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All Journal JURNAL LENTERA BISNIS Innovative: Journal Of Social Science Research
Rande, Elisabeth
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Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Strategi Komunikasi Pemasaran dalam Meningkatkan Penjualan pada Oppo Smartphone Area Sorong Renouw, Ade Andriani; Pattiasina, Rendi Yudhistira; Rande, Elisabeth
Innovative: Journal Of Social Science Research Vol. 3 No. 5 (2023): Innovative: Journal of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

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Abstract

Tujuan dari penelitian ini adalah untuk mengidentifikasi taktik komunikasi pemasaran yang akan mendongkrak penjualan smartphone Oppo di wilayah Sorong.teknik deskriptif yang digunakan dalam penelitian yaitu kualitatif. Peneliti kemudian menganalisis temuan observasi dan diskusi tersebut sampai pada titik pengambilan kesimpulan. Dari hasil  wawancara, peneliti  memilih  trainer sebagai narasumber dengan  mengajukan 15 pertanyaan. Berdasarkan hasil di lapangan peneliti mengambil kesimpulan bahwa, 1) Untuk meningkatkan penjualan produk Oppo Sorong maka strategi komunikasi yang di gunakan adalah selain membentuk team,mensuport tokoh,melakukan program-pogram,seleksi promotor,dan mengutamakan attitude penjualan,Oppo sorong juga melakukan promosi tatap muka atau pemasaran langsung dengan memaparkan spesifikasi produk Oppo untuk meningkatkan minat konsumen untuk membelinya. 2) Produk Oppo bukan hanya satu produk smartphone yang menarik konsumen; setiap lini produk yang diperkenalkan membuat retailer atau manajemen membuat strategi yang mudah diterapkan oleh masyarakat umum. 3) Promosi merupakan sarana menaikkan harga jual suatu produk yang sudah menunjukkan produk “Oppo” secara konsisten.
ANALISIS STRATEGI KOMUNIKASI DAN LOYALITAS KONSUMEN TERHADAP PEMASARAN SMARTPHONE DI KOTA SORONG PAPUA BARAT DAYA (STUDI KASUS PENJUALAN HP MEREK OPPO) Rande, Elisabeth; Komber, Mervin I.S.; Irwan, Andi
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2104

Abstract

This study aims to analyze the influence of communication strategy and consumer loyalty on marketing improvement. The research employs a quantitative approach with a survey method using questionnaires distributed to 100 respondents. Data were analyzed using validity and reliability tests, regression analysis, t-test, F-test, as well as R Square and regression coefficient (B) analysis.  The results indicate that consumer loyalty has a significant and dominant effect on marketing improvement, while communication strategy does not have a significant partial effect. However, simultaneously, both variables have a significant effect on marketing improvement. The R Square value of 0.957 shows that 95.7% of the variation in marketing improvement can be explained by these two independent variables. These findings emphasize the importance of strengthening consumer loyalty as a primary focus in marketing strategies, even though communication strategies still need to be evaluated and effectively integrated. This study is limited by the number of variables and sample size, and does not account for other external factors that may influence the results. Suggestions for future research include expanding the variables studied, increasing the number of respondents, and utilizing qualitative approaches to gain a deeper and more comprehensive understanding of consumer behavior and the effectiveness of marketing strategies.
Co-Authors Andi Irwan Komber, Mervin I.S. Pattiasina, Rendi Yudhistira Renouw, Ade Andriani