Strategi Komunikasi Pemasaran @Ricellystore dalam Membangun Customer Trust via Instagram = @Ricelly Store‘S Marketing Communication Strategy in Building Customer Trust via Instagram

Ilyas, Muhammad (2022) Strategi Komunikasi Pemasaran @Ricellystore dalam Membangun Customer Trust via Instagram = @Ricelly Store‘S Marketing Communication Strategy in Building Customer Trust via Instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan Instagram sebagai media bersosialiasi, promosi, transaksi jual beli. Khususnya dalam transaksi jual beli di instagram diperlukan adanya trust. Namun realitanya adanya penyalahgunaan instagram sebagai alat penipuan yang berpengaruh terhadap kepercayaan konsumen. Ricellystore yang merupakan perusahaan baru bergerak pada sektor gawai mampu membangun kepercayaan masyarakat dalam waktu relatif singkat dengan membuktikan angka penjualan yang meningkat signifikan setiap bulannya. Pada penelitian ini, peneliti menggunakan teori bauran pemasaran (marketing mix) yaitu product, price, place, dan promotion dengan pendekatan kualitatif deskriptif. Dalam memperoleh data melalui metode wawancara, observasi, dan dokumentasi. Dari hasil penelitian, ricellystore dalam membangun kepercayaan dengan memanfaatkan media sosial, transparansi pada semua produk, tata krama yang baik kepada semua customer, dan after sales yang menjamin terhadap produknya. Hal ini berpengaruh terhadap word of mouth dari customer ke calon customer lainnya./Instagram is a social media tool for promotion, buying, and selling transactions. When it comes to buying and selling transactions on Instagram, trust is needed between all parties. However, there is an abuse of Instagram as a fraudulent tool that affects consumer trust. Ricellystore, a new company engaged in the gadget sector, was able to build public trust in a short time by getting a significant increase in sales every month. In this study, researchers used a descriptive qualitative approach to use the marketing mix theory, namely product, price, place, and promotion. Based on data collected through interviews, observation, and documentation, Ricellystore builds trust by utilizing social media, giving transparency on all products, having good manners to all customers, and providing after�sales guarantees for their products. These practices affect word of mouth from customers to other potential customers.

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