Breliana, Neza (2024) DISRUPSI DAN DIGITALISASI PASAR TRADISIONAL (Studi Kualitatif Penerapan Omni Channel di Pasar Turi Baru Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This research discusses the disruption and digitalization of traditional markets through a qualitative study of the implementation of omni channel at Pasar Turi Baru Surabaya. Pasar Turi Baru Surabaya is a traditional market that offers various kinds of clothing, food, household equipment, as well as products for children and adults. The main focus of this research is to describe the disruption and digitalization of traditional markets through a qualitative study of the implementation of omni channel at Pasar Turi Baru Surabaya. The aim of this research is to determine the disruption and digitalization of traditional markets through a qualitative study of the implementation of omni channel at Pasar Turi Baru Surabaya. The research method used is descriptive qualitative with data collection techniques through interviews, observation and documentation. The data analysis technique applied is data analysis according to Sugiyono using Omni channel theory. The research results show that Pasar Turi Baru Surabaya has implemented marketing communication strategies through offline channels, such as newsrooms and event sponsorships, as well as online channels such as TikTok and Instagram. As well as training with the TikTok team, it turns out that it still hasn't optimally restored the image of Pasar Turi Baru Surabaya, especially for traders. Thus, Pasar Turi Baru Surabaya is still unable to implement an Omni channel approach in its marketing communications strategy.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
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| Depositing User: | Neza Breliana Breliana | ||||||||
| Date Deposited: | 17 May 2024 03:25 | ||||||||
| Last Modified: | 17 May 2024 03:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22778 |
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