scholarly journals Analisis Strategi Komunikasi Pemasaran dalam Persaingan E-Commrece di Indonesia

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 280
Author(s):  
Sharen Kangean ◽  
Farid Rusdi
Keyword(s):  
Online Shopping ◽  
Theoretical Foundation ◽  
Business Development ◽  
Qualitative Approach ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Internet Technology ◽  
Marketing Communication ◽  
Spending Patterns ◽  
Fast Internet

The development of internet technology is increasing. With fast internet technology, Indonesian people's spending patterns are shifting. Shopping activities that used to only be through stores directly, but by using internet technology known as online shopping. Online Shopping can be accessed through digital applications known as e-commerce applications. One of the well-known e-commerce sites in Indonesia is Shopee. In this case, the formulation of the problem in this research is to study the marketing communication strategy undertaken by Shopee and the implementation of Shopee marketing communication. The theoretical foundation used in this research is marketing communication, and SOSTAC analysis. The consideration method used in this study is a qualitative approach. The resource persons in this study are Yoga Pratama, who are Shopee Business Development and Shopee users with different needs. The results of this study indicate that the optimal use of the marketing communication mix consists of advertising (advertising) and sales promotion (sales promotion).Perkembangan teknologi internet semakin hari semakin berkembang pesat. Adanya teknologi internet yang pesat, pola belanja masyarakat Indonesia bergeser. Kegiatan belanja yang dulu hanya bisa melalui toko secara langsung, tetapi dengan menggunakan teknologi internet dikenal dengan istilah online shopping. Belanja secara daring (online) dapat diakses melalui aplikasi digital yang dikenal dengan istilah aplikasi e-commerce. Salah satu e-commerce yang ternama di Indonesia adalah Shopee. Dalam hal ini, terdapat perumusan masalah dalam penelitian ini adalah untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh Shopee serta pelaksanaan komunikasi pemasaran Shopee. Landasan teori yang digunakan dalam penelitian ini adalah komunikasi pemasaran, dan analisis SOSTAC. Metode pendekatan yang digunakan dalam penelitian ini adalah pendekatan kualitatif. Narasumber dalam penelitian ini adalah Yoga Pratama yang merupakan Business Development Shopee dan pengguna Shopee dengan kebutuhan yang berbeda. Hasil penelitian ini menunjukkan bahwa penggunaan bauran komunikasi pemasaran yang optimal yaitu berupa iklan (advertising) dan promosi penjualan (sales promotion).

scholarly journals Live Shopping dalam Industri Komunikasi Digital melalui Instagram

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 67
Author(s):  
Vinia Fransiska ◽  
Sinta Paramita
Keyword(s):  
Social Media ◽  
Online Shopping ◽  
Digital Communication ◽  
Qualitative Approach ◽  
Marketing Communication ◽  
Communication Industry ◽  
Communications Industry ◽  
Long Time ◽  
Limited Duration

Live shopping is an online shopping activity that is done directly and within a certain duration. This research discusses the live shopping process in the digital communication industry.. The theory used is the theory of marketing communication, social media, Instagram, and digital communication. This study discusses the phenomenon of live shopping activity in the digital communications industry. The method used is a case study with a qualitative approach and using the techniques of interview, observation, and documentation. The results of this study can be seen that the live shopping activity that uses social media to utilize the features of Instagram namely Stories. The birth of live shopping is based on the phenomenon that has been formed over a long time, namely ‘jastip’. Goods sold in the live shopping activity are also more diverse than shop online as usual. It also offers more interactive shopping activities and fun so that buyers feel the thrill of shopping directly on the spot and the limited duration so that the buyers will be encouraged with time. Before live shopping, sellers will promote it by using Instagram Ads or endorsement to influencers. It can be concluded that the live shopping process starts with 3 main steps, promotion, interaction, and transaction. Live shopping merupakan suatu kegiatan berbelanja secara online yang dilakukan secara langsung dan dalam durasi tertentu saja. Penelitian ini membahas tentang proses live shopping dalam industri komunikasi digital. Teori yang digunakan adalah teori komunikasi pemasaran, media sosial, Instagram, dan komunikasi digital. Metode yang digunakan adalah studi kasus dengan pendekatan kualitatif dan menggunakan teknik wawancara, observasi, serta dokumentasi. Hasil penelitian ini dapat diketahui bahwa kegiatan live shopping yang menggunakan media sosial Instagram ini memanfaatkan fitur Instagram yaitu Instagram Stories. Lahirnya live shopping didasari oleh fenomena yang sudah terbentuk lebih lama yaitu jasa titip atau jastip. Barang yang dijual dalam kegiatan live shopping juga lebih beragam dibandingkan berbelanja online seperti biasa. Kegiatan ini juga menawarkan kegiatan belanja yang lebih interaktif dan menyenangkan sehingga pembeli merasakan sensasi berbelanja langsung di tempat dan durasi waktu yang terbatas sehingga pembeli akan berpacu dengan waktu. Sebelum melakukan kegiatan live shopping, penjual terlebih dahulu akan memasarkannya dengan memanfaatkan fitur Instagram ads atau endorsement kepada influencer. Untuk itu dapat disimpulkan bahwa proses live shopping dimulai dari 3 langkah utama yaitu promosi, interaksi, dan terakhir transaksi. 

scholarly journals ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

2019 ◽  
Vol 1 (1) ◽  
pp. 61-73
Author(s):  
Dessy Kurniawanti ◽  
Bambang Hendrawan
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Community Relations ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Collection Data ◽  
Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

scholarly journals INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

2021 ◽  
Vol 9 (5) ◽  
pp. 1269-1273
Author(s):  
Eben Ezer ◽  
Keyword(s):  
Print Media ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Online Media ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Daily Newspaper ◽  
Media Globalization

In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.

scholarly journals ANALISIS STRATEGI MEMBANGUNBRAND IMAGE HALAL TOURISMKECAMATAN SAMBELIA KABUPATEN LOMBOK TIMUR

2018 ◽  
Vol 7 (1) ◽  
pp. 70
Author(s):  
Muttaqillah Muttaqillah ◽  
Zainal Abidin ◽  
Lalu Adi Permadi
Keyword(s):  
Brand Image ◽  
Qualitative Approach ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Promotion Strategy ◽  
Strategy Of Development

The purpose of this research was to develop marketing communication strategy for building the brand image of halal tourism in Sambelia District of East Lombok Regency. The design used in this research based on qualitative approach. The results of this study indicated that marketing communication strategy already exists in building a brand image of halal tourism in Sambelia District, East Lombok Regency. Marketing communication strategy appropriately in accordance with the internal and external environmentalconditions used to build a brand image of halal tourism in Sambelia District, East Lombok Regency is a Strategy of Development and Communication of Halal Tourism Market and Maintaining Variety of Tourism Attraction in East Lombok, Promotion Strategy with Branding Pesona Halal Lombok Timur and Marketing Communication Strategy with branding of Halal tourism for East Lombok either through internet and tourism exhibition.Keywords:marketing communication strategy, brand image, halal tourism, Sambelia District, East Lombok Regency

scholarly journals Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic

2021 ◽  
Vol 9 (2) ◽  
pp. 7-13
Author(s):  
Ainur Rochmaniah ◽  
Adella Eka Ridwanti ◽  
Asiyatul Ulfiyah ◽  
Rachma Sari Octaviani ◽  
Ayu Diah Oktaviana
Keyword(s):  
Public Relations ◽  
Sampling Technique ◽  
Local Scale ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Observation Data ◽  
Marketing Communication ◽  
The Public ◽  
Service Staff ◽  
Hotel Managers

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

scholarly journals Marketing Communication Strategy in Facing Competition

2021 ◽  
Vol 3 (1) ◽  
pp. 44-54
Author(s):  
Musliadi Musliadi
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication

Penelitian ini disimpulkan bahwa komunikasi pemasaran yang diterapkan Kelompok Usaha Bersama Kembang Ilung dalam menghadapi persaingan bisnis kerajinan anyaman eceng gondok  adalah dengan jalan memasang iklan (Beriklan) dengan cara pembuatan leaflet/brosur dan pemasangan spanduk. Pemasaran Langsung (direct marketing) dilakukan dengan cara membawa hasil produk kerjainan tangan anyaman eceng gondok untuk dijual di pasar-pasar terdekat. Penjualan secara langsung dengan mendatangi tempat keramaian seperti pasar dan pameran ataupun tempat lainnya dan menawarkan produk-produk yang dihasilkan. Promosi penjualan (sales promotion) dengan membuat produk baru/sample yang kemudian dipromosikan baik secara door to door. Penjualan personal (personal selling) dengan cara menawarkan secara langsung ke buyer/exportir baik dalam daerah maupun luar daerah seperti ke Bali, Yogyakarta dan Palangkaraya. Pemasaran interaktif dilakukan dengan cara mempromosikan dan memasarkan produknya melalui internet yaitu dengan media sosial Whatsapp dan Instagram. Hubungan masyarakat (public relations) dengan memberikan pembinaan, pendidikan dan pelatihan produk kerajinan untuk meningkatkan pendapatan warga setempat. Hambatan dihadapi dalam penerapan komunikasi pemasaran Kerajinan Anyaman Eceng Gondok adalah penggunaan sarana dan prasarana sebagai alat penunjang promosi pemasaran masih belum maksimal. Kegiatan promosi belum dilakukan secara maksimal dan belum menggunakan semua media yang ada serta kurangnya sumber  daya manusia dalam bidang teknologi informasi dan komunikasi masih menjadi hambatan bagi KUB Kembang Ilung dalam upaya penerapan komunikasi pemasaran kerajinan anyaman eceng gondok. Solusi yang dilakukan Kelompok Usaha Bersama Kembang Ilung dalam mengatasi hambatan-hambatan tersebut adalah KUB Kembang Ilung lebih gencar dalam melakukan kegiatan promosi, melakukan loby-loby kepada pihak pemerintah, melakukan peningkatan dan pengembangan SDM yang ada pada setiap anggota sehingga kinerja KUB Kembang Ilung berjalan dengan efisien, melibatkan kegiatan perusahaan dengan memanfaatkan media teknologi informasi, serta melakukan evaluasi dengan Strategi  SWOT secara berkala.

scholarly journals Strategi Komunikasi Pemasaran Terpadu Colourfun Booth Dalam Menjaga Konsumen Di Era New Normal.

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 398
Author(s):  
Evie Christina ◽  
Yugih Setyanto
Keyword(s):  
Public Relations ◽  
Service Industry ◽  
Production Capacity ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Direct Response ◽  
Main Concept ◽  
New Normal ◽  
The Right

In the new normal era, people are becoming more selective in spending costs for household needs, transportation, and other necessities. So, a lot of companies have experienced a decrease in production capacity, a reduction in the capacity of workers, and have out of business. Colourfun Booth is a service industry that provides photobooth services or photo printing services directly at events such as birthdays, weddings, graduations, reunions, companies and so on. Maintain the customers in the new normal era, Colourfun Booth develops a marketing communication strategy by combining elements of communication such as advertising, direct response, sales promotion, and Public Relations to provide maximum communication impact. The method in the preparation of this thesis uses observation, interviews, and documentation. The main concept used the right marketing communication strategy to keep consumers in the new normal era. The strategy adopted by Colourfun Booth are trying to establish a good relationship between brands and consumers through intermediary media, namely social media Instagram and Facebook. Because with this relationship it is expected to be able to become a link between brands and consumers to generate consumer loyalty to the brand.Di era new normal, masyarakat menjadi lebih selektif dalam mengeluarkan biaya untuk keperluan rumah tangga, transportasi, hingga kebutuhan lainnya. Sehingga, tak sedikit perusahaan yang mengalami penurunan kapasitas produksi, pengurangan kapasitas pekerja, hingga harus gulung tikar. Colourfun Booth merupakan industri jasa yang memberikan layanan jasa photo booth atau jasa cetak foto secara langsung pada acara-acara seperti ulang tahun, pernikahan, graduasi, reuni, perusahaan dan sebagainya. Dalam menjaga konsumen di era new normal, Colourfun Booth mengembangkan strategi komunikasi pemasaran dengan cara menggabungkan elemen-elemen komunikasi yang bervariasi seperti periklanan, respon langsung, promosi penjualan, dan Public Relations untuk memberikan dampak komunikasi yang maksimal. Metode dalam penyusunan skripsi ini menggunakan observasi, wawancara, dan dokumentasi. Konsep utama yang digunakan adalah strategi komunikasi pemasaran yang tepat untuk menjaga konsumen di era new normal. Strategi yang dilakukan oleh Colourfun Booth yaitu berusaha menjalin hubungan baik antara merek dengan konsumen melalui media perantara yaitu media sosial Instagram dan Facebook karena dengan adanya hubungan tersebut diharapkan mampu menjadi pengait antara merek dengan konsumen untuk membangkitkan loyalitas konsumen terhadap merek.

scholarly journals Implementation of Marketing Communication Strategy for Alcoholic Products in Social Sensitivity and Legal Protection

2021 ◽  
Vol 3 (3) ◽  
pp. 221-238
Author(s):  
Mahesa Maulana ◽  
Rachmat Kriyantono ◽  
Bambang Dwi Prasetyo
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Alcoholic Beverage ◽  
Personal Selling ◽  
Legal Protection ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Alcoholic Beverages ◽  
Target Market ◽  
Marketing Communication

The role of marketing communication strategy is very important for companies in marketing products to their target market. Marketing communication of alcoholic beverage products which is hampered by promotion, marketing and distribution requires the right strategy in its implementation to ensure business continuity. This research has an exploratory constructivist paradigm. The purpose of this study was to determine the strategy carried out by the management of PT. Multi Bintang Indonesia as a marketing communication strategy for Bir Bintang alcoholic beverages. The research data collection method is through in-depth interviews, observation, and documentation. The data analysis of this research is descriptive qualitative. Informant data collection technique is purposive sampling at the Area Business Manager and Business Development Executive PT. Multi Bintang Indonesia Commerce. The results of the study reveal that the company's strategy is more focused on online aspects, including the use of social media, websites and e-commerce to inform products, sales, and campaigns. The form of marketing communication carried out by PT. Multi Bintang Indonesia in the form of direct and interactive marketing, sales promotion, event marketing, merchandise, personal selling, public relations, and word of mouth.

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