STRATEGI KOMUNIKASI PEMASARAN DAPRO STORE BEKASI DALAM USAHA PENINGKATAN PENJUALAN PRODUK

Pratiwi, Rossiantika (2023) STRATEGI KOMUNIKASI PEMASARAN DAPRO STORE BEKASI DALAM USAHA PENINGKATAN PENJUALAN PRODUK. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Marketing communication as a necessity for companies to develop all forms of products that will be produced by a company. Marketing communication itself is a two-way exchange of information between parties or institutions involved in marketing. . In the opinion of consumers who have shopped at the Dapro Store, this is one of the choices for the cheapest Cosmetics and Skincare stores in Narogong Bekasi. The store, which is located at Jalan Taman Narogong Indah, has already stepped on more than one year from 2021. The formulation of the problem in this research is how is the marketing communication strategy carried out by Dapro Cosmetics and Skincare Store Bekasi with the aim of research to find out the marketing communication strategy carried out by Dapro Store Bekasi Cosmetics and Skincare. The author uses a type of qualitative research with a descriptive approach method. The results of this study are that the communication strategy for the DAPRO Store Bekasi is very complex, from the mapping stage to strengthening the online marketing system so that the achievements of the DAPRO Store Bekasi can be felt by the public. Determining market segmentation DAPRO Store determines a general area with various social levels of society thereby being able to capture a comprehensive market, Market Positioning Dapro Store positions itself as a provider of beauty products that provides a variety of products that are the same as other competitors, Targeting Dapro Store determines targets target market as a sales strategy using the target market selection pattern (targeting) the pattern used is Selective Specialization and Product Specialization. Then Sales Promotion where Dapro Store implements the sales promotion concept to increase sales quantity figures offline as well as sales promotion tools used by Dapro Store..

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