Strategi Influencer Marketing Shopee Indonesia dalam Mempromosikan Shopee Feed

Firsta Natide Madsun, Aurelia (2022) Strategi Influencer Marketing Shopee Indonesia dalam Mempromosikan Shopee Feed. Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

Shopee merupakan sebuah perusahaan e-commerce yang memfasilitasi kegiatan jual beli banyak UMKM di Indonesia. Tidak hanya dikenal sebagai marketplace, Shopee pun mengeluarkan fitur media sosial di dalam aplikasi yang dikenal sebagai Shopee FEED. Dalam mempromosikan fitur ini, Shopee menggunakan strategi influencer marketing sebagai salah satu cara untuk mempromosikannya. Penelitian ini bertujuan untuk menganalisis strategi influencer marketing yang diterapkan Shopee FEED serta menganalisis strategi pemilihan Alicia Weley sebagai salah satu micro influencer dalam program commission based Shopee FEED berdasarkan konsep ABCC oleh Backaler. Penelitian ini besifat kualitatif deskriptif dengan metode studi kasus. Pengumpulan data dilakukan melalui wawancara serta dokumentasi. Dari penelitian ini ditemukan bahwa di Shopee FEED, influencer marketing tidak hanya digolongkan sebagai earned dan paid media tapi juga owned media. Hasil penelitian juga menunjukkan bahwa Shopee FEED telah menerapkan influencer commission based.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Firsta Natide Madsun, Aurelia (00000017977)
Contributors:	Murwani, Endah
Keywords:	Strategi Influencer Marketing, Promosi, ABCC Strategi Influencer Marketing..., Aurelia Firsta Natide Madsun, UMN
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.82 Sales Promotion
Sustainable Development Goals:	Goal 12. Ensure sustainable consumption and production patterns Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	18 Nov 2022 03:19
URI:	https://kc.umn.ac.id/id/eprint/19915

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