EVENT POP UP MARKET SEBAGAI STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI ELEVENIA.CO.ID
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Institusion
Universitas Bakrie
Author
Handayani, Sarsih
Subject
Business Process Management
Datestamp
2020-08-23 17:02:34
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
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
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