STRATEGI PROMOSI PRODUK DUTA PARFUME PADA MEDIA ONLINE

IRSYAD, MUHAMMAD (2020) STRATEGI PROMOSI PRODUK DUTA PARFUME PADA MEDIA ONLINE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of social media has impacted the company in delivering communication messages. The emergence of social media has encouraged companies to share information more openly with their customers, so that the importance of social media marketing develops. Marketing through social media centers on the efforts of companies to build content that attracts attention and encourages consumers to connect and share information. Duta Parfume is a client in the process of designing ad campaigns on social media on this occasion. Currently Duta Parfume has a promotion problem and the low public awareness of Ambassador Parfume brand awareness. The purpose of the design of this advertising promotion strategy is expected to increase public awareness of the presence of Ambassador Ambassadors and establish relationships that are closer to the target consumers through social media interactions especially social media Facebook, Instagram and Shopee ECommerce. Account Planning, the author is a Strategic Planner who designs a concept theme for content in social media Ambassador's account, social media promotion strategies used such as hashtags, tags and boost ads. The design method uses the basic concept of AISAS by analyzing STP. Starting from the concept of Big Idea "Fragrance Every Time" with communication messages that the products offered by Ambassador Parfume are complete and can be used every day activities in accordance with the specified time and then become the direction of each promotional content produced on social media. Keywords: social media, social media marketing, account planning, Duta Parfume Perkembangan media sosial telah berdampak kepada perusahaan dalam menyampaikan pesan komunikasi. Munculnya media sosial telah mendorong perusahaan untuk berbagi informasi secara lebih terbuka dengan pelanggannya, sehingga berkembanglah mengenai pentingnya social media marketing. Pemasaran melalui media sosial berpusat pada upaya perusahaan membangun konten yang menarik perhatian dan mendorong konsumen untuk terkoneksi dan berbagi informasi. Duta Parfume adalah client dalam proses perancangan promosi iklan di media sosial pada kesempatan kali ini. Saat ini Duta Parfume memiliki permasalahan promosi dan rendahnya kesadaran masyarakat akan brand awareness Duta Parfume. Adapun tujuan dari rancangan strategi promosi iklan ini diharapkan mampu meningkatkan kesadaran masyarakat akan keberadaan Duta Parfume dan menjalin hubungan yang lebih dekat dengan target konsumen melalui interaksi media sosial khususnya media sosial facebook, instagram dan ECommerce Shopee. Account Planning, penulis adalah seorang Strategic Planner yang membuat rancangan sebuah konsep tema konten dalam media sosial akun Duta Parfume, Strategi promosi media sosial yang digunakan seperti hashtag, tag dan boost ads. Metode perancangan menggunakan konsep dasar AISAS dengan menganalis STP. Berawal dari konsep Big Idea “Wangi Setiap Waktu” dengan pesan komunikasi bahwa produk yang ditawarkan Duta Parfume lengkap dan bisa digunakan setiap kegiatan sehari-hari sesuai dengan waktu yang ditentukan lalu menjadi arahan dari setiap konten promosi yang dihasilkan pada media sosial. Kata kunci: media sosial, social media marketing, account planning, Duta Parfume

Item Type: Thesis (S1)
Call Number: SK/43/19/037
NIM: 44313010004
Uncontrolled Keywords: media sosial, social media marketing, account planning, Duta Parfume
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 > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.232 Print Media/Media Tercetak
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 27 Jan 2020 03:31
Last Modified: 27 Jan 2020 03:31
URI: http://repository.mercubuana.ac.id/id/eprint/53833

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