scholarly journals ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN PADA IKLAN DIGITAL DI INDONESIA

2020 ◽  
Vol 5 (1) ◽  
pp. 25-30
Author(s):  
Wanda Wandoko ◽  
Ignatius Enda Panggati
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Consumer Attitudes ◽  
The Internet ◽  
Marketing Communication ◽  
Research Model ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Model Framework ◽  
Antecedent Variable

In English, Marketing has now evolved from marketing that focuses on the concept of exchange to the concept of integrated marketing communication (IMC) or marketing communication that is integrated and focuses on relationships with consumers. The development of information technology and the internet plays a major role in the world of IMC, especially in the part of the advertising world, where technology information and the internet developed advertisements into digital advertisements. This study aims to create a research model as a solution to the problem of how to make consumer attitudes towards digital advertising in Indonesia more positive. This study raises consumer attitudes on digital advertising in Indonesia as variables that provide solutions, namely the entertainment (informational) variable, informativenes (informativeness), and credibility as the antecedent variable of consumer attitudes towards digital advertising (ATDID), and the purchase intention variable as an impact of consumer attitudes towards digital advertising. The results of this study are the research model framework, and the operationalization of variables that can be used to conduct quantitative research, with the aim of finding relationships between these variables, which can later be made as a reference in improving consumer attitudes towards digital advertising that are expected to increase buying intentions Dalam Bahasa Indonesia, Pemasaran saat ini telah berkembang dari pemasaran yang berfokus pada konsep pertukaran menjadi konsep integrated marketing communication (IMC) atau komunikasi marketing yang terintegrasi dan berfokus pada hubungan dengan konsumen perkembangan teknologi informasi dan internet berperan besar dalam dunia IMC, terutama dalam bagian dunia periklanan, dimana teknologi informasi dan internet mengembangkan iklan menjadi iklan digital. Penelitian ini bertujuan untuk membuat model penelitian sebagai solusi atas permasalahan bagaimana membuat sikap konsumen pada iklan digital di Indonesia menjadi lebih positif. Penelitian ini mengangkat sikap konsumen pada iklan digital di Indonesia sebagai variabel yang memberikan solusi, yaitu variabel entertainment (hiburan), informativenes (keinformatifan), dan credibility (kredibilitas) sebagai variabel anteseden dari Sikap konsumen terhadap iklan digital (ATDID), dan variabel niat membeli sebagai dampak dari Sikap konsumen terhadap iklan digital . Hasil dari penelitian ini adalah framework model penelitian, dan operasionalisasi variabel yang dapat digunakan untuk melakukan penelitian kuantitatif, dengan tujuan untuk mencari hubungan antara variabel tersebut, yang nantinya dapat dibuat sebagai acuan dalam meningkatkan sikap konsumen pada iklan digital yang diharapkan dapat meningkatkan intensi membeli.

scholarly journals ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN PADA IKLAN DIGITAL DI INDONESIA

2020 ◽  
Vol 5 (1) ◽  
pp. 25-30
Author(s):  
Wanda Wandoko ◽  
Ignatius Enda Panggati
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Consumer Attitudes ◽  
The Internet ◽  
Marketing Communication ◽  
Research Model ◽  
Integrated Marketing ◽  
Model Framework ◽  
Antecedent Variable ◽  
Informational Variable

Marketing has now evolved from marketing that focuses on the concept of exchange to the concept of integrated marketing communication (IMC) or marketing communication that is integrated and focuses on relationships with consumers. The development of information technology and the internet plays a major role in the world of IMC, especially in the part of the advertising world, where technology information and the internet developed advertisements into digital advertisements. This study aims to create a research model as a solution to the problem of how to make consumer attitudes towards digital advertising in Indonesia more positive. This study raises consumer attitudes on digital advertising in Indonesia as variables that provide solutions, namely the entertainment (informational) variable, informativenes (informativeness), and credibility as the antecedent variable of consumer attitudes towards digital advertising (ATDID), and the purchase intention variable as an impact of consumer attitudes towards digital advertising. The results of this study are the research model framework, and the operationalization of variables that can be used to conduct quantitative research, with the aim of finding relationships between these variables, which can later be made as a reference in improving consumer attitudes towards digital advertising that are expected to increase buying intentions.

scholarly journals Understanding Purchase Intention of Youth towards Cause Related Marketing

2020 ◽  
Vol 9 (4S) ◽  
pp. 146-150
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Analysis Data ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Cause Related Marketing ◽  
Marketing Function ◽  
Communication Space ◽  
The Impact

Originality/Research need:Transformation is the key for the success of any business today. The marketing function cannot be an exception and we see the adoption of a new trends in the integrated marketing communication space. Cause Related Marketing (CRM) is one such methodology which gives a chance to do something for society. This gives marketers a choice for connecting and engaging with consumers at their convenience since cause related marketing gives satisfaction to consumer, makes it fascinating and also enhances brand engagement. Limited research has been done in the area of cause related marketing and what factors influence the purchase intention Objective of the study: Hence the objective of this study is to determine the factors which influence the purchase intention towards cause related marketing products. Methodology: The researcher has used quantitative research methodology for this study. A structured questionnaire was circulated to the experimental group in order to gather their opinion and was the source of primary data for the analysis. Data analysis was done using statistical methods. Implications of the study: The study will prove helpful to academicians, managers and for companies by providing insights into the impact of using cause related marketing for advertising or marketing communication purpose.

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 Network Analysis of Cooperation in Tourism Destinations

2015 ◽  
Vol 4 (1) ◽  
pp. 26-44 ◽  
Author(s):  
Tomáš Gajdošík
Keyword(s):  
Network Analysis ◽  
Product Development ◽  
Quantitative Research ◽  
Marketing Communication ◽  
Cooperative Behaviour ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourism Destinations ◽  
The High Tatras

Abstract Globalisation on the tourism market causes that the competition is not formed only between stakeholders in a destination, but more and more it is created among destinations. Therefore tourism stakeholders in a destination have to act together and cooperate. The cooperative behaviour of destination stakeholders is seen as a main prerequisite of applying the cooperative destination management, which influences the competitiveness of destination on tourism market. The aim of the paper is to analyse and measure cooperation of stakeholders in the selected destinations in Slovakia and Switzerland and to show the contribution of the network analysis to the quantitative research in tourism destinations. The article presents the network analysis of cooperation in product development and integrated marketing communication in the High Tatras, Liptov, Davos - Klosters and Engadin St. Moritz. The measurement of the cooperative behaviour helps to better understand the problems of cooperative destination management and creates a tool for comparing the destinations.

scholarly journals ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

2015 ◽  
Vol 10 (2) ◽  
Author(s):  
Sanja Bijakšić ◽  
Brano Markić ◽  
Arnela Bevanda
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
The Internet ◽  
Marketing Communication ◽  
Young Population ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Chi Square

Integrated Marketing Communication  is both the system and the process of development and implementation of multiple forms of communication with the market. Its  long-term goal is to strengthen relations  with the  current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have  influence on the behaviour of customers  in order to  shape and change their views and opinions. The marketing communication mix  consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study  analyzes the attitudes and opinions of  young population regarding  the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.

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.

Managing the Integrated Online Marketing Communication

2011 ◽  
pp. 2517-2524
Author(s):  
Calin Gurau
Keyword(s):  
Theoretical Model ◽  
Online Marketing ◽  
Primary Data ◽  
The Internet ◽  
Marketing Communication ◽  
Online Environment ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Face To Face ◽  
Absolute Requirement

This chapter investigates the particularities of integrated marketing communication in the online environment. The study starts from the premise that the specific characteristics of the Internet transform the application of IMC principles from an alternative option to an absolute requirement for online organizations. Based on the analysis of the specific characteristics of the online environment and audiences, and on the primary data collected through face-to-face interviews with 19 marketing or communication managers of UK consumer retail firms, this article explores the opportunities and requirements for implementing integrated online marketing communication, proposing a theoretical model of that can be adopted by Internet-active organizations.

scholarly journals Building Corporate Image Through Integrated Marketing Communication and Service Quality on Islamic Bank in Bandung

2019 ◽  
Vol 3 (1) ◽  
pp. 1-10
Author(s):  
Resanti Lestari ◽  
Yuyun Ratna ◽  
Vina Anggilia
Keyword(s):  
Service Quality ◽  
Quantitative Research ◽  
Strong Relationship ◽  
Corporate Image ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Image Model ◽  
Islamic Bank

Purposes. Aim of this research is to examines the effect of integrated marketing communications and Service Quality to the company 's image in Islamic banks in Bandung.Design/methodology/approach.This study is conducted in Bandung city and using Quantitative research design.The purpose of this study is to understand the perception of respondents towards their experience about corporate image in Islamic banking. this study were obtained by distributing  survey questionnaire to a sample of 50 Owner Bank Syariahiness Enterprise in Bandung.  Study assigned with purposive sampling which is particuar individuals are chossen with the characteristic relevant to the study who are thought will be most informative. Data analysis has been used Path Analysis. Findings this research. Corporate Image model on Islamic Bank in Indonesia is formed by performance of marketing communications and Service Quality. The second conclusion is Based on empirical evidence that obtained a correlation coefficient of 0.801, This shows that there is a very strong relationship between Integrated Marketing Communication and Service Quality simultaneously on Company Image. Coefficient determination for this model gained 0.641, this shows that Integrated Marketing Communication and Service Quality have an effect of 64.1% on Company Image, while the remaining 35.9% is explained by other things. F test is 41,957, this shows that simultaneously there is a significant influence between Integrated Marketing Communication and Service Quality on Company Image. And partialy the Integrated Marketing Communication variables directly affect of 62,1%. While the direct influence of Service Quality on the Company's image is 28,6%. Conclussion There are two conclusions of this study, the first is Model of the company's image is affected by marketing communications and service quality. The second conclusion Integrated Marketing Communication and Service Quality have an effect both partially and simultaneously on corporate image.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

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.

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