Asmaperdana, Haryo and Perangin-angin, Loina Lalolo K. (2017) Influence Of Tokopedia Seller Story On Maintaining Tokopedia Branding. Bachelor thesis, Swiss German University.

Preview	Text Haryo Asmaperdana 11310003 TOC.pdf Download (138kB) | Preview
	Text Haryo Asmaperdana 11310003 1.pdf Restricted to Registered users only Download (129kB)
	Text Haryo Asmaperdana 11310003 2.pdf Restricted to Registered users only Download (430kB)
	Text Haryo Asmaperdana 11310003 3.pdf Restricted to Registered users only Download (184kB)
	Text Haryo Asmaperdana 11310003 4.pdf Restricted to Registered users only Download (222kB)
	Text Haryo Asmaperdana 11310003 5.pdf Restricted to Registered users only Download (101kB)
Preview	Text Haryo Asmaperdana 11310003 Ref.pdf Download (119kB) | Preview

Abstract

The term of storytelling is not a new method, however it has been rarely mentioned by a company when they start a marketing or branding strategy. Objectives of this research are to find out how Tokopedia Seller Story used to maintain the Tokopedia branding and also knowing what are the benefits of using Seller Story on Tokopedia branding based on storytelling, branding and elaboration likelihood model theories. Methods of this thesis is using descriptive approach from Tokopedia as purposive sampling with in-depth interview as primary data collecting methods. The findings are Tokopedia is make an adjustment on Seller Story content along with the changing of its branding, also Seller Story have some benefits on Tokopedia branding. For the future opportunities, detailed research can be conducted on Tokopedia branding based on other branding studies.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Storytelling; Marketing; Branding; Elaboration Likeihood; Tokopedia
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	17 May 2020 15:36
Last Modified:	17 May 2020 15:36
URI:	http://repository.sgu.ac.id/id/eprint/470

Actions (login required)

View Item