STRATEGI KOMUNIKASI PEMASARAN KIDSLOOP DI ERA MARKETING 4.0 SELAMA PANDEMI COVID-19

JOSEPH, STEFANO (2023) STRATEGI KOMUNIKASI PEMASARAN KIDSLOOP DI ERA MARKETING 4.0 SELAMA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran KidsLoop dalam menghadapi tantangan era Marketing 4.0 selama masa pandemi COVID-19. Di tengah perubahan drastis dalam perilak:u konsumen dan lingkungan bisnis yang berubah cepat, perusahaan perlu menyesuaikan pendekatan komunikasi mereka Pendekatan Marketing 4.0, yang mengintegrasikan telmologi digital dan data untuk memahami dan berinteraksi dengan konsumen, menjadi semakin penting. Pandemi COVID-19 telah mempercepat peralihan ke platform digital, dan KidsLoop, sebagai merek yang berfok:us pada anak-anak dan keluarga, mengbadapi tantangan unik dalam berkomunikasi dengan konsumen mereka. Penelitian ini menggunakan pendekatan kualitatif dengan teknik wawancara mendalam terhadap pemangku kepentingan utama K.idsLoop dan analisis konten media sosial mereka selama masa pandemi. Hasil penelitian menunjukkan bahwa KidsLoop telah memperbarui strategi komunikasinya dengan berfok:us pada ketersediaan konten edukatif online yang relevan untuk anak-anak dan orangtua. Mereka juga memanfaatkan media sosial dan platform digital untuk membangun komunitas onJine yang kuat Penelitian ini mengidentifikasi berbagai tantangan yang dihadapi oleh KidsLoop, termasuk meningkatnya persaingan online dan perubahan dalam preferensi konswnen. Hasil penehtian ini memberikan wawasan yang berhatrga bagi praktisi komunikasi pemasaran yang beroperasi di era Marketing 4.0 dan masa piandemi. Mereka dapat belajar dari strategi adaptif KidsLoop dalam menghadapi perubahan konsumen dan lingkungan bisnis yang dinamis. Penelitian ini juga memberikan panduarn untuk perusahaan lain yang berusaha untuk memahami peran strategi komunikasi dalam mempertahankan dan memperl.uas pangsa pasar mereka di tengah perubahan paradigma pemasaran. This research aims to analyze the marketing communication strategies of KidsLoop in addressing the challenges of Marketing 4.0 era during the COVJD-19 pandemic. Amidst dramatic shifts in consumer behavior and rapidly changing business environments, companies need to adapt their communication approaches. The Marketing 4.0 approach, which integrates digital technology and data lo understand and engage with consumers, has become increasingly crucial. The COVID- 19 pandemic has accelerated the transition to digital platforms, and KidsLoop, as a brand focused on children and.families, faces unique challenges in communicating with their consumers. This study employs a qualitative approach with in-depth interviews of key stakeholders of KidsLoop and content analysis of their social media during the pandemic. The .findings reveal that KidsLoop ha�· revamped its communication strategy by emphasizing the availability of relevant online educational content for children and parents. They have also leveraged social media and digital platforms to build a strong online community. The research identifies various cha/,lenges faced by Kidsloop, including increased online competition and shifts in consumer preferences. The results of this study provide valuable insights for marketing communication practitioners operating in the Marketing 4. 0 era and during the pandemic. They can learn from KidsLoop's adaptive strategies in responding to changing consumer dynamics and dynamic business environments. This research also offers guidance to other companies seeking to understand the role of communication strategies in retaining and expanding their market share amidst shifting marketing paradigms.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44319110038
Uncontrolled Keywords: Strategi Pemasaran, Pemasaran, KidsLoop, COVID-19, Digital Marketing Communication Strategy, Marketing, Kid'sloop, Covid-19, Digital Marketing
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ZAIRA ELVISIA
Date Deposited: 27 Apr 2026 02:09
Last Modified: 27 Apr 2026 02:09
URI: http://repository.mercubuana.ac.id/id/eprint/102081

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