Tantangan dan Pendekatan Strategis dalam Implementasi Integrated Marketing Communication dalam e-Business

Lingga Angling Wulung

Abstract


ABSTRAK

Studi ini menyelidiki tantangan dan IMC dalam bidang e-Business di Indonesia melalui pendekatan studi kualitatif deskriptif dan pemeriksaan artefak publik lintas saluran, seperti media sosial, situs web, email, dan iklan berbayar, menggunakan kerangka Miles dan Huberman yang terdiri dari reduksi, tampilan, dan verifikasi data, bersama dengan triangulasi lintas saluran dan rentang waktu. Temuan ini berfokus pada lima tema utama. Pertama, konsistensi pesan lintas saluran memperjelas asosiasi merek dan mengurangi gesekan kognitif. Kedua, orkestrasi dan urutan AIDA menunjukkan bagaimana pengguna dapat dipandu langkah demi langkah dari perhatian ke tindakan. Ketiga, komunikasi dua arah yang autentik memperkaya wawasan pasar, membangun kepercayaan, dan mencegah eskalasi masalah. Keempat, penggunaan data dan algoritma meningkatkan relevansi tetapi juga dapat memicu kelelahan ketika frekuensi aplikasi rendah, kontrol inhibisi lemah, dan rotasi kreatif terbatas. Kelima, paradoks kelebihan informasi dalam tumpang tindih pesan, karusel kompak, dan multi-banner yang paradoksnya memiliki memori rendah dan kecenderungan klik rendah. Sebagai kontribusi, penelitian ini mengembangkan kerangka operasional IMC: AIDA × Simetri × Beban yang menerjemahkan teori ke dalam keputusan kampanye sehari-hari: menetapkan satu sumber kebenaran pesan dan kalender promosi, pemetaan KPI mikro per fase AIDA, siklus wawasan-ke-konten yang menutup umpan balik, kepatuhan terhadap batas frekuensi global dengan rotasi kreatif berbasis kinerja, dan audit beban informasi per titik kontak. Keterbatasan penelitian ini terkait dengan tidak adanya data mengenai perilaku pribadi; penelitian di masa depan direkomendasikan untuk menguji hubungan kausal kualitas integrasi pesan dengan kinerja setiap tahap AIDA dan untuk menilai model kreatif yang dibantu oleh bandit multi-lengan adaptif. Implikasi praktisnya melibatkan penyelarasan taksonomi pesan, penataan ritme kontak lintas platform, dan pelaporan terintegrasi untuk pengambilan keputusan manajerial.

Kata Kunci: Integrated Marketing Communication; e-Business; AIDA; komunikasi dua arah; personalisasi data; information overload


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DOI: http://dx.doi.org/10.35671/probisnis.v18i3.3279

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