Amin, Maulana Ferdy Ashshobuur (2025) Penerapan Bauran Promosi Digital Untuk Meningkatkan Penjualan Kaspa Kids di Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The digital transformation in recent years has changed the way businesses operate, particularly in the children's fashion industry, which is influenced by social media trends and digital consumer behavior. Amidst market competition and rapidly changing consumer preferences, relevant and adaptive promotional strategies are crucial for increasing competitiveness. This study highlights the role of the digital promotional mix as an integrated strategy to drive sales, focusing on Kaspa Kids in Sidoarjo, which utilizes the TikTok platform in its marketing campaigns. The study used a qualitative approach with a case study method to understand the phenomenon in depth. Data were collected through interviews with the owner and two marketing employees, observations of Kaspa Kids' TikTok content, and sales and promotional documentation. The theoretical framework refers to the promotional mix concept according to Kotler and Keller, which includes advertising, sales promotion, personal selling, public relations, and direct marketing. The results show that strategies such as TikTok Ads, promotional videos, collaboration with affiliates, live streaming with trained hosts, and TikTok's interactive features increase consumer engagement and expand the market. Promotions such as psychological discounts, cashback, gifts, bundling, and flash sales successfully attract purchase interest. Social activities help build a positive image, while direct marketing via instant messaging strengthens personal communication with customers. The strategic and consistent integration of the five promotional elements has been proven to increase the effectiveness of digital marketing. This study contributes to the literature on social media-based digital marketing and provides practical guidance for MSMEs in utilizing digital platforms to achieve business goals. In conclusion, the digital promotional mix strategy has a significant impact on the growth of Kaspa Kids. Future research is recommended to explore consumer data-driven strategies for more personalized and targeted marketing. Keywords: digital promotion mix; TikTok; marketing strategy; sales; MSMEs.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics L Education > LB Theory and practice of education |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Maulana Ferdy Ashshobuur Amin | ||||||||
| Date Deposited: | 10 Jul 2025 02:29 | ||||||||
| Last Modified: | 10 Jul 2025 02:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39364 |
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