Elaboration Likelihood Model (ELM) As Interpersonal Communication in Persuading Consumers in the Era of Disruption

Rince KAROLINE; Sunarto SUNARTO; Jamalullail JAMALULLAI; Nafiah ARIANI

doi:10.38142/ijesss.v4i4.657

Authors

Rince KAROLINE Sahid University Jakarta, Indonesia
Sunarto SUNARTO Prof. Dr. Moestopo (Beragama) University, Indonesia
Jamalullail JAMALULLAI Sahid University Jakarta, Indonesia
Nafiah ARIANI Sahid University Jakarta, Indonesia

DOI:

https://doi.org/10.38142/ijesss.v4i4.657

Keywords:

Elaboration Likelihood Model (ELM), Marketing Communication, Personal Selling, Era of Disruption

Abstract

The disruption era is a phase of the marketing concept that combines online and offline interactions between companies and consumers; both have their respective roles and complement each other. PT Honda Maju Mobilindo uses offline and online methods to sell its products. Personal selling is one of PT Honda Maju Mobilindo's most dominant offline methods to support promotional activities. Honda vehicles are included in the high-involvement product category, so human-to-human contact is needed to deliver messages to potential customers. This study uses the Elaboration likelihood model (ELM) with route central and peripheral route dimensions to analyze research problems. This research uses a mixed method with a postpositivism paradigm, a type of case study research, and data collection techniques using observation, interviews, documentation, and questionnaires. Data analysis techniques use the Miles & Huberman model. The results showed: that Honda consumers took the central route when processing received messages. The novelty in this research is the Elaboration model of the central route of automotive products in the era of disruption, which is the suitable communication model for promoting automotive products by combining online and offline interactions. In the era of technology, properly implementing promotional activities is not enough to be done online. However, offline methods are needed to ensure that consumers receive satisfactory service for purchased products.

Downloads

Download data is not yet available.

References

Ahmad sefudin, Mohammad Darwin, 2022. Perbandingan teori disrupsi pemasaran di era industri 4.0 oleh hermawan kartajaya dan renald khasali

Andarini, s. A. P. (2022). Komunikasi pemasaran luring pondok pesantren modern sahid di tengah era digital. Jurnal penelitian sosial ilmu komunikasi, 6(2), 92-101.

Anggraini, W. (2018). Proses komunikasi interpersonal dalam transaksi jual beli mobil bekas (studi deskriptif kualitatif proses komunikasi interpersonal dalam transaksi jual beli mobil bekas di carsentro yogyakarta) (doctoral dissertation, uajy). Arfika pertiwi putri, marketing communication modeling for komodo island, indonesia 2021 (in elaboraton likelihood modeling study)

Arifin, h. S. (2019). Pemasaran era milenium. Deepublish.

Arlena, w. M., & rasyid, m. I. (2023). Local product promotional content on president joko widodo’s instagram. International journal of media and communication research (ijmcr), 4(1), 18-31.

Aziz, a. (2020). Personal selling sebagai strategi komunikasi pemasaran pada Pt. Grahita Indonesia (studi kasus pada grahita indonesia cabang tangerang selatan). Akrab juara: jurnal ilmu-ilmu sosial, 5(4), 103-118.

Cacioppo, j. T., & petty, r. E. (1984). The elaboration likelihood model (ELM )of persuasion. Acr north american advances.

Chaniago, e. F., & kuswibowo, c. K. (2023). Analisis personal selling di era pandemi pada toyota auto2000 cilandak jakarta selatan. Simposium nasional mulitidisiplin (sinamu), 4, 333-341.

Class, e. (2019). Study of elaboration likelihood model (ELM ) under peripheral route: effectiveness of branded webseries'unilever: jelang buka'towards purchase intention in consumers (doctoral dissertation, universitas brawijaya malang).

Deddy irwandy, dewi rachmawati, 2018 application of refinement likelihood theory in influencing consumers' choice of mobile phone products

Deddy tiara muthiarsih, marketing strategies in the era of disruption 2019.

Destiana, r., & kismartini, k. (2020). Pemasaran pariwisata halal pada era disrupsi: studi kasus pulau penyengat di provinsi kepulauan riau. Society, 8(1), 264-283.

Dewi, w. W. A., febriani, n., destrity, n. A., tamitiadini, d., illahi, a. K., syauki, w. R., ... & prasetyo, b. D. (2022). Teori perilaku konsumen. Universitas brawijaya press. Hermawan agus, komunikasi pemasaran (jakarta: erlangga). 2012.

Farahdiba, d. (2020). Konsep dan strategi komunikasi pemasaran: perubahan perilaku konsumen menuju era disrupsi. Jurnal ilmiah komunikasi makna, 8(1), 22-38.

Fauzan, i. N. (2022). Inovasi media di tengah era disrupsi teknologi: studi kasus penggunaan surat elektronik pada media online asumsi periode 10-22 januari 2022 (doctoral dissertation, uin sunan gunung djati bandung).

Febiandini, v. V. (2023). Strategi komunikasi pemasaran melalui social media instagram pada restoran kandang ayam bandung (doctoral dissertation, fisip unpas).

Firdaus, a. N., lisfiana, l., & utami,

m. (2022). Eksistensi pasar tradisional comal pada era disrupsi 4.0. Jurnal akuntansi, ekonomi dan manajemen bisnis, 2(2), 128-136.

Firdaus, m. I., azizah, p. N., & sa'adah, r. (2022). Pentingnya digital marketing sebagai strategi pemasaran umkm di era 4.0. Jurnal graha pengabdian, 4(2), 154-162.

Ginanjar bayu bimantoro, personal sales analisis strategi komunikasi pemasaran 2019 pt. Infoglobal (studi kasus produk aplikasi pertahanan di mabes angkatan udara jakarta)

Guest, h. Pola marketing pedagang tradisional di era disrupsi ritel modern.

Hartono, a., siahaan, f. M., & hi, a.

R. (2020). Pengaruh komunikasi pemasaran personal selling dan word of mouth terhadap sikap untuk membeli mobil nissan melalui heuristik dan sistematik mode (survey pada pengguna mobil nissan di nissan kebon jeruk 2017- 2018).

Hartono, a., siahaan, f. M., & hi, a.

R. (2020). Pengaruh komunikasi pemasaran personal selling dan word of mouth terhadap sikap untuk membeli mobil nissan melalui heuristik dan sistematik

mode (survey pada pengguna mobil nissan di nissan kebon jeruk 2017- 2018). Atmadja, e. K. (2021).

Redi panuju, r. (2019). Komunikasi pemasaran pemasaran sebagai gejala komunikasi komunikasi sebagai strategi pemasaran.

Shimp, integrated marketing communications (jakarta: salemba humanika, 2014)

Simanjuntak, s. C., panjaitan, m., & napitupulu, j. (2020). Pengaruh bauran promosi dan loyalitas pelanggan dalam meningkatkan volume penjualan pada pt telkom kota medan. Jurnal ilmiah methonomi, 7(2), 85-91.

Sugiyono, metode penelitian kualitatif (bandung: alphabeta, 2020)

Sutarini, i. A. (2019, september). Evolusi industri periklanan di era disrupsi. In sandyakala: prosiding seminar nasional seni, kriya, dan desain (vol. 1, pp. 65-72).

Syahrizal, m. F. (2022). Pemanfaatan social media instagram sebagai sarana promosi dalam strategi pemasaran (studi kasus objek wisata ledok sambi ecoplayground dalam menarik minat pengunjung sebelum pandemi covid-19 dan pada masa pandemi covid-19 tahun 2021).

Tiara muthiarsih, strategi pemasaran era disruption 2019

Triana, v. A., nuryanto, u. W., & sutisna, s. (2023). The role of digital personal selling and product innovation with brand knowledge as a mediating variable in the decision to buy a car from the honda brand in serang city. International journal of education, social studies, and management (ijessm), 3(1), 89-99.

Wahidin pardosi, aswan jaya, 2020 pt. Mega center finance medan pengaruh komunikasi interpersonal antara pemasar kredit dan dealer terhadap peningkatan penjualan kendaraan roda dua

Wibowo, p. S. (2021). Strategi komunikasi pemasaran sharp indonesia di era pandemi covid-19 dan kenormalan baru. Jurnal komunikasi profesional, 5(1).

Widarti, w., & yuliana, r. (2023). Efektivitas iklan cetak mobil listrik tesla model s. Jurnal pariwara, 3(1).

Yuliana, y., lisa, l., nancy, n., chandra, w., & aigan, w. (2019, february). Analisis penerapan promosi pada pt. Adam dani lestari medan. In seminar nasional teknologi komputer & sains (sainteks) (vol. 1, no. 1).

Zuhrati desiana, m. Fiqri rifatah and dedi sahputra, promotional girls verbal and non-verbal communication in cigarette product marketing 2021

Zulkifli1 maria goreti solot, 2018. The influence of customers and online customers on 3 second store sales, noble plaza samarinda