scholarly journals Event Marketing sebagai Bentuk Komunikasi Pemasaran Pemerintah Kabupaten Siak dalam Membentuk Brand Awareness "Siak the Truly Malay"

2019 ◽  
Vol 4 (2) ◽  
pp. 260-273
Author(s):  
Evawani Elysa Lubis ◽  
Nita Rimayanti ◽  
Rumyeni Rumyeni
Keyword(s):  
Market Segmentation ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Event Marketing ◽  
The Media ◽  
District Government ◽  
Regional Brand ◽  
The Government

Marketing Event is one of marketing communication strategy that carried out by the district government to make their district become a tourist destination, and to get the investors who can invest their capital in theirs district. Beside, through marketing communication strategy the marketing event also performed regional brand and establish brand awareness in the minds of tourists. Therefore, the Government of Siak regency being aggressively  promote their region by launching a regional brand that are “Siak The Truly Malay”, a slogan which reflected The Culture of Real Malay will be found in Siak. The purpose of this study want to analyze the determination of market segmentation is done by the Siak district government in implementing marketing communications strategies in build the brand awareness of the Siak The Truly Malay. The study also wants to understand that the marketing communication strategy in the form of marketing event which is undertaken by the Government of Siak in build the brand awareness and the media which used to promote the brand’s. The method which is used in the researches are qualitative, It’s is used five informants. The results of this study indicated that in unclear determination of market segmentation for tourists who are expected to visit Siak, meaning Siak District Government has not been able clearly identified their target market segments. While the strategy of marketing communication through marketing event which designed by Siak district government to build brand awareness 'Siak The Truly Malay' was not maximal because of the event is held not focus on culture only, but more to sporting events. The media which used to promote the event of 'Siak The Truly Malay' brand awareness  are television, internet media, billboards, bannersKeywords: Marketing Communication, Event Marketing, Brand Awareness

scholarly journals Marketing Communication of Golden Palace Hotel in Increasing the Number of Visitors after Lombok Earthquake

2019 ◽  
Vol 2 (3) ◽  
pp. 167
Author(s):  
Fitriah Zaid Al Amudi ◽  
Hartin Nur Khusnia ◽  
Agus Purbathin Hadi
Keyword(s):  
Study Data ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Economic Sectors ◽  
Physical Damage ◽  
Communication Services ◽  
The Media ◽  
Data Validity

Lombok earthquake in August 2018 affected physical damage and casualties. The earthquake also has an impact on the hotel industry as one of the regional economic sectors. Golden Palace Hotel is a hotel that is affected by physical damage resulting in a decrease in occupancy of hotel rooms so that the Golden Palace hotel wants to increase the number of visitors by making marketing strategies. This study aims to determine the marketing communication strategy of the Golden Palace Hotel in increasing the number of visitors after the Lombok earthquake. This study used descriptive qualitative method. Data collection techniques are done by interview, observation and documentation study. Data analysis used in this research is data reduction, data presentation, and conclusion drawing. The data validity test is done by triangulating sources and member checking. The results showed that the Golden Palace Hotel did the determination of communicators, making messages, determining the targets, choosing the media used and determining the desired goals based on the elements of communication and marketing communication services strategy.Keywords: Marketing Communications; Golden Palace Hotel; Lombok earthquake

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals Strategi Komunikasi Persuasif Dalam Menciptakan Masyarakat Sadar Wisata Di Kawasan Wisata Pantai Padang, Kota Padang

2017 ◽  
Vol 6 (1) ◽  
pp. 34-46
Author(s):  
Alna Hanana ◽  
Novi Elian ◽  
Revi Marta
Keyword(s):  
Personal Communication ◽  
Press Release ◽  
Communication Strategy ◽  
Persuasive Communication ◽  
Communication Media ◽  
Persuasive Messages ◽  
Good Government ◽  
The Media ◽  
The Government ◽  
Agent Of Change

Tourism is an important asset to regional income and a place of creativity promote the region characteristics. This study aims to analyze persuasive communication strategy conducted by Government, analyzing the communication barriers that occur in the process of forming a tourism conscious society, and purpose the mode of persuasive messages and effective communication media designed to build a tourism conscious society. This study uses a qualitative approach to get the facts from the symptoms that exist and seek information factually. The results show the main persuasive communication strategy undertaken by the government is forming a ‘pokdarwis’ (tourism awareness group). However, this strategy can still be used in various forms, such as: pokdarwis has not acted as an agent of change, unclear tasks distribution in pokdarwis group, un-maximized media, uncontinuity press release, and no synergy among stakeholders. A persuasive message form that can be designed to maximize this communication strategy can be a one-sided and two-sided message. The good government and groups that have been formed this hopefully can use the media consistently so that messages can reach various layers of society. Media that could be matches with the target audience were print media media, outdoor media, group communication media, personal communication channels and internet. Pariwisata merupakan asset yang sangat penting dalam menyumbang terhadap pendapatan daerah dan ajang kreativitas untuk memperkenalkan ciri khas daerah. Untuk itu, penting strategi komunikasi persuasif sebagai faktor penarik kunjungan wisatawan. Penelitian ini bertujuan menganalisis strategi komunikasi persuasif yang dilakukan oleh Pemerintah Kota Padang, hambatan komunikasi dalam proses pembentukan masyarakat sadar wisata, dan menawarkan pesan persuasif dan media komunikasi efektif yang dapat dirancang untuk membentuk masyarakat sadar wisata. Penelitian ini menggunakan pendekatan kualitatif untuk memperoleh fakta-fakta dari gejala-gejala yang ada dan mencari keterangan secara faktual. Hasil penelitian menunjukkan strategi komunikasi persuasif utama yang dilakukan oleh pemerintah berupa pembentukan pokdarwis (kelompok sadar wisata). Strategi ini masih menemui berbagai hambatan dalam pelaksanaannya, seperti: pokdarwis belum bertindak sebagai agent of change, tidak duduknya tugas di kelompok pokdarwis, media yang belum dimaksimalkan, tidak adanya kontinuitas press release, dan tidak adanya sinergi antar stakeholder. Bentuk pesan persuasif yang dapat dirancang untuk memaksimalkan strategi komunikasi ini bisa berupa one-side issue dan two-side issue message. Media yang cocok dengan target khalayaknya di antaranya media cetak, media luar ruang, media komunikasi kelompok, saluran komunikasi pribadi dan internet.

scholarly journals Communication Strategy in Promoting Cultural Tourism Destinations in Semarang City

2020 ◽  
Author(s):  
Marhanani Tri Astuti
Keyword(s):  
Local Governments ◽  
Public Affairs ◽  
Communication Strategy ◽  
City Government ◽  
Marketing Communication ◽  
City Branding ◽  
Communication Policy ◽  
Culinary Tourism ◽  
Tourism Destinations ◽  
The Government

The Semarang City Government seeks to raise awareness about Semarang City with a variety of marketing communication programs related to the tourism sector. This paper discusses the various communication strategies used, and the issuance of the decree of the Minister of Tourism Number KM.38 / UM.001 / MP / 2017 concerning the 10 (ten) Branding Logo of Indonesia’s Tourism Destinations. The government has set the branding logo for Bali, Bandung, Banyuwangi, Jakarta, Bunaken-Wakatobi-Raja Ampat, Yogyakarta-Solo-Semarang, Lombok, Makasar, Medan, Riau Islands tourism destinations. At the primary level of communication is an act of government policy (government / regulator) in disseminating and facilitating infrastructure and access to tourism, urban planning, culinary tourism zone policy and public areas. Furthermore, this primary communication the government (in this case the tourism office) has a role as the initiator of city branding and digital marketing. Secondary communication are carried out by stakeholders, in this case business people as enablers, local communities as accelerators, academics as conceivers in the context of city branding. Tertiary communication is related to interactions between layers of society and is strengthened by the media as a catalyst. Tertiary communication uses a forum or media involving stakeholders from the public, private and community dimensions systematically and sustainably, so that it is an implementation that can be realized in promoting culinary tourism destinations in the city of Semarang. The research method uses descriptive qualitative with SWOT analysis. Data collection techniques with interviews. Secondary data were obtained from the official website of the Semarang Regional Government, the official website of the Semarang Regional Tourism Office, the economic growth report from Bank Indonesia, the Semarang Regional Statistics Agency report. The study concludes that local governments metamorphose into balanced local governments that are customer-oriented and accountable to all stakeholders. City branding can be seen as a communication policy, because it is carried out by the government and with regard to public affairs. The communication strategy used by the Semarang City Government more specifically refers to the marketing communication strategy. Keywords: communication strategy, promotion, travel destinations, culinary..dance, paser tribe, treatment, mulung, magical

scholarly journals Upaya Pembentukan Brand Awareness di Dalam Negeri oleh Triple S

2018 ◽  
Vol 13 (1) ◽  
pp. 59
Author(s):  
Shamit Roidisom ◽  
Hanny Hafiar ◽  
Evi Novianti
Keyword(s):  
Qualitative Approach ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Marketing Communication ◽  
World Cup ◽  
Good Product ◽  
Local Product ◽  
The Subject ◽  
Better Than

<p>PT Triple S is known as sport kit factory in Indonesia, and specialist of soccer ball. PT Triple S has a good product, however the brand itself acknowledged internationally better than domestically. Brand awareness is built through marketing communication. Therefore, this case study inquiry is trying to identify the technique of creating brand awareness with marketing communication strategy by PT Sinjaraga Santika Sport (Triple S) in Indonesia. The goal of this research is to have knowledge of creating brand awareness technique using marketing communication by PT Sinjaraga Santika Sport (Triple S). This study is utilizing qualitative approach, constructivism paradigm and case study as form of study. The Subject were people who is implicated by brand awareness strategy of PT Triple S,  for instance employees and customer of  PT Triple S.The results of this research gave out that marketing communication is being done by PT Triple S in order to create brand awareness in Indonesia. But, the inhibition both internal obstacle (from the company itself) for example uncertainty of human resources’s skill on executing marketing communication strategy and external obstacle (Indonesian consumer stereotype that think import products are better than local product) has created the fact that brand of Triple S is acknowledged better internationally than domestically. As for the closure of this research: marketing communication strategies that successfully creates brand awareness internationally are their ball officially certified by FIFA, they also had an agreement and entered World Cup 1998. Meaanwhile marketing communication is also being donein Indonesia but the obstacles both internal and external  has caused a misfortune for PT Triple S in order to create brand awareness domestically.</p>

scholarly journals STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA PRODUK KULINER TRADISIONAL

2019 ◽  
Vol 1 (2) ◽  
pp. 141-149
Author(s):  
Ida Ri’aeni
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Online Store ◽  
Store Product ◽  
One Stop ◽  
The Media ◽  
Brand Promotion

Digital marketing communication strategy is a brand promotion activity that has been planned and arranged systematically.  Its strategy builds brand interaction within its users. This marketing strategy is also carried out by several traditional Cirebon culinary business people. The purpose of this study was to analyze the marketing communication strategy in the three producers of Cirebon savory sticky rice, namely: Ketan Gurih (Sticky Rice), Mrs. Yudi; Ketan Gurih Kamba’s Table, and Ketan Gurih Ny. Lany. The research method used is descriptive qualitative. The results showed that the digital marketing strategy carried out by traditional products was to build a one stop shopping image on offline stores by sorting out some products that could be sold online, innovating products with special flavors, building confidence in consumers that the product was trusted and legendary, also endorsement of mass media (through television culinary programs) and positive testimonials from consumers who have used the product. In addition to direct marketing in stores (offline) where producers open outlets, the media used in the marketing of this Cirebon savory sticky rice are Instagram, whatsapp, line, SMS / Phone and online store (tokopedia / bukalapak). In the online store, product descriptions are described that only hold 1-3 days, and advice on the use of expedition services (shipping) that arrive quickly so that the product is still awake and good for consumption. Abstrak Strategi komunikasi pemasaran digital adalah suatu kegiatan promosi merek yang sudah direncanakan dan disusun secara sistematis.  Strategi tersebut membangun interaksi merek dengan penggunaanya.  Strategi pemasaran ini juga dilakukan oleh beberapa pelaku usaha kuliner tradisional khas Cirebon. Tujuan penelitian ini untuk menganalisis strategi komunikasi pemasaran pada tiga produsen ketan gurih Cirebon yaitu: Ketan Bumbu Ibu Yudi, Ketan Gurih Kamba’s Table, Ketan Gurih Ny. Lany. Metode penelitian yang dilakukan adalah deskriptif kualitatif. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang dilakukan oleh produk tradisional ini yaitu membangun citra one stop shopping pada toko offline dengan memilah beberapa produk yang bisa dijual secara online, melakukan inovasi produk dengan citarasa khusus, membangun keyakinan terhadap konsumen bahwa produk terpercaya dan legendaris, juga melakukan endorsement media massa (melalui program kuliner televisi) serta testimoni positif dari konsumen yang sudah menggunakan produk tersebut. Selain pemasaran secara langsung di toko (offline) tempat produsen membuka gerai, media yang digunakan dalam pemasaran digital ketan gurih Cirebon ini adalah instagram, whatsapp, line, SMS/ Telpon dan toko online (tokopedia/bukalapak). Pada toko online tersebut, dijabarkan deskripsi produk yang hanya tahan 1-3 hari, dan saran penggunaan jasa ekspedisi (pengiriman) yang cepat tiba agar produk masih terjaga dan baik untuk dikonsumsi.

scholarly journals INFLUENCE OF REGULATION AND INFORMATION SYSTEMS ON ASSET MANAGEMENT IN THE GOVERNMENT OF EAST ACEH DISTRICT

2020 ◽  
Vol 9 (1) ◽  
pp. 10
Author(s):  
Iqlima Azhar ◽  
Safuridar Safuridar ◽  
Syardiansah Syardiansah
Keyword(s):  
Information Systems ◽  
Data Collection ◽  
Asset Management ◽  
Significant Relationship ◽  
Total Sample ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
District Government ◽  
The Government

This study aims to examine the effect of regulations and information systems on asset management in the East Aceh District Government. The research was carried out on employees of the goods section of the East Aceh District Government Offices. Data collection was carried out through primary data, namely by distributing questionnaires to each respondent. Determination of the sample used in this study is the census method with a total sample of 44 people. The results showed that there is a significant relationship between regulation and information systems on asset management. This is indicated by the coefficient of determination (R2) of 0.773 or 77.3% of asset management is influenced by regulations and information systems, while the remaining 23% is influenced by other variables outside of this study.

scholarly journals Peran Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran BRE Global (Studi Kasus BRE Global Edukasi dan Karir)

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 121
Author(s):  
Ivan Sebastian ◽  
Muhammad Adi Pribadi
Keyword(s):  
Global Education ◽  
Qualitative Methodology ◽  
Marketing Communication ◽  
School Graduate ◽  
Interactive Marketing ◽  
Learning Programs ◽  
The Media ◽  
The Government ◽  
Symbolic Interactions ◽  
Communication Planning

The large number of unemployed in Indonesia was mostly dominated by high school graduate and a university graduate. The government also encourages various breakthroughs, one of which is conducting training (training) or internships (internship) to improve human resources and employment. PT.BRE Global Education and career is a consultant engaged in the field of education, where the consultants will help find a way out and provide advice to prospective candidates who want to go abroad either to study or work through training and learning programs owned by companies through social media such as Facebook and Whatsapp as communication media. The author uses a qualitative methodology with strategies and case studies in this research. The purpose of this report is to find out and see how Symbolic Interactions play a role in marketing communication planning carried out by Educational Consultants from PT.BRE Global Education and Careers and the conclusions of this research BRE Global uses 4 stages in its marketing communication planning namely advertising, promotion, sales direct and interactive marketing through the media carried out between consultants and clients and then added to the 5 communication plans starting from Business Objectives, Strategy, Tactical, Monitoring where all stages contain Symbolic Interactions.Besarnya jumlah pengangguran di Indonesia sebagian besar didominasi oleh lulusan SMK, lulusan SMA, dan lulusan universitas. Pemerintah pun mendorong berbagai terobosan, salah satunya adalah melakukan pelatihan (training) atau magang (intership) untuk meningkatkan sumber daya manusia dan ketenaga kerjaan. PT.BRE Global Edukasi dan karir merupakan konsultan yang bergerak di bidang edukasi, dimana para konsultan akan membantu mencari jalan keluar dan memberikan saran kepada para calon kandidat yang ingin pergi ke luar negeri baik untuk belajar atau pun bekerja. Perusahaan memberikan program pelatihan dan pembelajaran melalui media sosial seperti Facebook dan Whatsapp sebagai media komunikasi. Penulis menggunakan metodologi kualitatif dengan strategi dan studi kasus dalam penelitian ini. Tujuan dari laporan ini adalah untuk mengetahui dan melihat bagaimana interaksi simbolik berperan dalam perencanaan komunikasi pemasaran yang dilakukan oleh Konsultan Edukasi dari PT.BRE Global Edukasi dan Karir. Kesimpulan dari penelitian ini BRE Global menggunakan empat tahapan dalam perencanaan komunikasi pemasarannya yaitu periklanan, promosi, penjualan langsung dan pemasaran interaktif melalui media yang dilakukan antara konsultan dengan klien lalu di tambah dengan 5 perencanaan komunikasi dimulai dari Tujuan Bisnis, Strategi, Taktis, Monitoring dimana seluruh tahapannya mengandung Interaksi Simbolik.

scholarly journals The Branding Impact on Charity Product Marketing Communication

2021 ◽  
Vol 18 (2) ◽  
pp. 459-472
Author(s):  
Hilarius Bambang Winarko ◽  
Lawrence Sa Benning ◽  
Sri Tunggul Pannindriya
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Association ◽  
Brand Credibility ◽  
Research Gap

This study aims to fill the research gap on millennial’s purchase attitude toward charity product in Youth of Indonesia (YoI) brand shoes which is promoted through social media. The research objective is to understand how branding elements affect the purchase intention of YoI shoes by using quantitative research method. There were 222 millennial valid respondents who are living in Jakarta metropolitan area participated in this research. The five brand elements are used as independent variables; they are brand awareness, perceived quality, brand association, brand loyalty, and brand credibility. Based-on the multiple linear regression output, it reports that brand awareness, perceived quality, and brand association do not have significant impact toward the millennial’s purchase intention. However, the brand loyalty and brand credibility give positive significant impact. Among others, the brand credibility is the most important factor that influence the millennial’s purchase intention as well as marketing communication strategy of this charity product.

scholarly journals The Policy of Bener Meriah Regency Government Model Initiation in Evaluating the Use of Village Development Funds

2020 ◽  
Vol 2 (1) ◽  
pp. 166-171
Author(s):  
Salawati ◽  
Praptining Sukowati ◽  
Sri Hartini Djatmikowati
Keyword(s):  
Development Planning ◽  
Government Organization ◽  
Policy Model ◽  
Improper Use ◽  
Additional Funding ◽  
District Government ◽  
The Government ◽  
The Village ◽  
Implementation Stage

Initiation is the policy of the Bener Meriah Regency Government to evaluate the use of funds in development at the village level so that the use of funds is more targeted. Considering the existence of the village as a government organization has certain authority to manage and regulate the residents in this matter, the village is at the forefront in achieving development success, it is necessary to have an evaluation to lead to improvement. The initiation policy in evaluating as a model or new breakthrough by the District Government of Bener Meriah how to give appreciation in the form of additional funding for villages that can manage the budget on time, on quality and on target. To implement the policy model, a legal umbrella has been prepared in the form of a Perbub. The research objective is to describe and analyze the initiation policy model of the Bener Meriah Regency Government in evaluating the use of village development funds and To find out and analyze the initiation policy model strategy carried out by the Bener Meriah Regency Government in evaluating the use of village development funds. The method is a procedure carried out to find out something using systematic steps, so in this study the researcher used a descriptive qualitative method to describe the initiation policy model in evaluating the use of village development funds. Determination of informants was carried out by purposive sampling, while data collection techniques through observation and interview. The results showed that the policy model of the initiation of the Bener Meriah Regency Government in evaluating the use of village development funds as a new breakthrough was born because it was based on the improper use of funds amidst the abundance of the budget given by the government. The initiation policy model strategy undertaken by the Bener Meriah Regency Government in evaluating the use of village development funds through musrembang which then enters the implementation stage through the link between the results of the development planning and implementation becomes an evaluation of the use of funds.

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