Penerapan strategi push dan pull dalam membuat konten promosi produk kosmetik Cleya Beauty

Morgan, Sharon Virginie (2023) Penerapan strategi push dan pull dalam membuat konten promosi produk kosmetik Cleya Beauty. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (28kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (44kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (92kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (141kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (252kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (378kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (174kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (249kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

Abstract

Melihat perkembangan era digital yang semakin pesat, menjadikan perkembangan indusri kosmetik di Indonesia mengalami peningkatan dari tahun ke tahun, hal ini dapat dilihat dari peningkatan transaksi secara online produk kosmetik sebesar 80%. Apalagi dengan munculnya pandemi Covid-19 yang mengharuskan segala aktivitas menggunakan teknologi digital. Salah satu bentuk dari media digital yang banyak digunakan adalah platform media sosial. Kini media sosial banyak digunakan untuk penyebaran informasi sampai menjadi media pemasaran. PT Cleya Paras Kreasindo menjadi salah satu perusahaan yang bergerak dalam bidang industri kecantikan kategori kosmetik yang menggunakan media sosial sebagai media pemasarannya. PT Cleya Paras Kreasindo menggunakan media sosial Instagram dan TikTok sebagai media pemasaran produknya guna meningkatkan brand awareness. Pemagang ditempatkan pada divisi Content Creator Intern di PT Cleya Paras Kreasindo, dan bertanggung jawab dalam membuat konten promosi produk yang dapat membentuk citra. Maka dari itu, pemagang menerapkan aktivitas Marketing Public Relations dalam kegiatan content creator. Marketing Public Relations mempunyai tujuan segala proses komunikasi yang membentuk citra perusahaan dalam jangka panjang sehingga meningkatkan brand awareness yang dapat mendorong penjualan. Maka dari tujuan Marketing Public Relations tersebut, pemagang melakukan strategi pull dalam pembuatan konten produk (membentuk citra) dan strategi push dalam perluasan produk (mendorong penjualan) sehingga membangun brand awareness. / Seeing the rapid development of the digital era, the development of the cosmetic industry in Indonesia has increased from year to year, this can be seen from the 80% increase in online transactions for cosmetic products. Especially with the emergence of the Covid-19 pandemic which requires all activities to use digital technology. One form of digital media that is widely used is social media platforms. Now social media is widely used for disseminating information to become a marketing medium. PT Cleya Paras Kreasindo is one of the companies engaged in the beauty industry in the cosmetic category which uses social media as its marketing medium. PT Cleya Paras Kreasindo uses social media Instagram and TikTok as its product marketing media to increase brand awareness. The intern is placed in the Content Creator Intern division at PT Cleya Paras Kreasindo, and is responsible for creating product promotion content that can shape an image. Therefore, interns implement Marketing Public Relations activities in content creator activities. Marketing Public Relations has the goal of all communication processes that shape the company's image in the long term so as to increase brand awareness which can drive sales. So from the objectives of Marketing Public Relations, interns carry out a pull strategy in creating product content (shaping an image) and a push strategy in product expansion (encouraging sales) so as to build brand awareness.

Actions (login required)

View Item