STRATEGI E-COMMERCE GABAG DALAM MEMPERTAHANKAN EKSISTENSI BRAND

YAZID, YOZA (2020) STRATEGI E-COMMERCE GABAG DALAM MEMPERTAHANKAN EKSISTENSI BRAND. S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to determine the existence of the Gabag brand by analyzing communication strategies in e-commerce. This study uses a qualitative descriptive approach, and therefore the data processing techniques process this analysis using in-depth interviews and observation. To obtain the results of the existence of the Gabag brand in e�commerce, this study uses and analyzes the communication strategy in the e�commerce market place and the e-marketing plan process strategy that uses seven (7) stages of strategy from Judy Strauss which includes a situation analysis, strategic plan e-marketing, objectives, e-marketing strategies, implementation plans, budgeting and evaluation plans. This analysis aims to produce strategies that can help companies to keep customers using the company's products and to keep the Gabag brand on the e�commerce platform. The results of this study show that after analyzing the communication and e-marketing plan process strategy, Gabag succeeded in maintaining brand excellence, increasing the number of sales, becoming the customer's top of mind and expanding its marketing in the e-commerce market place. Keywords: Brand Existence, Communication Strategy, E-commerce Penelitian ini bertujuan untuk mengetahui eksistensi brand Gabag dengan melakukan analisa strategi komunikasi di e-commerce. Penelitian ini menggunakan pendekatan deskriptif kualitatif, maka dari itu teknik pengolahan data untuk mengolah analisa ini menggunakan metode wawancara mendalam dan observasi. Untuk memperoleh hasil eksistensi brand Gabag di e-commerce, penelitian ini menggunakan dan melakukan analisa strategi komunikasi di market place e-commerce dan strategi e-marketing plan process yang menggunakan tujuh (7) tahap strategi dari Judy Strauss yang meliputi analisis situasi, rencana strategis e-marketing, tujuan, strategi e-marketing, rencana implementasi, anggaran biaya dan rencana evaluasi. Analisis ini bertujuan menghasilkan strategi yang dapat membantu perusahaan untuk mempertahankan pelanggan supaya tetap menggunakan produk perusahaan dan agar brand Gabag tetap eksis pada platform e-commerce. Hasil dari penelitian ini menunjukan bahwa setelah dilakukan analisa komunikasi dan strategi e-marketing plan process, Gabag berhasil dalam mempertahankan ekesistensi brand, meningkatkan jumlah penjualan, menjadi top of mind pelanggan dan memperluas pemasarannya di market place e�commerce. Kata Kunci: Eksistensi Brand, Strategi Komunikasi, E-commerce

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 021
NIM/NIDN Creators: 44312120033
Uncontrolled Keywords: Eksistensi Brand, Strategi Komunikasi, E-commerce
Subjects: 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)
300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 354 Administration of Economy/Departemen Perekonomian > 354.7 Administration of Commerce, Communications, Transportation/Administrasi Perdagangan, Komunikasi, Transportasi
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
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 11 May 2022 04:06
Last Modified: 13 Mar 2023 08:05
URI: http://repository.mercubuana.ac.id/id/eprint/60972

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