STRATEGI KOMUNIKASI PEMASARAN E-COMMERCE FITS.ID : SEBUAH PENELITIAN DESKRIPTIF KUALITATIF

NIZAR, ALYFIAH (2020) STRATEGI KOMUNIKASI PEMASARAN E-COMMERCE FITS.ID : SEBUAH PENELITIAN DESKRIPTIF KUALITATIF. S1 thesis, Universitas Mercu Buana.

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Abstract

This study discusses the marketing communication strategy of Fits.id in increasing of sales. Communication strategies are needed by each company in the current digital era. Fits.id is the first Wellnes E-commerce that sells various health products so special strategies are needed to attract customer. This study used a descriptive qualitative approach. The methode used is a case study by conducting interviews towards two key informants and observation on Fits.id website and social media content. The results of this study indicate that the marketing communication strategy of Fits.id uses five elements of the promotional mix, namely advertising, sales promotion, personal selling, direct marketing, and public relations. One of the promotional elements which gives impact the most towards sales is personal selling, because it can reach more customers so that it can turn them into more purchases. Meanwhile, the one that does not have a good impact in increasing the number of sales is public relations, because in this case public relations tend to increase awareness of Fits.id. Key Word: Wellness E-commerce, advertising, personal selling, sales promotion, direct marketing, public relation. Strategi komunikasi sangat diperlukan oleh masing-masing perusahaan dalam era digital saat ini. Salah satu perusahaan yang menerapkan strategi komunikasi adalah Fits.id. E-commerce Fits.id merupakan Wellness E-commerce pertama yang menjual berbagai produk kesehatan. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Metode yang digunakan adalah studi kasus dengan melakukan wawancara terhadap dua narasumber serta melakukan observasi dengan melihat isi website dan sosial media Fits.id. Hasil penelitian ini menunjukan bahwa strategi komunikasi pemasaran Fits.id menggunakan lima elemen bauran promosi yaitu advertising, sales promotion, personal selling, direct marketing, dan public relation. Dari kelima elemen tersebut yang memiliki dampak baik bagi Fits.id dalam meningkatkan penjualannya adalah personal selling, karena dapat menjangkau lebih banyak pelanggan sehinga dapat menjadi pembelian yang lebih banyak. Sementara yang kurang memiliki dampak baik dalam meningkatkan jumalah penjualannya adalah public relation, karena dalam hal ini public relation cenderung untu meningkan awareness Fits.id. Kata Kunci: Wellness E-commerce, advertising, personal selling, sales promotion, direct marketing, public relation, awareness.

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