STRATEGI PROMOSI UBSLIFESTYLE.COM UNTUK MENINGKATKAN BRAND AWARENESS TAHUN 2019

YULIANDARI, AJENG (2020) STRATEGI PROMOSI UBSLIFESTYLE.COM UNTUK MENINGKATKAN BRAND AWARENESS TAHUN 2019. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Technological progress is growing rapidly in this globalization era. One of the effect is the change of customer behavior in shopping online. Therefor a proper promotional strategy is needed to increase customer brand awareness so that they can easily shop online. This study discusses UBSifestyle.com's Promotion Strategy to Increase Brand Awareness in 2019. This research uses qualitative research with a case study method. The data collection technique used was through interviews with sources and documentation. The time required for data collection was 6 months with data validity analysis using source triangulation. The results of the study indicate that the segmentation of UBSLifestyle.com is women and men aged 15-40 years, millennials and young adults who actively use the internet and like to shop online at a social economic status level among B, C and D The conclusion in this study is that UBSLifestyle.com uses online and offline promotion strategies with several promotional elements including advertising, sales promotion, public relations through sponsorship at national scale fashion events and also direct marketing. UBSLifestyle.com's promotional strategy when collaborating with Influencer Celebrity Fashion Stylist Carendelano by launching Alphabeta products that can be purchased exclusively at UBSLifestyle.com is considered successful in bringing traffic to the website and increasing brand awareness of the existence of UBSLifestyle.com Keyword : Promotional Strategy, UBSLifestyle.com, onlineshopping Kemajuan teknologi semakin berkembang di era globalisasi ini. Salah satu dampak dari hal ini adalah berkembangnya teknologi internet yang juga merubah kebiasaan konsumen dalam berbelanja secara online. Oleh karena itu di butuhkan strategi promosi yang tepat untuk dapat meningkatkan brand awareness dari konsumen sehingga konsumen mendapatkan kemudahan berbelanja secara online. Penelitian ini membahas mengenai Strategi Promosi UBSifestyle.com Untuk Meningkatkan Brand Awareness tahun 2019. Penelitian ini menggunakan penelitian kualitatif dengan metode studi kasus. Teknik pengumpulan data yang di gunakan adalah melalui wawancara dengan narasumber dan dokumentasi. Waktu yang dibutuhkan untuk pengumpulan data adalah 6 bulan dengan analisis keabsahan data menggunakan triangulasi sumber. Hasil penelitian menyatakan bahwa segmentasi dari UBSLifestyle.com adalah wanita dan pria usia 15-40 tahun ,milenials dan dewasa muda yang aktif menggunakan internet dan gemar berbelanja online dengan tingkat ekonomi di kalangan B,C dan D. Kesimpulan dalam penelitian ini adalah UBSLifestyle.com menggunakan strategi promosi online dan offline dengan beberapa elemen promosi diantaranya periklanan, promosi penjualan, hubungan masyarakat melalui sponsorship di event-event fashion berskala nasional dan juga pemasaran langsung. Strategi Promosi UBSLifestyle.com saat melakukan kolaborasi dengan Influencer Celebrity Fashion Stylist Carendelano dengan meluncurkan produk Alphabeta yang secara exclusive bisa di beli di UBSLifestyle.com dinilai berhasil mendatangkan traffic ke website dan meningkatkan brand awareness terhadap keberadaan UBSLifestyle.com Kata Kunci: Strategi promosi, UBSLifestyle.com, online shopping

Item Type: Thesis (S1)
NIM/NIDN Creators: 44317110110
Uncontrolled Keywords: Strategi promosi, UBSLifestyle.com, online shopping
Subjects: 600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan > 613 Personal Health, Hygiene/Ilmu Kesehatan Umum, Kesehatan Individu, Promosi Kesehatan, Higienis Umum
600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan > 613 Personal Health, Hygiene/Ilmu Kesehatan Umum, Kesehatan Individu, Promosi Kesehatan, Higienis Umum > 613.1 Environmental Factor/Faktor Lingkungan yang Mempengaruhi Promosi Kesehatan
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Oct 2023 01:57
Last Modified: 13 Oct 2023 01:57
URI: http://repository.mercubuana.ac.id/id/eprint/82432

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