scholarly journals Bauran Komunikasi Pemasaran dalam Memasarkan Destinasi Wisata Alam Saat Pandemi COVID-19

2021 ◽  
Vol 25 (2) ◽  
pp. 223
Author(s):  
Gilang D. Anggoro ◽  
Amri Dunan ◽  
Karman Karman
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Mix ◽  
Sales Promotion

Setiap industri pariwisata harus mempraktikkan komunikasi pariwisata, termasuk saat pandemi. Komunikasi pariwisata yang baik membantu industri dalam memasarkan produk atau jasanya. Oleh karena itu, diperlukan strategi untuk meningkatkan potensi keberhasilan dan meminimalkan risiko. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pariwisata pada masa pandemi Covid-19 dengan mengadopsi konsep Marketing  Mix  of Communication. Metode penelitian ini adalah kualitatif dengan pendekatan studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi Marketing Mix of Communication pariwisata mereka yaitu dengan iklan, personal selling, sales promotion, direct marketing, public relations, dan WOM. Manajemen juga mengutamakan peran vital dalam penyampaian informasi tentang Covid-19 untuk menjaga pariwisata, dan konten yang diberikan dapat bermanfaat bagi wisatawan.

Strategi Komunikasi Pemasaran Bisnis Tiket Online Studi Kasus Tiket2.Com

2017 ◽  
Vol 25 (1) ◽  
pp. 74-87 ◽  
Author(s):  
Agung Slamet Prasetyo
Keyword(s):  
Public Relations ◽  
Customer Value ◽  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Online Business ◽  
Primary Support

Study was conducted to determine the marketing communications strategy used an online business. With the case of the online ticket business Tiket2.com. The purpose of this study was to determine the marketing communications strategies used Tiket2.com in his business, and the reasons for those strategies. In this online ticket business, before knowing what strategy to use, should be set in advance the objectives to be achieved in implementing this strategy. And objectives are set forth in segmenting, targeting and positioning. Then to achieve these objectives the strategy drafted in the Product, Place, Price and Promotion, known as the Marketing Mix. Marketing Communication Mix consists of a specific mix of advertising, public relations, personal selling, sales promotion and direct marketing tools that companies use to communicate in a persuasive customer value and build relationships with customers. The study was conducted with qualitative methods. Research shows that advertising on google.com is a means of effective marketing communication. Public Relations by means of online using a blog is the primary support in advertising on google.com.

scholarly journals Gaya Komunikasi Pemasaran di Pemerintah: Promotion Mix Destinasi Tujuan Wisata Kabupaten Raja Ampat

2017 ◽  
Vol 1 (1) ◽  
Author(s):  
Mubaddilah Rafa'al
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Internet Marketing ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Process ◽  
Depth Interview ◽  
Question And Answer

This study focuses on the description of Promotion marketing mix used by the Department of Culture and Tourism Raja Ampat. This research is interesting because it is a means of marketing communications for the company in order to inform the products to be introduced to tourists, persuade and improve the consumer directly or indirectly about the services they offer. This study aimed to describe the promotion mix used the Department of Culture and Tourism Raja Ampat. In order to know that the Department of Culture and Tourism Raja Ampat has managed to reach the desired rating. The method used in this study using in-depth interview, the quotation in question and answer activities between researchers and resource speakers. With respect to achieving success in the marketing process, the Department of Culture and Tourism Raja Ampat using promotion mix include advertising, sales promotion, public relations, personal selling, direct marketing, and internet marketing. Keywords: Promotion mix, tourists, Department of Culture and Tourism Raja Ampat 

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 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.

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 ДА ЛИ СУ МАРКЕТИНШКЕ КОМУНИКАЦИЈЕ РЕЛЕВАНТНЕ ЗА КУПОПРОДАЈНЕ ПРЕГОВОРЕ?

TEME ◽  
2019 ◽  
pp. 511
Author(s):  
Slobodan Brezak ◽  
Tamara Vlastelica ◽  
Slavica Cicvarić Kostić
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Negotiation Process ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Negotiation Strategies ◽  
Top Executives ◽  
Definition Of ◽  
The Impact

This paper explores the relevance of marketing communications for buyer-seller negotiations. Although a broad body of knowledge has been developed around marketing communications concept evolution, as well its relevance for all types of organizations, for awareness, knowledge, attitudes and behaviour of consumers, or generally, for managing relationships, a little attention has been devoted to revealing MC contribution to some other business related fields, such as negotiation process. The empirical research presented in the paper confirms the scope and intensity of the impact of MC tools (advertising, sales promotion, personal selling, direct marketing, public relations and publicity, communication aspects of products/services and prices, word of mouth and digital marketing) on preparation for negotiation process: the definition of a zone of possible agreement, the best alternative to negotiated agreement, and the determination of negotiation strategies. The survey was conducted with online based questionnaire with 108 top executives of companies from different industries, in different countries.

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

Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts

2003 ◽  
Vol 9 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Andrew J. Czaplewski ◽  
Eric M. Olson
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Adaptive Strategies ◽  
Sales Promotion ◽  
Popular Press ◽  
Sales Promotions ◽  
Settlement Agreement ◽  
Comprehensive Picture ◽  
Promotional Efforts

This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.

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