DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”
DOI:
https://doi.org/10.14421/pjk.v14i1.2017Keywords:
digital integrated marketing communication, DIMCAbstract
Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry.
Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC) Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.
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References
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Brindha, G. (2014). Integrated Marketing Communication Strategies of Apple and Samsung. International Journal of Research and Development - A Management Review (IJRDMR) , 68.
Candrasari, Y., Permata, S., Rachmania, A., & Claretta, D. (2020). Young Woment Digital Competence in Using the Internet in Surabaya. Profetik Jurnal Komunikasi , 210-324.
Fatikasari, C. D. (2018). Pengaruh Persepsi Keamanan, Persepsi Privacy, dan Brand Awareness Terhadap Kepercayaan Konsumen Online Dengan Kepuasan Sebagai Variable Mediasi (Studi Pada Pengguna Media Sosial Instagram di Yogyakarta). Jurnal Manajemen Bisnis Indonesia Edisi 2 , 137.
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Keke, Y. (2015). Komunikasi Pemasaran Terpadu Terhadap Brand Awareness. Jurnal Manajemen Bisnis Transportasi Dan Logistik , 174.
Kotler, P., & Keller, K. L. (2016). Marketing Management. United States of America: Pearson Education Limited.
Krypton, A. (2018). Strategi Peningkatan Brand Awareness Mobile Ticketing Apps melalui Metode Integrated Marketing Communication. Sosial Humaniora Terapan , 43.
Kurnia, E. (2013). Customer is Change. Jakarta Selatan: Bukurepublika.
M, A. S. (2020). Digital Integrated Marketing Communication (DIMC) and It’s Logical Relationship With Co-branding and Brand Values with Reference to Coke Studio. Academy of Marketing Studies Journal , 18.
marketing.co.id. (2018, Januari 01). DUNIA DIGITAL: Bidik Ibu Muda. Dipetik Maret 03, 2020, dari marketing.co.id: https://marketing.co.id/bidik-ibu-muda/
Noveriyanto, B., Nisa, L. C., Bahtiar, A. S., Sahri, & Irwansyah. (2018). E-government Sebagai Layanan Komunikasi Pemerintah Kota Surabaya (Studi Kematangan e-government Sebagai Layanan Komunikasi Government to Government, Government to Citizen, Government to Business). Profetik Jurnal Komunikasi , 37-53.
Otoritas Jasa Keuangan. (2020, Juni 11). Penyelenggara Fintech Terdaftar dan Berizin di OJK per 27 Mei 2020. Dipetik September 15, 2020, dari ojk.go.id: https://www.ojk.go.id/id/kanal/iknb/financial-technology/Pages/-Penyelenggara-Fintech-Terdaftar-dan-Berizin-di-OJK-per-27-Mei-2020.aspx
Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive Integrated Marekting Communication: Combining the Power of IMC, the New Media and Database Marketing. International Jurnal of Advertising , 93-115.
Prasetyo, B. D., & dkk. (2018). Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru). Malang: UB Press.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Bandung: Pustaka Setia Bandung.
Putri, A. V., & Irwansyah. (2020). Marketing and Advertising Strategy in Achieving the Top Of Mind (Samsung Brand Case Study). Profetik Jurnal Komunikasi , 290-309.
Rizal, M., Maulina, E., & Kostini, N. (2018). Fintech as One of the Financing Solutions for SMEs. Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan , 89-100.
Santoso, P. Y. (2018). Transformasi Integrated Marketing Communication di Era Digital. Jurnal Pustaka Komunikasi , 315.
Seli, R., Ismail, S. Z., Heng, K. T., & Fazidah. (2017). Integrated Marketing Communication In The Era Of Online Environment. International Journal of Business and Management Invention , 13.
Setyowati, D. (2019, Desember 11). BERANDA/BERITA/DIGITAL: Investor Masih Minati Fintech Tahun Depan, tapi Makin Selektif. Dipetik Februari 26, 2020, dari katadata.ac.id: https://katadata.co.id/berita/2019/12/11/investor-masih-minati-fintech-tahun-depan-tapi-makin-selektif
Smith, P., Berry, C., & Pulford, A. (2002). Strategic Marketing Communications: New Ways to Build and Integrate Communication. London: Kogan Page Publishers.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: ALFABETA, cv.
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Thomas, V. F. (2020, September 21). Home: Ekonomi. Dipetik September 25, 2020, dari Tirto.id: https://tirto.id/literasi-keuangan-syariah-ri-sangat-renAnggito, A., & Setiawan, J. (2018). Metodologi Penelitian Kualitatif. Sukabumi: CV Jejak.
Brindha, G. (2014). Integrated Marketing Communication Strategies of Apple and Samsung. International Journal of Research and Development - A Management Review (IJRDMR) , 68.
Candrasari, Y., Permata, S., Rachmania, A., & Claretta, D. (2020). Young Woment Digital Competence in Using the Internet in Surabaya. Profetik Jurnal Komunikasi , 210-324.
Fatikasari, C. D. (2018). Pengaruh Persepsi Keamanan, Persepsi Privacy, dan Brand Awareness Terhadap Kepercayaan Konsumen Online Dengan Kepuasan Sebagai Variable Mediasi (Studi Pada Pengguna Media Sosial Instagram di Yogyakarta). Jurnal Manajemen Bisnis Indonesia Edisi 2 , 137.
Harian Kontan. (2019, Maret 21). ANALISIS: Mengukur pasar fintech ASEAN. Dipetik Februari 26, 2020, dari kontan.co.id: https://analisis.kontan.co.id/news/mengukur-pasar-fintech-asean?page=all
Keke, Y. (2015). Komunikasi Pemasaran Terpadu Terhadap Brand Awareness. Jurnal Manajemen Bisnis Transportasi Dan Logistik , 174.
Kotler, P., & Keller, K. L. (2016). Marketing Management. United States of America: Pearson Education Limited.
Krypton, A. (2018). Strategi Peningkatan Brand Awareness Mobile Ticketing Apps melalui Metode Integrated Marketing Communication. Sosial Humaniora Terapan , 43.
Kurnia, E. (2013). Customer is Change. Jakarta Selatan: Bukurepublika.
M, A. S. (2020). Digital Integrated Marketing Communication (DIMC) and It’s Logical Relationship With Co-branding and Brand Values with Reference to Coke Studio. Academy of Marketing Studies Journal , 18.
marketing.co.id. (2018, Januari 01). DUNIA DIGITAL: Bidik Ibu Muda. Dipetik Maret 03, 2020, dari marketing.co.id: https://marketing.co.id/bidik-ibu-muda/
Noveriyanto, B., Nisa, L. C., Bahtiar, A. S., Sahri, & Irwansyah. (2018). E-government Sebagai Layanan Komunikasi Pemerintah Kota Surabaya (Studi Kematangan e-government Sebagai Layanan Komunikasi Government to Government, Government to Citizen, Government to Business). Profetik Jurnal Komunikasi , 37-53.
Otoritas Jasa Keuangan. (2020, Juni 11). Penyelenggara Fintech Terdaftar dan Berizin di OJK per 27 Mei 2020. Dipetik September 15, 2020, dari ojk.go.id: https://www.ojk.go.id/id/kanal/iknb/financial-technology/Pages/-Penyelenggara-Fintech-Terdaftar-dan-Berizin-di-OJK-per-27-Mei-2020.aspx
Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive Integrated Marekting Communication: Combining the Power of IMC, the New Media and Database Marketing. International Jurnal of Advertising , 93-115.
Prasetyo, B. D., & dkk. (2018). Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru). Malang: UB Press.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Bandung: Pustaka Setia Bandung.
Putri, A. V., & Irwansyah. (2020). Marketing and Advertising Strategy in Achieving the Top Of Mind (Samsung Brand Case Study). Profetik Jurnal Komunikasi , 290-309.
Rizal, M., Maulina, E., & Kostini, N. (2018). Fintech as One of the Financing Solutions for SMEs. Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan , 89-100.
Santoso, P. Y. (2018). Transformasi Integrated Marketing Communication di Era Digital. Jurnal Pustaka Komunikasi , 315.
Seli, R., Ismail, S. Z., Heng, K. T., & Fazidah. (2017). Integrated Marketing Communication In The Era Of Online Environment. International Journal of Business and Management Invention , 13.
Setyowati, D. (2019, Desember 11). BERANDA/BERITA/DIGITAL: Investor Masih Minati Fintech Tahun Depan, tapi Makin Selektif. Dipetik Februari 26, 2020, dari katadata.ac.id: https://katadata.co.id/berita/2019/12/11/investor-masih-minati-fintech-tahun-depan-tapi-makin-selektif
Smith, P., Berry, C., & Pulford, A. (2002). Strategic Marketing Communications: New Ways to Build and Integrate Communication. London: Kogan Page Publishers.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: ALFABETA, cv.
Teknologi.id. (2020, Juli 21). Teknologi.id. Dipetik September 15, 2020, dari Teknologi.id: https://teknologi.id/insight/7-aplikasi-pinjaman-online-syariah-terpercaya-2020-tanpa-riba
Thomas, V. F. (2020, September 21). Home: Ekonomi. Dipetik September 25, 2020, dari Tirto.id: https://tirto.id/literasi-keuangan-syariah-ri-sangat-rendah-meski-mayoritas-muslim-f4RX
Wahid, U., & Rizki, M. F. (2018). Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal. Jurnal Kajian Komunikasi , 163.
Anggito, A., & Setiawan, J. (2018). Metodologi Penelitian Kualitatif. Sukabumi: CV Jejak.
Brindha, G. (2014). Integrated Marketing Communication Strategies of Apple and Samsung. International Journal of Research and Development - A Management Review (IJRDMR) , 68.
Candrasari, Y., Permata, S., Rachmania, A., & Claretta, D. (2020). Young Woment Digital Competence in Using the Internet in Surabaya. Profetik Jurnal Komunikasi , 210-324.
Fatikasari, C. D. (2018). Pengaruh Persepsi Keamanan, Persepsi Privacy, dan Brand Awareness Terhadap Kepercayaan Konsumen Online Dengan Kepuasan Sebagai Variable Mediasi (Studi Pada Pengguna Media Sosial Instagram di Yogyakarta). Jurnal Manajemen Bisnis Indonesia Edisi 2 , 137.
Harian Kontan. (2019, Maret 21). ANALISIS: Mengukur pasar fintech ASEAN. Dipetik Februari 26, 2020, dari kontan.co.id: https://analisis.kontan.co.id/news/mengukur-pasar-fintech-asean?page=all
Keke, Y. (2015). Komunikasi Pemasaran Terpadu Terhadap Brand Awareness. Jurnal Manajemen Bisnis Transportasi Dan Logistik , 174.
Kotler, P., & Keller, K. L. (2016). Marketing Management. United States of America: Pearson Education Limited.
Krypton, A. (2018). Strategi Peningkatan Brand Awareness Mobile Ticketing Apps melalui Metode Integrated Marketing Communication. Sosial Humaniora Terapan , 43.
Kurnia, E. (2013). Customer is Change. Jakarta Selatan: Bukurepublika.
M, A. S. (2020). Digital Integrated Marketing Communication (DIMC) and It’s Logical Relationship With Co-branding and Brand Values with Reference to Coke Studio. Academy of Marketing Studies Journal , 18.
marketing.co.id. (2018, Januari 01). DUNIA DIGITAL: Bidik Ibu Muda. Dipetik Maret 03, 2020, dari marketing.co.id: https://marketing.co.id/bidik-ibu-muda/
Noveriyanto, B., Nisa, L. C., Bahtiar, A. S., Sahri, & Irwansyah. (2018). E-government Sebagai Layanan Komunikasi Pemerintah Kota Surabaya (Studi Kematangan e-government Sebagai Layanan Komunikasi Government to Government, Government to Citizen, Government to Business). Profetik Jurnal Komunikasi , 37-53.
Otoritas Jasa Keuangan. (2020, Juni 11). Penyelenggara Fintech Terdaftar dan Berizin di OJK per 27 Mei 2020. Dipetik September 15, 2020, dari ojk.go.id: https://www.ojk.go.id/id/kanal/iknb/financial-technology/Pages/-Penyelenggara-Fintech-Terdaftar-dan-Berizin-di-OJK-per-27-Mei-2020.aspx
Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive Integrated Marekting Communication: Combining the Power of IMC, the New Media and Database Marketing. International Jurnal of Advertising , 93-115.
Prasetyo, B. D., & dkk. (2018). Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru). Malang: UB Press.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Bandung: Pustaka Setia Bandung.
Putri, A. V., & Irwansyah. (2020). Marketing and Advertising Strategy in Achieving the Top Of Mind (Samsung Brand Case Study). Profetik Jurnal Komunikasi , 290-309.
Rizal, M., Maulina, E., & Kostini, N. (2018). Fintech as One of the Financing Solutions for SMEs. Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan , 89-100.
Santoso, P. Y. (2018). Transformasi Integrated Marketing Communication di Era Digital. Jurnal Pustaka Komunikasi , 315.
Seli, R., Ismail, S. Z., Heng, K. T., & Fazidah. (2017). Integrated Marketing Communication In The Era Of Online Environment. International Journal of Business and Management Invention , 13.
Setyowati, D. (2019, Desember 11). BERANDA/BERITA/DIGITAL: Investor Masih Minati Fintech Tahun Depan, tapi Makin Selektif. Dipetik Februari 26, 2020, dari katadata.ac.id: https://katadata.co.id/berita/2019/12/11/investor-masih-minati-fintech-tahun-depan-tapi-makin-selektif
Smith, P., Berry, C., & Pulford, A. (2002). Strategic Marketing Communications: New Ways to Build and Integrate Communication. London: Kogan Page Publishers.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: ALFABETA, cv.
Teknologi.id. (2020, Juli 21). Teknologi.id. Dipetik September 15, 2020, dari Teknologi.id: https://teknologi.id/insight/7-aplikasi-pinjaman-online-syariah-terpercaya-2020-tanpa-riba
Thomas, V. F. (2020, September 21). Home: Ekonomi. Dipetik September 25, 2020, dari Tirto.id: https://tirto.id/literasi-keuangan-syariah-ri-sangat-rendah-meski-mayoritas-muslim-f4RX
Wahid, U., & Rizki, M. F. (2018). Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal. Jurnal Kajian Komunikasi , 163.
dah-meski-mayoritas-muslim-f4RX
Wahid, U., & Rizki, M. F. (2018). Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal. Jurnal Kajian Komunikasi , 163.
ernational Journal of Research and Development - A Management Review (IJRDMR) , 68.
Fatikasari, C. D. (2018). Pengaruh Persepsi Keamanan, Persepsi Privacy, dan Brand Awareness Terhadap Kepercayaan Konsumen Online Dengan Kepuasan Sebagai Variable Mediasi (Studi Pada Pengguna Media Sosial Instagram di Yogyakarta). Jurnal Manajemen Bisnis Indonesia Edisi 2 , 137.
Harian Kontan. (2019, Maret 21). ANALISIS: Mengukur pasar fintech ASEAN. Dipetik Februari 26, 2020, dari kontan.co.id: https://analisis.kontan.co.id/news/mengukur-pasar-fintech-asean?page=all
Krypton, A. (2018). Strategi Peningkatan Brand Awareness Mobile Ticketing Apps melalui Metode Integrated Marketing Communication. Sosial Humaniora Terapan , 43.
Kurnia, E. (2013). Customer is Change. Jakarta Selatan: Bukurepublika.
M, A. S. (2020). Digital Integrated Marketing Communication (DIMC) and It’s Logical Relationship With Co-branding and Brand Values with Reference to Coke Studio. Academy of Marketing Studies Journal , 18.
marketing.co.id. (2018, Januari 01). DUNIA DIGITAL: Bidik Ibu Muda. Dipetik Maret 03, 2020, dari marketing.co.id: https://marketing.co.id/bidik-ibu-muda/
Otoritas Jasa Keuangan. (2020, Juni 11). Penyelenggara Fintech Terdaftar dan Berizin di OJK per 27 Mei 2020. Dipetik September 15, 2020, dari ojk.go.id: https://www.ojk.go.id/id/kanal/iknb/financial-technology/Pages/-Penyelenggara-Fintech-Terdaftar-dan-Berizin-di-OJK-per-27-Mei-2020.aspx
Prasetyo, B. D., & dkk. (2018). Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru). Malang: UB Press.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Bandung: Pustaka Setia Bandung.
Rizal, M., Maulina, E., & Kostini, N. (2018). Fintech as One of the Financing Solutions for SMEs. Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan , 89-100.
Setyowati, D. (2019, Desember 11). BERANDA/BERITA/DIGITAL: Investor Masih Minati Fintech Tahun Depan, tapi Makin Selektif. Dipetik Februari 26, 2020, dari katadata.ac.id: https://katadata.co.id/berita/2019/12/11/investor-masih-minati-fintech-tahun-depan-tapi-makin-selektif
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