Influencer marketing strategy of start-up company as the provider of fast-moving consumer goods (FMCG) products in Indonesia
DOI:
https://doi.org/10.15549/jeecar.v10i4.1365Keywords:
influencer marketing, marketing strategy, start-up company, application-based, FMCG productsAbstract
Influencer marketing is one of the digital marketing strategies currently used by many companies. The purpose of this research is to find out and describe the influencer marketing strategy implemented specifically by an application-based FMCG product provider (start-up company) in Indonesia to market FMCG products such as fruits, vegetables, milk, and others that have a relatively short product life, using a qualitative approach and descriptive study. The results showed that the influencer marketing strategy implemented by an application-based FMCG product provider consists of four stages: determining (making), managing relationships, monitoring, and evaluating (measuring) influencer’s marketing campaigns. Research conclusion, this strategy is a repeated cycle. The last stage (evaluation or measure) is the input to determine the influencer marketing in the next campaign.
References
Aktas, A. & Sener, G. (2019). Nüfuz Pazarlamas?nda (Influencer Marketing) Mesaj Stratejileri (Message Strategies Used in Influencer Marketing). Erciyes ?leti?im Dergisi (Journal of Erciyes Communication), 6(1), 399-422. https://doi.org/10.17680/erciyesiletisim.477592 DOI: https://doi.org/10.17680/erciyesiletisim.477592
Backaler, J. (2019). Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business. Palgrave Macmillan. https://doi.org/10.1080/1369118X.2019.1578398 DOI: https://doi.org/10.1007/978-3-319-78396-3
Banjuradja, T. A. (2019). Strategi Penggunaan Influencer Marketing dalam Menunjang Kegiatan Promosi Penjualan Beauty E-Commerce Sociolla.com. Universitas Multimedia Nusantara.
Basalingappa, A. & Kumar, K. (2018). Marketing, communication and democracy: Towards a dialogue between the disciplines of marketing and communication. : The Marketing Review, 18(2), 149-160. https://doi.org/10.1362/146934718X15333820910156 DOI: https://doi.org/10.1362/146934718X15333820910156
Belch, G. E., & Belch, M. A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
Booth, N., & Matic, J. A. (2011). Mapping and Leveraging Influencers in Social Media to Shape Corporate Brand Perceptions. Corporate Communications: An International Journal, 16(3), 184–191. https://doi.org/10.1108/13563281111156853 DOI: https://doi.org/10.1108/13563281111156853
Brown, D., & Fiorella, S. (2013). Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Que Publishing.
Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers? Butterworth-Heinemann. https://doi.org/10.1016/b978-0-7506-8600-6.50017-3 DOI: https://doi.org/10.1016/B978-0-7506-8600-6.50010-0
Campbell, C., & Farrell, J. R. (2020). More Than Meets the Eye: The Functional Components Underlying Influencer Marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003 DOI: https://doi.org/10.1016/j.bushor.2020.03.003
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice. Pearson Education Limited.
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge. DOI: https://doi.org/10.4324/9781315640341
Dharmmesta, B. S., & Irawan. (2008). Manajemen Pemasaran Modern. Liberty.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166 DOI: https://doi.org/10.1177/0008125620958166
Jarrar, Y., Awobamise, A. O., & Aderibigbe, A. A. (2020). Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising. Utopía y Praxis Latinoamericana, 25(12), 40–53. http://doi.org/10.5281/zenodo.42800
Al-Shehri, M. (2021). Choosing the Best Social Media Influencer: the Role of Gender, Age, and Product Type in Influencer Marketing. International Journal of Marketing Strategies, 4(1), 1-26. https://doi.org/10.47672/ijms.878 DOI: https://doi.org/10.47672/ijms.878
Khamis, S., Ang, L., & Welling, R. (2016). Self-branding, ‘Micro-Celebrity’ and the Rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292 DOI: https://doi.org/10.1080/19392397.2016.1218292
Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education Limited.
Leahy, R. (2011). Relationships in Fast Moving Consumer Goods Markets: The Consumers’ Perspective. European Journal of Marketing, 45(4), 651–672. https://doi.org/10.1108/03090561111111370 DOI: https://doi.org/10.1108/03090561111111370
Lee, S. & Kim, E. (2019). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional posty. Journal of Global Fashion Marketing 11(3), 232-249. https://doi.org/10.1080/20932685.2020.1752766 DOI: https://doi.org/10.1080/20932685.2020.1752766
Moleong, L. J. (2019). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.
Ratnapertiwi, F. H., Az-Zein, H., & Ferbriani, P. S. (2021). The Role of Influencers and Digital Content as a Marketing Strategy During the Covid-19 Pandemic. Jamanika: Jurnal Manajemen Bisnis Dan Kewirausahaan, 01(03), 242–246. https://doi.org/10.22219/jamanika.v1i3.17492 DOI: https://doi.org/10.22219/jamanika.v1i3.17492
Sugiarta, I. N. (2011). Panduan Praktis dan Strategis Retail Consumer Goods. Expose.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Yuliana, L., Wijanarko, A. A., Raharjo, A. M., Harnanih, S., & Firdiana, M. (2022). Peranan Influencer Dalam Meningkatkan Penjualan Produk Selama Kondisi Pandemi. Jurnal Bisnis Terapan, 06(01), 75–88. https://doi.org/10.24123/jbt.v6i1.4874 DOI: https://doi.org/10.24123/jbt.v6i1.4874
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Tine Agustin Wulandari, Mohammad Iqbal Assidiq
This work is licensed under a Creative Commons Attribution 4.0 International License.
The JEECAR journal allows the author(s) to hold the copyright and publishing rights of their own manuscript without restrictions.
This journal applies the Creative Attribution Common License to works we publish, and allows reuse and remixing of its content, in accordance with a CC-BY 4.0 license.
Authors are free to: Share — copy and redistribute the material in any medium or format and Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
No additional restrictions — The author may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics.
