Published date: Oct 30 2023

Journal Title: KnE Social Sciences

Issue title: 5th Social and Humaniora Research Symposium (5th SoRes)

Pages: 466–475

DOI: 10.18502/kss.v8i18.14246

Aning SofyanAning.sofyan@unisba.ac.idFaculty of Communication, Universitas Islam Bandung, Bandung

Yenni YuniatiFaculty of Communication, Universitas Islam Bandung, Bandung

Anne RatnasariFaculty of Communication, Universitas Islam Bandung, Bandung

The government, in collaboration with relevant agencies, implements programs aimed at enhancing the competitiveness of business actors and equipping them with the necessary skills for business development. One such organization in Bandung Regency is the Independent Karsa Entrepreneurs Association, which operates under the guidance of the Industry, Trade, and Cooperatives Service in Bandung Regency, West Java. The association comprises members engaged in various sectors, including snack products, knitwear, clothing, and more. This article presents the findings of a research study conducted on copywriting marketing training and its effectiveness in reaching the target market. The study aims to analyze the members’ understanding of copywriting marketing training, encompassing its forms, benefits, elements, and writing style. A descriptive research method was employed to gain a deeper understanding of the challenges associated with copywriting marketing training in effectively reaching the target market. Data for the study was collected by distributing research questionnaires to 30 group members who participated in the training. The sampling technique employed was census, ensuring the inclusion of all association members as research respondents. The results revealed that the association members possessed a high level of knowledge regarding the forms, benefits, and elements of Copywriting Marketing. They also demonstrated a strong understanding of the writing style required to effectively reach the target market through Copywriting Marketing strategies.

Keywords: copywriting marketing, target audience, SME Entrepreneurs Association.

[1] Vincent AN, Webster MC. Exploring relationship marketing in membership associations. European Journal of Marketing. 2013;47(10):1622–1640.

[2] Aji D. Copywriting canvas: Langkah mudah menulis copywriting tanpa pusing. Volume 1. Motiva Kreasi Indonesia; 2020.

[3] Anindya WD. Strategi Menulis Teks Promosi (Copywriting) di Instagram untuk Meningkatkan Penjualan Onlineshop. JAST: Jurnal Aplikasi Sains Dan Teknologi. 2022;5(2):148–155.

[4] Caravella LD, Daley K. Spiking Mastering; Menguasai Strategi Presentasi yang Efektif. Jakarta: Bhuana Ilmu Populer; 2005.

[5] DeVito JA. The interpersonal communication book. 13th ed. New Jersey: Pearson Education, Inc; 2013.

[6] Jefkins F. Periklanan penerjemeh Haris Munandar. Jakarta: Erlangga; 2006.

[7] Kasali R. Membidik Pasar Indonesia melalui Segmentasi. Jakarta: Targeting Dan Positioning, Penerbit PT Gramedia Pustaka Utama; 2005.

[8] Kotler P, Kartajaya H, Hooi DH. Marketing for competitiveness: Asia to the world! in the age of digital consumers. World Scientific; 2017. https://doi.org/10.1142/10313.

[9] Panjaitan TH, Lutfie H. Pengaruh personal selling terhadap keputusan pembelian (Studi kasus PT Millenium Pharmacon Internasional Tbk cabang Bandung). EProceedings of Applied Science. 2016;2(2).

[10] Prayoga DE. Easy copywriting: contek abis, sampai laris. Sukabumi: Delta Saputra; 2015.

[11] Rakhmat J. Metode Penelitian Komunikas: Dilengkapi Contoh Analisis Statistik, Bandung: PT. Remaja Rosdakarya. 2004.

[12] Setyawan AA, Purwanto BM, Dharmmesta BS, Nugroho SS. Business relationship framework in Indonesia: Relationship marketing vs transaction cost. Journal of Asia Business Studies. 2016;10(1):61–77.

[13] Shimp TA. Komunikasi pemasaran terpadu dalam periklanan dan promosi. Jakarta: Salemba Empat, 2014;97.

[14] Singarimbun M, Effendi S. Metode Penelitian Survei, LP3ES. Jakarta: PT Pustaka LP3ES Indonesia. 2006.

[15] Tinarbuko S. Semiotika komunikasi visual: metode analisis tanda dan makna pada karya desain komunikasi visual. Jalasutra; 2008.

[16] Trijanto A. Copywriting: Seni mengasah kreativitas dan memahami bahasa iklan. Bandung: Remaja Rosdakarya; 2001.

[17] Tumbelaka M, Loindong S. Servicescape Dan Personal Selling Pengaruhnya Terhadap Kepuasan Nasabah Tabungan Britama Bank BRI Cabang Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi. 2014;2(2).

[18] Urban H. Positive words, powerful results: Simple ways to honor, affirm, and celebrate life. Simon and Schuster; 2004.

[19] Waringin TD. Gramedia Pustaka Utama. Marketing Revolution (SC); 2013.

[20] Yogantari MV, Ariesta IG. Kajian Pengaruh Copywriting Kreatif Terhadap Identitas Brand Kedai Kopi Takeaway Di Denpasar. Jurnal Nawala Visual. 2021;3(1):8–16.