THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATION

2005 ◽  
Vol 34 (4) ◽  
pp. 11-23 ◽  
Author(s):  
Mike Reid ◽  
Sandra Luxton ◽  
Felix Mavondo
Keyword(s):  
Market Orientation ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Brand Orientation ◽  
The Relationship

scholarly journals Komunikasi pemasaran di pemerintahan dan pengaruhnya terhadap keputusan wisatawan domestik

2021 ◽  
Vol 5 (6) ◽  
pp. 533-550
Author(s):  
Mubaddilah Rafa'al ◽  
Lisda Ariani Simabur ◽  
Suwandi S Sangadji
Keyword(s):  
Significant Relationship ◽  
Rank Order ◽  
T Test ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourist Destination ◽  
Analysis Technique ◽  
The Relationship

This study aims to determine the effect of marketing communications at the Tourism Office of West Halmahera (Halbar) on the decision of domestic tourists to choose a tourist destination for Halbar. In this study apply the theory of Integrated Marketing Communication. The subjects of this study were domestic tourists who were exposed to marketing communications carried out by the Halbar Regency Tourism Office with the age provisions of 20 -5i years. The research sample amounted to 100 respondents. Survey is the method used in this study with a questionnaire as an instrument to collect data. Where variable X is Marketing Communication and variable X is the decision of domestic tourists. The analysis technique uses a distribution table, while to test the hypothesis using Correlation-Rank-Order, significant test uses t-test, and calculates the Strength of Influence (KP). The results of the study indicate that the hypothesis proposed by the researcher is that there is an influence of marketing communications from the Halbar Tourism Office on the decision of domestic tourists to choose an accepted tourist destination (0.396), with the results of the calculation of rho (rs) = 0.396, it can be stated that there is a significant relationship between the two variables. the. Based on the results of the t-test, the correlation obtained is significant, meaning that the marketing communication of the Halbar Regency Office affects the decisions of domestic tourists. Furthermore, to calculate the power of influence (KP), namely the influence of the relationship between the marketing communications of the Halbar Regency Tourism Office on the decisions of domestic tourists, it is 15.68%.

An Effort to Improve the Effectiveness of Integrated Marketing Communication on Anticorruption Campaign

2015 ◽  
Vol 21 (4) ◽  
pp. 855-859
Author(s):  
. Rosidah ◽  
Amia Luthfia
Keyword(s):  
Correlation Analysis ◽  
University Students ◽  
Significant Relationship ◽  
Quantitative Approach ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Promotional Activity ◽  
The Relationship

Integrated Marketing Communication (IMC) is often used as a promotional activity of brands, products or ideas. In Indonesia, Komisi Pemberantasan Korupsi (Corruption Eradication Commission) has been using IMC to disseminate anticorruption values to society in purpose to reduce and eliminate corruption acts in Indonesia. To improve the effectiveness of IMC on anticorruption campaign, particularly to the youth, this study aims to measure students’s attitude towards anticorruption values. It is also to describe the exposure of the agency’s IMC programs on anticorruption campaign to students, and to discuss the relationship between the two variables: anticorruption campaign exposure and students’s attitude towards anticorruption values. Quantitative approach is used by conducting a survey to Bina Nusantara University students. Descriptive and correlation analysis are used to analyze the data. It is found that students fairly accept the anticorruption values, although there is still lack of exposure to them on the IMC programs. The correlation analysis shows no significant relationship between the two variables. However, the students can accept the importance of anticorruption values which this fact can support the work of the initiator in doing their future campaign. Further research is suggested to conduct it in wider scope.

scholarly journals Relationship Between Integrated Marketing Communication and Brand Equity

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Nadia - Theodora
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Direct Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Application ◽  
The Relationship

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

scholarly journals How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?

2021 ◽  
Vol 3 (1) ◽  
pp. 35-45
Author(s):  
Muhammad Umer Quddoos
Keyword(s):  
Willingness To Pay ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Brand Attachment ◽  
Structure Equation Model ◽  
The Relationship

Brand jealousy is an increasing phenomenon in recent years works of literature and its effect on the relationship between consumer and brand. This study intends to explore the affiliation of brand jealousy and willingness to pay more as well as the mediating roles of brand attachment and materialism. The theoretical framework is analyzed through a quantitative approach with the help of a questionnaire using the Partial Least Square Structure Equation Model (PLS-SEM).  The findings of the study depict a positive relationship between brand jealousy as well as willingness to pay more. The outcomes of this study ensure practical insights for marketing and brand managers by introducing various strategies in their integrated marketing communication to influence the framework of brand jealousy and customers’ willingness to pay more for various brands.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

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