Memahami Definisi Komunikasi Pemasaran Digital dalam Teori dan Praktek

Understanding the Definition of Digital Marketing Communication in Theory and Practice

Authors

  • Didip Diandra Universitas Paramadina
  • Adrian A. Wijanarko Universitas Paramadina
  • Henky Ade Moerales Universitas Paramadina
  • Ayu Audina Satoto Universitas Paramadina

DOI:

https://doi.org/10.37195/jtebr.v6i1.174

Keywords:

Komunikasi, Pemasaran, Digital, Teori dan Praktek

Abstract

Perkembangan teknologi digital yang pesat telah merubah paradigma dan pandangan individu atau kelompok terhadap pemasaran dan cara berkomunikasi dalam pemasaran. Tujuan dari penelitian ini adalah untuk memberikan pemahaman yang mendalam tentang definisi komunikasi pemasaran digital dalam teori dan praktek. Penelitian ini menggunakan metode kualitatif deskriptif. Data primer dikumpulkan dari observasi terhadap objek praktek dan didukung oleh data sekunder berupa kajian literatur yang sesuai dengan topik penelitian. Hasil penelitian menunjukkan bahwa terdapat beberapa jenis pendekatan dalam komunikasi pemasaran digital seperti hubungan pemasaran, pengalaman konsumen, komunikasi interaktif, influencer non-human, perjalanan konsumen, citra merek, pemasaran konten, kampanye pemasaran, hingga pemasaran alternatif. Selain menyerahkan nilai kepada pelanggan, komunikasi pemasaran digital dapat merubah pandangan konsumen tentang produk, merubah sikap, dan keputusan untuk bertindak. Penelitian selanjutnya dapat mengembangkan kajian teori dan praktek komunikasi pemasaran digital dari sudut pandang yang berbeda.

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Published

2024-12-30

How to Cite

Diandra, D., Wijanarko, A. A., Moerales, H. A. ., & Satoto, A. A. (2024). Memahami Definisi Komunikasi Pemasaran Digital dalam Teori dan Praktek: Understanding the Definition of Digital Marketing Communication in Theory and Practice. Jurnal of Technopreneurship on Economics and Business Review., 6(1), 34–43. https://doi.org/10.37195/jtebr.v6i1.174

Issue

Vol. 6 No. 1 (2024)

Section

Articles

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