Implementasi Sales Promotion dan Field Marketing Chatime Indonesia dalam Menciptakan Customer Brand Experience
Abstract
Tujuan penelitian ini yaitu mengetahui aktivitas sales promotion dan field marketing chatime Indonesia untuk menciptakan brand experience pada perusahaan. Jenis Penelitian ini adalah kualitatif. Subyek penelitian ini yaitu Perusahaan Chatime Indonesia. Sumber data berasal dari pengumpulan data melalui studi literatur guna untuk memperoleh informasi sehingga menjadi data untuk menemukan jawaban. Teknik analisis data dengan menggunakan teknik analisis data kualiatif dengan menganalisis berbagai sumber yang digunakan untuk dipaparkan. Dibanding brand serupa lainnya memang perusahaan Chatime di instagram bisnisnya (@chatimeindo) terlihat paling sering mengadakan sales promotion baik itu diskon, pemberian voucher, giveaway, dan lainnya. Tak hanya menggunakan strategi sales promotion, Chatime Indonesia juga menggunakan field marketing untuk menunjang startegi penjualan produknya. Sebelum pandemi terjadi di Indonesia pada awal tahun 2020, Chatime aktif menyelenggarakan beberapa event di pusat perbelanjaan atau kampus. Dalam event tersebut biasanya juga akan menggunakan strategi sales promotion berupa penawaran hadiah (permainan), minuman gratis, hingga voucher yang nantinya dapat ditukarkan oleh produk Chatime. Setelah konsumen tertarik melakukan pembelian dari strategi sales promotion dan field marketing tentunya akan muncul brand experience. Brand experience tersebut dapat dirasakan secara langsung ataupun tidak langsung saat konsumen melihat iklan di Instagram @chatimeindo.
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