Strategi Komunikasi Pemasaran Toko Online "Warung Used" dalam Menghadapi Persaingan Pasar di Marketplace Tokopedia

Tita, Gracesia (2023) Strategi Komunikasi Pemasaran Toko Online "Warung Used" dalam Menghadapi Persaingan Pasar di Marketplace Tokopedia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kemajuan teknologi dan informasi merupakan salah satu perubahan yang cukup signifikan di dunia, dan dapat mempengaruhi berbagai sektor kehidupan. Salah satu perubahan yang terjadi yaitu pada pola konsumsi umat manusia, terutama dalam suatu Marketplace. Manusia dapat secara bebas untuk melakukan pola konsumsi terutama melalui Marketplace, hal ini menjadi sebuah tantangan bagi pelaku usaha Marketplace dalam menghadapi persaingan usaha dalam Marketplace untuk memasarkan produk atau jasa. Warung Used merupakan salah satu toko online yang menjual produknya melalui Marketplace Tokopedia. Penelitian ini dilakukan untuk mengetahui bagaimana strategi pemasaran yang dilakukan oleh Warung Used dalam menghadapi persaingan usaha dalam Marketplace Tokopedia dengan mengandalkan media iklan serta melakukan promosi berulang. Penelitian ini menggunakan metode penelitian kualitatif dengan studi kasus serta pendekatan deskriptif secara mendalam. Sumber data primer dari penelitian ini adalah wawancara dengan informan utama yaitu pemilik dari Warung Used dan Admin Warung Used. Hasil dari wawancara, peneliti menemukan bahwa selalu melakukan research market, menstabilkan harga, melakukan promosi, advertising, serta mempertahankan rating dan ulasan merupakan strategi yang membantu Warung Used dalam menghadapi persaingan usaha di Marketplace Tokopedia./ The development of technology and information are one of the significant transformation in today’s world, and it impacts all of the sector of life. One of the transformation are happened to the pattern of how people consume on a products or services, especially through Marketplace as what they wants, and that become one of the challenge for all business owner on Marketplace to face the business competition to promote their products or services. Warung Used is one of the online shop who sell their product through Marketplace Tokopedia. This research is to knowing how marketing strategy from Warung Used to face the business competition at Marketplace Tokopedia within rely on advertising and doing promotion repeatedly. This research is using the qualitative method within the case study and descriptive approach. The primary source from this research is interviews with the main informants are the owner of Warung Used and the Admin of Warung Used. Based on the result of the interviews, the researcher found that doing the research market, always stable the price, doing promotion and advertising, also maintain the ratings and reviews are the marketing strategy to helped Warung Used to maintain their business and face the business competition on Marketplace Tokopedia.

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