ANALISIS STRATEGI SOCIAL MEDIA MARKETING PT OHAWE INDONESIA (OXYFRESH INDONESIA) DALAM MENINGKATKAN BRAND AWARENESS DI TENGAH PANDEMI COVID-19

Simarmata, Mellyana Desi Shara (2023) ANALISIS STRATEGI SOCIAL MEDIA MARKETING PT OHAWE INDONESIA (OXYFRESH INDONESIA) DALAM MENINGKATKAN BRAND AWARENESS DI TENGAH PANDEMI COVID-19. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Covid-19 has disrupted almost the entire sales sector. PT Ohawe Indonesia, a distributor of Oxyfresh, is one of the companies experiencing this. It’s because Oxyfresh products only sell their products through dentists. When the pandemic occurred, PB PDGI (Indonesian Dentists Association) asked all dental clinics to close their clinics, so that sales turnover of PT Ohawe Indonesia's product distributor Oxyfresh did not occur. With various marketing communication efforts made by the company, sales can increase by 104% and 111%. This study uses DAGMAR theory and New Media theory using the Social Media Strategy Wheel concept by Breakenridge to analyze social media marketing of PT Ohawe Indonesia distributor Oxyfresh. This research uses a descriptive qualitative approach with multi-case case studies. The results of this study are (1) the use of Instagram @oxyfresh.id, Instagram clinic partners, Facebook and WhatsApp in improving the push marketing strategy by providing support to dentists. (2) Support is carried out by creating creative content that is uploaded to social media dental clinics to increase brand awareness for end users or patients from partner dentists. Of the 12 marketing methods used by PT Ohawe Indonesia, 11 of them are able to be packaged in the form of creative content on social media and help increase brand awareness of this product, especially during the Covid-19 pandemic. Keyword: Social Media Marketing, Komunikasi Pemasaran, Brand Awareness, Oxyfresh, Health product Covid-19 membuat hampir seluruh sektor penjualan mengalami gangguan. PT Ohawe Indonesia distributor produk Oxyfresh adalah salah satu perusahaan yang mengalami hal tersebut. Hal ini dikarenakan produk Oxyfresh hanya menjual produknya melalui dokter gigi saja. Ketika pandemi terjadi, seluruh klinik gigi diminta oleh PB PDGI (Pengurus Besar Persatuan Dokter Gigi Indonesia) untuk menutup kliniknya, sehingga perputaran penjualan produk PT Ohawe Indonesia distributor Oxyfresh tidak terjadi. Dengan berbagai upaya komunikasi pemasaran yang dilakukan oleh perusahaan tersebut, penjualan dapat meningkat sebesar 104% dan 111%. Penelitian ini menggunakan teori DAGMAR dan teori Media Baru dengan menggunakan konsep Social Media Strategy Wheel oleh Breakenridge untuk menganalisis komunikasi pemasaran social media marketing yang dilakukan oleh PT Ohawe Indonesia distributor Oxyfresh. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan studi kasus multikasus. Hasil penelitian dari penelitian ini adalah (1) penggunaan Instagram @oxyfresh.id, Instagram klinik rekanan, Facebook dan WhatsApp dalam meningkatkan strategi Push marketing dengan melakukan support ke dokter-dokter gigi. (2) Support dilakukan dengan pembuatan konten kreatif yang diunggah ke social media klinik-klinik gigi untuk meningkatkan brand awareness kepada end user ataupun pasien dari dokter-dokter gigi rekanan. Dari 12 metode pemasaran yang digunakan oleh PT Ohawe Indonesia 11 diantaranya mampu dikemas dalam bentuk konten kreatif di Social media dan membantu meningkatkan brand awareness dari produk ini terutama di masa pandemic covid-19. Kata kunci: Social Media Marketing, Komunikasi Pemasaran, Brand Awareness, Oxyfresh, Produk Kesehatan

Item Type: Thesis (S2)
Call Number CD: CD/552. 23 015
Call Number: TK/52/23/005
NIM/NIDN Creators: 55220110036
Uncontrolled Keywords: Social Media Marketing, Komunikasi Pemasaran, Brand Awareness, Oxyfresh, Produk Kesehatan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.62 Interfacing and Communications Protocols (Standards)/Tampilan Antarmuka dan Protokol Komunikasi (Standar)
100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 175 Ethics of Recreation, Public Performances, Communication/Etika di Bidang Rekreasi dan Olah Raga, Etika Pertandingan, Etika Penampilan, Etika Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: MILA RISKA
Date Deposited: 06 May 2023 02:56
Last Modified: 06 May 2023 02:56
URI: http://repository.mercubuana.ac.id/id/eprint/75684

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