STRATEGI KOMUNIKASI PEMASARAN PT.GOJEK INDONESIA DALAM MENINGKATKAN PENGGUNA GO-PAY

SESKOLANA, YULIA INNASTRI and Mahriani, Retna and Nomaini, Faisal (2019) STRATEGI KOMUNIKASI PEMASARAN PT.GOJEK INDONESIA DALAM MENINGKATKAN PENGGUNA GO-PAY. Undergraduate thesis, Sriwijaya University.

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Abstract

Go-pay is one of an electronic wallet service that comes from the largest online transportation company in Indonesia, that is Gojek. Go-pay is growing up from year to year, since introducing the QR code feature, today go-pay service users have increased rapidly up to 25 times. This very high increase in go-pay users was impressed by the imbalance between online and offline users. Although go-pay is used to well-known through Gojek, but go-pay has grown rapidly since the use outside of the application. In this case, Go-pay which is still incorporated in Gojek application, shows that there are differences in strategy of Gojek in applying the cash less society through go-pay in public. This study aimed to find out the marketing communication strategies that is done by go pay in increasing its users in the midst of high market competition and seeing what were the obstacles in the process. This study used an integrated marketing communication theory approach with a qualitative descriptive research methods. The technique of collecting data through interviews, observation and documentation. This study used purposive sampling technique to choose the informants. The results of the study showed that Gojek Palembang had implemented integrated marketing communication through advertising promotion activities, sales promotion, personal sales, public relations and direct marketing. But there were still obstacles faced during the marketing process.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran, Gojek, Komunikasi Pemasaran Terpadu
Subjects:	H Social Sciences > HE Transportation and Communications > HE1-9990 Transportation and communications
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 1743 not found.
Date Deposited:	11 Sep 2019 05:07
Last Modified:	11 Sep 2019 05:07
URI:	http://repository.unsri.ac.id/id/eprint/7051

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