PUSPITASARI, FANI (2016) STRATEGI PROMOSI ONLINE SHOP MELALUI SOSIAL MEDIA DALAM MEMBANGUN BRAND ENGAGEMENT(Studi Kasus: Promosi Brand Sally Heart MelaluiAkunInstagram @ukhtisally). S3 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The development of social media currently used by many companies, organizations, and individuals to create an online shop. They use social media to communicate in promoting the products and the interaction between the company and its customers. Consumers in social media are more interactive, they might be persuaded to do something and be able to receive information from anyone. Companies that use social media need to collaborate with customers to promote their products so that it can make an entanglement between the two. Through the media and content co-creation is an innovation in creating products and experiences of collaboration between consumers and companies that are connected (Beyond Promotion) to build brand engagement. Based on this research, shop online promotional strategies used by Hijab Sally Heart using images and video content on the theme of Muslim and concepts of friendship to create communication with customers through social media Instagram as the media used. The implementation of the content is created, generating a spiritual emotional involvement between the online shop and the consumer. Keywords: Marketing Communications, PromotionStrategy, Internet Marketing, Social MediaInstagram, Brand Engagement Perkembangan media sosial saat ini banyak dimanfaatkan oleh perusahaan, organisasi, maupun perorangan untuk membuat online shop. Mereka menggunakan media sosial untuk berkomunikasi dalam mempromosikan produk dan interaksi antara perusahaan dengan konsumennya. Konsumen di media sosial lebih interkatif, mereka dapat diajak untuk melakukan sesuatu dan dapat menerima informasi dari siapapun. Perusahaan yang menggunakan media sosial perlu melakukan kolaborasi dengan konsumen dalam mempromosikan produk mereka sehingga dapat terjadi keterikatan antara keduanya. Melalui media dan co- creation konten merupakan inovasi dalam menciptakan produk dan pengalaman kolaborasi antara konsumen dengan perusahaan sehingga saling terhubung (Beyond Promotion) dan membangun brand engagement. Berdasarkan hasil penelitian, strategi promosi online shop yang dilakukan Hijab Sally Heart dengan menggunakan konten gambar dan video mengusung tema muslimah dan konsep persahabatan untuk menciptakan komunikasi dengan konsumennya melalui media sosial Instagram sebagai media yang digunakan. Dengan adanya implementasi konten yang dibuat, menghasilkan keterlibatan emosional secara spiritual antara online shop dan konsumen. Kata Kunci: KomunikasiPemasaran, StrategiPromosi, Internet Marketing, Media SosialInstagram, Brand Engagement.
| Item Type: | Thesis (S3) |
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| Call Number CD: | CDT-552-16-055 |
| NIM/NIDN Creators: | 55213110031 |
| Uncontrolled Keywords: | KomunikasiPemasaran, StrategiPromosi, Internet Marketing, Media SosialInstagram, Brand Engagement, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 07 Apr 2022 02:24 |
| Last Modified: | 27 Jun 2022 03:52 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59519 |
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