PENGELOLAAN PROGRAM KOMUNIKASI PEMASARAN PT ELANG PRIMA RETAILINDO DALAM MEMPERTAHANKAN CORPORATE BRAND OSHOPTV

DAMAYANTI, ASTRI (2024) PENGELOLAAN PROGRAM KOMUNIKASI PEMASARAN PT ELANG PRIMA RETAILINDO DALAM MEMPERTAHANKAN CORPORATE BRAND OSHOPTV. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT Elang Prima Retailindo as a company operating in the online retail shopping sector which carries out marketing and sales activities through television broadcasts must face market developments with an increase in digital users which has influenced the decline in television enthusiasts. This decline in interest in television has influenced Oshoptv's marketing activities to become unstable and experience a decline, which if left unchecked could cause a crisis for the company. With this problem, PT Elang Prima Retailindo is managing marketing communications programs as an effort to maintain the Oshoptv company brand in market competition. This research uses descriptive research with a qualitative approach. In collecting research data, researchers conducted interviews with key informants and informants as well as some secondary data in the form of journal and website quotes. And data validity techniques use data source triangulation. By using the Cutlip and Center theory to determine the management of PT Elang Prima Retailindo's marketing communications program in maintaining the Oshoptv company brand. The results of this research show that PT Elang Prima Retailindo, in maintaining the Oshoptv corporate brand, manages marketing communication programs in the form of collaborative activities with KOL for marketing and promotions, exclusive live streaming with the brand, and the KOCER program (influencer collaboration), and from the results of interviews with several customers Oshoptv regarding the programs carried out, customers give positive responses to the programs that have been carried out. Keywords : Management Brand, Customer Relations, Corporate Brand. PT Elang Prima Retailindo sebagai perusahaan yang bergerak di bidang retail online shopping yang melakukan kegiatan pemasaran dan penjualannya melalui siaran televisi harus mengahadapi perkembangan pasar dengan adanya peningkatan pengguna digital yang mempengaruhi berkurangnya peminat televisi. Penurunan peminat televisi ini mempengaruhi kegiatan pemasaran Oshoptv menjadi tidak stabil dan mengalami penurunan, yang jika dibiarkan dapat menyebabkan krisis pada perusahaan. Dengan adanya permasalahan ini PT Elang Prima Retailindo melakukan pengelolaan program komunikasi pemasaran sebagai salah satu upaya untuk mempertahankan corporate brand Oshoptv dalam persaingan pasar. Penelitian ini menggunakan jenis penelitian deskriptif dengan pendekatan kualitatif. Dalam pengambilan data penelitian, peneliti melakukan wawancara kepada key informan dan informan serta beberapa data sekunder berupa kutipan jurnal dan website. Dan teknik keabsahan data menggunakan triangulasi sumber data. Dengan menggunakan teori Cutlip and Center untuk mengetahui pengelolaan program komunikasi pemasaran PT Elang Prima Retailindo dalam mempertahankan corporate brand Oshoptv. Hasil penelitian ini menunjukan bahwa PT Elang Prima Retailindo dalam mempertahankan corporate brand Oshoptv melakukan pengelolaan program komunikasi pemasaran berupa kegiatan kerjasama dengan KOL untuk pemasaran dan promosi, live streaming eksklusif dengan brand, dan program KOCER (kolaborasi influencer), Dan dari hasil wawancara kepada beberapa customer Oshoptv mengenai program-program yang dijalankan, customer memberikan tanggapan yang positif terhadap program-program yang telah dilakukan. Kata Kunci : Management Brand, Customer Relations, Corporate Brand.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 24 175
NIM/NIDN Creators: 44218110112
Uncontrolled Keywords: Management Brand, Customer Relations, Corporate Brand.
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 21 Sep 2024 09:51
Last Modified: 21 Sep 2024 09:51
URI: http://repository.mercubuana.ac.id/id/eprint/91685

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