Aktivitas digital marketing Books & Beyond melalui media Instagram dan Tiktok dalam menghadapi era pandemi = Digital marketing activites of Books & Beyond through social media instagram and tiktok in facing the pandemic era

Vania, Christianne (2021) Aktivitas digital marketing Books & Beyond melalui media Instagram dan Tiktok dalam menghadapi era pandemi = Digital marketing activites of Books & Beyond through social media instagram and tiktok in facing the pandemic era. Bachelor thesis, Universitas Pelita Harapan.

	Text (TITLE.PDF) TITLE.PDF_watermark.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (ABSTRACT.PDF) ABSTRACT.PDF_watermark.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (362kB) | Preview
Preview	Text (ToC.PDF) ToC.PDF_watermark.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (929kB) | Preview
Preview	Text (CHAPTER1.PDF) CHAPTER1.PDF_watermark.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (841kB) | Preview
	Text (CHAPTER2.PDF) CHAPTER2.PDF_watermark.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (CHAPTER3.PDF) CHAPTER3.PDF_watermark.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (CHAPTER4.PDF) CHAPTER4.PDF_watermark.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (CHAPTER5.PDF) CHAPTER5.PDF_watermark.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (452kB)
Preview	Text (BIBLIOGRAPHY.PDF) BIBLIOGRAPHY_watermark.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (667kB) | Preview
	Text (APPENDICES.PDF) APPENDICES_watermark (1).pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (8MB)

Abstract

Dengan adanya pandemi Covid-19, munculah kewajiban untuk social distancing demi menjaga protokol kesehatan. Hal ini menjadi tantangan bagi perusahaan yang biasa menawarkan jasa atau produknya secara offline. Mereka harus beradaptasi dengan keadaan yang mendesak customer mereka untuk tetap di rumah. Adaptasi yang dapat mereka lakukan adalah dengan cara meningkatkan pemasaran dan penjualan melalui media digital. Hal ini mendorong mereka untuk fokus pada digital marketing. Salah satu perusahaan yang sebelum pandemi ini sangat fokus pada pemasaran dan penjualan offline adalah Books & Beyond. Perusahaan ini menutup delapan toko offline sejak adanya pandemi. Dalam mempertahankan bisnis pada situasi seperti ini, Books & Beyond perlu beradaptasi untuk lebih intens dalam pemasaran dan penjualan online. Dengan bidang studi komunikasi yaitu Integrated Marketing Communication, Pemagang membantu perusahaan ini dalam menangani digital marketing yang berfokus pada media sosial Instagram dan Tiktok. Tujuan utama Pemagang adalah meningkatkan konten interaksi yang menarik bagi media sosial Books & Beyond. / With the Covid-19 pandemic, there has been an obligation for social distancing to maintain health protocols. This is a challenge for companies that usually offer their services or products offline. They have to adapt to circumstances that urge their customers to stay at home. The adaptation they can make is by intensify marketing and sales through digital media. This encourages them to focus on digital marketing. One company that was very focused on offline marketing and sales prior to this pandemic was Books & Beyond. The company has closed eight offline stores since the pandemic. Therefore, they must increase marketing and sales with digital marketing. By majoring in Integrated Marketing Communication based on communication study, the Intern helps this company in handling digital marketing that focuses on social media especially in Instagram and Tiktok. The main aim of the Intern is to increase engaging interaction content for Books & Beyond social media.

Actions (login required)

View Item