IMANIAH, RIKSA FITRI (2021) Strategi Komunikasi Persuasif Dalam Menarik Dropshipper Melalui New Media (Studi Kasus Sistem Dropship Beliviva). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Indonesians are increasingly active in using new media, thus creating online business tools such as websites. One website that is able to build persuasive communication is the Beliviva website. Beliviva is a business opportunity program for anyone to sell cosmetic products under the Viva Cosmetics brand. Beliviva offers a business opportunity or business opportunity for anyone to become part of the digital or online sales team under PT Vitapharm without the need to be a distributor or agent. Every month Beliviva is able to attract more than 100 dropshippers. As of December 2020, the number of dropshippers who have joined is 3600 people spread across 34 provinces in Indonesia. This”study aims to”determine persuasive communication”strategies in attracting dropshippers through new media (a case study of the Beliviva dropship system). This study uses.a qualitative.method based on.case studies and postpositivism. The.object of this research is Beliviva's persuasive”communication.strategy in attracting dropshippers through new media. The research subjects consisted of two people who were most directly involved with the object of research. The theory applied is the persuasive communication theory of William S. Howell. Data analysis is done inductively. The.results of this.study indicate.that Beliviva uses a persuasive communication.strategy with five techniques. First, The Yes-Respons Techique, which is asking questions. Second, the Bandwagon Technique, which is making testimonials. Third, Don't Ask If, Ask Which, which provides attractive offers. Fourth, The Swap Technique, which is to provide benefits. Fifth, Technique of Irritation confirms to make a decision. Keywords: persuasive communication, strategy, Beliviva, dropshipper, new media Penduduk Indonesia semakin aktif menggunakan new media, sehingga terciptalah alat-alat bisnis online seperti website. Salah satu website yang mampu membangun komunikasi persuasif adalah website Beliviva. Beliviva merupakan program peluang usaha kepada siapapun untuk menjual produk kosmetik dengan merek Viva Cosmetics. Beliviva menawarkan sebuah peluang usaha atau peluang bisnis kepada siapapun untuk ikut menjadi bagian tim penjualan secara digital atau online dibawah PT Vitapharm tanpa perlu menjadi distributor atau agen. Setiap bulannya Beliviva mampu menarik dropshipper lebih dari 100 orang. Hingga dengan bulan Desember tahun 2020 jumlah dropshipper yang sudah bergabung adalah sebanyak 3600 orang yang.tersebar.di 34”provinsi.di Indonesia. Penelitian”ini bertujuanauntukamengetahui strategiakomunikasiapersuasif dalamamenarik dropshipper melalui new media (studi kasus sistem dropship Beliviva). Penelitianaini menggunakanametode kualitatif berlandaskan studi kasus”dan”postpositivisme. Objek penelitian ini adalah strategi komunikasi persuasif Beliviva dalam menarik dropshipper melalui new media. Subjek penelitian terdiri dari dua orang yang paling terlibat langsung dengan objek penelitian. Teori yang diaplikasikan adalah teori komunikasi persuasif William S. Howell. Analisis”data yang dilakukan secara”induktif. Hasil penelitian.ini menunjukan bahwa Beliviva melakukan strategi komunikasi persuasive dengan lima teknik. Pertama, The Yes-Respons Technique yaitu megemukakan pertanyaan. Kedua, Bandwagon Technique yaitu membuat testimoni. Ketiga, Don’t”Ask If, Ask Which yaitu memberikan penawaran”menarik. Keempat, The Swap Technique yaitu memberikan keuntungan. Kelima, Technique of Irritation menegaskan untuk mengambil keputusan. Kata kunci: komunikasi persuasif, strategi, Beliviva, dropshipper, new media. Persuasive Communication Strategy in Attracting Dropshipper Trough New Media Case Study of Beliviva Dropship System)
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