Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/16800
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dc.contributor.advisorHendra, Yan-
dc.contributor.advisorMatondang, Armansyah-
dc.contributor.authorSiahaan, Windo Chandra-
dc.date.accessioned2022-04-09T03:45:15Z-
dc.date.available2022-04-09T03:45:15Z-
dc.date.issued2018-05-18-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/16800-
dc.description73 Halamanen_US
dc.description.abstractPenelitian ini dilatar belakangi oleh informasi penjualan smartphone OPPO Tahun 2017. Menurut data IDC (International Data Corporation) serta counterpoint.com, smartphone OPPO menduduki peringkat ke dua sebagai smartphone terlaris di Indonesia, fenomena inilah yang menjadi alasan kuat peneliti. Tujuan dari penelitian ini untuk mengetahui bagaimana strategi komunikasi pemasaran PT. OPPO INDONESIA dalam meningkatkan citra smartphone OPPO, serta faktor penyebab citra smartphone OPPO tidak meningkat signifikan. Peneliti menggunakan teori Bauran Promosi yang didukung dengan teori Difusi Inovasi. Metode yang penulis gunakan dalam penelitian ini adalah deskriptif kualitatif. Peneliti memilih Trainer smartphone OPPO sebagi informan kunci, serta didukung dengan lima informan tambahan untuk memperkuat keabsahan sebuah penelitian. Hasil dari proses penelitian ini, peneliti menemukan bahwa tagline “Selfie Expert and Leader”, pelayanan After Sales, Pelatihan Kepribadian, Perbandingan dengan smartphone lain serta pendekatan “selfi” bersama teman, berhasil merubah citra negatif menjadi citra yang positif Background of this research by sales information smartphone OPPO Year 2017. According to IDC (International Data Corporation) with counterpoint.com, smartphone OPPO was ranked as the second smartphone best-selling in Indonesia, a phenomenon that a major reason researchers. The purpose of this study to determine how the marketing communication strategy PT. INDONESIA OPPO in improving the smartphone OPPO image, and the contributing factorsimage smartphone OPPO is not significantly increased. Researchers used Promotion Mix theory is supported by Diffusion of Innovations. The method I use in this research is descriptive qualitative. Researchers chose Trainer smartphone OPPO as a key informant, and supported by five additional informants to strengthen the validity of a study. The results of the present study, researchers found that the tagline "Selfie Expert and Leader", After Sales, Training Personality, comparison with smartphones otheras well as a "Selfi" with friends, managed to change the negative image into a positive image.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;148530084-
dc.subjectkomunikasi pemasaranen_US
dc.subjectbauran promosien_US
dc.subjectcitraen_US
dc.subjectmarketing communicationen_US
dc.subjectpromotion mixen_US
dc.subjectimageen_US
dc.titleStrategi Komunikasi Pemasaran PT. Oppo Indonesia Dalam Meningkatkan Citra Smartphone Oppoen_US
dc.title.alternativeMarketing Communication Strategy of PT. Oppo Indonesia in Improving the Image of Oppo Smartphonesen_US
dc.typeThesisen_US
Appears in Collections:SP - Communication Science

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