The Implementation of IMC Tools on Marketing Communication in Niche Market @kedaionyi during Covid-19 Pandemic

Andariesta Adhani Panggita

Abstract


Covid-19 pandemic has been for almost two years. However, this pandemic is also turning the business flow into an online business, including Mataram city. Various type of online businesses has helped people to support their needs during the Covid-19 pandemic. One of them is Kedai Onyi, the niche market type in food catering with a low budget. The owners offer and develop the business on social media. The purpose of this research is to analyze and describe the implementation of online marketing communication used by the owner of Kedai Onyi based on the Integrated Marketing Communication (IMC) tools concept. This research is qualitative research with a descriptive method. The result of this research shows us that Kedai Onyi has implemented several IMC tools on its online business. But, the implementation is still not applied to the maximum level.

Keywords


Marketing Communication; IMC tools; Small Businesses; Niche Market; Covid-19 pandemic.

Full Text:

PDF

References


Belch, GE & Belch, M. (2009). Advertising and. In Director (Issue October).

Clow, K. E., & Baack, D. (2018). Integrated advertising, promotion & marketing communications. https://openlibrary.org/books/OL3683564M/Integrated_advertising_promotion_marketing_communications

Creswell, J. W. (2014). Penelitian Kualitatif & Desain Riset: Memilih di Antara Lima Pendekatan (B. B. Fawaid, Achmad; Qudsy, Saifuddin Zuhri; Atijah (ed.); 3rd ed.). Pustaka Pelajar.

Creswell, J. W. (2015). Research Design: Pendekatan Kualitatif, Kuantitatif, dan Mixed. (S. Z. Qudsy (ed.); 3rd ed.). Pustaka Pelajar.

Ekhlassi, A. (2012). Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era. International Journal of Information and Electronics Engineering, 2(5), 761–765. https://doi.org/10.7763/ijiee.2012.v2.202

Fill, C., & Turnbull, S. (2009). Marketing Communications: Interactive... 5th Ed.

Fill, C., & Turnbull, S. (2016). Marketing Communications : Discovery, Creation, and Conversations. British Library Cataloguing-in-Publication Data, 7, 761.

Hernawardi. (2020). Ini Cara Pemkot Mataram Pulihkan Ekonomi | Ekonomi. Gatra.Com, 1. https://www.gatra.com/detail/news/485775/ekonomi/inicara-pemkot-

Kriyantono, R. (2020). Teknik Praktis Riset Komunikasi Kuantitatif dan Kualitatif: Disertai Contoh Praktis Skripsi, Tesis, dan Disertasi Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran. (2nd ed.). Kencana, Prenadamedia Group.

Manurung, G. V., Rewindinar, R., & Marta, R. F. (2020). Optimization Instagram Content as @gokampusofficial Brand Communication Medium. Mediator: Jurnal Komunikasi, 13(2), 203–216. https://doi.org/10.29313/mediator.v13i2.6402

N.N. (2020a). Kondisi Ekonomi NTB di Tengah Pandemi, UMKM Butuh Bantuan Pemerintah - koranntb.com. Koranntb.Com, 1. https://koranntb.com/2020/04/15/kondisi-ekonomi-ntb-di-tengah-pandemi-umkm-butuh-bantuan-pemerintah/

N.N. (2020b). Niken Sebut Digital Lifestyle jadi Peluang UMKM Dimasa Pandemi – Duta Selaparang. Dutaselaparang.Com, 1. https://dutaselaparang.com/niken-sebut-digital-lifestyle-jadi-peluang-umkm-dimasa-pandemi/

Nazir. (2017). Metode Penelitian. PT. Raja Grafindo Persada.

Pambudi, B. S., & Suyono, S. (2020). DIGITAL MARKETING AS AN INTEGRATED MARKETING COMMUNICATION STRATEGY IN BADAN USAHA MILIK DESA (BUMDesa) IN EAST JAVA. Competence : Journal of Management Studies, 13(2), 121–151. https://doi.org/10.21107/kompetensi.v13i2.6829

Parrish, E. D., Cassill, N. L., & Oxenham, W. (2006). Niche market strategy for a mature marketplace. Marketing Intelligence and Planning, 24(7), 694–707. https://doi.org/10.1108/02634500610711860

Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu Pada Era Media Sosial. CV Pustaka Setia.

Shantosa, A. (2021). Pandemi Covid-19 Percepat Pemanfaatan Teknologi Digital UMKM - Ekonomi | RRI Mataram |. Rri.Co.Id, 1. https://rri.co.id/mataram/ekonomi/995892/pandemi-covid-19-percepat-pemanfaatan-teknologi-digital-umkm

Shimp, T. A. (2006). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications SEVENTH IEDITION. http://www.thomsonrights.com.

Son, J., Kim, J. (Jeanne), Choi, J., & Kim, M. (2017). Linking online niche sales to offline brand conditions. Journal of Business Research, 70, 74–84. https://doi.org/10.1016/j.jbusres.2016.07.004

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Titis, A., & Kandhogo, B. (2014). Peran dari Integrated Marketing Communication terhadap Brand Equity. INTERAKSI: Jurnal Ilmu Komunikasi, 3(1), 94–102. https://doi.org/10.14710/interaksi.3.1.94-102

Wu, C. H., Ho, G. T. S., Lam, C. H. Y., Ip, W. H., Choy, K. L., & Tse, Y. K. (2016). An online niche-market tour identification system for the travel and tourism industry. Internet Research, 26(1), 167–185. https://doi.org/10.1108/IntR-08-2014-0204




DOI: https://doi.org/10.29313/mediator.v14i2.8100

Refbacks

  • There are currently no refbacks.


Bookmark and Share


 

   

 


Creative Commons License
This work is licensed under a  Creative Commons Attribution 4.0 International License