Strategi komunikasi pemasaran ovo dalam mensosialisasikan ovo sebagai alat transaksi digital

Astuti, Ririn Yuli (2019) Strategi komunikasi pemasaran ovo dalam mensosialisasikan ovo sebagai alat transaksi digital. Masters thesis, Universitas Pelita Harapan.

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Abstract

OVO provides digital transactional solutions using applications via cell phones, therefore, the purpose of this study is to explore, describe, and analyze OVO's marketing communication strategy in promoting OVO as a digital transaction tool. The researcher used the concept of Integrated Marketing Communication (IMC) to analyze this research, and the type of research used was the method of qualitative content analysis. Data collection is done by using interviews, observation, and documentation studies. The conclusion of all the marketing communication strategies that have been carried out, based on the findings, shows that the most prominent marketing communication strategy that appears to produce results is by distributing marketing and sales teams to the field. Suggestions from researchers, do not let the strategy actually make the audience experience a bad experience, because the public is aware of the existence of OVO, not necessarily they want to use OVO, especially if they have had previous bad experiences, and OVO must continue to pay attention to audiences who are already users, in order to make OVO users want to promote OVO voluntarily to their relatives, thus benefiting OVO itself, because it creates word of mouth communication. / OVO memberikan solusi bertransaksi secara digital dengan menggunakan aplikasi melalui telepon seluler, oleh sebab itu, tujuan dari penelitian ini adalah untuk mengeksplorasi, mendeskripsi, dan menganalisis strategi komunikasi pemasaran OVO dalam mensosialisasikan OVO sebagai alat transaksi digital. Peneliti menggunakan konsep Integrated Marketing Communication (IMC) untuk menganalisis penelitian ini, dan jenis penelitian yang digunakan adalah metode analisis isi kualitatif. Pengumpulan data dilakukan dengan menggunakan wawancara, observasi, dan studi dokumentasi. Kesimpulannya dari semua strategi komunikasi pemasaran yang telah dilakukan, berdasarkan hasil temuan menunjukkan, bahwa strategi komunikasi pemasaran yang paling mengemuka dan terlihat membuahkan hasil adalah dengan menyebarkan tim marketing dan sales ke lapangan. Saran dari peneliti, jangan sampai strategi yang dilakukan justru membuat khalayak mengalami pengalaman buruk, karena khalayak yang sadar akan keberadaan OVO, belum tentu mereka mau menggunakan OVO, apalagi jika sudah mengalami pengalaman buruk sebelumnya, serta OVO harus terus memperhatikan khalayak yang sudah menjadi pengguna, agar bisa membuat para pengguna OVO mau mempromosikan OVO dengan sukarela ke kerabat mereka, sehingga menguntungkan OVO itu sendiri, karena menciptakan komunikasi dari mulut ke mulut.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Astuti, Ririn YuliNIM00000031892UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWinter, Riani E. InkiriwangNIDN9903014780UNSPECIFIED
Additional Information: T 89-16 AST s
Uncontrolled Keywords: Integrated Marketing Communication (IMC) ; Marketing Communication Strategy ; OVO
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 06 Nov 2019 04:01
Last Modified: 16 Aug 2021 03:56
URI: http://repository.uph.edu/id/eprint/4969

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