Privredna propaganda kao oblik poslovne komunikacije

In running a company, a good image or brand is needed so that consumers use the company's services and products. Branding communication is one way for companies to influence consumers to use the company's products or services, even though news portal companies are no exception. The focus of this research is how the new online news portal company builds a good brand or corporate image so that it can be known by the public, especially in Bandar Lampung. The approach in this study uses a qualitative descriptive approach to produce depth on how to build a brand image on an online news portal that has not been formed for a long time. as well as conducting observations, and documentation. The results of this study describe how the portalnews.id company tries to brand their online news portal where the results are in accordance with the basis of this research to build company branding, where the four things are Research, Action Plan, Communication, and Evaluation.

" Internal branding is a vital component of internal marketing which improves organizational performance in the competitive era. Internal marketing creates employee orientation or internal customer orientation. This research paper focused on internal branding as a solution to improve the internal market, which has a positive impact on the external market, which leads to organizational success. This is a conceptual paper and data has been collected from various journals, books and online articles. In this globalization, liberalization and technological era, branding is the challenge facing the organization. Internal branding provides employees with information about the company's products and services, as well as an understanding of their value, which benefits customers. Customers respond positively to a customer-focused service culture. Internal marketing is concerned with employees; hence it develops employee orientation. Employees are aware of both tangible and intangible features of products and services that are provided to customers through internal branding. In this competitive era, attraction and retention are not the only ways to succeed. To sustain an organization in this competitive world, it is necessary to create a culture that fosters the best utilization of employees’ talent. Internal market orientation helps the development of employee brand knowledge."

This article aims to determine the influence of implementing SEO (Search Engine Optimization) in marketing company. In this article, data were collected using the SLR (Systematic Literature Review) method and analyzed qualitatively. Findings suggest that as time goes by, trading companies are starting to adapt by changing their conventional trading systems to modern systems, including their marketing strategies to reach wider and more target markets. A modern marketing strategy that combines digital media with marketing skills has become a new marketing technique called digital marketing. Digital marketing can be maximized by utilizing the internet as a marketing medium, one of which is by creating a website that markets the company's products or services. In order to compete with other websites, the website created must also be optimized for use, one of which is by implementing SEO. SEO optimizes a company's website so that it remains at the top of the first page of searches on search engines. In addition, implementing SEM (Search Engine Marketing) in the form of advertising on search engines, will have an impact on traffic from potential consumers and be able to increase sales of the products or services offered. Keywords: SEO; digital marketing; marketing strategy.

The purpose of this research is to find out how the company, especially in the marketing division, builds customer brand awareness so that customers can recognize the company's products. Brand awareness is the first step to creating brand equity, where brand awareness refers to whether consumers can remember or recognize a brand, and brand awareness is related to the strength of the presence of a brand in consumers' memories. Brand awareness can be related to the cognitive aspect of consumers, where the more a brand can be remembered by consumers, the higher the level of brand awareness. Building brand awareness is important because before consumers buy a product, consumers will first recognize the brand of a product, especially for products that have high value. In the market, there are many companies that provide accommodation. By recognizing a particular brand of accommodation product, potential consumers' interest in buying a product that is already in their memory will be higher. This research is qualitative descriptive research where data is obtained directly as primary data using interview guides with several marketing staff, and observation. Meanwhile, secondary data was obtained from library sources both in the company and from online sources. All data is then collected, data reduction is carried out, tables are made, and analyzed and conclusions are drawn. The research results show that marketing really cares about Indonesia's demographic map, where more than 60% are millennials and Generation Z, where they are very connected to social media. There are several social media platforms used by marketing parties to build brand awareness, such as Instagram, TikTok, Facebook, YouTube, and WhatsApp, but there are indications that Instagram and TikTok are the platforms that are more popular with potential consumers.

Information technology is a critical resource necessary for any company hoping to support and realize its strategic goals, which contribute to growth promotion and sustainable development. The selection of information technology and its strategic use are imperative for the enhanced performance of every aspect of company management, leading a wide range of companies to have invested continuously in information technology. Despite researchers, managers, and policy makers` keen interest in how information technology contributes to organizational performance, there is uncertainty and debate about the result of information technology investment. In other words, researchers and managers cannot easily identify the independent factors that can impact the investment performance of information technology. This is mainly owing to the fact that many factors, ranging from the internal components of a company, strategies, and external customers, are interconnected with the investment performance of information technology. Using an agent-based simulation technique, this research extracts factors expected to affect investment performance on information technology, simplifies the analyses of their relationship with economic modeling, and examines the performance dependent on changes in the factors. In terms of economic modeling, I expand the model that highlights the way in which product quality moderates the relationship between information technology investments and economic performance (Thatcher and Pingry, 2004) by considering the cost of information technology investment and the demand creation resulting from product quality enhancement. For quality enhancement and its consequences for demand creation, I apply the concept of information quality and decision-maker quality (Raghunathan, 1999). This concept implies that the investment on information technology improves the quality of information, which, in turn, improves decision quality and performance, thus enhancing the level of product or service quality. Additionally, I consider the effect of word of mouth among consumers, which creates new demand for a product or service through the information diffusion effect. This demand creation is analyzed with an agent-based simulation model that is widely used for network analyses. Results show that the investment on information technology enhances the quality of a company`s product or service, which indirectly affects the economic performance of that company, particularly with regard to factors such as consumer surplus, company profit, and company productivity. Specifically, when a company makes its initial investment in information technology, the resultant increase in the quality of a company`s product or service immediately has a positive effect on consumer surplus, but the investment cost has a negative effect on company productivity and profit. As time goes by, the enhancement of the quality of that company`s product or service creates new consumer demand through the information diffusion effect. Finally, the new demand positively affects the company`s profit and productivity. In terms of the investment strategy for information technology, this study`s results also reveal that the selection of information technology needs to be based on analysis of service and the network effect of customers, and demonstrate that information technology implementation should fit into the company`s business strategy. Specifically, if a company seeks the short-term enhancement of company performance, it needs to have a one-shot strategy (making a large investment at one time). On the other hand, if a company seeks a long-term sustainable profit structure, it needs to have a split strategy (making several small investments at different times). The findings from this study make several contributions to the literature. In terms of methodology, the study integrates both economic modeling and simulation technique in order to overcome the limitations of each methodology. It also indicates the mediating effect of product quality on the relationship between information technology and the performance of a company. Finally, it analyzes the effect of information technology investment strategies and information diffusion among consumers on the investment performance of information technology.

Customer loyalty is a phenomenon that is the center of attention of an organization or company because it greatly influences the continuity and development of the organization. Customers are said to be loyal if they have affection for a company's products or services. So that loyal customers will express this affection by saying positive things about the company's products or services to friends, relatives and co-workers. However, if customers feel uncomfortable with a company's products and services, there is a possibility that customers will switch from loyal to disloyal. This is usually called customer switching. This research is based on a systematic review of the influence of usability and ease of use of online shopping applications as well as the factors causing customers to switch from online shopping applications to mobile retail applications. Three phases are used in this study's systematic literature review (SLR). The factors that were discovered were categorized using three main themes. Interconnected among these three elements are perceived utility, perceived ease of use, and behavioral intention to use. This study also found that when TAM is added as a new component to gauge the intention to adopt an online shopping application, "trust, ease, and information quality" are the most important factors. By carefully identifying the effects of online shopping application on business management, this research contributes theory. The findings assist online shopping application service providers in formulating sensible plans for foreseeing and enhancing clients' intentions to use online shopping applications.

Information interchange between employees and others outside the corporation is referred to as business communication. To accomplish organizational objectives, managers and staff interact with one another through effective communication. This seeks to reduce mistakes and enhance administrative procedures. The four basic types of communication are verbal, non-verbal, visual, and written communication. The four primary business communication styles are typically upstream, downward, sideways, and external. Within a company, there is no "correct" method of communication. Therefore, communication is a means to make communication between people easier, understandable, and, above all, clear. In everyday language, means of communication are often equated with media. Communication is key in business to provide bold, concise statements regarding branding, strategy, and customer service. A company builds a brand that conveys a consistent message that is specific to its target market. Internal communication fosters teamwork and cooperation and helps employees and management get along. Relationship building with your team, consumers, and stakeholders demands good communication. Poor communication can destroy relationships, which may also result in lost sales and a tarnished reputation. Improving your communication skills with your team, suppliers, and customers is crucial for workplace interaction and raising employee productivity. Through communication, different programs and policies, crucial issues, organizational goals, and other topics are communicated to employees, improving their knowledge and enhancing their ability to carry out their duties more effectively. Communication research is at the cutting edge of theory and research in the communication field. It serves as a global forum for academics and professionals interested in recent findings in the domains of communication and related areas. Three different types of communication can be distinguished: verbal communication, which involves asking questions; textual communication, which involves interpreting someone's meaning and asking them to clarify what they mean; and nonverbal cues, which entail observing someone and inferring their intentions. Communication is fundamental to self-expression and meeting one's needs. The ability to communicate effectively is crucial for career progress. Effective communication abilities can help you comprehend and understand others, easing your path and interactions with people in your daily life. The TOPSIS method of ranking is evaluated based on enhanced ambiguity comparison with weighted average. Multiple response is one of the typical approaches used in TOPSIS to improve problems, reduce uncertainty, determine the weight of each response, and manage it continuously. Types of business communication include personal communication, external communication, formal communication, informal communication, mass communication, vertical communication, horizontal communication, and downward communication. Communication can be categorized based on the parties involved, formality, and other types. Personal communication ranks first, while formal communication has the lowest rank among the types of business communication

Changes in the business environment require companies to make adjustments in everything, one of which is business regulations to ensure the effectiveness of the business they run. Brand activation is aimed at achieving the company's business development targets and encouraging the growth of certain service products through the company's efforts to influence actual or potential consumers. The aim of the research is to determine the implementation of the Pos Aja application brand activation. The research method used is qualitative research with a descriptive approach. PT Pos Indonesia innovated to carry out brand activation activities for the Pos Aja application! so that the application is better known to the public and can increase the Company's sales. The aim of the research is to determine the implementation of the Pos Aja application brand activation. The research method used is qualitative research with a descriptive approach with data collection technique is carried out by observation and literature study. The research results show that Brand Activation can introduce products, maintain consumer loyalty to the company's products, and increase sales of the company's products and the brand activation of application the Pos Aja! from PT Pos Indonesia which using social media engagement with brand ambassador Atta Halilintar could build interaction with customer.

The Sapta Mandiri Entrepreneurs Association, representing Small and Medium Enterprises (SMEs) in Bandung Regency, stands out as an association of business actors that has successfully weathered the challenges posed by the Covid-19 pandemic. This association actively engages in business communication to enhance the entrepreneurial skills of its members. This article presents the findings of research conducted on this phenomenon. The primary objective of this research is to analyze the different types of business communication utilized, the factors influencing business communication, and the specific purposes behind such communication in improving the entrepreneurial skills of SME members. The research approach employed for this study is a case study, while data collection techniques include literature review, in-depth interviews, and observation. The research informants comprise administrators from the Sapta Mandiri Entrepreneurs Association. The results of the study reveal two main types of business communication practiced within the association of entrepreneurs: horizontal communication and vertical communication. Several factors have been identified to influence business communication, including perception, credibility, accuracy, suitability, and control. The primary purposes of business communication are to provide essential information, persuade members, and foster cooperation, thereby contributing to the enhancement of entrepreneurial skills among SME members. In conclusion, the Sapta Mandiri Entrepreneurs Association has demonstrated resilience during the Covid-19 pandemic by employing effective business communication strategies. This has enabled the association to support its members in enhancing their entrepreneurial skills and navigating through the challenging business landscape.
 Keywords: business communication, entrepreneurship, SME business people, the Covid-19 pandemic

Purchasing Decisions are purchasing decisions define that purchasing decisions are part of consumer behavior i.e. the study of how individuals, groups, and organizations choose, buy, use and how goods, services, ideas or experiences to satisfy their needs and desires is a public offering made to sell securities to society involving goods or services to consumers in smaller quantities aimed at consuming them or used it personally and couldn't resell it. Electronic world of Mouth (E-WOM) is a positive or negative statement made by potential, actual, or former consumers about a company's products or services through the internet. This study aims to analyze the influence of Price Perception and Electronic world of Mouth (E-WOM) on Purchasing Decisions on the Shopee online shopping site. Empirical Study on Shopee Customers in Bogor City.
 The type of data used is Primary data derived from the Respondent Questionnaire. The sample of this study amounted to 110 samples using the likert scale method which came from 110 number of respondents who corresponded to shopee users in the city of Bogor. in this study the data were analyzed using multiple linear analysis with the help of SPSS. The results of this study show that Price Perception affects Purchasing Decisions. Meanwhile, the Electronic world of Mouth (E-WOM) has no effect on purchasing decisions. Then simultaneously, showing Price Perception, and Electronic world of Mouth (E-WOM) affects purchasing decisions.
 Keywords: Price Perception, Electronic world of Mouth (E-WOM), Purchasing Decision

In short, business communication differs from other forms of communication in that it is related to the business of individuals, groups or organizations and aims to achieve certain business results. Business communication has a practical purpose. Communication is by definition a purposeful activity. Thus, some forms of communication have the task of entertaining, others of creating a certain mood, i.e. creating a certain sensory atmosphere, etc. Considering all that, business communication is no exception. The purpose of business communication is to achieve a business goal that an individual has in front of him. That is why the success of business communication can be measured by the degree of achievement of the individual's goals. Other characteristics of communication, such as correct writing, writing without typographical errors, comprehensibility of the written notice, etc. are important to the extent that they represent the means through which the one who communicates something more easily and to a greater extent achieves his goal. If there are a large number of stylistic and typographical errors, it is possible that the person reading the notice in question thinks that the content of the rest of the letter is also incomplete and full of errors. Key word: culture, business communication, clients.

The article examines the approaches to the organization and conduct of marketing research, establishes their role in the activities of modern enterprises in Ukraine, as well as notes the errors that may occur during the research. It is determined that marketing research can be conducted in various forms, but systematic research is common to all such forms. In order for the company's products and services to be accepted by consumers, management needs to know the needs and tastes of the target audience. Market research provides the company with the necessary information about competitors and its products / services in the market. Systematic marketing research requires careful planning and an orderly investigation process. The study of the market environment allows companies to reduce risk, determine the main characteristics of goods that are marketed, price levels, a set of marketing communications, sales channels. Marketing research helps the company direct resources to where they will be most effective In order for the company's products and services to be accepted by consumers, management needs to know the needs and tastes of the target audience. Market research provides the company with the necessary information about competitors and its products / services in the market. The results of such studies give an idea of what measures the company needs to take to ensure a competitive advantage in a market environment. Therefore, companies must make such business decisions and develop marketing strategies that will be based on market research. With the help of marketing research provides feedback from the company to consumers, which reveals the degree of satisfaction of their needs, characteristics of their consumer behavior when choosing and buying goods / services, motives, preferences and attitudes to goods. It is established that market research is important for any business and should not be carried out once. Successful companies need to conduct marketing research on an ongoing basis to track market trends and increase their competitiveness. Marketing research is important for businesses because it helps them understand the target market and increase sales.

Brand is an element that distinguishes a company's products and services from its competitors. The importance of the brand in the finance sector is quite great. For the consumer, the brand causes the company's products and services to be perceived as higher quality and more reliable. In today's competitive environment, brands in the financial services sector have marketing strategies that they must implement to differentiate themselves. The aim of the article is to touch upon the important points that brands must make in order to be preferred and to survive and differentiate in an ever-changing competitive environment. The article covers topics such as increasing brand value and brand image, creating high brand credibility, engaging in CSR activities, existing in the digital world, creating brand loyalty and brand awareness.

Churn is the phenomenon of a customer terminating their relationship or subscription with a company or service provider[1]. It represents the rate at which customers stop using a company's product or service during a specific period of time. Attrition rate is an important metric for businesses as it directly impacts revenue, growth and customer retention. In the context of the churn data set, the churn label indicates whether a customer has been churn. Lost customers are those who decide to stop buying the company's products. On the other hand, non-churn customers are those who continue to buy the company's products. Understanding customer churn is critical for businesses to identify the patterns, factors, and metrics that lead to customer churn. By analyzing churn behavior and its associated characteristics, companies can develop strategies to retain existing customers, improve customer satisfaction, and reduce customer churn. Predictive modeling techniques can also be applied to anticipate and proactively address potential customer churn, enabling companies to take proactive steps to retain at-risk customers[2].

The design of this promotional video advertisement was made to introduce the company's products to potential buyers, find information about clothing products and typical Batam souvenirs, and can be a means of company promotion. The design is targeted to increase the buying interest of potential consumers. The design of a promotional video ad is based on a case study at Graha T-Obenk Premium Kaos Batam which is a 3 (three) month process. The object of the activities carried out is in the form of direct observations in the field to see the circumstances and situations that occur, how the marketing process has been done to consumers so far. From the conditions that occur in the field, we can see the lack of interest from potential consumers to offers in the form of catalogs in the form of brochures and books. The conclusions and suggestions in this promotional video advertisement are to increase the attractiveness of potential consumers in finding information about Batam souvenir products and also to increase company promotions.