Implementasi Elemen Copywriting dalam Menumbuhkan Pemahaman Konsumen Website MyIndibiz.co.id

Abstract

Advancements in internet technology have significantly transformed people's lives. One of its impacts is the emergence of new behaviors in buying and selling activities, marked by the advent of digital marketing since the 1990s. Today, digital marketing is widely embraced by businesses of all scales, ranging from small and medium enterprises to large corporations. Digital marketing encompasses several elements used to optimally convey information to the audience. This research uses the concept of copywriting by Mark Shaw, which includes five important elements of copywriting, integrated with the persuasive communication theory by Effendy and the nine criteria of ideal copywriting according to Gerry McGovern. Based on what has been described, this study aims to implement copywriting elements on the MyIndibiz website to enhance potential consumers' understanding through a qualitative case study method on the copywriting used on the MyIndibiz website's product page. The results of this research indicate that the implementation of copywriting elements on the MyIndibiz website can increase website visits, indicating an improvement in consumer understanding of the information conveyed.