eprintid: 71643
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/16/43
datestamp: 2025-07-07 07:43:19
lastmod: 2025-07-07 07:43:19
status_changed: 2025-07-07 07:43:19
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Muhammad Rafi Zulfikar, NIM.: 21107030091
title: STRATEGI KOMUNIKASI PEMASARAN DIGITAL PLAZA AMBARRUKMO DALAM MENARIK MINAT KONSUMEN
ispublished: pub
subjects: 302.2
divisions: jur_ikom
full_text_status: restricted
keywords: Komunikasi Pemasaran, Strategi Komunikasi, Pemasaran Digital
note: Rahmah Attaymini, S.I.Kom., M.A
abstract: This research explores the digital marketing communication strategies implemented by Plaza Ambarrukmo in attracting consumers amidst the rapid advancement of digital technology and increasing competition from e-commerce platforms. As a leading shopping center in Yogyakarta, Plaza Ambarrukmo faces the challenge of maintaining its relevance by offering commercial and experiential value to consumers. Using a descriptive qualitative approach with the AISAS model (Attention, Interest, Search, Action, Share) as an analytical framework, this research aims to understand how Plaza Ambarrukmo integrates online and offline promotional efforts to increase consumer engagement and loyalty. The research method used is descriptive qualitative, with data collection techniques through in-depth interviews, field observations, and documentation. The results showed that Plaza Ambarrukmo successfully integrated online and offline promotion strategies effectively through social media such as Instagram and TikTok to attract attention and build consumer engagement. This digital strategy is not only able to increase consumer interest, but also encourage active participation and long-term trust in the brand. Plaza Ambarrukmo effectively utilizes digital platforms such as Instagram and TikTok to attract attention through creative visual content, engaging audiences with relevant promotions. The study concludes that digital marketing communications, when grounded in integrity and consumer-centered practices, not only increase consumer interest, but also build long-term brand trust. The results of this study provide valuable insights for retail businesses looking to implement ethical and impactful marketing strategies in the digital age.
date: 2025-05-23
date_type: published
pages: 142
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Muhammad Rafi Zulfikar, NIM.: 21107030091  (2025) STRATEGI KOMUNIKASI PEMASARAN DIGITAL PLAZA AMBARRUKMO DALAM MENARIK MINAT KONSUMEN.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/71643/1/21107030091_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/71643/2/21107030091_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf