scholarly journals STRATEGI IMC DALAM MEMPROMOSIKAN PROGRAM INTERNASIONAL (Studi kasus di Universitas Kristen Satya Wacana – Salatiga)

Scriptura ◽  
2020 ◽  
Vol 10 (1) ◽  
pp. 1-14
Author(s):  
William Christianto Setiawan ◽  
Lina Sinatra Wijaya
Keyword(s):  
Higher Education ◽  
Direct Marketing ◽  
Personal Selling ◽  
Cultural Exchange ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

Tujuan penelitian ini yaitu untuk mengetahui strategi Integrated Marketing Communication (IMC) yang digunakan oleh Biro Kerjasama dan Hubungan Internasional (BKHI) Universitas Kristen Satya Wacana (UKSW) dalam menginformasikan sekaligus mempromosikan program internasionalnya kepada mahasiswa UKSW. Penelitian ini berupa penelitian deskriptif kualitatif dengan menggunakan metode studi kasus. Data diperoleh dengan cara melakukan wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian ini menyatakan bahwa segmentasi psikografis dengan melihat motivasi, gaya hidup, dan karakteristik kepribadian terhadap target sasaran dilaksanakan terlebih dahulu sebelum menentukan strategi IMC. Penggunaan kata kata “internasional”, “cultural exchange”, “higher education” dan “beasiswa” digunakan dalam mempromosikan program internasional ini, khususnya dalam pembuatan iklan, sales promotion, humas dan publisitas, personal selling, direct marketing, serta acara dan pengalaman.

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.

scholarly journals DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”

2021 ◽  
Vol 14 (1) ◽  
pp. 60
Author(s):  
Baharudin Noveriyanto
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Major Influence ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Financial Technology

Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation  dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC)  Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation  dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.

scholarly journals KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

scholarly journals ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

2015 ◽  
Vol 10 (2) ◽  
Author(s):  
Sanja Bijakšić ◽  
Brano Markić ◽  
Arnela Bevanda
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
The Internet ◽  
Marketing Communication ◽  
Young Population ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Chi Square

Integrated Marketing Communication  is both the system and the process of development and implementation of multiple forms of communication with the market. Its  long-term goal is to strengthen relations  with the  current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have  influence on the behaviour of customers  in order to  shape and change their views and opinions. The marketing communication mix  consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study  analyzes the attitudes and opinions of  young population regarding  the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.

scholarly journals Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal

2018 ◽  
Vol 6 (2) ◽  
pp. 160
Author(s):  
Umaimah Mulyono Wahid ◽  
Menati Fajar Rizki
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Brand Recall

Televisi lokal memerlukan upaya khusus untuk memperkenalkan brandnya. Brand televisi lokal, I Channel Bandung, menggunakan kekayaan budaya lokal untuk meningkatkan kesadaran penonton. Tujuan penelitian ini adalah untuk mengetahui proses peningkatan brand awareness televisi I Channel Bandung melalui acara budaya lokal “Sampurasun Cepot” dengan menggunakan teori komunikasi pemasaran Integrated Marketing Communication (IMC). Penelitian ini juga melihat tingkat brand awareness I Channel Bandung yang dicapai setelah menggunakan program acara “Sampurasun Cepot”. Teori yang digunakan penelitian ini, Integrated marketing communication Tuckwell serta teori tingkatan brand awareness dari Aaker. Penelitian berfokus pada implementasi enam elemen penting IMC yang dilakukan untuk meningkatkan brand I Channel Bandung yaitu melalui advertising, sales promotion, direct marketing, public relations, personal selling, dan event and sponsorship. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif intrinsik dan paradigma konstruktivis. Hasil penelitian ini menunjukkan bahwa komunikasi pemasaran terpadu dapat dikaitkan dengan penggunaan satu program acara budaya untuk meningkatkan brand awareness perusahaan. Penggunaan program acara wayang golek “Sampurasun Cepot” berhasil menarik penonton menjadi lebih sadar akan kehadiran televisi lokal ini. Brand awareness I Channel Bandung berhasil meningkat dan mencapai level brand recall di benak penonton. Namun faktanya, televisi lokal I Channel Bandung membutuhkan upaya marketing yang serius dan meningkat pemanfaatan media sosial sebagai alat promosi dan menambah kualitas dan jumlah sumber daya manusia.

scholarly journals Implementation of Integrated Marketing Communication in Image of Private Higher Education

TRIKONOMIKA ◽  
2017 ◽  
Vol 16 (2) ◽  
pp. 63
Author(s):  
Dikdik Harjadi ◽  
Dewi Fatmasari
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Private University ◽  
Sales Promotion ◽  
Public Relation ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
University Image

This study aimed to examine the implementation of integrated marketing communication conducted by private universities in Kuningan Regency and analyze the influence of integrated marketing communication performance which includes advertising, sales promotion, personal selling, public relation, and direct marketing on private university image. The method used was descriptive and verificative method conducted by collecting primary data in the field from private university students in Kuningan Regency. Based on the results of data processing and hypothesis testing, it was known that integrated marketing communication consisting of advertising, personal selling, sales promotion, public relation, and direct marketing simultaneously and partially had a positive and significant impact on private university image. The simultaneous influence is 38.7%, which meant there was still much influence outside the implementation of integrated marketing communication that affected private university image. The biggest influence was sales promotion.

scholarly journals PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY

2019 ◽  
Vol 7 (3) ◽  
pp. 32-37 ◽  
Author(s):  
Endang Ruswanti ◽  
Rila Gantino ◽  
Sabrina O Sihombing
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Reliability And Validity ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Organic Product ◽  
Purchasing Policy

Purpose of Study: The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, sales promotion, and personal selling) on consumers’ intention to purchase organic products in the specific supermarket in Indonesia. Methodology: The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 128 consumers. The data was assessed through reliability and validity analysis before hypothesis testing analysis. Result: The results showed only direct marketing have positive significant on intention to buy the organic product. Implications/Applications: Integrated Marketing Communication provides an information to the purchasing policy of organic product

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 ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

2019 ◽  
Vol 1 (1) ◽  
pp. 61-73
Author(s):  
Dessy Kurniawanti ◽  
Bambang Hendrawan
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Community Relations ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Collection Data ◽  
Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

scholarly journals KOMUNIKASI PEMASARAN PT MUSTIKA RATU CABANG PEKANBARU DALAM MENGHADAPI PERSAINGAN PASAR

MEDIUM ◽  
2017 ◽  
Vol 6 (1) ◽  
pp. 67-77
Author(s):  
Dicky Novaldy ◽  
Dyah Pithaloka
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Purposive Sampling

Penelitian ini bertujuan untuk mengetahui komunikasi pemasaran PT Mustika Ratu Cabang Pekanbaru dalam menghadapi persaingan pasar kosmetik.  Penelitian ini menggunakan metode kualitatif dengan penyajian secara deskriptif. Data dikumpulkan melalui pengamatan, wawancara, dan dokumentasi. Subjek penelitian ini terdiri dari 5 orang. Subjek utama dipilih menggunakan teknik purposive sampling. Untuk menganalisa hasil penelitian ini menggunakan teknik analisis data interaktif. Hasil penelitian ini menunjukkan bahwa langkah pertama PT Mustika Ratu Cabang Pekanbaru dalam menghadapi persaingan pasar kosmetik adalah dengan menggunakan segmentasi, targeting, positioning. Setelah itu, PT Mustika Ratu Cabang Pekanbaru menggunakan strategi komunikasi pemasaran terpadu atau yang dikenal dengan sebutan Integrated Marketing Communication (IMC) yang terdiri dari periklanan, promosi penjualan, personal selling, direct marketing, publisitas dan hubungan masyarakat, serta acara dan pengalaman komunikasi pemasaran PT Mustika Ratu Cabang Pekanbaru. Faktor yang mempengaruhi kegiatan komunikasi pemasaran PT Mustika Ratu Cabang Pekanbaru yakni periklanan di televisi yang kurang, kurangnya karyawan, pemberian sampel yang kurang, dan macetnya pendistribusian produk ke toko.

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