Marketing communication strategy using online platforms to build brand image at The Westin Resort Nusa Dua Bali

Purpose, in simple words tell readers about the aim of this research. Research methods, give name, brand, type of tools, methods, software, review, and survey that have been used to do this research. Results and discussion, write only main results and discussion in few words. A summary of your key findings. An explanation of why your findings and key message contribute to the field/s. No formula needed and avoid quotes and extensive references. (maximum 250 words). The purpose of this research is to determine the strengths, weaknesses, opportunities and threats of marketing communication in building brand image, to find out the marketing communication strategy that should be used by marketing communication departments in building brand image. Data collection methods used were observation, interviews, documentation and questionnaires. The analysis techniques used are qualitative descriptive analysis, quantitative descriptive analysis, Internal Factor Analysis Summary (IFAS) Matrix, External Factor Analysis Summary (EFAS) Matrix, Internal-External Matrix (IE), and SWOT Analysis. The results showed that there were internal and external factors that influence marketing communication conducted by the marketing communication department at The Westin Resort Nusa Dua, Bali. Based on the results of IFAS matrix analysis, the main strengths are good relations with all partners, the media, influencers, guests and also the community, while the main weaknesses are responding to complaints and providing solutions to trip advisor reviews, OTA reviews and also social media. Based on the results of the EFAS matrix analysis, it is known that the main opportunity is technological development while the minor threats faced are The Westin Resort Nusa Dua, Bali position in the competition and natural disasters such as volcanic eruptions, earthquakes, floods, etc. The results of the IE matrix research showed the company position in the Growth (Cell V). SWOT analysis produces 6 alternative marketing communication strategies that can be used in building brand image.

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Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel

Journal of Business on Hospitality and Tourism ◽

10.22334/jbhost.v6i2.225 ◽

2020 ◽

Vol 6 (2) ◽

pp. 27

Author(s):

Monika Aprilia Wulandari ◽

Elvira Septevany ◽

I Gusti Agung Mas Krisna Komala Sari ◽

I Ketut Suarta

Keyword(s):

Factor Analysis ◽

Swot Analysis ◽

Descriptive Analysis ◽

Marketing Strategies ◽

Matrix Analysis ◽

Quantitative Descriptive Analysis ◽

Marketing Department ◽

Study Results ◽

Qualitative Descriptive ◽

Quantitative Descriptive

This research aims to increase ballroom sales at New Kuta Hotel, to find out marketing strategies that should be used by the sales & marketing departments to increase ballroom sales and to find out which strategies are most effective in marketing strategies by sales & marketing department. The analysis techniques used are qualitative descriptive analysis, quantitative descriptive analysis, Internal Factor Analysis Summary Matrix (IFAS), External Factor Analysis Summary Matrix (EFAS), Internal–External Matrix (IE), SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM). Based on the results of IFAS matrix analysis, the main strength is the ballroom sales can help increase hotel revenue, while the main weakness is the incentives imposed by the sales & marketing departments are less appropriate. Based on the EFAS matrix analysis, it was discovered that the main opportunity was the ability of sales & marketing to bring in customers while the main threat faced was the budget considered by the customer. The IE Matrix study results put the company in the Growth Strategic (Cell II) position. SWOT analysis produced eight alternative strategies of marketing strategies from the eight strategies and obtained three marketing strategies that were prioritized and calculated through QSPM Matrix with a total TAS of 181.29.

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Business Strategy in Improving the Quality of Productive Credit Distribution at PT. Bank Negara Indonesia (Persero), Tbk. Parepare’s Main Branch Office

HASANUDDIN JOURNAL OF BUSINESS STRATEGY ◽

10.26487/hjbs.v2i1.306 ◽

2020 ◽

Vol 2 (1) ◽

pp. 56-64

Author(s):

Made Bani Kanti Nadi ◽

Nurdin Brasit ◽

Musran Munizu

Keyword(s):

Factor Analysis ◽

Business Strategy ◽

Swot Analysis ◽

Descriptive Analysis ◽

Growth Strategy ◽

Matrix Analysis ◽

Business Strategies ◽

Matrix Space ◽

Branch Office

This study aims to analyze the strengths, weaknesses, opportunities, and threats in the Swot analysis, to analyze the positioning with the Swot analysis, as well as to analyze alternative business strategies used by PT. Bank Negara Indonesia. Main Branch Office of Parepare in improving the quality of productive credit distribution. To implement these objectives, data collection techniques are used through observation, questionnaires, and documentation, using descriptive analysis methods, SWOT analysis, IFE, and EFE matrices, External Strategy Factor Analysis (EFAS), Internal Strategy Factor Analysis (IFAS), Grand Strategy Matrix, Tows or SWOT Matrix, Space Matrix, Analysis (QSPM). The results found that the position of PT. BNI (Persero), Tbk. Prepare's Main Branch Office is a position for aggressive growth. Where the growth strategy shows that strengths and opportunities are greater when compared to weaknesses and threats so that the appropriate strategy is used in the growth strategy. BNI strategies are suitable for use by PT. BNI (Persero), Tbk. Prepare's Main Branch Office in improving the quality of productive lending is a market penetration strategy

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PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽

10.24002/kinerja.v20i1.694 ◽

2016 ◽

Vol 20 (1) ◽

pp. 13

Author(s):

Daniel Yudistya Wardhana

Keyword(s):

Purchase Intention ◽

Brand Image ◽

Communication Strategy ◽

Marketing Communication ◽

Celebrity Endorsement ◽

Instant Coffee ◽

Sim Card ◽

Celebrity Endorser ◽

High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

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ANALISIS STRATEGI MEMBANGUNBRAND IMAGE HALAL TOURISMKECAMATAN SAMBELIA KABUPATEN LOMBOK TIMUR

JMM UNRAM - MASTER OF MANAGEMENT JOURNAL ◽

10.29303/jmm.v7i1.403 ◽

2018 ◽

Vol 7 (1) ◽

pp. 70

Author(s):

Muttaqillah Muttaqillah ◽

Zainal Abidin ◽

Lalu Adi Permadi

Keyword(s):

Brand Image ◽

Qualitative Approach ◽

Communication Strategy ◽

Marketing Communication ◽

Promotion Strategy ◽

Strategy Of Development

The purpose of this research was to develop marketing communication strategy for building the brand image of halal tourism in Sambelia District of East Lombok Regency. The design used in this research based on qualitative approach. The results of this study indicated that marketing communication strategy already exists in building a brand image of halal tourism in Sambelia District, East Lombok Regency. Marketing communication strategy appropriately in accordance with the internal and external environmentalconditions used to build a brand image of halal tourism in Sambelia District, East Lombok Regency is a Strategy of Development and Communication of Halal Tourism Market and Maintaining Variety of Tourism Attraction in East Lombok, Promotion Strategy with Branding Pesona Halal Lombok Timur and Marketing Communication Strategy with branding of Halal tourism for East Lombok either through internet and tourism exhibition.Keywords:marketing communication strategy, brand image, halal tourism, Sambelia District, East Lombok Regency

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Analisis Strategi Komunikasi Pemasaran Pada PT.PT. Bank Aceh Melalui Pendekatan Teori AIDA

Jurnal Bisnis Dan Kajian Strategi Manajemen ◽

10.35308/jbkan.v2i2.985 ◽

2019 ◽

Vol 2 (2) ◽

Author(s):

Cut Devi Maulidasari ◽

Yusnaidi Yusnaidi

Keyword(s):

Research Methodology ◽

Communication Strategies ◽

Descriptive Analysis ◽

Customer Retention ◽

Communication Strategy ◽

Marketing Communication ◽

Effective Strategy ◽

Purchasing Decision ◽

Aceh Province ◽

Aida Model

Abstract This research was conducted to analyze and illustrates the used of AIDA model in marketing communication or an advertisement to engages and persuades the consumers in purchasing decision or choosing the brand. The descriptive analysis research methodology was used as the method to implement the research through qualititave reseach . It will describes the marketing communication strategy used by PT. Bank Aceh to promote their product to the consumers in Aceh Province. AIDA theoritical approach which was introduced by Wilbur Schramm, has been used to analyze the marketing programs and the effectiveness of programs to target the consumers. The respondents are the consumers of PT. Bank Aceh which were considered had better understanding of the marketing programs and the impacts to their choice when they have to make decision of purchasing banking products and facilities. The result shows that the marketing communication strategies which have been implemented by PT. Bank Aceh have been considered as the effective strategy to approach new customers and to maintain customer retention. However, it needs improvement in term of media and the dilivered messages to adapt to the latest customers lifestyle. Keywords : AIDA Model, Marketing Communication, Promotion

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Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

Communicare : Journal of Communication Studies ◽

10.37535/101008220216 ◽

2021 ◽

Vol 8 (2) ◽

pp. 165

Author(s):

Rifkya Xena Aminullah JR ◽

Jokhanan Kritiyono

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Interpersonal Communication ◽

Brand Image ◽

Communication Strategy ◽

Digital Marketing ◽

Marketing Communication ◽

Integrated Marketing ◽

The Public ◽

Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

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Kelayakan dan Strategi Pengembangan Usaha Pembenihan Ikan Patin di CV Mika Distrindo

MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah ◽

10.29244/mikm.8.2.115-122 ◽

2013 ◽

Vol 8 (2) ◽

pp. 115-122

Author(s):

Pindo Witoko ◽

Rizal Syarief ◽

Sapta Raharja

Keyword(s):

Production Process ◽

Development Strategy ◽

Swot Analysis ◽

Descriptive Analysis ◽

Matrix Analysis ◽

Market Demand ◽

Financial Benefit ◽

Study Results ◽

Swot Matrix ◽

The One

The development of larva production of Patin catfish has great potential to meet market demand. CV Mika Distrindo is the one of company that need a development strategy to increase production to meet demand of Patin catfish larva. The aims of this study were: (1) to obtain information on the production process of breeding; (2) to know the feasibility of breeding; and (3) to carry out the strategy of seeding to obtain maximum profit. Method of analysis was done with (1) a descriptive analysis of the production process for a portrait Patin catfish hatchery; (2) Analysis of the feasibility using NPV, IRR, Net B/C Ratio, Gross B/C Ratio, PBP, and BEP; (3) Analysis of internal and external matrix are using IFE and EFE matrix, and in combination in a matrix of IE; 4) SWOT matrix analysis to formulate strategic alternatives; and 5) Analysis QSPM for alternative decision priorities. The study results shows that CV Mika Distrindo is feasible because the business get the financial benefit. Indications in terms of financial feasibility are known from Rp516.660.510 of NPV; 21.42% of IRR; 5.57 of Gross B/C Ratio; 4.05 of Nett B/C Ratio; 10 months and 5 days of PBP and 2.698.006 of larva production or Rp539.601.139,60 of the value of sales. IFE score is 2.511 and EFE score is 2.565 (medium position). The Company core strategy is Growth/Stability Strategy. The SWOT analysis obtains formulation of strategies including the use of advances in technology, expansion of marketing network, strengthening capital, increasing sales volume, doing partnerships, taking advantage of investors, increase customer loyalty, maintain larva quality, improved system management and collaboration with stakeholders.Key words: Patin catfish hatchery, feasibility analysis and business development strategy

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KAJIAN STRATEGI PENGEMBANGAN AGROWISATA KOPI LUWAK (STUDI KASUS KOPI LUWAK MANGLAYANG, KAMPUNG PONDOK BUAHBATU-CIKAWARI, DESA MEKARMANIK, KECAMATAN CIMENYAN, KABUPATEN BANDUNG)

Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad ◽

10.24198/agricore.v3i2.20657 ◽

2018 ◽

Vol 3 (2) ◽

Author(s):

Lucyana Trimo ◽

Gema Wibawa Mukti ◽

Fauziana H

Keyword(s):

Social Media ◽

Animal Welfare ◽

Development Strategy ◽

Swot Analysis ◽

Descriptive Analysis ◽

Case Study Research ◽

Matrix Analysis ◽

Qualitative Descriptive ◽

Analysis Design

ABSTRAKKelompok Usaha Kopi Luwak Manglayang (KLM) berusaha mengembangkan agrowisata kopi luwak dengan menerapkan kaidah kesejahteraan hewan di kawasan kaki Gunung Manglayang, namun saat ini belum dikembangkan secara optimal. Penelitian dilakukan pada kelompok usaha KLM, di kaki Gunung Manglayang. Desain penelitian yang digunakan adalah kualitatif dengan teknik penelitian studi kasus. Rancangan analisis data yang digunakan adalah analisis deskriptif kualitatif, analisis matriks IFE, analisis matriks EFE, dan analisis SWOT. Dari hasil penelitian yang telah dilakukan diketahui bahwa kegiatan agrowisata kopi luwak yang telah dilakukan oleh KLM mulai dari edukasi mengenai proses produksi kopi luwak dengan menerapkan kaidah kesejahteraan satwa hingga wisata kuliner. Strategi yang telah dilakukan oleh KLM dalam pengembangan agrowisata kopi luwak adalah membuat rencana dalam perbaikan fasilitas di lokasi KLM, meningkatkan cita rasa kopi yang dihasilkan oleh KLM, dan melakukan promosi agrowisata KLM melalui media sosial. Strategi yang paling tepat dan diutamakan dalam pengembangan agrowisata KLM yaitu strategi agresif dengan meningkatkan berbagai daya tarik agrowisata KLM serta memperluas pemasaran agrowisata KLM.Kata kunci: agrowisata, strategi pengembangan, analisis SWOTABSTRACTKelompok Usaha Kopi Luwak Manglayang (KLM) trying to develop civet coffee agrotourism by applying animal welfare rules in the Manglayang Mountain, but currently it has not been optimally developed. The study was conducted at Kelompok Usaha Kopi Luwak Manglayang (KLM), at Manglayang Mountain. The research design used is qualitative with case study research techniques. The data analysis design used qualitative descriptive analysis, IFE matrix analysis, EFE matrix analysis, and SWOT analysis. The results showed that the civet coffee agrotourism activities conducted by KLM started from education about the production process of civet coffee by applying animal welfare principles to culinary tourism. Strategies that have been made by KLM in the development of agro civet coffee is making plans in facility improvements at the site of KLM, enhance the flavor of the coffee produced by KLM and KLM agrotourism promotion through social media. The most appropriate strategy and priority in the development of agro-KLM is an aggressive strategy to increase the variety of agro-tourism appeal and expand marketing agro KLM KLM.Keywords : agrotourism, development strategy, SWOT analysis

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ANALISIS POTENSI DAN STRATEGI PENGEMBANGAN AGROWISATA (STUDI KASUS DI STUDY WISATA BUKIT FLORA, DESA GUNUNG PETUNG, NONGKOJAJAR, KECAMATAN TUTUR, KABUPATEN PASURUAN)

BUANA SAINS ◽

10.33366/bs.v18i1.941 ◽

2018 ◽

Vol 18 (1) ◽

pp. 73

Author(s):

Ahmad Yusuf Kholil ◽

Farah Mutiara

Keyword(s):

Qualitative Analysis ◽

Development Strategy ◽

Swot Analysis ◽

Descriptive Analysis ◽

Matrix Analysis ◽

Analysis Method ◽

Internal Factors ◽

Swot Matrix ◽

Qspm Matrix ◽

Potential Area

The first purpose of the research were to identify and analyze potential of agrotourism Bukit Flora and potential area to support development agrotourism Bukit Flora. The second purpose is to identify and analize internal and external environment agrotourism Bukit Flora the factors into strengths, weaknesses, oppurtunities and threats for development agrotourism of Bukit Flora and the last purpose in this research is formulate appropriate strategies for development strategy of agrotourism Bukit Flora.Data analysis method use descriptive analysis and qualitative analysis. Descriptive analysis was used to analyze the potential of agrotourism Bukit Flora and identify the main factors to give weight to the factors that we have setconsisting of strengths, opportunities, weaknesses and threats by comparing the rows and columns of each variable on internal factors (IFE) and external (EFE). While the use of qualitative analysis in the form of a SWOT analysis and SWOT matrix IE matrix is used to analyze the development of agrotourism strategy using analysisQSPM.IFE total weighted scores of 2.56 and 2.30 for EFE. Placing agro Bukit Flora is in cell V. Based on the results of the SWOT matrix analysis, it can be obtained by four alternative strategies that can be taken in the development of agro Bukit Flora. Based on the results QSPM matrix, the value of the attraction was highest at 3 strategy with the total amount of the appeal (TAS) was 6.26.

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Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM Kota Jambi

J-MAS (Jurnal Manajemen dan Sains) ◽

10.33087/jmas.v5i2.192 ◽

2020 ◽

Vol 5 (2) ◽

pp. 257

Author(s):

Efandri Agustian ◽

Indah Mutiara ◽

A Rozi

Keyword(s):

Factor Analysis ◽

Swot Analysis ◽

Small And Medium Enterprises ◽

Descriptive Analysis ◽

External Factors ◽

Analysis Technique ◽

Key Factor ◽

Fierce Competition ◽

Medium Enterprises ◽

Internal And External Factors

The development of information and technology causes fierce business competition, causing micro, small and medium enterprises (MSMEs) to be able to survive and compete for market share by implementing strategies, concepts and good management designs. Management is the key factor for success in the era of technology and information nowadays in order to create opportunities for its products. The purpose of this study is to determine the strengths, weaknesses, opportunities and threats, to compile IFAS (Internal Factor Analysis Summer) and EFAS (External Factor Analysis Summer) and to find out a good marketing strategy after analyzing with SWOT (Strength, Weakness, Opportunity, Threat). The phenomenon that exists, MSME entrepreneurs facing fierce competition is marked by the proliferation of products from outside the region. This study uses the SWOT analysis method to identify the company's internal and external factors. The data were collected through observation, interviews, and distribution of questionnaires to MSME entrepreneurs. The results of these studies as follow: (1) the results of the IFAS analysis are 4.00 that the position is very profitable for the company, in which the strongest factor in the internal company is guaranteed product quality. (2) The results of the EFAS analysis obtained a score of 2.66, in which this position is medium from the external factors of the company, in other words, there are still many companies that supposed to extend optimize opportunities to minimize existing threats. (3) The IE matrix results show the current average position of MSMEs in Quadrant 1, this is very profitable situation in which the company has excellent opportunities and strengths. The strategy that should be applied in this condition is to support policies development through activities: documentation, interviews and observations. The data analysis technique used content analysis (research documentation) and descriptive analysis.

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