Komunikasi Pemasaran Decathlon Indonesia dalam Mempertahankan Loyalitas Konsumen di Masa Pandemi COVID-19

Authors

  • Indriyani Idris University of Muhammadiyah Jakarta
  • Oktaviana Purnamasari University of Muhammadiyah Jakarta
  • Aminah Swarnawati University of Muhammadiyah Jakarta
  • Sa’diyah El Adawiyah University of Muhammadiyah Jakarta

DOI:

https://doi.org/10.21111/ejoc.v7i1.7095

Keywords:

Decathlon Indonesia, Komunikasi Pemasaran, Loyalitas Konsumen, Retail Olahraga, Media baru, Consumer Loyalty, Sports Retail, New Media

Abstract

AbstrakPada awal tahun 2020, Indonesia dihadapkan dengan menyebarnya virus COVID-19 yang menyebabkan angka kematian sangat tinggi, menerapkan pola hidup sehat dengan mengkonsumsi vitamin dan berolahraga merupakan salah satu cara untuk meningkatkan imunitas agar tidak mudah terpapar virus COVID-19, dalam kondisi ini tentunya masyarakat indonesia membutuhkan peralatan dan perlengkapan untuk mendukung aktifitas berolahraga. Di Indonesia, satu salah satu retail olahraga yang menjual peralatan dan perlengkapan berolahraga ialah Decathlon Indonesia, penelitian ini bertujuan untuk mendeskripsikan dan menganalisis komunikasi pemasaran Decathlon Indonesia di masa pandemi COVID-19. Metode penelitian yang digunakan ialah metode kualitatif dengan pendekatan studi kasus, hasil penelitian menunjukan bahwa Decathlon Indonesia menggunakan media baru seperti Instagram, Facebook, YouTube, LinkedIn dan Tiktok, pada personal selling, manajemen Decathlon Indonesia meminimalisir interaksi dan memilih menggunakan display layout agar informasi mengenai produk tetap sampai kepada konsumen, metode publisitas dan promosi yaitu menyelenggarakan event digital dengan memberikan potongan harga dan gift coupon kepada konsumen yang menjadi peserta event. Masih terdapat keterbatasan bagi Decathlon Indonesia untuk merambah ke media lama seperti televisi dan radio, belum memadainya program reward loyality bagi membership Decathlon Indonesia. AbstractAt the beginning of 2020, Indonesia was faced with the spread of the COVID-19 virus which caused a very high mortality rate, implementing a healthy lifestyle by consuming vitamins and exercising is one way to increase immunity so that it is not easily exposed to the the COVID-19 virus, in this condition of course the indonesian people need equipment sport to support sports activities, in indonesia, one of the sports retailers that sell sports equipment is Decathlon Indonesia, this study aims to describe and analyze the marketing communication of Decathlon Indonesia during the COVID-19 pandemic. The research method used is a qualitative method with a case study approach, the results of the study show Decathlon Indonesia use new media such a Instagram, Facebook, YouTube, LinkedIn and Tiktok, in personal selling, Decathlon Indonesia management minimizes interaction and chooses to use display layouts for information about products still reaches consumers, publicity and promotion methods, namely organizing digital events by providing discounts prices and gift coupons to consumers who are participants in the event. There are still limitations for Decathlon Indonesia to penetrate into old media such as televesion and radio, inadequate loyalty reward programs for indonesian Decathlon Indonesia membership.   

References

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Published

2022-06-30

Issue

Vol. 7 No. 1 (2022): ETTISAL: Journal of Communication

Section

Articles

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