scholarly journals The Effect of Integrated Marketing Communications and Service Quality on Purchase Decisions Mediated by Consumer Satisfaction in the Covid-19 Pandemic Era (Study at Maybank Finance Java Non Jabodetabek Area)

2021 ◽  
Vol 8 (4) ◽  
pp. 239-251
Author(s):  
Jimmy Yosal ◽  
P.M. Budi Haryono ◽  
Soegeng Wahyoedi
Keyword(s):  
Service Quality ◽  
Consumer Satisfaction ◽  
Marketing Communications ◽  
Survey Method ◽  
Path Coefficient ◽  
Purchase Decisions ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

This research is an explanatory research by applying the survey method, in which proposed to examine the effect of integrated marketing communication and service quality on purchase decisions mediated by consumer satisfaction at Maybank Finance, Java Area, Non Jabodetabek in the Covid-19 Pandemic Era. The sample of this research is 100 consumers who are new debtors who will do financing at Maybank Finance in the Java Region of the Non-jabodetabek area. Data obtained through questionnaires, that was spreaded to respondents who were selected by purposive sampling method. The analytical technique used in this study is the Structural Equation Model (SEM) using the SMARTPls 3 program. The results reveal that the direct influence of integrated marketing communication and service quality on consumer purchase decisions is no significant. The direct effect of consumer satisfaction on consumer purchase decisions is positive and significant, in which the path coefficient of 0.536 with a p value of 0.000. The results of the mediation effect test show that consumer satisfaction does not play a role in mediating the effect of integrated marketing communications on consumer purchase decisions. Consumer satisfaction plays a role in mediating the effect of service quality on purchase decisions.

scholarly journals VALUE ANALYSIS SERVICES THROUGH PUBLIC RELATIONS IN MARKETING, INTEGRATED MARKETING COMMUNICATIONS, AND IMAGE PERSONAL SATISFACTION TO IMPROVE THE COMMUNITY

2020 ◽  
Vol 1 (3) ◽  
pp. 368-387
Author(s):  
Bachtiar Sembiring
Keyword(s):  
Public Relations ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
West Java ◽  
Value Analysis ◽  
The People

The problem in this study is an indication of public dissatisfaction at the performance of West Java Provincial Parliament, it is seen from the aspiration slow implementation of the legislative function is less precise, long aspiration process, and less emotionally satisfying society. The purpose of this study was to investigate and analyze: The influence of public relations in marketing, integrated marketing communications, and personal image together against the value of service. The influence of public relations in the marketing, integrated marketing communication, personal image, and the value of service together to the satisfaction of the people. The method used is the method descriptive survey and explanatory survey method. The type of investigation used is causality, ie the type of research that suggested a causal relationship between the independent variable, in this case, the public relations in the marketing, integrated marketing communications, and image personal to the dependent variable, the value of community service and satisfaction. The unit of analysis of this research is the organization which meant Governmental Organization (NGO). While the unit of observation is the chairman/member of the NGO in West Java as many as 285 people. Managerial implications of this research is public relations in the marketing of which is reflected by the "solidify aspirations of the people" (X4), integrated marketing communication that is reflected by the "donation for the community" (X12), and the image of the person being reflected by the "power of orientation of the party" (X15 ) is proven to increase the value of the service which is reflected by the "valuable information" (Y3) with a contribution of 55%. Public relations in the marketing of which is reflected by the "solidify aspirations of the people" (X4), integrated marketing communication that is reflected by the "donation for the community" (X12), personal image that is reflected by the "power of party orientation" (X15)

scholarly journals Integrated marketing communications

10.12737/8184 ◽  
1905 ◽  
Author(s):  
Валерий Музыкант ◽  
Valyeriy Muzykant
Keyword(s):  
Legal Protection ◽  
Trade Mark ◽  
Target Audience ◽  
Marketing Communications ◽  
Special Focus ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Advertising And Promotion

The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.

Modeling Integrated Marketing Communications for SME Environments

2019 ◽  
pp. 69-98
Keyword(s):  
Empirical Study ◽  
Service Marketing ◽  
Communication Process ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
First Time

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

scholarly journals Integrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework

2020 ◽  
pp. 39-46
Keyword(s):  
Communication Theory ◽  
Heritage Tourism ◽  
Marketing Mix ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Review Of Literature ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Selection Of

Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.

scholarly journals Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi

2017 ◽  
Vol 13 (2) ◽  
pp. 253
Author(s):  
Rebekka Rismayanti
Keyword(s):  
Marketing Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Case Study Method ◽  
Depth Interview ◽  
Single Strategy

Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran

scholarly journals CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION

2018 ◽  
Vol 6 ◽  
pp. 478
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Conceptual Model ◽  
Marketing Communications ◽  
Retail Sector ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Food Retail ◽  
Product Consumption ◽  
Retail Chains

Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.

Embedding Virtual Reality and Artificial Intelligence in Integrated Marketing Communications

2020 ◽  
pp. 13-43
Author(s):  
Mónica Ferreira ◽  
Fábia Patrícia Fidalgo Fino
Keyword(s):  
Artificial Intelligence ◽  
Virtual Reality ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Current State ◽  
Managerial Implications ◽  
Over Time

Emerging technologies like Virtual Reality (VR) and Artificial Intelligence (AI) have been receiving much attention in the Marketing field as a new way to attract customers and enrich their experiences with brands. This chapter investigates the current state of these technologies in Business and discusses how the technologies are connected to the Integrated marketing communications. The chapter suggests several managerial implications on how to apply these technologies in an integrated marketing communication (IMC) plan. The conceptualization of VR and AI, further research, suggestions for further reading, Glossary of Virtual Reality Experiences, and IMC definitions over time are also provided.

scholarly journals STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) USAHA KEDAI SUSU MOM MILK UNTUK MENARIK MINAT KONSUMEN

2018 ◽  
Vol 13 (2) ◽  
pp. 167
Author(s):  
Firsto Rozi Kurniawan ◽  
Setyowati Setyowati ◽  
Hanifah Ihsaniyati
Keyword(s):  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Face ◽  
Marketing Activities ◽  
Asean Economic Community ◽  
Creativity And Innovation

<p>Abstract: This study aims to identify the activities of Integrated Marketing Communications Mom Milk in maintaining marketing activities and consumer interest. Then the strategy could be an alternative strategy for the other businesses in the face of the ASEAN Economic Community. The basic method used in this research is descriptive qualitative method. The location of this study purposively taking case study in Mom Milk considering that Mom Milk is milk bar businesses that are already using some of the activities of integrated marketing communications. Sources of data in this study is a resource, and field observations. Researchers collected data were interviews, records and documentation. Data analysis techniques in this study using an interactive model that consists of three basic components: data reduction, data presentation, and drawing conclusions with the verification to know each Integrated Marketing Communication activities carried out by Mom Milk. The results showed that the marketing communication activities conducted by Mom Milk is linked activities and support each other to inform Mom Milk to consumers. Each activity has functionality ranging from building awareness through radio advertising and magazine advertising, advertising to persuade consumers via the Internet and social media, and to maintain customer loyalty through the provision of incentives andprom  otion to its customers. Barriers faced by Mom Milk is the number of competitorsand people's lifestyles are highly volatile change. However, through creativity and innovation Milk Mom both of products and marketing styles, Mom Milk was never afraid to face it.</p><p>Abstrak: Penelitian ini bertujuan untuk mengindentifikasi kegiatan Integrated<br />Marketing Communications kedai Susu Mom Milk dalam mempertahankan kegiatan<br />pemasaran dan menarik minat konsumen. Kemudian strategi tersebut bisa menjadi<br />alternatif strategi bagi pelaku usaha lain dalam menghadapi ASEAN Economic<br />Community.Metode dasar yang digunakan dalam penelitian ini adalah metode<br />deskriptif kualitatif. Lokasi penelitian ini secara purposive mengambil studi kasus di<br />Mom Milk dengan pertimbangan bahwa Mom Milk merupakan usaha kedai susu yang<br />sudah menggunakan beberapa kegiatan komunikasi pemasaran terpadu. Sumber data<br />pada penelitian ini adalah narasumber, dan observasi lapangan. Peneliti<br />mengumpulkan data menggunakan teknik wawancara, pencatatan, dan dokumentasi.<br />Teknik analisis data dalam penelitian ini menggunakan model analisis interaktif yang<br />terdiri dari 3 komponen pokok yaitu reduksi data, sajian data, dan penarikan simpulan<br />dengan verifikasinya untuk mengetahui masing-masing kegiatan Integrated Marketing<br />Communication yang dilakukan oleh Mom Milk.Hasil penelitian menunjukkan bahwa<br />kegiatan komunikasi pemasaran yang dilakukan oleh Mom Milk merupakan kegiatan<br />yang saling berhubungan dan saling mendukung untuk menginformasikan Mom Milk<br />kepada para konsumen. Setiap kegiatan memiliki fungsi mulai dari membangun kesadaran melalui iklan radio dan iklan majalah, membujuk konsumen melalui<br />periklanan internet dan media social, dan untuk menjaga loyalitas konsumen melalui<br />pemberian insentif dan promosi kepada para konsumennya. Hambatan yang dihadapi<br />oleh Mom Milk adalah banyaknya pesaing dan gaya hidup masyarakat yang sangat<br />mudah berubah ubah. Namun melalui kreatifitas dan inovasi Mom Milk baik itu dari<br />produk maupun gaya pemasaran, Mom Milk tidak pernah takut untuk menghadapinya.</p>

scholarly journals Aktivitas Integrated Marketing Communications Terhadap Brand Image Untuk Industri Rokok Kelas Mild

2016 ◽  
Vol 9 (1) ◽  
Author(s):  
Mohamad Hadi Prasetyo
Keyword(s):  
Government Regulation ◽  
Brand Image ◽  
Public Awareness ◽  
Value Added ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Government

The cigarette industry in Indonesia has evolved from a traditional industry to be one of the important manufacturing sectors in terms of value added, employment and government revenue. On the other hand, aside from increasing social welfare, the government also has a moral responsibility particularly for raising public awareness of their health. Draft of Government Regulation regarding tobacco based-product as an addictive substance expressly prohibits the advertising, promotion and sponsorship of products containing tobacco. In the industry of mild class cigarette, the level of competition gets tighter where many cigarette companies conduct their integrated marketing communication activities in creative ways. This research is aimed at determining the effect of Integrated Marketing Communication variables on Brand Image of mild class cigarette companies in Bandung region. This research type is descriptive and verification research. The method used is survey descriptive method i.e collecting data on the research object by taking a sample of the population. Questionnaires are used as the principal means of collecting data. The positive coefficient shows that there is a positive relationship between the integrated marketing communications with brand image. As t count > t table (7.748> 1.965), H0 is rejected. Thus, it is found that there is a significant influence of integrated marketing communications on brand image.

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