DIGITAL MARKETING PUBLIC RELATIONS DALAM INDUSTRI FASHION INDONESIA

2020 ◽  
Vol 6 (1) ◽  
Author(s):  
Yustikasari Yustikasari ◽  
Lukiati Komala
Keyword(s):  
Public Relations ◽  
Digital Marketing

Tulisan penelitian ini bertujuan untuk menggali dan mengungkapkan bagaimana perkembangan industri fashion di Indonesia dengan menggunakan konsep Digital Marketing Public Relations. Penggunaan konsep Digital Marketing Public Relations dalam industri fashion memiliki keunggulan di antaranya dapat membangun branding produk melalui media digital. Dengan media digital dapat memudahkan konsumen untuk mengakses informasi kapanpun dan di mana pun. Penelitian ini menyimpulkan penggunaan konsep digital marketing public relations dalam industri fashion di Indonesia menjadi cara yang cukup efektif dalam melakukan promosi produk maupun memberikan berbagai informasi seputar industri fashion. Bahkan saat tengah berlangsung kegiatan fashion, khalayak sasaran dapat menyaksikan secara langsung kegiatan fashion tersebut tanpa harus berada ditempat berlangsungnya kegiatan tersebut.

The Effect of Promotion Mix on Sales Performance Mediated by Customer Loyalty at Paul Bakery Kota Kasablanka Jakarta

2021 ◽  
Vol 4 (1) ◽  
pp. 93-111
Author(s):  
Edi Sugiono ◽  
Andini Nurwulandari ◽  
Fithri Khairina
Keyword(s):  
Public Relations ◽  
Customer Loyalty ◽  
Positive Impact ◽  
Employee Performance ◽  
Personal Selling ◽  
Sales Performance ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
High Level ◽  
Positive Effect

The company strives to remain at a high level of competition with various strategies in maintaining its business. Many new companies find it challenging to keep their company due to marketing strategies that do not follow current globalization developments. Therefore the company will try to find ways to market its products, starting from promoting products, knowing products to make customers loyal. The purpose of this study is to see the effect of advertising, promotion, personal selling, direct digital marketing, and public relations on sales performance and customer loyalty by taking samples at the Paul Bakery Kota Kasablanka Jakarta. The research method used is descriptive, namely an analysis that describes the variables to the bakery's sales volume at Paul Bakery Kota Kasablanka. The results showed: the advertising variable has no positive effect on sales performance, customer loyalty, and sales performance through customers; promotion variable has no positive impact on sales performance and sales performance through customer loyalty but has a positive effect on customer loyalty; personal selling variable has a positive effect on sales performance, employee performance through customer loyalty but has no effect on customer loyalty; direct digital marketing variable has a positive effect on sales performance and customer loyalty but does not have a positive effect on sales performance through customer loyalty, and public relations variables have a positive effect on sales performance, customer loyalty and sales performance through customer loyalty.

scholarly journals UPDATE OF THE CRAWL, WALK, RUN METHODOLOGY FRAMEWORK

2019 ◽  
pp. 229
Author(s):  
Jelena Filipović
Keyword(s):  
Social Networks ◽  
Public Relations ◽  
Online Community ◽  
Instant Messaging ◽  
Virtual Space ◽  
Business Community ◽  
Digital Marketing ◽  
Hands On ◽  
Source Materials ◽  
Super Users

This study updated the Crawl, Walk, Run methodology framework (CWRM) for the current digital marketing circumstances, observed in the context of the artistic community in virtual space. Four main premises of CRWM have been considered in order to address the effectiveness of online campaigns based on the  laddering support through tiers of engagement (personal, social, advocating); empowering super users; providing source materials for user-generated content; and using tools people are familiar with. The analysis was performed on the data collected from the online community which has operated for 43 days. Data on the number of registered users, their interactions with web site content and showcased artworks were gathered. The specific online platform was created for the purpose of this research and the campaign for its promotion was conducted both in Serbia and globally. The materials for direct communications (email, instant messaging), social media promotion (social networks, blogs) and public relations (articles in online and traditional media) were created. CRWM was proved to be efficient framework for the establishment of online presence of the artistic community. However, we propose that social networks should be introduced in the stage three instead of in the stage four, due to the increase of their applications compared to the time when the CRWM was formulated. All activities once they start should be maintained and performed throughout the campaign lifetime. This study represents one of the first efforts aimed at updating of the CRWM theoretical framework and provides business community with hands-on solutions in modern digital marketing.

scholarly journals PERBINCANGAN DI MEDIA SOSIAL FILM PENDEK TILIK SEBAGAI HASIL DARI STRATEGI DIGITAL

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
Panji Nandiasa Ananda Mukadis
Keyword(s):  
Public Relations ◽  
Social Condition ◽  
Digital Marketing ◽  
Short Film ◽  
Specific Situation ◽  
Community Based ◽  
Good Product ◽  
The Social ◽  
National Media ◽  
Production House

<p>Tidak setiap saat bisa kita temukan sebuah film pendek Indonesia menghasilkan perbincangan yang masif seperti film <em>Tilik</em>. Film pendek karya dari sutradara Wahyu Agung Prasetyo dan diproduki oleh Ravacana Films, sebuah rumah produksi berbasis komunitas di Yogyakarta memperoleh dua juta <em>views </em>di Youtube per 21 Agustus 2020. Awal diunggah sejak 17 Agustus 2020 film <em>Tilik</em> telah menarik banyak penonton hingga menghasilkan puluhan ribu <em>views</em>. Setelah beberapa hari jumlah <em>views</em> meningkat berkali lipat usai mendapat beragam reaksi dan akhirnya menghasilkan <em>views</em> beratus kali lipat,  juga perbincangan yang terus berdengung di media sosial. Perbincangan yang terus bergulir mengenai <em>Tilik</em> kemudian menghasilkan peliputan lanjutan di media daring, cetak, maupun liputan di televisi yang tidak main-main nilainya bila dihitung secara <em>nilai Public Relations (PR Value).</em> Apa yang terjadi pada <em>Tilik</em> bukan lahir begitu saja melainkan hasil hasil dari strategi digital dan didasari teknis yang memadai serta pilihan-pilihan dalam alur cerita yang membuatnya menjadi bahan perbincangan di media sosial. Bicara tentang jumlah views dan perbincangan seputar film Tilik kita juga perlu memperhatikan kondisi sosial masyarakat saat film ini beredar secara daring  Tidak lupa sebagai sebuah film, <em>Tilik</em> juga harus dilihat konteks yang dibawa, konteks yang memberinya bekal yang cukup untuk menanamkan menghasilkan traksi pada awal dan berbagai modal untuk jadi bahan perbincangan hari-hari pertama sejak film ini ditayangkan di Youtube.</p><p><strong>Kata Kunci:</strong> Film Pendek, Youtube, Media Sosial, Konten Viral, Pemasaran Digital</p><p> </p><p><em>An Indonesian short film produced massive conversations like the film Tilik which is rarely found in our daily lives.A film directed by Wahyu Agung Prasetio and produced by Ravacana Films, a community-based production house in Yogyakarta had gained two million views on YouTube per 21 August 2020. The first day it was uploaded 17 August 2020, it had gained many tractions until around 30K views, and then different kind of reactions multiply the number of viewers and conversation that also attract coverages from national media, online, offline, and also chose to be content for several television program, some coverage that is so pricey if we talk about Public Relations (PR) Value aspect.. The phenomena of Tilik is not for coming without reason, it came from some specific situation and then supported with good product material, and digital strategy. Talking about the number of its views we cannot cease to discuss the social condition around the society at that time. As a film, we cannot ignore the context of Tilik, context that had given it enough resource to gain traction from relevant people and communities. Context that had also gave it enough conversation materials the first days it was published on YouTube.</em></p><p><strong><em>Keywords:</em></strong><em> Short Film</em><em>, Youtube, </em><em>Social Media</em><em>, </em><em>Viral Content</em><em>, Digital Marketing</em></p>

scholarly journals Implementasi Digital Marketing dalam Membangun Brand Awareness

2018 ◽  
Vol 3 (1) ◽  
pp. 1 ◽  
Author(s):  
Femi Oktaviani ◽  
Diki Rustandi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Personal Selling ◽  
Sales Promotion ◽  
Digital Marketing ◽  
Brand Awareness

Sentra industri rajutan Binong Jati sebagai industri kreatif di bidang fashion. Memproduksi berbagai jenis pakaian rajutan berskala home industry sejak tahun 60-an. Seiring dengan waktu sentra rajutan ini kemudian dikelola oleh Koperasi Industri Rajutan Binong Jati (KIRBI) dengan harap dapat meingkatkan dan membangun potensi kemampuan ekonomi anggota dan masyarakat dalam mencapai kesejahteraan. Kehadiran KIRBI sebagai wadah sekaligus garda terdepan para pelaku bisnis rajutan, seharusnya mampu mengembangkan potensi yang ada dengan mempromosikan wilayah Binong Jati menjadi salah satu industri kreatif, sehingga masyarakat mengetahui dan aware terhadap produk industrirajutan Binong Jati. Penelitian ini mengemukakan digital marketing dalam membangun brand awareness sebagai upaya menginformasikan, membujuk dan mengingatkan masyarakat tentang KIRBI sebagai salah satu UMKM pembuatan pakaian berbahan rajutan. Pemilihan social media, pesan, dan kegiatan bauran promosi yang digunakan KIRBI untuk membangun brand awareness menjadi tujuan dari penelitian. Penelitian ini sebagai penelitian kualitatif dengan menggunakan studi kasus. Data yang di dapat melalui observasi dan wawancara, serta didukung oleh dokumentasi peneliti. Informan terdiri dari dua informan utama dan dua informan tambahan. Hasil penelitian menunjukan bahwadigital marketingdalam membangun brand awareness dilakukan dengan mengelola media sosial instagram dengan melakukan aktivitas berupa iklan, tagline, serta menjalankan teknik bauran pemasaran seperti personal selling, sales promotion dan public relations sebagai upaya membangun brand awareness tentang produk industri rajutan Binong Jati.

5. Promotions (marketing communications) and social media

2021 ◽  
pp. 63-79
Author(s):  
Kenneth Le Meunier-FitzHugh
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Communication Tools ◽  
Brand Values ◽  
Potential Customers

This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising, sales promotions, public relations, direct marketing (on- or offline), sponsorship, and personal selling. Today, communication activities are being totally reinvented by the growth of social media and digital marketing. Indeed, the development of different types of social media has created opportunities to develop digital marketing that has an immediacy of interaction and increased intimacy with potential customers.

scholarly journals Các yếu tố digital marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh

2021 ◽  
Vol 16 (1) ◽  
pp. 44-58
Author(s):  
Nguyễn Thị Phụng ◽  
Nguyễn Thị Hồng Nhung
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Search Engine Marketing ◽  
Online Public Relations ◽  
E Mail ◽  
Content Marketing

Nghiên cứu này nhằm phân tích các yếu tố Digital Marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh. Qua thực hiện khảo sát trực tuyến và trực tiếp, nhóm nghiên cứu thu thập thông tin đối với 265 khách hàng về “Tác động Digital Marketing đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh” đến từ các công ty bất động sản. Kết quả phân tích dữ liệu cho thấy có 06 yếu tố tác động đến hành vi mua căn hộ chung cư, đó là Social Media Marketing; Content Marketing; Search Engine Marketing; Online Public Relations; Affiliate Marketing; E-Mail Marketing trong đó yếu tố Social Media Marketing có tác động mạnh nhất đến hành vi mua của khách hàng. Kết quả nghiên cứu sẽ là những thông tin hữu ích cho Doanh nghiệp để khai thác triệt để các phương tiện Digital Marketing nhằm thúc đẩy hành vi mua của người tiêu dùng đối với thị trường căn hộ chung cư tại thành phố Hồ Chí Minh.

scholarly journals Facebook Digital Marketing: A Thematic Analysis of the Practice of Public Relations Models of Star-Rated Hotels in Bandung

2021 ◽  
Vol 6 (2) ◽  
pp. 52-63
Author(s):  
Santosa Sanjaya
Keyword(s):  
Public Relations ◽  
Thematic Analysis ◽  
Public Information ◽  
Complete Information ◽  
Digital Marketing ◽  
Communication Model ◽  
The Public ◽  
Symmetrical Model ◽  
The One ◽  
Asymmetrical Model

The purpose of this study is to uncover the Grunig’s Public Relations models applied by star-hotels in Bandung through their promotion on Facebook. The thematic analysis was used in this study. The sample included 50 star-hotels in Bandung. All reviews from hotel occupants were checked and coded according to the concerns referred to hotel occupants.   All hotels surveyed showed one-way and two-way communication models. For the one-way communication model, some hotels applied press agent/publicity. However, all hotels showed an effort towards the public information model as they disseminated complete information. For the two-way communication model, some hotels applied the two-way asymmetrical model. They responded to criticism from hotel residents but did not reply directly to the problems. Finally, some hotels applied the two-way symmetrical model because they responded directly to complaints against hotel occupants. Keywords – Facebook digital marketing, 5 Star-hotels, one-way communication model, Two-way communication model  

scholarly journals Deep LSTM for Emoji Twitter Sentiment Exploration via Distributed Embeddings

2019 ◽  
Vol 8 (11) ◽  
pp. 1714-1718 ◽  
Keyword(s):  
Neural Network ◽  
Social Media ◽  
Public Relations ◽  
Real World ◽  
State Of The Art ◽  
The State ◽  
Digital Marketing ◽  
Emotional Status ◽  
The Real ◽  
Proposed Model

Social media’s sentimental data is the most vital digital marketing platform that can help us to reveal the real world events including qualitative insights to understand people’s visibility about brands, politics, emotional status, and so on. With today’s interrelated world, a public relations disaster can be initiated with one post or a tweet. Conventional sentimental analysis is the process of defining whether the shared post on social media is neutral, positive or negative and has been focused by the Dealers, Administrations to understand public feelings of their products and corporation. However, extensive usage of emoji in social media has attracted an increasing interest. In this proposed framework, we suggest a novel scheme for Twitter sentiment method on emojis by considering pre-trained word and emoji embeddings. We first train our model to learn word, emoji embeddings under positive and negative tweets; later a classifier passes them through a neural network combining LSTM to achieve better performance. Our tests show that the proposed model operational for extracting sentiment-aware emojis and outperforms the state-of-the-art simulations.

Antitrust: U.S. Supreme Court Affirms FTC Jurisdiction but Vacates Scope of Analysis on CDA Policy

1999 ◽  
Vol 27 (2) ◽  
pp. 197-198
Author(s):  
Joseph R. Zakhary
Keyword(s):  
Public Relations ◽  
Supreme Court ◽  
Federal Trade Commission ◽  
Ninth Circuit ◽  
Court Of Appeals ◽  
For Profit ◽  
Rule Of Reason ◽  
Antitrust Analysis ◽  
Business Financing ◽  
The U.S

In California Dental Association v. FTC, 119 S. Ct. 1604 (1999), the U.S. Supreme Court reviewed a decision by the U.S. Court of Appeals for the Ninth Circuit that a nonprofit affiliation of dentists violated section 5 of the Federal Trade Commission Act (FTCA), 15 U.S.C.A. § 45 (1998), which prohibits unfair competition. The Court examined two issues: (1) the Federal Trade Commission's (FTC) jurisdiction over the California Dental Association (CDA); and (2) the proper scope of antitrust analysis. The Court unanimously held that CDA was subject to FTC's jurisdiction, but split 5-4 in its finding that the district court's use of abbreviated rule-of-reason analysis was inappropriate.CDA is a voluntary, nonprofit association of local dental societies. It boasts approximately 19,000 members, who constitute roughly threequarters of the dentists practicing in California. Although a nonprofit, CDA includes for-profit subsidiaries that financially benefit CDA members. CDA gives its members access to insurance and business financing, and lobbies and litigates on their behalf. Members also benefit from CDA marketing and public relations campaigns.

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