E-Commerce Communication: A Descriptive Study on Integrated Marketing Communication in Tokopedia, Indonesia
- DOI
- 10.2991/aebmr.k.210305.034How to use a DOI?
- Keywords
- Communication Strategy, Integrated Marketing Communication, E-Commerce, Brand
- Abstract
E-commerce business in Indonesia is growing rapidly along with the development of digital technology software innovation. This encourages e-commerce business to develop their business strategy. IMC, Integrated Marketing Communication (IMC) plays an important role in building e-commerce brands. The purpose of this research is to describe the (IMC) and its application in an e-commerce company. This research is a descriptive study on a leading local e-commerce company in Indonesia, namely Tokopedia. The method used in this research is qualitative descriptive which can be employed to accurately describe and give a systematic picture of facts, properties and phenomena investigated in Tokopedia. This research reveals that Tokopedia employs an effective IMC. The IMC is not just a tool for promotion and developing brand, but also an instrument to generate new services or products for customers. This research has theoretical and practical implications for IMC concept. The concept of IMC which focuses on the customer and organization should use the customer data so that e-commerce products and services can be accepted by the market. This concept can be a good reference for similar businesses.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Riska Fiati AU - Muhamad Aras AU - Iman Indrati AU - La Mani PY - 2021 DA - 2021/03/08 TI - E-Commerce Communication: A Descriptive Study on Integrated Marketing Communication in Tokopedia, Indonesia BT - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018) PB - Atlantis Press SP - 187 EP - 195 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210305.034 DO - 10.2991/aebmr.k.210305.034 ID - Fiati2021 ER -