Tanggapan konsumen terhadap isi media promosi zalora Indonesia = Consumers response towards zalora Indonesias promotion media content

Farin, Felicia (2017) Tanggapan konsumen terhadap isi media promosi zalora Indonesia = Consumers response towards zalora Indonesias promotion media content. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring dengan kemajuan ilmu pengetahuan dan teknologi, sebuah perusahaan tidak lagi hanya dapat bergantung pada promosi melalui media cetak dan media elektronik tetapi juga sosial media. Pengguna internet di Indonesia hampir mencapai 90% dari total populasi yang berarti menandakan tingginya literasi internet di Indonesia. Hal tersebut dilihat sebagai peluang baru bagi Zalora Indonesia untuk dapat memperluas pasarnya dan meningkatkan minat beli consumer terhadap produk Zalora Indonesia melalui promosi lewat sosial media. Penelitian ini menggunakan analisa kualitatif dengan mencari korelasi antara jawaban responden terkait dengan penggunaan sosial media sebagai sarana promosi Zalora Indonesia. Hasil penelitian ini menunjukkan bahwa secara komponen kognitif konsumen wanita memiliki pandangan dan pikiran yang positif untuk Zalora Indonesia, secara komponen afektif mereka tertarik dan ingin mencoba berbagain informasi yang sebelumnya belum efektif disiarkan di sosial media, dan secara komponen konatif mereka ingin mendapatkan informasi rutin dari sosial media Zalora Indonesia./ Along with the increment of science and technology, a company could not depend on traditional promotion which is printed media and electronic media only, but also social media. The internet user in Indonesia almost reach 90% from total population, shows the high internet literacy in Indonesia. Those could be seen as a new opportunity for Zalora Indonesia to expand their market and increase buying interest of consumer towards Zalora Indonesia product through promotion in social media. The research use qualitative analysis that looking for the correlation between respondent answers and social media usage as a promotion tools of Zalora Indonesia. The result of the wiriting is in cognitive way, women consumer have its positive view and thought for Zalora Indonesia, in affective way they are interested and will try the informaton that they have not heard before, and in conative way they would like to get regular information from Zalora Indonesia' social media as one of the promotion tools.

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