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Merek Sebagai Pesan Utama Integrated Marketing Communication (IMC) di Jurnal Indonesia Tahun 2020
Abstract
Communications) di kalangan akademisi menunjukkan kemajuan, termasuk untuk akademisi di Indonesia.
Perkembangan jurnal ilmiah di Indonesia secara online baru mulai tahun 2012, sehingga perlu meninjau
berapa banyak penelitian tentang IMC. IMC memiliki dua pendekatan, generasi pertama dikenalkan
oleh 4As, dan generasi kedua menggunakan merek sebagai inti pesan yang dikeluarkan oleh Schultz dan
Schultz. Tujuan penelitian membandingkan dan menganalisis konsep dan implementasi IMC dan brand
yang ada di jurnal Indonesia Tahun 2020. Metode penelitian ini literature review, sebagai proses yang
secara berurutan dan berulang-ulang dalam melakukan tinjauan literatur atas publikasi ilmiah yang relevan
dan dapat dipertanggungjawabkan. Hasil penelitian menunjukkan konsep IMC berada pada generasi
pertama dan menggunakan merek sebagai pesan utamanya. Banyak konsep IMC yang telah jelaskan,
tidak diimplementasikan atau diimplementasikan secara terbatas. Bahkan, ada jurnal yang pelaksanaannya
menggunakan teori, konsep atau ukuran yang lainnya. Dalam penelitian IMC, konsep harus digunakan
dalam analisis, dan menyajikan konsep IMC generasi kedua, serta memasukkan Consumer Integrated
Marketing Communication atau online-offlinehybrid. Kontribusi penelitian ini memberikan perkembangan
konsep dan implementasi IMC di Indonesia yang masih menitikberatkan pada merek sebagai pesan utama.
Keywords
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DOI: https://doi.org/10.31315/jik.v21i1.7141
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