Pengaruh Promosi Produk Seafoodking terhadap Brand Awareness Produk

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
Egi Dian Shintarani
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Food Products ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Primary Data ◽  
Frozen Food ◽  
Promotional Effort ◽  
Analysis Technique

Frozen food products are now much targeted by consumers because it is considered more practical. In the middle of the rampant new brand of frozen processed food products that have sprung up, PT. Fitrafood International still uses sampling promotion activities to promote Seafoofking as its main product. This promotional effort is conducted in various supermarkets and also traditional markets. This study aims to determine how the influence of promotional activities in building and forming Brand Awareness of SeafoodKing products, and also to find out how the consumer understanding of SeafoodKing products and its interest to buy SeafoodKing products. This research uses quantitative method with associative approach. This research uses primary data obtained from the questionnaire. The analysis technique used is product moment correlation formula. The results showed that the variables of direct marketing, sales promotion, public relations and personal selling significantly influence brand awareness of the product.Keywords: sampling promotion, seafoodking, brand awareness

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 Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 147
Author(s):  
Kevin Kevin ◽  
Sinta Paramita
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Case Study Method ◽  
Literature Study

Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

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 Bauran Promosi Mempengaruhi Pengambilan Keputusan Mahasiswa Memilih Universitas Muhammadiyah Bengkulu

2021 ◽  
Vol 4 (1) ◽  
pp. 56-70
Author(s):  
Mukhlizar Mukhlizar
Keyword(s):  
Decision Making ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Secondary Data ◽  
Sales Promotion ◽  
Data Sources ◽  
Primary Data ◽  
Choice Decision ◽  
Marketing Variables

This study aims to determine advertising (X1), sales promotion (X2) personal selling (X3) publicity (X4) direct marketing (X5) partially and simultaneously have a significant effect on student decision making choosing Muhammadiyah University Bengkulu. This study uses a quantitative approach with explanatory research methods, primary data sources through questionnaires, secondary data from information publications and other sources. Questionnaires were distributed to 193 research samples from 2018-2019 students. The results showed that of the five promotion mix variables, there were three variables that partially had a significant effect on student decision making, namely advertising, public relations, and direct marketing variables, while those that had no significant effect were sales promotion and personal selling variables. Simultaneously the promotion mix includes advertising (X1), sales promotion (X2), personal selling (X3), public relations (X4) and direct marketing (X5) have a significant effect on student decision making. Keywords: Promotional Mix, Choice Decision

scholarly journals OPTIMALISASI BAURAN PROMOSI PEMASARAN DALAM MEMASARKAN PRODUK PERUMAHAN PERUM PERUMNAS CABANG MATARAM

2019 ◽  
Vol 13 (8) ◽  
pp. 1457
Author(s):  
Dewi Rispawati
Keyword(s):  
Public Relations ◽  
Qualitative Data ◽  
Direct Marketing ◽  
Personal Selling ◽  
Secondary Data ◽  
Descriptive Study ◽  
Sales Promotion ◽  
Primary Data ◽  
Case Method ◽  
The Public

This research entitled is "Optimizing marketing promotion mix in marketing housing products of Perum Perumnas Branch The Mataram", which aims to increase the marketing promotion mix used in marketing housing products of Perum Perumnas Branch The Mataram. This research is a descriptive study with a case method. Data collection techniques in this study used observation, interviews and documentation. This study uses the technique of checking the validity of data based on triangulation techniques. The type of data in this study are qualitative data and quantitative data and data sources, namely primary data and secondary data. Based on the analysis it can be seen that to increase the marketing promotion mix in marketing housing products of Perum Perumnas Branch The Mataram can be done such as: personal selling, mass selling, sales promotion, public relations and direct marketing. By optimizing the marketing promotion mix in marketing the housing products of Perum Perumnas Branch the Mataram, so that they can be better known by the public, and sell well and are in demand by consumers. Optimizing the marketing promotion mix that can be done in marketing housing products of Perum Perumnas Branch The Mataram, among others, by conducting Personal selling, Mass selling, Sales Promotion, Public relations and Direct marketing

scholarly journals Komunikasi Pemasaran Terpadu dan Ekuitas Merek Gojek Indonesia Cabang Yogyakarta

2019 ◽  
Vol 9 (1) ◽  
pp. 1-8
Author(s):  
Novia Tri Lestari ◽  
Hani Sirine
Keyword(s):  
Public Relations ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Corporate Identity ◽  
Sales Promotion ◽  
Instructional Materials ◽  
Integrated Marketing ◽  
Analysis Technique ◽  
Positive Effect

Companies that are able to communicate their marketing will have an impact on brand equity improvement. This study aims to examine the influence of Integrated Marketing Communications (IMC) which consists of advertising, personal selling, sales promotion, public relations and publicity, direct marketing, instructional materials and corporate design to the brand equity of Gojek Yogyakarta. The sample of this study amounted 150 respondents who are Go-Ride customers who already know IMC Gojek. The analysis technique used is multiple linear regression. The results showed that IMC influence brand equity, and partially variable of advertising, sales promotion, and corporate design having significant positive effect to brand equity. Based on the results of this study, Gojek Yogyakarta needs to increase the promotion of ideas to change attitudes and consumer behavior, increase the value of the product so as to achieve certain marketing goals, and strengthen the picture of service outlet or corporate identity for the message received by consumers through effective marketing communication channel mix.

scholarly journals PROMOTION MIX PARIWISATA DALAM RANGKA MENINGKATKAN JUMLAH KUNJUNGAN WISATAWAN KE PROVINSI NUSA TENGGARA BARAT

2019 ◽  
Vol 13 (9) ◽  
pp. 1627
Author(s):  
Dewi Rispawati
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Secondary Data ◽  
Sales Promotion ◽  
Primary Data ◽  
Case Method ◽  
Data Types ◽  
Tourism Promotion ◽  
Verification Techniques

This research entitled is "Promotion mix tourism in order to increase the number of tourist visits to the province of West Nusa Tenggara", which aims to increase tourism promotion mix in order to increase the number of tourist visits to the province of West Nusa Tenggara. This research is a descriptive study using the case method, where data collection techniques used in this research use observation, interviews and documentation. In this research using the validity of data verification techniques based on triangulation techniques. This research uses data types namely qualitative data and quantitative data and this research uses data sources namely primary data and secondary data. Based on the analysis, it can be seen that tourism mix promotion in order to increase the number of tourist visits to West Nusa Tenggara province can be done such as: personal selling, mass selling, sales promotion, public relations and direct marketing. With a tourism promotion mix, tourism in the West Nusa Tenggara province is expected to be better known by domestic tourists and foreign tourists. Tourism promotion mix that can be done in order to increase the number of tourist visits to the province of West Nusa Tenggara, among others, by conducting Mass selling, Public relations, Direct marketing, Sales promotion, and Personal selling

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 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 Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Healthcare Providers ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Organizational Life ◽  
Healthcare Organizations ◽  
Initial Development ◽  
The People

Abstract Background When one thinks of opportunities to engage patients, the marketing communications mix often is the first thing that comes to mind. Its five components of advertising, personal selling, sales promotion, public relations, and direct marketing represent tried and true pathways for establishing productive dialogues with customers of healthcare institutions. But in formulating and deploying the marketing communications mix, health and medical establishments must not neglect foundational elements which play vital communicative roles, impacting the perspectives of patients and influencing associated patronage. Discussion Many things communicate on behalf of healthcare organizations, including the people employed by them, the places in which they deliver services, and the brands that represent them. As foundational elements of communication, these must be addressed prior to formulating the marketing communications mix, as they influence and impact an institution’s entire communicative potential. Their initial development, however, is just the beginning, as these elements must be managed and maintained continually over the course of organizational life. This article profiles foundational elements of communication and discusses their importance in healthcare marketing, generally, and marketing communications, specifically, providing useful insights for maximizing communicative synergies. Conclusions Given the importance of engaging current and prospective patients, healthcare establishments must take steps to ensure exceptional prowess in this area, with communicative skills and abilities being of paramount importance. Proficient deployment of the marketing communications mix is essential, but healthcare providers must also be certain to direct attention toward foundational elements, ensuring that given institutions realize their full communicative potential.

Sign in / Sign up

Export Citation Format

Share Document