Digital marketing communication for archery sports equipment on Instagram @vienetharcheryofficial
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Keywords:
digital marketing communication, archery equipment, instagram
Abstract
The sports equipment business is one of the businesses that is currently starting to develop. Supported by the desire of the community to engage in sports, one of which is archery, Vieneth Archery Official, one of the archery equipment shops, takes advantage of this situation. The purpose of this study was to digitally determine the marketing communication of archery sports equipment on Instagram @vienetharcheryofficial. The method used in this research is Krippendorff content analysis which is carried out by collecting data on the Instagram account @vienetharcheryofficial from 1 May 2022 to 30 May 2022. The conclusion of this study shows that Vieneth Archery, as an archery equipment shop, carries out digital marketing communications through @vienetharcheryofficial Instagram posts dominated by public relations and publicity efforts.
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Putranto, T., & Farida. (2021). Southeast Asia tourism in inflight safety video. Jurnal Kajian Media, 5(2), 115–130.
Putranto, T., Suyanto, B., & Ariadi, S. (2022). Digital marketing communication of skincare products to develop men’s consumptive behaviour. Jurnal Studi Komunikasi, 6(1 SE-Articles), 199–212. https://doi.org/10.25139/jsk.v6i1.4346
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Ri’aeni, I. (2017). Strategi Komunikasi Pemasaran Digital Pada Produk Kuliner Tradisional. LUGAS Jurnal Komunikasi, 1(2), 141–149. https://doi.org/https://doi.org/10.31334/ljk.v1i2.443
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Andreasson, J., & Johansson, T. (2014). The Fitness Revolution. Historical Transformations in a Global Gym and Fitness Culture. Sport Science Review, 23. https://doi.org/10.2478/ssr-2014-0006
Asniar, I., Nugraha, A., & Choiriyati, S. (2022). Strategi Komunikasi Pemasaran Retail ACE Hardware Lampung dalam Mempromosikan Penjualan Online. Journal Media Public Relations, 2(1), 1–13.
Budd, R., Thorp, R., & Donohew, L. (1967). Content analysis of communications. Macmillan.
Dagumboy, E. (2019). Coverage index of various communication platforms: a segmented approach to philippine university marketing. Jurnal Studi Komunikasi, 3(3), 287–315.
Dahiya, R., & Gayatri. (2018). A research paper on digital marketing communication and consumer buying decision process: an empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73–95.
Fajar, R. (2018). Olahraga Menanah Jadi Tren di Masyarakat Perkotaan. https://www.republika.co.id/berita/p6kj47313/olahraga-menanah-jadi-tren-di-masyarakat-perkotaan
Hamzah, R. (2018). Web Series sebagai komunikasi pemasaran digital Traveloka. Jurnal Pustaka Komunikasi, 1(2), 361–374. https://doi.org/https://doi.org/10.32509/pustakom.v1i2.714
Hitti, P. (2002). History of The Arabs: From the Earliest Times to the Present. New York, NY: Palgrave Macmillan.
Holsti, O. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.
Indahwati, N., & Ristanto, K. (2016). The application of pettlep imagery exercise to competitive anxiety and concentration in Surabaya archery athletes. International Journal of Educational Science and Research (IJESR), 6(3).
Instagram. (2022a). Postingan Instagram @vienetharcheryofficial Tanggal 18 Mei 2022. https://www.instagram.com/p/Cds0A_lPgwZ/
Instagram. (2022b). Postingan Instagram @vienetharcheryofficial Tanggal 18 Mei 2022. https://www.instagram.com/p/Cd95IsyPN-8/
Instagram. (2022c). Postingan Instagram @vienetharcheryofficial Tanggal 20 Mei 2022. https://www.instagram.com/p/CdxZr9FPK1Q/
Instagram. (2022d). Profil Instagram @vienetharcheryofficial. https://www.instagram.com/vienetharcheryofficial/
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Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualisation from key articles. Journal of Business Research, 130, 552–563. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.09.043
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage Publications.
Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Prenada Media.
Kusniadji, S. (2018). Kontribusi Penggunaan Personal Selling Dalam Kegiatan Komunikasi Pemasaran Pada Era Pemasaran Masa Kini. Jurnal Komunikasi, 9(2), 176–183. https://doi.org/http://dx.doi.org/10.24912/jk.v9i2.1078
Kusuma, D., & Sugandi, M. (2018). Strategi pemanfaatan Instagram sebagai media komunikasi pemasaran digital yang dilakukan oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18–33. https://doi.org/https://doi.org/10.24198/jmk.v3i1.12963
Liokaftos, D. (2012). From ‘ Classical ’ To ‘ Freaky :’ an Exploration of the Development of Dominant ,Organised , Male. University of London.
Maxson, L. (2013). The archery: The history of archery series. Worcestershire: Read Books Ltd.
McNely, B. (2012). Shaping organisational image-power through images: Case histories of Instagram. 2012 IEEE International Professional Communication Conference, 1–8. https://doi.org/https://doi.org/10.1109/IPCC.2012.6408624
McQuail, D. (2010). McQuail’s mass communication theory. Sage publications.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29. https://doi.org/https://doi.org/10.1080/21639159.2020.1808812
Nauright, J. (2012). Sports around the World: History, Culture, and Practice [4 volumes]: History, Culture, and Practice. Abc-Clio.
Nusantoro, S. (2021). Olahraga Panahan Jadi Tren di Masyarakat Perkotaan. https://www.ceritadepok.com/olahraga/pr-531095401/olahraga-panahan-jadi-tren-di-masyarakat-perkotaan
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3), 270–284. https://doi.org/https://doi.org/10.25139/jkp.v5i3.3873
Piliang, Y. (2011). Dunia yang dilipat: Tamasya melampaui batas-batas kebudayaan. Matahari.
Pramita, E. (2019). Yuk Jadikan Olahraga sebagai Gaya Hidup. https://www.jurnas.com/artikel/52011/Yuk-Jadikan-Olahraga-sebagai-Gaya-Hidup/
Prasetya, M. (2020). Self-presentation dan kesadaran privacy micro-influencer di instagram. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 4(1), 239–258. https://doi.org/10.25139/jsk.v4i1.2301
Purnamasari, O., & Swarnawati, A. (2022). Komunikasi Pemasaran Decathlon Indonesia dalam Mempertahankan Loyalitas Konsumen di Masa Pandemi COVID-19. ETTISAL: Journal of Communication, 7(1), 69–86. https://doi.org/http://dx.doi.org/10.21111/ejoc.v7i1.7095
Putra, A. (2012). Penjualan Peralatan Olah Raga Toko Wanto Sport Dengan E-Commerce Menggunakan Php, Javascript, Dan Mysql. Universitas Muhammadiyah Surakarta.
Putranto, T. (2021). Instagram Panahan Korea Selatan Pada Olimpiade Tokyo 2020 Dalam Perspektif Determinisme Teknologi. Scriptura, 11(2), 65–73. https://doi.org/https://doi.org/10.9744/scriptura.11.2.65-73
Putranto, T., & Farida. (2021). Southeast Asia tourism in inflight safety video. Jurnal Kajian Media, 5(2), 115–130.
Putranto, T., Suyanto, B., & Ariadi, S. (2022). Digital marketing communication of skincare products to develop men’s consumptive behaviour. Jurnal Studi Komunikasi, 6(1 SE-Articles), 199–212. https://doi.org/10.25139/jsk.v6i1.4346
Reftari, D., Suryana, A., & Setiaman, A. (2018). Komunikasi Pemasaran Olahraga Renang. Jurnal Kajian Komunikasi, 6(2), 247–260. https://doi.org/https://doi.org/10.24198/jkk.v6i2.13221
Ri’aeni, I. (2017). Strategi Komunikasi Pemasaran Digital Pada Produk Kuliner Tradisional. LUGAS Jurnal Komunikasi, 1(2), 141–149. https://doi.org/https://doi.org/10.31334/ljk.v1i2.443
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/https://doi.org/10.1016/j.ijresmar.2021.09.005
Sucipto, K., & Yahya, A. (2022). Strategi komunikasi pemasaran digital subway indonesia melalui reels instagram@ subway. indonesia. Jurnal Komunikasi Profesional, 6(1), 68–78.
Suripto, T. (2019). Kajian Literatur Efektifitas Pemasaran Produk Dengan Menggunakan Sistim Online Marketing di Era Disruption. JESI (Jurnal Ekonomi Syariah Indonesia), 8(2), 120–128. https://doi.org/http://dx.doi.org/10.21927/jesi.2018.8(2).120-128
Susilo, D. (2021). Analisis wacana kritis van dijk: sebuah model dan tinjauan kritis pada media daring. Unitomo Press.
Susilo, Daniel, Putranto, T., & Navarro, C. (2021). MS Glow For Men: Digital Marketing Strategy on Men’s Facial Care Products. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 11(1). https://doi.org/https://doi.org/10.25139/sng.v11i1.3534
Syarief, I. (2021). Jaga Imun dengan Menjadikan Olahraga Sebagai Gaya Hidup. https://www.suarasurabaya.net/olahraga/2021/jaga-imun-dengan-menjadikan-olahraga-sebagai-gaya-hidup/
UNPI. (2016). Menkes: Olahraga Sebagai Gaya Hidup. https://unpi-cianjur.ac.id/berita-2085-menkes--olahraga-sebagai-gaya-hidup
Utomo, A. (2020). Upaya bersepeda sebagai moda transportasi serta gaya hidup baru menjaga kebugaran jasmani. Prosiding Seminar Nasional Fakultas Ilmu Kesehatan Dan Sains, 1(1).
Wijayanti, K. (2009). Fenomena Pusat Kebugaran dalam Perkembangan Kota. Universitas Indonesia.
Wimmer, R., & Dominick, J. (2013). Mass media research. Boston: Cengage learning.
Wisnubrata. (2020). Tren Olahraga 2020 untuk Menunjang Gaya Hidup Sehat, Apa Saja? https://lifestyle.kompas.com/read/2020/01/30/060600220/tren-olahraga-2020-untuk-menunjang-gaya-hidup-sehat-apa-saja-?page=all
Published
2022-08-01
How to Cite
Putranto, T. D., & Vallejo, E. T. S. (2022). Digital marketing communication for archery sports equipment on Instagram @vienetharcheryofficial. Jurnal Studi Komunikasi, 6(2), 473-486. https://doi.org/10.25139/jsk.v6i2.4870
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