STRATEGI KOMUNIKASI RAVI SPORT DALAM MENARIK MINAT KONSUMEN

Abstract

This study aims to determine Ravi Sport's communication strategy in attracting consumer interest. In this study researchers used Action Assembly Theory. In promotional and marketing activities for RAVI Sport stores advertising or promotion is very important. Based on the results of the study it can be concluded that RAVI Sport stores promote through media instagram, face book, calendar and banner, emphasizes the strategy of attracting consumers directly without going through intermediaries such as retailers and other distributors, providing calendars to customers to bring them closer to consumers, giving coupons for the gym at RAVI Gym, for those who shop for products in the RAVI Sport store more than 3 items. The product character of the RAVI Sport store is a well-known brand, quality, and comfortable to use. This brand character was built by the RAVI Sport store to increase sales at the RAVI Sport store. The RAVI Sport store does not provide specific criteria for choosing consumers in various regions and is intended for all the general public especially teenagers, adults, and the elderly. The RAVI Sport store prioritizes quality and comfort when exercising to consumers from the general public, teenagers, adults, and parents as the target market of the RAVI Sport store. The RAVI Sport store chose to prioritize Instagram and Facebook users as the target audience by packaging advertisements with different packaging characters than most competitors, namely in terms of quality, convenience and product brand. The RAVI Sport party chose to emphasize on the quality side by including 100% original products shown in the advertisements on the RAVI Sport Store instagram. The RAVI Sport store saw a big opportunity to use Instagram Media as one of the supporting media in the RAVI Sport Store advertising campaign.Instagram This aims to get a different image through the impression left when the audience has seen it firsthand. The RAVI Sport store ensures that the quality of their products is always maintained. So that many RAVI Sport shop consumers return to shopping and become regular customers. Overall the development of the RAVI Sport Shop advertising campaign is assisted by the digital division which collects data about each Instagram photo uploaded by the public to social media based on hashtags and keywords.