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All Journal Cakrawala : Jurnal Humaniora Bina Sarana Informatika Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Inovasi Ilmu Sosial dan Politik Mattawang: Jurnal Pengabdian Masyarakat Jurnal Minfo Polgan (JMP) Jurnal Sistem Informasi Bisnis (JUNSIBI) KOMUNIKATA57 Jurnal Pengabdian Teratai Brand Communication
Mayang Riyantie
Institut Bisnis Dan Informatika (IBI) Kosgoro 1957
Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Brand Communication

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Persepsi Konsumen Tentang Strategi Konten Promosi Iklan Flash Sale 12.12 Shopee Mayang Riyantie; Alamsyah Alamsyah; Misnan Misnan
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

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Abstract

Flash Sale is one of the most effective types of advertising content strategies in communicating products and services, because flash sales are able to provide promotional messages with high appeal. This is in accordance with the desire and satisfaction of consumerism. This study aims to determine the response of shopee users regarding the promotional content of "Flash Sale 12.12 Shopee". The approach used is qualitative, by using descriptive method, with non-participant observation data collection. The results show that consumer perceptions of Shopee 12.12 flash sale ads are Shopee's strategy in influencing consumers to pursue low prices as soon as possible but in a short time. Audiences feel chased and encouraged to hunt for cheap items with fast transaction processes supported by free shipping costs. This strategy is trending very quickly, because consumers seem to be conditioned to double profits. With the frequency of flash sale shows that keep updating, even up to three times a day, consumers feel a loss if they miss the opportunity by not making a purchase.
Co-Authors Ahmad Muktamar B Alamsyah Alfan Bachtiar Fikry Suandi Filda Angellia Guntoro Guntoro Iswahyu Pranawukir Lauditta Nerissa Arviana Maria Jashinta Elisabet Hamboer Maria Jashinta Elisabet Hamboer Misnan Misnan Nasaruddin Siregar Nur Desilawati Nur Desilawati Nur Ridwan Nursyamsi , Sari Endah Rezzi Nanda Barizki Rezzi Nanda Barizki Rezzi Nanda Barizki Yazid Akromudin