STRATEGI KOMUNIKASI PADA IKLAN DALAM KEPUTUSAN PEMBELIAN (Studi Deskriptif Kualitatif Iklan Shopee 11.11 Big Sale di Televisi)

Shopee is a market that is a mainstay of the community to shop online, especially in Indonesia. On the national shopping day (harbolnas) Shopee holds a Shopee 11.11 Big Sale program which aims to increase purchase transactions on the Shopee application. In promoting its programs, Shopee uses various media to advertise, one of which is Television. This study uses qualitative research methods with a descriptive approach. The process in this study includes observation, data collection, and interviews. The informants in this study are users of online shopping applications who often make purchases in the Shopee market. The results of this study indicate that the components of the communication strategy used by Shopee in improving purchasing decisions include the stages of building communicators, setting goals, and composing messages. In determining communicators, there are aspects of credibility and attractiveness. In setting targets, Shopee uses the Sociodemographic Aspects and Characteristics of Community Behavior. Then in composing messages, Shopee compiles persuasive messages with message techniques that are full of promise and humor