Strategi penggunaan social media Mini Indonesia dalam penjualan mobil mini

Wijaya, Yolenta Winda (2013) Strategi penggunaan social media Mini Indonesia dalam penjualan mobil mini. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand otomotif internasional bernama MINI baru secara resmi masuk ke Indonesia pada Juli 2011. Karena barunya MINI masuk ke Indonesia, MINI melakukan beberapa kegiatan promosi untuk salah satunya dengan melakukan kampanye MINI “Getaway” yang menggunakan media sosial untuk mendapatkan kesadaran dari masyarakat Indonesia. Hingga saat ini, MINI masih menggunakan menggunakan media sosial berupa Facebook, Twitter dan Youtube untuk membangun hubungan dengan penggunanya. Tetapi di setiap perusahaan komersil tentu mengharapkan penjualan yang tinggi. Adanya kenaikan penjualan antara tahun 2011 dan 2012 menjadikan penelitian ini menarik untuk diteliti. Penelitian ini dilakukan untuk mengetahui apakah penggunaan media sosial seperti Facebook, Twitter dan Youtube merupakan strategi yang tepat dalam menjangkau target market MINI. Penelitian ini mengunakan metode kualitatif deskriptif dengan metode studi kasus. Pengumpulan data dilakukan dengan studi kepustakaan dan wawancara mendalam. Pembahasan pada penelitian ini menggunakan SOSTAC model dari PR Smith untuk melakukan evaluasi dari kegiatan yang telah dilakukan oleh MINI. Dan hasil dari penelitian ini adalah penggunaan media sosial MINI belum mencapai tujuan yang diinginkan karena banyak dari pengguna MINI tidak mendapatkan informasi dari akun media sosial MINI. Sebaiknya, MINI meningkatkan frekuensi interaksi di akun sosial media yang digunakan, melakukan berbagai kuis dan membagikan hadiah merchandise MINI. / An international automotive brand named MINI came to Indonesia legally on July 2011. Since it was a new brand in Indonesia, they do some marketing activities and one of them is MINI “Getaway” campaign by using social media to increase the awareness of the brand in Indonesia. Until now, MINI still run their social media account from Facebook, Twitter and Youtube to build relationship with its customer. But in every commercial company the last goal is about increasing the sales. There are increase in sales between years 2011 and 2012 makes this research is more interesting. This research was done to know whether to know the social media such as Facebook, Twitter and Youtube is a good strategy to reach their customers. This research uses a descriptive qualitative method with a study case method. The data will be collected by in depth interview and study literature. The discussion in this study used the SOSTAC Model by PR Smith to conduct an evaluation of the activities that have been done by MINI. And the result of this research is the uses of social media hasn’t achieve the desire goal because of some of the customers didn’t get any information from MINI’s social media account. MINI ought to increasing the frequency of interaction with the customers by using the social media, do some quiz and giving the official merchandise as the presents for the participants.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wijaya, Yolenta WindaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuwu, Desideria Lumongga Dwihadiah LeksmonoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: strategies of MINI Indonesia using social media such as Facebook ; Twitter ; Youtube ; MINI car sales in Indonesia
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 07:41
Last Modified: 16 Oct 2018 07:41
URI: http://repository.uph.edu/id/eprint/1371

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