Strategi Word of Mouth Indonesian Beauty Blogger dalam penjualan produk dan jasa Click House Beauty Care = Strategies Word of Mouth Indonesian Beauty blogger in the sales product and services Click House Beauty Care

Gianti, Silke (2014) Strategi Word of Mouth Indonesian Beauty Blogger dalam penjualan produk dan jasa Click House Beauty Care = Strategies Word of Mouth Indonesian Beauty blogger in the sales product and services Click House Beauty Care. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini berjudul Strategi Word of Mouth Indonesian Beauty Blogger dalam Penjualan Produk dan Jasa Click House Beauty Care. Penelitian ini bertujuan untuk menjelaskan proses pemilihan beauty blogger yang dipakai oleh Click House Beauty Care serta bagaimana proses word of mouth tersebut berjalan. Disamping itu, Peneliti juga ingin mengetahui kekuatan dari word of mouth ini sehingga dijadikan strategi bagi Click House Beauty Care dalam kegiatan promosinya. Teori dan konsep yang di pakai dalam penelitian ini adalah teori interaksi simbolik dengan pendekatan menggunakan paradigma konstruktivisme. Penelitian ini menggunakan metode kualitatif yang bertujuan untuk menjelaskan fenomena sedalam-dalamnya melalui pengumpulan data. Pengumpulan data yang dilakukan oleh Peneliti pun didapat dengan menggunakan dua metode yaitu wawancara mendalam dan observasi. Sumber informasi dalam penelitian ini adalah Brand Manager Click House Beauty Care. Kemudian Peneliti memilih informan dari kalangan Indonesian Beauty Blogger dan loyal customer Click House Beauty Care. Selain itu, untuk memperkuat penelitian yang Peneliti lakukan, Peneliti juga melakukan wawancara dengan dosen bidang pemasaran di Universitas Pelita Harapan. Selain metode wawancara mendalam dan observasi, Peneliti juga melakukan pengumpulan data secara sekunder. Pengumpulan data tersebut dilakukan dengan cara mengumpulkan data-data perusahaan yang terkait dengan penelitian yang Peneliti lakukan. Dari hasil penelitian yang Peneliti lakukan ditemukan bahwa strategi yang Click House Beauty Care gunakan dengan memanfaatkan word of mouth sudah cukup efektif dan efisien. Hal ini ditandai dengan peningkatan sales penjualan yang didapat oleh Click House Beauty Care. / This study entitled Strategies Word of Mouth Indonesian Beauty Blogger in the Sales Products and Services Click House Beauty Care. This study aims to explain the selection process used by beauty bloggers and how the word of mouth process is running. In addition, researchers also want to know the power of word of mouth that used as a strategy for Click House Beauty Care in their promotional activities. Theories and concepts used in this study is the theory of symbolic interaction by using a constructivism approach. This study used a qualitative method that aims to explain the phenomenon deeply through data collection. Data collection was conducted by the researcher obtained by using two methods: in-depth interviews and observation. Sources of information in this study is the Brand Manager Click House Beauty Care. Researchers select informants from among Indonesian Beauty Blogger and loyal customer Click House Beauty Care. In addition, to strengthen the researcher doing the research, researchers also conducted interviews with field marketing lecturer at Pelita Harapan University. In addition to in-depth interviews and observations, researchers also conducted secondary data collection. The data collection was done by collecting data related to the research firm the researcher did. From the result of the research, researchers found that the strategy Click House Beauty Care use by utilizing word of mouth is effective and efficient. It is proven by the increase of sales gained by Click House Beauty Care.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Gianti, SilkeNIM04120100097UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRondonuwu, Roy RobertNIDN0029105501UNSPECIFIED
Uncontrolled Keywords: Indonesian Beauty Blogger ; Word of Mouth ; Click House Beauty Care
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 Tina Fori Desiani M.
Date Deposited: 16 Oct 2018 07:57
Last Modified: 10 Nov 2020 08:33
URI: http://repository.uph.edu/id/eprint/1689

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