Strategi Komunikasi Pemasaran Online Shop Brand Mabello Melona dalam Menarik Minat Konsumen di Makassar

Abstract

This study aims to analyze the marketing communication strategies of online shops employed by Mabello Melona in
increasing customers' interest in purchasing Mabello products. This is descriptive qualitative research by investigating
facts. Data were obtained through interviews and observations of informants which were analyzed by a triangulation
method. The result showed that Mabello Melona's marketing communication strategies employed Instagram and Tik Tok
social media and use a Shoopee marketplace application as the main sakes medium. In addition, this brand also advertised its
product in Instagram ads, and Tik Tok ads, and used endorsements from local and national public figures. Meanwhile, sales
promotion efforts are carried out by providing giveaways, discounts, and package sales.