Evaluasi Strategi Komunikasi Pemasaran dalam Meningkatkan Penjualan Melalui Konten Pemasaran di Marketplace
DOI:
https://doi.org/10.60036/jbm.v5i1.288Keywords:
Strategi Pemasaran, Funnel Digital Marketing, Marketplace, Kickchick Cloth, FB Ads, Shopee AdsAbstract
Penelitian ini menganalisis strategi pemasaran digital yang diterapkan oleh Kickchick Cloth, dengan fokus pada pentingnya konten dalam menarik dan mengonversi audiens. Sebagai merek streetwear yang menargetkan anak SMA hingga usia 30 tahun, Kickchick Cloth memanfaatkan platform digital seperti Facebook Ads, Instagram Ads, dan marketplace Shopee untuk menjangkau pasar yang lebih luas. Konten menjadi elemen sentral dalam funnel digital marketing, yang terdiri dari tahapan kesadaran (awareness), pertimbangan (consideration), hingga konversi (conversion). Dengan mengutamakan konten yang kreatif, relevan, dan sesuai tren, Kickchick Cloth dapat memperkuat brand awareness, mendorong engagement, dan meningkatkan penjualan di marketplace. Penelitian ini menggunakan wawancara dengan manajer marketing untuk menggali strategi konten yang digunakan, serta menganalisis kekuatan dan kelemahan strategi tersebut di pasar digital. Hasil penelitian menunjukkan bahwa konten yang tepat dan konsisten, seperti kolaborasi dengan artis dan selebriti, serta kampanye visual yang menarik, memberikan dampak positif terhadap kesadaran merek dan penjualan, meski terdapat tantangan dari persaingan dan pembajakan produk.
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