ANALYSIS OF WHATSAPP MARKETING COMMUNICATIONSTRATEGIES THROUGH AN INTERPERSONAL APPROACH ININCREASE SALES

Abstract

Marketing communication is defined as an effort to increase sales s o that the main objectives of business companies can be achieved and marketing communication can build a system of business activities designed to plan, determine prices, promotions, distribute goods, advertising, public relations, personal selling, direct marketing, and online marketing. The concept of WhatsAppp marketing communication that will be used in this research is by planning and implementing IMC strategies and the AISAS Model, then how communication through WhatsApp emphasizes more on an emotional approach by entering information into the customer's logic and continuing with the strategy of touching the customer's heart to make customers need and believe in the products we offer. This research on WhatsAppp Marketing Communication was conducted using a descriptive qualitative approach, to explain and describe the phenomena that occur. The results of this study are, by using an interpersonal approach in promotion, making customers feel more comfortable in communicating. So that the communication that occurs is more interactive and the customer feels closer to the seller. The presence of Whatsapp marketing communication combined with promotion through an interpersonal approach can naturally increase sales. Keywords: Whatsapp, mark