{"id":1095,"date":"2025-06-07T11:35:47","date_gmt":"2025-06-07T04:35:47","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/public-relations\/?p=1095"},"modified":"2025-06-07T11:35:47","modified_gmt":"2025-06-07T04:35:47","slug":"strategi-soft-selling-dalam-periklanan","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/public-relations\/2025\/06\/07\/strategi-soft-selling-dalam-periklanan\/","title":{"rendered":"Strategi Soft Selling dalam Periklanan"},"content":{"rendered":"<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-contrast=\"auto\">Soft selling adalah pendekatan pemasaran yang mengedepankan hubungan emosional dengan audiens alih-alih promosi agresif. Teknik ini fokus pada edukasi, <em>storytelling<\/em>, dan solusi masalah, sehingga konsumen tidak merasa &#8220;dipaksa&#8221; untuk membeli. Menurut HubSpot, strategi ini efektif untuk membangun kepercayaan jangka panjang, terutama di era digital di mana konsumen jenuh dengan iklan langsung.<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\">\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-contrast=\"auto\">Contoh penerapannya dapat dilihat dari kampanye Nike &#8220;<em>Find Your Greatness<\/em>&#8221; yang menyoroti kisah inspiratif orang biasa, bukan produk. Pendekatan serupa dilakukan Coca-Cola dengan kampanye &#8220;<em>Share a Coke<\/em>&#8221; yang mencetak nama pelanggan di botol, meningkatkan interaksi di media sosial. Di Indonesia sendiri, Tokopedia menggabungkan konten hiburan dan <em>music show<\/em> untuk menarik minat tanpa terkesan promosi.<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-contrast=\"auto\">Keunggulan <em>soft selling<\/em> terletak pada kemampuannya membangun <em>brand awareness<\/em> dan loyalitas. Studi GE Capital Retail Bank menunjukkan 81% konsumen melakukan riset <em>online<\/em> sebelum membeli, sehingga iklan yang mengedukasi dan menghibur lebih mudah diingat. Misalnya, Lifebuoy menggunakan <em>storytelling<\/em> tentang pentingnya cuci tangan, sementara Marjan mengemas iklan Ramadan dengan animasi berkualitas tinggi yang menyentuh emosi.<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-contrast=\"auto\">Bagi mahasiswa di bidang pemasaran, kunci sukses <em>soft selling<\/em> adalah riset pasar yang mendalam dan juga adanya kreativitas konten. Sedangkan bagi para pelaku bisnis penting untuk memahami demografi audiens, kemudian menyajikan informasi melalui <em>storytelling<\/em> ataupun testimoni yang relevan. Sedangkan bagi para pemilik UMKM dapat memanfaatkan dengan biaya terbatas, misalnya lewat media sosial yang menampilkan tips bermanfaat ataupun memberikan diskon. <\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\"><span data-contrast=\"auto\">Penulis: Viola Angelica Citra<\/span><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify\" data-ccp-border-bottom=\"0px none #e5e7eb\" data-ccp-padding-bottom=\"0px\" data-ccp-border-between=\"0px none #e5e7eb\" data-ccp-padding-between=\"0px\"><span data-contrast=\"auto\">Penyunting: Adhi Murti Citra Amalia H<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:15460325,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:15460325,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:15460325,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:15460325,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:15460325,&quot;469789798&quot;:&quot;none&quot;,&quot;469789802&quot;:&quot;none&quot;,&quot;469789806&quot;:&quot;none&quot;,&quot;469789810&quot;:&quot;none&quot;,&quot;469789814&quot;:&quot;none&quot;}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Soft selling adalah pendekatan pemasaran yang mengedepankan hubungan emosional dengan audiens alih-alih promosi agresif. Teknik ini fokus pada edukasi, storytelling, dan solusi masalah, sehingga konsumen tidak merasa &#8220;dipaksa&#8221; untuk membeli. Menurut HubSpot, strategi ini efektif untuk membangun kepercayaan jangka panjang, terutama di era digital di mana konsumen jenuh dengan iklan langsung.\u00a0 Contoh penerapannya dapat dilihat [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":1096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artikel"],"_links":{"self":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts\/1095","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/comments?post=1095"}],"version-history":[{"count":1,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts\/1095\/revisions"}],"predecessor-version":[{"id":1097,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts\/1095\/revisions\/1097"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/media\/1096"}],"wp:attachment":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/media?parent=1095"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/categories?post=1095"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/tags?post=1095"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}