scholarly journals Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19

2021 ◽  
Vol 9 (1) ◽  
pp. 65-72
Author(s):  
Tsanaa Khenresta ◽  
Yonaz Salasa ◽  
Rani Chandra Oktaviani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Virtual Tour ◽  
Alternative Tactic ◽  
Qualitative Descriptive

This study discusses how the implementation of the marketing communication strategy of PT.  TWC on social media during the Covid-19 pandemic.  This study aims to understand the marketing communication strategy of PT.  TWC on social media and understand the tactics and alternative promos of PT.  TWC during the Covid-19 pandemic.  The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants.  In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT.  TWC is also using virtual tours as an alternative tactic to its marketing communication strategy   Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour

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

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.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

scholarly journals Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej

2021 ◽  
Vol 9 (2) ◽  
pp. 281-296
Author(s):  
Małgorzata Budzanowska-Drzewiecka
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Theoretical Discussion ◽  
Integrated Marketing ◽  
Ethical Challenges ◽  
Integrated Marketing Communication

The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

scholarly journals PEMANFAATAN e-WOM DALAM KEGIATAN KOMUNIKASI PEMASARAN PRODUK ES KRIM AICE

2020 ◽  
Vol 11 (1) ◽  
pp. 46-51
Author(s):  
IRAWATI SRI WULANDARI
Keyword(s):  
Market Research ◽  
Ice Cream ◽  
Communication Strategy ◽  
Relationship Building ◽  
Social Media Marketing ◽  
Consumer Trust ◽  
Marketing Communication ◽  
Brand Building ◽  
Qualitative Descriptive ◽  
Descriptive Approach

The growth of the ice cream industry in Indonesia is experiencing rapid progress since the last four years. Aice as a new producer in the Indonesian ice cream industry began to circulate in Indonesia since 2015. A number of certificates and awards obtained by Aice show that Aice is able to pursue and even surpass other brands that have long been circulating in the community.The purpose of this study is to describe the e-WOM activities conducted by Aice ice cream. This study uses a qualitative descriptive approach to describe how e-WOM activities carried out by Aice in an effort to gain consumer trust so that Aice is able to get the TOP Brand in 2019. This study found that the marketing communication strategy carried out by Aice ice cream uses e-WOM through Instagram @ aiceindonesia is done to fulfill the five general objectives of social media marketing, namely relationship building, brand building, publicity, promotions, and market research.

scholarly journals Communication Strategy In Agrotourism In Curup Village Rejang Lebong Regency Bengkulu

2018 ◽  
pp. 39-45
Author(s):  
Yuliati Yuliati
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Study Data ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Literature Study ◽  
Qualitative Descriptive ◽  
Data Validity

The purpose of this study was to determine the marketing strategy of agrotourism marketing, in the Curup village of Rejang Lebong Regency, Bengkulu, by using the concept of integrated marketing communication. Rejang Lebong Regency, Bengkulu, in the last two years, many new tourist spots have emerged with the concept of agrotourism whose management is still individual. The study was conducted using a qualitative descriptive approach. The informant selection uses purposive sampling technique. The data conclusion technique used is observation, interviews, and literature study. Data validity test used is source triangulation. The results of this study are that from the general condition of tourism in Rejang Lebong Regency has experienced development every year. Agrotourism potential in this area is very potential to be developed. The marketing communication strategy that has been carried out by agrotourism in the Rejang Lebong Regency of Bengkulu is by utilizing social media Facebook as a form of promotional activities. Facebook is a owned media, which is social media that is managed by agrotourism managers in the form of status posts, photos, videos, visitor testimonials and live broadcasts. But in Facebook management it is still not maximal, sometimes in a few months no information is posted on its Facebook status. This is because the management of agrotourism is still an individual, a family business and that manages only the owner, there are no employee..

scholarly journals ANALISIS STRATEGI KOMUNIKASI PEMASARAN (Studi Kasus Strategi Komunikasi Pemasaran Merchandise di Kedai Digital 8 Solo)

2019 ◽  
Vol 3 (01) ◽  
Author(s):  
Doni Mardiyanto ◽  
Giarti Giarti
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Direct Marketing ◽  
Secondary Data ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Analysis Technique ◽  
Qualitative Descriptive

This study aims to determine the marketing communication strategy in Kedai Digital 8 Solo in increasing sales of merchandise products. This study uses qualitative descriptive methods, namely research that seeks to describe or describe the object under study based on facts in the field. Data presented using primary data, secondary data through structured interviews, observations, and documentation relating to this study. The data analysis technique used in this study is qualitative data analysis. The results of this study indicate that the marketing communication strategy applied by Kedai Digital 8 Solo is advertising (advertising) and direct marketing (direct marketing). Advertising uses brochure media, banners / MMT and through social media. While direct marketing is done using media letters / proposals submitted to individuals and companies / agencies. Of the two strategies implemented, advertising through social media (online) is more routine because it is considered more effective and efficient. While direct marketing through media letters / proposals is carried out periodically at least once a year even rarely. Keywords: communication strategy, marketing, advertising

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Patanjali Ayurved Limited’s Skin Ailment Advertisement: What Have We Learnt?

2020 ◽  
pp. 231971452092517
Author(s):  
Vinod Kumar ◽  
Vandana ◽  
Moulik Wason
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Management Strategy ◽  
Communication Strategy ◽  
Negative Response ◽  
Young Generation ◽  
Marketing Communication ◽  
Print Advertisement ◽  
Dark Complexion ◽  
Media Channels

On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such as Twitter, online blogs, news sites, etc. Users of social media clearly expressed their unacceptance towards the content of the ad. PAL tried to pacify the crowd by sending their spokesperson’s reply on Twitter. Seeing the continuous negative response, Baba Ramdev, co-founder and brand ambassador of PAL, responded on the next day in order to bring the situation under control. In such a scenario, PAL is analysing the entire incident and planning to revisit its marketing communication strategy. PAL is thinking not only to avoid such a situation but also to devise a better crisis management strategy for the future.

scholarly journals Integrated Marketing Communication Bawean Island Tour

2018 ◽  
Vol 1 (1) ◽  
pp. 276
Author(s):  
Nur Maghfirah Aesthetika ◽  
Poppy Febriana
Keyword(s):  
Data Analysis ◽  
Descriptive Study ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Qualitative Descriptive ◽  
Depth Interviews

Bawean Island which is within the scope of Gresik Regency has the potential of nature, culture, and religiontourism. The natural resources that have this potential will develop if managed and promoted with an effective and efficient strategy. The purpose of this study to analyze the communication strategy used by the local government of Gresik Regency in promoting potential tourism in Bawean Island. In this qualitative descriptive study the primary data was obtained through in-depth interviews with the head of Departement of Culture Tourist Youth and Sport in Gresik. The questions in the interview related to Bawean Island tourism promotion strategic plan along with what has been done by related parties. Data analysis was performed using interactive techniques from Miles and Huberman. The results of this study show that the Department of Culture, Tourism, Youth, and Sports has not had a marketing strategy and implementation based Integrated Marketing Communications. The strategies and promotions that have been there are also still not running optimally.

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