@Promodazzle marketing communication strategy in increasing consumer buying interest

Abstract

The increasing growth of the internet in Indonesia can change the way companies market their products. Marketing activities that use the internet can be known as internet marketing. With easy internet access, many companies now use social media to carry out sales functions as promotional media. Dazzle is one of the companies that has used social media to introduce its products and continues to strive to attract people's buying interest through marketing communication strategies. The method used in this research is a descriptive method with a qualitative approach. The activities carried out in this research method are data collection through several stages such as observation, interviews and documentation. The results of this research are that the Dazzle company carries out a marketing communication strategy through first, advertising carried out by offline media using LED boards and demo units, while online media uses social media such as TikTok, Instagram, Whatsapp. Second, sales promotion in the form of discounts, bundling, giveaways and pwp via Instagram accounts and holding games in each area. Third, public relations by collaborating with youth organizations, UKM, campus organizations and the media. Fourth, personal selling is carried out via WhatsApp to ask for complaints and provide tips and tricks when using the product. Dazzle also implements a chat SOP using emojis to interact with consumers. Fifth, direct marketing in the form of services provided in accordance with the SOP for implementing 5S and the criticism and suggestion column available in the Instagram bio.