scholarly journals NHS International Hospital Branding Image Strategy Through Integrated Marketing Communication

2021 ◽  
Vol 9 (2) ◽  
pp. 65-79
Author(s):  
Niken Sasadhara Sasmita ◽  
Santi Isnaini ◽  
Irfan Wahyudi
Keyword(s):  
Communication Theory ◽  
Case Study Research ◽  
Marketing Communication ◽  
Hospital Services ◽  
Integrated Marketing ◽  
Management Skills ◽  
Integrated Marketing Communication ◽  
Private Hospitals ◽  
Marketing Department ◽  
Management Capabilities

This article results from research on the brand image strategy carried out by the National Hospital Surabaya (NHS) through integrated marketing communications. This study is on health services bases in the community currently entering the industrial and business era. The main problem arises in-hospital services, which have developed into an industry and are profit-oriented. This problem puts pressure on hospital managers and owners, especially on the cost dimension in private hospitals. Private hospitals must continue to improve management capabilities in carrying out hospital operations with good quality standards to the best compared to other hospitals. The research uses a case study research method with a qualitative approach. Data collection and analysis techniques use observation and in-depth interviews so that they can be analyzed exploratively. The results of this study are the first are there are many reasons why the marketing department of NHS adopts Integrated Marketing Communication (IMC) in their sales strategy. It also happens in the healthcare industry, namely hospitals. One of the reasons that become the basis is that marketers understand and recognize strategies integrating into various communication functions rather than running these communication functions alone. Second,  marketing communication theory becomes the rationale for processing data and analyzing the phenomenon of problems regarding strategic concepts in policy determination to the direction of marketing communication strategies carried out by NHS hospitals. This research concludes that the main problem arises in hospital services, which have developed into an industry and are profit-oriented.  Strategic management skills will become more critical as pressure increases to find future revenue and growth opportunities. These opportunities will come through various combinations of new healthcare products and services, increasing penetration into high-priority market segments, or accessing new markets that are not serving currently.

scholarly journals Pengaruh Tayangan Drama Korea True Beauty Terhadap Minat Beli Produk K-Beauty

2021 ◽  
Vol 9 (2) ◽  
pp. 505-515
Author(s):  
Riahta Octaviani ◽  
Zainal Abidin ◽  
Flori Mardiana Lubis
Keyword(s):  
Data Collection ◽  
Quantitative Method ◽  
Communication Theory ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Literature Study ◽  
The Impact ◽  
Beauty Products

This research is motivated by the writer interest in Korean drama shows. So finally doing research to see the impact on one of the communities in Cikarang, namely the TnT Label Community, which is basically a K-pop dance cover community. So the purpose of this study is to find out whether there is an effect of the drama True Beauty on buying interest in K-Beauty products in the TnT Label dance cover community. This research was conducted with a quantitative method using an explanatory survey. The purpose of this study was to find out how the influence of Korean drama True Beauty on buying interest in K-Beauty products. The theory used in this research is IMC (Integrated Marketing Communication) Theory. The population in this study were all members of the TnT Label Community in Cikarang. Data collection was obtained through the distribution of questionnaires and literature study.

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 Pengaruh Promosi Shopee 9.9 Super Shopping Day terhadap Minat Beli Penggunanya Selama Pembatasan Sosial Berskala Besar di Wilayah DKI Jakarta

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 223
Author(s):  
Yose Amru Rizal ◽  
Sinta Paramita
Keyword(s):  
Large Scale ◽  
Communication Theory ◽  
Survey Methods ◽  
T Test ◽  
Coefficient Of Determination ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Validity And Reliability ◽  
Integrated Marketing Communication ◽  
Normality Test

This study aims to determine the effect of Shopee 9.9 Super Shopping Day promotion on users' buying interest during Large-Scale Social Restrictions in the DKI Jakarta area. The literature review used in this research is marketing communication theory, integrated marketing communication, promotion mix, and buying interest. The approach used in this research is a quantitative approach with descriptive and survey methods. The study was conducted by distributing questionnaires to 100 samples of Shopee user respondents in the DKI Jakarta area, after which the data obtained was tested for validity by validity and reliability tests. Data processing and analysis techniques in this study used classic regression assumptions test using normality test techniques, simple linear regression test, correlation analysis, analysis of the coefficient of determination, and t test. The results showed that there was an influence between the promotion of Shopee 9.9 Super Shopping Day on the buying interest of its users, with the results of the t test showing the value of t count 10.672> 1.984 t table. In addition, the coefficient of determination test results showed the number 0.533, which means that the Shopee 9.9 Super Shopping Day promotion affects 53.3% of users' buying interest.Penelitian ini bertujuan untuk mengetahui pengaruh promosi Shopee 9.9 Super Shopping Day terhadap minat beli penggunanya selama Pembatasan Sosial Berskala Besar di wilayah DKI Jakarta. Tinjauan pustaka yang digunakan dalam penelitian ini adalah teori komunikasi pemasaran, komunikasi pemasaran terpadu, bauran promosi, dan minat beli. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan metode deskriptif dan survei. Penelitian dilakukan dengan cara menyebarkan kuesioner kepada 100 sampel responden pengguna Shopee di wilayah DKI Jakarta, setelah itu data yang diperoleh diuji keabsahannya dengan uji validitas dan reliabilitas. Teknik pengolahan dan analisis data dalam penelitian ini menggunakan uji asumsi regresi klasik dengan menggunakan teknik uji normalitas, uji regresi linear sederhana, analisis korelasi, analisis koefisien determinasi, dan uji t. Hasil penelitian menunjukkan terdapat pengaruh antara promosi Shopee 9.9 Super Shopping Day terhadap minat beli penggunanya, dengan hasil uji t menunjukkan nilai t hitung 10,672 > 1,984 t tabel. Selain itu juga ditemukan hasil uji koefisien determinasi yang menunjukkan angka 0,533 yang berarti promosi Shopee 9.9 Super Shopping Day mempengaruhi 53,3% minat beli penggunanya.

scholarly journals Integrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework

2020 ◽  
pp. 39-46
Keyword(s):  
Communication Theory ◽  
Heritage Tourism ◽  
Marketing Mix ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Review Of Literature ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Selection Of

Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.

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 STRATEGI KOMUNIKASI PEMASARAN POPOLO COFFEE TERHADAP GENERASI MILLENIAL MELALUI AKUN INSTAGRAM

2019 ◽  
Vol 2 (2) ◽  
pp. 152-159
Author(s):  
Q Nushan Musyaffa ◽  
Amri Dunan
Keyword(s):  
Qualitative Method ◽  
Communication Theory ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Coffee Shop ◽  
Coverage Area ◽  
Great Opportunity

Abstrak – Maraknya bisnis dibidang coffee shop ini memberikan peluang besar terhadap para pengusaha di bidang kuliner untuk menciptakan pasar baru terutama terhadap kalangan milenial. Bisnis dibidang kuliner coffee shop ini menjadi semakin ramai karena hadirnya trend Instagram ditengah masyarakat. Berbagai bentuk promosi untuk menarik minat beli serta menjual konsep “Instagramable”, menjadi trend baru beberapa tahun kebelakang ini dikalangan anak muda di berbagai kota-kota besar. Strategi komunikasi pemasaran yang dilakukan Popolo yaitu melalui Instagram yang digunakan sebagai media informasi sekaligus pemasaran dari Popolo tersebut. Tujuan dalam penelitian ini adalah untuk menganalisis bagaimana strategi komunkasi pemasaran Popolo Coffee terhadap generasi milenial yang melalui akun Instagram yang terhadap generasi milenials. Pendekatan dalam penelitian ini menggunakan metode deskriptif kualitatif, dan menggunakan teori IMC (Integrated Marketing Communication). Hasil dari penelitian yang telah dilakukan, maka peneliti dapat menyimpulkan bahwa strategi komunikasi pemasaran Popolo menggunakan media sosial Instagram karena murah, mudah, dan jangkauan area yang tercangkup sangat luas.   Kata Kunci: Strategi Komunikasi, Komunikasi Pemasaran, Instagam, Millenials   Abstract – The coffee shop business was a great opportunity for entrepreneurs in the culinary field to create new markets, especially for the millennials generation in present. Coffee shop business is becoming happening because of the presence of Instagram trends in the community. Various forms of promotion to attract buying and selling with the concept of "Instagramable" has become a new trend among young people in big cities. The marketing communication strategy by Popolo is trough Instagram which is used as a marketing media of Popolo for now. The purpose of this research is to analyze how Popolo Coffee's marketing communication strategy towards millennials through Instagram accounts on the millennials generations. The approach in this study uses a descriptive qualitative method, and uses the IMC (Integrated Marketing Communication) theory. The results of the research that has been done, the researchers can conclude that the marketing communication strategy of Popolo uses social media Instagram because it is cheap, easy, and the coverage area covered is very broad. Keywords: communication   strategies, marketing communications, instagram, millennials

scholarly journals STRATEGI KOMUNIKASI PEMASARAN GUS & YUK DALAM MEMPROMOSIKAN SITUS PENINGGALAN KERAJAAN MAJAPAHIT (STUDI DI KECAMATAN TROWULAN, KABUPATEN MOJOKERTO)

REPRESENTAMEN ◽  
2018 ◽  
Vol 3 (02) ◽  
Author(s):  
Pradana Tera Mardiatna ◽  
Hamim Hamim ◽  
Ni Made Ida Pratiwi
Keyword(s):  
Communication Theory ◽  
Tourism Industry ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Personal Communications ◽  
Sports Culture

This event will be based on research by the tourism industry is an important legacy wasowned by Mojokerto tourism industry history in particular who are in district of Trowulan to inform tothe public. Paguyuban Duta Wisata Gus and Yuk Mojokerto is the organization that constructed by theYouth Sports culture and tourism Mojokerto PAGUK (Paguyuban Gus and Yuk) this organizationmoving in the field of tourism which is the task of an Ambassador of Tourism is helping the Tourismsector to promote the tourism industry in order to increase tourist visits. The research on the focus onthe historical attractions of sub trowulan tourism Candi Brahu Temple Bajang Ratu, Temple of rats,Temple Name Mace, and the great Hall with an integrated Pemasran communication theory orcommonly known with Intergrated Marketing Communications (IMC). This study uses qualitativemethods because in this study describes the situation so as to find the results of prediction.Researchers found a few things from the integrated marketing communication is lacking most of thefunctions and tasks DISPORABUDPAR, Gus and Yuk Mojokerto and Ma nager.The cause of all Personal Communications is less effective, so that the destination must be maximizedbecause it has a great asset for attracting tourists and the potential is large, located in district ofTrowulan.

scholarly journals Strategi Komunikasi Pemasaran Wisata Baru Setigi di Gresik Jawa Timur

2019 ◽  
Vol 9 (2) ◽  
pp. 114-129
Author(s):  
Uzlifatul Jannah ◽  
Agoes Moh. Moefad
Keyword(s):  
Communication Theory ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourism Marketing ◽  
Qualitative Descriptive ◽  
Descriptive Approach ◽  
Youth Community ◽  
Limestone Hill

This article discusses how the tourism marketing communication strategy "Setigi" in Sekapuk Village, Ujungpangkah District, Gresik Regency. The purpose of this study was to determine the marketing communication strategy of Village-Owned Enterprises (Bumdes) and tourism awareness groups (Pokdarwis) "Pelangi" in tourism marketing. limestone hill "Setigi" to attract visitors. This study uses a qualitative-descriptive approach based on integrated marketing communication theory. The result of this research is the implementation of a marketing communication strategy carried out by Bumdes and Pokdarwis "Pelangi" in Sekapuk Village, Ujungpangkah District, Gresik Regency utilizing social media and collaborating with the youth community in the Gresik area, as well as collaborating with the Gresik Regency Tourism Office

scholarly journals Korean Celebrity Brand Ambassador as a Strategy to Increase Sales of PT. Shopee Indonesia (Study: “Gfriend” In Shopee 11.11 Big Sale)

2020 ◽  
Vol 13 (2) ◽  
pp. 249-262
Author(s):  
Rezki Pratami ◽  
Afrina Sari
Keyword(s):  
Communication Theory ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Models ◽  
The Right ◽  
Brand Ambassadors ◽  
Case Study Methods

This article examines PT. Shopee Indonesia's strategy in increasing sales with Korean celebrity brand ambassadors. Theory used is the integrated marketing communication theory by Kotler & Armstrong (2008) and brand ambassador concept owned by Rossita & Percy (2005). Data analysis is with observation, documentation and interviews of 4 informants by applying case study methods. The results showed choosing GFRIEND as the brand ambassador of Shopee 11.11 Big Sale campaign resulted in the sale of 70 million items sold on November 11, 2019, and sales tripled in the first hour compared to 2018. By running four of eight integrated marketing communication models by Kotler & Armstrong (2008) such as sales promotion, advertising, interactive marketing, and also events and experiences conducted through both mass media, online media, and social media resulted in a third quarter achievement of 2019 PT. Shopee Indonesia increased by 261,1% or equivalent to 257,2 million dollars, as well as Gross Merchandising Value (GMV) of 69,9% or equivalent to 4,6 billion dollars compared to 2018. This means that making GFRIEND as a brand ambassador Shopee 11.11 Big Sales is the right strategy and successfully brings PT. Shopee Indonesia to a significant increase in sales.

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

Sign in / Sign up

Export Citation Format

Share Document