PRIHATINI, ENDAH (2018) STRATEGI PROMOSI PENJUALAN XIAOMI REDMI NOTE 5 MELALUI LAZADA UNTUK MENDORONG PEMBELIAN TAHUN 2018. S1 thesis, Universitas Mercu Buana.
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Abstract
This study examines strategies for promoting a new product that enters market share in the digital era. The purpose of this research is to find out and provide an overview of the sales promotion strategy of the Redmi Note 5 Xiaomi with Flash Sale through Lazada to encourage puchases in 2018. Researchers use the theory according to Phillip Kotler in his book Marketing Management, which in the promotion strategy includes, marketing communication, promotion, promotion mix, SWOT analysis, STP, and promotion strategy planning. The research method used is descriptive with descriptive qualitative research type with the main goal of the research trying to give a description or description of a situation, which is used to solve the problems faced by the current situation. Techniques of data collection conducted by researchers are in-depth interviews with four resource from PT Xiaomi Communication Indonesia and Xiaomi consumers. Based on the results of the study, the researchers concluded that the promotion strategy carried out by PT Xiaomi Communication Indonesia through e-commerce sites had carried out its promotion strategy in accordance with Phillip Kotler's theory. Keywords: Promotion Strategy, Xiaomi Brand, e-Commerce Studi ini mengkaji strategi untuk mempromosikan sebuah produk baru yang memasuki pangsa pasar di era digital. Tujuan dari penelitian ini adalah untuk mengetahui dan memberikan gambaran umum tentang stretgi promosi penjualan Xiaomi Redmi Note 5 melalui lazada untuk mendorong pembelian tahun 2018. Peneliti menggunakan teori menurut Phillip Kotler dalam bukunya Manajemen Pemasaran, dimana didalam strategi promosi meliputi, komunikasi pemasaran, promosi, bauran promosi, analisis SWOT, STP, dan perencanaan strategi promosi. Metode penelitian yang digunakan adalah deskriptif dengan tipe penelitian deskriptif kualitatif dengan tujuan utama yaitu mencoba untuk memberikan gambaran atau deskripsi tentang suatu keadaan secara objektif, yang digunakan untuk memecahkan permasalahan yang dihadapai pada situasi sekarang. Teknik pengumpulan data yang dilakukan peneliti adalah wawancara mendalam dengan empat narasumber dari PT Xiaomi Communication Indonesia dan konsumen Xiaomi. Berdasarkan hasil penelitian, peneliti menyimpulkan bahwa strategi promosi yang dilakukan oleh PT Xiaomi Communication Indonesia melalui situs e-commerce sudah menjalankan strategi promosinya sesuai dengan teori Phillip Kotler. Kata Kunci : Strategi Promosi, Brand Xiaomi, e-Commerce
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