STRATEGI PROMOSI APARTEMEN PLUIT RESIDENSEAS MELALUI MEDIA SOSIAL FACEBOOK DAN INSTAGRAM UPAYA MENDORONG KEPUTUSAN PEMBELIAN CALON KONSUMEN

NUGROHO, BAGUS ADITYA (2019) STRATEGI PROMOSI APARTEMEN PLUIT RESIDENSEAS MELALUI MEDIA SOSIAL FACEBOOK DAN INSTAGRAM UPAYA MENDORONG KEPUTUSAN PEMBELIAN CALON KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Pluit Residenseas Apartment is one of the fastest growing property brands in North Jakarta. The purpose of this study was to find out the design of the promotion strategy for Pluit Residenseas Apartments through Facebook social media and Instagram efforts to encourage prospective consumer purchasing decisions. This type of research uses a descriptive type of qualitative approach with a qualitative descriptive research method. Data collection techniques carried out by interview and observation. The technique of checking the validity of the data using triangulation. Pluit Residenseas is a property brand that chooses online channels on social media in marketing products. The results showed that the marketing communication strategy carried out by Pluit Residenseas used direct promotion and indirect promotion, with a focus on efforts to encourage prospective consumer purchasing decisions through Facebook and Instagram social media. In conclusion, the marketing strategy focuses on sales promotion on social media facebook and instagram site. The promotion strategy of Pluit Residenseas Apartments through social media is planned, designed, and well presented as an effort to encourage purchasing decisions of prospective consumers. Suggestions for improving two-way communication such as giving feedback and quizzes so as to increase interaction and build better awareness and engagement. Keyword: marketing strategy, apartment pluit residenseas, Facebook and Instagram social media Apartemen Pluit Residenseas merupakan salah satu brand properti di Jakarta utara yang berkembang pesat. Tujuan penelitian ini adalah untuk mengetahui rancangan strategi promosi Apartemen Pluit Residenseas melalui media sosial Facebook dan Instagram upaya mendorong keputusan pembelian calon konsumen. Tipe penelitian menggunakan tipe deskriptif pendekatan kualitatif dengan metode penelitian deskriptif kualitatif. Teknik pengumpulan data yang dilakukan dengan wawancara dan observasi. Teknik pemeriksaan keabsahan data menggunakan triangulasi. Pluit Residenseas merupakan brand properti yang memilih jalur online di media sosial dalam memasarkan produk. Hasil penelitian menunjukkan bahwa dalam strategi komunikasi pemasaran yang dilakukan oleh pluit residenseas mempergunakan direct promotion dan indirect promotion, dengan fokus pada upaya mendorong keputusan pembelian calon konsumen melalui media sosial facebook dan instagram. Kesimpulannya strategi pemasaran fokus pada pada promosi penjualan melalui facebook dan instagram. Strategi promosi Apartemen Pluit Residenseas melalui media sosial direncanakan, dirancang, dan disajikan dengan baik sebagai upaya mendorong keputusan pembelian calon konsumen. Saran meningkatkan komunikasi dua arah seperti memberikan feedback dan quiz sehingga menambah interaksi dan membangun awareness dan engagement yang lebih baik. Kata kunci: strategi pemasaran, apartemen pluit residenseas, media sosial facebook dan Instagram

Item Type: Thesis (S1)
NIM: 44316120025
Uncontrolled Keywords: strategi pemasaran, apartemen pluit residenseas, media sosial facebook dan Instagram
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.65 Computer Communications Networks/Jaringan Komunikasi Komputer
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi > 302.222 Nonverbal Communication/Komunikasi Nonverbal
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 384 Communications Telemunications/Komunikasi Telekomunikasi > 384.3 Computer Communication/Komunikasi Komputer
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Virda Syifa
Date Deposited: 27 Jun 2019 02:25
Last Modified: 27 Jun 2019 02:25
URI: http://repository.mercubuana.ac.id/id/eprint/49183

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