PROSES HIERARCHY OF EFFECT MODEL DALAM KOMUNIKASI PEMASARAN (STUDI DESKRIPTIF KUALITATIF PENGGUNAAN FASILITAS “BEBAS ONGKIR” DALAM PEMBELIAN DI LAZADA OLEH MAHASISWA UIN SUNAN KALIJAGA)

RAHMAT SHOLEH, NIM. 13730053 (2018) PROSES HIERARCHY OF EFFECT MODEL DALAM KOMUNIKASI PEMASARAN (STUDI DESKRIPTIF KUALITATIF PENGGUNAAN FASILITAS “BEBAS ONGKIR” DALAM PEMBELIAN DI LAZADA OLEH MAHASISWA UIN SUNAN KALIJAGA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In this increasingly advanced digital age, life is growing. This also happens to the world of commerce. Currently e-commerce is becoming a new breakthrough in the world of commerce. One of the first e-commerce to enliven the Indonesian market is Lazada, then followed by many e-commerce rivals. Various marketing communications are conducted in order to get consumers. One such marketing communication is the presence of free shipping for Lazada users. Lazada is not alone in using free delivery strategies, various e-commerce has also been using this way. This research describes the purchasing phenomenon in Lazada by UIN Sunan Kalijaga students using free ongkir facility which will be studied using the communication model of hierarchy of effect.

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