scholarly journals INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

2021 ◽  
Vol 4 (15) ◽  
pp. 23-41
Author(s):  
Nahda Ihzaturrahma ◽  
Nurrani Kusumawati
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fashion Products ◽  
Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

scholarly journals Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation

2016 ◽  
Vol 11 (11) ◽  
pp. 94
Author(s):  
Ala’Eddin Mohammad Khalaf Ahmad
Keyword(s):  
Saudi Arabia ◽  
Cultural Values ◽  
Brand Image ◽  
Business Communication ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Bottom Line ◽  
Private Hospitals

This research aims to explore how integrated marketing communication (IMC) impacts on brand image in private hospitals in Saudi Arabia. A purposive sampling technique was used to recruit 290 patients in four different hospitals. This research showed that IMC dimensions (advertising, personal selling, public relations, and WOM) had a positive effect on brand image of the private hospitals, and only one dimension, represented by sales promotion, had no effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding IMC dimensions and brand image. The paper makes key recommendations towards adoption of IMC dimensions to develop and enhance the brand image of private hospitals in Saudi Arabia. re and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.

scholarly journals INTEGRATED MARKETING COMMUNICATION AND LOYALTY MODEL

2017 ◽  
Vol 2 (1) ◽  
pp. 245
Author(s):  
Roli Martin
Keyword(s):  
Fiber Optic ◽  
Brand Image ◽  
Sales Promotion ◽  
Survey Method ◽  
High Tech ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fiber Optic Network ◽  
Optic Network

The rapid development of information technology and telecommunications companies to encourage dynamic can innovate and create high-tech products. One of emerging technology is currently the technology of fiber optic networks. Where using� a fiber optic network so speed in accessing the internet could be faster and more stable. With some excess owned, fiber optic network also has some disadvantages. Some disadvantages include fiber optic network cables that easily break up and also the cost of expensive treatments. Because of this technology using a cable, then the terms of the program become obstacles for companies to be able to build the network on potential areas to be consumers or customers. With the limitations of the company engaged in is required to be able to market its products in order to make the network already built can be sold to the maximum. This research aims to analyze the influence of integrated marketing on customer loyalty and brand image as an intervening variable. This research was conducted in the city of Semarang with the population in this research is the whole industry customers telecommunication in Semarang city. Data obtained using a descriptive survey method that is explanatory by the number of respondents by as much as 90. Retrieval technique of sampling the sampling method using accidental. Results of the study indicate that Integrated Marketing Communication positive and significant effect against the Brand Image that implicates against loyalty. The results of this research also show going mediation by variable Brand Image so that the higher the Brand Image of a company they will make increasingly loyal customers. Loyalty or Loyalty can also be optimized through public relation activities and sales promotion are getting upgraded.Keywords : Integrated Marketing Communication, Brand Image, Loyalty

scholarly journals The Influence of IMC Implementation on the Brand Awareness of BLANJA.com

2021 ◽  
Vol 10 (1) ◽  
pp. 120-136
Author(s):  
Ulfa Dinyah Fitri ◽  
Haris Herdiansyah
Keyword(s):  
Digital Communication ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Research Approach ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Purposive Sampling

Integrated marketing communication continues to be an important issue to create brand awareness of a product. This study aims to identify the influence of the integrated marketing communication elements implementation towards the brand awareness of BLANJA.com. The method used in this research is quantitative with an explanatory research approach. Data were collected through online questionnaires spread to the BLANJA.com customers.  There were 121 respondents involved in this study who were selected using the purposive sampling technique. The analysis technique used was multiple regression using SPSS 25.0.  This research found that advertising, sales promotion, public relation, and digital communication had a significant influence simultaneously towards the brand awareness of BLANJA.com, with the Coefficient of Determination is 80,7%. Further, digital communication had the most considerable impact partially on the brand awareness of BLANJA. Public relations and advertising also had significant influences partially towards the brand awareness of BLANJA.com. Komunikasi marketing terintegrasi masih menjadi topik yang penting dalam kaitannya dengan kesadaran merek dari suatu produk. Tujuan dari riset ini adalah untuk mengidentifikasi pengaruh implementasi elemen dari komunikasi marketing terintegrasi terhadap kesadaran merek dari Blanja.com. Metode yang digunakan adalah metode kuantitatif eksplanatif. Data responden didapat dengan menggunakan kuisioner terhadap pelanggan BLANJA.com. Sample yang terlibat sebanyak 121 responden yang dipilih dengan teknik purposive sampling. Teknik analisis data menggunakan regresi berganda yang diolah dengan SPSS 25.0. Hasil riset menunjukkan bahwa terdapat pengaruh yang signifikan dari iklan, promosi penjualan, hubungan masyarakat dan komunikasi digital terhadap kesadaran merek dari BLANJA.com dengan determinasi pengaruh sebesar 80,7%. Dari keempat elemen tersebut, yang paling berpengaruh terhadap kesadaran merek dari BLANJA.com adalah komunikasi digital, diikuti selanjutnya dengan humas, iklan, dan promosi penjualan.

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 Online Shop “Youth_Millennial” dalam Meningkatkan Kesadaran Merek dan Penjualan

2021 ◽  
Vol 3 (2) ◽  
pp. 99
Author(s):  
Alifa Syafna ◽  
Anastasia Maria Sri Rejeki
Keyword(s):  
Personal Selling ◽  
Action Control ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Situation Analysis

Dunia fashion tidak pernah berhenti berputar sejak dulu dan terus meningkat hingga kini. Saat ini pasaran produk fashion tetap bergairah, khususnya pada brand clothing line yang memasarkan produknya melalui berbagai platform media sosial yang popular di kalangan generasi muda. Demikian pula yang terjadi pada merek clothing line Youth Millenial yang menyasar kaum muda. Berdasarkan hasil yang diteliti, Strategi Komunikasi Pmeasaran Youth Millenial ditujukan untuk meningkatkan brand awareness dan sales di kalangan anak muda melalui media sosial dengan menggunakan metode SOSTAC (Situation Analysis, Objective, Tactic, Action, Control) dan strategi IMC (Integrated Marketing Communication). Adapun strategi yang digunakan oleh Youth Millenial adalah: bazar, sales promotion, endorsement, kompetisi foto, dan personal selling.

scholarly journals Persepsi Pembentukan Brand Awareness dan Brand Image Melalui Penerapan Integrated Marketing Communication

2020 ◽  
Vol 12 (2) ◽  
pp. 9
Author(s):  
Evan Saktiendi ◽  
Indah Restu Fauziah
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

Perangkat komunikasi pemasaran yang semula terpisah-pisah dan menonjolkan kelebihan masing- masing, kini mulai menggabungkan kekuatan karena memahami pentingnya keterpaduan.Penelitian ini bertujuan untuk mengetahui proses pembentukan brand awareness dan brand image di benak konsumen dari penerapan Integrated Marketing Communication dan formulasi yang tepat dari Integrated Marketing Communication untuk membentuk brand awareness dan brand image integrated marketing communication pada produk sepatu Nike. Penelitian ini menggunakan pendekatan kualitatif berdasarkan pada kerangka pemikiran yang meliputi brand awareness, brand image dan integrated marketing communication dan paradigma studi kasus. Teknik pengumpulan data yang digunakan adalah observasi dan wawancara mendalam. Kesimpulan utama dalam penelitian ini adalah bahwa penerapan integrated marketing communication pada produk Nike diindikasikan dapat membangun kesadaran merek dan citra merek, yang pada akhirnya membangun ketertarikan calon konsumen untuk menggunakan produk Nike tersebut.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”

2021 ◽  
Vol 14 (1) ◽  
pp. 60
Author(s):  
Baharudin Noveriyanto
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Major Influence ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Financial Technology

Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation  dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC)  Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation  dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.

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