Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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Analysis of Marketing Communication Strategy on the Online Shop Lauxes 7

Authors
Deny Kusnadi1, Riris Loisa2, Nigar Pandrianto3, *
1,2,3Communication Faculty, Universitas Tarumanagara University, Indonesia
*Corresponding author. Email: nigarp@fikom.untar.ac.id
Corresponding Author
Nigar Pandrianto
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.191How to use a DOI?
Keywords
B2C; B2B; sales promotion; events and experience; personal selling; direct marketing; AIDA
Abstract

During the Covid-19 era, consumer behavior began to shift towards digital. One of the most popular e-commerce sites in Indonesia as a place to shop online is Tokopedia. Lauxes 7 store is an online store that uses Tokopedia as a medium to sell products in water pumps. The Lauxes 7 store wants to be at the top in the sales position of water pump products on Tokopedia. The marketing communication strategies that have been carried out are advertising on WhatsApp and also sales promotions. The research method used is a case study with primary data collection using observation and interviews. Lauxes 7 shop customers are divided into two, namely B2C customers and B2B customers. The development of marketing communication strategies for B2C customers at the Lauxes 7 Store is to use advertising expansion to Facebook and Instagram, conduct sales promotions to increase reviews, then continue to use events and experience marketing communication strategies. Meanwhile, for B2B customers at Toko Lauxes 7, the recommended strategy is personal selling and direct marketing via WhatsApp, direct contact, and a referral code to generate repeat purchases. All strategies carried out must pay attention to AIDA, the most basic marketing communication model.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
978-94-6239-567-1
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.191How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Deny Kusnadi
AU  - Riris Loisa
AU  - Nigar Pandrianto
PY  - 2022
DA  - 2022/04/21
TI  - Analysis of Marketing Communication Strategy on the Online Shop Lauxes 7
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1201
EP  - 1207
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.191
DO  - 10.2991/assehr.k.220404.191
ID  - Kusnadi2022
ER  -