scholarly journals KOMUNIKASI PEMASARAN TOMCIR (ATOM KOCIR) DALAM MEMBANGUN EKSISTENSI SEBAGAI BRAND LOKAL CIREBON (Studi Deskriptif Kualitatif Komunikasi Pemasaran Pada TOMCIR (Atom Kocir) di Kota Cirebon)

Jurnal Signal ◽  
2019 ◽  
Vol 7 (1) ◽  
Author(s):  
Neva Rositasari ◽  
Nurudin Siraj ◽  
M Nuruzzaman
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Research Subjects ◽  
Research Results ◽  
Local Product ◽  
Qualitative Descriptive ◽  
The City ◽  
Customer Satisfaction And Loyalty

ABSTRAK Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi pemasaran yang dilakukan oleh Tomcir dalam membangun eksistensi sebagai brand lokal Cirebon dengan menggunakan metode kualitatif deskriptif. Objek penelitian ini adalah Tomcir (Atom Kocir) dengan akun media sosial Instagram Tomcir Bakpia’e Wong Cerbon. Subyek penelitiannya adalah orang-orang yang dapat memberikan informasi mengenai Tomcir (Atom Kocir) yaitu pemilik dan beberapa konsumen. Hasil penelitian menunjukkan bahwa Tomcir (Atom Kocir) mampu mempertahankan eksistensinya dan bersaing dengan kompetitor lain di kota cirebon. Pelayanan Tomcir mampu memberikan kepuasan dan loyalitas konsumen dan peningkatan penjualan yang diperoleh. Hasil penelitian diantaranya, 1) Bagaimana komunikasi pemasaran Tomcir (Atom Kocir) dalam membangun eksistensi sebagai brand lokal Cirebon. 2) Apa saja faktor pendukung dan penghambat komunikasi pemasaran Tomcir (Atom Kocir) sebagai brand lokal Cirebon. 3) Bagaiman upaya dalam meningkatkan penjualan Tomcir (Atom Kocir) agar tetap membangun eksistensi sebagai produk lokal. Kata kunci: Komunikasi pemasaran, promosi, Tomcir (Atom Kocir) ABSTRACT This study aims to find out how marketing communication conducted by Tomcir in building existence as a local Cirebon brand by using qualitative descriptive methods. The object of this research is Tomcir (Atomic Atomic) with Instagram social media account Tomcir Bakpia'e Wong Cirebon. The research subjects are people who can provide information about Tomcir (Atomic Atomic), namely the owner and several consumers. The results showed that Tomcir (Atomic Kocir) was able to maintain its existence and compete with other competitors in the city of Cirebon. Tomcir services are able to provide customer satisfaction and loyalty and increase sales obtained. Research results include 1) How Tomcir marketing communications (Atomic Kocir) in building existence as a Cirebon local brand. 2) What are the supporting factors and inhibitors of marketing communication Tomcir (Atomic Kocir) as a Cirebon local brand? 3) How is the effort to increase Tomcir sales (Atomic Atomic) in order to continue to build existence as a local product?                                                           Keywords: Marketing communication, promotion, Tomcir (Atom Kocir)

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

City Branding and the Power of Netnography in the Era of Social Media

2017 ◽  
pp. 202-225
Author(s):  
Tuğba Özbölük
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
User Generated Content ◽  
Marketing Communications ◽  
City Branding ◽  
Web 2.0 Tools ◽  
Challenges And Opportunities ◽  
Interactive Nature ◽  
Use Of Internet ◽  
The City

The development of Web 2.0 tools has changed the ways that cities communicate and build their brands. A growing number of travelers are influenced by user generated content, presenting a number of challenges and opportunities for city branding. This chapter will focus on the use of Internet and social media as international marketing communications techniques for cities and destinations. The chapter offers insights to city branding practitioners on how online city branding is carried out and suggests that using social media is an appropriate strategy to promote cities because of its participative and interactive nature. However, it is also emphasized that city branding practitioners should evaluate social media as an opportunity to get closer to customer, instead of a mechanism to be controlled. Exploring implications for practitioners, the chapter can be regarded as an important contribution to an area which is still fairly new and unexplored. The chapter also contributes to the city branding literature by introducing the use of netnography in city branding research.

Marketing Communication for Nonprofit Organizations

2021 ◽  
pp. 157-188
Author(s):  
Stacy Landreth Grau
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Paradigm Shifts ◽  
New Paradigm ◽  
Cause Related Marketing ◽  
Media Types ◽  
The Way

Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivocal. Social media has changed the way that all organizations are able to engage with their various stakeholders, and nonprofits are no different. The chapter also discusses how this new paradigm shifts control away from the organization and its various “customers” and why this is important to nonprofits. This chapter examines ways that the organization communicates with stakeholders and introduces the concepts of paid, owned, and earned (POE) media and how organizations can leverage each of these media types for a comprehensive marketing communications strategy. Additionally, this chapter discusses partner-level communications programs, such as cause-related marketing and cause branding, and includes considerations from the nonprofit perspective. Last, given the ubiquity of social media, the chapter includes a discussion of celebrity associations and how nonprofits can capitalize on these relationships.

Exploring the integration of social media within integrated marketing communication frameworks

2016 ◽  
Vol 34 (1) ◽  
pp. 19-40 ◽  
Author(s):  
Michael John Valos ◽  
Fatemeh Haji Habibi ◽  
Riza Casidy ◽  
Carl Barrie Driesener ◽  
Vanya Louise Maplestone
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Information Seeking ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Content Type ◽  
Service Channel ◽  
Senior Services ◽  
The Impact

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

scholarly journals Komunikasi Pemasaran Terpadu “Lemospirés Batik” dalam Menarik Minat Pembelian Konsumen

2019 ◽  
Vol 9 (1) ◽  
pp. 69-84
Author(s):  
Cindy Andita Kirana
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Research Data ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Distinctive Features ◽  
Qualitative Descriptive ◽  
Descriptive Approach

This article examines the marketing communication strategies used by Lemospirés Batik to attract consumer interest. This research uses a qualitative-descriptive approach. The research data were analyzed with the perspective of the marketing communication mix theory. The results of this study describe that the strategy taken by Lemospirés Batik to market and introduce its products is (1) the use of advertisements on social and non-social media, (2) organizing exhibitions to do direct marketing, (3) giving discounts and giveaways. to create sales promotions, (4) creating distinctive features on products that are part of personal selling, (5) using public relations to build relationships, and (6) using social media Instagram and Facebook to market products with the concept of storytelling.

scholarly journals Supporting the customer journey with digital instruments of marketing communications

2019 ◽  
Vol 53 (2) ◽  
pp. 109
Author(s):  
Ievgenii Ugolkov ◽  
Oleh Karyy
Keyword(s):  
Customer Satisfaction ◽  
Customer Experience ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Purchase Decision ◽  
Marketing Communication ◽  
Effective Management ◽  
Customer Journey ◽  
Map Design

<p>This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.</p>

scholarly journals PENGARUH BALIHO TERHADAP PILIHAN POLITIK MASYARAKAT KELAS MENENGAH PADA PILKADA DI KOTA MAKASSAR

REPRESENTAMEN ◽  
2019 ◽  
Vol 5 (02) ◽  
Author(s):  
Christine Purnamasari Andu ◽  
Sartika Dwi Hardiyanti
Keyword(s):  
Social Media ◽  
Middle Class ◽  
Research Result ◽  
Research Use ◽  
Political Choice ◽  
Class Society ◽  
Qualitative Descriptive ◽  
The City

The research aims to know and analyze (1) the effect of using ‘baliho’ towards political choice of middle class society in Makassar City, (2) the importance of using ‘baliho’ as promotional media for regional head candidates to middle class society in Makassar City, and (3) the response of middle class society towards use of ‘baliho’. This research use qualitative descriptive methods. There were 12 (twelve) informants as samples were interviewed and the results of these interviews were analyzed using several theories. The research result indicate that (1) political choice of middle class society not depends on ‘baliho’ because research result indicated that 50% of informants said that their political choice effected by track records, capabilities, and achievements of the candidates not just based on ‘baliho’, (2) according to interviewed with middle class informants indicated that 41.66% informants suggest that candidates are better to directly socialize to society meet them and interact to build two ways communications so both side can get to know each other, and 33.33% suggest candidates are better to use social media and television to promote themselves, (3) response of middle class society about the use of ‘baliho’ showed 83.33% said that ‘baliho’ was just annoying, dirty, untidy, spoil the view of the city, and will produce more waste.Keywords:  Baliho, Middle Class, Regional Head Election

scholarly journals Etika komunikasi dakwah: Studi terhadap video kajian Ustaz Abdul Somad tentang K-Pop dan Salib

2020 ◽  
Vol 40 (2) ◽  
pp. 101
Author(s):  
Amrina Rosyada
Keyword(s):  
Social Media ◽  
Code Of Ethics ◽  
Negative Response ◽  
Research Subjects ◽  
Video Footage ◽  
Video Lecture ◽  
Qualitative Descriptive ◽  
The Media ◽  
Descriptive Approach ◽  
Muslim Communities

<p>Ustaz Abdul Somad kembali menjadi sorotan khalayak karena dakwahnya yang kontroversial. Pada akhir Agustus 2019, video ceramah Ustaz Abdul Somad yang diunggah pada tahun 2016 yang berjudul “Hukum Melihat Salib” sempat viral di media sosial karena dianggap mengandung unsur Suku, Agama, Ras, dan Antargolongan (SARA). Video pendek yang berisi jawaban Ustaz Abdul Somad atas pertanyaan jamaah, mengandung konten yang menyinggung tentang salib sehingga menimbulkan respon negatif dari umat nonmuslim. Selain itu, ada video ceramah lain yang berjudul “Hukum Menonton Film Korea” yang juga menimbulkan respon negative bagi para penggemar KPop atau KPopers. Tulisan ini fokus pada bagaimana etika komunikasi dakwah Ustaz Abdul Somad yang dibangun berdasarkan perspektif Al Quran. Penelitian ini menggunakan pendekatan kualitatif-deskriptif. Subjek penelitiannya adalah dua video ceramah Ustaz Abdul Somad yang berjudul “Hukum menonton Film Korea” dan “Hukum Melihat Salib”. Sementara objek penelitian ini ialah retorika Ustaz Abdul Somad dalam video-video tersebut. Hasilnya, ceramah dalam kedua video tersebut mengandung prinsip etika komunikasi dalam Al Quran, dengan catatan ceramah tersebut dilakukan pada kelompok terbatas. Etika Al Quran yang dimaksud adalah prinsip bicara tegas dan jujur. Namun, jika dalam konteks media sosial yang bersifat general atau umum, maka pesan dakwahnya tidak sesuai dengan salah satu kode etik dakwah serta dinilai tidak efektif.</p><p> </p><p><em>Ustaz Abdul Somad returned to the media spotlight because of his preaching that triggered a negative response by other groups. At the end of August 2019, Ustaz Abdul Somad's video lecture uploaded in 2016 entitled "Hukum Melihat Salib" was viral on social media because it was considered to contain SARA elements. In the video footage, there is content that is offensive about the cross, giving rise to negative responses from non-Muslim communities. In addition, the lecture video entitled "Hukum Menonton Film Korea" also caused a negative response for KPopers. Therefore, this paper focuses on how the ethics of Ustaz Abdul Somad's missionary communication are built on the perspective of the Qur'an. This research uses a qualitative descriptive approach. His research subjects used Ustaz Abdul Somad's video lecture entitled "Hukum Menonton Film Korea" and "Hukum Melihat Salib". While the object of this research is the rhetoric of Ustad Abdul Somad in the videos. As a result, both videos contain ethical principles of communication in the Koran, if the lecture is aimed at a particular group. Unlike the case in social media that is universal (anyone, anytime and anywhere can be accessed), then the message of preaching is not </em><em>following</em><em> </em><em>one of the preaching code of ethics and has not been effective. </em></p>

scholarly journals CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19

2020 ◽  
Vol 15 (1) ◽  
pp. 81
Author(s):  
Dwi Nur Laela Fithriya
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Online Engagement ◽  
Tourism Sector ◽  
Qualitative Descriptive

The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat  dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara  pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.

scholarly journals DEVELOPMENT OF CORPORATE MARKETING COMMUNICATION (CMC) BRANDING MODEL IN IAIN TULUNGAGUNG: TOWARD THE ERA OF WORLD CLASS UNIVERSITY

2021 ◽  
Vol 5 (1) ◽  
pp. 115-128
Author(s):  
Agus Purwowidodo ◽  
Muhamad Yasin
Keyword(s):  
Higher Education ◽  
Academic Community ◽  
Internal Communication ◽  
Teaching Staff ◽  
Marketing Communication ◽  
Research Subjects ◽  
Corporate Marketing ◽  
Corporate Advertising ◽  
Qualitative Descriptive ◽  
The Government

The study describes and analyzes the use of corporate marketing communication strategies towards Higher Education at the international level. This study used a qualitative descriptive method, with the research site at IAIN Tulungagung. The research subjects are members of the academic community, teaching staff, education staff and stakeholders. The research period was for the 2018/2019 academic year. The results showed that the typology of the marketing or promotion model used collaboration between internal parties (academics, stakeholders) and external parties (institutions, channel partners, media, government, industrial bodies and institutions, the educational community and the general public). Its implementation uses corporate advertising, sponsorship, sales presentations, online activities, branding, corporate advertising, press releases, press conferences, events, and awards. The study implications deal with the increase in: (1) Higher Education Identity, Image, Reputation; (2) Higher Education Social Responsibility (CSR); (3) media relation effectiveness; (4) more efficient marketing communications; (5) the more intensive Internal Communication System; (6) investor relation improvement; (7) conducive relations with the Government, and (8) the reliability in overcoming crisis communication. These have an impact on improving the quality of IAIN Tulungagung toward the level of International Higher Education.

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