Analisis Komunikasi Pemasaran Terpadu Terhadap Perilaku Konsumen

Penulis

DOI:

https://doi.org/10.36636/dialektika.v10i1.5641

Kata Kunci:

IMC, Komunikasi Pemasaran, Etika Pemasaran, Loyalitas Merek, Tinjauan Literatur Sistematis

Abstrak

Komunikasi pemasaran terpadu (IMC) telah mengalami perkembangan pesat dalam penelitian komunikasi pemasaran. Penelitian ini mengeksplorasi peran IMC terhadap perilaku konsumen. Proses yang ditetapkan untuk mengumpulkan data adalah protokol PRISMA yang ditemukan sebanyak 60 artikel yang relevan. Hasil analisis data menunjukkan bahwa topik penelitian ini telah diteliti sejak tahun 2016-2024. Negara paling banyak melakukan penelitian pada topik ini, yaitu United States, United Kingdom, dan Poland, sedangkan peneliti paling produktif, yaitu Mohr, I., Mahmoud, A.B., Hack-Polay, D., Grigoriou, N., Fuxman, L., Duralia, O., dan Andreoli, T.P. dengan sebanyak 2 publikasi. Source paling berkontribusi dalam penelitian IMC terhadap perilaku konsumen, yaitu Cogent Business and Management sebanyak 12 publikasi. Berdasarkan hasil tinjauan literatur sistematic, IMC mendukung loyalitas merek melalui komunikasi yang inovatif dan memungkinkan pengalaman konsumen yang lebih holistik dan efektif di berbagai saluran. Penelitian ini juga menyoroti bahwa kampanye pemasaran harus mempertimbangkan implikasi etika untuk menghindari stereotip atau bias.

Biografi Penulis

  • Norman Dewantara, Institut Teknologi Sepuluh Nopember

    Norman Dewantara is a graduate of the Bachelor of Business Management at Institut Teknologi Sepuluh Nopember. Currently, he is a master's student in management science. He has a special interest in the fields of entrepreneurship, human resource management, and marketing management for current research. He is committed to innovating and contributing to a better human life.

  • Lissa Rosdiana Noer, Institut Teknologi Sepuluh Nopember

    Dr. Lissa is assistant professor in Department of Business Management, Institut Teknologi Sepuluh Nopember Surabaya. Dr Lissa get her doctorate degree in Department of Management, Universitas Airlangga. Mrs. Lissa received her master degree from Management of Technology Department and bachelor degree from Electrical Engineering Department, Institut Teknologi Sepuluh Nopember Surabaya. Her research area involving advertising, service marketing, and marketing management.

Referensi

Akande, A., Cabral, P., & Casteleyn, S. (2020). Understanding the Sharing Economy and Its Implication on Sustainability in Smart Cities. Journal of Cleaner Production, 277, 1–11. https://doi.org/10.1016/j.jclepro.2020.124077

Al-Qeeda, M. A. (2019). Impact of Integrated Marketing Communications (IMCs) on Hotels’ Marketing Performance. International Journal of Innovation, Creativity and Change, 8(9), 304–323.

Capgemini Research Institute. (2024). What Matters to Today’s Consumers 2024: Consumer Behavior Tracker for the Consumer Products and Retail Industries.

Chen, C.-W. (2011). Integrated Marketing Communications and New Product Performance in International Markets. Journal of Global Marketing, 24(5), 397–416. https://doi.org/10.1080/08911762.2011.634325

Dewantara, N., & Noer, L. R. (2024). Perilaku Konsumen Dalam Ekonomi Berbagi : Analisis Bibliometrik dan Tinjuan Literatur Sistematis. Dialektika: Jurnal Ekonomi Dan Ilmu Sosial, 9(2), 236–249. https://doi.org/10.36636/dialektika.v9i2.4777

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to Conduct a Bibliometric Analysis: An Overview and Guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070

Duc, P. M., Nam, D. T., & Anh, D. N. (2022). Integrated Marketing Communications for Fintech Products: Empirical Study on Agribank eMobile Banking by VNPAY. Journal of System and Management Sciences, 12(4), 147–174. https://doi.org/10.33168/JSMS.2022.0410

Duralia, O. (2018). Integrated Marketing Communication and Its Impact on Consumer Behavior. Studies in Business and Economics, 13(2), 92–102. https://doi.org/10.2478/sbe-2018-0022

Eagle, L., Kitchen, P. J., & Bulmer, S. (2007). Insights Into Interpreting Integrated Marketing Communications: A Two-Nation Qualitative Comparison. European Journal of Marketing, 41(7/8), 956–970. https://doi.org/10.1108/03090560710752474

Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand Awareness, Brand Image and Purchase Intention in the Millennial Generation. Cogent Business and Management, 7(1), 1787733. https://doi.org/10.1080/23311975.2020.1787733

Harizi, A., & Trebicka, B. (2023). The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework. Academic Journal of Interdisciplinary Studies, 12(6), 159–175. https://doi.org/10.36941/ajis-2023-0161

Hartley, B., & Pickton, D. (1999). Integrated Marketing Communications Requires a New Way of Thinking. Journal of Marketing Communications, 5(2), 97–106. https://doi.org/10.1080/135272699345699

Henley, T. K. (2001). Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy. Journal of Nonprofit & Public Sector Marketing, 9(1–2), 141–155. https://doi.org/10.1300/J054v09n01

Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2017). IMC, Social Media and UK Fashion Micro-Organisations. European Journal of Marketing, 51(3), 668–691. https://doi.org/10.1108/EJM-08-2015-0599

Herrmann, J. L., & Ford, J. B. (2023). Why the Experiential View is Vital To Marketing Communications Research Now An Enhanced Framework for Examining the Effects of Contemporary Marketing. Journal of Advertising Research, 63(2), 109–122. https://doi.org/10.2501/JAR-2023-011

Joseph, K. O. (2011). Integrated Marketing Communication: A Catalyst for the Growth of E-business Management. The Social Sciences, 6(2), 64–73. https://doi.org/10.3923/sscience.2011.64.73

Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity ? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Kitchen, P. J., & Burgmann, I. (2015). Integrated Marketing Communication: Making it Work at a Strategic Level. Journal of Business Strategy, 36(4), 34–39. https://doi.org/10.1108/JBS-05-2014-0052

Kitchen, P. J., & Schultz, D. E. (2009). IMC: New Horizon/False Dawn for a Marketplace in Turmoil? Journal of Marketing Communications, 15(2–3), 197–204. https://doi.org/10.1080/13527260903003793

Kusá, A., & Urmínová, M. (2020). Communication as a Part of Identity of Sustainable Subjects in Fashion. Journal of Risk and Financial Management, 13(12), 1–16. https://doi.org/10.3390/jrfm13120305

Lin, A. van, & Gijsbrechts, E. (2016). The Battle for Health and Beauty: What Drives Supermarket and Drugstore Category-Promotion Lifts? International Journal of Research in Marketing, 33(3), 557–577. https://doi.org/10.1016/j.ijresmar.2015.09.002

Mosaad, M., Benoit, S., & Jayawardhena, C. (2023). The Dark Side of the Sharing Economy: A Systematic Literature Review of Externalities and Their Regulation. Journal of Business Research, 168, 1–16. https://doi.org/10.1016/j.jbusres.2023.114186

Rehman, S. ul, Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open, 12(2), 1–23. https://doi.org/10.1177/21582440221099936

Sabaitytė, J., Davidavičienė, V., Straková, J., & Raudeliūnienė, J. (2019). Decision Tree Modelling of E-Consumers’ Preferences for Internet Marketing Communication Tools During Browsing. E a M: Ekonomie a Management, 22(1), 206–224. https://doi.org/10.15240/tul/001/2019-1-014

Schroeder, J. E., & Borgerson, J. L. (2005). An Ethics of Representation for International Marketing Communication. International Marketing Review, 22(5), 578–600. https://doi.org/10.1108/02651330510624408

Schultz, D. E. (1992). Integrated Marketing Communications. Journal of Promotion Management, 1(1), 99–104. https://doi.org/10.1300/ J057v01n01_07

Snyder, H. (2019). Literature Review as a Research Methodology: An Overview and Guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039

Tafesse, W., & Kitchen, P. J. (2017). IMC - An Integrative Review. International Journal of Advertising, 36(2), 210–226. https://doi.org/10.1080/02650487.2015.1114168

Tamulienė, V., Rašimaitė, A., & Tunčikienė, Ž. (2020). Integrated Marketing Communications as a Tool for Building Strong Retail Chain Brand Loyalty: Case of Lithuania. Innovative Marketing, 16(4), 37–47. https://doi.org/10.21511/im.16(4).2020.04

Tranfield, D., Denyer, D., & Smart, P. (2003). Synchronous Computer Mediated Communication in English Language Classes During the Pandemic: A Case Study of Wuhan. British Journal of Management, 14, 207–222. https://doi.org/10.1007/978-3-030-92836-0_28

Voigt, L., & von der Oelsnitz, D. (2024). A Framework of HRM in Cooperatives: A Systematic Literature Review and Future Research Agenda. Journal of Co-Operative Organization and Management, 12(1), 1–11. https://doi.org/10.1016/j.jcom.2024.100232

Wu, L., Danko, Y., Chen, F., Yao, X., & Zhang, F. (2022). Mapping the Literature of Integrated Marketing Communications: a Scientometric Analysis Using Citespace. Innovative Marketing, 18(1), 152–167. https://doi.org/10.21511/im.18(1).2022.13

Unduhan

Diterbitkan

2025-03-05

Terbitan

Vol 10 No 1 (2025): Dialektika: Jurnal Ekonomi dan Ilmu Sosial

Bagian

Artikel

Lisensi

Hak Cipta (c) 2025 Norman Dewantara, Lissa Rosdiana Noer

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Cara Mengutip

Analisis Komunikasi Pemasaran Terpadu Terhadap Perilaku Konsumen. (2025). DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial, 10(1), 1-12. https://doi.org/10.36636/dialektika.v10i1.5641

Artikel paling banyak dibaca berdasarkan penulis yang sama