Hala Amira Sadiah, . (2021) STRATEGI KOMUNIKASI PEMASARAN AEON MALL BSD CITY DALAM MENINGKATKAN JUMLAH PENGUNJUNG DI MASA PANDEMI COVID-19. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The COVID-19 pandemic has caused shopping centers to suffer losses estimated at 6 trillion. One of the shopping centers that suffered losses was AEON Mall BSD City, a mall from Japan which also experienced a decrease in traffic (number of visitors). So AEON Mall BSD City is trying to increase traffic through a marketing communication strategy. This study aims to determine the marketing communication strategy carried out by AEON Mall BSD City in increasing the number of visitors during the COVID-19 pandemic. This study uses a qualitative approach with descriptive research and case study methods. This research was analyzed by using the STOP-SIT analysis model. The marketing communication strategy carried out by AEON Mall BSD City to increase the number of visitors through 6 marketing communication tools, namely: advertising, public relations, sales promotion, direct marketing, sponsorship, and personal selling
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 170411005] [Dosen Pembimbing Utama : Windhi Tia Saputra] [Dosen Pembimbing Pendamping : Ratu Laura Mulia] Baskara Putri [Dosen Penguji 1 : Windhi Tia Saputra [Dosen Penguji 2 : Siti Maryam] [Dosen Penguji 3 : Ratu Laura Mulia Baskara Putri] |
| Uncontrolled Keywords: | Marketing Communication Strategy, Shopping Center, COVID-19 Pandemic |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Hala Amira Sadiah |
| Date Deposited: | 04 Oct 2021 07:31 |
| Last Modified: | 04 Oct 2021 07:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/12316 |
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