scholarly journals Students and Management Perspective on Service Quality and Integrated Marketing Communication: Descriptive Analysis on Indonesian Private Universities

2021 ◽  
Vol 2 (1) ◽  
pp. 26-38
Author(s):  
Junaid Ali Saeed Rana ◽  
Antonius Agus Susanto ◽  
Wenny Chandra Mandagie
Keyword(s):  
Service Quality ◽  
Descriptive Analysis ◽  
Private Universities ◽  
Marketing Strategies ◽  
Student Perspective ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Management Perspective ◽  
Message Service

To formulate aggressive marketing strategies, the quality of service and marketing communication tools must provide a meaningful and consistent message. Service quality is gaining substantial respect in service marketing literature and higher education services. Aggressive marketing strategies among private universities have enabled these institutes to become marketing-oriented as students are considered consumers, therefore universities can expand their marketing efforts through improved service quality and consistent marketing communication in the form of Integrated Marketing Communication. This paper provides multiple-perspective (staff and student) descriptive analysis in evaluating service quality along with the importance of integrated marketing communication. The data from 34 universities (management perspective) and 5 large-sized universities (student perspective) was collected, analyzed, and compared using meaningful graphs providing significant conclusions. The paper concludes by providing suggestions, to private universities in Indonesia to efficiently and effectively incorporate service quality and integrated marketing communication in their action plans to improve their ranking and services that they promise to provide their current and prospective students.

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.

scholarly journals Social Media and Foreign University Collaboration: A Multi‐Perspective Descriptive Analysis for Indonesian Private Universities

2020 ◽  
Vol 20 (2) ◽  
pp. 109
Author(s):  
Junaid Ali Saeed Rana
Keyword(s):  
Social Media ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
Student Perspective ◽  
Multiple Perspective ◽  
Media Usage ◽  
The Social ◽  
Management Perspective ◽  
Descriptive Approach ◽  
The Government

<p>The importance of social media for universities is an important tool for marketing purposes by adopting aggressive marketing strategies. The existence of foreign-based Higher Education Institutes (HEI) in Indonesia is almost non-existent. The government of Indonesia through education ministry requires any foreign HEIs that will operate in Indonesia to have a formal collaboration with the government accredited Indonesian HEIs. The paper empirically studies the multiple-perspective (management role and students’ role) descriptive approach in evaluating the social media usage and the importance of foreign university collaboration. The data collected from 34 universities (management perspective) and from the 5 most populated universities (for student perspective). The data analyzed and compared using graphs to draw some meaningful conclusions. The paper concludes with empirical findings based conclusions to managers to effectively using social media to its optimum benefit and gaining potential assistance from foreign university collaboration. Some meaningful suggestions to the management as how strategically social media should be managed.</p>

scholarly journals The Effect of Integrated Marketing Communications and Service Quality on Purchase Decisions Mediated by Consumer Satisfaction in the Covid-19 Pandemic Era (Study at Maybank Finance Java Non Jabodetabek Area)

2021 ◽  
Vol 8 (4) ◽  
pp. 239-251
Author(s):  
Jimmy Yosal ◽  
P.M. Budi Haryono ◽  
Soegeng Wahyoedi
Keyword(s):  
Service Quality ◽  
Consumer Satisfaction ◽  
Marketing Communications ◽  
Survey Method ◽  
Path Coefficient ◽  
Purchase Decisions ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

This research is an explanatory research by applying the survey method, in which proposed to examine the effect of integrated marketing communication and service quality on purchase decisions mediated by consumer satisfaction at Maybank Finance, Java Area, Non Jabodetabek in the Covid-19 Pandemic Era. The sample of this research is 100 consumers who are new debtors who will do financing at Maybank Finance in the Java Region of the Non-jabodetabek area. Data obtained through questionnaires, that was spreaded to respondents who were selected by purposive sampling method. The analytical technique used in this study is the Structural Equation Model (SEM) using the SMARTPls 3 program. The results reveal that the direct influence of integrated marketing communication and service quality on consumer purchase decisions is no significant. The direct effect of consumer satisfaction on consumer purchase decisions is positive and significant, in which the path coefficient of 0.536 with a p value of 0.000. The results of the mediation effect test show that consumer satisfaction does not play a role in mediating the effect of integrated marketing communications on consumer purchase decisions. Consumer satisfaction plays a role in mediating the effect of service quality on purchase decisions.

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.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

In Search of a Theory of Integrated Marketing Communication

2007 ◽  
Vol 11 (2) ◽  
pp. 21-31 ◽  
Author(s):  
Don Schultz ◽  
Gayle Kerr ◽  
Ilchul Kim ◽  
Charles Patti
Keyword(s):  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication
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