STRATEGI KOMUNIKASI PEMASARAN ONLINE LA-DEVITTO di SURABAYA DENGAN PENDEKATAN BENCHMARKING
Abstract
Online marketing communication strategy is important to all industries
especially Food and Beverages (F&B) industry. It is supported with the
development of internet and increasing numbers of people who use mobile phone.
The purpose of this thesis is developing online marketing communication strategy
on La-Devitto. This research uses qualitative method to find the answer to the
problem statement itself. The result of this research finds that media used for online
marketing communication are social media (Instagram, Whatsapp) and website. In
addition, there are ways or efforts to manage online media which are using
endorsement, active activities on social media, interesting content of media online,
and appealing picture. In addition, this research finds that words of mouth and
sales promotion are important in online marketing.