scholarly journals Strategi Komunikasi Pemasaran Terpadu Colourfun Booth Dalam Menjaga Konsumen Di Era New Normal.

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 398
Author(s):  
Evie Christina ◽  
Yugih Setyanto
Keyword(s):  
Public Relations ◽  
Service Industry ◽  
Production Capacity ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Direct Response ◽  
Main Concept ◽  
New Normal ◽  
The Right

In the new normal era, people are becoming more selective in spending costs for household needs, transportation, and other necessities. So, a lot of companies have experienced a decrease in production capacity, a reduction in the capacity of workers, and have out of business. Colourfun Booth is a service industry that provides photobooth services or photo printing services directly at events such as birthdays, weddings, graduations, reunions, companies and so on. Maintain the customers in the new normal era, Colourfun Booth develops a marketing communication strategy by combining elements of communication such as advertising, direct response, sales promotion, and Public Relations to provide maximum communication impact. The method in the preparation of this thesis uses observation, interviews, and documentation. The main concept used the right marketing communication strategy to keep consumers in the new normal era. The strategy adopted by Colourfun Booth are trying to establish a good relationship between brands and consumers through intermediary media, namely social media Instagram and Facebook. Because with this relationship it is expected to be able to become a link between brands and consumers to generate consumer loyalty to the brand.Di era new normal, masyarakat menjadi lebih selektif dalam mengeluarkan biaya untuk keperluan rumah tangga, transportasi, hingga kebutuhan lainnya. Sehingga, tak sedikit perusahaan yang mengalami penurunan kapasitas produksi, pengurangan kapasitas pekerja, hingga harus gulung tikar. Colourfun Booth merupakan industri jasa yang memberikan layanan jasa photo booth atau jasa cetak foto secara langsung pada acara-acara seperti ulang tahun, pernikahan, graduasi, reuni, perusahaan dan sebagainya. Dalam menjaga konsumen di era new normal, Colourfun Booth mengembangkan strategi komunikasi pemasaran dengan cara menggabungkan elemen-elemen komunikasi yang bervariasi seperti periklanan, respon langsung, promosi penjualan, dan Public Relations untuk memberikan dampak komunikasi yang maksimal. Metode dalam penyusunan skripsi ini menggunakan observasi, wawancara, dan dokumentasi. Konsep utama yang digunakan adalah strategi komunikasi pemasaran yang tepat untuk menjaga konsumen di era new normal. Strategi yang dilakukan oleh Colourfun Booth yaitu berusaha menjalin hubungan baik antara merek dengan konsumen melalui media perantara yaitu media sosial Instagram dan Facebook karena dengan adanya hubungan tersebut diharapkan mampu menjadi pengait antara merek dengan konsumen untuk membangkitkan loyalitas konsumen terhadap merek.

scholarly journals DELTA FM JOGJA'S MARKETING COMMUNICATION STRATEGY IN MAINTAINING ITS EXISTENCE IN THE SPECIAL REGION OF YOGYAKARTA

2021 ◽  
Vol 14 (1) ◽  
pp. 57
Author(s):  
Evanny Yuwike Permata ◽  
Panji Dwi Ashrianto
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Planning Theory ◽  
Marketing Communication ◽  
Planning Stage ◽  
Fm Radio ◽  
Evaluation Stage ◽  
The Right

The intence radio competition in Yogyakarta requires radios to have a strategy in maintaining their existence in this digitalized era. A good marketing communication strategy is needed to attract the attention of both listeners and advertisers. Delta FM radio as a network radio certainly has challenges in competing with other competitor radios in Yogyakarta. To maintain its existence, Delta FM radio requires the right marketing communication strategy. This study aims to determine the marketing communication strategy of Delta FM Yogyakarta in maintaining its existence in D.I.Yogyakarta. This study uses Planning theory by Berger, Marketing Communication Mix, and analysis of Segmenting, Targeting, and Positioning (S-T-P). The research method used is descriptive qualitative. The results showed that in determining the marketing communication strategy, Delta FM Yogyakarta carried out 3 stages, namely the planning stage, the implementation stage, and the evaluation stage. In its implementation, Delta FM uses 5 stages of marketing communication mix, such as Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Selling.

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 Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic

2021 ◽  
Vol 9 (2) ◽  
pp. 7-13
Author(s):  
Ainur Rochmaniah ◽  
Adella Eka Ridwanti ◽  
Asiyatul Ulfiyah ◽  
Rachma Sari Octaviani ◽  
Ayu Diah Oktaviana
Keyword(s):  
Public Relations ◽  
Sampling Technique ◽  
Local Scale ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Observation Data ◽  
Marketing Communication ◽  
The Public ◽  
Service Staff ◽  
Hotel Managers

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.

scholarly journals Implementation of Marketing Communication Strategy for Alcoholic Products in Social Sensitivity and Legal Protection

2021 ◽  
Vol 3 (3) ◽  
pp. 221-238
Author(s):  
Mahesa Maulana ◽  
Rachmat Kriyantono ◽  
Bambang Dwi Prasetyo
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Alcoholic Beverage ◽  
Personal Selling ◽  
Legal Protection ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Alcoholic Beverages ◽  
Target Market ◽  
Marketing Communication

The role of marketing communication strategy is very important for companies in marketing products to their target market. Marketing communication of alcoholic beverage products which is hampered by promotion, marketing and distribution requires the right strategy in its implementation to ensure business continuity. This research has an exploratory constructivist paradigm. The purpose of this study was to determine the strategy carried out by the management of PT. Multi Bintang Indonesia as a marketing communication strategy for Bir Bintang alcoholic beverages. The research data collection method is through in-depth interviews, observation, and documentation. The data analysis of this research is descriptive qualitative. Informant data collection technique is purposive sampling at the Area Business Manager and Business Development Executive PT. Multi Bintang Indonesia Commerce. The results of the study reveal that the company's strategy is more focused on online aspects, including the use of social media, websites and e-commerce to inform products, sales, and campaigns. The form of marketing communication carried out by PT. Multi Bintang Indonesia in the form of direct and interactive marketing, sales promotion, event marketing, merchandise, personal selling, public relations, and word of mouth.

scholarly journals Marketing Communication Strategy in Facing Competition

2021 ◽  
Vol 3 (1) ◽  
pp. 44-54
Author(s):  
Musliadi Musliadi
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication

Penelitian ini disimpulkan bahwa komunikasi pemasaran yang diterapkan Kelompok Usaha Bersama Kembang Ilung dalam menghadapi persaingan bisnis kerajinan anyaman eceng gondok  adalah dengan jalan memasang iklan (Beriklan) dengan cara pembuatan leaflet/brosur dan pemasangan spanduk. Pemasaran Langsung (direct marketing) dilakukan dengan cara membawa hasil produk kerjainan tangan anyaman eceng gondok untuk dijual di pasar-pasar terdekat. Penjualan secara langsung dengan mendatangi tempat keramaian seperti pasar dan pameran ataupun tempat lainnya dan menawarkan produk-produk yang dihasilkan. Promosi penjualan (sales promotion) dengan membuat produk baru/sample yang kemudian dipromosikan baik secara door to door. Penjualan personal (personal selling) dengan cara menawarkan secara langsung ke buyer/exportir baik dalam daerah maupun luar daerah seperti ke Bali, Yogyakarta dan Palangkaraya. Pemasaran interaktif dilakukan dengan cara mempromosikan dan memasarkan produknya melalui internet yaitu dengan media sosial Whatsapp dan Instagram. Hubungan masyarakat (public relations) dengan memberikan pembinaan, pendidikan dan pelatihan produk kerajinan untuk meningkatkan pendapatan warga setempat. Hambatan dihadapi dalam penerapan komunikasi pemasaran Kerajinan Anyaman Eceng Gondok adalah penggunaan sarana dan prasarana sebagai alat penunjang promosi pemasaran masih belum maksimal. Kegiatan promosi belum dilakukan secara maksimal dan belum menggunakan semua media yang ada serta kurangnya sumber  daya manusia dalam bidang teknologi informasi dan komunikasi masih menjadi hambatan bagi KUB Kembang Ilung dalam upaya penerapan komunikasi pemasaran kerajinan anyaman eceng gondok. Solusi yang dilakukan Kelompok Usaha Bersama Kembang Ilung dalam mengatasi hambatan-hambatan tersebut adalah KUB Kembang Ilung lebih gencar dalam melakukan kegiatan promosi, melakukan loby-loby kepada pihak pemerintah, melakukan peningkatan dan pengembangan SDM yang ada pada setiap anggota sehingga kinerja KUB Kembang Ilung berjalan dengan efisien, melibatkan kegiatan perusahaan dengan memanfaatkan media teknologi informasi, serta melakukan evaluasi dengan Strategi  SWOT secara berkala.

scholarly journals Analysis Of Consumer Preferences For Marketing Communication Strategy On Sass And Co

2019 ◽  
Vol 1 (1) ◽  
pp. 1-8
Author(s):  
Nadya Sukmaaji ◽  
Sisca Eka Fitria
Keyword(s):  
Consumer Preferences ◽  
Direct Marketing ◽  
Industrial Sector ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Business Success ◽  
Target Market ◽  
Marketing Communication ◽  
The Right

The development of the creative industrial sector is able to contribute significantly to the national economy, one of which is fashion business. This is due to the phenomenon of fashion trends that gave birth to many business actors in the field of the fashion business. With so many fashion business players, fashion business competition will be more competitive that can impact on business success. One strategy that can be taken by business actors is product development, but according to modern marketing, it takes more than developing a product. Business actors need to apply various forms of communication in marketing so as to effectively reach and influence target markets through marketing communications strategies. Consumer preferences can be used to help the selection of the right marketing communications strategy as an effort to grab attention and influence the target market effectively in order to increase sales resultsThis study aims to determine consumer preferences of marketing communication strategy for Sass and Co. products. This study uses five marketing communication mix as variables or attributes and 16 sub-attributes. Sampling was done by Non-Probability Sampling method with a total of 400 respondents and using conjoint analysis technique. The results of this study show that the best combination of respondents is the marketing communication strategy using social media advertising, sales promotion by giving discounts, direct marketing through Shopee, word of mouth marketing using friend recommendation, and using personal sales through the offline store.

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 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 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 INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

2021 ◽  
Vol 9 (5) ◽  
pp. 1269-1273
Author(s):  
Eben Ezer ◽  
Keyword(s):  
Print Media ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Online Media ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Daily Newspaper ◽  
Media Globalization

In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.

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