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

Penulis

  • 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

Kata Kunci:

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

Abstrak

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.   

Referensi

Blokdyk, G. (2021). Loyalty Program Rules A Complete Guide. 5STARCooks.Comey, J. (2018). A Higher Loyalty: Truth, Lies, and Leadership (First Edit). Flatiron Books.Hadiwardoyo. (2020). Kerugian Ekonomi Islam Akibat Pandemi Covid-19. Baskara, 2 No 2. https://jurnal.umj.ac.id/index.php/baskara/article/view/6207/4026Kotler, P., & Armstrong, G. (2018). Kotler & Armstrong, Principles of Marketing | Pearson. In Pearson.Kotler, P., & Keller, K. L. (2016). Marketing Management. In Marketing Management. https://doi.org/10.12737/10268Kurniawan, R., Prajanto, D. A., Kondisi, I., Dan, K., Usaha, K., Masa, P., Prajanto, A., Manajemen, P., Akuntansi, D., Ekonomi, F., & Bisnis, D. (2021). Studi Kasus Perusahaan Retail Tahun 2020. Keuangan Dan Auditing, 2(2), 21–29. http://publikasi.dinus.ac.id/index.php/jakaMorissan. (2019). Riset Kualitatif. Kencana.Nugroho, S. (2020). Industri Olahraga (S. Amalia (ed.); 1st ed.). UNY PRESS.Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial. Media Sahabat Cendekia.Prasetyo, B. D. (2018). Komunikasi Pemasaran Terpadu (1st ed.). UB Press.Rakhmawati, N. A., Permana, A. E., Reyhan, A. M., & Rafli, H. (2021). Analisa Transaksi Belanja Online Pada Masa Pandemi COVID-19. Jurnal Teknoinfo, 15(1), 32. https://doi.org/10.33365/jti.v15i1.868Sangadji, E. M. (2018). Perilaku Konsumen, Pendekatan Praktis (Nikoemus WK (ed.); 1st ed.). CV. ANDI OFFSET.Saputra, S. A. (2020). Prosiding Seminar Nasional Pendidikan STKIP Kusuma Negara II PUTM 005 Menjaga Imunitas dan Kesehatan Tubuh melalui Olahraga yang Efektif. Prosiding Seminar Nasional Pendidikan STKIP Kusuma Negara II.Sukoco, S. A. (2018). New Komunikasi Pemasaran Teori dan Aplikasinya. CV. Pustaka Abadi.Sulistiyono. (2019). Manajemen Event Olahraga. IKAPI.Zetira, A., Amaliasari, D., & Satriani, I. (2019). Komunikasi Pemasaran Rumah Sutera Alam Bogor Dalam Upaya Meningkatkan Jumlah Pengunjung. 4(2), 2507–2514.

##submission.downloads##

Diterbitkan

2022-06-30

Terbitan

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

Bagian

Articles

Lisensi

In order to be accepted and published by Ettisal : Journal of Communication, author(s) submitting the article manuscript should complete all the review stages. By submitting the manuscript the author(s) agreed to these following terms:

1.   The copyright of received articles shall be assigned to [Ettisal : Journal of Communication] as the publisher of the journal. The intended copyright includes the right to publish articles in various forms (including reprints). [Ettisal : Journal of Communication] maintain the publishing rights to the published articles.

2.   Authors are permitted to disseminate published article by sharing the link/DOI of the article at [Ettisal : Journal of Communication]. authors are allowed to use their articles for any legal purposes deemed necessary without written permission from [Ettisal : Journal of Communication] with an acknowledgement of initial publication to this journal.

3.   Users/public use of this website will be licensed to CC BY-NC-SA (Attribution & Non-Commercial-ShareAlike)