The Influence of Promotional Mix on Female Consumers’ Buying Behaviour

2021 ◽  
Vol 6 (2) ◽  
pp. 36
Author(s):  
Goh Mei Ling ◽  
Elaine Ang Hwee Hin ◽  
Tan Seng Huat ◽  
Tay Tiam Poh
Keyword(s):  
Public Relations ◽  
Structural Model ◽  
Personal Selling ◽  
Measurement Model ◽  
Skin Care ◽  
Sales Promotion ◽  
Public Relation ◽  
Female Consumers ◽  
Buying Behaviour ◽  
Skin Care Products

The skin care industry has become very competitive today. The demand for skin care products has grown rapidly due to the growth in the population of working females and the penetration of Korean culture among Malaysians. Hence, this study aims to investigate the influence of promotional mix on buying behaviour of female consumers towards skin care products. This study has recruited 200 female respondents from Melaka using convenience sampling. The data was collected using a set of self-administered questionnaires. Advertising, sales promotion, direct marketing, personal selling and public relations were included in the research model to predict buying behaviour of female consumers towards skin care products. Data analysis which involves measurement model and structural model were performed using PLS-SEM. Sales promotion and public relation both influence buying behaviour significantly. Advertising, direct selling and personal selling, however, were found to be non-significant. The findings have thus implied that sales promotion and public relation are important factors of buying behaviour of female consumers towards skin care products. This study has provided valuable information and insightful input to the marketers of skin care products.

scholarly journals DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”

2021 ◽  
Vol 14 (1) ◽  
pp. 60
Author(s):  
Baharudin Noveriyanto
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Major Influence ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Financial Technology

Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation  dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC)  Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation  dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.

scholarly journals PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ACCU YUASA YANG DIPROMOSIKAN DISTRIBUTOR PT RIAU INDOTAMA ABADI di BATAM

2019 ◽  
Vol 1 (1) ◽  
pp. 10-18
Author(s):  
Yola Putri Ningsih ◽  
Shinta Wahyu Hati
Keyword(s):  
Public Relations ◽  
Multiple Regression ◽  
Research Method ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Purchase Decision ◽  
Simultaneous Effect

The research aims to determine the influences of promotion mix to the purchase decision of product Accu Yuasa at PT Riau Indotama Abadi. This research used explanatory research method to 79 wholesalaers and repair shops to cooperate with PT Riau Indotama Abadi in Batam. From the results of multiple regression, showed there was partially effect of sales promotion variable on purchase decision of product Accu Yuasa around 0.345, there was partially effect of public relation variable on purchase decision of product Accu Yuasa around 0.357, there was partially effect of direct marketing variable on purchase decision of product Accu Yuasa around 0.364. As for the variable advertising and personal selling  not partially effect on purchase decision of product Accu Yuasa. And there is a simultaneous effect of variable advertising, sales promotion, personal selling, public relations and direct marketing on purchase decision of product Accu Yuasa.

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

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.

scholarly journals ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

2021 ◽  
Vol 36 (2spl) ◽  
pp. 597-602
Author(s):  
Demoz AREFAYNE ◽  
◽  
Leake LEGESSE ◽  
Daniel ALEMSHET ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Quantitative Study ◽  
Study Design ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Sales Promotion ◽  
Public Relation ◽  
Regional State ◽  
Promotional Strategy

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

scholarly journals ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

2019 ◽  
Vol 1 (1) ◽  
pp. 61-73
Author(s):  
Dessy Kurniawanti ◽  
Bambang Hendrawan
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Community Relations ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Collection Data ◽  
Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

scholarly journals PENGARUH BAURAN PROMOSI (PROMOTION MIX) TERHADAP MINAT BACA ANGGOTA PERPUSTAKAAN UNIVERSITAS WIDYATAMA BANDUNG

2019 ◽  
Vol 2 (1) ◽  
pp. 11
Author(s):  
Cucu Hodijah
Keyword(s):  
Multiple Regression ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Average Technique ◽  
Reading Interests ◽  
University Library ◽  
Verification Methods ◽  
Reading Interest

Penelitian ini bertujuan untuk mengetahui Pengaruh Bauran Promosi Terhadap Minat Baca Anggota Perpustakaan.Grand theory yang digunakan adalah Bauran Promosi dari Kotler and Amstrong. Hipotesis penelitian ini adalah terdapat pengaruh simultan bauran promosi, yang terdiri dari Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama. Penelitian dilakukan dengan menggunakan metode deskriptif dan Verifikatif. Penelitian ini mengkaji Pengaruh bauran promosi, yang terdiri dari Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama dengan menggunakan teknik regresi berganda. Data dikumpulkan menggunakan kuesioner dengan skala Likert. Pengolahan data menggunakan analisis regresi berganda dan data deskriptif analisis menggunakan teknik rata-rata.Hasil penelitian menunjukkan secara parsial variabel Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas berpengaruh secara signifikan terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama. Secara simultan masing-masing sub variabel bauran promosi memiliki pengaruh yang signifikan Minat Baca Anggota Perpustakaan. Variabel yang paling dominan dalam Minat Baca Anggota Perpustakaan Universitas Widyatama yaitu Penjualan Personal.  ABSTRACT This study aims to determine the Effect of Promotion Mix on Reading Interest of Members of the Library. Grand theory used is Promotion Mix from Kotler and Armstrong. The research hypothesis is that there is a simultaneous influence of the promotion mix, which consists of Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation towards Reading Interests of Widyatama University Library Members. The study was conducted using descriptive and verification methods. This study examined the effect of promotional mix, which consisted of Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation on Reading Interests of Widyatama University Library Members using multiple regression techniques. Data was collected using a questionnaire with a Likert scale. Processing data using multiple regression analysis and descriptive analysis data using the average technique. The results showed partially the variable Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation significantly influence the Reading Interest of Widyatama University Library Members. Simultaneously each promotional mix sub variable has a significant influence on Library Member Reading Interest. The most dominant variable in the Reading Interest of Widyatama University Library Members is Personal Selling.

scholarly journals Analisis Strategi Bauran Promosi terhadap Volume Penjualan Restoran XYZ

2018 ◽  
Vol 12 (2) ◽  
pp. 161
Author(s):  
Megalia ◽  
Ujang Sumarwan ◽  
Imam Teguh Saptono
Keyword(s):  
Public Relations ◽  
Sampling Method ◽  
Personal Selling ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Sales Volume ◽  
Managerial Implications ◽  
Strategic Influence ◽  
Descriptive Approach ◽  
Quantitative Descriptive

This study examines the strategic influence of promotion mix on the volume of aggregation and to know whether the marketing mix run by the Restaurant XYZ affect consumer spending. The theory used in this research is the promotion mix. The research design was conduced with a quantitative descriptive approach through an interview using quisionaire. Sampling method used is a purposive sampling technique with the number of respondents counted 200 people. In this study measure the influence caused by the promotion mix variables such as advertising, personal selling, sales promotion, public relations, and direct selling to increase sales volume. The results show that advertising variables are the most influential variabel of sales volume and the promotion mix simultaneously influences the buying decision of the customer. The findings of this research provide managerial implications that restaurant should not only focus on promotions costs for advertising alone, but also need to pay close attention to the allocation of appropriate funds to see the effectiveness of increased sales volume.

scholarly journals Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

2016 ◽  
Vol 10 (9) ◽  
pp. 122
Author(s):  
Mohammad Aghaei ◽  
Ali Lotfi ◽  
Seyed Mohammad Armakan
Keyword(s):  
Public Relations ◽  
Geometric Mean ◽  
Personal Selling ◽  
Multiple Criteria Decision Making ◽  
Sales Promotion ◽  
Target Market ◽  
Direct Sales ◽  
Business Goals ◽  
Banking Business ◽  
Account Managers

Among the mixed components of marketing, decisions regarding the promotion tools are very important due to their direct and rapid effect on the target market. With regard to the implementation of new models of banking business in recent years in Iran, the purpose of this research is to priorities the promotion mixas antecedent of integrated marketing communication and strongtools in order to influence the target market of corporative banking customers. The objective of promotion mix in the research emphasized the Increase sales volume, attract new customers, grow market share, enhance brand image, strengthen brand loyalty and increase profitability in the long term. For this purpose, with the help of marketing experts and using models of Multiple Criteria Decision Making (MCDM) methods such as AHP, TOPSIS, SAW, ELECTREand using Entropy weighting methods we have prioritized the components of promotion based on business goals. Finally, according to the fact that using the mentioned models had different results, we used the geometric mean of rates methodin finalized the finding ranking. According to the achieved finding, the different elements in order of priority to meet theconsidered business objectives in this studyinclude sales promotion, direct sales by the account managers, public relations and advertising, Objectives or ratings’ criteria.The finding illustrated that although ads are most effective in strengthening the brand, but the other two elements of personal selling and close sales promotion also has the most influence on corporative banking customers. The results of research shows that the most important instruments in advertising is television, in public relations is holding professional seminars for various industries, in advancing the sales is discount in the loan interest rate and fees, and in the in person sales also is verbal marketing by account managers of corporative banking.

Comparative Analysis of Marketing Communication Tools Adopted by Telecommunication Service Firms

2016 ◽  
pp. 76-95
Author(s):  
Kavaldeep Dixit ◽  
Neha Jain
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Sales Promotion ◽  
Telecommunication Service ◽  
Service Firms ◽  
Marketing Communication ◽  
Sources Of Information ◽  
Communication Tools ◽  
Strategic Issues ◽  
Cellular Telephony

The increase in number of players in cellular telephony has raised the expectation level of customers compelling firms to devise strategies to gain competitive edge. Thus, the main objective of this research is to comparatively study employees and customer's awareness regarding marketing communication tools adopted by Bharti Airtel and Idea Cellular in eastern Rajasthan. In the present study communication tools pertaining to advertising, sales-promotion, personal selling, direct marketing, events and public relations have been considered and analyzed. The present research will also attempt to explore the sources of information referred to by customers while opting for telecommunication services. The study will involve a sample of 250 existent customers and 25 employees for Bharti Airtel and Idea Cellular respectively and the methodology employed will be structured questionnaire for customers and employees separately with reference to eastern Rajasthan. By identifying the strategic issues that affect customer decisions the present research will contribute to the understanding of the influence of communication tools on customers. It would also enable marketing managers to identify impact of these dimensions and to concentrate firm's efforts on those factors which enhance customer awareness. It is an exploratory study.

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