Rahmawati, Ika (2024) STRATEGI KOMUNIKASI PEMASARAN PREMORI RETAIL PADA KOMUNITAS BE A FOUNDER DALAM MEMBANGUN COMMUNITY ENGAGEMENT MELALUI WHATSAPP. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The intense competition in the fashion industry drives companies to seek more innovative marketing strategies, one of which is community marketing. Premori Retail, a no-brand hijab supplier, established a customer community called Be a Founder to support customers who wish to start their own hijab business with their brand. Although this community successfully attracted many customers to join, issues arose regarding the low participation and engagement of members after they joined. This became a significant challenge for the company in achieving its marketing objectives and community development. This study aims to identify the factors influencing the low community engagement in the Be a Founder community and explore how the marketing communication strategies implemented by Premori Retail can enhance member engagement. Using a qualitative approach with a descriptive method, this research provides a comprehensive overview of the phenomenon. Data were collected through in-depth interviews and analyzed using the marketing mix 7P concept and the Spectrum of Public Participation to evaluate the effectiveness of marketing strategies and the level of member participation. The findings indicate that marketing strategies encompassing elements of product, price, promotion, place, as well as people, process, and physical evidence are designed to provide a positive customer experience. Furthermore, Premori Retail builds community engagement through educational content, consultation for feedback, gamification, collaboration in co-creation, and empowering the community through various events. The results of the study show that although initial customer interest in joining is high, there are still challenges in maintaining active participation in the community. Therefore, Premori Retail needs to improve communication strategies to be more personal and interactive, ensuring that each member feels valued and gains clear benefits from their participation. By utilizing more effective communication platforms, the company can enhance community engagement and achieve optimal marketing objectives.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HT Communities. Classes. Races |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ika Rahma wati | ||||||||
| Date Deposited: | 12 Dec 2024 07:16 | ||||||||
| Last Modified: | 12 Dec 2024 07:16 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32900 |
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