PENGELOLAAN KOMUNIKASI PEMASARAN DALAM MENJALIN HUBUNGAN PELANGGAN DI ERA DIGITAL (Analisis Promosi Giant Indonesia Melalui Media Sosial Facebook)

MARYANTI, HENI (2018) PENGELOLAAN KOMUNIKASI PEMASARAN DALAM MENJALIN HUBUNGAN PELANGGAN DI ERA DIGITAL (Analisis Promosi Giant Indonesia Melalui Media Sosial Facebook). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Persaingan bisnis ritel di Indonesia makin ketat. Giant Indonesia salah satu ritel yang mengalami dampak persaingan bisnis ritel tersebut. Perusahaan berusaha memutar strategi untuk memenangkan hati konsumennya, dengan memahami pentingnya menjalin hubungan dengan pelanggan. Customer relations perlu dilakukan oleh perusahaan untuk medapatkan kepercayaan stakeholdernya sehingga akan terjalin hubungan yang baik secara terus menerus. Konsep dan teori yang mendukung penelitian ini adalah Komunikasi Pemasaran, Customer Relation Management, Media Sosial, Facebook. Adapun Strategi Komunikasi pemasaran yang dikemukakan oleh PR.Smith mengacu pada SOSTAC, Situations Analysis, Object, Strategies, Actions, Controlling. Pendekatan penelitian ini adalah kualitatif dengan sifat penelitian deskriptif. Teknik analisa datanya, penulis menggunakan teknik analisa kualitatif dan untuk teknik pengumpulan data melalui wawancara mendalam terhadap informan. Dari hasil penelitian yang dilakukan peneliti dengan menganalisa data dapat diketahui bahwa pada proses penelitian melakukan wawancara mendalam untuk mengumpulkan informasi mengenai pengelolaan komunikasi pemasaran melalui media sosial facebook Giant Indonesia dalam menjalin hubungan dengan pelanggan. Komunikasi Pemasaran, SOSTAC, Customer Relations Management, Facebook Competition in the retail business in Indonesia getting tighter. Giant Indonesia is one of the retailers that has experienced the impact of the retail business competitions. The company tries to turn a strategy to win the hearts of customers, by understanding the importance of setablishing relationships with customers. Customer Relationship needs to be done by the company to gain stakeholder trust so that good relations will be astablished continuously. The Conceptsand Theories to support this research are marketing communication, customer relationship management, Social Media, Facebook. The marketing communication strategy proposed by PR.Smith refers to SOSTAC, Situations Analysis, Object, Strategies, Actions, Controlling . This research approach is qualitative with the nature of descriptive research. Data analysis techniques, the authors use qualitative analysis techniques and for data collection techniques through in-depth interviews with informants The results of research conducted by researchers by analyzing the data it can be seen that the research process carried out in-depth interviews to gather information about the management of marketing communications through Giant Indonesia Facebook social media in establishing customer relationships Marketing Communication, SOSTAC, Customer Relations Management, Facebook

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