Strategi Digital Marketing dalam Meningkatkan Brand Awareness pada Grosir Olshop dengan Metode N.Vivo
DOI:
https://doi.org/10.51544/jlmk.v8i1.4935Keywords:
Digital Marketing, Marketing Strategy, Brand AwarenessAbstract
Rapid economic progress has made entrepreneurs take various steps to advance their business. The methods they use always follow current trends and follow technological developments. The way people shop has changed as a result of advances in technology and easier internet access; Digital marketing methods are very important for business expansion. In this competitive business environment, the city of Medan is no less competitive in introducing local brands that they produce through digital media. One of the local brand companies in the city of Medan is Wholesaler Olshop and here the researchers want to explore what digital marketing strategies are used to increase brand awareness so that they can compete with the many fashion companies in Indonesia ranging from local brands to foreign brands. The research method used by researchers is descriptive qualitative with a case study approach to determine digital marketing strategies in increasing Brand Awareness in online wholesale companies. Descriptive is a problem formulation that describes or explores the social conditions that will be researched in a comprehensive and in-depth manner. Digital marketing strategies have become the main key in increasing brand awareness for online wholesalers. By utilizing social media such as Instagram, WhatsApp, and e-commerce platforms such as Shopee, online wholesalers can expand their audience reach and build a strong online presence.
Downloads
References
Amala, H. (2022). Perancangan Media Promosi Perancangan Media Promosi Di Media Sosial Untuk Meningkatkan Penjualan Produk Gula Aren Minahasa Selatan. Manajemen Administrasi Bisnis Dan Pemasaran, 4(1 APRIL), 17.
Anzar Susanti, D. (2016). Analisis Pengaruh harga, promosi, pelayanan,dan Kualitas Produk Online Terhadap kepuasan Konsumen Online secara Syariah. Analytica Islamica, 5(2), 368–393.
Azizah, N., Hasbi, S., & Yetty, F. (2021). Pengaruh Brand Awareness, Transparansi, Dan Kepercayaan Terhadap Keputusan Menyalurkan Zis Di Kitabisa.Com. Jurnal Ekonomi Syariah Pelita Bangsa, 6(02), 111–125. https://doi.org/10.37366/jespb.v6i02.241
Bangun, C. S., & Purnama, S. (2022). Optimalisasi Pemanfaatan Digital Marketing untuk UMKM (Usaha Mikro, Kecil dan Menengah). ADI Pengabdian Kepada Masyarakat, 3(2), 89–98. https://doi.org/10.34306/adimas.v3i2.826
Brandão, C. (2015). P. Bazeley and K. Jackson, Qualitative Data Analysis with NVivo (2nd ed.) . Qualitative Research in Psychology, 12(4), 492–494. https://doi.org/10.1080/14780887.2014.992750
CHUSNAINI, A. C., & RASYID, R. A. (2022). Social Media Marketing: Social Media Content, Brand Image, Brand Awareness and Purchase Intention. Accounting and Management Journal, 6(2), 46–53. https://doi.org/10.33086/amj.v6i2.3028
Endah, P. T., Wilujeng, S. A., Rifka, F., Achmad, S., & Imbalan, Z. (2020). NVIVO | i. 1–125. https://fip.um.ac.id/wp-content/uploads/2021/10/b5-Pemanfaatan-NVIVO-dalam-Penelitian-Kualitatif.pdf
Fitri, A. I., & Dwiyanti, S. A. I. (2021). Efektivitas Media Tiktok Dan Influencermendongkrak Penjualan Lippie Serum Raeccadipandemi Covid19. Jurnal Ekonomi Dan Bisnis (EK&BI), 4(1), 345–353. https://doi.org/10.37600/ekbi.v4i1.210
Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 409–418. https://doi.org/10.31842/jurnalinobis.v3i3.147
Ginting, A. K., & Harahap, K. (2022). Pengaruh Direct Marketing dan Product Quality Terhadap Repurchase Intention pada Live Streaming Marketing Shopee Live (Studi pada Pengguna Aplikasi Shopee di Kota Medan). Journal of Social Research, 1(8), 851–863. https://doi.org/10.55324/josr.v1i8.175
Heri Ismail. (2023). Strategi Pemasaran Digital Pengaruhnya terhadap Pertumbuhan Bisnis di Era Digital. Emis, 1(1), 1–4. https://journal.yazri.com/index.php/emis
Identiti. (2022). Brand Awareness As Mediator Affects Brand Ambassadors And Brand Image Towards Purchase Decisions on Rabbani Muslimah Clothing Products Brand Awareness Sebagai Pemediasi Mempengaruhi Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Produk. Management Studies and Entrepreneurship Journal, 3(3), 1684–1694. http://journal.yrpipku.com/index.php/msej
Kelvin, K., Lane Keller เป, K., & Osborn, น. E. (2017). Kotler, Philip and Keller Kelvin Lane. (2016). Marketing Management. (15th global edition) Edinburgh: Pearson Education. (679 pp). Kasem Bundit Journal, 18(2), 180–183. https://so04.tci-thaijo.org/index.php/jkbu/article/view/104793
Kharisma, N. A., & Mayangsari, I. D. (2021). Strategi Komunikasi Pemasaran Digital Lensolar Dalam Meningkatkan Brand Awareness Di Instagram. EProceedings …, 8(6), 8979–8988. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/17252%0Ahttps://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/17252/16963
Khasanudin Nur. (2019). Strategi Pemasaran Dalam Meningkatkan Brand Awareness Di Kenjava Tour Yogyakarta. 1–43.
Kotler, P. and K. L. K. (2016). Marketing Managemen (15th ed.). Pearson Education,Inc.
Kustiawan, W. (2022). Dampak Media Sosial Tiktok terhadap perilaku remaja pada Era globalisasi. JIKEM: Jurnal Ilmu Komputer, Ekonomi Dan Manajemen, 2(1), 2108–2115.
Lesmana, T. (2023). Analisis Perilaku Konsumen Generasi Milenial Dalam Berbelanja Online. Jurnal EBI, 5(2), 46–56. https://doi.org/10.52061/ebi.v5i2.175
Liedfray, T., Waani, F. J., & Lasut, J. J. (2022). Peran Media Sosial Dalam Mempererat Interaksi Antar Keluarga Di Desa Esandom Kecamatan Tombatu Timur Kabupaten Tombatu Timur Kabupaten Minasa Tenggara. Jurnal Ilmiah Society, 2(1), 2.
Nisa, R. R. (2019). Pengaruh Sosial Media Influencerdan Trustworthinessterhadap Keputusan Pembeliankosmetikmake Over (Di Royal Plaza). Jurnal Pendidikan Tata Niaga (JPTN), 07(02), 1–4. https://ejournal.unesa.ac.id/index.php/jptn/article/view/30171/27649
Nst, W. A. P., Pristiyono, & Simanjuntak, D. (2023). Implementasi Praktik Promosi Diskon dan Giveaway Media Sosial Dalam Menarik Minat Beli Konsumen. Journal of Trends Economics and Accounting Research, 3(4), 484–491. https://doi.org/10.47065/jtear.v3i4.615
Prayogo, A., Fauzi, A., Bagaskoro, D. S., Alamsyah, F. A., Tonda, F., Hafidzi, M. K., Fatturohman, M. R. H., & Wijaya, S. (2023). Pengaruh Brand Image , Viral Marketing dan Brand Awareness Terhadap Minat Beli Konsumen. Jurnal Ilmu Multidisiplin, 1(4), 754–763.
Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi. Jurnal Common, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.1950
Putri, A., & Simatupang, A. (2023). Dawatuna: Journal of communication and islamic broadcasting perkembangan teknologi komunikasi dan informasi: Akar revolusi dan berbagai standarnya. Dawatune : Journal of Communication and Islamic Broadcasting, 3(2), 330–337. https://doi.org/10.47476/dawatuna.v3i2.2460
Putri, V. N., & Paramita, S. (2023). Strategi Komunikasi Perusahaan Fashion di Sosial Media dalam Meningkatkan Brand Awareness. Kiwari, 2(2), 303–309. https://doi.org/10.24912/ki.v2i2.24020
Rahayu, D. W. S. (2019). Penerapan Diskon Dalam Menarik Minat Beli Konsumen Di Matahari Departement Store Kediri Town Square. AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12(2), 42–51. https://doi.org/10.35457/akuntabilitas.v12i2.915
Rahmawati, Setiawan, E. A., & Muinah Fadhilah. (2023). Strategis Promosi Digital Marketing Pada Distributor Keramik Di Yogyakarta. Jurnal Teknologi Dan Manajemen Industri Terapan, 2(4), 287–292. https://doi.org/10.55826/tmit.v2i4.286
Ramdani, N. G., Fauziyyah, N., Fuadah, R., Rudiyono, S., Septiyaningrum, Y. A., Salamatussa’adah, N., & Hayani, A. (2023). Definisi Dan Teori Pendekatan, Strategi, Dan Metode Pembelajaran. Indonesian Journal of Elementary Education and Teaching Innovation, 2(1), 20. https://doi.org/10.21927/ijeeti.2023.2(1).20-31
Rusandi, & Muhammad Rusli. (2021). Designing Basic/Descriptive Qualitative Research and Case Studies. Al-Ubudiyah: Jurnal Pendidikan Dan Studi Islam, 2(1), 48–60.
Sagita, R. A., & Siswahyudianto, S. (2022). Strategi Pemasaran Dalam Pengembangan Brand Awareness pada Sentra Olahan Salak Kunara Desa Kedungrejo Kecamatan Megaluh Kabupaten Jombang. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 5(3), 327–340. https://doi.org/10.31842/jurnalinobis.v5i3.233
Saleh, Z. (2021). BAB III analisis 2. 1Lexy J. Meleong, Metodologi Penelitian Kualitatif (Bandung: PT. Remaja Rosdakarya, 2007), 1, 9–25. http://repository.iainpare.ac.id/2732/
Simbolon, P. S. (2022). (2022). Pengaruh Influencer Marketing dan Sales Promotion Terhadap Minat Beli Di Aplikasi Shopee. Galang Tanjung, 2011, 1–13. http://repository.uhn.ac.id/handle/123456789/6456%0Ahttp://repository.uhn.ac.id/bitstream/handle/123456789/6456/PEMIL S.M. SIMBOLON.pdf?sequence=1&isAllowed=y
Sulastri, Chichi Andriani, & Yuki Fitria. (2020). Pkm Pengembangan Kampung Entrepreneur Berbasis Digital Marketing Sebagai Media Promosi Bagi Pelaku Umkm Di Kelurahan Pasie Nan Tigo Kecamatan Koto Tangah Kota Padang. Journal of Community Service, 2(2), 133–142. https://doi.org/10.56670/jcs.v2i2.43
Syukri, A. U., & Sunrawali, A. N. (2022). Digital marketing dalam pengembangan usaha mikro, kecil, dan menengah. Kinerja, 19(1), 170–182. https://doi.org/10.30872/jkin.v19i1.10207
Tjiptono, F ; Anastasia, D. 2018 : (2016). Landasan Teori اديدج. Dasar-Dasar Ilmu Politik, 13, 17–39.
Tulasi, D. (2012). Marketing Communication dan Brand Awareness. Humaniora, 3(1), 215. https://doi.org/10.21512/humaniora.v3i1.3253
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Salsa Debi Yolanda, Yusniah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
