Integrated Marketing Communication pada Penguatan Brand E-Commerce: Telaah IMC pada Platform Shopee Indonesia

Authors

  • dita verolyna Institut Agama Islam Negeri Curup

DOI:

https://doi.org/10.21111/ejoc.v6i1.5103

Keywords:

E-commerce, IMC, Komunikasi, Pemasaran, Shopee

Abstract

Perkembangan teknologi membuat adanya perubahan di seluruh aspek kehidupan manusia, salah satunya adala cara berbelanja. Perilaku konsumen generasi muda mulai menyukai tradisi berbelanja secara online. Peluang ini dimanfaatkan kaum kapitalis untuk membuat platform digital yang dapat memfasilitasi perbelanjaan secara elektronik, setidaknya tercatat 10 e-commerce raksasa dan Platform Shopee menduduki peringkat popular. Tujuan dari penulisan ini adalah untuk mengetahui bagaimana penguatan Brand E-commerce Shopee dengan Integratd Marketing Communication. Penulisan artikel ini menggunakan metode kajian literatur. Berdasarkan data yang dihimpun didapatkan hasil bahwa dalam mempertahankan 94 juta pengguna, Shopee menggunaka Integrated Marketing Communication untuk memperkuat Brand. Pemanfaatan kemajuan teknologi yang sesuai dengan target market dan kemajuan zaman menampilkan fitur yang canggih pada Platform Shopee. Selain itu pemeliharaan komunikasi timbal balik antara Shopee dan pengguna melalui media dan semua saluran komunikasi

Author Biography

dita verolyna, Institut Agama Islam Negeri Curup

Dosen Komunikasi dan penyiaran Islan IAIN Curup, bengkulu, Indonesia

References

Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y. K., & Solnet, D. (2013). Understanding Generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245–267. https://doi.org/10.1108/09564231311326987 Estriana, V., Vera, N., Magister, D., Komunikasi, I., Luhur, U. B., Raya, J. C., & Utara, P. (1979). Analisa Strategi Ecommerce Indonesia dalam Penerapan Integrated Marketing Communication. 9, 17–24. Fansuri, H. (2017). Konsumerisme dan Hegemoni Barat terhadap Masyarakat Negara Berkembang: Perspektif Antonio Gramsci. Journal of Integrative International Relations, 3(November), 31–49. Fitriyadi, E. (2019). Masyarakat Industri 4 . 0. Journal Teknologi Dan Informasi ESIT, XIV(11), 34–39. Iskandar, I. (2016). Implementasi Teori Hirarki Kebutuhan Abraham Maslow terhadap Peningkatan Kinerja Pustakawan. Khizanah Al-Hikmah : Jurnal Ilmu Perpustakaan, Informasi, Dan Kearsipan, 4(1), 23–34. https://doi.org/10.24252/kah.v4i1a2 Juliswara, V. (2019). Relasi Kuasa Bisnis Daring Menghadapi Hegemoni Pasar Modern di Indonesia. Simulacra, 2(2), 209–221. https://doi.org/10.21107/sml.v2i2.6053 Mellyan, M. (2020). SOCIAL MEDIA MARKETING; STRATEGI KOMUNIKASI BISNIS ERA DIGITAL (Studi Analisis Portal TaniFund.com). At-Tanzir: Jurnal Ilmiah Prodi Komunikasi Penyiaran Islam, 22. https://doi.org/10.47498/tanzir.v11i1.350 Setiawan, W. (2017). Era Digital dan Tantangannya. Seminar Nasional Pendidikan, 1–9. Sheung, C. T. (2014). E-Business; The New Strategies Ande-Business Ethics, that Leads Organizations to Success. Global Journal of Management and Business Research: A Administration and Management, 14(8), 8–14. Suswanto, P., & Setiawati, S. D. (2020). Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning Di Tengah Pandemi Covid-19 Di Indonesia. Linimasa: Jurnal Ilmu Komunikasi, 3(2), 16–29. http://52.221.78.156/index.php/linimasa/article/view/2754 Tapscott, D. (2013). Grown Up Digital: Yang Muda Yang Mengubah Dunia (Fajarianto (ed.)). PT Gramedia Pustaka Utama. Jakarta Website https://iprice.co.id/insights/mapofecommerce/diakses pada 22 Oktober 2020 https://genbest.kompas.com/read/2019/12/10/110500326/terus-tumbuh-signifikan-begini-masa-depan-e-commerce-di-indonesia diakses pada 23 Oktober 2020

Downloads

Published

2021-06-30

Issue

Vol. 6 No. 1 (2021): ETTISAL: Journal of Communication

Section

Articles

License

Copyright Notice

Authors retain full copyright and grant Ettisal: Journal of Communication the right of first publication. The published work is simultaneously licensed under a Creative Commons Attribution–NonCommercial–ShareAlike 4.0 International License (CC BY-NC-SA 4.0).
This license allows others to share and adapt the work for non-commercial purposes, provided proper credit is given to the author(s) and the journal, a link to the license is included, and any derivative works are distributed under the same license.

Additional Distribution Rights

Authors may enter into separate, non-exclusive agreements for the distribution of the journal’s published version of their work—such as depositing it in institutional repositories or including it in edited books—provided that the initial publication in Ettisal: Journal of Communication is acknowledged.

Pre- and Post-Publication Sharing

Authors are permitted and encouraged to share their work online (e.g., through institutional repositories, academic networking platforms, or personal websites) before, during, and after the submission process. Such practices promote scholarly exchange and can enhance the visibility and citation impact of the published work.

License Statement:
All articles published in Ettisal: Journal of Communication are licensed under the Creative Commons Attribution–NonCommercial–ShareAlike 4.0 International License (CC BY-NC-SA 4.0).