ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (STUDI KASUS EVENT MINGGUAN FITAMIN LAB STUDIOS DI ERA PANDEMI COVID-19 PERIODE 2021)

ABIMANYU, WAHYU (2024) ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (STUDI KASUS EVENT MINGGUAN FITAMIN LAB STUDIOS DI ERA PANDEMI COVID-19 PERIODE 2021). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The rise of the bicycle business world during the Covid-19 pandemic in 2020 is increasingly varied and innovating in its field. Jakarta has become a strategic point for Cyclist Pandemics for cycling and bicycle shops have begun to appear that take advantage of this Cyclist Pandemic moment, one of which is Fitamine Lab Studios. This study aims to determine the marketing communication strategy carried out by Fitamine Lab Studios. This research is qualitative in nature and the paradigm used in this study is the constructivism paradigm. Data processing is carried out using descriptive analysis which has the aim of describing a condition or situation that arises in society and then drawing conclusions as a feature or description of certain conditions. The results of the study show that the communication strategy implemented by Fitamine Lab Studios has been implemented and implemented properly according to the concepts of marketing communication strategy and Instagram social media which are very influential in carrying out marketing communication strategies. Keywords: Communication Strategy, Marketing Communication, Marketing Communication Strategy, New Media Instagram Maraknya dunia usaha sepeda pada pandemic covid-19 pada tahun 2020 semakin bervariatif dan berinovasi di bidangnya. Jakarta menjadi titik strategis para Cyclist Pandemic untuk bersepeda dan mulai bermunculan tokotoko sepeda yang memanfaatkan moment Cyclist Pandemic ini salah satunya, Fitamin Lab Studios. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh Fitamin Lab Studios. Penelitian ini bersifat kualitatif dan paradigma yang digunakan dalam penelitian ini adalah paradigma konstrukvisme. Pengolahan data dilakukan dengan menggunakan analisis deskripstif yang memiliki tujuan untuk menggambarkan suatu kondisi atau situasi yang timbul di masyarakat kemudian menarik kesimpulan sebagai suatu ciri atau gambaran tentang kondisi tertentu. Hasil penelitian menunjukan bahwa strategi komunikasi yang diterapkan Fitamin Lab Studios sudah dijalankan dan diterapkan dengan baik sesuai dengan konsep-konsep strategi komunikasi pemasaran dan media sosial Instagram sangat berpengaruh dalam menjalankan strategi komunikasi pemasaran. Kata kunci: Strategi Komunikasi, Komunikasi Pemasaran, Strategi Komunikasi Pemasaran, New Media Instagram

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 25 066
NIM/NIDN Creators: 44318010062
Uncontrolled Keywords: Strategi Komunikasi, Komunikasi Pemasaran, Strategi Komunikasi Pemasaran, New Media Instagram
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.1 Sensory Perception/Persepsi Indera > 152.14 Visual Perception/Persepsi Visual
500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 510 Mathematics/Matematika > 518 Numerical Analysis/Analisis Numerik, Analisa Numerik > 518.1 Algorithms/Algoritma
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 808 Rhetoricand Collections of Literary/Retorik, Retorika dan Kumpulan Karya Sastra > 808.5 Rhetoric of Speech/Retorik Pidato > 808.54 Recitation/Gaya Membaca > 808.543 Storytelling/Mendongeng
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 15 Sep 2025 08:20
Last Modified: 15 Sep 2025 08:20
URI: http://repository.mercubuana.ac.id/id/eprint/97899

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