Peran personal Shopping Assistant Outlet Nike dalam Melakukan Promosi Produk di Media Sosial pada Masa Pademi

Abstract

 Communication between customers who need NIKE products at outlets and SPG/SPB due to a pandemic that hinders or limits customer shopping activities. In an effort to improve sales communication during the pandemic, promotions through social media are needed. In order to carry out promotions, PT Giordano Indonesia's NIKE outlet at Mall Tunjungan Plaza Surabaya requires the role of a Personal Shoping Assistant (PSA). The purpose of this study was to determine the role of Personal Shopping Assistant in promoting through social media. The research method used is qualitative research. The research data comes from the results of interviews with informants and the content of social media accounts belonging to the NIKE outlet PT Giordano Indonesia at Tunjungan Plaza Mall Surabaya. Data collection techniques using interview, documentation, and observation techniques. Qualitative data analysis techniques with data reduction steps, data presentation, and conclusions and verification. The results of the study stated that 1) promoting through social media WhatsApp, Tiktok, and Instagram. 2) serve customers shopping online by providing information about products such as product size, product color, and features and benefits obtained when buying the product. Then provide advice regarding customer needs, and help customers make payments.

Keywords: Personal Shopping Assistant, Promotion, social media