Wibisono, Abdi Gunawan (2020) STRATEGI KOMUNIKASI PEMASARAN THRIFT SHOP @LIBOMSTORE DI INSTAGRAM PADA MASA PANDEMI COVID-19. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Marketing communication is a tool used by sellers to persuade, provide information, and remind consumers directly or indirectly about the products offered. Also, as a guide on how these products will be used for the purposes of targeted consumers. In the current pandemic conditions shopping is very difficult to do. Due to the implementation of community activity restrictions (PPKM), transaction activities are strictly limited to reduce the current spread of Covid-19. This government's policy hampering the buying and selling transaction by direct contact or offline shopping. The @libomstore account is of one the affected business. This account is active in the thrift shop (a shop that sells secondhand articles) which has 33,500 followers on Instagram. The purpose of this study was to determine the marketing communication strategy for the @libomstore account product during the Covid-19 pandemic. This research uses descriptive-qualitative method, then the data type uses primary and secondary data. Data was collected through literature research and field research which included observation, documentation, and in-depth interviews. The documentation source in this study is the information from @libomstore Instagram account. Researchers used a form of source triangulation by interviewing shop owners and marketing strategists. The focus of this research is to analyze the @libomstore Instagram account using social media marketing analysis, brand awareness, brand identity, and the 7C Framework. The results show that @libomstore's strategy in social media marketing is to maximize the use of Instagram features according to their function. Then to create brand awareness, @libomstore still shows the identity of the store with the tagline "Bekas tapi Berkelas" and the yellow color which is its trademark. Insight and engagement evaluations were carried out to expand the accounts reached, so that more people are aware of the @libomstore Instagram. A marketing communication strategy made by observing the outside situation and during the Covid-19 pandemic. One way is to optimize online sales or marketplaces, educate customers about the product sterility, and make various kinds of promos. Overall, @libomstore account uploads fulfill six of the total seven elements contained in the 7C Framework. Fulfilled elements are context, content, community, communication, connection, and commerce, while the elements that are not fulfilled are customization. Keywords: Social Media Marketing, Instagram, Covid-19 Pandemic, Brand Awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Abdi Gunawan Wibisono | ||||||||
| Date Deposited: | 25 Aug 2022 08:29 | ||||||||
| Last Modified: | 25 Aug 2022 08:29 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8859 |
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