Implementasi digital marketing yang digunakan oleh RUPARUPA.COM dalam meningkatkan penjualan

Setiawan, Timothy (2020) Implementasi digital marketing yang digunakan oleh RUPARUPA.COM dalam meningkatkan penjualan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Development technology in Indonesia continuous to grow each year and create an impact to automotive, telecommunication, and even shopping world industries. One of newest technology development that can be felt by all Indonesian is e-commerce and was introduced in 2009 to the market. Booming of e-commerce is changing the game in retail industries which create a transition from offline to online world. Many local stores gave up and started doing e-commerce due to effectiveness, cheaper price, and most importantly more practical than a conventional store. This development creates a digital marketing into Marketing Communication concept. Many organizational and companies are improvised to serve their customer to survive in a competitive trading war. The concept of digital marketing is changing each day following the development of technology from 4P’s, to 7P’s, and now as the world enter a digital world, comes 10P’s to the market as a new concept. PT. Kawan Lama Group answer this war with their new sister company called Omni Digitama Internusa Industries that moves in e-commerce business especially in furniture and industrial equipment. They called it RupaRupa.com and have a segmented customer with middle and above social economy. / Berkembangnya teknologi di Indonesia secara garis besar berdampak kepada banyak hal mulai dari transportasi, telekomunikasi, hingga berbelanja. Salah satu perkembangan teknologi yang sangat berdampak dalam kehidupan masyarakat adalah hadirnya e-commerce di pasar Indonesia. E-commerce mulai diperkenalkan di Indonesia pada tahun 2009 dan mulai berkembang serta diterima oleh masyarakat. Menjamurnya e-commerce di Indonesia mulai mengguncang banyak toko konvensional dan merubah budaya masyarakat Indonesia dalam berbelanja sehingga banyak toko tutup dan mulai beralih kepada e-commerce karena dinilai lebih efektif, murah, dan praktis untuk digunakan. Peralihan ini menyebabkan munculnya digital marketing kedalam konsep komunikasi pemasaran. Banyak perusahaan harus berimprovisasi dalam melayani konsumen agar tetap bertahan dalam perdagangan yang kompetitif. Konsep marketing mix terus berubah setiap harinya, dimulai dengan konsep 4P’s, 7P’s, dan saat ini menjadi 10P’s untuk menanggapi konsep digital marketing sebagai hal baru yang muncul setelah proses adaptasi masyarakat terhadap dunia digital. PT. Kawan Lama Group bertahan menghadapi persaingan pasar online dengan meluncurkan anak perusahaan baru bernama PT. Omni Digitama Internusa atau RupaRupa.com. RupaRupa.com hadir untuk menjawab tantangan e-commerce yang sedang menjamur di Indonesia dengan menjual beragam produk perkakas ringan dan furnitur secara online. RupaRupa.com juga hadir menjadi pemain baru dalam kelas target konsumen khusus dengan status ekonomi menengah hingga menengah keatas.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Setiawan, TimothyNIM00000024185tim_9623@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSumampouw, Carly SchefferNIDN0323117801UNSPECIFIED
Uncontrolled Keywords: technology ; e-commerce ; marketing mix ; digital marketing
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 1867 not found.
Date Deposited: 14 Jan 2020 06:37
Last Modified: 03 Aug 2020 03:06
URI: http://repository.uph.edu/id/eprint/6158

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