Online Shopping Transformation: The Impact of Virtual Events on Brands
DOI:
https://doi.org/10.14421/xyqs0q56Keywords:
Brand experience, Brand image, Communication persuasion matrix, Event virtual, TokopediaAbstract
Tokopedia needs an effective communication strategy to establish a strong and positive brand image. One of their efforts towards this is to create a brand experience through the virtual event of the Tokopedia WIB TV Show. This study aimed to analyze the impact of brand experience on Tokopedia’s brand image through this virtual event on YouTube. The study also aimed to identify the key indicators of brand experience, namely sensorial, emotional, intellectual, and behavioral, which have the most important influence on brand image. This study used a quantitative approach and survey research methods, and the analysis was based on the theory of the communication persuasion matrix. The findings showed a strong correlation between brand experience through the virtual Tokopedia WIB TV Show on YouTube and Tokopedia’s brand image. Furthermore, it was observed that an increase in brand experience has led to a positive increase in brand image. The four indicators of brand experience are integral to influencing brand image and cannot be viewed as separate entities.
Downloads
References
Ahdiat, A. (2023, January 31). 5 E-Commerce dengan Pengunjung Terbanyak Kuartal IV 2022. Databoks. https://databoks.katadata.co.id/datapublish/2023/01/31/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-iv-2022
annualreport.id. (2017, May 24). PR: Antara Pelayan Perusahaan dan Masyarakat - Annual Report ID. Annualreport.Id. http://annualreport.id/kiat-strategi/pr-antara-pelayan-perusahaan-dan-masyarakat
Arosna, Widodo, Kep, A., & Kep, K. (2014). arosna et al. 2014.
Arsilenda, Efendi, N., & Komarsyah, D. (2021). Analisis Strategi Promosi dalam Menjaring Mahasiswa Baru pada Sekolah Tinggi Ilmu Maritim (STIM) Mutiara Jaya Lampung. In Jalan Z.A Pagar Alam-Pelita (Vol. 11, Issue 2).
Brakus J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing. DOI: 10.1509/jmkg.73.3.52
Cahyaningrum. (2017). Pengaruh Daya Tarik Celebrity Endorser (Joshua Suherman) dalam Iklan dan Brand Image Terhada Keputusan Pembelian (Studi Kasus Produk Nutrisari di Kecamatan Jombang).
David, F., & Naning, S. (2022). Pengaruh Brand Ambassador BTS Terhadap Minat Beli Warga Taman Duta di E-Commerce Tokopedia (Survey Pada Pengguna Tokopedia di Perumahan Taman Duta) (Vol. 8, Issue 3).
diedit.com. (2022, October 7). 10 Penyebab Iklan Tidak Sukses (Efektif) - diedit.com. Diedit.Com. https://www.diedit.com/penyebab-iklan-tidak-sukses/
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Fenalosa, A. (2018). [ANALISIS] 2 Kunci Sukses Perusahaan E-commerce Top Indonesia yang Bisa Kita Pelajari. https://iprice.co.id/trend/insights/analisis-2-kunci-sukses-perusahaan-e-commerce-top-indonesia-yang-bisa-kita-pelajari/
Jacqueline, & Kusniadji, S. (2018). Pengaruh Komunikasi Pemasaran melalui Event dan Iklan terhadap Citra Merek Shopee. https://aseanup.com/top-e-commerce-sites-indonesia/
Kriyantono, R. (2006). Teknik Praktis Riset Komunikasi (Edisi kedua). Prenadamedia Group.
Liputan.com. (2022, May 15). Kenapa Remaja Makin Suka K-pop? Psikolog Ungkap Fenomena Halu hingga Bonding - Regional Liputan6.com. Liputan6. https://www.liputan6.com/regional/read/4962593/kenapa-remaja-makin-suka-k-pop-psikolog-ungkap-fenomena-halu-hingga-bonding
Mahendra, R. (2020). The Impact Of Using YouTube In EFL Classroom On Enhancing EFL Students’ Content Learning. Journal of College Teaching & Learning (TLC), 12(2), 121–126. https://doi.org/10.19030/tlc.v12i2.9182
Nathani, D., & Budiono, H. (n.d.). Pengaruh Kepercayaan, Popularitas, dan Citra Merek Terhadap Minat Beli Produk Kamera Sony.
Permana, M. S., Jony, D., & Haryanto, O. (n.d.). Permana dan Haryanto: Pengaruh Country of Origin Brand Image dan Persepsi Kualitas….
Prayogi, A. (2021). Paradigma Positivisme dan Idealisme dalam Ilmu Sejarah: Tinjauan Reflektif Terhadap Posisi Sejarah Sebagai Ilmu. In Jurnal Kebudayaan dan Sastra Islam (Vol. 21, Issue 1).
Ramadhan, D., & Wiksana, W. (2022). Event management Bandung Sneaker Season. Bandung Conference Series: Communication Management, 2(1). https://doi.org/10.29313/bcscm.v2i1.1383
Reaksi Netizen Internasional Setelah Nonton Penampilan BTS di “Tokopedia WIB TV Show” - Kpop Chart. (2020, July 29). Kpopchart.Net. https://www.kpopchart.net/netizen-room/pr-9166299227/reaksi-netizen-internasional-setelah-nonton-penampilan-bts-di-tokopedia-wib-tv-show
Saragi, C. P., Simanjuntak, F. R., & Muharman, D. (2020). Th. 2020 p-ISSN 1)3) Sudirman Park Campus C-Jl. K.H Mas Mansyur, Kav. 35, Jakarta Pusat 10220 2) Magister Ilmu Komunikasi. Universitas Bunda Mulia Jakarta 2) UBM Ancol Campus-Jalan Lodan Raya, 6(1), 65–134. http://journal.ubm.ac.id/
Semadi, & Ariyanti. (2018). The Influence of Brand Experience, Brand Image, and Brand Trust on Brand Loyalty of ABC-Cash. Asian Journal of Management Sciences & Education, 7(3).
Sembiring, & BR. (2020). Pengaruh Brand Image Terhadap Perilaku Nasabah Kopdit Cu “Unam” Berastagi. http://portaluniversitasquality.ac.id:55555/1132/
Subandriyo, B. (2020). B A H A N A J A R.
Vannessa. (2022, November 15). Alasan di Balik Loyalnya Penggemar K-pop Kepada Idola | kumparan.com. Kumparan.Com. https://kumparan.com/vannessa001/alasan-di-balik-loyalnya-penggemar-k-pop-kepada-idola-1zDNDfH6CW4
Widyana, S. F., & Saputra, S. (2015). Analisis Faktor-Faktor Pembentuk Citra Merek Industri Jasa Kurir dan Pengaruhnya Terhadap Keunggulan Bersaing (Studi Pada PT. Jalur Nugraha Eka Kurir). COMPETITIVE, 10(1). http://daraveriw.blogspot.co.id/2012/03/ringkasan-jurnal-types-of-competitive.html
Windriani, & Kholili. (2016). Studi Kasus Keberhasilan Dakwah Gerakan Sosial Sedekah Rombongan di Akun Twitter @SRbergerak SKRIPSI Diajukan kepada Fakultas Dakwah dan Komunikasi Universitas Islam Negeri Sunan Kalijaga Yogyakarta untuk Memenuhi Sebagian Syarat-syarat Memperoleh Gelar Sarjana Strata I Oleh: Rizka Amalia Windriani NIM: 12210021 Pembimbing.
Yahya. (2022, November 14). Apa Itu Virtual Event dan Bagaimana Cara Kerjanya?, Jasa Pembuatan Website - Metafora Indonesia Tehnology. Idmetafora.Com; idmetafora.com.
Yani. (2021). Yayasan Lembaga Pendidikan Islam Riau Universitas Islam Riau Fakultas Ilmu Komunikasi.
Yeo, S. (2022, January 19). How you like that: Behind Tokopedia’s K-wave marketing campaigns. Techinasia.Com. https://www.techinasia.com/tokopedias-kwave-marketing-campaigns
Downloads
Published
Issue
Section
License
Please find the rights and licenses in Profetik: Jurnal Komunikasi by submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User/Public Rights
Profetik's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Profetik permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Profetik on distributing works in the journal and other media of publications. Unless otherwise stated, the authors are public entities as soon as their articles got published.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
Copyright and other proprietary rights relating to the article, such as patent rights, The right to use the substance of the article in own future works, including lectures and books, The right to reproduce the article for own purposes, The right to self-archive the article (please read out deposit policy), The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Profetik: Jurnal Komunikasi).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Profetik will not be held liable for anything that may arise due to the author(s) internal dispute. Profetik will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that Profetik entitles the author(s) to no royalties or other fees.
7. Miscellaneous
Profetik will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Profetik's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
