Analisis Systematic Literature Review Terhadap Efektivitas Integrated Marketing Communication dalam Meningkatkan Brand Performance
DOI:
https://doi.org/10.37385/v0135f79Keywords:
Komunikasi Pemasaran Terintegrasi, Kinerja Merek, Systematic Literature ReviewAbstract
Transformasi lanskap pemasaran digital menuntut reorientasi strategis komunikasi pemasaran menuju pendekatan terintegrasi untuk mengoptimalkan kinerja merek. Penelitian systematic literature review ini menganalisis efektivitas komunikasi pemasaran terintegrasi dalam meningkatkan brand performance melalui sintesis 40 artikel empiris periode 2020-2024 dari basis data Scopus, Web of Science, dan Google Scholar. Metodologi PRISMA diterapkan dengan kriteria inklusi artikel peer-reviewed berbahasa Inggris dan Indonesia yang mengkaji hubungan empiris komunikasi pemasaran terintegrasi dengan indikator kinerja merek. Temuan mengidentifikasi enam dimensi konstitutif yang berpengaruh signifikan: media sosial, periklanan, promosi penjualan, public relations, event marketing, dan direct marketing. Mekanisme kausal beroperasi melalui mediasi ekuitas merek, brand trust, dan customer engagement dengan efektivitas dimoderasi karakteristik industri, ukuran organisasi, dan maturitas digital. Penelitian mengonfirmasi dampak positif komunikasi pemasaran terintegrasi terhadap kesadaran merek, loyalitas pelanggan, dan kinerja finansial lintas berbagai konteks industri, memberikan kontribusi teoretis dan praktis untuk optimalisasi strategi komunikasi pemasaran kontemporer.
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