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

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

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2017 ◽  
pp. 1305-1328
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2016 ◽  
pp. 235-258 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA DARING TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 11 (2) ◽  
pp. 81
Author(s):  
Diana Fitriani
Keyword(s):  
Communication Strategies ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Online Media ◽  
Decision Variable ◽  
Marketing Communication ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Beta Coefficient

Research on the analysis of marketing strategies through online media in Pontianak through Facebook and Instagram. Quantitative related is used for the path analysis method and the application of SPSS V. 23.0 as a calculation tool. Respond 100 with a non-probability sampling technique that is unintentional. Communication strategies in research are lead to awareness, knowledge, passions, inclinations, beliefs and purchases. Based on this strategy, a positive and significant value is obtained in the decision making process. Marketing communication strategies through online media towards consumer purchasing decisions on culinary products marketed through Instagram and Facebook. The results of the study with a significance of 0,000 obtained a beta coefficient of 0.483. The significance of tcount <0.05 indicates that Ho was not accepted and thus received Ha. Explanation of the results of calculations in research gives a meaningful and positive marketing communication strategy to the product purchase decision variable through online media. It can be concluded that the strategies proposed have proven to be effective in winning diverse consumer dynamics

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 PERANCANGAN STRATEGI DIGITAL MARKETING COMMUNICATION BAGI INDUSTRI PERHOTELAN DALAM MENJAWAB TANTANGAN ERA POSMODERN

2020 ◽  
Vol 6 (01) ◽  
pp. 051
Author(s):  
Monika Teguh ◽  
Selvy Tri Ciawati
Keyword(s):  
Communication Strategies ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Access To Information ◽  
Information Distribution ◽  
Internet Users ◽  
Hospitality Sector ◽  
Website Features

ABSTRACT The development of consumer culture in the era of technology has a direct impact on business competition in the hospitality sector. To be in a superior position in winning the competition, it requires the implementation of strategic planning. With the significant growth of internet users, the hotel industry must make good use of the situation, namely promoting digital marketing communication strategies. The purpose of this research is to design a digital marketing communication strategy for the Golden Tulip Legacy Hotel in Surabaya to overcome the postmodern era challenges. The research method is descriptive qualitative. The study is focused on the website and Instagram design, because it is the main access to information distribution of the Golden Tulip Legacy Surabaya. The informants in this study are selected speakers based on criteria that fit the purpose of the study. The method of data collection is done by observation, interviews, and documentation. The results of this study are the design of innovative digital marketing communication strategies that can be made with a management calendar, content formulation system, updated website features, optimized Instagram, and following the latest trends. Keywords; marketing strategy, digital marketing communication, website, Instagram ABSTRAK Perkembangan budaya konsumen di era teknologi berdampak langsung pada persaingan bisnis di dalam bidang perhotelan. Untuk berada di posisi yang unggul dalam memenangkan persaingan, diperlukan adanya implementasi dari perencanaan yang strategis. Dengan pertumbuhan pengguna internet yang signifikan, industri hotel harus memanfaatkan keadaan dengan baik, yakni melakukan promosi dengan strategi digital marketing communication. Tujuan dari penelitian ini adalah untuk merancang strategi digital marketing communication bagi Hotel Golden Tulip Legacy Surabaya agar dapat menjawab tantangan pada era postmodern. Jenis penelitian yang digunakan adalah kualitatif deskriptif yang berfokus pada website dan Instagram karena merupakan akses penyaluran informasi utama Golden Tulip Legacy Surabaya. Informan dalam penelitian ini adalah narasumber yang terpilih berdasarkan kriteria yang sesuai dengan tujuan penelitian. Metode pengumpulan data dilakukan dengan observasi, wawancara, dan dokumentasi. Hasil penelitian ini adalah perancangan strategi digital marketing communication yang inovatif dapat dibuat dengan kalender pengelolaan, sistem perumusan konten, pembaharuan fitur website, pengoptimalan Instagram, dan mengikuti tren terkini. Kata kunci; strategi pemasaran, komunikasi pemasaran digital, website, Instagram

scholarly journals Strategi Komunikasi Pemasaran Hotel Kartika Graha Malang Dalam Meningkatkan Jumlah Pengunjung

2019 ◽  
Vol 1 (1) ◽  
pp. 18-24
Author(s):  
Peligia Ekalista ◽  
Willy Tri Hardianto
Keyword(s):  
Data Collection ◽  
Communication Strategies ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Product Price ◽  
Analysis Technique ◽  
Depth Interviews

Marketing Communication Strategy is a planning to consume products to targeted markets to achieve the company goals. Through marketing communication strategies, companies try to disseminate information, influence, persuade or remind the target market about a message of the company and its products to be accepted, buy the products offered by the company. This research used descriptive qualitative research. This research was conducted at Hotel Kartika Graha Malang, with a purposive sampling technique with data collection techniques. While the technique of data collection was done by observation, in-depth interviews, and documentation. The data analysis technique used data reduction, data presentation and conclusion withdrawing. The results of this study showed that Kartika Graha Hotel Malang used the IMC theory which implemented Marketing Commucation, Sales Promotion, and Marketing Event and also used the Kotler theory included the marketing mix with four P (4P) namely Product, Price, Place, and Promotion. While the supporting factors in marketing communication strategies were the solid and also the application of elements of marketing communication  maximally  and adequate products and facilities. The inhibiting factors in implementing the marketing communication strategy were the lack of human resources such as driver and technicians that caused clashes with other departments and also budget problems such as the late disbursement from the specified date.

scholarly journals PENETAPAN BRAND AMBASSADOR SEBAGAI UPAYA STRATEGI KOMUNIKASI PEMASARAN “RUANGGURU” DI ERA PANDEMI COVID-19

2021 ◽  
Vol 5 (1) ◽  
pp. 66
Author(s):  
Ni Putu Stiti Ayuningtyas ◽  
Ni Luh Putu Sariani ◽  
Desak Made Sukarnasih
Keyword(s):  
Communication Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
The Future ◽  
The Right ◽  
Brand Ambassadors ◽  
Selection Of

ABSTRAKKegiatan pembelajaran saat pandemi di Indonesia dilakukan secara daring. Perlu adanya dukungan media pembelajaran seperti yang disediakan oleh Ruang guru. Ruang guru merupakan penyedia media pembejaran yang bisa diakses menggunakan internet, sehingga memudahkan guru dan siswa saat proses belajar. Dengan persaingan yang terus bertumbuh, Ruang guru perlu memilih strategi komunikasi pemasaran yang tepat, salah satunya dengan menunjuk brand ambassador. Tahun 2021, telah dipilih lima brand ambassadors baru yang berasal dari kalangan artis. Pengabdian dilakukan untuk mengetahui perkembangan strategi komunikasi pemasaran Ruang guru melalui pemilihan brand ambassadors dan seperti apa respon masyarakat terkait hal tersebut. Metode pengabdian melalui proses tahapan, pelaksanaan, dan evaluasi. Diketahui bahwa masyarakat setuju akan terpilihnya brand ambassador Ruangguru 2021 dan dinilai mampu meningkatkan positif perusahaan. Teori strategi komunikasi pemasaran yang dilakukan adalah pull, push, dan profle strategies. Hasil akhir kegiatan PKL menunjukkan sebanyak 40 responden setuju atas pemilihan brand ambassador, diantaranya 28% memilih Prilly Latuconsina sebagai “ikon” Ruang guru paling sesuai. Selain itu, banyak pengguna yang setuju atas terpilihnya kelima brand ambassadors karena prestasi serta rekam jejak yang baik dari masing-masing brand ambassador. Saran yang dapat diberikan adalah kedepannya Ruang guru harus lebih meningkatkan kualitas konten dan lebih selektif memilih brand ambassador agar sesuai dengan visi dan misi perusahaan. Kata kunci: brand ambassador; pemasaran; ruang guru. ABSTRACTLearning activities during the pandemic in Indonesia are carried out online. There needs to be support for learning media such as those provided by Ruang guru. With the high rivalry in this industry, Ruangguru needs to choose the right marketing communication strategy, one of which is by appointing a brand ambassador. In 2021, five new brand ambassadors have been selected from among the artists. This community dedication held to know the effect of Ruang guru’s brand ambassadors and what’s public responses to it. The method is through a process of stages, implementation, and evaluation. The marketing communication strategies used are pull, push, and profile strategies. The final result showed that 40 respondents agreed with the selection of brand ambassadors and they be able to increase the company's positivity and of which 28% chose Prilly Latuconsina as the most compatible Ruang guru "icon". In addition, many users agree with the selection of the five brand ambassadors because of the achievements and good track records of each brand ambassador. Recommendations that can be given are that in the future Ruang guru should further improve the quality of content and be more selective in choosing brand ambassadors to fit in the company's vision and mission. Keywords: brand ambassador; marketing; ruang guru.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2018 ◽  
pp. 1234-1257
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

STRATEGI KOMUNIKASI PEMASARAN FRESHOES DALAM MENINGKATKAN JUMLAH KONSUMEN

REPRESENTAMEN ◽  
2018 ◽  
Vol 3 (02) ◽  
Author(s):  
Nikon Andalas Putra Nuryadin ◽  
Sri Andayani ◽  
Ute Chairus Nasution
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Communication Strategies ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Business World ◽  
Place Promotion ◽  
Depth Interviews

This research is of interest the authors of the independent small business world, which aims tofind marketing communications strategy Freshoes done in improving the consumer. The author usesdescriptive qualitative research that describes the marketing communications strategy do freshoes.The data collected to determine the marketing communication strategy using in-depth interviews andobservations of the owner Freshoes, employees as key informants and consumers as well as to test theinformant keabsahaan data. Results of the study also proves that the marketing communicationsstrategy to increase the number of consumers who do freshoes there are two things: first, the theory ofmarketing communication explains that marketers inform you as clearly as he explained the productsthat will be on offer to the target is the customer, the marketing mix (Place, Price, Place, promotion)of these four factors of marketing communication strategies to improve consumers is a factor ofPersonal Selling and promotion (promotion). Researchers recommend that marketing should bepropagated through other media such as social media Facebook and so forth and create your ownwebsite in order to facilitate the wider community.Keywords: Marketing Communications Strategy, Strategy in increasing customer

scholarly journals Marketing Communication Strategy of Kampoeng Heritage Kajoetangan Malang using SOSTAC Model

2021 ◽  
Vol 8 (6) ◽  
pp. 481-493
Author(s):  
Viola Fardhi Maghfira
Keyword(s):  
Information Technology ◽  
Word Of Mouth ◽  
Communication Strategies ◽  
Direct Marketing ◽  
Personal Selling ◽  
Communication Strategy ◽  
Tourist Attraction ◽  
Marketing Communication ◽  
Communication Tools ◽  
Descriptive Research

This study explores how marketing communication strategies in thematic villages are described with the SOSTAC model. This research aims to analyze the marketing communication strategy that has been carried out by Kampoeng Heritage Kajoetangan Malang using the SOSTAC Model. To achieve this objective, this study uses descriptive research, which means that this research describes systematic, factual, accurate from the data obtained and then analyzed to obtain the results needen in the study. The results showed that in the KJT village the marketing communication strategy that had been carried out had gone well using marketing communication tools such as publicity, direct marketing, personal selling, word of mouth to attract visitors. The focus of KJT for marketing communication strategies is image, tourist attraction, advances in information technology. The marketing communication strategy that shows the interest of Kampoeng Heritage Kajoetangan is dutch era buildings that are still well cared for and preserved to become a characteristic of Malang city which is identical to a heritage city.

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