Septia, Linda Nur and , Pundra Rengga Andhita, M.I.Kom (2021) Strategi Komunikasi Pemasaran Sales Promotion Oppo Smartphone Area Wonogiri dalam Mendorong Keputusan Pembeli. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the marketing communication strategy carried out by sales promotion of Oppo smartphone in the Wonogiri area in encouraging buyer decisions to buy products. This study uses a qualitative descriptive method using three data collection techniques, namely, interviews, observation and literacy studies. This research focuses on the implementation of the AIDA (Attention, Interest, Desire and Action) theory carried out by the sales promotion of smartphone oppo in the Wonogiri area. Four stages, including the attention stage, sales promotion emphasizing the presentation of messages that have emotional and rational appeal to target customers. In the interest stage, the two predetermined messages are conveyed through the appropriate communication channels. In this case the sales promotion emphasizes the below the line model by organizing events in a number of specific locations. The location determination was based on an internal survey that had previously been conducted. Then the desire stage is more focused on sales promotion efforts to encourage the desire of buyers to have Oppo smartphone products. In this stage the sales promotion emphasizes more on persuasive communication using the pay off technique. As for the action stage, sales promotion has seen the buying signal from the buyer. When this sign appears, the sales promotion will be more responsive in fulfilling the various requests of potential buyers related to the product until the final goal is achieved, namely, closing the sale.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | AIDA, communication, marketing, sales promotion |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | LINDA NUR SEPTIA |
| Date Deposited: | 26 Jan 2021 06:50 |
| Last Modified: | 26 Jan 2021 06:50 |
| URI: | http://eprints.ums.ac.id/id/eprint/88632 |
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