HESTYNINGTIA, NURHAYYU (2024) STRATEGI KOMUNIKASI PEMASARAN DIGITAL PT. MEGA LENTERA KREASI MELALUI KONTEN KREATIF DI MEDIA SOSIAL INSTAGRAM @MEALKINDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Mealk Indonesia is a new product that creates plant-based breakfast drinks to make the morning easier for active and busy people so that we can find many in urban areas in Indonesia. In running a business, of course, it cannot be separated from the digital marketing strategy carried out to introduce this new product and attract consumer buyers. This research aims to find out the digital marketing communication strategy of Mealk Indonesia through Instagram social media in building brand awareness. Based on the concept of digital marketing communication strategy, Kriswindayati stated that the process of determining action is included in decision making for further marketing steps. SOSTAC, which stands for Situation, Objective, Strategy, Tactics, Action, Control is a model that can be applied in program implementation to achieve certain goals. This research uses a descriptive qualitative approach with a post-positivism paradigm. Data were collected through in-depth interviews with internal and external resource persons, as well as documentation. Translated with DeepL.com (free version)The results of this study indicate that in general the SOSTAC principles have been applied by Mealk Indonesia. However, there are several aspects that require development, especially in the Strategy aspect, which uses the STP method (Segmenting, Trageting and Positioning). In the Tatics aspect, an effective marketing communication design is needed so that the message can be conveyed properly to consumers. For that, the 7P marketing mix method is used, which consists of (product, price, place, promotion, people, process, partnership). In the Actions aspect, implementation can be realized through a structured and scheduled work process, such as a Gantt Chart, to plan and track the implementation of digital marketing strategies. Keywords: Digital Marketing Communication Strategy, SOSTAC, Creative content. Mealk Indonesia adalah produk baru yang menciptakan minuman sarapan nabati untuk membuat pagi hari lebih mudah bagi masyarakat yang aktif dan sibuk sehingga banyak kita jumpai di daerah perkotaan di Indonesia. Dalam menjalakan bisnis tentu saja tidak terlepas dari strategi pemasaran digital yang dilakukan untuk mengenalkan produk baru ini dan menarik minat pembeli konsumen. Penelitian ini bertujuan untuk mengetahui staretgi komunikasi pemasaran digital Mealk Indonesia melalui media sosial Instagram dalam membangun brand awareness. Berdasarkan konsep staretgi komunikasi pemasaran digital, Kriswindayati menyatakan bahwa proses penentuan aksi termasuk dalam pengambilan keputusan untuk Langkah pemasaran lebih lanjut. SOSTAC, yang merupakan singkatan dari Situation, Objective, Strategy, Tactics, Action, Control adalah model yang dapat diterapkan dalam pelaksanaan program untuk mencapai tujuan tertentu. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan paradigma post-positivisme. Data dikumpulkan melalui wawancara mendalam dengan narasumber internal dan eksternal, serta dokumentasi. Hasil penelitian ini menunjukkan bahwa secara umum prinsip SOSTAC telah diterapkan oleh Mealk Indonesia. Meskipun demikian, terdapat beberapa aspek yang memerlukan pengembangan, khususnya pada aspek Strategy, yang menggunakan metode STP yaitu (Segmenting, Trageting dan Positioning). Pada aspek Tatics, diperlukan penyusun rancangan komunikasi pemasran yang efektif agar pesan dapat tersampaikan dengan baik kepada konsumen. Untuk itu, digunakan metode marketing mix 7P, yang terdiri dari (product, price, place, promotion, people, process, partnership). Pada aspek Actions, implementasi dapat diwujudkan melalui proses kerja yang terstruktur dan terjadwal, seperti Gantt Chart, untuk merencanakan dan melacak pelaksanaan staretgi pemasaran digital. Kata Kunci: Strategi Komunikasi Pemasran Digital, SOSTAC, Konten Kreatif
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