Analysis of DIMC Strategy Using SWOT in the Refill Perfume Industry: A Case Study of Uchi Parfume Karawitan Bandung
DOI:
https://doi.org/10.56456/jebdeker.v6i1.885Keywords:
Digital Integrated Marketing Communication, Communication Strategy, Uchi Parfume Refill PerfumeAbstract
This study has two main objectives: to analyze the communication approach implemented by Uchi Parfume based on the Digital Integrated Marketing Communication (DIMC) theoretical framework, and to describe the SWOT factors influencing Uchi Parfume's digital marketing communication strategy. To achieve these objectives, this research employs a qualitative method with a case study approach to explore the unique phenomena observed. The data used in this study consists of primary data from interview transcripts and secondary data from internal reports, academic articles, and Uchi Parfume's social media content. Data collection techniques included semi-structured interviews and document analysis with a thematic approach, analyzed through data triangulation. Furthermore, for easier analysis, informants were categorized into three roles: key informants (Manager & Head Digital Marketing), primary informants (Customer Service Staff & Host), and supporting informants (Customers & Influencers). This research found that Uchi Parfume has implemented digital marketing communication strategies in line with DIMC elements, although a weakness persists in its dependence on paid advertising. The SWOT analysis conducted in this study yielded recommendations for developing organic strategies and enhancing community engagement to overcome existing weaknesses and threats, leveraging Uchi Parfume's inherent strengths.
References
Argyriou, E., Kitchen, P. J., & Melewar, T. C. (2006). The Relationship between Corporate Websites and Brand Equity: A Conceptual Framework and Research Agenda. International Journal of Market Research, 48(5), 575–599. https://doi.org/10.1177/147078530604800507
Arikunto, S. (2014). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta.
Barootkoob, M., Malmiri., Monfared, & Ghaffari, M. (2021). The role of social commerce in online purchase intention: mediating role of social interactions, trust, and electronic word of mouth. J. for International Business and Entrepreneurship Development, 13(1), 22. https://doi.org/10.1504/JIBED.2021.10034431
Battle, T. A., Morimoto, M., & Reber, B. H. (2007). Considerations for Integrated Marketing Communications Education: The Needs and Expectations from the Communications Workplace. Journal of Advertising Education, 11(2), 32–48. https://doi.org/10.1177/109804820701100207
Braun, V., & Clarke, V. (2006). Thematic Analysis: A Practical Guide. Sage Publication.
Brindha, G., & Professor, A. (2014). Integrated Marketing Communication Strategies of Apple and Samsung. International Journal of Research and Development-A Management Review.
Caywood, C. L. (2012). The Handbook of Strategic Public Relations and Integrated Marketing Communications (C. L. Caywood, Ed.; 2nd ed.). McGraw Hill.
Chitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. A. (2015). Integrated Marketing Communications. Cengage Learning.
Coffie, S., Anning-Dorson, T., Hinson, R. E., Bosah, G., & Anani-Bossman, A. (2022). Marketing Communications in Emerging Economies: Conclusions and Recommendations (pp. 277–296). https://doi.org/10.1007/978-3-030-81337-6_12
Conrnelissen, J. P., & Lock, A. R. (2000). Theoretical Concept or Management Fashion? Journal of Advertising Research, 40(5), 1–8. https://doi.org/10.2501/jar-40-5-7-15
Cook, G. (2001). The Discourse of Advertising (2nd Edition). Routledge.
Corniani, M. (2006). Communication. Symphonya. Emerging Issues in Management, 2, 41–61. https://doi.org/10.4468/2006.2.04corniani
Creswell, J. (2013). Qualitative Inquery & Research Design: Choosing Among Five Approaches (L. Habib, Ed.; Third). SAGE Publication.
Csikósová, A., Antošová, M., & Čulková, K. (2014). Strategy in Direct and Interactive Marketing and Integrated Marketing Communications. Procedia - Social and Behavioral Sciences, 116, 1615–1619. https://doi.org/10.1016/j.sbspro.2014.01.444
Daft, R. L., & Marcic, D. (2019). Understanding Management (11th Edition). Cengage Learning.
David, F. (2011). Strategic Management: Concepts and Cases. Pearson Education.
Dietrich, G. (2014). Spin Sucks: Communication and Reputation Management in the Digital Age. Que.
Diventy, A. H., Rahadhini, D., & Triastity, R. (2020). THE ROLE OF ON PURCHASE INTENTION AND PURCHASE DECISIONS AT KOPI SI BUDI SURAKARTA. International Conference on Techonolgy, Education, and Social Science, 3, 488–496. www.statisca.com,
Duan, W., Gu, B., & Whinston, A. (2008). The Dynamics of Online Word-of-Mouth and Product Sales: An Empirical Investigation of the Movie Industry. Journal of Retailing, 84(2), 233–242. https://doi.org/10.1016/j.jretai.2008.04.005
Duffett, R. G., & Wakeham, M. (2016). SOCIAL MEDIA MARKETING COMMUNICATIONS EFFECT ON ATTITUDES AMONG MILLENNIALS IN SOUTH AFRICA. The African Journal of Information Systems, 8(3).
Fayol, H. (1949). General and Industrial Management (H. Fayol, Ed.). Sir Isaac Pitman & Sons Ltd.
Fiantika, F. R., Wasil, M., Honesti, L., Jumiyati, S., Wahyuni, S., Jonata, & Mashudi, I. (2022). METODOLOGI PENELITIAN KUALITATIF (Y. Novita, Ed.). PT. GLOBAL EKSEKUTIF TEKNOLOGI. www.globaleksekutifteknologi.co.id
Galletta, A., & Cross, W. E. (2013). From Research Design to Analysis and Publication. NYU Press. http://www.jstor.org/stable/j.ctt9qgh5x
George, R. T., & Leslie, W. R. (1977). Principles of Management (7th Edition). Richard D. Irwin.
Griffin, W. G., & Pasadeos, Y. (1998). The Impact of IMC on Advertising and Public Relations Education. Journalism & Mass Communication Educator, 53(2), 4–18. https://doi.org/10.1177/107769589805300201
Haskara, I., Andriani, D., & Kholid Mawardi, K. M. (2016). THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION (IMC) ON BRAND EQUITY AND PURCHASE DECISION (Survey on Indosat-M3 customers among members of Unit Aktivitas Band Universitas Brawijaya class of 2014). Jurnal Administrasi Bisnis (JAB)|Vol, 34(1), 29–37.
HMNS. (2025). About HMNS. Madeforhmns.Com.
Hollensen, Svend., & Opresnik, M. Oliver. (2015). Marketing : a Relationship Perspective. Vahlen, Vahlen.
Indrawan, Y. W. (2024). Strategies in the Era of Industry 4.0 in Leveraging Data to Enhance Customer Engagement. Majalah Ilmiah Bijak, 21(2), 433–440.
Inparfume Fragrance. (2025). Selamat Datang di Inparfume Fragrance. Inparfumefragrance.Com.
Jung, S.-U., & Shegai, V. (2023). The Impact of Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size. Sustainability, 15(7), 5711. https://doi.org/10.3390/su15075711
Katz, D., & Kahn, R. (1978). The social psychology of organizations (2nd ed.). Wiley.
Keke, Y., & Trisakti, S. (2015). KOMUNIKASI PEMASARAN TERPADU TERHADAP BRAND AWARENESS. Jurnal Manajemen Bisnis Transportasi Dan Logistik, 2.
Kitchen, P. J. (2005). New paradigm – IMC – under fire. Competitiveness Review: An International Business Journal, 15(1), 72–80. https://doi.org/10.1108/cr.2005.15.1.72
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management: Vol. Global edition.
Kozlenkova, I. V., Lee, J.-Y., Xiang, D., & Palmatier, R. W. (2021). Sharing economy: International marketing strategies. Journal of International Business Studies, 52(8), 1445–1473. https://doi.org/10.1057/s41267-020-00393-z
Kuhn, T. S. (1970). The Structure of Scientific Revolutions (O. Neurath, Ed.; Second Edition). University of Chicago Press.
Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For. Journal of Marketing, 79(1), 1–9. https://doi.org/10.1509/jm.79.1.1
Low, G. S. (2000). Correlates of Integrated Marketing Communications. Journal of Advertising Research, 40(3), 1–11. https://doi.org/10.2501/jar-40-3-27-39
Lubis, N. W. (2022). Resource Based View (RBV) in Improving Company Strategic Capacity. In Research Horizon (Vol. 2, Issue 6).
Luther, G. (1937). Papers on the Science of Administration (13th ed.). Institute of Public Administration, Columbia University.
McCartan, A., & McMahon, F. (2020). The International Encyclopedia of Gender, Media, and Communication. Wiley. https://doi.org/10.1002/9781119429128
Media Indonesia. (2022, September 27). Produsen Ungkap Pesaingan Parfum Lokal Semakin Ketat. Mediaindonesia.Com.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425. https://doi.org/10.1016/j.techsoc.2020.101425
Mihaela, O. O. E. (2015). The Influence of the Integrated Marketing Communication on the Consumer Buying Behaviour. Procedia Economics and Finance, 23, 1446–1450. https://doi.org/10.1016/S2212-5671(15)00446-3
Nemčoková, K., Kráľová, Z., Holíková, A., & Sampey, D. P. (2021). Gender identities in e-shop perfume descriptions. Topics in Linguistics, 22(1), 63–77. https://doi.org/10.2478/topling-2021-0005
Kampman, D., & Krog, E. (2020). Digital Integrated Marketing Communication: A Framework for Strategic Implementation in the Digital Era. Journal of Digital Marketing, X(Y),
Pasadeos, Y. (2000). Conflicting Attitudes toward an Integrated Curriculum. Journalism and Mass Communication Educator.
Patton, M. Q. (2007). Sampling, Qualitative (Purposive). In The Blackwell Encyclopedia of Sociology. Wiley. https://doi.org/10.1002/9781405165518.wbeoss012
Pearce, J., & Robinson, R. (2013). Manajemen Strategis (Formulasi, Implementasi, dan Pengendalian). Penerbit Salemba Empat.
Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International Journal of Advertising, 22(1), 93–115. https://doi.org/10.1080/02650487.2003.11072841
Percy, L. (2008). Strategic Integrated Marketing Communications. Routledge. https://doi.org/10.4324/9780080878294
Pitta, D. A., Weisgal, M., & Lynagh, P. (2006). Integrating exhibit marketing into integrated marketing communications. Journal of Consumer Marketing, 23(3), 156–166. https://doi.org/10.1108/07363760610663312
Ragin, C. C., & Becker, H. S. (1992). What is a case? Exploring the foundations of social inquiry. Cambridge University Press.
Ramadani, S. P., Mirzanti, I. R., & Sjarif, R. S. (2023). Proposed Marketing Strategy to Increase Sales (Study Case: Ouromatica Fragrance). International Journal of Current Science Research and Review, 06(07). https://doi.org/10.47191/ijcsrr/V6-i7-25
Rani, P. (2014). Factors influencing consumer behaviour. Excellent Publisher, 2(4), 52–61.
Robbins, S. P., & Coulter, M. (2020). Management (E. Svenden, Ed.; 15th Edition). Prentice Hall (Pearson). www.pearsonhighered.com
Rosário, A. T., & Dias, J. C. (2022). Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda. Journal of Sensor and Actuator Networks, 11(3), 30. https://doi.org/10.3390/jsan11030030
Santoso, P. Y. (2018). TRANSFORMASI INTEGRATED MARKETING COMMUNICATION DI ERA DIGITAL. JURNAL PUSTAKA KOMUNIKASI, 1(2), 313–326.
Sari, A. (2024, August 5). Saff & Co Andalakan Shopee untuk Kembangkan Bisnis Parfumnya di Tanah Air. Kompas.Com.
Schultz, D. E., & Kitchen, P. J. (2000). A Response to “Theoretical Concept or Management Fashion.” Journal of Advertising Research, 40(5), 1–4. https://doi.org/10.2501/jar-40-5-17-21
Seli, R., Zubaidah Ismail, S., Thean Heng, K., Mohd, F., Anwar, H., Sultan Azlan Shah, U., & Author, C. (2017). Integrated Marketing Communication In The Era Of Online Environment. In International Journal of Business and Management Invention ISSN (Vol. 6). Online. www.ijbmi.org
Severi, E., Choon Ling, K., & Nasermoadeli, A. (2014). The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management, 9(8). https://doi.org/10.5539/ijbm.v9n8p84
Smith, J., Chen, L., & Miller, A. (2022). Leveraging Digital Integrated Marketing Communication for Enhanced Brand Engagement. International Journal of Marketing Studies,
Shimp, T. A. . (2007). Advertising, promotion, and other aspects of integrated marketing communications (7th Edition). Thomson/South-Western.
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications (E. Joyner, Ed.; 9th Edition). Cengage Learning. www.cengage.com/highered
Statista. (2025, February 28). Revenue of the fragrances market in Indonesia from 2019 to 2030. Www.Statistia.Com.
Sugiyono. (2017). Metode Penelitain Kuantitatif, Kualitatif, dan R&D (fifth Edit). ALFABETA.
Taghian, M. (2005). Marketing Planning And Business Performance: An Empirical Study Of Large Australian Organisations. ANZMAC Conference Proceedings. https://www.researchgate.net/publication/255588559
Tempo. (2022, October 4). Terpopuler Bisnis: Sosok CEO dan Pendiri HMNS hingga BSU Rp 600 Ribu. Tempo.Co.
Uchi Parfume. (2025). Tentang Uchi. Https://Uchiparfume.Com/Tentang-Kami.
Wong, L. L., & Lee, S. T. (2021). The Evolution of IMC into DIMC: A Contemporary Perspective. Journal of Marketing Theory and Practice.
Yin, R. K. (2018). Case study research and applications : design and methods (Sixth). Sage Publication.
Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694–700. https://doi.org/10.1016/j.ijhm.2010.02.002
