Enhancing Netizen As A Digital Marketing Activity Toward Strategic Branding:  A Case Study of “XYZ” Brand

Hidayat, Nila K.; Tobing, Rudy

doi:10.21512/tw.v13i1.668

Cited by 6 publications

(7 citation statements)

References 1 publication

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“…Komunikasi pemasaran digital merupakan sebuah konsep pemasaran yang benar-benar baru, dan tidak hanya menambahkan elemen digital ke dalam komunikasi pemasaran konvensional (Järvinen et al, 2013). Keberhasilan perusahaan dalam melakukan komunikasi pemasaran digital memberikan keuntungan berupa kemampuan perusahaan dalam menjaring lebih banyak konsumen melalui pendekatan global (Hidayat & Tobing, 2012). Johar (2015) menyatakan bahwa salah satu landasan dalam melakukan komunikasi pemasaran digital adalah model AIDA.…”

Section: Temuan Dan Pembahasanunclassified

Komunikasi Pemasaran Digital sebagai Tantangan Teknologi

Sari

Utami

2021

Cantrik

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The rise of internet users directly influences the usage of e-commerce platform in Indonesia. This growth also influences the competition between brands whom utilize e-commerce platform, hence companies need to address digital marketing communication as primary tools to compete in consumer market. As one of the most well-known shoes brand in Indonesia, Amazara fully realizes the potential of digital marketing sector and trying to implement digital marketing communication as one of its primary marketing strategy. This research examines the chosen communication strategy of Amazara in digital and internet platform. Primary data was taken from in-depth interview with owner and employees. Collected data was classified into categories and processed through data implementation to understand the depth knowledge about this specific case. Interpretation results were compared with theoretical context from literature studies, and formulated to reach primary conclusion. The results of the study indicate that the company has carried out planning and evaluation to develop digital marketing. The company has also developed an AIDA-based digital marketing strategy

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Section: Temuan Dan Pembahasanunclassified

Komunikasi Pemasaran Digital sebagai Tantangan Teknologi

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Utami

2021

Cantrik

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“…Terlebih lagi dengan adanya internet yang mempermudah perusahaan untuk menjangkau ragam segmentasi konsumen yang lebih luas ataupun spesifik. Sebagaimana yang dicetuskan dalam jurnal Hidayat & Tobing (2012), bahwa ketika seseorang mulai mengeksplorasi taktik pemasaran melalui internet, ia akan memiliki kemampuan untuk meraih jutaan konsumen melalui pendekatan global dan juga kelompok yang lebih spesifik. Hidayat & Tobing (2012) juga mengulas bahwa media sosial dapat menjadi pasar dengan audiens yang ditargetkan.…”

Section: Pendahuluanunclassified

“…Sebagaimana yang dicetuskan dalam jurnal Hidayat & Tobing (2012), bahwa ketika seseorang mulai mengeksplorasi taktik pemasaran melalui internet, ia akan memiliki kemampuan untuk meraih jutaan konsumen melalui pendekatan global dan juga kelompok yang lebih spesifik. Hidayat & Tobing (2012) juga mengulas bahwa media sosial dapat menjadi pasar dengan audiens yang ditargetkan. Adanya media sosial yang bersifat user generated content tentu akan memungkinkan adanya keterlibatan atau engagement yang tinggi antara merek dengan audiens atau konsumennya.…”

Section: Pendahuluanunclassified

User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul

Nisrina

2021

JKP

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The dynamic development of communication technology certainly brings changes in various aspects including marketing. The presence of digital channels brings new access for companies or brands to convey their marketing messages. The difference between analogue and digital marketing, of course, results in different marketing strategies. Changes in the orientation of the product to consumers also have an effect. In digital marketing, user generated content is an important feature, especially with the increasing number of social media users, including in Indonesia. As in the case of the '#Shopee Haul’ phenomenon, where user generated content becomes a digital marketing strategy that has a positive impact on product sales. This research focuses on how user generated content can be an effective digital marketing strategy from a user perspective, using descriptive qualitative methods and case studies. Primary data sources were obtained from interviews with informants who met the criteria (purposive sampling), and were supported by secondary data sources derived from participatory observation. As a result, user generated content can be an effective digital strategy due to the features attached to UGC itself, such as personal values and individual creativity, motivation to share information and social benefits.

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“…Hidayat & Tobing [25] menyatakan bahwa pemasaran dengan digital marketing mempunyai korelasi kuat, melalui proses eskplorasi bisnis pemasaran di internet, pemasar akan menemukan fakta bahwa lebih efektif untuk menggunakan pemasaran digital karena mampu mencapai jutaan pelanggan dan dapat melakukan pendekatan global dan kelompok yang lebih spesifik dan juga dari pelanggan yang lebih dekat dengan pemasar, penyebaran merek akan dapat dikembangkan lebih luas. Pemasar dapat memanfaatkan media sosial sebagai pasar, dan juga memiliki pasar yang ditargetkan.…”

Section: Kerangka Pemikiranunclassified

The Role of Website and Youtube Application Quality as Integrated Marketing Communication Media in Affecting Consumer Behavior Shifting

Muliansyah

Rahmayanti

2019

JOINT

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In the current era of communication globalization, the role of social media is needed by humans to interact with each other. Social media is a medium for socializing with each other online, which allows users to interact with each other without being limited by time and space. This social media has a big influence on society especially young people who are the main consumers. The influence of social media as a marketing communication media, where users can give opinions and provide information to each other. On the other hand social media can also change the character of consumers, especially teenagers who are unstable and tend to be easily influenced. This study examines the role of websites and YouTube in influencing the character of consumers in buying products or services. The research population was selected by University Students in Bandung and 100 (one hundred) students were taken at University X in Bandung who were active in social media. The results of the questionnaire were processed using the partial least square method.

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Enhancing Netizen As A Digital Marketing Activity Toward Strategic Branding: A Case Study of “XYZ” Brand

Abstract: ABSTRACT

Cited by 6 publications

References 1 publication

Komunikasi Pemasaran Digital sebagai Tantangan Teknologi

Komunikasi Pemasaran Digital sebagai Tantangan Teknologi

User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul

The Role of Website and Youtube Application Quality as Integrated Marketing Communication Media in Affecting Consumer Behavior Shifting

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