Andryani, Devi (2022) STRATEGI KOMUNIKASI PEMASARAN BRAND DESTRUCT DALAM MEMBANGUN TRUST ISSUE CUSTOMER DI ERA DIGITAL. Sarjana (S1) thesis, Universitas Islam “45” Bekasi.
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Abstract
Abstract
Nowdays, the development of communication via the internet is growing. This causes
online businesses to be increasingly in demand. Destruct as one of Indonesia's new local
brands utilizes online marketing to market their shoe products. Having a strategy to build
consumer confidence in this digital era due to the high number of cybercrime makes
consumers feel unsafe shopping online. The purpose of this study is to determine how to
brand Destruct marketing communication and describe the stages in the preparation of
brand destruct marketing communication strategies to build customer trust issues in the
digital era. This study uses qualitative descriptive method. The speakers in this study are
the owners and managers of brand Destruct. The theory used is Theory A.I.S.A.S
(Attention, Interest, Search, Action, Share) to be a reference for marketing
communication strategies and in building consumer confidence using the theory
according to Hwang & Kim (2006) namely Ability, Benevolence, and Integrity. The
result of this study is that communication in marketing activities as a marketing
communication strategy owned by Destruct is able to build consumer confidence in this
digital era. Internet Media used in marketing activities are Instagram and Whatsapp. From
the strategy used, there is a change in attitude from the audience in accordance with the
purpose of marketing communications carried out by Destruct.
Keywords: Marketing Communication Strategy. Trust Issue Customers. Social Media
Instagram.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Saepudin, Saepudin 0412058306 |
| Keywords / Kata Kunci: | Strategi Komunikasi Pemasaran. Trust Issue Customer. Media Sosial Instagram. |
| Subjects: | Public Relations |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 |
| Depositing User: | Ms Devi Andryani |
| Date Deposited: | 29 Dec 2022 02:49 |
| Last Modified: | 29 Dec 2022 02:49 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/1566 |
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