Komunikasi Pemasaran Transportasi Berbasis Online

Muhammad Dipo Trinanda Talaohu, Endri Listiani

Abstract


Products and services have sprung up to meet the needs of many people. Companies in the field of products and services must compete in influencing people to use their products or services. Currently, there are so many transportation companies to meet the needs of the people of Indonesia. For example of big online based transport companies at Indonesia, which Gojek, Grab, and Uber. Since there are many products exists for such services, it required to use a proper market communication methodology. Mix marketing communications become one of the important strategies in marketing products and services, including advertising, sales promotion, event and experience, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, and personal selling. The purpose of this research was to determine the marketing communication methodology used by PT Uber Indonesia Technology through the mix marketing communications. Which is how PT Uber Indonesia Technology utilizing the mix marketing communications. Knowing the forms of advertising, sales promotion, event and experience, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, and personal selling any used PT Uber Indonesia to increasing the consumer interest in Indonesia. In conducting the research, The researcher will use a qualitative method with descriptive studies. By observation, interviews, triangulation of data, literature study, and documentation. Based on research conducted by the researchers, PT Uber Indonesia Technology conducting a mix marketing communications by advertising in the form of videos, photos, and words in print media, broadcasting, networking, electronics and display media. Sales promotion, in the form of price cuts, campaign, Uber for business, influencers, and events. Event and Uber experience in the form of UBER DUA, and experience in the form of gifts for loyal app users. Publicity in the form of creating a press conference and gathering. Direct marketing in the form of sending e-mail, short message service, to consumers. Interactive marketing campaign form. Word of mouth marketing in the form referra lcode every consumer applications, brand ambassador cash per ride, and influencers. Personal selling PT Uber Indonesia Technology was the production booth at events and the marketing team Indonesian Uber will introducing and advertising the Uber app to prospective customers. The conclusion from this research is PT Uber Indonesia Technology using a mix marketing communication to increasing consumer interest in using the Uber app in Indonesia.

 

Produk dan jasa telah banyak bermunculan untuk memenuhi kebutuhan masyarakat. Perusahaan di bidang produk dan jasa harus saling bersaing dalam mempengaruhi masyarakat untuk menggunakan produk atau jasanya. Jasa transportasi berbasis online saat ini banyak bermunculan, untuk memenuhi kebutuhan masyarakat Indonesia. Transportasi berbasis online yang beroprasi di Indonesia cukup banyak, yaitu Gojek, Grab, dan Uber. Dengan adanya berbagai produk dalam bidang jasa ini, membutuhkan komunikasi pemasaran yang tepat untuk digunakan. Bauran komunikasi pemasaran menjadi salah satu strategi penting dalam memasarkan produk dan jasa, mencakup advertising, sales promotion, event dan experience, public relation dan publicity, direct marketing, interactive marketing, word of mouth marketing, dan personal selling. Tujuan dari peneliti ini adalah untuk mengetahui komunikasi pemasaran PT Uber Indonesia Technology melalui bauran komunikasi pemasaran. Bagaimana strategi yang digunakan PT Uber Indonesia Technology dalam memanfaatkan bauran komunikasi pemasaran. Mengetahui bentuk-bentuk advertising, sales promotion, event dan experience, public relation dan publicity, direct marketing, interactive marketing, word of mouth marketing, dan personal selling apa saja yang digunakan PT Uber Indonesia dalam meningkatkan minat konsumen di Indonesia. Metode yang digunakan peneliti dalam melakukan penelitian adalah metode kulaitatif dengan studi deskriptif. Dengan melakukan observasi, wawancara, triangulasi data, studi kepustakaan, dan dokumentasi. Berdasarkan penelitian yang dilakukan oleh peneliti, PT Uber Indonesia Technology melakukan bauran komunikasi pemasaran dalam bentuk, advertising dengan melakukan publikasi berupa video, foto, dan kata-kata pada media cetak, penyiaran, jaringan, elektronik dan tampilan media. Sales promotion, dalam bentuk potongan harga, campaign, Uber for business, influencer, dan event.  Event dan experience dalam bentuk Uber Dua, dan pengalaman berupa pemberian hadiah bagi pengguna aplikasi yang loyal. Publicity dalam bentuk pembuatan press conference dan gathering. Direct marketing dalam bentuk pengiriman e-mail, short message service, kepada konsumen.  Interactive marketing berupa campaign.  Word of mouth marketing dalam bentuk reverral code disetiap aplikasi konsumen, brand ambassador cash per ride, dan influencer. Personal selling PT Uber Indonesia Technology berupa pembuatan booth pada event-event dan tim marketing Uber Indonesia langsung menawarkan aplikasi Uber kepada calon konsumen. Kesimpulan yang dari penelitian ini adalah PT Uber Indonesia Technology menggunakan bauran komunikasi pemasaran dalam meningkatkan minat konsumen menggunakan aplikasi Uber di Indonesia.


Keywords


Marketing Communication, Based Transportation Online, Interest Consumers

References


Assauri, Sofjan. 2013. Manajemen Pemasaran. Jakarta :Rajawali Pers.Gunelius, S. 2011. 30 Minutes Social Media Marketing: Step by Step Techniques to Spread the Words about your Business, McGrawHill, USA

Kotler Philip, dan Gary Armstrong. 2012. Principles of Marketing (15th ed.). London: Pearson

Education.




Flag Counter