TRIYANI, SULIS (2021) AKTIVITAS KOMUNIKASI PEMASARAN ZHAFISHA OLSHOP DI TANGGERANG SELATAN SAAT PANDEMI COVID -19. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Lifestyle changes are increasingly modern and the easier internet access, Making online stores more and more rapidly. Zhafisa Olshop is one of the Online Stores that play in the online market that has been able to grow rapidly. The purpose of this study is to find out the marketing communication activities of Zhafsiha Olshop during the Covid-19 Virus Pandemic. This type of research uses Qualitative Descriptive research methods. Data collection techniques conducted with Interviews And Library Studies. Zhafisa Olshop is an online store that sells various types of clothing and Personal Protective Equipment from the Covid-19 Virus. The results showed that the marketing Communication Activity conducted is seen from public relations activities conducted by Zhafisha Olshop At a time when pendemic is more oriented to online publications with a focus on advertising promotions on Facebook Whatsapp, Instagram, Telegram And Twitter. Social Media Publication Activity Initially Zhafisha Olshop make photos or video reviews of products that want to be marketed, then Zhafisha Olshop post pictures and videos by listing the size and size of the product and price. Personal Selling technique is to come face-to-face with buyers, but because of the current pandemic of store owners by using Video Call by providing consultation and education to prospective buyers. Word of Mouth Zhafisha's activity by sharing testimonials or reviews of products that have been purchased by customers is spread to the media. Zhafisha Olshop Promotion activity from the determination of the price is Zhafisha Olshop is a seller who directly take products from Convection then sell the price with a cheap product so it is a Supplier. Zhafisha Olshop's place selection chooses where it is strategically located close to public places and in Market Place falls into categories according to product categories. Packaging Using lebel stickers, Using Business Logo Stickers, Buble Warp, Cardboard, and Using Plastic for labor selection that will enter must be through interview Mrs. Shinta (Shop Owner). Keywords: Marketing Communication Activities, Public Relation Activities, Social Media Publishing Activities, Word of Mouth. Promotional Activities Perubahan gaya hidup masyarakat yang semakin modern dan semakin mudahnya akses internet, Menjadikan toko online semakin hari semakin melesat pesat . Zhafisa Olshop merupakan salah Toko Online yang bermain di pasar online yang telah mampu berkembang pesat. Tujuan penelitian ini adalah untuk mengetahui aktivitas komunikasi pemasaran Zhafsiha Olshop saat Pandemi Virus Covid-19. Tipe penelitian menggunakan metode penelitian Deskriptif Kualitatif. Teknik pengumpulan data yang dilakukan dengan Wawancara Dan Studi Pustaka. Zhafisa Olshop merupakan toko online yang menjual berbagai jenis pakaian dan Alat Pelindung Diri dari Virus Covid-19. Hasil penelitian menunjukkan bahwa Aktivitas Komunikasi pemasaran yang dilakukan yaitu dilihat dari Aktivitas Public Relation yang dilakukan Zhafisha Olshop Pada saat pendemic yang lebih berorientasi kepada publikasi secara online dengan fokus pada promosi pemasangan iklan di Facebook Whatsapp, Instagram,Telegram Dan Twitter. Aktivitas Publikasi Media Sosial Awalnya Zhafisha Olshop membuat foto atau video review produk yang ingin di pasarkan, lalu Zhafisha Olshop memposting gambar dan video dengan mencantumkan ukuran dan size produk dan harga. Teknik Personal Selling yaitu bertatap muka langsung dengan pembeli, namun dikarenakan saat ini pandemic pemilik toko dengan menggunakan Video Call dengan cara memberikan konsultasi dan edukasi ke Calon Pembeli. Aktivitas Word of Mouth Zhafisha dengan membagikan testimoni atau review produk yang telah di beli oleh pelanggan disebarkan ke media. Aktivitas Promosi Zhafisha Olshop dari penentuan harga yaitu Zhafisha Olshop merupakan penjual yang langsung mengambil produk dari Konveksi kemudian menjual harga dengan produk yang murah jadi sifatnya Supplier. Pemilihan tempat Zhafisha Olshop memilih tempat penjualan lokasi nya strategis yaitu dekat dengan tempat umum dan di Market Place masuk ke kategori sesuai dengan kategori produk. Packaging Menggunakan stiker lebel, Menggunakan Stiker Logo Usaha, Buble Warp, Kardus, dan Menggunakan Plastik untuk pemilihan Tenaga kerja yang akan masuk harus melalui interview Ibu Shinta (Pemilik Toko). Kata kunci: Aktivitas Komunikasi pemasaran, Aktivitas Public Relation, Aktivitas Publikasi Media Sosial, Word of Mouth, . Aktivitas Promosi
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