scholarly journals Pengaruh Digital Influencer dan Intensitas Event Terhadap Tingkat Pengetahuan Khalayak di Instagram

2020 ◽  
Vol 10 (2) ◽  
pp. 19-29
Author(s):  
Debhora Krisna Cinditya P
Keyword(s):  
Social Media ◽  
Sales Promotion ◽  
Public Knowledge ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Test ◽  
Central Java ◽  
Activity Variable ◽  
Level Of Knowledge ◽  
Use Of Social Media

The rise of the use of social media Instagram triggers a microcelebrity phenomenon that makes Instagram social media an advertising space. Djarum 76 sees a new opportunity in carrying out promotional activities through Instagram to raise the potential of Djarum 76 target villages spread in Central Java and DIY in the 2019 period. This study aims to determine whether there is an influence between digital influencers on social media Instagram and intensity Festival Heppiii 76 roadshow event to the level of public knowledge about the potential of Djarum 76 fostered villages in Central Java Region 2019 period. This study uses theories of uses and gratifications, digital influencer concepts, events, level of knowledge, integrated marketing communication, sales promotion, and personal sales. This research uses an explanatory quantitative approach with a positivistic paradigm. The results showed the effect of digital influencer activity on the level of knowledge of 0.218. The influence of the intensity of the event off air on the level of knowledge of 0.34. Simultaneous test results show the F value of significance of 0,000, which means that together with the digital influencer activity variable and the intensity of off air events affect the level of public knowledge about the potential of the Djarum 76 Guided Village in Central Java in the 2019 period.

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.

scholarly journals Strategi Bauran Promosi dalam Sosialisasi Lagu Anak: Studi Kasus Album Penyanyi Cilik Naura

2017 ◽  
Vol 2 (1) ◽  
pp. 91-108
Author(s):  
Dwi Okta Renanda
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Promotion Strategy ◽  
Public Response ◽  
The Public ◽  
The People ◽  
Children's Songs ◽  
Use Of Social Media

Perkembangan lagu anak di Indonesia mengalami dinamika yang berbeda dari tahun ke tahun. Era 90-an merupakan puncak dimana lagu anak mendapat perhatian yang lebih dari masyarakat Indonesia. Namun kondisi tersebut berbeda dengan keadaan lagu anak sekarang. Sudah tidak banyak lagi penyanyi-penyanyi cilik yang tampil di televisi dan berkurangnya lagu-lagu yang sesuai untuk anak yang kaya akan pesan pendidikan dan nasionalis. Hal ini dikarenakan sudah tidak banyak label rekaman yang memberikan wadah bagi penyanyi cilik dan adanya anggapan bahwa lagu anak kurang laku. Objek penelitian ini adalah album penyanyi cilik Naura dengan topik strategi promosi dan sosialisasi lagu anak. Penelitian ini bertujuan untuk mengkaji strategi bauran promosi album penyanyi cilik Naura dan mengetahui tanggapan masyarakat terhadap album penyanyi cilik Naura. Pendekatan yang dilakukan dalam penelitian ini adalah metode kualitatif dengan data tambahan sebagai pelengkap dari data kuantitatif berupa pemaparan presentase. Data kualitatif didapat dari 3 orang narasumber dan data kualitatif diperoleh dari 34 responden yang merupakan followers Instagram Naura. Hasil yang diperoleh, manajemen Naura menggunakan semua alat bauran promosi, meliputi periklanan, promosi penjualan, publisitas, penjualan perseorangan dan pemasaran langsung. Sedangkan alat promosi utama yang digunakan adalah pemasaran langsung yang difokuskan pada penggunaan media sosial. Hal ini disebabkan karena mayoritas peggemar Naura adalah anak-anak dan remaja yang memiliki akun media sosial. The development of children's songs in Indonesia experienced different dynamics from year to year. The 90's is the peak where the children's song gets more attention from the people of Indonesia. But the condition is different from the state of the child's song now. There are not many singers-singers who appear on television and reduced the appropriate songs for children who are rich in educational and nationalist messages. This is because there are not many record labels that provide a container for the little singers and the assumption that the child's song is less salable.The object of this research is Naura little singer album with the topic of promotion strategy and socialization of children song. This study aims to examine the promotion mix strategy of Naura's little singer album and to know the public response to Naura's little singer album. The approach taken in this research is qualitative method with additional data as complement of quantitative data in the form of presentation of percentage. Qualitative data were obtained from 3 resource persons and qualitative data were obtained from 34 respondents who were followers Instagram Naura. The results obtained, Naura's management uses all promotional mix tools, including advertising, sales promotion, publicity, individual sales and direct marketing. While the main promotional tool used is direct marketing that is focused on the use of social media. This is because the majority of Naura's fans are children and adolescents who have social media accounts.

scholarly journals INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

2021 ◽  
Vol 9 (5) ◽  
pp. 1269-1273
Author(s):  
Eben Ezer ◽  
Keyword(s):  
Print Media ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Online Media ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Daily Newspaper ◽  
Media Globalization

In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.

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 Pengenalan Media Sosial Untuk Menciptakan Peluang Ekonomi di Karang Taruna Desa Panyirapan Kabupaten Serang

2021 ◽  
Vol 2 (2) ◽  
pp. 75-90
Author(s):  
Shanti Darmastuti ◽  
Mansur Juned ◽  
Syarif Ali ◽  
Jati Satrio
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Economic Benefits ◽  
Public Understanding ◽  
Integrated Marketing ◽  
Youth Organizations ◽  
Economic Opportunities ◽  
Basic Stage ◽  
Negative Impacts ◽  
Use Of Social Media

The use of social media is increasing in society. This increase is motivated by the need for social interaction and other activities that require effective and fast paced delivery. Social media is also used to support business needs in integrated marketing. The economic benefits of social media are important to understand so that people can optimally use social media to create economic opportunities. Other than the positive impact, social media can also have negative impacts. In this regard, social media has become an interesting topic in community service activities at the Youth Organizations in Panyirapan Village, Serang Regency. Although Karang Taruna members have used social media a lot, they still have not understood the positive and negative impacts of social media in detail. Therefore, introducing social media to this community is important to provide an understanding of the positive and negative impacts of social media and the economic opportunities of social media. This includes initial coordination, the formation of a Whatsapp group to facilitate communication between the team and participants, pretest, counseling, and observation. The community were taught about the definition, form, impact, and economic opportunities of social media. The outreach activities ran smoothly, and the participants were interested in the business opportunities that could be obtained from the use of social media. The participants were also interested in knowing more about strategies in using social media to create further economic opportunities. From the results of the activity, our team thinks that public understanding regarding the use and utilization of social media is still at the basic stage. Abstrak Penggunaan media sosial semakin meningkat di masyarakat. Peningkatan ini dilatarbelakangi oleh kebutuhan akan interaksi sosial serta kegiatan lain yang membutuhkan kecepatan maupun efesiensi. Media sosial juga digunakan untuk menunjang kebutuhan usaha dalam pemasaran terpadu. Manfaat ekonomi dari media sosial menjadi penting untuk dipahami sehingga masyarakat dapat secara optimal menggunakan media sosial untuk menciptakan peluang ekonomi. Di samping dampak positif ternyata media sosial juga dapat memberikan dampak negatif. Terkait dengan hal ini, media sosial menjadi topik menarik dalam kegiatan pengabdian masyarakat di Karang Taruna Desa Panyirapan, Kabupaten Serang.  Meskipun para anggota Karang Taruna sudah banyak menggunakan media sosial tetapi belum memahami dampak positif maupun dampak negatif dari media sosial secara detail. Oleh karena itu, pengabdian masyarakat terkait pengenalan media sosial menjadi penting untuk memberikan pemahaman tentang dampak positif dan negatif media sosial serta peluang ekonomi dari media sosial. Kegiatan yang dilaksanakan meliputi koordinasi awal, pembentukan grup Whatsapp untuk mempermudah komunikasi antara tim dengan peserta, pretest, penyuluhan serta observasi. Penyuluhan yang dilaksanakan dimulai dari definisi, bentuk, dampak serta peluang ekonomi dari media sosial. Kegiatan penyuluhan berjalan lancar dan para peserta tertarik dengan peluang bisnis yang bisa didapatkan dari penggunaan media sosial. Para peserta kegiatan juga tertarik untuk mengetahui lebih lanjut tentang strategi pemanfaatan media sosial dalam menciptakan peluang ekonomi lebih lanjut. Dari hasil kegiatan, tim pengabdi berpendapat bahwa pemahaman masyarakat terkait penggunaan dan pemanfaatan media sosial masih ada dalam tahap dasar. Kata Kunci: media sosial; dampak; manfaat;  ekonomi; karang taruna

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 KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

Sign in / Sign up

Export Citation Format

Share Document