ONLINE MARKETING COMMUNICATIONS OF DURIAN TRADERS IN CHINA

Abstract

This research, titled "On online marketing communication of durian traders in China,"aimed to study: To study the online marketing communication of durian traders in China. This study is a quantitative research. The sample group used in this study is 400 durian traders in China who use the Douyin platform as a distribution channel using online marketing communication tools. which uses the quota sampling method. The tool used to collect data is a questionnaire. The data is analyzed to find percentages. Arithmetic Mean, Standard Deviation and differences were calculated using One-Way ANOVA F-Test and presented in descriptive form.          The study results found that most of the respondents were female, aged 41-50, had a bachelor's degree or higher, the most at 32.75 percent, and had a high to high level of online marketing communication of entrepreneurs. It is divided into online public relations is followed by online direct marketing, online personal selling in terms of online sales promotion, and online advertising, in order, pectivelyd into oit shows that online marketing communication is an important tool for durian entrepreneurs in China and is consistent with current consumer behavior.