BAURAN PROMOSI LOTTE MART RETAIL DI ERA PANDEMI PADA TAHUN 2020

BASTONI, ATSFUR JANNAH (2020) BAURAN PROMOSI LOTTE MART RETAIL DI ERA PANDEMI PADA TAHUN 2020. S1 thesis, Universitas Mercu Buana.

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Abstract

Lotte Mart uses various forms of promotional mix to increase Brand Awareness and sales. The purpose of this study was to determine the Lotte Mart promotional mix during the pandemic and the strategies during the Lotte Mart COVID-19 pandemic. Researchers used theoretical foundations to support this research, namely communication theory, marketing communication theory, promotion mix theory, Segmentation Targeting Positioning (STP) theory, digital marketing theory, social media theory, and new media. The research paradigm used in this research is constructivist because this research is a real event. The method used is a qualitative research method with the technique of collecting data through interviews from several related sources, using a case study design. The data collection of this research is through in-depth interviews with Nadya Tamara Putri and Dwi Nur Putri Handayani as the Digital Marketing staff of Lotte Mart Retail and Lina Widi Untari as Lotte Mart Retail customers. Based on the results of this study, it can be concluded that Lotte Mart Retail continues to carry out effective digital promotion mix activities during the COVID-19 pandemic, by focusing on newspaper promo content that has won the interest and attention of Lotte Mart Retail customers. Promotional activities during this pandemic also affected the retail social media Instagram Lotte Mart, which received a significant increase in followers during the pandemic. Kata Kunci: Bauran promosi, Digital Marketing, Instagram. Lotte Mart menggunakan berbagai bentuk bauran promosi untuk meningkatkan Brand Awareness dan penjualan. Tujuan dari penelitian ini adalah untuk mengetahui Bauran promosi Lotte Mart selama pandemi dan strategi selama pandemi COVID-19 Lotte Mart. Peneliti menggunakan landasan teori yang digunakan untuk mendukung penelitian ini yaitu teori komunikasi, teori komunikasi pemasaran, teori bauran promosi, teori Segmentasi Targeting Positioning (STP), teori digital marketing, teori social media, dan new media. Paradigma penelitian yang digunakan dalam penelitian ini adalah Konstruktivis karena penelitian ini merupakan kejadian yang nyata. Metode yang digunakan adalah metode penelitian kualitatif dengan proses teknik pengumpulan data melalui wawancara dari beberapa narasumber terkait, menggunakan desain studi kasus. Adapun pengumpulan data penelitian ini ialah melalui wawancara mendalam dengan Nadya Tamara Putri dan Dwi Nur Putri Handayani selaku staff Digital Marketing Lotte Mart Retail dan Lina Widi Untari selaku pelanggan Lotte Mart Retail. Berdasarkan hasil penelitian ini dapat disimpulkan bahwa Lotte Mart Retail tetap melakukan kegiatan bauran promosi digital yang efektif pada masa pandemi COVID-19, dengan berfokus pada konten promo koran yang menjadi juara dalam menarik minat dan perhatian para pelanggan Lotte Mart Retail. Aktivitas promosi di masa pandemi ini juga berpengaruh pada social media Instagram Lotte Mart retail yang mendapatkan kenaikan followers yang signifikan selama pandemi. Kata Kunci: Bauran promosi, Digital Marketing, Instagram.

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