STRATEGI INTEGRATED MARKETING COMMUNICATION DALAM MENINGKATKAN MINAT BELI MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus Pada Pt. Dunia Makmur Jaya Jakarta Barat Tahun 2016)

DEWI, RINI LAKMITA (2019) STRATEGI INTEGRATED MARKETING COMMUNICATION DALAM MENINGKATKAN MINAT BELI MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus Pada Pt. Dunia Makmur Jaya Jakarta Barat Tahun 2016). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Along with the food business competition, especially in the field of Bakery which is now increasingly widespread, Breadlife Bakery as one of the business units that has existed for 8 years also has an online promotion strategy in an effort to increase sales. The literature review of this study consists of communication as the core elements of marketing activities, analyzing market situations which include swot analysis and promotion, promotion strategies, promotion mix. Based on the results of the research the authors of promotional strategies that are in accordance with Breadlife Bakery, written on the book "Basu Swasta, Dharmesta and Irawan, (2008) Modern Marketing Management, Liberty, Yogyakarta" and regarding consumer purchasing decisions. Based on the results of the author's research written on the book "Kotler, Philip; Armstrong, Garry, 2008. Principles of Marketing, Volume 1, Erlangga, Jakarta. " This research paradigm uses the constructivism paradigm, the type of research uses a qualitative approach that is descriptive by using case studies. The data is obtained through direct and indirect interviews, which are conducted to competent speakers, supplemented by documents from the company. From the results of the study, it can be seen that Breadlife conducts preliminary analysis such as SWOT analysis and STP analysis to obtain information in the determination of sales promotions to be carried out. The promotion strategy carried out by Breadlife is through social media, namely promotional activities by utilizing Instagram in increasing sales. KATA KUNCI : integrated marketing communication, e-marketing, social media, buying interest Seiring dengan persaingan usaha bidang Makanan khususnya dalam bidang Bakery yang kini semakin marak, maka Breadlife Bakery sebagai salah satu Unit usaha yang telah eksis selama 8 tahun juga memiliki strategi promosi online dalam upaya meningkatkan penjualannya. Tinjauan pustaka dari penelitian ini terdiri atas komunikasi sebagai elemen inti kegiatan pemasaran, analisa situasi pasar yang meliputi analisa swot dan, pengertian promosi, strategi promosi, bauran promosi. Berdasarkan hasil penelitian penulis strategi promosi yang sesuai dengan Breadlife Bakery, tertulis pada buku ” Basu Swasta, Dharmesta dan Irawan, (2008) Manajemen Pemasaran Modern, Liberty, Yogyakarta” dan mengenai keputusan pembelian konsumen, Berdasarkan hasil penelitian penulis yang tertulis pada buku “ Kotler, Philip; Armstrong, Garry, 2008. Prinsip-prinsip Pemasaran,Jilid 1, Erlangga, Jakarta.” Paradigma penelitian ini menggunakan paradigma kontruktivisme, tipe penelitian menggunakan pendekatan kualitatif yang bersikap deskriptif dengan menggunakan studi kasus. Data-data diperoleh melalui wawancara langsung dan tidak langsung, yang dilakukan kepada narasumber yang berkompeten, dilengkapi oleh dokumen dari perusahaan. Dari hasil penelitian dapat diketahui bahwa Breadlife melakukan analisis awal seperti analisis SWOT dan analisis STP untuk mendapatkan informasi dalam penetapan promosi penjualan yang akan dilakukan. Strategi promosi yang dilakukan oleh Breadlife adalah melalui sosial media yaitu aktivitas promosi dengan memanfaatkan instagram dalam meningkatkan penjualannya. KATA KUNCI : integrated marketing communication, e-marketing, social media, minat beli

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 031
NIM: 44313120072
Uncontrolled Keywords: integrated marketing communication, e-marketing, social media, minat beli
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 15 Oct 2019 04:11
Last Modified: 09 Jan 2020 04:22
URI: http://repository.mercubuana.ac.id/id/eprint/51350

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