STRATEGI PEMASARAN TOKO ODY.SUB MELALUI PLATFORM DIGITAL (Analisis Marketing Mix 4P pada Instagram, Shopee, dan TikTok)
DOI:
https://doi.org/10.26740/tc.v9i1.65621Keywords:
thriftshop, digital marketing, marketing mix 4pAbstract
This study aims to explore the marketing strategies employed by Ody.Sub through digital platforms, including
Instagram, Shopee, and TikTok. Ody.Sub is a well-known thrifting store located in Sleman City, recognized as a
trendsetter in the thrift fashion scene since its establishment in 2019. A qualitative descriptive method was used to analyze
the store's marketing activities, with data collected through interviews, observations, and documentation. This research
adopts a comprehensive approach by examining the 4P elements of the marketing mix: product, price, place, and
promotion. The study presents findings in the form of descriptive text. Overall, Ody.Sub has effectively integrated the 4P
marketing mix elements into its digital promotion strategy, leveraging the strengths of Instagram and TikTok to attract
customers while utilizing Shopee to facilitate purchasing processes. However, there are areas that require further
attention and improvement. Additionally, this research concludes that Ody.Sub’s application of media convergence
through stages of cross-promotion, cloning, coopetition, content sharing, and full convergence enables more efficient
information distribution and broader audience reach
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