Nola, Rizo Ozavian (2021) Penerapan Strategi Komunikasi Pemasaran PT. Blue Ocean Heart Dalam Mempertahankan Penjualan Produk Handphone Vivo Di Masa Pandemi Covid-19. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Industri retail memiliki kontribusi cukup besar dalam perekonomian Indonesia. Kota Surabaya memiliki banyak perusahaan yang bergerak dalam bidang retail termasuk salah satunya perusahaan gadget. Namun, belakangan ini ditemukan jenis virus baru yang berasal dari Wuhan, China yang menyebabkan munculnya pandemi Covid-19 yang mempengaruhi banyak sektor kehidupan. Penerapan strategi komunikasi pemasaran memiliki peranan penting dalam memasarkan sebuah produk agar produk yang dipasarkan dapat diterima dengan baik oleh konsumen. Penelitian ini bertujuan untuk mengetahui penerapan strategi komunikasi pemasaran seperti apa yang dilakukan PT. Blue Ocean Heart dalam mempertahankan penjualan produk handphone vivo di masa pandemi Covid-19. Penelitian ini menggunakan pendekatan kualitatif dengan analisis deskriptif. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kualitatif dengan teknik pengambilan data menggunakan wawancara. Hasil dari penelitian ini menyimpulkan bahwa PT. Blue Ocean Heart menerapkan model komunikasi sirkular Charles E. Osgood yang didukung dengan strategi komunikasi pemasaran Philip Kotler dimana dalam proses komunikasi sirkuler yang ditandai adanya feedback membutuhkan setidaknya tiga unsur yaitu sumber, pesan dan sasaran yang dilakukan melalui sarana penyampaian pesan yang dijelaskan oleh Philip Kotler yaitu iklan, promosi, hubungan masyarakat dan pemberitaan, pemasaran langsung, dan penjualan pribadi sehingga perusahaan dapat mempertahankan penjualan. Kata Kunci: Penerapan, Komunikasi, Strategi Komunikasi Pemasaran, Covid-19.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Penerapan, Komunikasi, Strategi Komunikasi Pemasaran, Covid-19. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151700147 Rizo Ozavian Nola |
| Date Deposited: | 18 Jan 2022 01:37 |
| Last Modified: | 18 Jan 2022 01:37 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/13706 |
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