scholarly journals Segmentasi Pasar dalam Komunikasi Pemasaran Islam

2021 ◽  
Vol 19 (2) ◽  
pp. 127-138
Author(s):  
Novan Hariansyah
Keyword(s):  
Marketing Research ◽  
Market Potential ◽  
Added Value ◽  
Marketing Communications ◽  
Target Market ◽  
Fear Appeal ◽  
Marketing Communication ◽  
Islamic Ethics ◽  
Sexual Appeal ◽  
Product Forms

Segmenting or often known as market segmentation is the act of classifying the market into groups with various categories. Sixty per cents (60%) of business failures are caused by failing to define the target market, their market potential, and failing to decide the right marketing concepts. Entrepreneurs tend to do more expansion in areas that they don't understand just because they are opportunists, making the most of people's fears and hesitancies. Marketing communication can be so powerful if it is combined with effective and efficient communication. For example, a communication on how to attract consumers or audiences to become aware, familiarized and interested in buying a product or service through communication channels. The current study is literatures study which analyses and thoroughly studies literatures to find data. In Islamic ethics, segmentation techniques in marketing communications are not justified using sexual appeal, emotional appeal, fear appeal, false testimony or pseudo-marketing research, or contribute to stupidity of mind and encourage overbuy. In the Islamic framework, these methods are unethical because they are used purely to exploit the basic instincts of consumers around the world with the aim of gaining profit and bigger market preys. In addition, Islamic ethics strictly prohibits stereotypes of women in advertising, and excessive use of "fantasy" either in product forms, services or other added value. Apart from innovation, Islamic marketing communication is also obliged to pay attention to efficiency. In order for marketing communications to be effective, we don't act on a whim. We can carry out marketing efficiency with high foresight to target markets that match the products and services we have.

A Cluster Analysis of Physician’s Values, Prescribing Behaviour and Attitudes towards Firms’ Marketing Communications

2010 ◽  
Vol 1 (4) ◽  
pp. 62-79 ◽  
Author(s):  
Despina Karayanni
Keyword(s):  
Quantitative Research ◽  
Response Rate ◽  
Personal Values ◽  
Marketing Research ◽  
Marketing Communications ◽  
Primary Data ◽  
Marketing Communication ◽  
Exploratory Research ◽  
Prescribing Behaviour ◽  
Prescription Behavior

In this paper, the authors present an exploratory research on the associations between physicians’ personal values with physicians’ prescribing criteria and preferred marketing communications. The research involved extant marketing research and primary data collection. The resulting quantitative research instrument was then administered to a sample of 69 physicians, yielding a 69% response rate. All but the demographic measures were tapped by 5-point scales and a series of factor and reliability analyses assessed unidimentionality and reliability of research constructs. A series of ANOVAs and Tukey tests depicted the differences among three clusters. Implications are that physicians’ personal values may be a meaningful basis of segmentation for the pharmaceutical market, and findings may be useful for both marketing strategy planners and researchers examining physicians’ prescription behavior and attitudes towards firms’ marketing communication efforts.

scholarly journals Penerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen

2021 ◽  
Vol 2 (1) ◽  
pp. 1-12
Author(s):  
Rima Rizki Syahputri ◽  
Nuri Aslami
Keyword(s):  
Public Relations ◽  
Brand Image ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Market Potential ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Product Image

In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase. Keywords: Marketing, Marketing Communication, Purchasing

scholarly journals DETERMINATION OF LEADING FISHERY PRODUCTSPESANTREN BASED USING FUZZY TOPSIS METHOD

2018 ◽  
Vol 9 (2) ◽  
pp. 53-64
Author(s):  
Ramli Ramli ◽  
Budi Setiawan ◽  
Imam Santoso ◽  
Siti Asmaul Mustaniroh
Keyword(s):  
Educational Institution ◽  
Fuzzy Topsis ◽  
Market Potential ◽  
Added Value ◽  
Target Market ◽  
Topsis Method ◽  
Potential Market ◽  
Fishery Products ◽  
Market Needs

Processed fishery products between one regions and other regions vary depending on the resources in the region which substantially increase added value for the fisheries sector as a whole. Thus the development of Processed fishery products in Situbondo Regency needs to pay attention to the potential of fishery resources and market potential in this region. Situbondo Regency is known as the city of santri because of the hundreds of pesantren with nearly one hundred thousand santri scattered in this area. Pesantren is a unique educational institution. One of the uniqueness is in the form of high militancy and fanaticism from santri, pesantren graduates, communities in pesantren and pesantren sympathizers. This high fanaticism can be converted into a potential market as a target market for processed fishery products at pesantren in Situbondo Regency. Therefore, a study is needed on the development of processed fishery products that can meet the market needs of pesantren in Situbondo. This research was conducted with the aim to determine of superior processed fishery products based on pesantren in Situbondo regency by using Fuzzy TOPSIS method, which is one of the fuzzy multi attribute methods for decision making. The results showed that superior processed fishery products based on pesantren in Situbondo regency were alternative A3 (squid crackers), processed fishery products of the next were alternative A1 (mixed fish crackers) and alternative A2 (tuna crackers).

scholarly journals Analysis Of Consumer Preferences For Marketing Communication Strategy On Sass And Co

2019 ◽  
Vol 1 (1) ◽  
pp. 1-8
Author(s):  
Nadya Sukmaaji ◽  
Sisca Eka Fitria
Keyword(s):  
Consumer Preferences ◽  
Direct Marketing ◽  
Industrial Sector ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Business Success ◽  
Target Market ◽  
Marketing Communication ◽  
The Right

The development of the creative industrial sector is able to contribute significantly to the national economy, one of which is fashion business. This is due to the phenomenon of fashion trends that gave birth to many business actors in the field of the fashion business. With so many fashion business players, fashion business competition will be more competitive that can impact on business success. One strategy that can be taken by business actors is product development, but according to modern marketing, it takes more than developing a product. Business actors need to apply various forms of communication in marketing so as to effectively reach and influence target markets through marketing communications strategies. Consumer preferences can be used to help the selection of the right marketing communications strategy as an effort to grab attention and influence the target market effectively in order to increase sales resultsThis study aims to determine consumer preferences of marketing communication strategy for Sass and Co. products. This study uses five marketing communication mix as variables or attributes and 16 sub-attributes. Sampling was done by Non-Probability Sampling method with a total of 400 respondents and using conjoint analysis technique. The results of this study show that the best combination of respondents is the marketing communication strategy using social media advertising, sales promotion by giving discounts, direct marketing through Shopee, word of mouth marketing using friend recommendation, and using personal sales through the offline store.

DETERMINAN NILAI PELANGGAN & IMPLIKASINYA TERHADAP LOYALITAS KONSUMEN DI BANK SYARIAH WILAYAH DKI JAKARTA

2019 ◽  
Vol 3 (2) ◽  
pp. 144-165
Author(s):  
Hanan Wihasto
Keyword(s):  
Product Quality ◽  
Customer Value ◽  
Distribution Channels ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Significant Positive Effect ◽  
Dominant Contribution ◽  
Positive Effect

The purpose of this study was to determine and analyze the effect of Marketing Communications on Customer Value. To know and analyze the influence of product quality on Customer Value. To know and analyze the influence of Distribution Channels for Customer Value. To know and analyze the effect of Marketing Communications, Product Quality and Distribution Channels together on Customer Value. To know and analyze the impact of the Consumer LoyaltyMarketing Communications. To know and analyze the influence of product quality on Consumer Loyalty. To know and analyze the influence of Distribution Channels for Consumer Loyalty. To know and analyze the effect on the Customer Value Customer Loyalty. To know and analyze the effect of Marketing Communications, Product Quality, Distribution Channels andCustomer Value jointly against Consumer Loyalty. The method used is survey method descriptive and explanatory survey with asample size of 435 respondents, as well as data analysis method used is SEM (Structural Equation Modelling) with LISREL 8.80. Based on the results of the study, then obtained the following findings: Marketing Communications positive and significant impact on Customer Value. Product quality and significant positive effect on Customer Value. Distribution Channels positive and significant impact on Customer Value. Marketing Communication, Product Quality and Distribution Channels simultaneously positive and significant impact on Customer Value. Partially Marketing Communications dominant contribution in influencing the Customer Value. Marketing Communications positive and significant impact on consumer loyalty. Product quality and significant positive effect on consumer loyalty. Distribution Channels positive and significant impact on consumer loyalty. Customer Value positive and significant impact on consumer loyalty. Marketing Communication, Product Quality, Distribution Channels and Customer Value simultaneously positive and significant impact on consumer loyalty. Partially Marketing Communications dominant contribution in influencing consumer loyalty.  

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 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 Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

scholarly journals PEMBERDAYAAN PAGUYUBAN BATIK PENDOPO DESA JARUM BERBASIS KOMUNIKASI PEMASARAN VIRTUAL DI ERA PANDEMI COVID-19

Dharma LPPM ◽  
2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Puji Lestari ◽  
Titik Kusumantini ◽  
Elisabet Isyana Rahayu ◽  
Devi Wening Astari ◽  
Muhammad Irfan
Keyword(s):  
Word Of Mouth ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Community Members ◽  
Very High ◽  
Made In

Virtual marketing communication is still something new for the Paguyuban Batik Pendopo Desa Jarum. Marketing is usually done only through word of mouth and occurs offline. However, due to the COVID-19 pandemic, tourist visits to Jarum Village have greatly decreased. Virtual-based marketing communications are needed to survive in this uncertain situation. With an association that accommodates UMKM, the potential to switch from conventional marketing communications to virtual marketing communications is very high. This service stage starts from discussions with community members of Paguyuban Batik Pendopo Desa Jarum, understanding community members about the importance of virtual marketing communication, assistance in making profile videos, assistance in making websites and blogs, and assistance in creating e-commerce accounts. The contribution made in this service is the assistance of the Paguyuban Batik Pendopo Desa Jarum in virtual marketing communications, especially in the era of the COVID-19 Pandemic.

scholarly journals Prepaid Electricity Marketing Communication Strategy at PT. PLN (Persero) Temanggung Customer Service Unit

2020 ◽  
Vol 5 (1) ◽  
pp. 47
Author(s):  
Muhammad Hasan Absori ◽  
Deni Ramdani
Keyword(s):  
Customer Service ◽  
Communication Channels ◽  
Electrical Energy ◽  
Communication Strategy ◽  
Qualitative Description ◽  
Target Market ◽  
Marketing Communication ◽  
Public Marketing ◽  
Service Unit ◽  
The Difference

<em>PT. PLN (Persero) is a provider of electrical energy services in Indonesia. Technological developments encourage the innovation of prepaid electricity programs in providing effective and efficient services to consumers. So marketing communication is one of the strategies used to introduce prepaid electricity products to the public. marketing communication is communication that is used to improve marketing strategies in expanding the target market segmentation. PT. PLN (Persero) Temanggung Customer Service Unit uses socialization techniques in delivering prepaid electricity programs to the Temanggung community. The purpose of this study was to determine the form of marketing communication channels used by PT. PLN (Persero) Temanggung Customer Service Unit to provide prepaid electricity program information to consumers in order to increase prepaid electricity usage in Temanggung. This study uses a qualitative description method. Research data obtained by interview and observation conducted at PT. PLN (Persero) Temanggung Customer Service Unit. In this study conducted with triagulation techniques. The research results of PT. PLN (Persero) Temanggung Customer Service Unit uses marketing communication channels in promoting prepaid electricity programs. The message delivered contains the difference between prepaid and postpaid electricity, benefits, token costs or electricity energy vouchers and how to purchase tokens on the prepaid electricity program.</em>

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