Strategi promosi biteme rainbow cake lewat media sosial

Cindy, Cindy (2013) Strategi promosi biteme rainbow cake lewat media sosial. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan pengunaan internet telah dapat di lihat sejak tahun 2011. Dari 20% pengguna internet di Indonesia, sebanyak 83% nya adalah pengguna media sosial, sehingga media sosial memiliki peranan penting dalam dunia pemasaran, khususnya untuk melakukan kegiatan promosi. Pada April 2012, fenomena rainbow cake sempat menghebohkan para pencinta kuliner. BiteMe Rainbow Cake merupakan home industry yang bisa dibilang yang pertama mempopulerkannya. Ditengah fenomena penggunaan media sosial sebagai sarana promosi dan fenomena demam rainbow cake, BiteMe Rainbow Cake hadir dengan memanfaatkan kedua fenomena tersebut. Metode penelitian yang digunakan peneliti dalam tugas akhir ini adalah metode kualitatif deskriptif, dengan jenis penelitian studi kasus. Dalam penelitian ini, peneliti menggabungkan konsep proses perencanaan IMC (Belch & Blech, 2009) dan proses manajemen (Hasibuan, 2001), serta internet marketing komunikasi tools (Strauss et al, 2006) untuk membahas strategi promosi BiteMe lewat media sosial. Hasil dari studi kasus ditemukan bahwa owner memiliki peranan yang penting dalam proses startegi promosi yang di jalankan. Owner melakukan proses Learning by doing selama strategi promosi lewat media sosial dilakukan. Pengunaan media sosial yang bersifat transparansi dan multi opini menuntut owner untuk lebih mengawasi strategi promosi lewat media sosial, yang mana hal ini menjadi kendala bagi owner karena keterbatasan waktu yang dimiliki. / Growth in the use of internet has been able to see since 2011. Of the 20% of internet users in Indonesia, as much as 83% are users of social media, so that social media has an important role in the marketing world, especially for a promotion. In April 2012, the phenomenon of rainbow cake had horrendous culinary lovers. BiteMe Rainbow Cake is a home industry is arguably first popularized it. Amid the phenomenon of using social media as a promotional tool, and the phenomenon of rainbow cake fever, BiteMe Rainbow Cake comes with the use of these two phenomena. The research method used in this thesis research is descriptive qualitative method, the type of case study research. In this study, researchers are combining the concept of IMC planning process (Belch & Belch, 2009) and process management (Hasibuan, 2001), as well as internet marketing communication tools (Strauss et al, 2006) to discuss strategies BiteMe promotion through social media. The results of the case study found that the owner had an important role in the promotion strategy on the run. Owner Learning-by-doing process for promotion strategies through social media do. The use of social media are demanding transparency and multiple opinions to better oversee owner promotional strategy through social media, in which it becomes an obstacle for the owner because of the limited time they have.

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