ANDINA, ANNISA DWI (2021) AKTIVITAS CAMPAIGN DIGITAL KITABISA.COM DALAM GALANG DANA PANDEMI COVID-19 (PERIODE MARET-AGUSTUS 2020). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Kegiatan komunikasi pemasaran tentu selalu mengalami perkembangan, salah satu bentuk komunikasi pemasaran ialah pemasaran digital. Kegiatan pemasaran digital adalah komponen penting dalam mengenalkan suatu merek kepada khalayak luas, termasuk dalam kegiatan galang dana online. Salah satu perusahaan yang melakukan aktivitas pemasaran digital adalah Kitabisa.com. Tujuan dari penelitian ini ialah untuk mengetahui aktivitas campaign digital Kitabisa.com dalam melakukan galang dana di saat pandemi Covid-19. Pada penelitian ini aktivitas pemasaran digital yang dilakukan yaitu dengan bekerjasama dengan partner media, influencer dan NGO, serta dilakukan dengan menggunakan web dan sosial media. Penelitian ini menggunakan paradigma penelitian post positivisme. Pendekatan penelitian yang digunakan adalah pendekatan kualitatif dengan metode penelitian studi kasus tunggal dan teknik analisis data kualitatif. Teknik pengumpulan data menggunakan data primer melalui wawancara mendalam yang diperoleh dari beberapa sumber dan pengumpulan data Kitabiasa.com. Teknik pemeriksaan keabsahan data menggunakan trianggulasi sumber data. Berdasarkan hasil penelitian yang telah didapatkan dan diolah oleh peneliti, maka dapat diketahui, aktivitas campaign digital Kitabisa.com dalam melakukan galang dana di saat pandemi ialah dengan membuat halaman khusus bernama “Indonesia Lawan Corona” yang dapat diakses melalui website dan mobile apps. Serta ada beberapa tahapan yang dilakukan Kitabisa.com dalam melakukan aktivitas pemasaran campaign untuk menarik para donatur dan menyebarkan informasi campaign galang dana. ==== Marketing communication activities are certainly always developing, one form of marketing communication is digital marketing. Digital marketing activities are an important component in introducing a brand to a wide audience, including online fundraising activities. One of the companies that carry out digital marketing activities is Kitabisa.com. The purpose of this research is to find out Kitabisa.com's digital campaign activities in raising funds during the Covid-19 pandemic. In this study, digital marketing activities are carried out in collaboration with media partners, influencers and NGOs, and are carried out using the web and social media. This research uses post positivism research paradigm. The research approach used is a qualitative approach with a single case study research method and qualitative data analysis techniques. The data collection technique uses primary data through in-depth interviews obtained from several sources and data collection from Kitabisa.com. The technique of checking the validity of the data uses triangulation of data sources. Based on the research results that have been obtained and processed by researchers, it can be seen that Kitabisa.com's digital campaign activity in raising funds during the pandemic is to create a special page called "Indonesia Against Corona" which can be accessed through the website and mobile apps. And there are several stages that Kitabisa.com does in carrying out campaign marketing activities to attract donors and disseminate information on fundraising campaigns.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 44319110076 |
| Uncontrolled Keywords: | Marketing Komunikasi Campaign, Produk Sosial, Kitabisa, Marketing Communication Campaign, Product Social, Kitabisa |
| Subjects: | 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 |
| Depositing User: | Priyo Raharjo |
| Date Deposited: | 24 Feb 2022 06:51 |
| Last Modified: | 24 Feb 2022 06:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56767 |
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