scholarly journals STRATEGI KOMUNIKASI PEMASARAN JAM TANGAN MATOA DALAM MENINGKATKAN BRAND AWARENESS

2020 ◽  
Vol 6 (1) ◽  
pp. 108
Author(s):  
Susanto Susanto ◽  
Afrina Sari
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Qualitative Method ◽  
Communication Strategies ◽  
Direct Marketing ◽  
Complete Information ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Structured Interviews

This research is about marketing communication strategies  by Matoa Watches in increasing brand awareness. Marketing communication conducted by Matoa is more focused on marketing communication activities on social media and internet but also done through advertising (advertising), exhibitions, publications, sales promotion and direct marketing to rise a brand awarenes.. In this research, researchers used a descriptive qualitative method with data collection techniques using in-depth semi-structured interviews to obtain complete information in accordance with what is needed by researchers. The conclusion from this study shows that every promotion mix undertaken by Matoa not only refers to increasing brand awareness to the community but there are several promotional mixes aimed at increasing sales such as sales promotion and direct marketing.Keywords: Marketing Communication Strategies, Intergrated Marketing Communication (IMC), Brand Awareness¸ Promotion 

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 PEMBERDAYAAN MARKETING COMMUNICATION PADA PERUSAHAAN GEMILANG LIMA JAYA

2019 ◽  
Vol 17 (2) ◽  
pp. 221
Author(s):  
Liliana Dewi ◽  
Tirza Natalia Saputro
Keyword(s):  
Qualitative Method ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Structured Interviews

Gemilang Lima Jaya (GLJ) has done such a word of mouth promotion, personal selling, sales promotion, and advertising. But in fact, GLJ generates sales is low due to lack of brand awareness on a sandal with a brand of NIMS. The purpose of this study was to evaluate communication marketing that can support GLJ’s brand awareness. This type of research is a qualitative method with semi structured interviews with GLJ’s consumers, CEO of GLJ, lecturers who supervise the project and experts, and documentation in collecting data. The results showed that (1) the overall that marketing communication applied in support of brand awareness GLJ is still not effective (2) factor marketing communication that supports brand awareness is advertising. (2) Advertising and personal selling GLJ yet effective, the need for evaluation in improvingInstagram such as posting the supporting images and increase the intensity of advertising. Personal selling by increasing design stand, do partnership, and doexhibition surveys. (3) Word of mouth and sales promotion has been running quite effectively. Still, Word of mouth needs evaluation by expanding markets outside the community. Sales Promotion is in compliance with the target market GLJ, yet still needs to be improved by offeringpromotional goods such as stamp and voucher.

scholarly journals Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 147
Author(s):  
Kevin Kevin ◽  
Sinta Paramita
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Case Study Method ◽  
Literature Study

Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

scholarly journals Faktor-faktor yang Memengaruhi Perilaku Konsumen dalam Bertransaksi di Media Sosial

2017 ◽  
Vol 1 (1) ◽  
pp. 95
Author(s):  
Irfan Aulia Syaiful ◽  
Anggit Verdaningrum Kumala Sari
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Data Collection ◽  
Qualitative Method ◽  
Target Market ◽  
Personal Factors ◽  
Data Collection Tool ◽  
Structured Interviews ◽  
Product Packaging ◽  
Language Selection

<p class="IABSTRAK"><strong>Abstract: </strong>This research is in the area of consumer behavior. Many of these factors can be confusing for company to map consumer behavior into its target market. Therefore, the purpose of this study was to determine the factors influencing consumer behavior transactions in social media. This research using qualitative method. Our subjects involved 5 consumers who make transactions in social media. Techniques of data collection is done by observation and structured interviews, while the data collection tool used as interview guides and recorder. Based on the results it was found that four of these factors influence consumer behavior in social media, in the cultural factors such as between consumers and sellers adjust to each other in the language selection, social factors such as testimonials, offer from a friend, how the seller described the product, personal factors such as convenience at shopping (even when in the bathroom), while psychological factors such as discounts, product packaging and delivery speed.</p><strong>Abstrak:</strong> Banyak faktor yang membingungkan perusahaan dalam memetakan perilaku konsumen yang menjadi targetnya. Penelitian ini berupaya menggambarkan faktor-faktor yang memengaruhi perilaku transaksi konsumen di media sosial. Metode yang digunakan adalah kualitatif yang melibatkan sebanyak 5 orang dengan karakter telah sering melakukan transaksi belanja lewat media sosial. Teknik pengambilan data dilakukan dengan observasi dan wawancara terstruktur. Hasil penelitian menunjuk­kan, ada tiga faktor yang me­me­ngaruhi perilaku konsumen di media sosial. <em>Pertama,</em> faktor budaya seperti antara kesesuaian bahasa antara konsumen dan penjual, faktor sosial seperti testimonial, tawaran dari teman, cara penjual mendeskripsikan produk. <em>Kedua,</em> faktor pribadi seperti kemudahan berbelanja. <em>Ketiga</em>, faktor psikologis seperti diskon, waktu pengiriman, dan pengemasan produk.

scholarly journals MARKETING COMMUNICATION STRATEGY OF HALAL TOURISM AROUND GUS DUR’S CEMETERY IN JOMBANG

2019 ◽  
Vol 4 (1) ◽  
pp. 1 ◽  
Author(s):  
Afifatur Rohimah ◽  
Mohammad Insan Romadhan
Keyword(s):  
Social Relationships ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Mapping Approach ◽  
Religious Tourism

This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement role, sales promotion, event enhancement, maximizing social relationships, social publicity, direct marketing with digital utilization, and growing good tourist image with the role of word of mouth. The marketing communication strategy that will be developed should refer to the concept of halal tourism; the so called Muslim-friendly environment. Throughout this marketing communication strategy, this will maximize the existence of religious tourism around Gus Dur’s cemetery both for local and international tourists.

scholarly journals Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal

2018 ◽  
Vol 6 (2) ◽  
pp. 160
Author(s):  
Umaimah Mulyono Wahid ◽  
Menati Fajar Rizki
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Brand Recall

Televisi lokal memerlukan upaya khusus untuk memperkenalkan brandnya. Brand televisi lokal, I Channel Bandung, menggunakan kekayaan budaya lokal untuk meningkatkan kesadaran penonton. Tujuan penelitian ini adalah untuk mengetahui proses peningkatan brand awareness televisi I Channel Bandung melalui acara budaya lokal “Sampurasun Cepot” dengan menggunakan teori komunikasi pemasaran Integrated Marketing Communication (IMC). Penelitian ini juga melihat tingkat brand awareness I Channel Bandung yang dicapai setelah menggunakan program acara “Sampurasun Cepot”. Teori yang digunakan penelitian ini, Integrated marketing communication Tuckwell serta teori tingkatan brand awareness dari Aaker. Penelitian berfokus pada implementasi enam elemen penting IMC yang dilakukan untuk meningkatkan brand I Channel Bandung yaitu melalui advertising, sales promotion, direct marketing, public relations, personal selling, dan event and sponsorship. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif intrinsik dan paradigma konstruktivis. Hasil penelitian ini menunjukkan bahwa komunikasi pemasaran terpadu dapat dikaitkan dengan penggunaan satu program acara budaya untuk meningkatkan brand awareness perusahaan. Penggunaan program acara wayang golek “Sampurasun Cepot” berhasil menarik penonton menjadi lebih sadar akan kehadiran televisi lokal ini. Brand awareness I Channel Bandung berhasil meningkat dan mencapai level brand recall di benak penonton. Namun faktanya, televisi lokal I Channel Bandung membutuhkan upaya marketing yang serius dan meningkat pemanfaatan media sosial sebagai alat promosi dan menambah kualitas dan jumlah sumber daya manusia.

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 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

scholarly journals Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 141
Author(s):  
Yenty Boentoro ◽  
Sinta Paramita ◽  
Sinta Paramita
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Communication Technology ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Business People ◽  
Coffee Shops

Development of communication technology is growing very rapidly especially social media.Social Media can be a new medium for business people to conduct marketing communication.In addition to the relatively cheaper advertising costs, social media can reach a wider audience.This research examines the marketing communication of Viral Marketing in creating a business brand awareness of SMES case studies Coffee Kwang Koan.The purpose of this research is to know the influence of digital word of mouth or exposure that influencers do on Instagram social media in creating brand awareness and its effect on the development of the general business.The research object consists of two ethnic coffee shops, Kedai Kwang Koan.This study used a descriptive qualitative method by conducting interviews with Johny Poluan as the owner as the main speaker and observing the visitors of the Kwang Koan coffee shop.Perkembangan teknologi komunikasi berkembang sangat pesat khususnya media sosial. Media sosial dapat menjadi medium baru bagi pelaku bisnis untuk melakukan komunikasi pemasaran. Selain biaya iklan yang relatif lebih murah, sosial media dapat menjangkau khalayak yang lebih luas. Penelitian ini mengkaji tentang komunikasi pemasaran Viral Marketing dalam menciptakan brand awareness bisnis UMKM studi kasus Kopi Kwang Koan. Tujuan penelitian ini untuk mengetahui pengaruh word of mouth digital atau exposure yang dilakukan influencer di media sosial instagram dalam menciptakan brand awareness dan efeknya terhadap perkembangan bisnis secara umum. Objek penelitian terdiri dari dua kedai kopi etnis yakni Kedai Kwang Koan. Penelitian ini menggunakan metode kualitatif secara deskriptif yaitu dengan melakukan wawancara terhadap Johny Poluan selaku pemilik sebagai narasumber utama dan melakukan pengamatan terhadap pengunjung Kedai Kopi Kwang Koan.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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