STRATEGI KOMUNIKASI PEMASARAN TELEMARKETING DALAM MENINGKATKAN JUMLAH PELANGGAN PADA CV JUSLYNE FLORIST

UMAYA, AZIZAH (2025) STRATEGI KOMUNIKASI PEMASARAN TELEMARKETING DALAM MENINGKATKAN JUMLAH PELANGGAN PADA CV JUSLYNE FLORIST. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the marketing communication strategy through telemarketing implemented by CV Julsyne Florist in an effort to increase the number of customers. In an era of increasingly fierce business competition, telemarketing is one of the important alternatives in reaching and retaining customers, especially in the florist industry that prioritizes speed and personalization of services. This study uses qualitative research methods. The data was collected through in-depth interviews with the management of CV Julsyne Florist who is in charge of telemarketing activities. Data analysis was carried out in a qualitative descriptive manner by identifying the marketing communication strategies implemented, the success of telemarketing in increasing the number of customers, as well as the supporting and inhibiting factors for the implementation of the strategy. The results of the study show that CV Julsyne Florist uses several marketing communication strategies through telemarketing, including special offers, reminders of important moments, and communication personalization. The success of telemarketing in increasing the number of customers can be seen from the increase in the number of orders and the expansion of market reach Keywords: Marketing Communication Strategy, Marketing Communication, Telemarketing, CV Juslyne Florist,. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran melalui telemarketing yang diterapkan oleh CV Julsyne Florist dalam upaya meningkatkan jumlah pelanggan. Di era persaingan bisnis yang semakin ketat, telemarketing menjadi salah satu alternatif penting dalam menjangkau dan mempertahankan pelanggan, khususnya dalam industri florist yang mengutamakan kecepatan dan personalisasi layanan. Penelitian ini menggunakan metode penelitian kualitatif. Data dikumpulkan melalui wawancara mendalam dengan pihak manajemen CV Julsyne Florist yang bertanggung jawab atas kegiatan telemarketing. Analisis data dilakukan secara deskriptif kualitatif dengan mengidentifikasi strategi komunikasi pemasaran yang diterapkan, keberhasilan telemarketing dalam meningkatkan jumlah pelanggan, serta faktor-faktor pendukung dan penghambat implementasi strategi tersebut. Hasil penelitian menunjukkan bahwa CV Julsyne Florist menggunakan beberapa strategi komunikasi pemasaran melalui telemarketing, antara lain penawaran khusus, pengingat momen-momen penting, dan personalisasi komunikasi. Keberhasilan telemarketing dalam meningkatkan jumlah pelanggan terlihat dari peningkatan jumlah pesanan dan perluasan jangkauan pasar Kata Kunci: Strategi Komunikasi Pemasaran, Komunikasi Pemasaran, Telemarketing, CV Juslyne Florist,

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 035
NIM/NIDN Creators:	44319120006
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran, Komunikasi Pemasaran, Telemarketing, CV Juslyne Florist,
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat 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:	khalimah
Date Deposited:	06 Mar 2025 06:14
Last Modified:	06 Mar 2025 06:14
URI:	http://repository.mercubuana.ac.id/id/eprint/94679

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