STRATEGI KOMUNIKASI PEMASARAN MENGGUNAKAN MEDIA SOSIAL INSTAGRAM (Studi Deskriptif Kualitatif Pada Online Shop @po_bouquet)

Zaid Munthoha, NIM.: 13730034 (2020) STRATEGI KOMUNIKASI PEMASARAN MENGGUNAKAN MEDIA SOSIAL INSTAGRAM (Studi Deskriptif Kualitatif Pada Online Shop @po_bouquet). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Online selling falls into the marketing communication strategy category. Online sellers need a marketing communication strategy in order to survive the growing number of online sellers. Researchers are interested in researching PO Bouquet's online shop in Yogyakarta, an online shop that was just established in 2015 on September 21, 2020, and has 14,200 followers. The researcher wanted to do research using a SWOT analysis of the online shop PO Bouquet. The purpose of this study was to determine PO Bouquet's marketing communication strategy using Instagram social media and to find out the SWOT analysis of PO Bouquet's marketing communication strategy using Instagram social media. This type of research is descriptive qualitative. The research subject was the online shop Po Bouquet, the research object was the owner of Po Bouquet. Data collection techniques are interviews, observation and documentation. Data analysis techniques use data reduction, data presentation, and drawing or testing conclusions. The data validity technique used by the researcher was the triangulation of data sources. The results of the SWOT analysis research on PO Bouquet, the strengths to post regularly on Instagram, besides that PO Bouquet also uses celebgram services by endorsing. Weaknesse), some PO Bouquet products are pre-ordered or must be made first, so that some buyers do not order PO Bouquet. Opportunities PO Bouquet in implementing marketing communication strategies, among others, by opening opportunities to become a reseller of PO Bouquet. Threats, PO Bouquet is another online bouquet shop that sells similar products to PO Bouquet. The marketing communication strategy used by PO Bouquet included marketing through Instagram social media, in addition to using the Facebook social media. PO Bouquet also uses market places such as shopees to do marketing. The marketing communication strategy via Instagram that is used by PO Bouquet is by posting regularly using endorsement services and using paid Instagram ads.

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