Strategi Promosi "Brendis Official" Dalam Penjualan di Shopee

Yoga, Salas Krisma (2023) Strategi Promosi "Brendis Official" Dalam Penjualan di Shopee. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

Universitas Islam 45 Bekasi Study of Communication Science Faculty of Communications, Literature, and Language 2022 Salas Krisma Yoga/41182037180047 “Promotion Strategy “Brendis Official” in Shopee” Under the guidance Saepudin 75, 1, 9, 2 The emergence of smartphones supported by the internet that is getting faster and easier to reach has an impact on changing shopping patterns among the public. Advances in technology triggered Brendis to welcome the opportunities that opened up from online marketing through Shopee. The purpose of this study is to analyze the planning and implementation of the communication strategy used by Brendis in marketing its products on Shopee. The method used in this study is a qualitative descriptive approach with SOSTAC analysis. With interview techniques, this study seeks to uncover the planning and execution of Brendis Official promotion strategy based on advertising indicators, sales promotion, public relations, personal sales, and direct marketing that are part of the promotion mix. The results in this study revealed that (1) the situation of Brendis Official is an online store that sells products which is produced by Brendis; (2) objectivity is carried out in accordance with the objectives of the company; (3) strategy is carried out by determining segmentation and target markets; (4) activity is carried out by selecting the type of advertising that is effective and promoting; (5) action is carried out in accordance with the plan; and (6) control is carried out by monitoring and evaluating feedback from consumers. The promotion mix is carried out by determining the form of advertising, providing discounts as sales promotions, building good relationships with consumers, activating the take-in feature as a personal sales step, and direct marketing by sending personal messages through the chat feature. Keywords: promotion mix, marketing, Shopee, SOSTAC, strategy.

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