scholarly journals Strategi Promosi Objek Wisata Alam Situ Gede Kota Tasikmalaya

2019 ◽  
Vol 8 (1) ◽  
pp. 104-115
Author(s):  
Ajeng Puspita Priantana ◽  
Edi Santoso
Keyword(s):  
Qualitative Research ◽  
Public Relations ◽  
Marketing Strategy ◽  
Direct Marketing ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Tourist Attraction ◽  
Interactive Marketing ◽  
Promotion Strategy ◽  
Key Informants

Situ Gede Tourist Site Tasikmalaya has a lot of potential as a tourist attraction, but natural it was neglected and had only a few visitors until the local Tourism Office has managed and promoted the tourist site. This study aimed to analyse the tourism promotion strategy of Situ Gede by the local Tourism Office using the concept of the promotion mix. This research is qualitative research in which data were collected through interviews with four key informants from the local Tourism Office. Informants were selected using purposive sampling technique. The results of the study show that the marketing strategy carried out by the Tourism Office including advertising, direct marketing, sales promotion, personal sales, interactive marketing, public relations, has succeeded in increasing the number of tourists.

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 Analisis Strategi Pemasaran Objek Wisata Kebun Binatang Kasang Kulim Kecamatan Siak Hulu Kabupaten Kampar

2019 ◽  
Vol 30 (1) ◽  
pp. 37
Author(s):  
Ona Gustina Mardianti ◽  
Syahdanur Syahdanur ◽  
Susie Suryani
Keyword(s):  
Qualitative Research ◽  
Data Collection ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Sampling Technique ◽  
Internal Variables ◽  
Tourist Attraction ◽  
Probability Sampling ◽  
External Variables ◽  
Collection Data

This study aims to determine the marketing strategy of the tourist attraction of the Kasang Kulim Zoo, the Siak Hulu sub-district, Kampar District. The population of this study was visitors who came to the Kasang Kulim Zoo, Siak Hulu Sub-District, Kampar District and from the company, with a number of respondents as many as 100. In this study sampling using non probability sampling and respondent sampling was done by accidental sampling technique. This research is qualitative research and uses interviews, questionnaires, and documentation as a method of data collection. Data were analyzed using SWOT analysis with identification of internal and external variables. Internal variables indicate that location is the main strength in the kasang kulim zoo in kampar district with 0.012 with values ​​and 4 based on rating. From the external variables, the results from EFAS show that the Kasang Kulim zoo has good opportunities. As a result of the opportunity, the Kasang Kulim zoo is in quadrant 1, which is a position where the company is considered to be in a favorable situation because of its opportunities and strength. In this case, the Company can take advantage of opportunities by maximizing strength.

MODEL PENGAMBILAN KEPUTUSAN MAHASISWA MEMILIH KULIAH DI STIE EKA PRASETYA MEDAN

2020 ◽  
Vol 5 (2) ◽  
pp. 20-27
Author(s):  
Muhammad Ali Akbar
Keyword(s):  
Decision Making ◽  
Public Relations ◽  
Significant Influence ◽  
Positive Attitude ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Survey Method ◽  
Prospective Students ◽  
Interactive Marketing

This research is to find out and analyze whether the promotional mix in the form of advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, personal sales have an influence on the decision making of prospective students choosing to study at STIE Eka Prasetya , and to find out and analyze which promotional mix is ​​the most influential to be used in the context of promotional activities. This research uses a quantitative approach with a survey method. The number of samples in this study were 166 students. Data collection techniques used in this study through questionnaires and documentation studies. Advertising has a significant effect but has a negative behavior towards decision making in choosing courses at STIE Eka Prasetya. Sales promotion has a significant influence and has a positive attitude towards decision making in students choosing to study at STIE Eka Prasetya. Events and experiences have a significant influence and have a positive behavioral contribution to the decision making of students choosing to study at STIE Eka Prasetya. Public relations and publicity have a significant influence but have a negative behavioral contribution to the decision making of college students at STIE Eka Prasetya. Direct marketing has a significant influence and has a positive behavioral contribution to the decision making choosing to study at STIE Eka Prasetya. Interactive marketing has a significant influence but has a negative behavioral contribution towards the decision of students choosing to study at STIE Eka Prasetya. Word of mouth marketing has a significant influence and has a positive behavioral contribution to the decision making of students choosing to study at STIE Eka Prasetya. Personal sales have a significant influence and have a positive attitude towards the decision making of students choosing to study at STIE Eka Prasetya. The promotional mix that most influences the decision making of prospective students is Word of mouth marketing.

scholarly journals Strategy of the Majalengka Regency Tourism and Culture Office in Promoting Paragliding Tourism Destinations

2021 ◽  
Vol 2 (2) ◽  
pp. 173
Author(s):  
Prahastuti Yasmin ◽  
Mochammad Fauzul Haq ◽  
Rafiuddin Akil
Keyword(s):  
Public Relations ◽  
Qualitative Methodology ◽  
Communication Theory ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Promotion Strategy ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
The Government

This research is backgrounded by the huge potential of tourism sector in Majalengka but in fact it cannot be maximized by the government. One of the most popular tourist destinations this time is Paragliding. Although the promotion has been carried out by the local government through tourism and cultural office of majalengka, even it has been covered by national TV stations, but still the visit to paragliding is only dominated by local tourists. This is a problem because paragliding tourist destination is like march in place even though the promotions have been made. This study explored using marketing communication theory that focuses on 5 dimensions of the promotion mix, namely: advertising, direct marketing, personal selling, sales promotion, and public relations. In addition, the concept of promotion strategy that divides into two types, namely: push strategy and pull strategy is used to determine the promotion strategy applied by the tourism and culture office of Majalengka. The concept of tourist destinations that focuses on 5 variables: attraction, accessibility, amenities, ancillary services, and institutions are used to explore paragliding tourism destination itself. The research was carried out with a qualitative methodology of constructivism paradigm. The results showed that the tourism and culture department of Majalengka did not run maximally the promotion mix as it should be, advertising was not carried out continuously and periodically, public relations was not conducted, direct marketing was still done in traditional ways such as the use of pamphets and CDs.

scholarly journals PENGARUH STRATEGI KOMUNIKASI PEMASARAN TERPADU TERHADAP KUNJUNGAN WISATAWAN DOMENSTIK PADA EKOWISATA TAMAN NASIONAL BALURAN DI KABUPATEN SITUBONDO

2018 ◽  
Vol 2 (1) ◽  
pp. 52
Author(s):  
Ediyanto Ediyanto
Keyword(s):  
Public Relations ◽  
Linear Regression Analysis ◽  
Direct Marketing ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
Significance Level ◽  
Domestic Tourist

This Research aims to describe the effect of an integrated marketing communication strategy consisting of variables of Direct Marketing, Sales Promotion, Public Relations, Personal Sales, and Advertising as Independent variables (X) of Domestic tourist interest as dependent variable (Y). This Research used primary data in the form of questionnaires distributed to 100 respondents using probability sampling technique with equation model Multiple Linear Regression Analysis SPSS 22.0. The results showed that Fcount was 41,672> Ftable of 2,368, so simultaneously variables of direct marketing, sales promotion, public relations, personal sales, and advertising proved to have a positive and significant effect on domestic tourist interest. Regression coefficients for direct marketing are 0.181, sales promotions 0.155, public relations 0.182, personal sales 0.148 and advertising 0.249, with a significance level of 95%, of all factors have a positive influence on the interest of domestic tourists to visit Baluran national park tourist sites, but the dominant influence is the advertising factor. The result of coefficient of determination doubled by 0,673, this mean 67,3% variation of change of tourist interest can be explained by direct marketing variable, sales promotion, public relation, personal selling, and advertisement while the rest equal to 32,7% caused by other factor.

scholarly journals Efektivitas Strategi Promosi Melalui Promotion MIX sebagai Upaya Penguatan Eksistensi Lembaga STAIN Kediri

MEDIAKITA ◽  
2018 ◽  
Vol 2 (2) ◽  
Author(s):  
Siti Amanah
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Online Media ◽  
Promotion Strategy ◽  
The Public ◽  
Descriptive Research ◽  
Depth Interview ◽  
New Students ◽  
Promotional Strategies

The research aimed : (1).to describe the form of promotional strategies that have been applied by IAIN Kediri in order to strengthen the existence of institutions to increase the interest and number of new students at IAIN Kediri; (2). to analyze the effectiveness of the implementation of promotional strategies through promotion mix and its benefits in supporting the strengthening of the existence of IAIN Kediri institutions. This study was categoried as descriptive research type with qualitative method. The methods of collecting data used were direct observation, participative, in depth interview and documentation. To determine the subjects of this reseach, the writer used purposive sampling. The writer used Miles and Huberman’s interactive data analysis which consisted of data reduction, data display, conclusion, and verification The result showed that: (1). Promotional strategies that have been applied by IAIN Kediri in order to strengthen the existence of institutions to increase interest and the number of new students at IAIN Kediri through the distribution of brochures, pamphlets, banners, baliho, advertising in print media and electronic media and online media. The use of media in promotional strategies at IAIN Kediri for three years has not changed or remained for all types of promotional strategies and promotional tools used in promotional strategies but there is an increase through online media. IAIN Kediri has used appropriate promotional strategies as many as five types of promotional strategies and used a promotional mix strategy consisting of five main tools namely advertising, sales promotion, public relations and publicity, personal sales, direct marketing.(2). The lack of effective promotional strategies used by IAIN Kediri because over a period of three years due to one of them the intensity of the use of promotional tools in the promotion strategy is relatively fixed, as well as the absence of officers in the public relations department specifically established legally by the leaders of IAIN Kediri. this causes the IAIN Kediri institution to be able to achieve its objectives in marketing promotion strategies even though it is not yet fullyoptimal. Keywords: Effectiveness, Promotion Strategy, Existence

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals Strategi Promosi Pariwisata Dalam Rangka Mempertahankan Objek Wisata Bamboo Rafting Loksado Dimasa Pandemi COVID-19 (Studi Deskriptif Kualitatif pada Dinas Pemuda Olahraga dan Pariwisata Hulu Sungai Selatan)

2021 ◽  
Vol 5 (2) ◽  
pp. 174
Author(s):  
Putri Ayu Hidayatur Rafiqoh
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Research Methods ◽  
National Health ◽  
Qualitative Research Methods ◽  
Tourist Attraction ◽  
Promotion Strategy ◽  
New Normal ◽  
Tourism Sector ◽  
Educational Videos

The Covid 19 pandemic has had a major impact on Indonesia's tourism sector, including Hulu Sungai Selatan (HSS) Regency in South Kalimantan Province. HSS Regency has a potential tourist attraction that is a mainstay of South Kalimantan, namely the Bamboo Rafting Loksado tour. After having stopped operating due to the pandemic for 8 months, this tour was reopened by making changes to its operational system. This study aims to describe the tourism promotion strategy carried out by DISPORAPAR HSS in maintaining Bamboo Rafting tourism objects during the pandemic using descriptive qualitative research methods. DISPORAPAR HSS, which houses this tourist attraction, has compiled strategic steps to promote safe tourism for visitors by socializing the implementation of national health protocol standards and health protocol standards based on the Indonesian Rafting Federation using educational videos on new normal tours, inviting local people to participate in supporting new normal tourism, using social media facilities as an effective and efficient means of promotion, and continuing to carry out evaluation stages to realize Bamboo Rafting tourism objects to attract visitors again. 

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 Strategi Bauran Promosi dalam Sosialisasi Lagu Anak: Studi Kasus Album Penyanyi Cilik Naura

2017 ◽  
Vol 2 (1) ◽  
pp. 91-108
Author(s):  
Dwi Okta Renanda
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Promotion Strategy ◽  
Public Response ◽  
The Public ◽  
The People ◽  
Children's Songs ◽  
Use Of Social Media

Perkembangan lagu anak di Indonesia mengalami dinamika yang berbeda dari tahun ke tahun. Era 90-an merupakan puncak dimana lagu anak mendapat perhatian yang lebih dari masyarakat Indonesia. Namun kondisi tersebut berbeda dengan keadaan lagu anak sekarang. Sudah tidak banyak lagi penyanyi-penyanyi cilik yang tampil di televisi dan berkurangnya lagu-lagu yang sesuai untuk anak yang kaya akan pesan pendidikan dan nasionalis. Hal ini dikarenakan sudah tidak banyak label rekaman yang memberikan wadah bagi penyanyi cilik dan adanya anggapan bahwa lagu anak kurang laku. Objek penelitian ini adalah album penyanyi cilik Naura dengan topik strategi promosi dan sosialisasi lagu anak. Penelitian ini bertujuan untuk mengkaji strategi bauran promosi album penyanyi cilik Naura dan mengetahui tanggapan masyarakat terhadap album penyanyi cilik Naura. Pendekatan yang dilakukan dalam penelitian ini adalah metode kualitatif dengan data tambahan sebagai pelengkap dari data kuantitatif berupa pemaparan presentase. Data kualitatif didapat dari 3 orang narasumber dan data kualitatif diperoleh dari 34 responden yang merupakan followers Instagram Naura. Hasil yang diperoleh, manajemen Naura menggunakan semua alat bauran promosi, meliputi periklanan, promosi penjualan, publisitas, penjualan perseorangan dan pemasaran langsung. Sedangkan alat promosi utama yang digunakan adalah pemasaran langsung yang difokuskan pada penggunaan media sosial. Hal ini disebabkan karena mayoritas peggemar Naura adalah anak-anak dan remaja yang memiliki akun media sosial. The development of children's songs in Indonesia experienced different dynamics from year to year. The 90's is the peak where the children's song gets more attention from the people of Indonesia. But the condition is different from the state of the child's song now. There are not many singers-singers who appear on television and reduced the appropriate songs for children who are rich in educational and nationalist messages. This is because there are not many record labels that provide a container for the little singers and the assumption that the child's song is less salable.The object of this research is Naura little singer album with the topic of promotion strategy and socialization of children song. This study aims to examine the promotion mix strategy of Naura's little singer album and to know the public response to Naura's little singer album. The approach taken in this research is qualitative method with additional data as complement of quantitative data in the form of presentation of percentage. Qualitative data were obtained from 3 resource persons and qualitative data were obtained from 34 respondents who were followers Instagram Naura. The results obtained, Naura's management uses all promotional mix tools, including advertising, sales promotion, publicity, individual sales and direct marketing. While the main promotional tool used is direct marketing that is focused on the use of social media. This is because the majority of Naura's fans are children and adolescents who have social media accounts.

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