Exploring Customer Internal Meaning in Marketing Communication: A Case Study of Padmaning Garden
DOI:
https://doi.org/10.37826/spektrum.v13i1.847Keywords:
Customer Internal Meaning, Marketing Communication, Marketing StrategyAbstract
As one of the largest ornamental plant-producing countries, Indonesia benefits from its fertile soil and tropical climate, making the cultivation of ornamental plants relatively easy. The agriculture industry in Indonesia, particularly the ornamental plant and nursery sector, has seen significant growth. One of the key players in this sector is Padmaning Garden, which has been operating since 2020 and handles both export and import sales. Over the course of four years, Padmaning Garden has successfully established and maintained its nursery business by implementing effective marketing communication strategies.
This study examines the application of "Customer Internal Meaning" in marketing communications at Padmaning Garden, a company offering garden and landscape services. "Customer Internal Meaning" refers to a deep understanding of customers' perceptions, values, and motivations. The research aims to explore how customer perceptions influence the effectiveness of marketing communications and how their engagement can enhance customer satisfaction and loyalty.
This study contributes to the marketing communication literature by focusing on the agricultural sector, specifically ornamental plant businesses. It also identifies how understanding customer internal meaning can improve marketing strategies and deepen customer relationships. A qualitative approach is employed in this research, utilizing in-depth interviews with the owner, marketing manager, and customers of Padmaning Garden. Data is further supplemented by content analysis of the company's marketing communication materials, such as social media posts and online marketplace content. This research is expected to offer insights into how customer internal meaning can be utilized to enhance marketing communications in the agricultural industry.
References
Abdurahman, S., A. A. Ningtyas, A. Raulima, M. L. Airiyani, M. Y. Nasir, M. Syarifudin, and Mia Nugraha. 2022. “Horticultural Cultivation with the Green House Method.” Pp. 283–92 in Seminar Nasional Lahan Suboptimal 2022.
Agusta, Rivga. 2019. “Analisis Karakteristik Differentiate Media Vlog Dalam Konsep DRIP Komunikasi Pemasaran Film Hangout.” CALATHU: Jurnal Ilmu Komunikasi 1(1):1–8.
Akbar, Ali. 2019. “Penggunaan Dan Nilai Ekonomi Dari Tanaman Aglaonema Sp. Di Kalangan Pedagang Tanaman Hias Sekitar Cengkareng Dan Pulo Gadung.” JurnalBiosLogos 11(2):122–28. doi: 10.35799/jbl.v11i2.34411.
Bambang D. Prasetyo, Nufian S. Febriyani, Wayan Weda Asmara, and Dewi Dian Tamitiadini. 2018. Komunikasi Pemasaran Terpadu: Pendekatan Tradisional Hingga Era Media Baru. UB Press.
Bungin, Burhan. 2020. Social Research Methods. 1st ed. Kencana.
Charless E. Osgood, and Percy H. Tannenbaum. 1957. The Measurement of Meaning. Univer. Illinois Press.
Chitty, William, Andrew Hughes, and Steven D’Alessandro. 2015. Integrated Marketing Communication.
Colwell, S. R. 2008. “Toward a Measure of Service Convenience: Multipleitem Scale Development and Empirical Test.” Journal of Service Marketing .
Dwitanto, Mochammad, and Diyah Utami. 2023. “POLA PERILAKU PENGGEMAR TANAMAN HIAS DI MASA PANDEMI COVID-19.” Pemberdayaan Komunitas Lokal Dalam Masyarakat Global Paska Pandemi COVID-19 12(2).
Firmansyah, M. Anang. 2020. Komunikasi Pemasaran. CV. Penerbit Qiara Media.
Gupta, Damini Goyal, Varsha Jain, and Hyunju Shin. 2023. “Luxury Experience and Consumer Behavior: A Systematic Literature Review and Future Research Agenda.” Developments in Marketing Science: Proceedings of the Academy of Marketing Science 241–42. doi: 10.1007/978-3-031-24687-6_97.
Hadi, Abd., Asrori, and Rusman. 2021. Penelitian Kualitatif Studi Fenomenologi, Case Study, Grounded Theory, Etnografi, Biografi. CV. Pena Persada.
Hyett, Nerida, Amanda Kenny, and Virginia Dickson-Swift. 2014. “Methodology or Method? A Critical Review of Qualitative Case Study Reports.” International Journal of Qualitative Studies on Health and Well-Being 9:23606. doi: 10.3402/qhw.v9.23606.
Khairunnisa, Lathifah. 2023. “Analisis Preferensi Konsumen Terhadap Keputusan Pembelian Tanaman Monstera Adansonii Di Kelurahan Pondok Kelapa.” Journal of Student Research 1(2):506–22.
Kotler, Philip, and Gary Armstrong. 2018. Principles of Marketing. 17th edition. Pearson Education Limited.
Kriyantono, Rachmat. 2017. “Consumers Internal Meaning on Complementary Co-Branding Product by Using Osgood’s Theory of Semantic Differential.” Journal of Management and Marketing Review 2(2):57–63.
Kriyantono, Rachmat. 2019. “Aplikasi Teori Osgood Untuk Evaluasi Pemaknaan Internal Strategi Komunikasi Pemasaran Co-Branding.” Jurnal Ilmu Komunikasi 17(2):193–204. doi: 10.31315/jik.v17i2.2855.
Littlejohn, Stephen W., and Karen A. Foss. 2017. Theories of Human Communication. 11th ed. Waveland Press.
Lukyandari, Debora Dea Augustha. 2014. “Teori Osgood Dalam Pemaknaan Internal Produk Co-Branding (Studi Deskriptif Kuantitatif Pada Produk Co-Branding IM3-Arena.” Ilmu Komunikasi Fakultas Ilmu Sosial Brawijaya.
Maylina, Deti, Ade Sofyan Mulazid, and Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta. n.d. ANALISIS PENGARUH SERVICE QUALITY, CUSTOMER RELATIONSHIP MANAGEMENT DAN KEUNGGULAN PRODUK TABUNGAN TERHADAP LOYALITAS NASABAH PADA BANK BRI SYARIAH.
Moleong, Lexy J. 2021. Metodologi Penelitian Kualitatif . RemajaRosdakarya.
Mulyana, Deddy. 2015. Pengantar Ilmu Komunikasi. 9th ed. RemajaRosdakarya.
Rahayu, Nofiana, Bandi Sasmito, and Nurhadi Bashit. 2019. “Integritas Aktivis Lingkungan Hidup Dalam Mewujudkan Jurnalisme Lingkungan Hidup Yang Berkualitas.” CALATHU: Jurnal Ilmu Komunikasi 1.
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung. Alfabeta.
Teguh, Monika, Kevin Joshua Humardani, and Seraphine Amadea Pratama. 2021. “KOMUNIKASI PEMASARAN BAGI PASAR LANJUT USIA (Studi Kasus Pada Promosi Jasa Tukang Gigi Hoe Sioe Shen).” Scriptura 11(1):1–9. doi: 10.9744/scriptura.11.1.1-9.
Teguh, Monika, Aulialukita Niantiara, and Andrea Hartansa. 2020. “Integrated Marketing Communication Pada Usaha Industrial Internet of Things-Machine Vision.” Desember 9(2):191.
Triwahyuni, Indah, and Siti Zuhroh. 2020. Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan. Vol. 3.
Vigneron, and Johnson. 2004. “Measuring Perceptions of Brand Luxury.”
Winarni, Endang Widi. 2018. Teori Dan Praktik Penelitian Kuantitatif Kualitatif. Jakarta: BumiAksara.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Spektrum Komunikasi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
