The Influence of IMC Implementation on the Brand Awareness of BLANJA.com

Ulfa Dinyah Fitri, Haris Herdiansyah

Abstract


Integrated marketing communication continues to be an important issue to create brand awareness of a product. This study aims to identify the influence of the integrated marketing communication elements implementation towards the brand awareness of BLANJA.com. The method used in this research is quantitative with an explanatory research approach. Data were collected through online questionnaires spread to the BLANJA.com customers.  There were 121 respondents involved in this study who were selected using the purposive sampling technique. The analysis technique used was multiple regression using SPSS 25.0.  This research found that advertising, sales promotion, public relation, and digital communication had a significant influence simultaneously towards the brand awareness of BLANJA.com, with the Coefficient of Determination is 80,7%. Further, digital communication had the most considerable impact partially on the brand awareness of BLANJA. Public relations and advertising also had significant influences partially towards the brand awareness of BLANJA.com.

 

Komunikasi marketing terintegrasi masih menjadi topik yang penting dalam kaitannya dengan kesadaran merek dari suatu produk. Tujuan dari riset ini adalah untuk mengidentifikasi pengaruh implementasi elemen dari komunikasi marketing terintegrasi terhadap kesadaran merek dari Blanja.com. Metode yang digunakan adalah metode kuantitatif eksplanatif. Data responden didapat dengan menggunakan kuisioner terhadap pelanggan BLANJA.com. Sample yang terlibat sebanyak 121 responden yang dipilih dengan teknik purposive sampling. Teknik analisis data menggunakan regresi berganda yang diolah dengan SPSS 25.0. Hasil riset menunjukkan bahwa terdapat pengaruh yang signifikan dari iklan, promosi penjualan, hubungan masyarakat dan komunikasi digital terhadap kesadaran merek dari BLANJA.com dengan determinasi pengaruh sebesar 80,7%. Dari keempat elemen tersebut, yang paling berpengaruh terhadap kesadaran merek dari BLANJA.com adalah komunikasi digital, diikuti selanjutnya dengan humas, iklan, dan promosi penjualan.


Keywords


BLANJA.com; Brand Awareness; Integrated Marketing Communication; kesadaran Merek; Komunikasi Pemasaran Terpadu

Full Text:

PDF

References


Allaham, M. (2015). The effect of Sales promotion tools on brand image. International Journal of Business and Management Invention, 4(2), 52-58.

Bakic, T. V.-S. (2014). Social Responsibility and Ethics of Marketing and Corporate Communications. Innovative Management and Firm Performance: An Interdisciplinary Approach and Cases, 106.

Batra, R. K. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80, 122–145.

Blanja.com. (2019). Targetkan Transaksinya Naik 50% Selama Ramadan. https://katadata.co.id/berita/2019/05/07/blanjacom-target-transaksi-naik-50-selama-ramadan

Buil, I. D. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66, 115–122.

Clow, K. E. (2014). Integrated Advertising, Promotion and Marketing Communication. Pearson.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitaive, and Mixed Methods. SAGE publications.

David, S. M. (2011). Marketing communications mix of universities-communication with students in an increasing competitive university environment. Journal of Competitiveness, 58–67.

Ercis, S. (2011). Importance of integrated marketing communication components regarding brand promotion and their effects on company performance: An Empirical Research. Research Journal of Economics,

Business and ICT, 21, 106–116.

iprice. (2019). Daftar 50 Website & Aplikasi E-Commerce di Indonesia 2019. https://iprice.co.id/insights/mapofecommerce/.

Järvinen, J. T. (2012). Digital marketing in the era of social media: use, measurement, and barriers in the B2B sector. Marketing Management Journal, 102‒17.

Jevremović, M. Š.-S. (2016). Study on the actual and perceptual interactivity of the web site. Journal of Communication Information, 42–47.

Khizar, N. F. (2016). Effect of integrated marketing communication components on brand awareness and customer loyalty in beverage sector. A Research Journal of Commerce, Economics, and Social Sciences., 10, 64.

Kotler, P., Keller, K. L., & Manceau, D. (2015). Marketing Management. Pearson.

Malik, M. E. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23, 117–122.

Mckinsey. (2018). The digital archipelago: How online commerce is driving Indonesia’s economic development. https://www.mckinsey.com/featured-insights/asia-pacific/the-digital-archipelago-how-online-commerce-is-driving-indonesias-economic-dev

Mulhern, F. (2009). Integrated marketing communications: from media channels to digital connectivity. Journal of Marketing Communications, 15(2), 85‒101.

Olejniczak, A. T. (2015). Selected indicators for evaluating the effectiveness of marketing communication. Marketing of Scientific and Research Organizations, 16, 19–32.

Prindle, R. (2011). A public relations role in brand messaging. International Journal of Business and Social Science, 2, 18.

Sekaran, U. B. (2016). Research methods for business: A skill building approach. John Wiley & Sons.

Selvakumar, J. J. (2014). Dimensions of Integrated Marketing Communication (IMC) and Their Impact in Creating Brand Equity in the Quick Service Restaurant (QSR) Industry in Coimbatore City. Ushus-Journal of Business Management, 13, 27–40.

Setiawan, S. R. (2019). Sri Mulyani: Pertumbuhan Ekonomi Digital RI Bikin Iri. https://money.kompas.com/read/2019/10/11/062300826/sri-mulyani--pertumbuhan-ekonomi-digital-ri-bikin-iri?page=all

Tong, X. H. (2009). Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management: An International Journal, 13, 566–581.




DOI: https://doi.org/10.24815/jkg.v10i1.20156

Article Metrics

Abstract view : 0 times
PDF - 0 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Jurnal Komunikasi Global (JKG)
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Syiah Kuala
Jln. Tgk. Tanoh Abee, Darussalam, Banda Aceh, 23111
Telp.  (0651) 7555267
Email: jkg@usk.ac.id

 

Published by:

 

Indexed by: