Strategi Komunikasi Pemasaran Digital Terpadu (IMC) dalam E-Groceries (Studi Kasus : Tokopedia NOW!)

Authors

  • Tita Miasari Jurusan Ilmu Komunikasi, Universitas Indonesia, Indonesia.
  • Irwansyah Jurusan Ilmu Komunikasi, Universitas Indonesia, Indonesia.

DOI:

https://doi.org/10.38035/jim.v4i2.937

Keywords:

Komunikasi Pemasaran Digital, E-Groceries, Tokopedia NOW!, Integrated Marketing Communication (IMC)

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital pada layanan e-groceries Tokopedia NOW! Melalui metode wawancara mendalam dengan tim pemasaran, penelitian ini mengeksplorasi penerapan konsep Integrated Marketing Communication (IMC) dalam menciptakan pesan yang konsisten dan terpadu. Dengan mengkoordinasikan berbagai alat, saluran, dan sumber daya komunikasi, IMC bertujuan memberikan pengalaman yang kohesif bagi konsumen. Hasil analisis menunjukkan bahwa penerapan IMC yang efektif memperkuat hubungan antara Tokopedia NOW! dan pelanggannya, serta meningkatkan kepercayaan dan loyalitas di tengah persaingan industri e-groceries yang ketat. Melalui pendekatan responsif terhadap feedback pelanggan, pemanfaatan teknologi, dan kreativitas tim, Tokopedia NOW! berhasil mengatasi berbagai tantangan dalam strategi komunikasi pemasaran digital mereka, mempertahankan relevansi di pasar yang kompetitif. Penelitian ini memberikan wawasan praktis bagi perusahaan e-groceries dalam mengembangkan strategi komunikasi pemasaran digital yang memenuhi ekspektasi konsumen dan mempertahankan loyalitas pelanggan.

References

Handayani, P. W., Nurahmawati, R. A., Pinem, A. A., & Azzahro, F. (2020). Switching Intention from Traditional to Online Groceries Using the Moderating Effect of Gender in Indonesia. Journal of Food Products Marketing, 26(6), 425–439. https://doi.org/10.1080/10454446.2020.1792023

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PR Team Tokopedia. (2021, November 17). ‘Tokopedia NOW!’ Launched in Jakarta, Groceries Will Arrive within Two Hours with Free Shipping. Tokopedia Official Website. https://www.tokopedia.com/blog/tokopedia-now-launched-in-jakarta-groceries-will-arrive-within-two-hours-with-free-shipping-rls/

Prahasti, G., Lewi, A., & Bharwani, K. A. (2023). The Effect of Ewom on Brand Image and Purchase Intention in the Astro E-grocery Application. Journal of Digital Marketing and Halal Industry, 5(2), 185–206. https://doi.org/10.21580/jdmhi.2023.5.2.14461

Schultz, D., & Schultz, H. (2004). IMC, the Next Generation?: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication. https://doi.org/DOI: 10.1036/0071436219

Seidman, I. (2006). Interviewing as Qualitative Research: A Guide for Researchers in Education and the Social Sciences.

Smith, P. R. (1996). Marketing Communications: An Integrated Approach. London: Kogan Page Limited.

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Published

2025-06-18

How to Cite

Miasari, T., & Irwansyah. (2025). Strategi Komunikasi Pemasaran Digital Terpadu (IMC) dalam E-Groceries (Studi Kasus : Tokopedia NOW!). Jurnal Ilmu Multidisiplin, 4(2), 716–721. https://doi.org/10.38035/jim.v4i2.937

Issue

Vol. 4 No. 2 (2025): Jurnal Ilmu Multidisplin (Juni–Juli 2025)

Section

Articles

License

Copyright (c) 2025 Tita Miasari, Irwansyah

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