Digital Marketing as a Communication Strategy @Akaalshopbdg in Increasing the Zero Waste Lifestyle of Bandung Society

Hikmah Hamidah; Ummu Salamah; Annisa Husnusyifa

Authors

Hikmah Hamidah Fakultas Ilmu Komunikasi, Universitas Garut, Indonesia
Ummu Salamah Fakultas Ilmu Komunikasi, Universitas Garut, Indonesia
Annisa Husnusyifa Fakultas Ilmu Komunikasi, Universitas Garut, Indonesia

Keywords:

digital marketing, communication strategy, zerowaste lifestyle

Abstract

This study examines the effectiveness of digital marketing as a communication strategy for the Instagram account @akaalshopbdg to educate and encourage the people of Bandung to adopt a zero-waste lifestyle. This study also aims to assess the extent to which digital marketing can play a role in increasing the interest and awareness of the people of Bandung to start implementing a low-waste lifestyle. The methods used in this study are qualitative and content analysis methods. With in-depth interviews with the owner and content creators to understand how the communication strategy is designed and how to implement it through digital marketing. The results of the study show that the effectiveness of digital marketing and a good and planned communication strategy are very influential in increasing awareness and interest in changing the zero-waste lifestyle of the people of Bandung. In addition, interactive educational content and two-way communication are needed to attract consumers emotionally, as well as consistent visual content and incentive strategies by creating product bundling can attract more interest significantly and are able to increase awareness and educate the people of Bandung to adopt a zero-waste lifestyle. These findings confirm that digital marketing is not only effective in good marketing but is also able to provide insight into building social behavior towards environmental change. This research is able to provide an important contribution to UMKM who are developing good and effective digital marketing that also has a social impact.

References

Astikarani, N. M. D., & I Komang, Y. W. P. (2024). Pemanfaatan Digital Marketing Sebagai Strategi Komunikasi Pemasaran Efektif Dan Inovatif Untuk Menarik Konsumen Umkm. Waisya : Jurnal Ekonomi Hindu, 3(2), 133–147. https://doi.org/10.53977/jw.v3i2.2006

Fadhilah, D. A., & Pratiwi, T. (2021). Strategi Pemasaran Produk UMKM Melalui Penerapan Digital Marketing (Studi Kasus Pada Kelompok Usaha “Kremes Ubi” di Desa Cibunar, Kecamatan Rancakalong, Sumedang). Coopetition: Jurnal Ilmiah Manajemen, XII(1), 17–22.

Jamaluddin, R., Smith, W. W., & Wang, D. (2020). Destination marketing: A review of research 1995–2019. Tourism Management Perspectives.

Kim, E. Y. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing - EUR J MARK, 38, 883–897. https://doi.org/10.1108/03090560410539302

Naibaho, N. A., & Ritonga, M. H. (2024). Strategi Komunikasi Pemasaran Digital My Nasha Hotel Tigaras dalam Meningkatkan Pengunjung. Jurnal Indonesia : Manajemen Informatika dan Komunikasi, 5(2), 1772–1778. https://doi.org/10.35870/jimik.v5i2.758

Nur, M., & Budi, P. (2024). Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian pada Produk Kofieboy. AKADEMIK: Jurnal Mahasiswa Humanis, 4(2), 488–498. https://doi.org/10.37481/jmh.v4i2.855

Prasanti, E., Zuhri, S., Achmad, Z. A., & Tutiasri, R. P. (2023). Impelementasi Teori AISAS dalam Strategi Komunikasi Pemasaran Digital @stripesmestore di Instagram. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(5), 3017–3022. https://doi.org/10.54371/jiip.v6i5.1997

Simon, K. (2025). Digital 2025: Indonesia. Data Reportal. https://datareportal.com/reports/digital-2025-indonesia

Tri, R. (2020). The Power Of Digital Marketing. Tiga Ebook.