Event Marketing sebagai Upaya untuk Memaksimalkan Akuisisi Pelanggan: Studi Kasus pada Perusahaan E-commerce X
Keywords:
Event marketing strategy, Customer acquisition, E-Commerce
Abstract
Event marketing activities involve the use of a certain time, layout, management, and the participation of various parties. Event marketing is a strategy to introduce products and attract customers. The purpose of this study is to explain event marketing strategies to maximize customer acquisition in e-commerce X. Qualitative research with case studies has been implemented in one of the e-commerce in Indonesia. Interviews were conducted with five informants who were employees at the City Y Branch Office. The results showed that the form of event marketing from e-commerce X was divided into two activities, namely offline events and online events. Offline and online event marketing activities basically have the same form of events including roadshows, bazaars, seminars, and sponsoring other activities. Marketing events are held in schools or strategic places. The impact of the event marketing strategy carried out by e-commerce X has been positive on customer acquisition. The company's success in acquiring customers can be seen from the fulfillment of targets set by the company.
References
Akinyode, B. F., dan Khan, T. H. (2018): Step by step approach for qualitative data analysis, International Journal of Built Environment and Sustainability, 5(3), 163–174. https://doi.org/10.11113/ijbes.v5.n3.267
Anandito, E. H. (2021): Pengaruh Event Pemasaran Terhadap Kesadaran Merek Melalui Kualitas Produk Sebagai Variabel Mediasi, Syntax Literate: Jurnal Ilmiah Indonesia, 6(10), 4946–4953. https://doi.org/10.36418/syntax-literate.v6i10.4349
Astawa, I. G. P. B., Julianto, I. P., dan Dewi, L. G. K. (2020): Penilaian Kinerja Koperasi Unit Desa (KUD) Penebel Tabanan Dengan Pendekatan Balanced Scorecard, Monex : Journal Research Accounting Politeknik Tegal, 9(1), 18–29.
Basias, N., dan Pollalis, Y. (2018): Quantitative and Qualitative Research in Business & Technology: Justifying a Suitable Research Methodology, Review of Integrative Business and Economics Research, 7(1), 91–105.
Chen, Z., Cao, H., Xu, F., Cheng, M., Wang, T., dan Li, Y. (2020): Understanding the Role of Intermediaries in Online Social E-commerce: An Exploratory Study of Beidian, Proceedings of the ACM on Human-Computer Interaction, 4(CSCW2), 144. https://doi.org/10.1145/3415185
Gogali, V. A., Tsabit, M., dan Syarief, F. (2020): Pemanfaatan Webinar Sebagai Media Komunikasi Pemasaran Di Masa Pandemi Covid-2019 (Studi Kasus Webinar BSI Digination “How To Be A Youtuber And An Entrepreneur”), CAKRAWALA: Jurnal Humaniora Bina Sarana Informatika, 20(2), 182–187.
Gregory, E. (2020): Methodological challenges for the qualitative researcher: The use of a conceptual framework within a qualitative case study, London Review of Education, 18(1), 126–141. https://doi.org/10.18546/LRE.18.1.09
Juniansyah, B. D., Susanto, E. R., dan Wahyudi, A. D. (2020): Pembuatan E-Commerce Pemesanan Jasa Event Organizer Untuk Zero Seven Entertaiment, Jurnal Tekno Kompak, 14(1), 41. https://doi.org/10.33365/jtk.v14i1.499
Kim, R. Y. (2020): The Impact of COVID-19 on Consumers: Preparing for Digital Sales, IEEE Engineering Management Review, 48(3), 212–218. https://doi.org/10.1109/EMR.2020.2990115
Lam, L. N. H., Nguyen, P. V., Le, B. T., dan Tran, T. K. (2021): An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks, SHS Web of Conferences, 92, 02045. https://doi.org/10.1051/shsconf/20219202045
Liu, Y., Liu, A., Liu, X., dan Huang, X. (2019): A statistical approach to participant selection in location-based social networks for offline event marketing, Information Sciences, 480(April 2019), 90–108. https://doi.org/10.1016/j.ins.2018.12.028
Meitasari, V. T., dan Setiawati, C. I. (2020): Pengaruh Event Marketing Terhadap Keputusan Pembelian Produk Fashion Lokal Dikalangan Pengunjung Kickfest Bandung Tahun 2019, e-Proceeding of Management, 7(2), 3745–3755.
Mulyani, S. R., Ridwan, M., dan Ali, H. (2020): Model of Human Services and Resources: the Improvement Efforts of Silungkang Restaurant Attractiveness on Consumers, Talent Development & Excellence, 12(1s), 263–271.
Pourzakarya, M., dan Bahramjerdi, S. F. N. (2019): Friction and Lifetime of Laser Surface-Textured and MoS2-Coated Ti6Al4V Under Dry Reciprocating Sliding, Land Use Policy, 89(September), 104218. https://doi.org/10.1016/j.landusepol.2019.104218
Saleh, R., dan Siagian, A. O. (2020): Sponsorship dalam Menciptakan Sikap Merek, Jurnal Bisnis Terapan, 4(1), 13–22. https://doi.org/10.24123/jbt.v4i1.2404
Septriyawati, S., dan Anisah, N. (2019): Pengaruh Media Exposure, Ukuran Perusahaan, Profitabilitas dan Leverage Terhadap Pengungkapan Emisi Karbon pada Perusahaan Manufaktur yang Terdaftar di Bursa Efek Indonesia Periode 2014-2018, Seminar Nasional Ekonomi dan Bisnis Dewantara, 103–114.
Setiawati, C. I., dan Meitasari, V. T. (2020): Analisis event marketing dan keputusan pembelian produk fashion lokal dikalangan pengunjung KICKFEST Bandung, Al Tijarah, 6(2), 97. https://doi.org/10.21111/tijarah.v6i2.5334
Sneha, R., dan Hajira, B. (2022): Rural Marketing Strategies in India: Recent Trends, East Asian Journal of Multidisciplinary Research, 1(8), 1527–1536. https://doi.org/10.55927/eajmr.v1i8.1001
Solihin, D. (2020): Pengaruh Kepercayaan Pelanggan dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening, Jurnal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38–51. https://doi.org/https://doi.org/10.33753/mandiri.v4i1.99
Surmiak, A. (2018): Confidentiality in qualitative research involving vulnerable participants: Researchers’ perspectives, Forum Qualitative Sozialforschung, 19(3). https://doi.org/10.17169/fqs-19.3.3099
Suwito, R. A. D., dan Nurweni, H. (2021): Pengaruh Coupons, Discount, Dan Marketing Eventterhadap Impulse Buying Pada Platform Pengiriman Online Grabfood Di Yogyakarta, Cakrawangsa Bisnis, 2(2), 259–274.
Tafesse, W. (2016): Conceptualization of Brand Experience in an Event Marketing Context, Journal of Promotion Management, 22(1), 34–48. https://doi.org/10.1080/10496491.2015.1107007
Wanyeri, I. W. (2020): Events Marketing as a Strategic Communication Tool towards Performance of Telecommunication Firms: A Case of Safaricom Plc, Kenya, Journal of Strategic Management, diperoleh melalui situs internet: http://stratfordjournals.org/journals/index.php/journal-of-strategic-management/article/view/566%0Ahttps://stratfordjournals.org/journals/index.php/journal-of-strategic-management/article/download/566/669, 4(3), 30–49.
Widiastuti, H., Utami, E. R., dan Handoko, R. (2018): Pengaruh Ukuran Perusahaan, Tipe Industri, Growth, Dan Media Exposure Terhadap Pengungkapan Tanggung Jawab Sosial Perusahaan (Studi Empiris pada Perusahaan yang Terdaftar di Bursa Efek Indonesia Tahun 2014-2015), Riset Akuntansi dan Keuangan Indonesia, 3(2), 107–117. https://doi.org/10.23917/reaksi.v3i2.6745
Anandito, E. H. (2021): Pengaruh Event Pemasaran Terhadap Kesadaran Merek Melalui Kualitas Produk Sebagai Variabel Mediasi, Syntax Literate: Jurnal Ilmiah Indonesia, 6(10), 4946–4953. https://doi.org/10.36418/syntax-literate.v6i10.4349
Astawa, I. G. P. B., Julianto, I. P., dan Dewi, L. G. K. (2020): Penilaian Kinerja Koperasi Unit Desa (KUD) Penebel Tabanan Dengan Pendekatan Balanced Scorecard, Monex : Journal Research Accounting Politeknik Tegal, 9(1), 18–29.
Basias, N., dan Pollalis, Y. (2018): Quantitative and Qualitative Research in Business & Technology: Justifying a Suitable Research Methodology, Review of Integrative Business and Economics Research, 7(1), 91–105.
Chen, Z., Cao, H., Xu, F., Cheng, M., Wang, T., dan Li, Y. (2020): Understanding the Role of Intermediaries in Online Social E-commerce: An Exploratory Study of Beidian, Proceedings of the ACM on Human-Computer Interaction, 4(CSCW2), 144. https://doi.org/10.1145/3415185
Gogali, V. A., Tsabit, M., dan Syarief, F. (2020): Pemanfaatan Webinar Sebagai Media Komunikasi Pemasaran Di Masa Pandemi Covid-2019 (Studi Kasus Webinar BSI Digination “How To Be A Youtuber And An Entrepreneur”), CAKRAWALA: Jurnal Humaniora Bina Sarana Informatika, 20(2), 182–187.
Gregory, E. (2020): Methodological challenges for the qualitative researcher: The use of a conceptual framework within a qualitative case study, London Review of Education, 18(1), 126–141. https://doi.org/10.18546/LRE.18.1.09
Juniansyah, B. D., Susanto, E. R., dan Wahyudi, A. D. (2020): Pembuatan E-Commerce Pemesanan Jasa Event Organizer Untuk Zero Seven Entertaiment, Jurnal Tekno Kompak, 14(1), 41. https://doi.org/10.33365/jtk.v14i1.499
Kim, R. Y. (2020): The Impact of COVID-19 on Consumers: Preparing for Digital Sales, IEEE Engineering Management Review, 48(3), 212–218. https://doi.org/10.1109/EMR.2020.2990115
Lam, L. N. H., Nguyen, P. V., Le, B. T., dan Tran, T. K. (2021): An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks, SHS Web of Conferences, 92, 02045. https://doi.org/10.1051/shsconf/20219202045
Liu, Y., Liu, A., Liu, X., dan Huang, X. (2019): A statistical approach to participant selection in location-based social networks for offline event marketing, Information Sciences, 480(April 2019), 90–108. https://doi.org/10.1016/j.ins.2018.12.028
Meitasari, V. T., dan Setiawati, C. I. (2020): Pengaruh Event Marketing Terhadap Keputusan Pembelian Produk Fashion Lokal Dikalangan Pengunjung Kickfest Bandung Tahun 2019, e-Proceeding of Management, 7(2), 3745–3755.
Mulyani, S. R., Ridwan, M., dan Ali, H. (2020): Model of Human Services and Resources: the Improvement Efforts of Silungkang Restaurant Attractiveness on Consumers, Talent Development & Excellence, 12(1s), 263–271.
Pourzakarya, M., dan Bahramjerdi, S. F. N. (2019): Friction and Lifetime of Laser Surface-Textured and MoS2-Coated Ti6Al4V Under Dry Reciprocating Sliding, Land Use Policy, 89(September), 104218. https://doi.org/10.1016/j.landusepol.2019.104218
Saleh, R., dan Siagian, A. O. (2020): Sponsorship dalam Menciptakan Sikap Merek, Jurnal Bisnis Terapan, 4(1), 13–22. https://doi.org/10.24123/jbt.v4i1.2404
Septriyawati, S., dan Anisah, N. (2019): Pengaruh Media Exposure, Ukuran Perusahaan, Profitabilitas dan Leverage Terhadap Pengungkapan Emisi Karbon pada Perusahaan Manufaktur yang Terdaftar di Bursa Efek Indonesia Periode 2014-2018, Seminar Nasional Ekonomi dan Bisnis Dewantara, 103–114.
Setiawati, C. I., dan Meitasari, V. T. (2020): Analisis event marketing dan keputusan pembelian produk fashion lokal dikalangan pengunjung KICKFEST Bandung, Al Tijarah, 6(2), 97. https://doi.org/10.21111/tijarah.v6i2.5334
Sneha, R., dan Hajira, B. (2022): Rural Marketing Strategies in India: Recent Trends, East Asian Journal of Multidisciplinary Research, 1(8), 1527–1536. https://doi.org/10.55927/eajmr.v1i8.1001
Solihin, D. (2020): Pengaruh Kepercayaan Pelanggan dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening, Jurnal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38–51. https://doi.org/https://doi.org/10.33753/mandiri.v4i1.99
Surmiak, A. (2018): Confidentiality in qualitative research involving vulnerable participants: Researchers’ perspectives, Forum Qualitative Sozialforschung, 19(3). https://doi.org/10.17169/fqs-19.3.3099
Suwito, R. A. D., dan Nurweni, H. (2021): Pengaruh Coupons, Discount, Dan Marketing Eventterhadap Impulse Buying Pada Platform Pengiriman Online Grabfood Di Yogyakarta, Cakrawangsa Bisnis, 2(2), 259–274.
Tafesse, W. (2016): Conceptualization of Brand Experience in an Event Marketing Context, Journal of Promotion Management, 22(1), 34–48. https://doi.org/10.1080/10496491.2015.1107007
Wanyeri, I. W. (2020): Events Marketing as a Strategic Communication Tool towards Performance of Telecommunication Firms: A Case of Safaricom Plc, Kenya, Journal of Strategic Management, diperoleh melalui situs internet: http://stratfordjournals.org/journals/index.php/journal-of-strategic-management/article/view/566%0Ahttps://stratfordjournals.org/journals/index.php/journal-of-strategic-management/article/download/566/669, 4(3), 30–49.
Widiastuti, H., Utami, E. R., dan Handoko, R. (2018): Pengaruh Ukuran Perusahaan, Tipe Industri, Growth, Dan Media Exposure Terhadap Pengungkapan Tanggung Jawab Sosial Perusahaan (Studi Empiris pada Perusahaan yang Terdaftar di Bursa Efek Indonesia Tahun 2014-2015), Riset Akuntansi dan Keuangan Indonesia, 3(2), 107–117. https://doi.org/10.23917/reaksi.v3i2.6745
