Handayani, Sarsih (2020) EVENT POP UP MARKET SEBAGAI STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI ELEVENIA.CO.ID. Tesis (S2) - thesis, Universitas Bakrie.
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Abstract
This study aims to describe the online purchasing decisions of visitors to the Pop Up Market event and to determine the Pop Up Market event as Elevenia's marketing strategy. To find an overview of online purchasing decisions, researchers used a qualitative approach, which aims to explore the extent of online purchasing decisions for Pop Up Market event visitors. The data used for this research are primary data and secondary data. The results of the research analysis using in-depth interviews with actors involved in Pop Market events (organizers, sellers and visitors) at Elevenia's Seller Zone. The success of this Pop Up Market event is due to the increasing number of customers who visit this event as well as make transactions. In terms of marketing strategy, this Pop Up Market event was also successful. Elevenia needs an effective and efficient marketing strategy with their limitations, it turns out that this event provides new things as well as helps Elevenia in terms of visitors and transactions. Keywords: events, pop up market, marketing strategy, purchase decisions, online
| Item Type: | Thesis (Tesis (S2) - ) |
|---|---|
| Uncontrolled Keywords: | event, pop up market, strategi pemasaran, keputusan pembelian, online |
| Subjects: | Management > Business Process Management Marketing > Branding (Marketing) Business Management > Business Plan > Business Management > Business Plan Marketing > Customer Relations Management (CRM) Communication Science Customer Behavior Customer Satisfaction Management Marketing Communication Science > Marketing Communications Thesis > Thesis (S2) Marketing > eCommerce Thesis |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management |
| Depositing User: | Sarsih Handayani |
| Date Deposited: | 23 Aug 2020 17:02 |
| Last Modified: | 23 Aug 2020 17:02 |
| URI: | https://repository.bakrie.ac.id/id/eprint/3629 |
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