Strategi Komunikasi Pemasaran Bisnis Online Berbasis E-Commerce:(Studi kasus Strategi Komunikasi Pemasaran Website www.bukalapak.com

Ellsye Maria , Rajiyem

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT In this era of rapid advancement technology, human mobility incrased significantlly. This situation requires the world trade to be able to provide services and goods quickly according to customer demand. To resolve the issue, now appears transaction uses the internet to connect producers with consumers (E-commerce). Bukalapak.com is one of the E-commerce which is moves as a platform between Consumers to Consumers (C2C). This research was expected to find out the marketing communication strategy of Bukalapak.com using both online and offline strategy.This research will also explain about new wave marketing communication, marketing communication mix, and Integrated Marketing Communications as a part of marketing communications strategy. The research was conducted with qualitative approach using a case study method. The research results show that Bukalapak.com is dominant in using online marketing communication strategy even though for the longterm strategy they have used community activity as offline strategy to engaged with their sellers. Community can be an effective tools of marketing communication to create word of mouth and viral marketing communication. Key words: Marketing Communication Strategy, E-commerce, Website, Marketing Communication Mix, Integrated Marketing Communications, Case study.

Kata Kunci : Komunikasi Pemasaran