marketing communication strategies, companies identify changes in consumer behavior, analyze market needs, and choose the right media channels. KPIs such as Revenue, Traffic, Page Views, and Engagement become a reference in formulating a Grand Strategy. Grand Strategy Medcom.Id this includes improving human resources, Shifting Products with webinars and Hybrid Events, Bundling products, external collaboration, and promoting contextual journalism
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Medcom.Id merupakan salah satu perusahaan media online yang terkena dampak pandemi Covid-19. Dalam menghadapi berbagai peluang dan tantangan yang ada, transformasi yang signifikan terjadi pada strategi komunikasi pemasaran perusahaan sebagai tanggapan terhadap perubahan perilaku konsumen dan pasar yang berubah secara dinamis. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang digunakan perusahaan Medcom.Id selama masa pandemi COVID-19 untuk mencapai Key Performance Indicators (KPI) menggunakan pendekatan kualitatif deskriptif untuk mendapatkan pemahaman mendalam tentang bagaimana perusahaan menentukan strategi komunikasi pemasaran dan mengimplementasikannya selama pandemi. Menggunakan observasi, wawancara, dan studi dokumen yang selanjutnya peneliti analisis menggunakan metode Model Interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa dalam penentuan strategi komunikasi pemasaran, perusahaan melakukan identifikasi perubahan perilaku konsumen, menganalisis kebutuhan pasar, dan memilih saluran media yang tepat. KPI seperti Revenue, Traffic, Page Views, dan Engagement menjadi acuan dalam merumuskan Grand Strategy. Grand Strategy Medcom.Id meliputi peningkatan SDM, Shifting Product dengan Webinar dan Hybrid Event, bundling produk, kolaborasi eksternal, dan mengedepankan contextual journalism. | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Communication Strategy, Key Performance Indicators (KPI) Online Media, Covid-19 pandemic. Komunikasi Pemasaran, Strategi Komunikasi, Media Online, Key Performance Indicator (KPI), Pandemi Covid-19 | |||||||||
| 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: | Mr Muhamad Jati Manggala | |||||||||
| Date Deposited: | 08 Aug 2024 10:46 | |||||||||
| Last Modified: | 08 Aug 2024 10:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37797 |
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