Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)

E-Commerce Communication: A Descriptive Study on Integrated Marketing Communication in Tokopedia, Indonesia

Authors
Riska Fiati, Muhamad Aras, Iman Indrati, La Mani
Corresponding Author
Riska Fiati
Available Online 8 March 2021.
DOI
10.2991/aebmr.k.210305.034How to use a DOI?
Keywords
Communication Strategy, Integrated Marketing Communication, E-Commerce, Brand
Abstract

E-commerce business in Indonesia is growing rapidly along with the development of digital technology software innovation. This encourages e-commerce business to develop their business strategy. IMC, Integrated Marketing Communication (IMC) plays an important role in building e-commerce brands. The purpose of this research is to describe the (IMC) and its application in an e-commerce company. This research is a descriptive study on a leading local e-commerce company in Indonesia, namely Tokopedia. The method used in this research is qualitative descriptive which can be employed to accurately describe and give a systematic picture of facts, properties and phenomena investigated in Tokopedia. This research reveals that Tokopedia employs an effective IMC. The IMC is not just a tool for promotion and developing brand, but also an instrument to generate new services or products for customers. This research has theoretical and practical implications for IMC concept. The concept of IMC which focuses on the customer and organization should use the customer data so that e-commerce products and services can be accepted by the market. This concept can be a good reference for similar businesses.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
8 March 2021
ISBN
10.2991/aebmr.k.210305.034
ISSN
2352-5428
DOI
10.2991/aebmr.k.210305.034How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Riska Fiati
AU  - Muhamad Aras
AU  - Iman Indrati
AU  - La Mani
PY  - 2021
DA  - 2021/03/08
TI  - E-Commerce Communication: A Descriptive Study on Integrated Marketing Communication in Tokopedia, Indonesia
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 187
EP  - 195
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.034
DO  - 10.2991/aebmr.k.210305.034
ID  - Fiati2021
ER  -