scholarly journals PENGEMBANGAN PRODUK EKONOMI KREATIF KAIN SASIRANGAN DAN PENERAPAN STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN DAYA TARIK KOTA BANJARMASIN SEBAGAI DESTINASI PARIWISATA

2020 ◽  
Vol 6 (1) ◽  
pp. 12-25
Author(s):  
Kasypul Anwar Kasypul ◽  
Gt. Irhamni Gt. Irhamni
Keyword(s):  
Communication Strategies ◽  
Tourism Industry ◽  
Survey Method ◽  
Creative Economy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourism Destination ◽  
Independent Variable ◽  
The City

Abstract: The objectives of this research are (1) To find out, study and analyze the development of creative economy products in Sasirangan fabric in the city of Banjarmasin. (2) To find out, study and analyze the application of integrated marketing communication strategies in Sasirangan fabric creative economy products in Banjarmasin City. (3) To find out, study and analyze the attractiveness of the city of Banjarmasin as a tourism destination from the perspective of tourists. (4) To find out, study and analyze how much influence the sasirangan fabric creative economic product development and the application of integrated marketing communication strategies to the attractiveness of Banjarmasin City as a tourism destination. This study uses an explanatory survey method, because it will explain the relationship between the variables studied. While the type of relationship between variables used in this study is causality, that is, the independent variable / independent variable influences the dependent variable / dependent variable. the results showed that in general the integrated marketing communication strategy in the creative economy products in the City of Banjarmasin had been implemented well. This can be seen from the majority of respondents' answers that stated agreed with the questions asked. But of the four factors forming integrated marketing communication, aspects of public relations and publicity and advertising are the forming factors that have the most powerful role and have been implemented quite well. This means that as a whole the management of tourism and the creative economy tourism industry has conducted a series of promotions to introduce what is owned by all prospective tourists through various media.  Keywords: Product, Strategy, Marketing, Competitiveness.

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

The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry

2021 ◽  
pp. 255-267
Author(s):  
Albérico Travassos Rosário ◽  
Ricardo Gomes Raimundo ◽  
Rui Cruz
Keyword(s):  
Digital Technologies ◽  
Tourism Industry ◽  
Mobile Marketing ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Information And Communication ◽  
The One ◽  
The Impact

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of communication, marketing, and technology. It, therefore, gave rise to the concept of integrated marketing communication (IMC) that together with information and communication technology (ICT) could highlight tourist experiences. This literature review (LR) attempts to unveil how digital technologies determine marketing and communication in the tourism industry and, conversely, what industry areas should be targeted by those digital technologies. The study employs a scoping review approach based on a search of literature through the SCOPUS database. Ten articles were selected. On the one hand, this LR concludes that digital technologies are filling the gap concerning the needs of tourists through, for instance, mobile marketing. On the other hand, it discloses that digital technologies are essential for the tourism industry as it improves marketing communication by diverse means.

scholarly journals INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY

2020 ◽  
Vol 11 (10) ◽  
pp. 52-64
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Sampling Technique ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Hospitality And Tourism Industry ◽  
The Given

Communication with target prospects results in a cost to the company. In this highly competitive environment, all marketers work on cutting cost. They try to allocate their marketing budget very carefully to create brand equity and achieve their marketing objective within the given budget. The selection of integrated marketing communication tools has become a problematic task for marketers. This paper provides how the integration of digital and social media within integrated marketing communication helps to create brand equity of the hospitality and tourism industry in India. This paper also examines the effectiveness of each IMC tool to create brand equity. The nonprobability convenience sampling technique was used to gather opinions from 512 tourists of Himachal Pradesh state of India. The findings reveal that both social media and digital media are more effective than traditional IMC tools. The study also found that the efficiency of Modern IMC tools is better than traditional IMC tools. Smart PLS-SEM 3.0 software has been used to scrutinise data and validate the conceptual framework.

scholarly journals Komunikasi Pemasaran Destinasi Cagar Budaya di Kabupaten Lumajang

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Fauziyah Fauziyah ◽  
Sam Abede Pareno
Keyword(s):  
Cultural Heritage ◽  
Communication Theory ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourism Destination ◽  
Tourism Marketing ◽  
The Government ◽  
To Come ◽  
Great Potency

 Tourism is recently becoming excellent attraction for Indonesia development. Lots of Indonesia region have striven to develop its tourism destination in attracting more tourist, including Lumajang regency as one of potential destinations with several kinds of tourism object in East Java. One of those is the cultural heritage. Besides, culture and natural tourism object are something may not be missed. From these phenomenon, the writer would like to have research on topic Marketing Communication Cultural Tourism Destination In Lumajang District. It is based on great potency of cultural heritage in LumajangIn this research, the writer will apply qualitative method approach and integrated marketing communication theory. It is to understand the tourism marketing strategy of Lumajang cultural heritage. It is due to great potency of Archaeological sites in Lumajang which needs certain strategy in increasing the number of visitor.Tourism and Cultural Department of Lumajang as the manager needs to compile innovative and creative steps in marketing communication implementation. Tourism and Cultural Department of Lumajang, in fact, has not maximumly implemented that marketing communication at all. For intense, it concerns marketing target and even positioning which is so limited. It seriously will make government need to plan innovative marketing communication design and message as creative as possible. Therefore, I may influence tourist to visit Lumajang regency more. The results showed that the means of integrated marketing communication has not been applied as a whole so that required a very high commitment by the Government of Lumajang Regency, in this case the Department of Tourism and Culture of Lumajang Regency to apply it in an integrated manner in the years to come, in order to preserve the preservation Culture in Lumajang DistrictKeywords : Marketing Communication, Tourism Destination, Cultural Heritage   

scholarly journals PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN KOMITMEN TERHADAP LOYALITAS NASABAH

2018 ◽  
Author(s):  
Hasrul Siregar
Keyword(s):  
Customer Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Research Model ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Descriptive Research ◽  
Independent Variable ◽  
Quantitative Descriptive

This study aims to determine the effect of integrated marketing communication and commitment to customer loyalty deposits of PT Bank DBS Indonesia. The research method used is quantitative descriptive research. Data collection techniques with questionnaires. Population and sample in the study amounted to 112 respondents. The results of the discussion are explained that shows that integrated marketing communication and commitment have a positive and significant influence on customer loyalty deposits of PT Bank DBS Indonesia. The magnitude of the determination coefficient Adjusted R Square of 0.266 means that the independent variable consisting of integrated marketing communication and commitment can explain customer loyalty by 26.6% and the remaining 73.4% explained other variables not included in the research model, such as product quality, brand image , quality of service and so on.

scholarly journals Strategi Komunikasi Pemasaran Terpadu dalam Pengambilan Keputusan Konsumen di Bidang Jasa Pendidikan

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 423
Author(s):  
Feren Andrian Jasinta ◽  
Roswita Oktavianti
Keyword(s):  
Communication Strategies ◽  
Data Retrieval ◽  
Sales Promotion ◽  
Educational Services ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Education Services ◽  
Corporate Learning ◽  
Qualitative Approaches

Schools implement integrated marketing communication strategies to attract student candidates as consumers in selecting higher education services. Integrated marketing communication is a concept that involves six elements of personal communication, advertising, sales promotion, publicity and pr, corporate learning materials and corporate design. The study aims to recognize integrated marketing communication strategies in consumer decision making selecting educational services. The study uses a mixed method of quantitative and qualitative approaches. Quantitative data retrieval techniques using questionnaires to our new students at University Tarumanagara Academic year 2019/2020. Qualitative data retrieval techniques are done by interviews to students, pr and marketing. Studies have shown that students who chose educational services by a recommendation of 80,4%, a 10,3% promotion, publicity of 5.1%, 4.1% advertising. Meanwhile no student chooses education services from corporate learning and design. The dimension of recommendation comes with greater result because of parental factors. The dimension promotions are done by continuing to do exhibitions and scholarships. The dimension of advertising takes precedency to build image or branding. Finally the dimensions of publicity done by publicists in a way, actively uploading information on websites and social media. calon mahasiswa sebagai konsumen dalam memilih jasa pendidikan tinggi. Komunikasi pemasaran terpadu adalah sebuah konsep yang melibatkan enam elemen yaitu komunikasi personal, periklanan, promosi penjualan, publisitas dan humas, materi pembelajaran dan rancangan korporat. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran terpadu dalam pengambilan keputusan konsumen memilih jasa pendidikan. Penelitian ini menggunakan metode campuran yaitu pendekatan kuantitatif dan kualitatif. Teknik pengambilan data kuantitatif dengan cara melakukan penyebaran kuesioner kepada para mahasiswa baru di Universitas Tarumanagara Tahun Akademik 2019/2020. Teknik pengambilan data kualitatif dilakukan dengan cara wawancara kepada mahasiswa/i, humas dan marketing. Hasil penelitian menunjukkan bahwa mahasiswa yang memilih jasa pendidikan dari rekomendasi sebesar 80,4%, promosi 10,3%, publisitas 5,1%, iklan 4,1%. Sementara itu tidak ada mahasiswa yang memilih jasa pendidikan dari materi pembelajaran dan rancangan korporat. Dimensi rekomendasi mendapatkan hasil yang lebih besar karena faktor orang tua. Dimensi promosi dilakukan dengan cara terus melakukan pameran dan beasiswa. Dimensi iklan diutamakan untuk membangun citra atau branding. Terakhir dimensi publisitas yang dilakukan oleh humas dengan cara, aktif mengunggah informasi di website dan media sosial.

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