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STRATEGI KOMUNIKASI PEMASARAN ONLINE SHOP DALAM MENARIK MINAT PEMBELI (Studi pada Media Pemasaran Instagram Online Shop Giyomi)

Larasati, Novi Hardita (2018) STRATEGI KOMUNIKASI PEMASARAN ONLINE SHOP DALAM MENARIK MINAT PEMBELI (Studi pada Media Pemasaran Instagram Online Shop Giyomi). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Communication Strategy in Attracting Customers’ Interest The background of this research entitled “Online Shop Marketing Communication Strategy in Attracting Customers’ Interest” is the researcher perspective about the marketing communication strategy used, mainly in attracting the customers’ interest. In conducting marketing, there are always programs and strategies used to run the communication. The objective of this research is to know the marketing communication strategy used by Giyomi Online Shop to attract the customers’ interest. In this research, the researcher used marketing communication approaches with Marketing Strategy theory and also New Media from Pierre Levy. The research method used was qualitative research approach with descriptive type, two persons were the subject research whom chosen based on purposive sampling technique with the criteria were determined by the researcher. The data obtained from interview, observation and the researcher’s documentation. The data analysis technique used interactive model from Miles and Huberman with the validity test was using data resource triangular. The researcher focused the research on the media used by Giyomi in attracting the customers’ interest. So, the research result was all the subjects had their own ways in doing their marketing communication strategy with the customers. The researcher concluded that there were four kind of ways the subjects did namely endorsement, Bazaar Product Demonstration or Tour, Promo Offers or Discounts and Sponsorship to attract the customers’ interest on media of Giyomi Instagram.

Item Type: Thesis (Bachelors Degree (S1))
Additional Information: 201410040311055
Uncontrolled Keywords: Marketing Media, New Media Theory, Marketing
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 09 Jan 2019 03:55
Last Modified: 09 Jan 2019 03:55
URI : http://eprints.umm.ac.id/id/eprint/43078

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