Case Study
Year: 2018 | Month: December | Volume: 5 | Issue: 12 | Pages: 270-276
The Islamic Perspective of Marketing Communication inOnline Business Advertisement: A Case Study in Go-Jek Online Transport Sales Service
Abdul Haris1,2, Syukur Kholil1, Iskandar Zulkarnain3
1Post-Graduate Program of Islamic Communication, UIN-SU, Medan, Indonesia
2Politeknik Unggul LP3M, Medan, Indonesia
3Faculty of Political Sciences, University of Sumatera Utara, Medan, Indonesia
Corresponding Author: Syukur Kholil
ABSTRACT
The problems in the marketing communication arise due to services given to consumers, to inconvenience in transportation service, and to uncertain waiting time. With regard to the online business advertisement practiced by the Go-Jek Online transport services, the paper discusses the marketing communication strategies, the tools, and the perspective of Islamic communication. In-depth case study was used to explore in detail how marketing communications were used in persuading potential customers. Some respondents were requested to respond to three questions: i) how do you think of the existence of Go-Jek Online?, ii) what are the advantages of Go-Jek Online compared to conventional motorcycle taxis?, and iii) do ease of access, professional service, and affordable cost become your main indicators in choosing Go-Jek Online? Go-Jek Online riders and drivers got new opportunities to earn an income although they were at risks to face both unhealthy competition (confrontation with conventional pedicap) and government regulation. Go-Jek Online makes them move to be able to feel the pleasure of getting the bonus transferred into their accounts. The income bonus became their main motivation for them. It is concluded that the strategy of Go-Jek online marketing communication produces a very simple operation for community, which is connected to the internet. Although not all of the riders and drivers are moslems but they have met the Islamic ethics when they provide their services.
Key words: Marketing communication, advertisement, online business, Islamic communication
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