Strategi word of mouth Dian Pelangi dalam memasarkan produk hijab melalui Hijabers Community = Dian Pelangi's word of mouth strategy to market hijab product through Hijabers Community

Sampulawa, Fadly Rachman (2013) Strategi word of mouth Dian Pelangi dalam memasarkan produk hijab melalui Hijabers Community = Dian Pelangi's word of mouth strategy to market hijab product through Hijabers Community. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan bisnis dalam industri fashion muslim, mengharuskan sebuah perusahaan untuk memiliki strategi promosi yang tepat guna untuk memasarkan produk yang dimiliki oleh perusahaan tersebut. Dari sekian banyak strategi promosi yang ada word of mouth merupakan strategi yang efektif dalam melakukan kegiatan promosi. Dian Wahyu Utami sebagai cerminan Dian Pelangi menggunakan personal source, expert sources, dan derived source sebagai sumber untuk mengimplementasikan word of mouth yang dijalankan oleh perusahaan. Dian Pelangi menggunakan teknik community marketing, influencer marketing, dan brand blogging untuk mendorong Hijabers Community melakukan word of mouth sehingga menghasilkan word of mouth yang positif. Dalam penelitian ini, peneliti menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Pengumpulan data penelitian dilakukan dengan cara in-depth interview serta observasi pada perusahaan Dian Pelangi. Dalam hal ini perusahaan Dian Pelangi juga membutuhkan tenaga khusus dalam bentuk SDM di bidang penjualan online untuk memperluas pasar. / Weighing competition in business, requires a company to run the business in a good way. Have a promotional strategy to market a product that is owned by the company. Of the many existing promotional strategy word of mouth is an effective strategy in conducting promotional activities. Dian Wahyu Utami as using a personal reflection source of Dian Pelangi use expert sources, and derived source to implement word of mouth company run by Dian Pelangi. Of the species of this present, it can be said Dian Pelangi has run a positive word of mouth. Dian Pelangi using community marketing, influencer marketing, and brand blogging techniques to encourage Hijabers Community to did word of mouth. From all the research conducted, it can be concluded that the word of mouth is an effective promotional activities for Dian Pelangi company. In this case the company, Dian Pelangi also requires specialized personnel in the form of human resources in the field of online sales to expand the market.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Sampulawa, Fadly RachmanUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Word of mouth ; Hijabers Community ; Dian Pelangi
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Meliza Faomasi Laoli
Date Deposited: 16 Oct 2018 07:36
Last Modified: 18 Dec 2019 04:37
URI: http://repository.uph.edu/id/eprint/1263

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