The shifts of marketing communication in times of economic downturns in Indonesia

Marketing communication is a form comunication that aims to strengthen the marketing strategy and comunucation alications to help the marketing activities of a company. In addition, the marketing comunication activites are intended to introduce, establish and create interactions between companies with business partners and customers, and is an attempt to communicate the company, the products or services to outside business partners, suppliers and consumers. Marketing communication strategies in consumer goods marketing should be able to achieve the goal of marketing, that is satisfy the customers.This study wanted to know how the marketing communication strategies in marketing consumer goods in the PT Expand Berlian Mulia Semarang. The object of this study conducted to assess the marketing communication strategies in marketing consumer goods in PT Expand Berlian Mulia Semarang. The study subject is PT Expand Berlian Mulia Semarang and chose this company because of its position as a market leader in the field of consumer goods distributor. The theories used in this research are the process of communication, strategy, marketing communication strategies SOSTAC models, and forms of marketing or promotional communications. The paradigm of this research is construktivist paradigm and research method used the case study method of qualitative approaches. This study tried to find empirical evidence of the object research,reveals how marketing communication strategies in consumer goods marketing products at PT Expand Berlian Mulia and develop the meaning of the implementation of marketing communication activities. Results showed correspondence between conceptual patterns predicted by theories that are relevant to the empirical findings patterns of case studies. Based on the analysis conducted can be concluded that marketing communication strategies in PT Expand Berlian Mulia use promotion mix such asadvertising, sales promotion, personal selling and marketing events. Marketing communication activities are supported by the company's brand or principal holder

Telkomsel is currently improving and strengthening their brand by releasing independent products and products that are widely used by people today. In order for the sales level to reach the target, Telkomsel requires an effective marketing communication strategy in order to satisfy and define consumers. In this study the researchers chose the Halo card product at PT. Telecommunications Seluler Medan Marelan regional office, which can be seen in their high level of sales of their products, one of which is Telkomsel Halo. Based on this background, the question arises how the marketing communication strategy is used in marketing Telkomsel Halo products and what is consumer behavior towards the Halo Telkomsel product. So in this study the aim is to describe the marketing communication strategies used by Telkomsel in marketing Halo products in order to attract and set consumer targets and to know consumer behavior towards Telkomsel Halo products. This type of research is qualitative with a symbolic interaction approach where the data is determined through observation, interviews, and documentation directly in the field. The theory used is integrated marketing communication (IMC) theory. The results of this study can be concluded that the marketing communication strategy used in marketing Telkomsel Halo products at the Medan Marelan regional office uses the theory of integrated marketing communication marketing strategy which consists of 6 components, namely advertising, direct marketing, interactive marketing, sales promotion, public relations and personal selling. In addition, several factors were found that influence consumer behavior towards Telkomsel Halo products, namely internal factors and external factors.

This article focused on how to answer the intense of new media’s marketing communication strategy in Serambi Botani. The combine of new media marketing communication with conventional marketing communication strategy, which used by Serambi Botani, is the development of the new marketing communication strategy. This study used a qualitative approach and the results show us some facts. First, the consumer of Serambi Botani’s products is dominated by women. Tthis study also found that there was a change on their consumer behavior, which is on the reach of consumers. Usually, Serambi Botani’s consumers are local communities, but when Serambi Botani used new media on their marketing communication strategy the reach number of consumers increased to global and local customers. It also has implications to the increased number of product sales. This new consumer behavior can be used as a new marketing communication strategy on Serambi Botani.

Communication concerning social life is marketing communication. An educational institution requires marketing communications due to introducing the educational institution to the wider community. This study aims to determine the school's marketing communication strategy in accepting new students at the State Islamic Senior High School (MAN) 3 Palembang, South Sumatra Province. It is known that at MAN 3 Palembang the number of new students tends to fluctuate because MAN 3 Palembang has not implemented the right marketing communication strategy. SWOT analysis theory explains the strengths, weaknesses, opportunities and threats that occur. Furthermore, in marketing science there is also STP (Segmenting, Targeting, and Positioning) as a marketing strategy. This study uses a descriptive qualitative method with a constructivism paradigm. Based on the results of the study, it shows that the school marketing communication strategy in accepting new students at the State Islamic Senior High School (MAN) 3 Palembang, South Sumatra Province, which has been carried out/so far has been running in the PPDB process, is to use a push strategy and a pull strategy. The marketing communication strategy model that can be implemented in the future by MAN 3 Palembang is to continue implementing the superior programs that have been running so far.

Purpose: This study aims to explore the digital marketing strategy employed by PT Sewu Segar Primatama, specifically through its Instagram account @rejuveid, for marketing its cold-pressed juice products in Indonesia. The research investigates how the company has adapted its marketing communication strategy in response to changing market dynamics. Results: The findings indicate that PT Sewu Segar Primatama has shifted its marketing communication from traditional methods to digital platforms, particularly Instagram, in response to emerging market trends. The company has optimized its marketing efforts to align with consumer behavior, leveraging Instagram’s capabilities to engage with the audience. Findings: The study highlights that PT Sewu Segar Primatama has effectively used Instagram to engage consumers at various stages of the AISAS communication model (Attention, Interest, Search, Action, Share). The company’s approach incorporates educational content and interactive campaigns to maintain consumer interest. Novelty and Originality: This research contributes to the growing body of knowledge on digital marketing strategies, particularly in the FMCG sector, by offering insights into how brands can optimize Instagram for effective communication and engagement. Conclusion: PT Sewu Segar Primatama’s shift to digital marketing through Instagram has proven to be a successful strategy in adapting to changing consumer needs, demonstrating the effectiveness of social media in modern marketing communication. Type of paper : Empirical Research Paper

The impact of the COVID-19 pandemic resulted in a shift in consumer behaviour, as there was an increase of first-time E and M-commerce shoppers. This resulted in South African marketers adjusting to digitisation by creating clear communication and marketing strategies. The research objectives of this study were to understand how South African brand and marketing managers adapted to the COVID pandemic and to comprehend how marketing communication strategies in general have changed since. A qualitative methodology of structured interviews was conducted. A convenience sampling method was used to select the participants. The research findings indicate that the eight managers interviewed relied on face-to-face interaction with the customer through in store promotions and events before COVID-19. Several interviewees stated that communication on product benefits and features relied heavily on in-store activations. However, during the COVID-19 pandemic, all marketers who participated in the study revealed that they invested in digital communications. As more brands and businesses used digital platforms and social media to drive their products, marketers had to work on communicating in order to convert into sales, but they also increased customer engagement. The study highlights how innovative marketing communication strategies in the post COVID environment leads to an agile enterprise having a competitive advantage. The study also highlights the importance of understanding income and demographics of the South African customer in different regions of the country, as that influences the marketing strategies used.

As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper argues that online consumer review, a type of product information created by users based on personal usage experience, can serve as a new element in the marketing communications mix and work as free “sales assistants” to help consumers identify the products that best match their idiosyncratic usage conditions. This paper develops a normative model to address several important strategic issues related to consumer reviews. First, we show when and how the seller should adjust its own marketing communication strategy in response to consumer reviews. Our results reveal that if the review information is sufficiently informative, the two types of product information, i.e., the seller-created product attribute information and buyer-created review information, will interact with each other. For example, when the product cost is low and/or there are sufficient expert (more sophisticated) product users, the two types of information are complements, and the seller's best response is to increase the amount of product attribute information conveyed via its marketing communications after the reviews become available. However, when the product cost is high and there are sufficient novice (less sophisticated) product users, the two types of information are substitutes, and the seller's best response is to reduce the amount of product attribute information it offers, even if it is cost-free to provide such information. We also derive precise conditions under which the seller can increase its profit by adopting a proactive strategy, i.e., adjusting its marketing strategies even before consumer reviews become available. Second, we identify product/market conditions under which the seller benefits from facilitating such buyer-created information (e.g., by allowing consumers to post user-based product reviews on the seller's website). Finally, we illustrate the importance of the timing of the introduction of consumer reviews available as a strategic variable and show that delaying the availability of consumer reviews for a given product can be beneficial if the number of expert (more sophisticated) product users is relatively large and cost of the product is low.

Abstract: competition in the business world becomes more intense, confronts the uncertain situation. not a few companies out of business because no longer able to maintain the viability of their business. This phenomenon occurs as a result of the competitive business world competition and each company would like to win the competition. The company's core competition need to be explored in order to create competitive advantage by using the right marketing communication strategy. Companies also need to use your strengths and minimize kelemahana to seize market opportunities. the existence of many rivals in the business world will be able to become a benchmark for the company. in a sense can be a motivation in running the business. it also applies to those businesses in the health services industry, whether it be hospitals, health centers and private practitioners, in order to live and develop the necessary skills and knowledge in strategic marketing communications. Health is one of the basic human needs. Healthy itself is a state of optimal physical, mental and social, and not just limited to the state of being free of any disease or infirmity. the hospital is one part of the health service. From the data processing and research, it is known marketing communications and promotion of the right to use RSI Lumajang in order to increase the number of visitors and the people who come and pick RSI Lumajang as health services. From these results can be made suggestions that might benefit Lumajang RSI to determine the right marketing strategy.

In today's competitive entrepreneurial landscape, effective marketing communication strategies play a pivotal role in success. Entrepreneurs are increasingly adopting cutting-edge technologies like artificial intelligence (AI) and big data analytics to optimize their marketing efforts. This research explores the synergistic impact of AI and big data analytics on marketing communication strategies within entrepreneurial ecosystems, presenting a data-driven approach. The study assesses the current marketing communication landscape in entrepreneurial ventures, identifying challenges faced by entrepreneurs in connecting with their audiences. By reviewing the latest trends in AI and big data applications, we investigate their integration into marketing communication strategies. Through case studies and empirical data analysis, the research uncovers the successful adoption of AI and big data analytics in entrepreneurial marketing communication. These technologies enable personalized and targeted campaigns by identifying customer preferences and behaviors. Big data analytics helps refine marketing strategies by extracting valuable insights from vast datasets. The research also addresses challenges and ethical considerations related to data privacy and bias. Additionally, it explores the necessary infrastructure and human capital for effective implementation. The findings highlight AI and big data's critical role in driving innovation and growth in marketing communication within entrepreneurial ecosystems. Adopting a data-driven approach empowers entrepreneurs to enhance marketing effectiveness and gain a competitive edge. In conclusion, this research showcases AI and big data analytics as transformative tools for shaping marketing communication in entrepreneurial ventures. Leveraging these technologies strategically can unlock novel opportunities and ensure long-term business success in the dynamic marketplace.

Objective: This study aimed to investigate the effect of marketing capabilities on export investment performance, with the mediating role of marketing communication and competitive strategy, and the moderating role of technology turbulence in SAIPA Company. Methodology: This applied, descriptive-survey study was conducted among managers and experts of SAIPA Company. A total of 158 respondents were selected using a simple random sampling method. Data were collected via a standardized questionnaire whose validity and reliability were confirmed through factor loadings, Cronbach's alpha, composite reliability, and AVE indices. Data analysis was conducted using SmartPLS and structural equation modeling. Findings: The results revealed that marketing capabilities had a significant direct effect on export investment performance, marketing communication, and competitive strategy. Additionally, marketing communication and competitive strategy significantly mediated the relationship between marketing capabilities and export investment performance. Technology turbulence moderated the relationship between marketing capabilities and marketing communication, as well as between marketing communication and competitive strategy. All path coefficients were significant at the 0.01 level, and model fit indices were within acceptable ranges. Conclusion: The findings suggest that marketing capabilities can enhance export investment performance by strengthening marketing communication and competitive strategy, even in turbulent technological environments. These results underscore the need for export-oriented firms to develop technology-driven, flexible, and customer-centered marketing strategies.

Improvement of the South Kalimantan tourist area to be successful must be made through a partially integrated arrangement and development that remains integrated with other tourist areas, namely the Lok Baintan Floating Market. The researcher analyzes the marketing communication strategy and the process of implementing the marketing communication strategy and tries to find an effective marketing communication model for maintaining and promoting the product image and the existence of the Lok Baintan Floating Market. This research is qualitative, and it can produce descriptive data. Researchers also explore the object under study, with several vital informants who become sources in helping researchers to describe and examine content and marketing communication planning steps carried out through message content design, message design, media and other components as a persuasive communication medium in conveying messages. Tourism products and explain the results of research studies on marketing communication strategy activities. This study uses Austin Babrow's PIT Theory stating that humans have two orientation tendencies: Probabilistic and Evaluative. The researcher made MOKOMPAR LOBA based on the analysis IMC made based on identifying targets, analyzing goals, developing strategies and evaluating processes supporting marketing communication activities programs. MOKOMPAR LOBA describes an integrated marketing communication model, namely the concept of planning the delivery of persuasive communication through integrated marketing communication mix messages.

Purpose: This study aims to explore marketing communication strategies for consumable products in emerging markets, with insights drawn from Indonesia’s rapidly evolving digital commerce environment. As competition intensifies in terms of price, product quality, and promotional activities, businesses face growing challenges in developing effective marketing communication approaches that enhance brand positioning and customer engagement. This research seeks to identify key elements and best practices of marketing communication strategies suitable for consumable product sectors operating in highly competitive online marketplaces. Methodology: A qualitative approach was employed, guided by Kotler and Keller’s Integrated Marketing Communication (IMC) framework and P.R. Smith’s SOSTAC model. Data were collected through in-depth interviews and observation of business actors engaged in online commerce in Indonesia, with particular reference to the implementation of marketing strategies on leading e-commerce platforms such as Tokopedia. The study emphasizes the formulation, coordination, and execution of digital marketing communication strategies in a dynamic online retail environment. Findings: The results reveal that successful marketing communication strategies for consumable products in emerging markets involve a combination of advertising, publicity, and interactive digital engagement. Consistent brand messaging across online channels, rapid customer response, and the use of promotional events were identified as crucial factors in strengthening consumer trust and loyalty. The effective integration of IMC components within e-commerce ecosystems supports sustained competitiveness and brand differentiation. Originality/Novelty: This study offers new insights into how integrated marketing communication frameworks can be adapted for consumable product marketing in emerging markets. It highlights the strategic role of e-commerce platforms as adaptive media for digital marketing communication and brand engagement in Indonesia’s dynamic marketplace.

Covid-19 pandemic affects several aspects generally in economics aspect causing business to close permanently. One business that capable to maintain it business is Rumpis Kitchen restaurant this indeed can’t be separated from their applied marketing communication strategy. Based on that, issues to be studied in this research are: how is the implementation of marketing communication strategy to maintain the business of Rumpis Kitchen restaurant during the pandemic? What are the obstacles of marketing communication strategy in maintaining the business of Rumpis Kitchen restaurant during the pandemic? How is the implication of marketing communication strategy to maintain the business of Rumpis Kitchen restaurant during the Covid- 19 pandemic? The theories used to discuss the problems are: integrated marketing communication theory, communication barrier theory, also dependency theory and media effects. This research apply qualitative method with descriptive approach along with the techniques we use to collecting data are interview, observation, and literature study.
 
 In this research we found that: the implementation of marketing communication strategy in the Rumpis Kitchen restaurant is by implementing six elements of integrated marketing communication theory, which are: advertising using Instagram and endorsement, direct marketing through telemarketing and website, sales promotion by giving free products, discount, dan giveaway, personal selling by the employees, interactive marketing by Instagram features, and public relation by community service, publication, and championship competition. The obstacles in implementing marketing communication strategy in Rumpis Kitchen restaurant are environmental barrier and consumer barrier. The implication of implementing marketing communication strategy in Rumpis Kitchen restaurant is because of the changes of consumer by cognitive, affective, and behavioral aspects.

The subject of the article is culture, its elements and identifying the impact of culture on marketing communication strategies. In addition, the aim is to obtain information on the characteristics and elements of culture specific to Japan, and to examine the impact of Japanese culture on marketing communications. Culture, which is a very broad topic, includes people’s lifestyles, ways of behavior, attitudes, beliefs, values and norms, systems of thinking and learning, and traditions transmitted from generation to generation. Elements of culture influence marketing communications and the marketing strategy which is used by salespeople to effectively increase sales. For communication to be effective, the message and the way it is conveyed must be tailored to the culture of the recipient. The article begins with brief overview and the explanation of the role of marketing communications. It includes the description of all the marketing communications mix factors: advertising, sales promotion, personal selling, public relations and direct marketing. It allows for looking deeper into layers of culture such as: symbols, heroes, rituals and values with brief explanation of each of them. It also includes description of Hofstede’s cultural dimensions and high-low context cultures proposed by Hall. These dimensions were used to analyze Japanese society, the characteristics of Japanese culture and its impact on marketing communications.

This research examines the marketing communication strategy applied by Arif Catering Service and Organizer CV. Arif Abbasy Mahardika in increasing customer interest through promotion. The background of this research departs from the intense competition in the catering service industry and event organizers that are increasingly competitive and changes in consumer behavior that tend to be digital. The purpose of this research is to analyze how marketing communication strategies are used by Arif Catering, the media adopted, and the effectiveness of these strategies in attracting customers. This research methodology uses a qualitative approach with a post-positivism paradigm. Data collection was conducted through interviews, observation, and documentation involving informants from Arif Catering’s management and customers. The research findings show that Arif Catering implements a marketing communication mix that includes digital advertising, sales promotion, and public relations to strengthen its position in the market. In its implementation, the strategy integrated with digital media proved to be more effective in attracting customers, especially in the post-pandemic period. This research contributes to the marketing literature by highlighting the importance of data-driven and digitally-adaptive marketing communication strategies to support the success of small and medium-sized enterprises (SMEs) in the service sector in Indonesia. The practical implications of this research are expected to serve as a guideline for other catering and event organizer businesses in developing relevant and effective marketing strategies.