scholarly journals The Influence Of Marketing Communications On Loyalty Through Satisfaction

2021 ◽  
Vol 2 (12) ◽  
pp. 850-860
Author(s):  
Ahmad Fadli ◽  
Fiqrida Amalia ◽  
Emma Novirsari ◽  
Ratih Amelia ◽  
Muhammad Fathoni
Keyword(s):  
Path Analysis ◽  
Direct Marketing ◽  
Target Population ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Visitor Satisfaction

The main objective of this study is to determine the role of satisfaction in mediating marketing communications on visitor loyalty in Lake Toba. The target population and sample in this study were the visitors to Lake Toba who were selected by accidental sampling as many as 125 people. Path analysis in this study was chosen to see the direct and indirect role of satisfaction in mediating marketing communications on loyalty. The results of study 1) direct marketing communication has a positive and significant effect on visitor satisfaction at Lake Toba, 2) directly marketing communication does not affect visitor loyalty in Lake Toba. 3) Satisfaction directly has a positive and significant effect on visitor satisfaction at Lake Toba. 4) indirectly, satisfaction has a role in mediating marketing communication on visitor loyalty in Lake Toba

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

scholarly journals The role of digital channels in industrial marketing communications

2015 ◽  
Vol 30 (6) ◽  
pp. 703-710 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Nora Mustonen ◽  
Pauliina Ulkuniemi
Keyword(s):  
Customer Relationship ◽  
Marketing Communications ◽  
Full Potential ◽  
Marketing Communication ◽  
Industrial Firms ◽  
Content Type ◽  
Industrial Marketing ◽  
Multiple Case ◽  
Digital Channels

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools. Research limitations/implications – Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support. Practical implications – DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives. Originality/value – This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.

Vodafone marketing communications

2012 ◽  
Vol 2 (8) ◽  
pp. 1-8
Author(s):  
Namita N. Kumar
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
Communication Strategies ◽  
Subject Area ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Marketing Department ◽  
Content Type ◽  
Customer Base

Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets

2018 ◽  
Vol 55 (1) ◽  
pp. 48-68 ◽  
Author(s):  
Kihyun Hannah Kim ◽  
V. Kumar
Keyword(s):  
Direct Marketing ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Resource Reallocation ◽  
Relational Values ◽  
Value Propositions ◽  
Using Data ◽  
Purchase Behaviors ◽  
Business To Business

Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers' preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock of direct marketing communication affects customer purchase behaviors, and (3) evolution of customers' perceived importance can be recovered using transaction data. Overall, the authors provide a marketing resource reallocation strategy that enables marketers to customize marketing communications and improve a firm's financial performance.

scholarly journals MARKETING COMMUNICATION STRATEGY OF HALAL TOURISM AROUND GUS DUR’S CEMETERY IN JOMBANG

2019 ◽  
Vol 4 (1) ◽  
pp. 1 ◽  
Author(s):  
Afifatur Rohimah ◽  
Mohammad Insan Romadhan
Keyword(s):  
Social Relationships ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Mapping Approach ◽  
Religious Tourism

This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement role, sales promotion, event enhancement, maximizing social relationships, social publicity, direct marketing with digital utilization, and growing good tourist image with the role of word of mouth. The marketing communication strategy that will be developed should refer to the concept of halal tourism; the so called Muslim-friendly environment. Throughout this marketing communication strategy, this will maximize the existence of religious tourism around Gus Dur’s cemetery both for local and international tourists.

scholarly journals ANALISIS KOMUNIKASI PEMASARAN DALAM MENARIK PENGUNJUNG (STUDI PADA KAMPOENG KOPI BANARAN, PT. PERKEBUNAN NUSANTARA IX KABUPATEN SEMARANG)

2019 ◽  
Vol 19 (2) ◽  
Author(s):  
EUNIKE SIPAYUNG ◽  
SONY HERU PRIYANTO
Keyword(s):  
Physical Environment ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Quality Of Services ◽  
Marketing Communication ◽  
Factors Affecting ◽  
The Impact

This research was conducted in Kampoeng Kopi Banaran (Kakoba), an agrotourism owned by PT. Perkebunan Nusantara IX (Persero) located in the area of coffee plantation Getas Afdeling Assinan, Jl. Raya Semarang – Solo KM 1,5. Thisresearch aims to: (1) knowing Kakoba’s marketing communication (2) knowing the changing and factors affecting Kakoba’s marketing communications(3) knowing the impact of Kakoba’s marketing communication changes in attracting visitors. This research was conducted on February – March 2018. The participants of this research were the management of Kakoba. Data collection techniques used were observation, interviews, and study documentation.This study used a qualitative approach with descriptive design.The research results explain Kakoba marketing communication strategies are: advertising, direct marketing, and sales promotion. There is one discovery about marketing communication strategy: private relation. There are other types of communication: physical environment and quality of services that support the delivery of messages to visitors. Factors affecting the changing of marketing communications in Kampoeng Kopi Banaran is technology and information, as well as the better assessment and consumer knowledge. The impact of agrotourism marketing communication changes in Kakoba is the increasing number of visitors from year to year.

Mountain Dew

2013 ◽  
Vol 3 (8) ◽  
pp. 1-6
Author(s):  
Surajit Ghosh Dastidar ◽  
Srividya Raghavan
Keyword(s):  
Market Share ◽  
Soft Drink ◽  
Subject Area ◽  
Marketing Communications ◽  
Eastern Region ◽  
Marketing Communication ◽  
Content Type ◽  
The Impact ◽  
Support Plan

Subject area Marketing, strategy, and integrated marketing communication. Study level/applicability The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals Penerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen

2021 ◽  
Vol 2 (1) ◽  
pp. 1-12
Author(s):  
Rima Rizki Syahputri ◽  
Nuri Aslami
Keyword(s):  
Public Relations ◽  
Brand Image ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Market Potential ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Product Image

In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase. Keywords: Marketing, Marketing Communication, Purchasing

scholarly journals EVALUATION OF TOURISM MARKETING COMMUNICATIONS PUNCAK SOSOK AS DESTINATION OF NIGHT TOURISM IN BANTUL

2021 ◽  
Vol 13 (2) ◽  
pp. 100
Author(s):  
Estavita Chantik Pembayun ◽  
Yenni Sri Utami ◽  
Isbandi Sutrisno
Keyword(s):  
Impact Evaluation ◽  
Positive Impact ◽  
Evaluation Model ◽  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Tourism Marketing ◽  
Inhibiting Factors ◽  
Measurement Of Success

As a night tourist destination that is unique and has great potential, Puncak Sosok requires an evaluation of Puncak Sosok's marketing communications. The formulation of the problem in this research is how to evaluate marketing communication conducted by Puncak Sosok managers. The purpose of this research is to describe and to find out the evaluation of Puncak Sosok marketing communication and the supporting and inhibiting factors in its implementation. This research uses eight main marketing communication models by Kotler and the PII (Preparation, Implementation, Impact) evaluation model by Cutlip-Center-Broom with a qualitative approach. The results of the evaluation on the preparation aspect are conformity with the objectives and background where fluctuations in visits, but there are no details number of the tourist targets so that the measurement of success is not detailed. Evaluation on the implementation aspect are that most of the programs have been running well, but there are problems such as social media creativity and the absence of tour packages and authentic Puncak Sosok products. Impact evaluation results on most programs have had a positive impact such as the number of media publications and known as a typical night tourism destination with live music. Nevertheless, some programs are still ineffective and need to be improved, such as direct marketing and personal selling programs, which have less impact on attracting tourists. Supporting factors are the relationship that exists with the media and stakeholders, while the lack of innovation and knowledge of human resources in marketing and media use become inhibiting factors.

Sign in / Sign up

Export Citation Format

Share Document