scholarly journals Strategic Marketing Communication in Promoting Ketep Pass

2020 ◽  
pp. 271-275
Author(s):  
S. Salsabila ◽  
B. Setiawan
Keyword(s):  
Strategic Marketing ◽  
Marketing Communication

scholarly journals The Influence of Perceived Quality on Product Purchase Intention Through Event

2020 ◽  
Vol 7 (2) ◽  
pp. 121
Author(s):  
Felicia Hanslim ◽  
Henri Putra Jaya ◽  
Yuliana Riana Prasetyawati
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Strong Influence ◽  
Perceived Quality ◽  
Strategic Marketing ◽  
Marketing Communication ◽  
Event Marketing ◽  
Home Appliances

An important consideration factor for consumers to choose home appliances products is product quality. Marketing communication can be a medium for companies to convey information about products and their advantages as well as a stimulus that drives consumers to make purchases. Modena chooses event marketing communication tactics namely Culinaria Modena so consumers can know and experience first hand the quality and features of the product. The purpose of this study was to determine the effect of perceived quality on buying interest through the Culinaria Modena event. The results of the study stated that there is a strong influence between perceived quality on buying interest through events. This states that the event is a strategic marketing communication to build buying interest. It is recommended to Modena to increase the frequency of organizing Culinaria Modena and events become the main choice in marketing communication tactics.

Digital Communication and Dialogism in Official Websites of Tourism Institutions

2021 ◽  
pp. 192-209
Author(s):  
Sara Santos ◽  
Luísa Fernandes Augusto ◽  
Adriana Oliveira
Keyword(s):  
United Nations ◽  
Crucial Role ◽  
Digital Communication ◽  
Digital Transformation ◽  
European Countries ◽  
Strategic Marketing ◽  
Marketing Communication ◽  
Tourism Destination ◽  
Tourism Sector ◽  
The United Nations

In the context of digital transformation, websites play a crucial role in the tourism sector, namely in choosing the tourism destination by tourists or visitors and in the strategic marketing communication of tourism organisations, as well as promoting the attractiveness of destinations. In this chapter, the authors present the results of the observation and analysis of the top 10 official websites of the European countries with the most tourist visits (in 2018) provided by the United Nations World Tourism Organisation (UNWTO). This study was based on a set of indicators related to dialogic link and visit repetition dimensions, considering the evolution of the website from 2015 to 2020. The results show that the entities' websites do not have much dialogical capacity and that there are few differences regarding the presence of these indicators between the entities websites between 2015 and 2020.

scholarly journals Menelisik Strategi Pemasaran Rumah Sakit Menggunakan Market Based-Management

2020 ◽  
Vol 17 (3) ◽  
pp. 374
Author(s):  
Noveri Maulana
Keyword(s):  
Sales Force ◽  
Communication Strategy ◽  
Strategic Marketing ◽  
Marketing Plan ◽  
Marketing Communication ◽  
Market Demand ◽  
Management Concept ◽  
Push And Pull ◽  
Method Analysis

ABSTRACTThis research is aimed to develop a strategic marketing plan for a Heart & Cardiovascular Hospital in Jakarta coded Hospital XYZ. The strategic framework in this study is using market-based management concept which is rarely used in the healthcare business development. Mix method analysis are implemented in this study which combining the survey, interview, field observation, and documents review in the process of data collection method. Results show that in marketing attractiveness index, the market of cardiovascular healthcare system is attractive with score 61.5, meanwhile the competitive position of the Hospital XYZ is 59.8. The portfolio matrix which is implemented shows that offensive strategy is more suitable for the strategic marketing plan of the hospital for the upcoming years. There are two alternatives of offensive strategy which are ‘Growth Market Share’ strategy and ‘Expand Market Demand’ Strategy. Those strategies could be implemented by improving the quality of sales force, initiating the Corporate and Marketing Communication, and also expanding to B2B market by forcing Push and Pull Communication Strategy.

scholarly journals Strategic Marketing Communication in Pilgrimage Tourism

2015 ◽  
Vol 175 ◽  
pp. 423-430 ◽  
Author(s):  
Róbert Štefko ◽  
Alžbeta Kiráľová ◽  
Martin Mudrík
Keyword(s):  
Strategic Marketing ◽  
Marketing Communication ◽  
Pilgrimage Tourism

scholarly journals The Influence of Online and Offline Strategic Marketing Communication to Purchase Intention of Singapore Airlines

2019 ◽  
Vol 9 (2) ◽  
pp. 1-10
Author(s):  
Pratiwi Mulyantina
Keyword(s):  
Purchase Intention ◽  
Quantitative Method ◽  
Research Result ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Strategic Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Preference ◽  
Brand Knowledge

The purpose of this thesis is to find out which of Singapore Airline to promote Premium Economy Class, both online and offline marketing communication channels, has greater impact to increase its Product Awareness and come out with Marketing Strategies purchase decision.This study uses quantitative method by finding out the influence of online and offline Strategic Marketing Communication by Singapore Airlines Premium Economy Class in Purchase Intention followed by post-positivist paradigm and mix method. As the result, the researcher uses 100 correspondences who are Indonesian passengers living in Jakarta and usually travel on Singapore Airlines and registered as Singapore Airlines members. The research result shows that (1) Brand Awareness in online marketing strategies has a greater influence on Purchase Intention at 41.2% while Brand Awareness in the offline marketing strategies has an influence of 33%, (2) brand knowledge on online marketing strategies has a greater influence on Purchase Intention at 48.1% while Brand knowledge in offline marketing strategies has an influence of 15.7%, (3) Brand likeness in online marketing strategies has a greater influence on Purchase Intention at 47.3% while Brand likeness in offline marketing strategies has an influence of 20.7%, (4) Brand preference on online marketing strategies has a greater influence on Purchase Intention at 52.1% while Brand preference on offline marketing strategies has an influence of 24.9%, (5) brand conviction on online marketing strategies has a greater influence on Purchase Intention at 54% while brand conviction in offline marketing strategies has an influence of 26.6%

scholarly journals THE PERCEPTION OF SMS ADVERTISING INTRUSIVENESS DIFFERS BETWEEN AGE GROUP

2010 ◽  
Vol 9 (2) ◽  
Author(s):  
Mahiah Binti Said ◽  
Shari Md. Nor
Keyword(s):  
Brand Loyalty ◽  
Random Sampling ◽  
Purchase Intention ◽  
Sampling Method ◽  
Demographic Variable ◽  
Strategic Marketing ◽  
Stratified Random Sampling ◽  
Marketing Communication ◽  
Age Group ◽  
The World

hort messaging system (SMS) has overtaken the means of communicating and interacting between individuals today, regardless of age, gender, social class and boundaries. Organizations around the world today have incorporated SMS into their strategic marketing communication plans as one vital tool to reach out to their target customers. It rapidly becomes a vital media vehicle since it has precision targeting, personalization, customization and measurability, impact, persuasiveness and interactivity. Age is a widely used demographic variable to characterize the adoption of technologies between two or more consumer groups (Morris and Venkatesh, 2000). There are certain differences exist in their behavior because of their inherent motivational needs. This paper is looking at the perceptions of different age group towards the intrusiveness of SMS advertising and how their perception could affect their brand loyalty and purchase intention. 550 questionnaires were distributed to mobile phone users using systematic stratified random sampling method.

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