Rekomendasi Pedoman Komunikasi Pemasaran Berbasis Pertimbangan Etika Key Opinion Leaders Industri e-Commerce

Authors

DOI:

https://doi.org/10.32493/jpkpk.v4i3.10445

Keywords:

Influencer Marketing, Key Opinion Leader, E-Commerce, Komunikasi Pemasaran, Etika Pemasaran, Word-of-Mouth, e-WOM

Abstract

Dengan semakin bertumbuhnya penetrasi internet di Indonesia, ditambah dengan efek dari COVID-19 di tahun 2020 lalu, industri e-commerce menjadi bertumbuh pesat. Selain itu, pertumbuhan influencer juga menjadi salah satu strategi yang menjadi mulai dikenal dan diadopsi oleh beberapa perusahaan. Penggunaan influencer sebagai strategi pemasaran  sering dikenal juga sebagai sebagai influencer marketing, yaitu penggunaan beberapa orang yang memiliki kemampuan untuk meningkatkan pengetahuan konsumen terhadap suatu brand. Sekelompok orang ini yang dikenal sebagai Key Opinion Leaders ini menjadi banyak juga digunakan, salah satunya di industri e-commerce. Melalui penelitian ini, peneliti melakukan penelitian kualitatif dengan cara observasi terhadap salah satu perusahaan e-commerce selama 3.5 bulan secara langsung, melakukan wawancara mendalam terhadap 3 Key Opinion Leaders (KOL) dan 3 karyawan yang bekerja erat dengan para KOL, sehingga dapat memahami isu bisnis yang terjadi, lalu juga dapat menyusun strategi pemasaran dalam bentuk pedoman sebagai solusi isu yang terjadi dan mencegah adanya persoalan-persoalan etika di kemudian hari.

Author Biographies

Louise Angelita, Institut Teknologi Bandung (ITB)

Louise Angelita is a Master of Business Administration from Institut Teknologi Bandung (2020-2021). She has an interest in research and works in the fields of marketing, business ethics, and strategy management. She also had experience in professional work with the e-commerce industry for at least 1 year until now (since 2019).

Andika Putra Pratama, Institut Teknologi Bandung (ITB)

Andika Putra Pratama is an Assistant Professor School of Business and Management, Institut Teknologi Bandung (SBM ITB). In his research, he is interested in issues related to organizational behavior, organization theory, business ethics, and cross-cultural management.

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Published

2021-06-01

Issue

Vol. 4 No. 3 (2021): Jurnal Pemasaran Kompetitif

Section

Articles

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Open Access

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