Universitas Islam Negeri Sumatera Utara

meladevitaa@gmail.com

development of technology in the rapidly developing era of globalization.

Computers, which currently play an important role in the dissemination of

information and will continue to increase with the internet, are one of the

technical advances (Harris & Whalen, 2006). The Internet can provide

information to the entire population regardless of time and location. Human

lifestyles are becoming increasingly instant and easy in this day and age as a result

of high mobility in daily activities (katadata, 2019). The ability to shop online is

one of the benefits that people get. Buying and selling online has become a new

trend in society since the birth of the internet. As a result of the changing world,

the fourth industrial revolution makes it easier for humans to access various types

users actively buy and sell goods in E-commerce using a computer or laptop,

while the remaining 80% use mobile phones to buy and sell products in E-

commerce. E-commerce refers to the sale or purchase of goods or services using

an internet network that is specifically equipped to receive orders. Purchases of

goods or services can be made online, but payment for these purchases does not

have to be made that way.

prompted the emergence of many new E-Commerce businesses that offer a variety

of attractive benefits and conveniences, resulting in increased competition among

significant E-Commerce businesses to gain top rankings in various categories. .

shopping to buy the things they want. Shopee has also enlivened this business

thanks to the continuous growth of E-Commerce. Since 2015, SEA Group has

officially managed Shopee, an online retail platform. Shopee concentrates its

efforts on the mobile platform, making it easy for users to search, shop and sell

right from their phone. Shopee soon expanded its business by launching products

in Indonesia, Thailand, Malaysia, Taiwan, Vietnam, and the Philippines, among

other countries. Shopee was named the best E-Commerce site in Southeast Asia to

attract the most traffic. For that, Shopee relies on the company's marketing

strategy. In 2019, Shopee attracted around 2.1 billion web visitors (Tjiptono,

services to customers for a profit is known as international marketing. In

conducting research, forecasting, and designing strategies to sell goods in target

country markets, international marketing plays an important role. International

strategy is a company's international business strategy that implements business

strategies in domestic and foreign markets by analyzing opportunities that local

competitors do not have (Social, 2020).

strategy, pull strategy, and pass strategy. Combining marketing and public

relations with advertising can help you get more of the results you want, and it's

also great for increasing customer brand awareness and knowledge.

research is based on secondary data collection, with literature study as a data

collection technique. Library research is a data collection technique that involves

collecting data and information from various sources, such as scientific journals,

books, photos, and other electronic media, to support certain claims made in a

marketing initiatives, including Shopee guarantee, free shipping, lowest price

guarantee, and Big Mobile Shopping Day campaign. Shopee uses various

international strategies, one of which is public relations marketing as a business

development approach. Public relations marketing is a technique for

disseminating information, providing education, increasing trust and confidence,

and gaining sympathy and support from the general public (Hermawan, 2012). To

achieve the desired goal, three public relations marketing strategies (Three Ways

Strategy) can be used, namely push strategy, pull strategy, and pass strategy

(Ruslan, 2010). A push strategy is a marketing approach used to showcase a

coming back. While the pass strategy is defined as a strategy that focuses on the

company's participation in community activities involving the selection of

information in order to have an impact or build a positive public perception of the

company. Combining marketing and public relations with advertising can help

you get more of the results you want, and it's also great for increasing customer

brand awareness and knowledge.

combination of pull and pass strategies in the application of marketing public

relations. The pull approach is used here by emphasizing the use of advertising

and promotional activities to consumers in order to increase consumer demand

and build product loyalty (Ruslan, 2010). Shopee Streamer is one of the features

of the Shopee program, and it's a great way to make money and grow your

business. Shopee, an e-commerce platform, promotes customers to purchase

products by arousing their interest through an attractive display of materials made

by steamers. Despite the fact that Shopee Streamer Academy is not a community,

this interpretation is correct. Steamers are responsible for connecting the company

Thomas L. Harris' A to Z marketing public relations concept: competition,

demonstration, and product placement (Harris, 1993). A competition is a contest

in which a group of people compete for a prize. Public relations using the

competition method in conducting promotions obtain various benefits, including

increasing public interest by giving prizes or awards to contestants who win the

competition. In order to enliven the broadcast of KCON: TACT 2020 Summer on

Shopee Live, Shopee launched the KPOP Stream Competition on June 20-26

2020. KCON: TACT 2020 is a Korean pop music festival which is often referred

to as Korean Pop or K-Pop. , which was broadcast online through a live streaming

platform and featured a number of well-known Korean musicians, including

fans in Indonesia, Shopee sponsored a live broadcast competition on Shopee Live

with the topic of Korean culture.

streamers to present product usage from the customer's perspective. Shopee uses

product placement tactics as a last resort. Product placement, according to Karrh,

is the process of introducing products from a particular company into the mass

media platform using audio, audiovisual, or visual media (Karrh, 1998). The first

throughout Indonesia, and other interesting offers. Of course, people will be

interested in buying goods from Shopee E-Commerce. Shopee has also narrowed

the gap between itself and other E-Commerce platforms that have been around for

a long time in Indonesia. From 10.10 mobile shopping campaigns onwards.

However, this shopping campaign is usually carried out every month according to

the results of the previous month, and has been proven to increase consumers'

purchasing power. The marketing strategy that has been designed in such a way

must be accompanied by a service strategy for prospective buyers, because service

quality is a determining factor for consumer happiness.

communication technology, as well as the use of the internet, has resulted in the

creation of multinational businesses. Consumers play an important role in shaping

all commercial and manufacturing operations in the modern economy, so

businesses that emerge in this era must be able to match their desires. Every

business is involved in consumer marketing to determine what the market needs.

International marketing is the practice of applying marketing principles,

methodologies and tactics to target foreign markets. The company's ability to

international marketing. Companies must research the habits, mindsets, and tastes

of foreign consumers in order to compete in the international market. Shopee, as

one of the E-Commerce companies that has successfully penetrated the Asian

international marketing strategies. To increase consumer loyalty, Shopee uses a

combination of pull and pass strategies.