POLA KOMUNIKASI PEMASARAN OMNI CHANNEL UMK EKONOMI KREATIF DI KOTA TANGERANG

IMAWAN, AGUNG (2020) POLA KOMUNIKASI PEMASARAN OMNI CHANNEL UMK EKONOMI KREATIF DI KOTA TANGERANG. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Omni-channel marketing communication is an evolution from the multi-channel marketing that integrating with online and offline channels that merge to build a new consumer journey, generating a seamless consumer experience that grows with the revolution of industry 4.0 which also a challenge for MSEs in the creative economy. Based on the data, Tangerang regencies minimum wage is the lowest profitability. On the other side, there is a bazaar called "Pasar Duniawi" which embraces micro businesses of art and creative environment in Tangerang City. However, the marketing communication of both online and offline channels are still lacking. The research objective aims to identify the communication patterns of creative economy MSEs in Tangerang, as well as the message characteristic conveyed in the context of current business, using online and offline Integrated Marketing Communication, VUCA and DAMO as the basis of theories to analyze the context of the business situation in omni-channel marketing communication using the intrinsic case study method with a post-positivist paradigm through a qualitative approach. The results of this study are in omni-channel marketing communication pattern of MSEs of a creative economy called “The Circular Echo of Omni-Channel Marketing Communication” which emphasized the occurrence of the consumer journey through online and offline channels, thus creating consumer engagement and organically information dissemination among the consumer. Keyword: Marketing Communication Pattern, Omni-Channel, VUCA and DAMO, Micro and Small Enterprises, Creative Economy. Komunikasi pemasaran omni-channel merupakan bentuk evolusi dari multi�channel dengan mengintegrasikan saluran online dan offline yang saling melebur untuk membangun consumer journey sehingga menghasilkan consumer experience yang mulus, hal ini berkembang sejalan dengan situasi akibat revolusi industri 4.0 yang juga menjadi tantangan bagi UMK ekonomi kreatif. Data menunjukan UMK Kota Tangerang merupakan daerah dengan profitabilitas terendah. Di sisi lain terdapat acara bazar bernama “Pasar Duniawi” yang merangkul usaha mikro di Kota Tangerang mampu menciptakan lingkungan seni dan kreatif. Namun dilihat belum optimalnya komunikasi pemasaran omni-channel yang dilakukan melalui saluran online dan offline. Tujuan penelitian ini menemukan pola komunikasi pemasaran omni-channel UMK ekonomi kreatif di Kota Tangerang, serta karakteristik pesan yang disampaikan dalam konteks situasi bisnis yang dihadapi, dengan menggunakan landasan teori integrated marketing communication (IMC) online and offline, serta VUCA dan DAMO untuk menganalisa konteks situasi bisnis dalam komunikasi pemasaran omni-channel. Menggunakan metode intrinsic case study dengan paradigma post-positivis melalui pendekatan kualitatif. Hasil penelitian ini adalah pola komunikasi pemasaran omni-channel UMK ekonomi kreatif bernama”The Circular Echo of Omni-Channel Marketing Communication”, pola ini menitikberatkan terjadinya consumer journey melalui saluran online dan offline, sehingga menghasilkan consumer engagement, dan penyebaran informasi secara organik ditengah lingkungan sosial konsumen. Kata kunci: Pola Komunikasi Pemasaran, Saluran Omni, VUCA dan DAMO, Usaha Mikro dan Kecil, Ekonomi Kreatif.

Item Type: Thesis (S2)
Call Number CD: CD/552. 20 015
Call Number: TK/52/21/031
NIM/NIDN Creators: 55218110006
Uncontrolled Keywords: Pola Komunikasi Pemasaran, Saluran Omni, VUCA dan DAMO, Usaha Mikro dan Kecil, Ekonomi Kreatif.
Subjects: 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
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 > 302.224 Verbal Communication/Komunikasi Verbal
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.02 Management of Enterprises of Specific Sizes and Scopes/Pengelolaan Usaha dengan Ukuran dan Lingkup Tertentu > 658.022 Small Enterprises/Usaha Kecil
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.02 Management of Enterprises of Specific Sizes and Scopes/Pengelolaan Usaha dengan Ukuran dan Lingkup Tertentu > 658.023 Big Enterprises/Usaha Besar
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Rifky
Date Deposited: 22 Dec 2021 05:24
Last Modified: 28 Mar 2022 07:42
URI: http://repository.mercubuana.ac.id/id/eprint/50376

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