STRATEGI KOMUNIKASI PEMASARAN SMART PHONE OPPO PADA TOKO MPG CELL FAKFAK

Abstract

The purpose of this research is to analyze the marketing communication strategy of OPPO smartphones at MPG Cell Fakfak store. The research method employed is a qualitative approach. To analyze the marketing communication strategy, the indicators used are Advertising, Sales Promotion, Public Relations, Personal Selling, and Direct Marketing. The total number of informants in this research is 20 individuals, comprising the Manager, Store Head, Admin, Front Liner, OPPO Brand Promoters, and Prospective Buyers at MPG Cell Fakfak store. The findings of this research indicate that the Marketing Communication Strategy of OPPO smartphones at Metrochilon Papuana Gemilang (MPG) Cell Fakfak store is performing reasonably well. In conclusion, concerning advertising, MPG Cell Fakfak actively and consistently engages in advertising to promote OPPO smartphone products. In terms of sales promotion, MPG Cell Fakfak actively collaborates with OPPO smartphone distributors to better introduce OPPO products. Regarding public relations, MPG Cell Fakfak has successfully built good relationships with the community in terms of customer service at the store. In terms of personal selling, MPG Cell Fakfak has employees designated to interact directly with customers in the personal selling process, although they are not yet effective in providing adequate explanations about the uses and benefits of the products to potential buyers. In terms of direct marketing, MPG Cell Fakfak consistently markets OPPO products directly to the public.