FITHARATIWI, FITHARATIWI (2018) Strategi Komunikasi Pemasaran Leader Fast Team dalam Meningkatkan Omset Penjualan Produk Nu Skin. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Cover)
55215120036 - FITHARATIWI 01 COVER - fitha ratiwi.pdf Download (652kB) |
|
Text (BAB I)
55215120036 - FITHARATIWI 02 BAB I - fitha ratiwi.pdf Restricted to Registered users only Download (186kB) |
|
Text (BAB II)
55215120036 - FITHARATIWI 03 BAB 2 - fitha ratiwi.pdf Restricted to Registered users only Download (427kB) |
|
Text (BAB III)
55215120036 - FITHARATIWI 04 BAB 3 - fitha ratiwi.pdf Restricted to Registered users only Download (187kB) |
|
Text (BAB IV)
55215120036 - FITHARATIWI 05 BAB 4 - fitha ratiwi.pdf Restricted to Registered users only Download (383kB) |
|
Text (BAB V)
55215120036 - FITHARATIWI 06 BAB 5 - fitha ratiwi.pdf Restricted to Registered users only Download (114kB) |
|
Text (Daftar Isi)
55215120036 - FITHARATIWI 07 DAFTAR ISI - fitha ratiwi.pdf Restricted to Registered users only Download (210kB) |
|
Text (Lampiran)
55215120036 - FITHARATIWI 08 LAMPIRAN - fitha ratiwi.pdf Restricted to Registered users only Download (432kB) |
Abstract
Penelitian ini dilatarbelakangi oleh semakin meningkatnya persaingan dalam industri produk kecantikan dan perawatan kulit yang menuntut perusahaan untuk menerapkan strategi komunikasi pemasaran yang efektif guna mempertahankan dan meningkatkan penjualan. Nu Skin merupakan perusahaan yang memasarkan produk antiaging melalui sistem direct selling atau network marketing. Namun demikian, sistem pemasaran tersebut masih menghadapi persepsi negatif dari sebagian masyarakat terhadap konsep Multi Level Marketing (MLM), yang berpotensi mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang dilakukan oleh leader Fast Team dalam meningkatkan omzet penjualan produk Nu Skin serta mengidentifikasi kendala yang dihadapi dalam pelaksanaannya. Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan kualitatif melalui metode studi kasus. Informan penelitian terdiri dari tiga orang leader Fast Team, yaitu Faizah, Yoanita Pusparani, dan Diana Ariani yang dipilih secara purposive. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi, sedangkan analisis data menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang diterapkan meliputi advertising, sales promotion, personal selling, direct selling, serta public relations. Implementasi strategi tersebut didominasi oleh pemanfaatan media sosial seperti Facebook, WhatsApp, dan Instagram untuk memperluas jangkauan pemasaran serta membangun hubungan dengan konsumen. Selain itu, kegiatan offline seperti demo produk dan event expo juga dilakukan untuk meningkatkan kepercayaan konsumen terhadap produk. Adapun kendala yang dihadapi meliputi harga produk yang relatif tinggi, persaingan produk sejenis, keterbatasan materi promosi, keterbatasan waktu dalam melakukan aktivitas pemasaran, serta tantangan dalam membangun kepercayaan konsumen terhadap produk baru. This study is motivated by the increasing competition in the beauty and skincare industry which requires companies to implement effective marketing communication strategies to maintain and increase sales performance. Nu Skin is a company that markets anti-aging products through a direct selling or network marketing system. However, this marketing system still faces negative perceptions from some members of the public regarding the concept of Multi Level Marketing (MLM), which potentially influences consumer purchasing decisions. This study aims to analyze the marketing communication strategies implemented by Fast Team leaders in increasing the sales turnover of Nu Skin products and to identify the challenges encountered in their implementation. This research employs a post-positivist paradigm with a qualitative approach using a case study method. The research informants consist of three Fast Team leaders, namely Faizah, Yoanita Pusparani, and Diana Ariani, selected purposively. Data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted using the Miles and Huberman model which includes data reduction, data display, and conclusion drawing. The findings indicate that the marketing communication strategies implemented include advertising, sales promotion, personal selling, direct selling, and public relations. The implementation of these strategies is largely supported by the use of social media platforms such as Facebook, WhatsApp, and Instagram to expand marketing reach and build relationships with consumers. In addition, offline activities such as product demonstrations and expo events are conducted to strengthen consumer trust in the products. The challenges encountered include relatively high product prices, competition with similar products, limited promotional materials, time constraints in marketing activities, and difficulties in building consumer trust in new products.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55215120036 |
| Uncontrolled Keywords: | strategi komunikasi pemasaran, direct selling, media sosial, minat beli, kepercayaan konsumen. marketing communication strategy, direct selling, social media, purchase intention, consumer trust. |
| 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 > 302.24 Content/Isi Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 28 Mar 2026 06:12 |
| Last Modified: | 28 Mar 2026 06:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101756 |
Actions (login required)
 |
View Item |
