Strategi Komunikasi Pemasaran Harbolnas untuk Meningkatkan Penjualan Toko Online di masa Pandemi Covid-19

Authors

  • Endah Fantini Administrasi Bisnis, Institut Stiami
  • Helmi Azahari Komunikasi, Institut Bisnis Nusantara
  • Samsudin . Administrasi Negara, Institut Stiami

Keywords:

Harbolnas, Marketing Communication Promotion Strategy

Abstract

The Covid-19 pandemic makes online shops have to have a strategy in marketing their products. One of these strategies is to carry out a massive promotion with the headline National Online Shopping Day (Harbolnas). At the time of Harbolnas 12 December 2020, the 2 largest online stores in Indonesia, Shopee and Lazada, carried out massive promotions through 5 television stations, namely RCTI, SCTV, Indosiar, ANTV and MNCTV. This study focuses on the implementation of Harbolnas in terms of marketing communication strategies, combining promotional media through top line advertising using television media, and bottom line advertising through sales promotion. As a result, there was an increase in visitors to Shopee and Lazada. In the first hour Shopee had more than 3 million visitors. Meanwhile, through Lazada Garbolnas, Lazada sellers experienced an increase in sales of more than 100 percent.

References

Jefkins, Frank, 1997, Periklanan, Jakarta: Erlangga.

Hasan, Ali, 2002, Marketing Dari Mulut Ke Mulut, Yogyakarta: Medpress.

Kriyantono, Rachmat, 2010, Riset Komunikasi, Jakarta: Kencana.

Moleong, Lexy, J, 2011, Metode Penelitian Kualitatif, Bandung: Remaja Rosda Karya.

Morissan, 2014, Periklanan: Komunikasi Pemasaran Terpadu, Jakarta: Kencana.

Nasrullah, Rulli, 2014, Teori dan Riset Media Siber, Jakarta: Kencana Prenadamedia.

Nemorin, Selena, 2018, Biosurveillance in New Media Marketing, London: Palgrace Macmillan.

Quesenberry, Keith, A, 2016, Social Media Strategy: Marketing, advertising, and public relations in The Consumer Revolution, USA: Rowman & Littlefield.

https://www.antaranews.com/berita/1890368/kumpulan-diskon-e-commerce-jelang-harbolnas-1212. Diakses 30 Desember 2020.

https://ajaib.co.id/daftar-marketplace-indonesia-2020-dengan-kunjungan-terbanyak/Diakses 1Januari 2021.

https://industri.kontan.co.id/news/seller-lazada-catat-kenaikan-penjualan-lebih-dari-100-di-1212-garbolnas. Diakses 30 Desember 2020.

https://inet.detik.com/cyberlife/d-5287015/shopee-beri-12-promo-spesial-di puncak-1212-birthday-sale. Diakses 30 Desember 2020.

https://www.rctiplus.com/news/detail/ekonomi/619182/shopee-1212-birthday-sale-catatkan-lebih-dari-3-juta-pengunjung-di-1-jam-pertama. Diakses 30 Desember 2020.

https://qwords.com/blog/website-ecommerce-terbaik. Diakses 30 Desember 2020.

https://jurnal.uisu.ac.id/index.php/MdB/article/view/1609.

https://ejurnal.lppmunsera.org/index.php/SM/article/view/2116.

https://www.idxchannel.com/market-news/harbolnas-1111-jadi-strategi-marketing-e-commerce-dorong-minat-belanja.

Downloads

Published

2021-03-29

Issue

Vol. 8 No. 1: Februari 2021

Section

Articles

License

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Please find the rights and licenses in Prosiding Seminar STIAMI 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 commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 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 Rights

Prosiding Seminar STIAMI spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Prosiding Seminar STIAMI permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Prosiding Seminar STIAMI on distributing works in the journal and other media of publications.

4. 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. Prosiding Seminar STIAMI will not be held liable for anything that may arise due to the author(s) internal dispute. Prosiding Seminar STIAMI will only communicate with the corresponding author.

5. Miscellaneous

Prosiding Seminar STIAMI will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Prosiding Seminar STIAMI 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.

 

Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.