Penggunaan Komunikasi Pemasaran Terpadu (Integrated Marketing Communication) Dalam Menentukan Pembelian Daring di Masa Pandemi Covid-19: Studi Kasus Startup Unicorn Indonesia Pertama JNT Express Melalui Akun Instagram @Jntexpress.Jakarta
DOI:
https://doi.org/10.32493/mdkm.v1i1.38745Abstract
Dampak pandemi Covid-19 telah mengubah lanskap penjualan konvensional, mendorong perubahan menuju penjualan daring. Popularitas yang terus meningkat dalam belanja daring telah mendorong pertumbuhan bisnis ekspedisi, dengan pemanfaatan media sosial seperti Instagram untuk mempromosikan layanan pengiriman. Tujuan penelitian ini adalah untuk mengidentifikasi penggunaan Komunikasi Pemasaran Terpadu (Integrated Marketing Communication, IMC) sebagai faktor penentu dalam pembelian daring. Selain itu, penelitian juga bertujuan untuk memahami faktor-faktor yang mempengaruhi minat pelanggan dalam berbelanja secara daring dan menggunakan layanan pengiriman dari J&T Express setelah melihat konten di akun Instagram @jntexpress.jakarta selama masa pandemi. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, yang melibatkan wawancara dengan dua informan dari tim Marketing & Business Development, serta dua pengguna layanan pengiriman dari agen J&T Express di Jakarta. Teori yang diterapkan untuk menganalisis hasil penelitian adalah Teori Marketing Mix (oleh Phillip Kotler) dan Public Relation (PR) Mix. Hasil penelitian menunjukkan bahwa konsep IMC dan promosi melalui akun Instagram @jntexpress.jakarta memainkan peran penting dalam mendorong pembelian daring selama pandemi Covid-19, serta mempengaruhi pelanggan untuk memilih layanan pengiriman dari J&T Express sebagai mitra pengiriman mereka setelah melihat konten di Instagram @jntexpress.jakarta
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