scholarly journals EFFECT OF INTEGRATED MARKETING COMMUNICATION COMPONENTS ON BRAND AWARENESS AND CUSTOMER LOYALTY IN BEVERAGE SECTOR

Paradigms ◽  
2016 ◽  
Vol 10 (02) ◽  
pp. 64-73 ◽  
Author(s):  
NIDA KHIZAR ◽  
◽  
SAIRA FAROOQI ◽  
MARYAM REHMAT ◽  
FARAH NAZ
Keyword(s):  
Customer Loyalty ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

scholarly journals INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

2021 ◽  
Vol 4 (15) ◽  
pp. 23-41
Author(s):  
Nahda Ihzaturrahma ◽  
Nurrani Kusumawati
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fashion Products ◽  
Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

scholarly journals PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP LOYALITAS PENGGUNA KARTU PASCA BAYAR HALO DI MALANG

2013 ◽  
Vol 1 (1) ◽  
pp. 21
Author(s):  
Wenny Yuniaris
Keyword(s):  
Linear Regression ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Research Result ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Structure ◽  
Time Space ◽  
Psychological Commitment

Fakultas Ekonomi Universitas Muhammadiyah MalangE-mail: [email protected] aim of this research are to know the message of integrated marketing communication arecontent, structure, format, source, time, space, ettiquete, things, friendship, agreement, and symbol tobuild customer loyalty is trust, psychological commitment, word of mouth, that integrated marketingcommunication show with the effect to customer loyalty of Halo Post-Paid users at Malang. There isthree hypothesis, first is content, structure, format, source, time, space, ettiquete, things, friendship,agreement, and symbol are a message build in integrated marketing communication. Second, trust,psychological commitment, word of mouth to build customer loyalty. Third message of integratedmarketing communication affect to customer loyalty. The analysis is factor analys with rotated factorand multiple linear regression analys. The research result shown that message builder in integratedmarketing communication. Trust, psychological commitment, word of mouth are customer loyaltybuilder and than integrated marketing communication have significant influence to customer loyaltyof Halo Post-Paid users at Malang.Key word: message, integrated marketing communication, and customer loyalty

scholarly journals Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

2021 ◽  
Vol 3 (2) ◽  
pp. 133-148
Author(s):  
Muhammad Adnan ◽  
Ather Ummad Khan ◽  
Raisham Hayee
Keyword(s):  
Customer Loyalty ◽  
Product Innovation ◽  
Innovative Technology ◽  
Future Research ◽  
Sample Population ◽  
Analysis Tool ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Impact

Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands.  This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well

scholarly journals The Influence of IMC Implementation on the Brand Awareness of BLANJA.com

2021 ◽  
Vol 10 (1) ◽  
pp. 120-136
Author(s):  
Ulfa Dinyah Fitri ◽  
Haris Herdiansyah
Keyword(s):  
Digital Communication ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Research Approach ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Purposive Sampling

Integrated marketing communication continues to be an important issue to create brand awareness of a product. This study aims to identify the influence of the integrated marketing communication elements implementation towards the brand awareness of BLANJA.com. The method used in this research is quantitative with an explanatory research approach. Data were collected through online questionnaires spread to the BLANJA.com customers.  There were 121 respondents involved in this study who were selected using the purposive sampling technique. The analysis technique used was multiple regression using SPSS 25.0.  This research found that advertising, sales promotion, public relation, and digital communication had a significant influence simultaneously towards the brand awareness of BLANJA.com, with the Coefficient of Determination is 80,7%. Further, digital communication had the most considerable impact partially on the brand awareness of BLANJA. Public relations and advertising also had significant influences partially towards the brand awareness of BLANJA.com. Komunikasi marketing terintegrasi masih menjadi topik yang penting dalam kaitannya dengan kesadaran merek dari suatu produk. Tujuan dari riset ini adalah untuk mengidentifikasi pengaruh implementasi elemen dari komunikasi marketing terintegrasi terhadap kesadaran merek dari Blanja.com. Metode yang digunakan adalah metode kuantitatif eksplanatif. Data responden didapat dengan menggunakan kuisioner terhadap pelanggan BLANJA.com. Sample yang terlibat sebanyak 121 responden yang dipilih dengan teknik purposive sampling. Teknik analisis data menggunakan regresi berganda yang diolah dengan SPSS 25.0. Hasil riset menunjukkan bahwa terdapat pengaruh yang signifikan dari iklan, promosi penjualan, hubungan masyarakat dan komunikasi digital terhadap kesadaran merek dari BLANJA.com dengan determinasi pengaruh sebesar 80,7%. Dari keempat elemen tersebut, yang paling berpengaruh terhadap kesadaran merek dari BLANJA.com adalah komunikasi digital, diikuti selanjutnya dengan humas, iklan, dan promosi penjualan.

scholarly journals Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal

2018 ◽  
Vol 6 (2) ◽  
pp. 160
Author(s):  
Umaimah Mulyono Wahid ◽  
Menati Fajar Rizki
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Brand Recall

Televisi lokal memerlukan upaya khusus untuk memperkenalkan brandnya. Brand televisi lokal, I Channel Bandung, menggunakan kekayaan budaya lokal untuk meningkatkan kesadaran penonton. Tujuan penelitian ini adalah untuk mengetahui proses peningkatan brand awareness televisi I Channel Bandung melalui acara budaya lokal “Sampurasun Cepot” dengan menggunakan teori komunikasi pemasaran Integrated Marketing Communication (IMC). Penelitian ini juga melihat tingkat brand awareness I Channel Bandung yang dicapai setelah menggunakan program acara “Sampurasun Cepot”. Teori yang digunakan penelitian ini, Integrated marketing communication Tuckwell serta teori tingkatan brand awareness dari Aaker. Penelitian berfokus pada implementasi enam elemen penting IMC yang dilakukan untuk meningkatkan brand I Channel Bandung yaitu melalui advertising, sales promotion, direct marketing, public relations, personal selling, dan event and sponsorship. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif intrinsik dan paradigma konstruktivis. Hasil penelitian ini menunjukkan bahwa komunikasi pemasaran terpadu dapat dikaitkan dengan penggunaan satu program acara budaya untuk meningkatkan brand awareness perusahaan. Penggunaan program acara wayang golek “Sampurasun Cepot” berhasil menarik penonton menjadi lebih sadar akan kehadiran televisi lokal ini. Brand awareness I Channel Bandung berhasil meningkat dan mencapai level brand recall di benak penonton. Namun faktanya, televisi lokal I Channel Bandung membutuhkan upaya marketing yang serius dan meningkat pemanfaatan media sosial sebagai alat promosi dan menambah kualitas dan jumlah sumber daya manusia.

scholarly journals Strategi Komunikasi Pemasaran Online Shop “Youth_Millennial” dalam Meningkatkan Kesadaran Merek dan Penjualan

2021 ◽  
Vol 3 (2) ◽  
pp. 99
Author(s):  
Alifa Syafna ◽  
Anastasia Maria Sri Rejeki
Keyword(s):  
Personal Selling ◽  
Action Control ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Situation Analysis

Dunia fashion tidak pernah berhenti berputar sejak dulu dan terus meningkat hingga kini. Saat ini pasaran produk fashion tetap bergairah, khususnya pada brand clothing line yang memasarkan produknya melalui berbagai platform media sosial yang popular di kalangan generasi muda. Demikian pula yang terjadi pada merek clothing line Youth Millenial yang menyasar kaum muda. Berdasarkan hasil yang diteliti, Strategi Komunikasi Pmeasaran Youth Millenial ditujukan untuk meningkatkan brand awareness dan sales di kalangan anak muda melalui media sosial dengan menggunakan metode SOSTAC (Situation Analysis, Objective, Tactic, Action, Control) dan strategi IMC (Integrated Marketing Communication). Adapun strategi yang digunakan oleh Youth Millenial adalah: bazar, sales promotion, endorsement, kompetisi foto, dan personal selling.

scholarly journals PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN KOMITMEN TERHADAP LOYALITAS NASABAH

2018 ◽  
Author(s):  
Hasrul Siregar
Keyword(s):  
Customer Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Research Model ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Descriptive Research ◽  
Independent Variable ◽  
Quantitative Descriptive

This study aims to determine the effect of integrated marketing communication and commitment to customer loyalty deposits of PT Bank DBS Indonesia. The research method used is quantitative descriptive research. Data collection techniques with questionnaires. Population and sample in the study amounted to 112 respondents. The results of the discussion are explained that shows that integrated marketing communication and commitment have a positive and significant influence on customer loyalty deposits of PT Bank DBS Indonesia. The magnitude of the determination coefficient Adjusted R Square of 0.266 means that the independent variable consisting of integrated marketing communication and commitment can explain customer loyalty by 26.6% and the remaining 73.4% explained other variables not included in the research model, such as product quality, brand image , quality of service and so on.

scholarly journals Persepsi Pembentukan Brand Awareness dan Brand Image Melalui Penerapan Integrated Marketing Communication

2020 ◽  
Vol 12 (2) ◽  
pp. 9
Author(s):  
Evan Saktiendi ◽  
Indah Restu Fauziah
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

Perangkat komunikasi pemasaran yang semula terpisah-pisah dan menonjolkan kelebihan masing- masing, kini mulai menggabungkan kekuatan karena memahami pentingnya keterpaduan.Penelitian ini bertujuan untuk mengetahui proses pembentukan brand awareness dan brand image di benak konsumen dari penerapan Integrated Marketing Communication dan formulasi yang tepat dari Integrated Marketing Communication untuk membentuk brand awareness dan brand image integrated marketing communication pada produk sepatu Nike. Penelitian ini menggunakan pendekatan kualitatif berdasarkan pada kerangka pemikiran yang meliputi brand awareness, brand image dan integrated marketing communication dan paradigma studi kasus. Teknik pengumpulan data yang digunakan adalah observasi dan wawancara mendalam. Kesimpulan utama dalam penelitian ini adalah bahwa penerapan integrated marketing communication pada produk Nike diindikasikan dapat membangun kesadaran merek dan citra merek, yang pada akhirnya membangun ketertarikan calon konsumen untuk menggunakan produk Nike tersebut.

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