scholarly journals Perancangan Brand dan Publisitas Padepokan Seni Topeng Asmorobangun untuk Meningkatkan Ekuitas Merek

2020 ◽  
Vol 1 (2) ◽  
pp. 100-117
Author(s):  
Aditya Nirwana ◽  
Etsa Astridya Setiyati
Keyword(s):  
Brand Equity ◽  
Corporate Identity ◽  
Marketing Mix ◽  
Brand Identity ◽  
Target Market ◽  
Marketing Communication ◽  
The People ◽  
The Many ◽  
Identity System ◽  
Visual Marketing

Wayang Topeng Malangan is a valuable cultural asset with various potentials for the development of the nation's character, but the many people in Malang are still unaware. Getting to understand the studio is the entrance for the people to understanding Wayang Topeng Malangan, one of which is Padepokan Seni Topeng Asmorobangun. The aim of this research is to obtain a visual marketing communication design in the form of Asmorobangun brand, that can increase brand equity, as well as marketing media that can become a medium of information for Malang city people to understanding Wayang Topeng Malangan. With a customer-based marketing strategy (STP), and marketing mix (4P), the results is is the concept of design in the form of 'millenial', progressive, democratic, popular, which in itself offers value in a more progressive form. With visualizations communicating those positions, it is expected to foster brand equity in the target market of young people (men and women) at 18-25 years old, attend high school or college, be educated, familiar with technology, internet, and popular culture. Visualization of the concept, obtained brand identity such as logo, corporate color, typography, photography, illustrations, and supporting elements, and all of that implemented at ; 1) Poster; 2) Roll Banner; 3) Stationery; 4) Social media advertising; 5) Business Cards; 6) Corporate Identity System (CIS); 2) Site; and 3) Photo Books.

scholarly journals The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

2019 ◽  
Vol 8 (11S2) ◽  
pp. 249-259
Keyword(s):  
Sri Lanka ◽  
Brand Equity ◽  
Survey Methodology ◽  
East Coast ◽  
Marketing Mix ◽  
Marketing Communication ◽  
Mediating Role ◽  
Physical Evidence ◽  
The People ◽  
Hotel Performance

The purpose of the study was to examine the effect of the elements of extended service marketing mix of the east coast hotels in Sri Lanka on the creation of the brand equity and how that brand equity plays a mediating role in customers’ response. The study was quantitative in nature. Survey methodology was adopted. 163 tourists arriving in Sri Lanka who stayed in the hotels in the East Coast of Sri Lanka were surveyed. The questionnaire was used to collect the data. Smart PLS 3 was used to analyze the data. Findings suggest that people, process, physical evidence and marketing communication elements have an effect on the brand equity and in turn positively influence the customer response towards the hotel. Findings also suggest that brand equity of these hotels is partially mediating between extended marketing mix elements and customer response to the hotels. However, marketing communication is not significantly contributing to brand equity. Hoteliers in the region can focus on the people, process and physical evidence to improve their hotel performance as it also contributes to the customer responses towards hotels.

scholarly journals Marketing Communication dan Brand Awareness

Humaniora ◽  
2012 ◽  
Vol 3 (1) ◽  
pp. 215
Author(s):  
Dominikus Tulasi
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Marketing Mix ◽  
Primary Objective ◽  
Customer Behavior ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Name ◽  
Basic Dimension ◽  
Effective Use

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.  

scholarly journals Implementasi Komunikasi Pemasaran Tentang Citra Merek Brizzi Sebagai Uang Elektronik PT. Bank Rakyat Indonesia, Tbk Cabang Kupang

2020 ◽  
Vol 9 (1) ◽  
pp. 1523-1532
Author(s):  
Alfonsius Efraim Dikky ◽  
Mas’Amah Mas'Amah ◽  
Silvania S.E. Mandaru
Keyword(s):  
Data Analysis ◽  
Customer Service ◽  
Brand Image ◽  
Analysis Data ◽  
Marketing Mix ◽  
City Government ◽  
Marketing Communication ◽  
Electronic Money ◽  
Product Price ◽  
The People

ABSTRAK Penelitian ini bertujuan untuk mengetahui implementasi komunikasi pemasaran tentang citra merek BRIZZI sebagai uang elektronik PT. Bank Rakyat Indonesia, Tbk. Cabang Kupang. Jenis penelitian ini adalah penelitian kualitatif dengan menggunakan metode deskriptif kualitatif. Teori yang digunakan adalah teori marketing mix, yang memiliki 4 unsur P : Product, Price, Place dan Promotion. Informan pada penelitian ini berjumlah 6 orang yang terdiri dari Asisten Menejer Pemasaran Dana BRI Cabang Kupang, Relationship Manajer BRI Cabang Kupang, Costumer Service BRI Cabang Kupang, Konsumen yang menggunakan BRIZZI dan  masyarakat yang tidak menggunakan BRIZZI. Teknik analisis data yang digunakan adalah analisis data kualitatif. Teknik pengumpulan data menggunakan observasi, wawancara dan dokumentasi. Hasil penelitian menunjukan bahwa PT. Bank Rakayat Indonesia, Tbk Cabang Kupang telah berupaya dalam memperkenalkan produk BRIZZI agar dapat dikenal oleh masyarakat Kota Kupang, dengan kegiatan yang dilakukan adalah menjadi sponshorship dalam turnamen Developmental Basketball League (DBL), program sosialisasi BRIZZI di instansi-instansi, bekerja sama dengan SPBU dan Pemerintah Kota Kupang, memuat iklan pada majalah, koran, radio, media sosial khususnya facebook dan instagram milik Bank BRI, dan mengedukasi masyarakat melalui media-media yang telah bekerja sama dengan Bank BRI Cabang Kupang. Penelitian ini juga menemukan faktor yang menghambat dalam pengenalan kartu BRIZZI kepada masyarakat Kota Kupang adalah kurangnya pengetahuan masyarakat tentang kegunaan dan fungsi dari BRIZZI dan juga BRIZZI tidak dilengkapi dengan PIN keamanan.   Kata Kunci : Komunikasi Pemasaran, BRIZZI, Branding, Brand Image   Implementation of Marketing Communication About BRIZZI Brand Image as Electronic Money PT. Bank Rakyat Indonesia, Tbk Kupang Branch ABSTRACT This study aims to determine the implementation of marketing communications about the BRIZZI brand image as electronic money of PT. Bank Rakyat Indonesia, Tbk. Kupang Branch. This type of research is a qualitative study using qualitative descriptive methods. The theory used is the marketing mix theory, which has 4 elements of P: Product, Price, Place and Promotion. Informants in this study amounted to 6 people consisting of Assistant Manager of BRI Branch Fund Marketing, BRI Branch Relationship Manager BRI Branch, Customer Service BRI Branch Kupang, , Consumers who use BRIZZI and people who do not use BRIZZI. The data analysis technique used is qualitative data analysis. Data collection techniques using observation, interviews and documentation. The results showed that PT. Bank Rakyat Indonesia, Tbk Kupang Branch has made an effort to introduce BRIZZI products to be known by the people of Kupang City, the activities carried out were to become sponsorships in the Developmental Basketball League (DBL) tournament, the BRIZZI socialization program in agencies, in collaboration with the SPBU and the Kupang City Government, placing advertisements on magazines, newspapers, radio, social media especially facebook and instagram owned by the Bank BRI, and educating the public through the media that has been working with BRI Bank Kupang Branch. This study also found that the inhibiting factor in the introduction of the BRIZZI card to the people of Kupang City was the lack of public knowledge about the use and function of BRIZZI and also that BRIZZI was not equipped with a security PIN. Keywords: Marketing Communication, BRIZZI, Branding, Brand Image

Brand Rejuvenation Design of Kecap Banteng

2020 ◽  
Vol 1 (1) ◽  
pp. 154-159
Author(s):  
Vincentia Audrey ◽  
Erwin Alfian
Keyword(s):  
Brand Equity ◽  
Brand Identity ◽  
Target Market ◽  
Business People ◽  
Local Product

Nowadays in this growing era, every company try to create innovative and creative things to attract millennials generation. Today situation makes business people try to reach millennials generation as their target market. Kecap Banteng is one of local product located in Cirebon, Indonesia. They had long history and still survive, even the rapid competition makes them almost collapsed in a few past years. Brand rejuvenation is one of branding activity to refresh old brand which is sick and almost die. The first strategy of brand rejuvenation is to refresh the brand identity to increase omset and income also refresh the brand equity of Kecap Banteng. Writer lift up this phenomenon and choose this topic with titled “Brand Rejuvenation Design of Kecap Banteng”. Writer hopes this brand rejuvenation could lift brand equity of Kecap Banteng in this era, compete with competitor and be the top-of-mind brand in Cirebon.

INOVASI MARKETING COMMUNICATION PRODUK GRAMEEN BANK UNTUK PEMBERDAYAAN KOMUNITAS WIRAUSAHA PEREMPUAN

2021 ◽  
Vol 6 (2) ◽  
pp. 145
Author(s):  
Nada Arina Romli ◽  
Dini Safitri ◽  
Prima Yustisia ◽  
Khairunnisa Rosdiani
Keyword(s):  
Symbolic Interaction ◽  
Participant Observation ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Target Market ◽  
Marketing Communication ◽  
Snowball Sampling ◽  
Structured Interviews ◽  
Grameen Bank ◽  
Digital Platforms

This study examines the case of the money marketing communication used by Islamic banks to promote Grameen Bank products. Grameen Bank is a form of financing model for providing capital by a bank to a group of people who have a lack of ability in terms of economics. This study aims to determine the marketing mix model used by BTPN Syariah in attracting the interest of the underprivileged community, especially for women to join the PMD program. This is achieved through qualitative research methods with a case study approach. In searching for data, the researcher conducted semi-structured interviews and passive participant observation. The sampling used in this research is snowball sampling. This study uses the basic theory of Symbolic Interaction proposed by George Herbert Mead. This research was conducted on women entrepreneur communities in Jatisampurna and Bantar Gebang. The results of this study are the concept of the marketing mix used, including events and experiences, namely by holding exhibitions and roadshows, world of mouth marketing, using opinion leaders and group meetings, sales promotion girls with sales promotions placed to foster business groups, and by installing advertisements both with print catalog ads (print out advertising) as well as advertisements with digital platforms on YouTube. The marketing strategy used focuses on offline, this is because the target market of Grameen Bank has not yet touched the digital platform. 

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

PENGARUH KEBUDAYAAN ASING DALAM PEMBENTUKAN RAGAM HIAS PELAMINAN NAREH PARIAMAN

CORAK ◽  
2013 ◽  
Vol 1 (2) ◽  
Author(s):  
Nofi Rahmanita
Keyword(s):  
Symbolic Meaning ◽  
The People ◽  
The Many ◽  
The Village

The Handicraft of embroidery “palaminan” in Nareh Pariaman is an old culture product which is used for social purposes. As the time goes, now, the “palaminan” is not only used by the king or noblesse. Right now, it has been used in mostly wedding parties of Minangkabau tradition. It is used as the seat of the bride groom and bride who are called king and queen for a day. Regarding this theme, when we see the several various of palaminan, it looks like been influenced by the Chinese and Hindi/Gujarat Custom. Such as phoenix 9(bird) and lion decorated at the “palaminan”, or for the Gujarat custom, there are embroidery with mirrors that decorate the palaminan. The mirror embroidered for the people of Nareh Pariaman has the meaning “suluah bendang” in the village. The art of embroidery palaminan Nareh Pariaman has many structures which are connected to each other. They can not be separated in each use. The structures are decorated by the many kinds of Minangkabau decoration. Most of the decorating comes from application of the Minangkabau’sphilosophy known as “alam takambang Jadi Guru”. The philosophy has symbolic meaning that contains some lessons about managing humans life, especially for people of Nareh Pariaman.Keywords: beyond culture, motif, pelaminan

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