Analisis Komunikasi Pemasaran Digital Pada Platform Belanja Impor Ocistok

Wardah Aliyah Sidik, . (2024) Analisis Komunikasi Pemasaran Digital Pada Platform Belanja Impor Ocistok. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Indonesian public interest in the purchase of imported products has increased significantly. An Indonesian Institute of Science (LIPI) survey revealed that the main factor that motivates consumers to buy imported products is a lot of rare products that are rarely found in Indonesia but remain affordable. According to the Indonesian Central Statistical Agency, China is the dominant country in Indonesia's import value, reaching US$40.72 billion. In view of the opportunity, Ocistok is presented as a solution to make it easier for consumers to get Chinese imported products with a shopping experience as easy as it is in the marketplace. Digital marketing communications became Ocistok's attempt attract consumer interest in registering through the website and using the Ocistok services. The research aims to find out how the implementation of digital marketing communications on the Ocistok import spending platform uses the AISAS digital marketing communication model. The research method used is qualitative-descriptive, using primary and secondary data sources. The researchers used three stages of data analysis, according to Miles & Huberman, namely data reduction, data presentation, and conclusion withdrawal (Sugiyono, 2017). Validity techniques to verify research data are performed through source triangulation. Research results show that Ocistok has not fully successfully implemented the AISAS digital marketing model optimally. Although there is maximum effort at a certain stage through digital advertising, social media organic, and SEO, there are still constraints such as the occurrence of ads fatigue and the lack of educational content about the length of delivery time. Ocistok is also faced with many service-related complaints, so they conduct customer satisfaction surveys to evaluate and strengthen eWoM (electronic word of Mouth) with positive comments from consumers.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2010411030] [Pembimbing: Puri Bestari Mardani] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Garcia Krisnando Nathanael]
Uncontrolled Keywords:	Import Shopping Platform, Digital Marketing Communications, AISAS Model
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	WARDAH ALIYAH SIDIK
Date Deposited:	08 Aug 2024 07:07
Last Modified:	30 Aug 2024 03:06
URI:	http://repository.upnvj.ac.id/id/eprint/30380

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