Local Online Courier and Ride-Hailing Service Social Media Marketing

Ilyas Lampe, Raisa Alatas, Nifi Orynka, Gemilang Bayu Ragil Saputra

Abstract


Topokeni was a local online courier and ride-hailing service in Palu. In this study, we tried to understand the social media marketing strategies used by Topokeni, as we assumed that Topokeni had specific strategies to compete with national and international scale ride-hailing services such as Grab and Gojek. Thus, this study was focused and aimed to understand and describe the Instagram marketing strategies of Topokeni based on four aspects of social media marketing in a qualitative-case study approach. Data were collected through in-depth interviews, observations, and document study on social media and other relevant archives. The results showed that social media became an alternative to survive and increase tenants and consumers. In the context aspect, Topokeni admins used nicknames such as kakak (bro/sis) to their customers to reach broader targets. In the communication aspect, Topokeni used graphic elements in photos, videos, infographics, and testimonials posts. In the collaboration aspect, Topokeni merged the tenant’s market with Topokeni’s customers. In the connectivity aspect, Topokeni synergized the contents, themes, and brand positioning using #kurirpalu and #deliverypalu, also @(mention) feature on partner tenant accounts and personal customers as a form of appreciation and responsibility.

Keywords


Marketing; online courier; ride-hailing service; social media; topokeni

Full Text:

PDF

References


Aditya, A., & Irawan, Y. R. (2013). Social Media Nation, 15 Inspirasi Berjejaring Sosial. Jakarta: Prasetiya Mulya Publishing.

Alemi, F., Circella, G., Mokhtarian, P., & Handy, S. (2019). What drives the use of ridehailing in California? Ordered probit models of the usage frequency of Uber and Lyft. Transportation Research Part C: Emerging Technologies, 102(May 2018), 233–248. https://doi.org/10.1016/j.trc.2018.12.016

Alhammad, M. M., & Gulliver, S. R. (2013). Context relevant persuasive interaction and design: Consideration of human factors influencing B2C persuasive interaction. Proceedings of the International Conference on Information Technology Interfaces, ITI, 161–166. https://doi.org/10.2498/iti.2013.0493

Arief, G. M., & Millianyani, H. (2015). Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Sugar Tribe. Universitas Telkom.

Belch, G. E., & Belch, M. E. (2015). Advertising and Promotion: An Integrated Marketing Communication Perspective, Fourth Edition (4th ed.). New York: Mc-Graw Hill.

Bissell, D. (2020). Affective platform urbanism: Changing habits of digital on-demand consumption. Geoforum, (December 2019). https://doi.org/10.1016/j.geoforum.2020.06.026

Bohang, F. K. (2018). Juni 2018, Pengguna Aktif Instagram Tembus 1 Miliar. Retrieved April 27, 2020, from kompas.com website: https://tekno.kompas.com/read/2018/06/21/10280037/juni-2018-pengguna-aktif-instagram-tembus-1-miliar

Chen, D. T., Lin, T. Bin, Li, J. Y., & Lee, L. (2018). Establishing the norm of new media literacy of Singaporean students: Implications to policy and pedagogy. Computers and Education, 124, 1–13. https://doi.org/10.1016/j.compedu.2018.04.010

Christou, E. (2015). Branding Social Media in the Travel Industry. Procedia - Social and Behavioral Sciences, 175(1955), 607–614. https://doi.org/10.1016/j.sbspro.2015.01.1244

Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016

Cornet, H., Stadler, S., Kong, P., Marinkovic, G., Frenkler, F., & Sathikh, P. M. (2019). User-centred design of autonomous mobility for public transportation in Singapore. Transportation Research Procedia, 41, 191–203. https://doi.org/10.1016/j.trpro.2019.09.038

Croteau, D., & Hoynes, W. (2003). Media Society: Industries. Images, and Audience. Third Edition. Thousand Oaks, CA: Pine Forge Press.

Dewi, M. V. K., & Darma, G. S. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0. Jurnal Manajemen Bisnis, 16(1), 1. https://doi.org/10.38043/jmb.v16i1.2014

Doni, F. R. (2017). Perilaku Penggunaan Media Sosial Pada Kalangan Remaja. IJSE – Indonesian Journal on Software Engineering, 3(2), 15–23.

Elena, C. A. (2016). Social Media – A Strategy in Developing Customer Relationship Management. Procedia Economics and Finance, 39(November 2015), 785–790. https://doi.org/10.1016/S2212-5671(16)30266-0

Evans, D. (2008). Social Media Marketing: An Hour a Day. Indianapolis: Wiley Publishing.

Filipan-Zignic, B., Legac, V., Pahic, T., & Sobo, K. (2015). New Literacy of Young People Caused by the use of New Media. Procedia - Social and Behavioral Sciences, 192, 172–179. https://doi.org/10.1016/j.sbspro.2015.06.025

Freudendal-Pedersen, M. (2020). Sustainable urban futures from transportation and planning to networked urban mobilities. Transportation Research Part D: Transport and Environment, 82, 102310. https://doi.org/10.1016/j.trd.2020.102310

Grizane, T., & Jurgelane, I. (2016). Social Media Impact on Business Evaluation. Procedia Computer Science, 104(December 2016), 190–196. https://doi.org/10.1016/j.procs.2017.01.103

Gunawan, D. (2020). Pengaruh social media campaign dan online promotion terhadap purchase intention pada Gojek Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1).

Hidayat, D., Hafiar, H., & Anisti. (2019). Tofu Product Branding for Culinary Tourism of Sumedang, Indonesia. Komunikator, 11(2), 82–92. https://doi.org/10.18196/jkm.112022

Idris, I. K. (2019). Government Social Media in Indonesia: Just Another Information Dissemination Tool. Jurnal Komunikasi: Malaysian Journal of Communication, 34(4), 337–356. https://doi.org/10.17576/jkmjc-2018-3404-20

Jaafar, N. I., Darmawan, B., & Ariffin, M. Y. M. (2018). Social networking site adoption in Malaysia and Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 34(1), 115–134. https://doi.org/10.17576/JKMJC-2018-3401-07

Jucaitytė, I., & Maščinskienė, J. (2014). Peculiarities of Social Media Integration into Marketing Communication. Procedia - Social and Behavioral Sciences, 156(April), 490–495. https://doi.org/10.1016/j.sbspro.2014.11.227

Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the Business of Media. International Journal on Media Management, 17(4), 197–199. https://doi.org/10.1080/14241277.2015.1120014

Kotler, P., & Keller, K. L. (2016). Marketing Managment. New York: Pearson.

Maryani, E., Rahmawan, D., & Karlinah, S. (2020). The implications of social media on local media business: Case studies in Palembang, Manado and Bandung. Jurnal Komunikasi: Malaysian Journal of Communication, 36(1), 317–333. https://doi.org/10.17576/JKMJC-2020-3601-18

Ministry of Communication and Informatics. (2013). Kominfo : Pengguna Internet di Indonesia 63 Juta Orang. Retrieved April 27, 2020, from kominfo.go.id website: https://kominfo.go.id/content/detail/3415/kominfo-pengguna-internet-di-indonesia-63-juta-orang/0/berita_satker

Neyasyah, M. S. (2020). Legal Resilience in the Phenomenon of Social Media Political Buzzer in Indonesia. Proceedings of the 3rd International Conference on Law and Governance (ICLAVE 2019). Paris, France: Atlantis Press. https://doi.org/10.2991/aebmr.k.200321.044

Nicolas Alarcón, C., Urrutia Sepúlveda, A., Valenzuela-Fernández, L., & Gil-Lafuente, J. (2018). Systematic mapping on social media and its relation to business. European Research on Management and Business Economics, 24(2), 104–113. https://doi.org/10.1016/j.iedeen.2018.01.002

Nielsen. (2014). Media Penetration Q1. USA.

Pertiwi, W. K. (2019). Sebanyak Inikah Jumlah Pengguna Instagram di Indonesia? Retrieved April 27, 2020, from kompas.com website: https://tekno.kompas.com/read/2019/12/23/14020057/sebanyak-inikah-jumlah-pengguna-instagram-di-indonesia#:~:text=Jumlah tersebut naik tipis dari,yang mencapai 49%2C2 persen.

Poecze, F., Ebster, C., & Strauss, C. (2018). Social media metrics and sentiment analysis to evaluate the effectiveness of social media posts Social media metrics and sentiment analysis to evaluate the effectiveness of social media posts. Procedia Computer Science Portugal Flora Poecze et Al. Procedia Computer Science, 130(130), 660–666. https://doi.org/10.1016/j.procs.2018.04.117

Priansa, D. J. (2017). Perencanaan dan Pengembangan SDM. Bandung: Alfabeta.

Putri, V. K. A. (2018). Media Sosial Terintegrasi dalam Komunikasi Pemasaran Brand: Studi Komparasi Pemanfaatan Media Sosial Oleh High dan Low Involvement Decision Brand. Jurnal Komunikasi Indonesia, 4(2), 108–115. https://doi.org/10.7454/jki.v4i2.8889

Rahman, N. A. A., & Noor, S. M. (2014). The role of brand self-relevance in developing brand loyalty: A study on the brand loyalty for honda. Jurnal Komunikasi: Malaysian Journal of Communication, 30(2), 91–116. https://doi.org/10.17576/jkmjc-2014-3002-06

Rashid, S. M., Cohen, D., & Ghose, K. (2018). An exploration on the process of brand identity building in the context of Malaysian cafe. Jurnal Komunikasi: Malaysian Journal of Communication, 34(2), 105–120. https://doi.org/10.17576/JKMJC-2018-3402-07

Rasyid, H. A. N. (2019). The Effect of Ad Model Ethnicity on Advertising. Komunikator, 11(1), 38–50. https://doi.org/10.18196/jkm.111018

Rosyadi, M. I. (2018). Analisis Strategi Marketing Public Relations PT. Bank Rakyat Indonesia (Persero) tbk dalam Meningkatkan Pengguna Kartu Brizzi. Komunikator, 10(1), 1–9. https://doi.org/10.18196/jkm.101001

Schultz, D. E., & Schultz, H. F. (2004). IMC – The next generation: Five steps for delivering value and measuring returns using marketing communication. New York: Mc-Graw Hill.

Silalahi, S. L. B., Handayani, P. W., & Munajat, Q. (2017). Service Quality Analysis for Online Transportation Services: Case Study of GO-JEK. Procedia Computer Science, 124, 487–495. https://doi.org/10.1016/j.procs.2017.12.181

Solis, B. (2010). Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web. New Jersey: John Wiley & Sons.

Stoica, E. A., Pitic, A. G., & Bucur, C. (2014). New Media E-marketing Campaign. Case Study for a Romanian Press Trust. Procedia Economics and Finance, 16(May), 635–640. https://doi.org/10.1016/S2212-5671(14)00851-X

Surya, A. P. (2019). CUSTOMER LOYALTY FROM PERSPECTIVE OF MARKETING MIX STRATEGY AND CUSTOMER SATISFACTION: A Study from Grab - Online Transportation in Era of Industrial Revolution 4.0. MIX: Jurnal Ilmiah Manajemen, 9(3), 394–406.

Tankovska, H. (2021). Leading countries based on number of WhatsApp users in 2019. Retrieved 4 June, 2021, from statista.com website: https://www.statista.com/statistics/289778/countries-with-the-most-facebook-users/

Wahid, U., & Puspita, A. E. (2017). Upaya Peningkatkan Brand Awareness PT. Go-Jek Indonesia Melalui Aktivitas Marketing Public Relations. Jurnal Komunikasi, 9(1), 31. https://doi.org/10.24912/jk.v9i1.265

Widyatama, G. W., Chelliah, S., Kai, Y., Yingxing, Y., Tien, Y. C., Mey, W. C., & Sin, L. G. (2020). Grab Marketing Strategy, Research & Development. International Journal of Tourism and Hospitality in Asia Pasific, 3(2), 97–104. https://doi.org/10.32535/ijthap.v3i2.827

Wu, Y. J., Liu, W.-J., & Yuan, C.-H. (2020). A mobile-based barrier-free service transportation platform for people with disabilities. Computers in Human Behavior, 107, 105776. https://doi.org/10.1016/j.chb.2018.11.005

Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile Social Media: The New Hybrid Element of Digital Marketing Communications. Procedia - Social and Behavioral Sciences, 189, 335–343. https://doi.org/10.1016/j.sbspro.2015.03.229

Zhang, H., & Lu, X. (2020). Vehicle communication network in intelligent transportation system based on Internet of Things. Computer Communications, 160, 799–806. https://doi.org/10.1016/j.comcom.2020.03.041




DOI: https://doi.org/10.18196/jkm.131051

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Komunikator

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 Komunikator Indexed by:

      

Komunikator Supported by:

   

Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Politik Universitas Muhammadiyah Yogyakarta, 

Jl. Lingkar Selatan Yogyakarta 55183 Po Box 1063, telp. (0274) 387656 pesawat 175, fax: (0274) 387646, email: jurnal.komunikator@gmail.com komunikator@umy.ac.id, website: journal.umy.ac.id

Komunikator Incorporates with:

Lisensi Creative Commons 

Komunikator is licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license.