scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

scholarly journals Strategi Pemasaran TVRI dalam Menaikkan Brand Image

2020 ◽  
Vol 2 (1) ◽  
pp. 67-79
Author(s):  
Christina .
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Research Method ◽  
Brand Image ◽  
Secondary Data ◽  
Digital Marketing ◽  
Public Broadcasting ◽  
The Public ◽  
Effective Media

Televisi Republik Indonesia (TVRI) is a state television. Since its establishment on August 24, 1962, TVRI has indeed experienced various phases in its life. Through Law No.32 of 2002 concerning Broadcasting, TVRI was established as a Public Broadcasting Institution (LPP). LPP is a broadcasting institution in the form of a legal entity established by the state, independent, neutral, non-commercial and functions to provide services for the benefit of the community. At present, TVRI has changed its Director since March 2018 namely Helmi Yahya, known as the King of Quiz. With the new Managing Director, TVRI began many enthusiasts who watched with new faces and more interesting programs. This research uses a qualitative research method, and is descriptive in nature which will later explain the marketing strategy of TVRI which has begun to attract the public and an increase in rating and audience share. This study uses interview techniques and data collection from social media and the internet as well as journals, books as primary and secondary data. The marketing strategy undertaken by TVRI includes five rebranding media including channel branding packages, promo on air, news packages, social media, and off air promotions. Of all the rebranding media, the most effective media is social media because aside from being a new media or digital marketing, it can reach all people, both TVRI viewers and private TV viewers

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

scholarly journals STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA PRODUK KULINER TRADISIONAL

2019 ◽  
Vol 1 (2) ◽  
pp. 141-149
Author(s):  
Ida Ri’aeni
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Online Store ◽  
Store Product ◽  
One Stop ◽  
The Media ◽  
Brand Promotion

Digital marketing communication strategy is a brand promotion activity that has been planned and arranged systematically.  Its strategy builds brand interaction within its users. This marketing strategy is also carried out by several traditional Cirebon culinary business people. The purpose of this study was to analyze the marketing communication strategy in the three producers of Cirebon savory sticky rice, namely: Ketan Gurih (Sticky Rice), Mrs. Yudi; Ketan Gurih Kamba’s Table, and Ketan Gurih Ny. Lany. The research method used is descriptive qualitative. The results showed that the digital marketing strategy carried out by traditional products was to build a one stop shopping image on offline stores by sorting out some products that could be sold online, innovating products with special flavors, building confidence in consumers that the product was trusted and legendary, also endorsement of mass media (through television culinary programs) and positive testimonials from consumers who have used the product. In addition to direct marketing in stores (offline) where producers open outlets, the media used in the marketing of this Cirebon savory sticky rice are Instagram, whatsapp, line, SMS / Phone and online store (tokopedia / bukalapak). In the online store, product descriptions are described that only hold 1-3 days, and advice on the use of expedition services (shipping) that arrive quickly so that the product is still awake and good for consumption. Abstrak Strategi komunikasi pemasaran digital adalah suatu kegiatan promosi merek yang sudah direncanakan dan disusun secara sistematis.  Strategi tersebut membangun interaksi merek dengan penggunaanya.  Strategi pemasaran ini juga dilakukan oleh beberapa pelaku usaha kuliner tradisional khas Cirebon. Tujuan penelitian ini untuk menganalisis strategi komunikasi pemasaran pada tiga produsen ketan gurih Cirebon yaitu: Ketan Bumbu Ibu Yudi, Ketan Gurih Kamba’s Table, Ketan Gurih Ny. Lany. Metode penelitian yang dilakukan adalah deskriptif kualitatif. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang dilakukan oleh produk tradisional ini yaitu membangun citra one stop shopping pada toko offline dengan memilah beberapa produk yang bisa dijual secara online, melakukan inovasi produk dengan citarasa khusus, membangun keyakinan terhadap konsumen bahwa produk terpercaya dan legendaris, juga melakukan endorsement media massa (melalui program kuliner televisi) serta testimoni positif dari konsumen yang sudah menggunakan produk tersebut. Selain pemasaran secara langsung di toko (offline) tempat produsen membuka gerai, media yang digunakan dalam pemasaran digital ketan gurih Cirebon ini adalah instagram, whatsapp, line, SMS/ Telpon dan toko online (tokopedia/bukalapak). Pada toko online tersebut, dijabarkan deskripsi produk yang hanya tahan 1-3 hari, dan saran penggunaan jasa ekspedisi (pengiriman) yang cepat tiba agar produk masih terjaga dan baik untuk dikonsumsi.

scholarly journals DIGITAL MARKETING AS AN INTEGRATED MARKETING COMMUNICATION STRATEGY IN BADAN USAHA MILIK DESA (BUMDesa) IN EAST JAVA

2020 ◽  
Vol 13 (2) ◽  
pp. 121-151
Author(s):  
Bambang Setiyo Pambudi ◽  
Suyono Suyono
Keyword(s):  
Online Reviews ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Online Media ◽  
Theory Approach ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Marketing Activities ◽  
Village Communities ◽  
The Village

The purpose of this study is how the marketing communication strategy through digital marketing is carried out by BUMDesa businesses as a driver of the village economy in order to prosper the Village Communities in East Java in marketing their products. This research is focused on the online media such as Instagram Business, Facebook Business and Whatshapp Business.This study used qualitative research methods to provide data and facts about the application of digital marketing in Badan Usaha Milik Desa (BUMDesa). Interviews, documentation, and observation used as data collection techniques. Data is analyzed with a grounded theory approach that provides development of the field of research studies. The analysis techniques consisted of data reduction, data presentation and conclusion.The research findings show that in marketing BUMDesa products, marketing trends are shifting from conventional (offline) to digital (online). The concept of digital marketing for BUMDesa businesses is to be able to market their products from anywhere and anytime through the internet / online media. So the communication strategy is done through digital marketing are the submission of positioning statements in each post on online media (Instagram Bisnis, Facebook Bisnis and Whatshap Bisnis) and the speed of response to online reviews of online media. Suggestions for BUMDesa in carrying out marketing activities, both conventional and especially digital marketing, can be developed for better management.

scholarly journals IMPLEMENTASI KOMUNIKASI PEMASARAN TERPADU PADA YAYASAN NURUL IBAD JAKARTA TIMUR

2017 ◽  
Vol 2 (02) ◽  
Author(s):  
Ruzqiyah Ulfa ◽  
Rustono Farady Marta
Keyword(s):  
Communication Strategy ◽  
Process Models ◽  
Communication Process ◽  
Communication Model ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Non Profit ◽  
The Public ◽  
New Generation

<p>Study about Integrated Marketing Communication or IMC has become a common issues. Not just profit-oriented institutions, non-profit institutions also need to know the communication strategy of the "new generation". The strategy in this integrated marketing communications that drive every aspect of the communication process to reach customers or the public with a message of unity in offering a benefit and ideas. Certainly not an easy thing when having a lot of media, ideas, activities and plans, but should have one "message" only. The integration process of marketing communication activities summarized simply by Chriss Fill (1995) through the integration of process models and marketing communication activities Hermawan Kertajaya in "3i Marketing Triangle" and "3² Values-Based Matrix". The Practice of marketing and social marketing products by Andreason, the emphasis is on the wider community that directly affect to the behavior and the needs or interests of the target as a basis. Yayasan Nurul Ibad as a non profit organization builds its brand image through their service by using marketing communication mix that consists of eight major communication model proposed by Philiph Kotler.<br />Keywords: Integrated Marketing Communication, Message, Nurul Ibad</p>

scholarly journals Upaya Meningkatan Publisitas Melalui Model Integrated Marketing Comunication Pada Sebuah Rumah Sakit Swasta di Tangerang Selatan

2020 ◽  
Vol 3 (2) ◽  
pp. 48
Author(s):  
Surti Wardani ◽  
Arif Siaha Widodo
Keyword(s):  
Communication Strategy ◽  
Communication Model ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public ◽  
Communication Models ◽  
Strategy Model ◽  
Public Data ◽  
Selection Of

There are two Hermina Hospitals in South Tangerang. Although they have implemented a marketing communication strategy but not the Integrated Marketing Communication (IMC) model. This research aims to describe the marketing communication strategy used by the Hermina Hospital in South Tengerang. The focus of this research is on how marketing communication is available at the two Hermina Hospitals in making marketing communication models so that the services delivered are integrated. The method of this research is descriptive qualitative by observing the public. Data obtained by interviewing informants. The selection of research informants was by using purposive sampling method to obtain information about tyhe characteristics of the hospital service user community. The results of the study produced an integrated marketing communication model can be used as a basis for making policies in increasing hospital publicity.Keywords: Strategy, Model, Integrated Marketing Communication (IMC).

scholarly journals Communication Strategy In Agrotourism In Curup Village Rejang Lebong Regency Bengkulu

2018 ◽  
pp. 39-45
Author(s):  
Yuliati Yuliati
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Study Data ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Literature Study ◽  
Qualitative Descriptive ◽  
Data Validity

The purpose of this study was to determine the marketing strategy of agrotourism marketing, in the Curup village of Rejang Lebong Regency, Bengkulu, by using the concept of integrated marketing communication. Rejang Lebong Regency, Bengkulu, in the last two years, many new tourist spots have emerged with the concept of agrotourism whose management is still individual. The study was conducted using a qualitative descriptive approach. The informant selection uses purposive sampling technique. The data conclusion technique used is observation, interviews, and literature study. Data validity test used is source triangulation. The results of this study are that from the general condition of tourism in Rejang Lebong Regency has experienced development every year. Agrotourism potential in this area is very potential to be developed. The marketing communication strategy that has been carried out by agrotourism in the Rejang Lebong Regency of Bengkulu is by utilizing social media Facebook as a form of promotional activities. Facebook is a owned media, which is social media that is managed by agrotourism managers in the form of status posts, photos, videos, visitor testimonials and live broadcasts. But in Facebook management it is still not maximal, sometimes in a few months no information is posted on its Facebook status. This is because the management of agrotourism is still an individual, a family business and that manages only the owner, there are no employee..

scholarly journals Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19

2021 ◽  
Vol 9 (1) ◽  
pp. 65-72
Author(s):  
Tsanaa Khenresta ◽  
Yonaz Salasa ◽  
Rani Chandra Oktaviani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Virtual Tour ◽  
Alternative Tactic ◽  
Qualitative Descriptive

This study discusses how the implementation of the marketing communication strategy of PT.  TWC on social media during the Covid-19 pandemic.  This study aims to understand the marketing communication strategy of PT.  TWC on social media and understand the tactics and alternative promos of PT.  TWC during the Covid-19 pandemic.  The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants.  In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT.  TWC is also using virtual tours as an alternative tactic to its marketing communication strategy   Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour

scholarly journals Disability Entrepreneurs Responses to Public Communication During the Pandemic (Case Study about Disability Entrepreneur Strategy through Online Culinary Business during the Covid-19 Pandemic)

Webology ◽  
2021 ◽  
Vol 18 (1) ◽  
pp. 121-130
Author(s):  
Ari Agung Prastowo ◽  
Hanny Hafiar ◽  
Yanti Setianti ◽  
Yustika sari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Digital Marketing ◽  
Business Strategies ◽  
Public Communication ◽  
The Public ◽  
Business People ◽  
Quality Product ◽  
Media Platform

There was a government appeal that was communicated to the public during the co-19 pandemic. Including an appeal to business people to develop business strategies that are adaptive to conditions. There are people with disabilities who have culinary businesses which can maintain their business during the Covid-19 pandemic. This was expressed in a seminar which was held by the Community of Entrepreneurs with Disabilities Houses. In the seminar, Sri Arya Ramadani, a person with visual impairment disability and the owner of Ayam Geprek Petukangan business, shared her experiences and strategies for running a culinary business in the pandemic era. The challenge faced by entrepreneurs is the socioeconomic stability against competitors who have similar businesses with other entrepreneurs. However, a strong enthusiasm for learning, a strong mentality, not easy to despair and support from family and community make entrepreneurs able to compete with other similar businesses. Another challenge faced by disability entrepreneurs is the existence of the Covid-19 pandemic, entrepreneurs trying to adapt to crisis situations and developing an Efficiency, Creative and Healthy strategy. The strategy is supported by promotional tactics, including using social media in the form of Instagram, using professional photography services to get quality product photos, establishing relationships with consumers through the WhatsApp media platform, and also not easy to complain about social media. The digital marketing strategy is balanced with the alms strategy, which is believed to bring blessings on its business journey. Therefore, until now, entrepreneurs still survive and can meet their business needs.

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