STRATEGI KOMUNIKASI PEMASARAN @MYKOCHEN.IDN DALAM MENINGKATKAN PENJUALAN

MUBAROK, ROFIQUL (2023) STRATEGI KOMUNIKASI PEMASARAN @MYKOCHEN.IDN DALAM MENINGKATKAN PENJUALAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Mykochen.idn is one of the household furniture brands from Tangerang City, established since 2020, and has had a trademark registered with HAKI since 2021. Initially, sales were conducted through traditional/offline methods. Competitors within the same sector have emerged as significant threats, capturing consumer attention. Based on this situation, @mykochen.idn requires marketing communication strategies to connect with its target customers and boost sales. This is of particular concern to the owner of @mykochen.idn, who needs to be attuned to new trends and consumer behavior in the current era. This study aims to depict and analyze the marketing communication strategies of the Instagram account @mykochen.idn. The theoretical framework employed is the 3P marketing communication strategy developed by Crish Fill (2009), comprising Pull Positioning Strategy, Push Positioning Strategy, and Profile Positioning Strategy. The approach is qualitative, utilizing a case study method with data collection techniques involving interviews and documentation. The research findings reveal that based on the Pull Positioning Strategy, the choice of Instagram as a social media platform is driven by its advantages, such as ease of use, accessibility anytime and anywhere, its status as a trending platform, and its vast user base. The use of Instagram aims to disseminate detailed product information, attract consumer interest, and build brand awareness. The Push Positioning Strategy involves non-personal channels like digital marketing, events & experiences, and sales promotions. Both personal and non-personal communication channels are utilized to achieve optimal outcomes in reaching the objectives. This is evident through the utilization of media such as sales promotions, events and experiences, as well as direct marketing. Sales promotions are carried out in the form of discounts or price reductions. Direct marketing is executed through the Direct Message feature and the use of WhatsApp. For the Profile Positioning Strategy, @mykochen.idn shapes its product image by presenting itself as a premium cookware brand with German technology, non-stick properties, scratch resistance, and PFOA-free attributes. Keywords: Instagram, Social Media, Marketing Communication Mykochen.idn merupakan salah satu brand perabot rumah tangga dari Kota Tangerang yang berdiri sejak 2020 dan sudah memiliki merek dagang dari HAKI sejak 2021. Semula penjualan dilakukan dengan cara tradisional/ offline. Pelaku bisnis di sektor yang sama menjadi kompetitor yang sangat mengancam dalam menarik perhatian konsumen. Berdasarkan hal tersebut @mykochen.idn membutuhkan startegi komunikasi pemasaran agar dapat terhubung dengan target cutomer untuk meningkatkan penjualan. Hal ini menjadi perhatian khusus bagi owner @mykochen.idn untuk peka dengan skema baru dan prilaku konsumen di era saat ini. Penelitian ini bertujuan untuk menggambarkan dan menganalisis strategi komunikasi pemasaran dari akun Instagram @mykochen.idn. Teori yang digunakan adalah 3P dalam strategi komunikasi pemasaran yang dikembangkan oleh Crish Fill (2009), yang terdiri dari Pull Positioning Strategy, Push Positioning Strategy, dan Profile Positioning Strategy. Pendekatannya adalah Kualitatif dengan metode studi kasus dengan teknik pengumpulan data melalui wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa berdasarkan Pull Positioning Strategy, pemilihan media sosial Instagram melihat keuntungan yang ditawarkannya, seperti mudah digunakan, dapat diakses kapan saja dan di mana saja, sebagai media sosial yang paling tren saat ini, dan memiliki banyak pengguna. Penggunaan media sosial Instagram bertujuan untuk menyebarkan informasi produk dengan memposting produk secara detail, menarik minat konsumen, dan membangun kesadaran merek. Push Positioning Strategy melibatkan saluran nonpersonal seperti pemasaran digital, acara & pengalaman, dan promosi penjualan. Kedua saluran komunikasi personal dan non-personal digunakan untuk mendukung hasil optimal dalam mencapai tujuan. Hal ini terlihat dari media yang digunakan seperti promosi penjualan, acara dan pengalaman, serta pemasaran langsung. Promosi penjualan dilakukan dalam bentuk diskon atau potongan harga.. Pemasaran langsung melalui fitur Pesan Langsung (Direct Message) dan penggunaan WhatsApp. Profile Positioning Strategy, @mykochen.idn mengatur strategi untuk citra produknya dengan lebih menggambarkan diri sebagai sebagai cookware premium dengan teknologi Jerman, tahan lengket, anti gores, dan bebas PFOA. Kata kunci: Instagram, Media Sosial, Komunikasi Pemasaran

Item Type: Thesis (S2)
Call Number CD: CD/552. 23 046
NIM/NIDN Creators: 55221110026
Uncontrolled Keywords: Instagram, Media Sosial, Komunikasi Pemasaran
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi
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: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: CALVIN PRASETYO
Date Deposited: 18 Oct 2023 03:41
Last Modified: 18 Oct 2023 03:41
URI: http://repository.mercubuana.ac.id/id/eprint/82742

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