KREATIVITAS BAURAN PROMOSI PADA TIM TENAGA PENJUAL PERUSAHAAN RETAIL SMARTPHONE DALAM MASA PANDEMI COVID-19 (Studi Kasus Intrinsik Pada PT. World Innovative Telecommunication OPPO Cikarang)

Mardiansyah, Iis (2022) KREATIVITAS BAURAN PROMOSI PADA TIM TENAGA PENJUAL PERUSAHAAN RETAIL SMARTPHONE DALAM MASA PANDEMI COVID-19 (Studi Kasus Intrinsik Pada PT. World Innovative Telecommunication OPPO Cikarang). S2 thesis, Universitas Mecu Buana Jakarta - Menteng.

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Abstract

The Pandemic Covid-19 has had a huge impact on the economy. Cikarang was included in the Black and Red Zone during the Covid-19 Pandemic in 2020 and 2021. Previously, OPPO was also known to the public thanks to promotional activities that attracted attention by using a promotional mix that was very easy to meet and see in the field. The purpose of this research is to find out, reveal and explain about the creativity of the promotional mix on the Smartphone Sales Team during the Covid-19 Pandemic at the PT World Innovative Telecommunication OPPO Cikarang company. The concept used in this research is the concept of creativity, which is an initiative towards a product or process that is useful, correct, appropriate and valuable towards a more heuristic task, namely something that is an incomplete guide, guide, or guide that will lead us to understand, learn, or discover something new Creativity is an important resource in creating competitiveness for all organizations concerned with growth and change and the promotional mix consists of 8 models summarized from Kotler and Keller's book, namely Advertising/Advertising,Sales Promotion,Events and Experiences,Public Relations,Personal Selling,Direct Marketing,Interactive marketing and Word of mouth Marketing. This type of research is qualitative research with a constructivist paradigm, using the intrinsic case study method. The results of this research are OPPO Cikarang. Carry out several preparatory processes before carrying out the Promotion program by making Planning, Implementation of Promotional Mix and Creativity of Promotional Mix, Promotional Mix Implementation Media, and Evaluation and Results. OPPO Cikarang in planning makes quick decisions to be able to adapt to conditions such as the Covid-19 pandemic where many changes and transformations are carried out by personal selling as the OPPO sales force team to do some creativity in the promotional mix so as to increase sales. Promotional mix transformation activities are more focused on social media marketing users who in the future are expected to be more professional and in accordance with company goals in order to produce a good brand image and become a brand of interest. Keyword:Promotional Mix, Creativity, Personal Selling,Pandemi Covid-19 Pandemi Covid-19 memberi dampak amat besar pada sektor ekonomi. Cikarang sempat masuk dalam Zona Hitam dan Merah pada Pandemi Covid-19 pada tahun 2020 dan 2021. Sebelumnya OPPO juga di kenal masyarakat berkat kegiatan-kegiatan promosi yang sangat menarik perhatian dengan menggunakan bauran promosi yang sangat mudah untuk di temui dan di lihat di lapangan. Maksud dari penelitian ini adalah ingin mengetahui, mengungkap dan menjelaskan tentang kreativitas bauran promosi pada tim Tenaga Penjual Smartphone dimasa Pandemi covid-19 pada perusahaan PT World Innovative Telecommunication OPPO Cikarang. Konsep yang di gunakan pada penelitian ini yaitu Konsep Kreativitas yaiutu inisiatif terhadap suatu produk atau proses yang bermanfaat, benar, tepat dan bernilai terhadap suatu tugas yang lebih bersifat heuristic yaitu sesuatu yang merupakan pedoman, petunjuk, atau panduan yang tidak lengkap yang akan menuntun kita untuk mengerti, mempelajari, atau menemukan sesuatu yang baru Kreativitas merupakan sumber penting dalam penciptaan daya saing untuk semua organisasi yang peduli terhadap growth (pertumbuhan) dan change (perubahan) dan Bauran promosi (promotional mix) terdiri dari 8 model dirangkum dari buku Kotler dan Keller yaitu Iklan/Advertising,Promosi Penjualan,Acara dan Pengalaman, Hubungan Masyarakat, Penjualan Personal, Pemasaran langsung, pemasaran Interekatif dan Pemasaran Dari mulut ke mulut. Jenis Penelitian yaitu Penelitian Kualitatif dengan Paradigma Kontruktivis, Dengan menggunakan metode Studi kasus Intrinsik. Hasil Penelitian ini yaitu OPPO Cikarang Melakukan beberapa proses persiapan sebelum melakukan program Promosi dengan cara membuat Perencanaan,Implementasi Bauran promosi dan Kreativitas bauran Promosi, Media Implementasi Bauran Promosi, dan Evaluasi dan Hasil. OPPO Cikarang dalam Perencanaan melakukan pengambilan keputusan yang cepat untuk bisa beradaptasi dengan keadaan seperti Pandemi Covid-19 yang mana perubahan dan tranformasi yang dilakukan banyak di lakukan oleh personal selling sebagi tim tenaga penjual OPPO untuk melakukan beberapa kreativitas bauran promosi sehingga dapat meningkatkan penjualan. Kegiatan tranformasi Bauran promosi lebih di titik beratkan pada penggunna sosial media marketing yang kedepannya di harapkan mampu lebih profesional dan sesuai dengan tujuan perusahaan agar bisa menghasilkan citra merek yang baik dan menjadi merek yang diminati. Kata Kunci : Bauran Promosi, Kreativitas, Penjualan Personal, Pandemi Covid-19

Item Type: Thesis (S2)
NIM/NIDN Creators: 55219120043
Uncontrolled Keywords: Promotional Mix, Creativity, Personal Selling,Pandemi Covid-19. : Bauran Promosi, Kreativitas, Penjualan Personal, Pandemi Covid-19
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: MYTHA ALVIANA SARI
Date Deposited: 15 Jun 2022 07:29
Last Modified: 15 Jun 2022 07:29
URI: http://repository.mercubuana.ac.id/id/eprint/63411

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