NEGARA, RIZKI IKRA (2022) ANALISIS STRATEGI KOMUNIKASI PEMASARAN UNTUK MEMBANGUN CUSTOMER ENGAGEMENT (Studi Kasus Toko Online Bandung Farmer di Marketplace). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Online marketplace is an e-commerce concept that is quite developed in Indonesia because it is able to bring together various sellers or online shops with buyers on a platform. Bandung Farmer is one of the online stores that utilizes the online marketplace to sell a variety of agricultural products. Online stores require proper communication efforts to build customer engagement in order to create deep connections with customers that drive purchase decisions, interactions, and participation from time to time. The purpose of this study is to find out how Bandung Farmer's marketing communication strategy in the online marketplace in building customer engagement. This study uses the promotional mix theory and four stages of the engagement process, namely: consumption, curation, creation, and collaboration. This study uses a post-positivism paradigm through a case study method with a qualitative approach. Researchers get data through in-depth interviews, documentation and observation. The results of this study indicate that the marketing communication strategy carried out by the Bandung farmer uses a comparative approach to its main product, namely ciplukan. This comparative advantage is supported by local wisdom in the form of a geographical bonus. The communication approach is implemented in 4 of the 8 existing promotional mix models, namely sales promotion, public relations & publication, direct marketing, and word of mouth. Bandung Farmer uses the two-way interaction feature in the online marketplace supported by the use of social media and YouTube to build customer engagement. Keywords: Marketing Communication Strategy, Online Marketplace, Customer Engagement, Bandung Farmer. Online marketplace menjadi satu konsep e-commerce yang cukup berkembang di Indonesia karena mampu mempertemukan beragam penjual atau toko online dengan pembeli di sebuah platform. Bandung Farmer menjadi salah satu toko online yang memanfaatkan online marketplace untuk menjual beragam produk hasil pertanian. Toko online membutuhkan upaya komunikasi yang tepat untuk membangun customer engagement agar tercipta koneksi mendalam dengan customer yang mendorong keputusan pembelian, interaksi, dan partisipasi dari waktu ke waktu. Tujuan penelitian ini adalah untuk mengetahui Bagaimana strategi komunikasi pemasaran Bandung Farmer di online marketplace dalam membangun customer engagement. Penelitian ini menggunakan teori promotional mix dan empat tahap proses engagement yaitu: consumption, curation, creation, dan collaboration. Penelitian ini menggunakan paradigma post-positivisme melalui metode studi kasus dengan pendekatan kualitatif. Peneliti mendapatkan data melalui wawancara mendalam, dokumentasi dan observasi. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan Bandung farmer menggunakan pendekatan komparatif produk utamanya yakni ciplukan. Keunggulan komparatif ini didukung oleh kearifan lokal dalam bentuk bonus geografi. Pendekatan komunikasi tersebut diimplementasi kepada 4 dari 8 model promotional mix yang ada yaitu sales promotion, public relation & publication, direct marketing, dan word of mouth. Bandung Farmer menggunakan fitur interaksi dua arah di online marketplace dengan didukung penggunaan media sosial dan youtube untuk membangun customer engagement. Kata kunci: Strategi Komunikasi Pemasaran, Online Marketplace, Customer Engagement, Bandung Farmer.
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