Strategi Komunikasi Pemasaran Produk untuk Menarik Minat Beli
Abstract
Abstract. The development of business in Indonesia from era to era shows that business has something in a positive direction. Business is an activity in selling goods or services to consumers in search of profit or more income. PT. HPAI (Herba Penawar Alwahida Indonesia) leads to halal network system or Multilevel Marketing Syariah. The object of research to be researched is product marketing communication strategy "Pakai Ceritakan Ajak" at PT. HPAI to attract buying interest. The purpose of this research is to know and understand hpai product marketing communication strategy, HPAI product marketing process, and HPAI product planning. This research uses qualitative method with case study approach. Data collection techniques are conducted with interviews, observations, and documentation. As a result of the research, marketing communication strategies on HPAI products were delivered by marketers to convey the product information, namely PCA which has a strategy developed when marketing HPAI products that are believed and implemented by HPAI businesses. The marketing process is online through social me-dia, can also be through e-commerce. Offline by way of PCA and home sharing. Marketing planning has an advantage or not when the sale is in a promo state, depending.
Keywords: Multilevel Sharia Marketing, Marketing Communication Strategy, Marketing Process, Marketing Planning.
Abstrak. Perkembangan bisnis di Indonesia dari era ke era menunjukkan bahwa bisnis memiliki sesuatu ke arah yang bersifat positif. Bisnis yaitu suatu kegiatan dalam menjualkan suatu barang atau pun jasa kepada konsumen untuk mencari keuntungan atau pendapatan yang lebih. PT. HPAI (Herba Penawar Alwahida Indonesia) mengarah pada sistem halal network atau Multilevel Marketing Syariah. Objek penelitian yang akan diteliti yaitu strategi komunikasi pemasaran produk “Pakai Ceritakan Ajak†di PT. HPAI untuk menarik minat beli. Tujuan penelitian ini adalah mengetahui dan memahami strategi komunikasi pemasaran produk HPAI, proses pemasaran produk HPAI, dan perencanaan produk HPAI. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan dengan wawancara, observasi, dan dokumentasi. Hasil penelitian, strategi komunikasi pemasaran pada produk HPAI disampaikan oleh pemasar untuk menyampaikan informasi produk tersebut yaitu PCA yang memiliki strategi dikembangkan ketika memasarkan produk HPAI yang diyakini dan dilaksanakan oleh para pelaku bisnis HPAI. Proses pemasaran yaitu secara online melalui media sosial, dapat pula melalui e-commerce. Secara offline dengan cara PCA dan home sharing. Perencanaan pemasaran mempunyai keuntungan atau tidak ketika penjualan dalam keadaan promo, tergantung.
Kata Kunci: Multilevel Marketing Syariah, Strategi Komunikasi Pemasaran, Proses Pemasaran, Perencanaan Pemasaran.
Keywords
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DOI: http://dx.doi.org/10.29313/.v7i1.25147
