PURNAMA, SARAH YULIANTI (2022) STRATEGI KOMUNIKASI PEMASARAN BOSHELM RETRO DALAM MENINGKATKAN PENJUALAN PADA TAHUN 2020 DI MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Boshelm Retro sebagai salah satu UMKM yang menjual helm secara online melakukan strategi komunikasi pemasaran. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang dilakukan Boshelm Retro pada tahun 2020. Teori dan konsep yang digunakan untuk mengkaji penelitian ini adalah bauran promosi oleh Belch & Belch yang terdiri dari advertising, direct marketing, digital marketing, sales promotion, publicity, dan personal selling. Penelitian ini menggunakan paradigma penelitian konstruktivisme dengan pendekatan kualitatif, dengan metode penelitian studi kasus. Teknik pengumpulan data dilakukan dengan menggunakan dua sumber data, data primer dan sekunder. Data primer dalam penelitian ini adalah wawancara. Data sekunder dari penelitian ini yaitu studi literatur dan observasi. Hasil penelitian dalam penelitian ini adalah bauran promosi yang dijalankan oleh Boshelm Retro hanya advertising, digital marketing, dan sales promotion. Untuk meningkatkan penjualan helm yang sempat menurun saat pandemi COVID-19 melanda Indonesia pada 2020, Boshelm Retro menggunakan pemasaran digital sebagai sarana utamanya. Saran dari peneliti adalah Boshelm Retro bisa menambah penggunaan tools bauran promosi. Kata kunci: Komunikasi Pemasaran, UMKM, Promosi. Boshelm Retro as one of the SMES that sells helmets online carries out a marketing communication strategy. This study aims to determine the marketing communication strategy carried out by Boshelm Retro in 2020. The theory and concept used to examine this research is the promotional mix by Belch & Belch which consists of advertising, direct marketing, digital marketing, sales promotion, publicity, and personal selling. This study uses a constructivism research paradigm with a qualitative approach, with case study research methods. Data collection techniques were carried out using two data sources, primary and secondary data. The primary data in this study were interviews. Secondary data from this research are literature study and observation. The results of the research in this study are the promotional mix run by Boshelm Retro only advertising, digital marketing, and sales promotion. To increase helmet sales, which had decreasing when the COVID-19 pandemic hit Indonesia in 2020, Boshelm Retro used digital marketing as its main tool. The suggestion from the researcher is that Boshelm Retro can increase the use of promotional mix tools. Keywords: Marketing Communication, SMES, Promotion.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319110052 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, UMKM, Promosi. Marketing Communication, SMES, Promotion. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 10 Sep 2022 04:51 |
| Last Modified: | 10 Sep 2022 04:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/68950 |
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