Online Shops Integrated Marketing Communication in Indonesia (Comparison Study on Trading Service in Web World)

Abstract

Futuristic scientist, Daniel T Bell, has predicted on his prominent study about world's future that there will be an era where people become dependence on service instead of goods. This statement is proven by the phenomenon of online trading via online shops. Though they offer goods, but the processes including selection, payment, delivery, and consumers responses are conceptualized through websites or applications provided by owners (sellers). As if it becomes a new hope to increase sales, online shops providers like Shopee, Lazada and Bukalapak keep developing different integrated marketing strategies (4P; Place, Price, Production and Promotion) in order to keep their existence. The research problems for this study are; what integrated marketing communication strategies are used by Shopee, Lazada and Bukalapak along this period of time? and what differences in marketing service run by Shopee, Lazada dan Bukalapak. The method of this study is qualitative comparison study using interviews and documentation as data collection techniques and accidental sampling as information gathering technique. This study is expected to be able to map the marketing strategies run by online shops that are successful in maintaining their special customers on web world. Keywords—integrated marketing communication; online shops; comparison study; trading; web world