DINAMIKA PEMASARAN PRODUK B2C DI INDONESIA: TREN SOSIAL MEDIA, INFLUENCER, DAN STRATEGI DIFERENSIASI PRODUK DALAM STUDI KASUS KUE CROMBOLONI BUATAN MONSIEUR SPOON
DOI:
https://doi.org/10.23917/determinasi.v2i1.191Keywords:
Competitive advantage, influencer marketing, viral marketing, premium priceAbstract
This research analyzes Monsieur Spoon's influencer marketing strategy through collaboration with Tasya Farasya in promoting cromboloni. Additionally, the study highlights several key aspects influencing Monsieur Spoon's success in the Indonesian culinary market. This research adopts a qualitative method utilizing secondary data as the primary source. Findings indicate that by employing suitable influencers and integrating their competitive advantages, Monsieur Spoon effectively reinforces its position as a market leader in the premium bakery industry in Indonesia.
Downloads
References
Amadea, A. (2023). Membuktikan Kerenyahan Cromboloni ala Monsieur Spoon yang Viral. Retrieved from Kumparan Food: https://kumparan.com/kumparanfood/membuktikan-kerenyahan-cromboloni-ala-monsieur-spoon-yang-viral-21kUvRCmMOx/full
American Marketing Association. (n.d.). What is Digital Marketing?. https://www.ama.org/what-is-digital-marketing/.
Backaler, J., & Backaler, J. (2018). Business to consumer (B2C) influencer marketing landscape. Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, 55-68. https://doi.org/10.1007/978-3-319-78396-3_5.
Bel, R. (2018). A property rights theory of competitive advantage. Strategic Management Journal, 39(6), 1678-1703. https://onlinelibrary.wiley.com/doi/abs/10.1002/smj.2707.
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.
Chahyanti, D. (2023). Asal Usul Cromboloni, Kue Pastry yang Tengah Viral. Asal Usul Cromboloni, Kue Pastry Yang Tengah Viral - TIMES Indonesia. https://timesindonesia.co.id/kuliner/479516/asal-usul-cromboloni-kue-pastry-yang-tengah-viral.
Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, 80, 218-227. https://doi.org/10.1016/j.jbusres.2017.04.008.
Deka, C. F., & Niser, A. (2023). Perbandingan Strategi Pemasaran Tradisional Dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli Pada Audiens Muda. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis, 2(1), 279-287. https://doi.org/10.61132/manuhara.v2i1.526.
De Veirman, M., Cauberghe., V. & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36:5, 798-828. https://doi.org/10.1080/02650487.2017.1348035.
Elwani, R. S., & Kurniawan, F. (2020). Pemanfaatan Media Sosial Dalam Pemasaran Sosial Bagi Remaja. Jurnal Komunikasi, 12(1), 64-80. https://doi.org/10.24912/jk.v12i1.6654.
Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joitmc8030163.
Farivar, S., & Wang, F. (2022, July 1). Effective influencer marketing: A social identity perspective. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2022.103026.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of business research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001.
Friesenbichler, K. S., & Reinstaller, A. (2021). Do firms facing competitors from emerging markets behave differently? Evidence from Austrian manufacturing firms. European Business Review. https://doi.org/10.1108/ebr-09-2020-0216.
Fu, Q., Abdul Rahman, A. A., Jiang, H., Abbas, J., & Comite, U. (2022). Sustainable supply chain and business performance: The impact of strategy, network design, information systems, and organizational structure. Sustainability, 14(3), 1080. https://www.mdpi.com/2071-1050/14/3/1080.
Henaulu, A. K., Ardian, S., & Ely, A. J. (2021). Combination of canvas business model and blue ocean strategy in developing SMEs Jus Pala Morella. In IOP Conference Series: Earth and Environmental Science (Vol. 807, No. 2, p. 022059). IOP Publishing. https://iopscience.iop.org/article/10.1088/1755-1315/807/2/022059/meta.
Instagram. (n.d.). Tasya Farasya. https://www.instagram.com/tasyafarasya/?hl=en.
Islam, S. M., Kalam, A., & Fahmida, A. (2018). Factors affecting customers' brand choice behavior of semi processed frozen food products: A study in Khulna City, Bangladesh. Universal Journal of Management, 6(8), 273-279. https://www.hrpub.org/download/20180930/UJM2-12111778.pdf.
Kapadia, A. (2020). How effective is influencer marketing? - Business 2 Community. https://www.business2community.com/marketing/how-effective-is-influencer-marketing-2-02293318.
Kemp, S. (2022). Digital 2022: Indonesia — DataReportal – Global Digital Insights. DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2022-indonesia.
Khan, S. A. R., Ponce, P., Tanveer, M., Aguirre-Padilla, N., Mahmood, H., & Shah, S. A. A. (2021). Technological innovation and circular economy practices: Business strategies to mitigate the effects of COVID-19. Sustainability, 13(15), 8479. https://www.mdpi.com/2071-1050/13/15/8479.
Koay, K. Y., Cheung, M. L., Soh, P. C., & Teoh, C. W. (2021). Social media influencer marketing: the moderating role of materialism. European Business Review. https://doi.org/10.1108/ebr-02-2021-0032.
Lengkawi. A.S and Saputra T.Q. (2021). View of Pengaruh Influencer Marketing Terhadap Keputusan Pembelian. [online] jurnal.stieyasaanggana.ac.id. Available at: https://jurnal.stieyasaanggana.ac.id/index.php/yasaanggana/article/view/69/41.
Liao, T. S., Rice, J., & Lu, J. C. (2015). The vicissitudes of competitive advantage: Empirical evidence from Australian manufacturing SMEs. Journal of Small Business Management, 53(2), 469-481. https://doi.org/10.1111/jsbm.12078.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501.
Marsha Awang Lisba Siella, Y. A. (2023). 7 Cromboloni Enak di Jakarta, Harganya mulai Rp 25.000 . Retrieved from Kompas.com: https://www.kompas.com/food/read/2023/12/06/080800175/7-cromboloni-enak-di-jakarta-harganya-mulai-rp-25000
Maulana, A., Arjun, N. R., Akbar, F., Suryanti, N. A., & Firmansyah, H. (2021). Peran E-Commerce di Tengah Pandemi terhadap Gaya Hidup Masyarakat Indonesia Masa Kini. Journal of Education and Technology, 1(1), 55-61. https://jurnalilmiah.org/journal/index.php/jet/article/view/41.
Maulana, I., & Salsabila, O. (2020). Pengaruh social media influencer terhadap perilaku konsumtif di era ekonomi digital. Majalah Ilmiah Bijak, 17(1), 28-34. https://ojs.stiami.ac.id/index.php/bijak/article/view/823.
Monsieur Spoon. (n.d.). Home - Monsieur Spoon. https://www.monsieurspoon.com/
Onu, C. A., Nwaulune, J., Adegbola, E. A., & Nnorom, G. (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: A study on Nigerian consumers. Management Science Letters. https://doi.org/10.5267/j.msl.2019.7.009.
Roscha , G Zhafira., Angelia., Mahaputra, N Bintang. (2022). Pinisi Business Administration Review. The Effect of Co-Branding and Brand Equity Mcdonalds X BTS on Purchase Intention of BTS Meal Products. 4 (1). 53-64.
Sanchez-Henriquez, F., & Pavez, I. (2021). The effect of open innovation on eco-innovation performance: The role of market knowledge sources. Sustainability. 13(7), 3890. https://www.mdpi.com/2071-1050/13/7/3890.
Schaefer, M. W. (2019). Marketing rebellion: the most human company wins. Schaefer Marketing Solutions.
Seputaran Bali. (2023, Desember 2). Monsieur Spoon Bali: Tempat Mencicipi Kue Khas Prancis yang Enak. Retrieved from Kumparan.com. https://kumparan.com/seputar-bali/monsieur-spoon-bali-tempat-mencicipi-kue-khas-prancis-yang-enak-21groPvFl6z/full
Taslaud, G. (2023). Influencer Marketing in Indonesia 2023 Insights and Numbers. INSG.CO. https://www.insg.co/en/influencer-marketing-indonesia/.
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 103506. https://doi.org/10.1016/j.jretconser.2023.103506.
Xie, J., Nozawa, W., Yagi, M., Fujii, H., & Managi, S. (2019). Do environmental, social, and governance activities improve corporate financial performance?. Business Strategy and the Environment, 28(2), 286-300. https://doi.org/10.1002/bse.2224.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Adi Nugroho, Andi Setiawan, Tamara Nur Aziza, Arizal Nur Dwinawan, Ayu Dwi Sukmawati
This work is licensed under a Creative Commons Attribution 4.0 International License.
