ANALISIS EFEKTIFITAS VIDEO KOMERSIL DALAM STRATEGI PEMASARAN DIGITAL PADA SAMI RAOS

Arya Putra Hadiwianto; Diqi Fakrun Shiddieq; Dwi Nurhayati

doi:10.46576/djtechno.v6i1.6196

ANALISIS EFEKTIFITAS VIDEO KOMERSIL DALAM STRATEGI PEMASARAN DIGITAL PADA SAMI RAOS

Arya Putra Hadiwianto, Diqi Fakrun Shiddieq, Dwi Nurhayati

Abstract

Penelitian ini menganalisis efektivitas video komersial dalam strategi pemasaran digital pada perusahaan Sami Raos dengan pendekatan teori Integrated Marketing Communication , Media Richness , dan Hierarchy of Effects . Metode kualitatif dengan teknik analisis konten yang digunakan untuk menyiarkan dampak video terhadap kesadaran merek, minat beli, dan keterlibatan penonton. Data dikumpulkan melalui observasi media sosial dan wawancara mendalam dengan pemilik usaha serta konsumen. Hasil penelitian menunjukkan bahwa video komersial meningkatkan kesadaran merek melalui visual yang menarik dan narasi yang sesuai dengan identitas merek. Namun, kurangnya strategi promosi silang dan elemen Call-to-Action (CTA) yang jelas menghambat konversi audiens menjadi pelanggan. Interaksi audiens lebih tinggi pada platform yang mendukung komunikasi dua arah, seperti Instagram, dibandingkan YouTube yang memiliki keterbatasan fitur komentar. Kajian ini menekankan pentingnya optimalisasi strategi pemasaran digital berbasis video dengan storytelling yang kuat, peningkatan interaksi audiens, serta pemanfaatan multi-platform . Implikasi dari penelitian ini memberikan wawasan bagi pelaku dalam menyusun strategi pemasaran digital yang lebih efektif untuk meningkatkan daya saing di industri kuliner.

Full Text:

PDF

References

D. Ari Nugroho, “Use Of Digital Content As A Means To Reach Unreachable Market Segments Conventionally,” Eduvest-Journal of Universal Studies, vol. 4, no. 6, pp. 5242–5248, 2024, [Online]. Available: http://eduvest.greenvest.co.id

Supriono and Sudarmiatin, “Analysis of Impact of Brand Marketing Strategies on Consumer Behavior in Malang City,” Jurnal Ekonomi dan Bisnis Digital, vol. 2, no. 2, pp. 557–564, Apr. 2023, doi: 10.55927/ministal.v2i2.3553.

J. Hahn and A. Kovashka, “Measuring Effectiveness of Video Advertisements,” Jan. 2019, [Online]. Available: http://arxiv.org/abs/1901.07366

Moh. Ilham and S. Sudarmiatin, “Marketing Management Transformation: YouTube Video Analysis Approach Supporting MSMEs with Disabilities in Indonesia,” Formosa Journal of Science and Technology, vol. 3, no. 5, pp. 881–898, May 2024, doi: 10.55927/fjst.v3i5.9314.

E. Pirraglia, F. Giuliani, R. De Cicco, C. Di Berardino, and R. Palumbo, “The role of emotions in B2B product advertising on social media: a family business case study,” Journal of Family Business Management, vol. 13, no. 1, pp. 146–165, Mar. 2023, doi: 10.1108/JFBM-12-2021-0157.

H. A. M. Voorveld, G. van Noort, D. G. Muntinga, and F. Bronner, “Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type,” J Advert, vol. 47, no. 1, pp. 38–54, Jan. 2018, doi: 10.1080/00913367.2017.1405754.

L. Burhanuddin Ahmad, E. Septiarini, D. Ariel Aru Satriawan, and R. Elian Aas, “Consumer Attitude Toward Purchase Intention of Culinary Product’s through Video-Based Social Media: A Deductive Exploratory Studies in Bandung City,” The Asian Journal of Technology Management, vol. 16, no. 3, pp. 168–188, 2023, doi: 10.12695/ajtm.2023.16.3.2.

Syafa Aziz Syaputra, Hasbullah Azis, and Rahmat Wisudawanto, “Integrated Marketing Communication dalam Mempromosikan Wisata Waduk Gajah Mungkur di Era Digital,” TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora, vol. 2, no. 4, pp. 212–238, Sep. 2024, doi: 10.47861/tuturan.v2i4.1304.

L. K. Hutapea and A. Wulansari, “The Marketing Communication Strategy of Indonesian Film A Study Case: Laskar Pelangi Film,” Malaysian Journal of Social Sciences and Humanities (MJSSH), vol. 6, no. 10, pp. 567–591, Oct. 2021, doi: 10.47405/mjssh.v6i10.1131.

M. Irfan Al Qohirie et al., “MEJUAJUA: Jurnal Pengabdian Kepada Masyarakat https://www.jurnal.yaspenosumatera.org/index.php/mejuajua Sosialisasi Penggunaan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah di Era Digitalisasi Pada Mahasiswa Program Studi Kewirausahaan History Artikel,” 2022, doi: 10.52622/mejuajuajabdimas.v2i1.66.

C. C. Parraguez, “Research Proposal about Perceived Richness of Media and Its Choice in Organizations,” International Journal of Scientific Research and Management (IJSRM), vol. 12, no. 09, pp. 7504–7525, Sep. 2024, doi: 10.18535/ijsrm/v12i09.em16.

Bella Safitri and Azfa Mutiara Ahmad Pabulo, “Pemanfaatan Media Sosial Bagi Pengembangan Pemasaran UMKM,” Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan, vol. 1, no. 3, pp. 110–114, Jul. 2024, doi: 10.62383/aksinyata.v1i3.327.

Fauzan Rasyid Nabawi, Riyanda Lastthio, Rindu Putri Nazareni, Salsa Layyinun Nadzifah, and Pia Khoirotun Nisa, “HIERARKI PENGARUH DALAM KEBIJAKAN LISENSI KONTEN TELEVISI UEFA CHAMPIONS LEAGUE DI SCTV,” JURNAL ILMIAH PENELITIAN MAHASISWA, vol. 2, no. 3, pp. 81–95, May 2024, doi: 10.61722/jipm.v2i3.60.

N. A. Rasya, O. Usman, and M. Fawaiq, “The Influence of Brand Image, Brand Awareness, and Promotional Strategies on Purchase Intention Decisions and Its Impact on Purchasing Decisions Among Gen Z (Study on Digital Out of Home Advertising: Videotron).”

W. Fitriyani, B. Putri Julianti, A. K. Nur Indra, S. Ratna Sari, M. Rizky Febrian, and E. Nurhayati, “PENGGUNAAN BAHASA DALAM PROMOSI BISNIS DI MEDIA SOSIAL: MENINGKATKAN PENJUALAN YANG MENGUNTUNGKAN.”

D. Satriana Anas, “STRATEGI INTEGRATED MARKETING COMMUNICATION DALAM PENINGKATAN BRAND AWARENESS.”

D. Theofilus Dwi and R. Fitriani, “MEDIA RICHNESS THEORY IN THE USE OF @Youngontop INSTAGRAM ACCOUNT AS AN INFORMATION MEDIUM FOR YOUNGER GENERATION.”

Muhammad Fadhil Maulana, “Pengaruh Strategi Call To Action Marketing dalam Konten Tiktok dan Instagram Terhadap Keputusan Pembelian Pelanggan di Kalangan Mahasiswa Politeknik Negeri Bandung,” International Journal Administration, Business & Organization, vol. 5, no. 1, pp. 69–81, May 2024, doi: 10.61242/ijabo.24.365.

S. Roshini and S. Pougajendy, “Integrated Marketing Communications: A Strategy for Business Survival With Reference to Hindustan Unilever Limited in Puducherry.” [Online]. Available: www.ijfmr.com

J. E. Escalas, “Narrative Processing: Building Consumer Connections to Brands,” 2004. doi: 10.1207/s15327663jcp1401&2_19.

R. Berman, “Beyond the last touch: Attribution in online advertising,” Marketing Science, vol. 37, no. 5, pp. 771–792, Sep. 2018, doi: 10.1287/mksc.2018.1104.

Y. Zhou, “Digital Storytelling and Audience Engagement: A Case Study of Chinese Fashion Designer-Entrepreneurs with a Focus on Jicheng,” Proceedings of Business and Economic Studies, vol. 7, no. 6, 2024, [Online]. Available: http://ojs.bbwpublisher.com/index.php/PBES

S. Robson, S. Banerjee, and A. Kaur, “Brand Post Popularity on Social Media: A Systematic Literature Review,” in Proceedings of the 2022 16th International Conference on Ubiquitous Information Management and Communication, IMCOM 2022, Institute of Electrical and Electronics Engineers Inc., 2022. doi: 10.1109/IMCOM53663.2022.9721784.

L. Zhang, Y. Gao, and X. Zheng, “Let’s Talk About This in Public: Consumer Expectations for Online Review Response,” Cornell Hospitality Quarterly, vol. 61, no. 1, pp. 68–83, Feb. 2020, doi: 10.1177/1938965519864864.

A. Nova et al., “El humor en la publicidad desde la perspectiva de la retórica y el análisis del discurso Raúl Urbina Fonturbel ACTIO NOVA: REVISTA DE TEORÍA DE LA LITERATURA Y LITERATURA COMPARADA. HUMOR IN ADVERTISING FROM THE PERSPECTIVE OF RETHORIC AND DISCOURSE ANALYSIS,” vol. 2, pp. 44–72, 2018, doi: 10.15366/actionova2018.m2.

P. Kotler, “Philip Kotler: some of my adventures in marketing,” Journal of Historical Research in Marketing, vol. 9, no. 2, pp. 203–208, 2017, doi: 10.1108/JHRM-11-2016-0027.

İ. İ. Armutlu, “The Digital Era Effect on Brand Image and Brand Communication: The Coca-Cola Case Studies,” in İletişim Bilimlerinde Son Yaklaşımlar, Özgür Yayınları, 2023. doi: 10.58830/ozgur.pub135.c535.

T. Kartomo, “The Role Of Social Media In Building Consumer Trust In Product,” Kompartemen: Kumpulan Orientasi Pasar Konsumen, vol. 2, no. 2, pp. 8–17, Oct. 2024, doi: 10.56457/kompartemen.v2i2.641.

K. Hu, “THE INFLUENCE OF BRAND STORY ON THE RESEARCH OF CONSUMER ATTITUDE TO THE BRAND.” [Online]. Available: https://www.euraseans.com/3

H. Kong, “Is Influencer Marketing Really a Lifesaver?,” International Journal of Global Economics and Management, vol. 5, no. 2, pp. 199–203, Dec. 2024, doi: 10.62051/ijgem.v5n2.21.

DOI: https://doi.org/10.46576/djtechno.v6i1.6196