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.

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.

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 Functional role and importance of PR-technologies in marketing activities of tourist companies

2018 ◽  
Vol 20 (91) ◽  
pp. 33-37
Author(s):  
O. M. Vovchanska ◽  
L. O. Ivanova
Keyword(s):  
Public Relations ◽  
Functional Role ◽  
Tourism Industry ◽  
Target Audience ◽  
Sales Promotion ◽  
Professional Activities ◽  
Advantages And Disadvantages ◽  
Special Events ◽  
Marketing Activities ◽  
The Impact

The article is devoted to the definition of the functional role and importance of PR technologies in the marketing activities of tourist companies. It is revealed that in the tourism industry PR acts as an important component of the marketing system of a tourist company, namely as a tool for marketing communications, along with advertising, personal sales, sales promotion. It is revealed that PR technologies in the tourism business are used to inform potential consumers, popularize tourist services, to position and improve the image of tourist companies and destinations. Distinctive features of public relations in the tourism industry are the wide reach of the target audience, the variety of applied forms, long-term focus. Selected marketing tools used to solve PR problems in the tourism business are: work with the media (newsletter mailing, press conferences, interviews, briefings, information tours for journalists, media monitoring), special events for the presentation of tourist company, its products and services (exhibitions, fairs, seminars); company image advertising; sponsoring various events; charity; trainings, training courses for tourist companies. It is noted that participation in specialized exhibitions and fairs deserves the greatest attention among PR activities in order to present the tourist company and its services, establishing and maintaining business contacts and are one of the important PR-methods of promotion of tourist product in the market of tourist services. Authors provide the description of the leading international tourist exhibitions as well as tourist exhibitions held in Ukraine. The advantages and disadvantages of participation of Ukrainian tourist companies in specialized exhibitions and fairs are reviewed. It is noted that the impact of exhibition activity in the tourism industry has increased due to its mass character, significant number of contacts, various professional activities. It is proposed that all communication means used at the exhibitions by individual tourist companies should be selected in such a way so as to fully reflect its competitive advantages. When assessing the effectiveness of PR technologies in the tourism industry it is necessary to consider them in the context of a particular tourist company, taking into account its target audience and applied PR tools.

scholarly journals PENGARUH PUBLIC RELATION, ADVERTISING, DAN WORD OF MOUTH TERHADAP BRAND AWARENESS PRODUK UMKM: STUDI KASUS PADA TOKO X CAKE AND BAKERY

2021 ◽  
Vol 16 (1) ◽  
pp. 1
Author(s):  
Daniel Joel Immanuel Kairupan ◽  
Olivia Ayu Yovanda
Keyword(s):  
Public Relations ◽  
Positive Attitude ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Public Relation ◽  
Brand Awareness ◽  
Consumer Awareness ◽  
Testing Method ◽  
Analysis Technique

ABSTRAK Pemasaran merupakan sebuah aktivitas yang telah biasa terjadi dalam perusahaan untuk menciptakan, mengkomunikasikan, menyampaikan serta menawarkan produk atau jasa yang bernilai kepada konsumen. Untuk mendapatakan perhatian dari konsumen, perlu adanya strategi pemasaran dari perusahaan yang dapat menggambarkan tingkat kesadaran konsumen terhadap produk yang ditawarkan atau brand awareness. Brand awareness merupakan suatu sikap positif yang diberikan masyarakat kepada perusahaan. Brand awareness dipengaruhi oleh beberapa faktor, antara lain public relation, advertising, dan word of mouth. Perusahaan perlu memperhatikan faktor-faktor yang mempengaruhi brand awareness sehingga awareness yang dihasilkan tinggi. Penelitian ini bertujuan untuk mengetahui sekaligus menjelaskan pengaruh public relation, advertising, dan word of mouth terhadap brand awareness di Toko X Cake and Bakery. Penulis memilih perusahaan ini dikarenakan perusahaan tersebut saat ini memiliki permasalahan pada penguatan brand awareness. Jumlah sampel yang digunakan adalah sebanyak 160 responden yang terdiri dari pelanggan Toko X maupun yang bukan pelanggan. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner secara online. Teknik analisis yang digunakan yaitu analisis regresi linear berganda. Metode pengujian hipotesis menggunakan alat bantu program SPSS v26.0. Setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik. Hasil penelitian menunjukkan bahwa variabel public relation, advertising, dan word of mouth berpengaruh positif dan signifikan terhadap brand awareness.Kata kunci: public relation, advertising, word of mouth, brand awareness ABSTRACT Marketing is an activity that is common in companies to create, communicate, deliver and offer products or services of value to consumers. To get the attention of consumers, it is necessary to have a marketing strategy from the company that can describe the level of consumer awareness of the products offered or brand awareness. Brand awareness is a positive attitude given by the community to the company. Brand awareness is influenced by several factors, including public relations, advertising, and word of mouth. Companies need to pay attention to the factors that affect brand awareness so that the awareness generated is high. This study aims to determine as well as explain the influence of public relations, advertising, and word of mouth on brand awareness at X Cake and Bakery Stores. The author chose this company because the company currently has problems in strengthening brand awareness. The number of samples used were 160 respondents consisting of customers of Store X and non-customers. Data was collected by distributing online questionnaires. The analysis technique used is multiple linear regression analysis. The hypothesis testing method uses the SPSS v26.0 program tool. Each variable tested was valid and reliable, and was modelly feasible according to the classical assumption test. The results showed that the variables of public relations, advertising, and word of mouth had a positive and significant effect on brand awareness.Kata kunci: public relation, advertising, word of mouth, brand awareness

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 Implementasi Bauran Promosi Dalam Upaya Meningkatkan Volume Penjualan Pada Toko Bangunan Tunggal Tata di Tuban Jawa Timur

2019 ◽  
Vol 2 (1) ◽  
pp. 77
Author(s):  
Siti Lailatuz Zahro' ◽  
Fani Firmansyah
Keyword(s):  
Word Of Mouth ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation

Abstrak            Material merupakan bahan baku yang mendukung proses pembangunan infrastruktur yang  menyebabkan munculnya bisnis dalam bidang material bangunan, maka banyak pesaing muncul sehingga diperlukan bauran promosi dalam mempertahankan maupun meningkatkan jumlah penjualan. Bauran promosi mempunyai enam elemen yaitu Advertising, Personal Selling, Sales Promotion, Direct marketing, Public Relation and Publisity, Word of Mouth. Pada saat ini toko bangunan Tunggal Tata berkembang pesat dengan jumlah volume penjualan yang meningkat, sehingga penelitian ini bertujuan untuk mengungkapkan bagaimana implementasi bauran promosi yang dilakukan oleh toko bangunan Tunggal Tata.            Penelitian ini dilakukan dengan menggunakan metode penelitian kualitatif deskriptif. Pengumpulan data dilakukan dengan teknik wawancara, dan observasi, serta dokumentasi. Dalam menganalisis data menggunakan teknik interaktive Model.            Hasil Penelitian menunjukkan bahwa toko bangunan Tunggal Tata menerapkan bauran promosi melalui lima elemen yaitu Advertising melalui media logo, Personal Salling melalui media pelayanan, Sales Promotion melalui media pemberian hadiah, Direct Marketing melalui media katalog, dan Word of Mouth. Berdasarkan temuan dilapangan, selain lima elemen dari bauran promosi tersebut, toko bangunan Tunggal Tata menggunakan media tambahan yakni memberikan keringananpada pelanggan dalam proses pembayaran bahan bangunan dalam bentuk pemberian hutang. Oleh karena itu toko bangunan Tunggal tata berhasil dalam meningkatkan volume penjualan dalam empat tahun terakhir.Kata Kunci­: Implementasi, Bauran promosi, Volume penjualan

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 PENERAPAN STRATEGI KOMUNIKASI PEMASARAN PROGRAM STUDI KOMUNIKASI PENYIARAN ISLAM UNIVERSITAS MUHAMMADIYAH BENGKULU DALAM MENARIK MINAT CALON MAHASISWA BARU

2020 ◽  
Vol 1 (2) ◽  
pp. 63-77
Author(s):  
Riswanto Riswanto
Keyword(s):  
Word Of Mouth ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation

Pendidikan mempunyai arti penting dalam memajukan suatu negara, maka dari itu di negara Indonesia telah banyak berdiri lembaga-lembaga pendidikan negeri maupun swasta mulai dari jenjang sekolah dasar (SD), menengah hingga perguruan tinggi. Perguruan tinggi sendiri dapat berbentuk Akademi, Institut, Politeknik, Sekolah Tinggi, dan Universitas. Dengan semakin berkembangnya zaman serta dengan semakin besarnya persaingan antar perguruan tinggi negeri maupun swasta yang ada. Serta semakin agresif beberapa perguruan tinggi dalam melakukan kegiatan promosi untuk berkompetisi menarik simpati calon mahasiswa. Sehingga berbagai bentuk maupun cara digunakan dalam kegiatan promosi. Persaingan perguruan tinggi makin ketat ditandai dengan terus bertambahnya jumlah perguruan tinggi baik untuk sekala nasional maupun di daerah. Universitas Muhammadiyah Bengkulu merupakan salah satu Perguruan tinggi Swasta di Provinsi Bengkulu yang di kelola oleh Yayasan Muhammadiyah. Sebagai perguruan Tinggi Swasta yang sebagian besar sumber dananya dari mahasiswa menuntut keseriusan bagi pengelola perguruan tinggi untuk menarik simpati calon mahasiswa.”Penerapan strategi komunikasi pemasaran program studi komunikasi penyiaran islam dalam menarik minat calon mahasiswa baru”. Metode yang digunakan yaitu kualitatif. Prodi Komunikasi Penyiaran Islam Universitas Muhammadiyah Bengkulu yang paling ektif yaitu melalui strategi periklanan dengan menggunakan berbagai media seperti: brosur, pamflet, poster, baliho, radio Jazirah UMB. promosi penjualan (sales promotion), personal selling, strategi mulut ke mulut (word of mouth). Strategi komunikasi pemasaran lainnya seperti Promosi Penjualan (Sale Promotion), Public relation, Direct Marketing dikembalikan kepada pihak universitas dalam pelaksanaanyaKata Kunci: Komunikasi Pemasaran, Promosi

scholarly journals ELECTRONIC WORD OF MOUTH SEBAGAI STRATEGI PUBLIC RELATION DI ERA DIGITAL

2019 ◽  
Vol 8 (1) ◽  
pp. 18
Author(s):  
Safira Hasna ◽  
Irwansyah Irwansyah
Keyword(s):  
Public Relations ◽  
Word Of Mouth ◽  
Public Relation ◽  
Electronic Word Of Mouth

Tujuan dari penulisan ini adalah untuk mengembangkan dan memberikan pengertian mengenai strategi public relations (PR) di era digital dengan memanfaatkan media sosial yaitu electronic word of mouth. Dengan adanya pergesaran WOM tradisional, yaitu komunikasi dari mulut-ke mulut yang dapat dilakukan secara langsung, menjadikanWOM baru yaitu eWOM dengan menggunakan media sosial dan platform online lainnya secara luas, kapanpun, dan dimanapun. Tulisan ini juga berupaya melihat keakuratan bagaimana eWOM dapat menjangkau khalayaknya secara luas dan memberikan dampak positif bagi organisasi atau perusahaan. Metode penelitian yang digunakan adalah tinjauan literatur, dimana penulis mengumpulkan informasi tentang objek tertentu dari banyak sumber, ditulis dengan baik dan ditambah dengan pendapat penulis. Penulis menemukan bahwa selain eWOM dapat digunakan dalam industri marketing, eWOM juga dapat menjadi salah satu strategi PRdalam mencapai tujuannya yaitu citra dan reputasi yang baik di mata publik. Penelitian ini menemukan bahwa eWOM menjadi salah satu toolskomunikasi yang masih dianggap baru dan terus berkembang. Komunikasi eWOM bukan sekedar pesan yang disampaikan pada banyak orang tetapi suatu praktisi PR juga dapat menciptakan eWOMsendiri dengan menekankan pada kredibilitas sumber, konten / pesan, sehingga tercipta penyebaran pesan yang positif yang berdampak bagi citra dan reputasi perusahaan.

scholarly journals KOMUNIKASI PEMASARAN PERUM PERHUTANI DALAM PROMOSI EKOTURISME KAWAH PUTIH

2018 ◽  
Vol 4 (2) ◽  
pp. 130
Author(s):  
Dimas Satrio Wijaksono
Keyword(s):  
Word Of Mouth ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation

Pengembangan pariwisata yang dilakukan dengan baik akan mampu menarik wisatawan domestik untuk datang, begitu pula dengan Kawasan Wisata Kawah Putih yang dikelola Perum Perhutani sebagai potensi wisata menarik dan mengalami peningkatan wisatawan. Peneliti menggunakan metode penelitian kualitatif dengan paradigma konstruksivis pada penelitian ini, Berdasarkan pendekatan tersebut, maka selanjutnya pisau analisis yang penulis gunakan adalah studi kasus. Sedangkan teori pendukung yang digunakan adalah teori integrasi informasi dan perubahan sikap dengan konsep-konsep komunikasi pemasaran. Dalam penelitian ini penulis melibatkan enam orang informan.. Berdasarkan hasil penelitian menunjukan bahwa proses komunikasi pemasaran yang dilakukan Perum Perhutani dalam mempromosikan ekoturisme Kawah Putih berjalan efektif dengan menggunakan enam komponen promosi komunikasi pemasaran yaitu Advertising, Sales Promotion, Public Relation, Personal Selling, Direct Marketing dan Word Of Mouth

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