Comparative Online Marketing Strategies (Social Media) With Offline (Personal Selling) At Tridaya Creative Agency Event Organizer
Comparative Study Of Marketing Strategies at Tridaya Creative Agency
DOI:
https://doi.org/10.57203/ijent.v2i1.2024.14-22Keywords:
Marketing Strategy, Social Media, Personal SellingAbstract
This study aims to determine the application of social media marketing strategies and personal selling and compare the two strategies at the event organizer tridaya creative agency. This research was conducted at Tridaya creative agency, the type of research used is comparative with a qualitative approach. Data collection was carried out in three ways, namely, the first by using the interview method of the tridaya creative agency, observation or direct observation when research was conducted and the last method with documentation. The data analysis method is carried out in three stages, namely data reduction, data appearance and conclusion drawing. The results of this study indicate that the personal selling marketing strategy is more optimal and effective in its implementation. This is because the personal selling strategy applies a comprehensive strategy process compared to the social media strategy.
References
Alma, B. (2018). Manajemen Pemasaran dan Pemasaran Jasa (Cet. 13). Alfabeta Yogyakarta.
Andirwan, A., Asmilita, V., Zhafran, M., & Syaiful, A. (2023). Strategi Pemasaran Digital : Inovasi untuk Maksimalkan Penjualan Produk Konsumen di Era Digital. Jurnal Ilmiah Multidisiplin Amsir, Vol 2 No 1, 155–166.
Arikunto, S. (1993). Prosedur Penelitian Suatu Pendekatan Praktek (Edisi Revi). Rineka Cipta.
Armanu, Rofiq, A., Suryadi, N., Nuraini Desty, N., & Khalifah Daud, I. M. (2023). Pengembangan Destinasi Wisata Dan Ekonomi Kreatif Kota Malang. Jurnal Pengabdian Kepada Masyarakat Nusantara (JPkMN), 4(5), 354–362. https://ejournal.sisfokomtek.org/index.php/jpkm/article/view/2472/1609
Armstrong, G., & Kotler, P. (2003). Marketing: an introduction. (Sekta Edic). Pearson Education Australia.
As’ad, A.-R. H., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Rev. Integr. Bus. Econ. Res, 3(1), 335.
Assauri, S. (2008). Manajemen Pemasaran : Dasar, Konsep dan Strategi (Cetatakan). PT. Raja Grafindo.
B, A. (2009). Analisis Data Kualitatif.
Benaya, B., Putra, B., Luh, N., & Sayang, W. (2024). An Insurance Policy Of PT BNI Life Insurance Denpasar Branch Pengaruh Personal Selling Dan Digital Marketing Terhadap Keputusan Pembelian Polis Asuransi PT BNI Life Insurance Cabang Denpasar. Management Studies and Entrepreneurship Journal, 5(1), 2747–2759.
Cravens, D. W., & Piercy, N. (2006). Strategic Marketing (Vol. 8).
Effendy, I., & Kusmantini, T. (2016). Manajemen Stategi Evolusi Pendekatan dan Metodelogi.
Fraengkel, J., Wallen, N., & Hyun, H. (1993). How to Design and Evaluate Research in Education (10 th). McGraw Hill.
Ginting, N. F. H. (2011). Manajemen Pemasaran. CV YRAMA WIDYA.
Haque-fawzi, M. G., Iskandar, A. S., Erlangga, H., & Sunarsi, D. (2022). Strategi Pemasaran Konsep,Teori dan Implementasi. Pascal Books.
Kotler, P., & Keller, K. L. (2012). Marketing Management, Edition 14, England: Pearson Education. (14th ed.).
Laksana, A. P. (2019). MENINGKATKAN KUNJUNGAN KONSUMEN (Studi Deskriptif Tentang Upaya Promosi Penjualan Di Kafe Lumbung Merah Dalam Meningkatkan Kunjungan Konsumen). Universitas Airlangga.
Laturlean Saleh, B. (2019). Strategi Bisnis Pariwisata (1st ed.). Perpustakaan Nasional, : Katalog dalam Terbitan (KDT).
Malau, Y. (2017). Implementasi Metode Simple Additive Weighting Untuk Sistem Pendukung Keputusan Promosi Kenaikan Jabatan. Paradigma, 19(1), 38–45.
Merdeka, Z. (2024). Pentingnya Sosial Media Marketing. Zina Merdeka.Com. https://www.zonamerdeka.com/2022/10/pentingnya-social-media-marketing.html#google_vignette
Miles, M. B., & Huberman, M. A. (1994). An Expanded Sourcebook Qualitative Data Analysis (Second Edi). Sage Publications.
Natoradjo, S. (2011). Event organizing: Dasar-dasar event management (1st ed.). Gramedia Pustaka Utama.
Nawawi, H. (1991). Metode Penelitian Bidang Sosial. Universitas Gajah Mada Pres.
Nickels, W. G., Mchug, J., & Mchug, S. (2019). Understanding Business (Edisi 12). McGraw Hill.
Perdana, N., & Wira Widyanti, N. N. (2024). Kota Malang Targetkan 3,3 Juta Wisatawan Sepanjang Tahun 2024. Kompas.Com. https://travel.kompas.com/read/2024/02/07/161100527/kota-malang-targetkan-33-juta-wisatawan-sepanjang-tahun-2024?lgn_method=google&google_btn=onetap
Putri, G. (2020). Studi Komparasi Strategi Pemasaran Media Sosial dan Personal Selling di Pena Multimedia Enterprise. Universitas Gajah Mada.
Rizal, V. Z., & Lubis, E. E. (2014). PENGARUH SOCIAL MEDIA MARKETING TWITTER TERHADAP TERBENTUKNYA BRAND IMAGE RESTORAN BURGER GABOH PEKANBARU. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, Vol 1(No 2).
Rumerung, J. josefin. (2018). Modul Event Organizer. POLTEKNIK NEGERI MANADO.
Samsu. (2017). Metode Penelitian Teori dan Aplikasi Kualitatif,Kuantitatif, Mixed Methods, serta Research & development. In The Lancet (Vol. 160, Issue 4126). https://doi.org/10.1016/S0140-6736(01)42777-2
Setiawan, A. (2018). Peran Interpreter Bahasa Mandarin di Event Organizer Interceptor Jogja. Universitas Gajah Mada.
Setiowati, R. (2022). Pemasaran Melalui Sosial Media.
Tjiptono, F. (2023). Riset Pemasaran (Cetakan 1). Percetakan CV Andy Offset.
Untari, D., & Fajariana, D. E. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik). Widya Cipta, 2(2), 271–278. http://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta
Walker, B. L. (1997). Manajemen Pemasaran (Jilid 1). Aerlangga.
Widayan, S. Fi., & Navisa, C. (2024). PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PRODUK INDIHOME PT . TELEKOMUNIKASI INDONESIA REGIONAL III. Jurnal Bisnis Dan Pemasaran, 14-1–2024.
