Studi Kualitatif Tentang Analisis Strategi Komunikasi Pemasaran Pada Peluncuran Produk Cloud Raya Di Pt Wowrack Indonesia
Article Sidebar
Main Article Content
Abstract
The rapid development of digitalization means cloud computing technology is playing an
increasingly important role as a business driver. This is indicated by the number of
companies turning to digitizing their businesses and expanding the cloud to various
business sectors ranging from manufacturing, finance, and services. The need for a
business for cloud computing products has made many cloud computing companies appear
in Indonesia. The presence of cloud computing companies today creates increasingly fierce
competition in the computing business. In capturing the market, these computing business
actors use various strategies to increase their company's market share. This study reviews
the analysis of marketing communication strategies at the launch of the Raya cloud product
at PT Wowrack Indonesia. PT Wowrack Indonesia is an information technology company
that continues to compete in the midst of rampant business digitalization, so in 2020
Wowrack launched a new service product, Cloud Raya, using a marketing communication
strategy through the Integrated Marketing Communication (IMC) program. This study uses
a mixed-method approach based on the conceptual framework of integrated marketing
communication, marketing communication mix, and traditional response hierarchies. The
results of the study indicate that the application of integrated marketing communication to
new products is expected to get a positive response and good effectiveness in attention,
interest, desire, and action towards a new service product.
Article Details
References
Creswell, J 2020, Pengantar Penelitian Mixed Methods, Pustaka Pelajar., Yogyakarta.
Donni, P 2017, Komunikasi Pemasaran Terpadu Pada Era Media Sosial, CV Pustaka
Setia, Bandung.
Efendy, O 2005, Ilmu Komunikasi Teori dan Praktek. Remaja Rosda Karya, Bandung.
Efendy, O 1986, Dimensi Dimensi Komunikasi, Alumni, Bandung.
Effendy, O 1993, Komunikasi dan Praktek, Remaja, Bandung
Effendy, O 1993. Ilmu, Teori dan Filsafat Komunikasi, PT Citra Aditya Bakti, Bandung.
Effendy, O 2003. Ilmu, Teori dan Filsafat komunikasi. PT Citra Aditya Bakti, Bandung.
Effendy, O 2009. Komunikasi Teori dan Paktek. PT Remaja Rosdakarya, Bandung.
Tjiptono, F 2008. Strategi Pemasaran, Edisi Ketiga, CV Andi Offset, Yogyakarta.
Hamidi, 2007. Metode Penelitian dan Teori Komunikasi, UPT Penerbitan Universitas
Muhammadiyah Malang, Malang.
Herwanto, R 2020, Cloud Computing-Manajemen dan Perencanaan Kapasitas, Penerbit
ANDI (Anggota IKAPI), Yogyakarta.
Kotler, A, Gary, A 2006. Prinsip-Prinsip Pemasaran. PT Gelora Aksara Pratama, Jakarta.
Kotler, P, Keller, K 2008. Manajemen Pemasaran, PT Gelora Aksara Pratama,
Jakarta.Kotler, P, Keller, K 2009. Manajemen Pemasaran. Jilid I. Edisi ke 13.
Erlangga, Jakarta.
Kotler, P, Keller, K 2012. Manajemen Pemasaran: Edisi 12. Erlangga, Jakarta.
Kotler, P, Amstrong , G 2006. Principles of marketing, (11th Ed.) Upper Saddle River:
New Jersey: Prentice-Hall.
Kotler, P, Keller, K 2016, Marketing Management, 15th Edition New Jersey: Pearson
Pretice Hall, Inc.
Kotler, A, Gary, A 2006, Prinsip-Prinsip Pemasaran, Jilid 1, Edisi 12, Terjemahan: Bob
Sabran, M.M, Erlangga, Jakarta.
Kotler, A, Gary, A,. 2012. Manajemen Pemasaran Edisi Ketiga. Belas. Jilid 2 Terjemahan
oleh BOB Sabran MM, Erlangga, Jakarta.
Kotler, Philip. 2006. Manajemen Pemasaran, Jilid 1, Terjemahan Teguh, H, Ronny , PT.
Prenhalindo, Jakarta
Nainggolan, N, Mawati, A, Gandasari, D, Ardiana, D, Purba, B, Kato, I, Silalahi, M.
Purba, S, Rahayu, P, Damayanti, W, Firdaus, E, Simarmata, M, 2021, Komunikasi
Organisasi: Teori, Inovasi dan Etika. Yayasan Kita Menulis, Medan.
Percy, L 2008, Strategic Integrated Marketing Communication: Theory and practice.
Elseiver, USA.
Prisgunanto, I 2006. Komunikasi Pemasaran Strategi dan Takik, Ghalia Indonesia, Bogor.
Rakhmat, J 2002, Metode Penelitian Komunikasi, PT Remaja Rosdakarya Offset,
Bandung.
Rangkuti, F 2002., The Power of Brand: Teknik Mengelola Brand Equity dan Strategy
Pengembangan Merek, PT Gramedia Pustaka Utama, Jakarta.
Rangkuti, F 2010, Strategi Promosi yang Kreatif & Analisis kaus Integrated Marketing
Communication. PT Gramedia Pustaka Utama, Jakarta.
Shimp, T 2003, Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu,
Edisi Bahasa Indonesi, jilid 1, edisi 5, Erlangga, Jakarta.
Sulaksana, U 2003, Integrated Marketing Communications. Pustaka Pelajar, Yogyakarta.
Sugiyono, 2010, Metode Penelitian Kuantitatif Kualitatif dan R&D. CV Alfabeta,
Bandung.
Sugiyono, 2020, Metode Penelitian Kuantitatif, Kualitatif dan Kombinasi (Mixed
Method), CV Alfabeta, Bandung.
Sutisna, 2002, Perilaku Konsumen & Komunikasi Pemasaran, PT Remaja Rosdakarya,
Bandung.
Tjiptono, F 2006, Pemasaran Jasa, Penerbit Bayu Media, Malang.
Tjiptono, F 2011, Manajemen & Strategi Merek, penerbit ANDI, Yogyakarta.
Tuckwell, K 2008, Integrated Marketing Communication: Strategic Planning Perspective.
Second Edition. Pearso Prentince Hall, USA.
Watono, A, Waton, M 2011, Integrated Marketing Communnication, PT Gramedia
Pustaka Utama, Jakarta.
Watono, A, Waton, M 2011. IMC: Integrated and Marketing Communication that Sells,
PT Gramedia Pustaka Utama, Jakarta.
Yeshin, T 1998, Integrated Marketing Communication, The Holistic Approach. Reed
Educational and Proffesional Publishing Ltd, London.
Cloud Raya, 2022, Values, viewed 5 September 2021
<https://cloudraya.com/en/values/>
Wowrack Indonesia, 2022, Discover Us: Our Journey, viewed 1 December 2021,
<https://www.wowrack.co.id/id/our-journey>
Hootsuite Inc, 2022, Digital 2021 Report, viewed 10 November 2021
<https://www.hootsuite.com/resources/digital-trends-q4-update>
Cloud Raya, 2020, Cloud Raya Launching, Instagram, viewed 8 Januari 2022