Risiko Pemasaran Digital : Kajian Literatur
Keywords:
Aktivitas Pemasaran, Efektivitas Pemasaran, Empat Kuadran, Pemasaran Digital, Risiko yang DirasakanAbstract
Kajian ini berangkat dari fenomena pemasaran digital yang semakin dipandang sebagai alat penting dalam kegiatan pemasaran di abad 21 saat ini. Perkembangan digital marketing tidak terlepas dari strategi pemasaran perusahaan dan media yang digunakan oleh masing-masing perusahaan untuk membangun digital marketing secara internal. Namun, sejauh mana pemasaran digital efektif dan risiko yang dihadapi konsumen perlu dipelajari lebih lanjut. Penelitian ini bertujuan untuk mengkaji lebih lanjut efektivitas pemasaran digital yang diklasifikasikan ke dalam empat kuadran beserta persepsi risiko yang dihadapi konsumen saat melakukan pembelian teoritis. Pendekatan studi literatur deskriptif dilakukan untuk mengungkap dua hal tersebut. Temuan konseptual menunjukkan bahwa dengan segala risiko yang harus dihadapi pemasar dan konsumen dalam penggunaan pemasaran digital, media ini dapat menjadi alternatif utama dalam mengembangkan kegiatan pemasaran saat ini.
Downloads
References
& Tri Sukma. (2021). “Dampak Pandemi Covid-19 Terhadap Bisnis Kuliner dan Strategi Beradaptasi di Era New Normal”. Jurnal Ekonomi dan Bisnis Dharma Andalas Volume 23 No 1
Alkailani, M. and Kumar, R. (2011), “Investigating Uncertainty Avoidance and Perceived Risk for Impacting Internet Buying: A Study in Three National Cultures”, International Journal of Business and Management, 6(5), 76-92.
Almousa, M. (2011), “Perceived Risk in Apparel Online Shopping: A Multi Dimensional Perspective”, Canadian Social Science, 7(2), 23-31.
Almousa, Moudi. (2011). “Perceived Risk in Apparel Online Shopping: A Multi Dimensional Perspective”. Canadian Social Science Vol. 7, No. 2, 2011, pp. 23-31
Anita Whiting, David Williams, (2013) "Why people use social media: a uses and gratifications approach", Qualitative Market Research: An International Journal, Vol. 16 Issue: 4, pp.362-369,
Chang, H., Che, S. (2008), “The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator”, Online. Info. Rev., 32(6), 818 – 841.
Dai, Bo. (2007). “The Impact of Online Shopping Experience on Risk Perceptions and Online Purchase Intentions: The Moderating Role Of Product Category And Gender”.
Decision Support Systems, 44(4), 785-97.
Desai, Dr. Mrs. Vaibhava. (2019). “Digital Marketing: A Review”. International Journal of Trend in Scientific Research and Development (ijtsrd), Practices in Management, pp.196-200
Dutta, Rana. (2016). “Sustainable Digital Marketing in Bangladesh”. The Independent
Dwivedi, Y.K., Rana, Nripendra P., Slade, E.L., Singh, N., Kizgin, Hatice. (2019). “Editorial Introduction: Advances in Theory and Practice of Digital Marketing”. Journal of Retailing and Consumer Services. 53: 101909.
Elok Larasati, Sekar. (2019). “Pengembangan E-Marketing Menggunakan Seven Stages Of Internet Marketing”. Universitas Jember.
Forsythe, S., Liu, C. Shannon, D. & Gardner, L. (2006), “Development of a Scale to Measure the Perceived Benefits and Risks of Online Shopping”, Journal of Interactive Marketing, 20(2), pp.55-75.
Garbarino,E. & Strahilevitz , M. (2004), “Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation”, Journal of Business Research, 57, 768– 775.
Girchenko, Tetiana & Yana Ovsiannikova. (2016). “Digital Marketing and Its Role In The Modern Business Processes”. EUROPEAN COOPERATION Vol. 11(18) 2016
Grubor, Aleksandar and Olja Jakša. (2018). “Internet Marketing As A Business Necessity“. Interdisciplinary Description Of Complex Systems 16(2), 265-274
Hair, J., Black, W., Babin, B., Anderson, R., and Tatham, R. (2006), “ Multivariate Data Analysis”, 6th ed., Prentice Hall.
Hajarian, M., Camilleri, M.A., Díaz, P. & Aedo, I. (2020). A Taxonomy of Online Marketing Methods. In Camilleri, M.A. (Ed.) Strategic Corporate Communication in the Digital Age, Emerald, Bingley, UK.
Hanjun, K.. Jaemin, J., JooYoung, K. and Sung Wook, S. (2004), “Cross-Cultural Differences in perceived Risk of Online Shopping”, Journal of Interactive Advertising, 4(2), 20-29.
Herman, Lalu Edy dan Handry Sudiartha Athar. (2018). “Pengembangan Model Social Media Marketing Dan Keputusan Berkunjung: Sebuah Pendekatan Konseptual”. Jurnal Ilmu Komunikasi (J-IKA), Vol. V No. 2
Hsu, Ph.D, Shu-Hung & Pham Minh Luan MBA. (2017). “The Perception Risk of Online Shopping Impacted on the Consumer’s Attitude and Purchase Intention in Hanoi, Vietnam”. Journal of Business & Economic Policy Vol. 4, No. 4
Jârvinen, Joel, Aarne Tollinen, Heikki Kaijaluoto, Elisabeth Platzer. “Web Analytics And Social Media Monitoring In Industrial Marketing: Tools For Improving Marketing Communication Measurement”
Javadi , M., Dolatabadi, H.. Nourbakhsh , M. Poursaeedi, A., & Asadollahi, A. (2012) , “An Analysis of Factors Affecting on Online Shopping Behaviour of consumers”, International Journal of Marketing Studies; 4(5), 81-98.
Javadi, Mohammad Hossein Moshref, Hossein Rezaei Dolatabadi, Mojtaba Nourbakhsh, Amir Poursaeedi & Ahmad Reza Asadollahi. (2012). “An Analysis of Factors Affecting on Online Shopping Behavior of Consumers”. International Journal of Marketing Studies; Vol. 4, No. 5. Published by Canadian Center of Science and Education
Kaniewska-Sċba, Aleksandra & Bognapilarczyk. “Negative Effects Of Personalization In Direct Marketing”. International Journal Of Arts & Sciences
Kaynama, Shohreh A. and Garland Keesling. (2000). “Development of aWeb-Based Internet Marketing Course”. Journal of Marketing Education, Vol. 22 No. 2, August 2000 84-89
Kim, D., Ferrin, D. and Rao, J. (2008), “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”, Decision Support Systems, 44,544–564.
Kwan, Irene S.Y., Joseph Fong, H.K. Wong. (2005). “An e-customer behavior model with online analytical mining for internet marketing planning”. Decision Support Systems 41 189 – 204
Laroche, M., Yang, Z., McDougall, G. and Bergeron, J. (2005), “Internet versus bricks-and-mortar retailers: an investigation into intangibility and its consequences”, Journal of Retailing, 81(4), 251- 267.
Lestari, Indah. (2020). “Analisis Tingkat Kepercayaan Dan Kepuasan Pelanggan Terhadap Niat Untuk Menggunakan Kembali Layanan Transportasi Online Di Era Pandemi Covid-19”. Equilibrium Volume 9. No. 1
Maignan, I., & Lukas, B.A. (1997). “The Nature and Social Uses of the Internet: A Qualitative Investigation”, Journal of Consumer Affairs, 31(2), 346–371.
Martin, S. and Camarero, C. (2009), “How perceived risk affects online buying”, Online Information Review, 33(4), 629-654.
Masoud, Emad Y. (2013). “The Effect of Perceived Risk on Online Shopping in Jordan”. European Journal of Business and Management Vol.5, No.6
Perbawa, I Ketut Sukewati Lanang Putra. (2021). “Tinjauan Yuridis Persaingan Usaha Tidak Sehat Antar Online Shop Pada Masa Pandemi Covid 19”. Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol 5(1), h.147-155. Undiksha Press
Pi, Shih-Ming and Jirapa Sangruang. (2011). “The Perceived Risks Of Online Shopping In Taiwan”. Social Behavior And Personality 39(2), 275-285. Taiwan
Sampurno, Muchammad Bayu Tejo, Tri Cahyo Kusumandyoko, Muh Ariffudin Islam. (2020). “Budaya Media Sosial, Edukasi Masyarakat dan Pandemi COVID-19”. Jurnal Sosial & Budaya Syar-i FSH UIN Syarif Vol. 7 No. 6 (2020), pp. 529-542
Sari, S. P. (2020). Strategi Meningkatkan Penjualan Di Era Digital. Scientific Journal Of Reflection: Economic, Accounting, Management And Business, 3(3), 291-300.
Shin. D. (2010), “Ubiquitous computing acceptance model: end user concern about security, privacy and risk”, Int. J. Mob. Comm., 8(2), 169 – 186.
Smutny, Zdenek. (2015). “Analysis of Online Marketing Management in Czech Republic”. Organizacija, Volume 48
Stone, R.N., and K. Gronhaug. (1993), “Perceived risk: Further considerations for marketing discipline”, European Journal of Marketing, 27(3), 39–50.
Susetyo, Aris. (2016). “Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Memilih Hotel Melalui Internet Marketing”. Jurnal Fokus Bisnis, Vol.15, No.01
Suswanto, Priyo & Sri Dewi Setiawati. (2020). “Strategi Komunikasi Pemasaran Shopee Dalam Membangun Positioning Di Tengah Pandemi Covid-19 Di Indonesia”.Jurnal Ilmu Komunikasi Volume 3, No.2
Sutejo , Bertha Silvia. (2006). “Internet Marketing: Konsep dan Persoalan Baru Dunia Pemasaran”. Jurnal Manajemen, Vol. 6, No. 1
Tasi, Y. and Yeh, J. (2010), “Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products”, African Journal of Business Management, 4(18), 4057-4066.
Tiago, Maria Teresa Pinheiro Melo Borges & Jose´ Manuel Crist´ov˜ao Ver´ıssimo. “Digital marketing and social media: Why bother?”. Business Horizons (2014) 57, 703—708
Vijayasarathy, L. and Jones, J. (2000), “Print and Internet catalog shopping: assessing attitudes and intentions”, Internet Research, 10(3), 191-202.
WATSON, RICHARD T., GEORGE M. ZINKHAN, AND LEYLAND F. PIT. (2000). “Integrated Internet Marketing”. Communications Of The Acm June 2000/Vol. 43, No. 6
Wei, Liying. (2016). “Decision-making Behaviours toward Online Shopping”. Published by Canadian Center of Science and Education. International Journal of Marketing Studies; Vol. 8, No. 3; 2016
Wella, Six Finish, Chairy. (2020). “Implementasi Sustainability Sebagai Alat Pemasaran Pada Era Pandemi Covid-19”. Jurnal Muara Ilmu Ekonomi Dan Bisnis Vol. 4, No. 2
Widyastuti, Nurprapti Wahyu. (2017). “Consumtion Value Smartphone dalam Pandangan Pengelola Usaha Kecil Menengah (UKM) dan Pemanfaatannya sebagai Media Komunikasi Pemasaran Online”. Prosiding Konferensi Nasional Komunikasi, Vol. 01, No.01
Zhang, L., Tan,W., Xu, Y. & Tan, G. (2012) , “Dimensions of Consumers’ Perceived Risk and Their Influences on Online Consumers’ Purchasing Behaviour”, Communications in Information Science and Management Engineering, 2(7), 8-14.
Zhou, M.., Dresner, M. and Windle, R.J. (2008), “Online reputation systems: design and strategic practices”,
