ANALISIS IMPLEMENTASI STRATEGI MOBILE MARKETING APLIKASI CASHTREE MELALUI EVENT ONLINE WEEKLY INVITE FRIENDS UNTUK MENINGKATKAN CUSTOMER ENGAGEMENT DAN JUMLAH USER BARU (Periode Penelitian Juni 2018 - Juli 2019)

NADITA, NADITA (2020) ANALISIS IMPLEMENTASI STRATEGI MOBILE MARKETING APLIKASI CASHTREE MELALUI EVENT ONLINE WEEKLY INVITE FRIENDS UNTUK MENINGKATKAN CUSTOMER ENGAGEMENT DAN JUMLAH USER BARU (Periode Penelitian Juni 2018 - Juli 2019). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
COVER.pdf
Download (260kB) | Preview
[img]
Preview
 Text (ABSTRAK)
Abstrak.pdf
Download (34kB) | Preview
[img]
Preview
 Text (LEMBAR PERNYATAAN)
LEMBAR PERNYATAAN MAHASISWA.pdf
Download (244kB) | Preview
[img]
Preview
 Text (LEMBAR PENGESAHAN)
LEMBAR PENGESAHAN.pdf
Download (297kB) | Preview
[img]
Preview
 Text (KATA PENGANTAR)
KATA PENGANTAR.pdf
Download (345kB) | Preview
[img]
Preview
 Text (DAFTAR ISI)
DAFTAR ISI.pdf
Download (398kB) | Preview
[img]
Preview
 Text (DAFTAR TABEL)
DAFTAR TABEL.pdf
Download (199kB) | Preview
[img]
Preview
 Text (DAFTAR GAMBAR)
DAFTAR GAMBAR.pdf
Download (211kB) | Preview
[img]
Preview
 Text (DAFTAR LAMPIRAN)
DAFTAR LAMPIRAN.pdf
Download (177kB) | Preview
[img] Text (BAB I)
BAB I.pdf
Restricted to Registered users only
Download (527kB)
[img] Text (BAB II)
BAB II.pdf
Restricted to Registered users only
Download (398kB)
[img] Text (BAB III)
BAB III.pdf
Restricted to Registered users only
Download (371kB)
[img] Text (BAB IV)
BAB IV.pdf
Restricted to Registered users only
Download (1MB)
[img] Text (BAB V)
BAB V.pdf
Restricted to Registered users only
Download (265kB)
[img] Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf
Restricted to Registered users only
Download (327kB)
[img] Text (LAMPIRAN)
LAMPIRAN.pdf
Restricted to Registered users only
Download (583kB)

Abstract

Mobile marketing uses social media as part of the strategy. Nowadays, social media is increasingly loved by people in Indonesia. Under these conditions, PT Cashtree for Indonesia began to see opportunities by implementing an online mobile marketing strategy to increase user engagement and attract new users. The Weekly Invite Friends event is an online mobile marketing strategy held by PT Cashtree for Indonesia since January 2016 through the social media channel Cashtree. The background of the Weekly Invite Friends event is to attract more new users by sharing referral links, so that people who see can directly click on the link, then download and register on the Cashtree application. From January 2016 to July 2019, this event was still in great demand by Cashtree application users and the new users generated were not small. This study aims to determine the analysis of the implementation of the Weekly Invite Friends event strategy in increasing customer engagement and the number of new users. In this study, researchers used a constructivist paradigm and a case study qualitative research method. Data sources obtained by researchers in-depth interviews, observations, and documentation in the office of PT Cashtree for Indonesia. The conclusion of this study is that the social media platform is the platform that Cashtree relied on to run the Weekly Invite Friends event. Social media is important for Cashtree because social media helps expand the target market and get new users. Keywords: strategi marketing, online event, reward apps, referral Mobile marketing salah satunya menggunakan media sosial sebagai bagian dari strategi. Saat ini, media sosial semakin digandrungi oleh masyarakat di Indonesia. Dalam kondisi tersebut, PT Cashtree for Indonesia mulai melihat peluang dengan melaksanakan sebuah strategi mobile marketing online guna meningkatkan user engagement dan menjaring pengguna baru. Event Weekly Invite Friends adalah strategi mobile marketing online yang diadakan oleh PT Cashtree for Indonesia sejak Januari 2016 melalui kanal media sosial Cashtree. Latar belakang dilaksanakannya event Weekly Invite Friends adalah untuk menarik lebih banyak user (pengguna) baru dengan cara menyebarkan link referral sehingga orang yang melihat dapat langsung meng-klik pada link tersebut kemudian men-download dan mendaftar pada aplikasi Cashtree. Sejak Januari 2016 hingga Juli 2019, event ini masih banyak diminati oleh user (pengguna) aplikasi Cashtree dan user baru yang dihasilkan pun tidaklah sedikit. Penelitian ini bertujuan untuk mengetahui analisis implementasi strategi event Weekly Invite Friends dalam meningkatkan customer engagement dan jumlah user baru. Dalam penelitian ini, peneliti menggunakan paradigma konstruktivisme dan metode penelitian kualitatif studi kasus. Sumber data peneliti dapatkan dengan melakukan wawancara mendalam, observasi, dan dokumentasi di kantor PT Cashtree for Indonesia. Kesimpulan dari penelitian ini adalah bahwa platform media sosial menjadi platform yang diandalkan Cashtree untuk menjalankan event Weekly Invite Friends. Media sosial menjadi penting bagi Cashtree karena media sosial membantu memperluas target pasar dan mendapatkan user baru. Kata Kunci: strategi marketing, online event, reward apps, referral

Item Type: Thesis (S1)
Call Number: SK/43/19/057
NIM: 44316110006
Uncontrolled Keywords: strategi marketing, online event, reward apps, referral
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.8 Computer Application for Office Management/Aplikasi Komputer untuk Manajemen Perkantoran
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]
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] > 658.05 Data Processing Computer Applications/Pengolahan Data Aplikasi Komputer
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Jan 2020 07:32
Last Modified: 24 Jan 2020 07:32
URI: http://repository.mercubuana.ac.id/id/eprint/53815

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.