Communication Marketing Strategies Research Articles

Analyzing Strawberry Preferences: Best-Worst Scaling Methodology and Purchase Styles.

This research has investigated Italian consumers' preferences for and purchasing behaviors of strawberries utilizing the Best-Worst Scaling methodology (BWS). This approach enables the key factors that influence strawberry purchasing decisions to be identified and different choice groups to be characterized. To achieve this goal, a survey was conducted on a sample of 496 respondents living in the metropolitan area of Milan (North Italy). The declared preferences of the individuals for 12 strawberry characteristics, divided into intrinsic, extrinsic, and credence attributes, were first measured. A Latent Class Analysis (LCA) was then performed to identify different clusters of consumers according to the individuals' preferences. Subsequently, the heterogeneity of the clusters was tested, using the Chi-square test, and sociodemographic characteristics and purchasing habits were considered. The results suggest that the most important attribute in the choice of strawberries was appearance, highlighting the importance of preserving it throughout the supply chain, followed by one of the increasingly important aspects of diets, which is health benefits. The attribute considered the least important was the brand. This study demonstrates, from a holistic point of view, that sociodemographic characteristics, food habits, and perceptions of different strawberry attributes influence consumers' preferences and behaviors. Practical implications suggest a new prospective for communication marketing strategies for producers, creating a better brand identity and highlighting in their marketing all of the aspects that consumers would like to know about the fruits they choose as quality certifications.

Telkomsel Halo Product Marketing Communication Strategy at PT. Medan Marelan Regional Office Cellular Telecommunications

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.

Research on Sports Brands Integrated Communication Marketing Strategy in the Age of New Media: A Case Study of Lululemon

This paper focuses on the application of intergrated marketing communication in sports brands. And take Luluemon as an example to investigate the marketing stragtegy. With the development of the consumers' consumption behavior, sports brands need to change their marketing concepts and innovate their marketing thinking. By prioritizing consumers, integrating various communication channels as well as setting new guidelines for different marketing, Lululemon has already achieved success in marketing by implementing integrated marketing communication. Also, the application of Internet media technology and thinking is essential to establish brand image, transmit brand connotation, and enhance the influence of the brand. This paper provides an important reference for sports brands to implement integrated marketing communication in the new media era.

Marketing Communication Strategy in Promoting Graduates Vocational Tourism School to Graduates Users.

This research was conducted by observing the communication marketing strategy used at SMK Negeri 6 Palembang in marketing graduates to graduate users. The graduates who are the focus of this research are Human Resources (HR) in Tourism with a major in Hospitality and Restaurant. The research approach used is a qualitative study by directly observing and interviewing relevant parties, and taking data available in the field. The communication strategy used by SMK Negeri 6 Palembang takes into account the 4p (Product, Price, Place, and Promotion) elements from the producer's point of view and the 4c (Consumer, Cost, Convenience, and Communication) elements from the consumer's point of view. SMK Negeri 6 Palembang directly involves consumers (graduate users), and the tourism industry in creating quality graduates (Tourism Human Resources). The results of the study show the benefits of each party, both from SMK Negeri 6 Palembang and from the Tourism Industry. SMK Negeri 6 Palembang easily creates Tourism HR by following the needs and standards of the industry because they are accompanied by the Industry. Meanwhile, the tourism industry easily recruits human resources for tourism to be placed in departments that match the qualification needs of the tourism industry, both nationally and internationally.

AIDA DALAM DIGITAL MARKETING COMMUNICATION LEMBAGA AMIL ZAKAT NASIONAL DOMPET DHUAFA

This study is purposed to analyse the AIDA strategy model (Attention, Interest, Desire and Action) in digital marketing communication strategies at Laznas Dompet Dhuafa. In this study, a qualitative approach was used with a descriptive study research method. The results showed that AIDA became the model applied by Laznas Dompet Dhuafa in planning and developing digital communication marketing strategies, with the use of digital media websites and social media to attract attention (attention), give an attractive impression (interest), make potential donors have a desire (desire) to donate and make potential donors take decisions (action) to donate at Laznas Dompet Dhuafa.

DEIXE SEU LIKE!

Em um cenário de expansão da competição entre destinos turísticos, as DMOs se vêm frente ao desafio de posicioná-los de maneira atrativa. Para tanto, estas organizações podem fazer uso das mais variadas estratégias de marketing comunicacional, dentre as quais estão as mídias sociais, plataformas cuja mensuração da efetividade se dá através do engajamento. Destes canais, originam-se os influenciadores digitais, que, nos últimos anos, têm ganhado maior destaque acadêmico e mercadológico. Em face a esta fundamentação teórica, esta pesquisa teve como propósito mensurar o grau de engajamento nas publicações com digital influencers no Instagram das DMOs brasileiras, com recorte temporal entre dezembro/17 e dezembro/18. Para alcançar os resultados necessários ao problema que foi proposto, a técnica de mineração de dados foi utilizada em uma amostra de 11 perfis do Instagram de DMOs estaduais brasileiras, selecionadas após um processo de filtragem. Os dados coletados foram tratados a partir de uma abordagem quantitativa descritiva, tendo como parâmetro três indicadores principais, a saber: (1) total de publicações, (2) média de curtidas e (3) médias de comentários. Todos estes índices foram definidos após a consulta da literatura sobre engajamento. Em geral, os resultados indicaram que as postagens com influenciadores digitais possuem melhores resultados, dado o recorte temporal proposto, sobretudo quando estes são comparados com os índices das postagens gerais. Entretanto, ênfase deve ser atribuída ao perfil de Minas Gerais, que, apesar de ter os melhores resultados de engajamento nos cenários com e sem digital influencer, foi uma das poucas DMOs na qual a efetividade das postagens com influenciadores não foi superior. O caráter inovador desta investigação decorre da utilização da técnica de mineração de dados para apresentar resultados precisos quanto à efetividade de uma estratégia de mídia social que está em ascensão, oferecendo uma estrutura sólida de análise aos gestores e fomentando o campo de discussão.

Construction of Interactive Integrated Communication Marketing System in Big Data Era

In the era of big data, the interactive communication and marketing framework integrated with massive data and information technology systems is becoming increasingly sophisticated. From the perspective of the overall architecture, to construct an interactive integrated communication marketing system, we must actively expand the big data communication marketing platform and do a good job of analyzing consumer consumption orientation. We need to fully optimize the interactive integrated communication marketing strategy, and do a good job of feedback of marketing results, so as to comprehensively improve marketing profits. Generally speaking, the core of integrated communication marketing is to take the consumer as the guide, make full use of various forms of communication, promote the organic combination of internal communication and external communication, optimize the marketing strategy management mechanism, and ensure long-term marketing effectiveness. This article will briefly discuss the construction plan of the interactive integrated communication marketing system in the era of big data, hoping to provide reference and reference for network marketing management.

STRATEGI PEMASARAN KOMUNIKASI DIGITAL MARKETING PLATFORM (CASHBAC) UNTUK MENINGKATKAN DAYA BELI KONSUMEN

This research is focused on communication marketing strategies at PT. Global Pay Indonesia (Cashbac). The purpose of this research is to find out the marketing strategy of digital marketing platform (Cashbac) to increase consumer purchasing power. The main theory is Marketing Mix (4P). The object of this research is the communication marketing strategy by the sales team and the Marketing team at PT. Global Pay Indonesia (Cashbac). The research method used is qualitative with a case study approach. The results of this study are that Cashbac has run all four aspects of prices, places, products and also promotions to increase consumer purchasing power from time to time to be even higher.

SOCIAL MEDIA AS A TOOL OF POLITICAL PERMANENT CAMPAIGN ON THE EXAMPLE OF THE ACTIVITY OF POLISH POLITICIANS

In the context of the processes of professionalization and modernization of political communication and mediatization of politics, the aim of the article is to show how to use social media in strategies for communicating of party leaders on the Polish political scene.
 The research questions concerned attempts of the politicians to use social media to implement communication marketing strategies, in particular in the aspect of engaging and mobilizing Internet users not only in the periods of electoral campaigns, but also in the long-term perspective.
 The messages disseminated by politicians in social media (mainly on Facebook and Twitter) were analysed primarily from the point of view of their effectiveness (measured by the popularity of entries and their media visibility). It was important to pay attention to the ways of presenting and creating the political reality by politicians through the media.
 The empirical research covered the years 2015-2017 and were of the longitudinal nature.
 The basic research method is the analysis of the content, both quantitative and qualitative. Examining the way of the presentation of specific issues I am using the concept of framing the media messages.
 According to the first hypothesis (H1), the use of social media by Polish politicians proves the growing professionalization of political communication, especially through the prism of its Americanization based on the concept of a hybrid style of communication, thus adapting selected solutions tested on the American political scene to Polish realities.
 The second hypothesis (H2) indicates that in the communication strategies of political party leaders, social media are perceived as a communication tool which primary function is not only to inform but also to maintain relations with a potential electorate, in accordance with the assumptions of relationship marketing.

PEMANFAATAN BIG DATA UNTUK PERCEPATAN PROSES UNDERWRITING SEBAGAI STRATEGI KOMUNIKASI MARKETING TERPADU PERUSAHAAN ASURANSI JIWA

Abstract In the fast-paced era like now, the demand for effective and efficient business processes is increasing, not least in the insurance industry. One of the things that can increase the acceleration of business processes is the utilization of big data in the industry. Big data is important, those who can take advantage of big data will have a strong and fast base in making business decisions including the insurance company Allianz. Utilizing big data in accelerating business processes in the insurance industry, especially at PT. Allianz Life Indonesia insurance occurs in the process of accelerating underwriting with an automatic underwriting system so that it can be one of the selling points in the marketing process of corporate communications to customers. The presence of this automatic underwriting system replaces the role of human underwriters by the system so that the role of underwriters will be increased to process prospective customer data that is more complex and requires analysis that is not contained in the system. The company expands into new markets by highlighting the advantages of a faster and simpler underwriting process that is supported by the use of Big Data and more sophisticated analysis as one of the marketing communication strategies. The purpose of this conceptual paper is to explain how big data management can be used as one of the insurance company's marketing communication strategies. Keywords: Big Data, Underwriting, Communication Marketing Strategy DOI : https://doi.org/10.26905/nomosleca.v4i2.2546

Marketing Communication Strategy of Warung Sate Lego In the Perspective of Islam

Abstract The development of technology in an increasingly modern era with the presence of smartphone allows businesses to sell their goods online, not only through the web, but also through social networks such as facebook, twitter and instagram. This research explains communication marketing strategy of satay lego food stall implemented with Islamic marketing system using social media facebook and instagram. Warung satay lego is a typical Ponorogo food culinary business that has been running for about three years. It is using facebook and instagram as an online marketing communication media to promote their product. This research uses qualitative descriptive method by collecting data through interview, observation and documentation. The informants in this study are the owner or manager of Warung Sate Lego and social media advertisement of sate lego stall. The theory used is the theory of marketing communication mix in the promotion that is through advertising, sales promotion, public relations, direct sales and internet marketing. The result of this research is that the marketing communication strategy done in Warung Sate Lego used Islam perspective. Marketing method used is marketing communication mix with promotion implemented through social media, facebook, instagram, whatsapp and also website. From the strategy used, there is an increase in purchases which is in accordance with the purpose of marketing communications run by Warung Sate Lego. Keywords: Islamic marketing communication strategy, Promotion, Facebook and Instagram

STRATEGI KOMUNIKASI PEMASARAN PARIWISATA BANYU MILI DALAM PENINGKATAN JUMLAH PENGUNJUNG

Tourism becomes the main source of income that shifts the existence of mining business. Tourism objects in the district wonosalam jombang district is very diverse but dominated by the potential of nature tourism. One of the popular natural attractions in the district wonosalam is djawi village, banyu mili and pine forests are all located in the village carang wulung. But the fact that the number of visitors increase the number of crucial problems experienced by the manager. One effort to be able to increase the number of tourist visits is a marketing communication marketing strategy. This study focuses on descriptive qualitative research. The result of the research shows that the important elements in marketing mix are personla selling, advertising, publication, promotoin sales, and sponsorship. Kampung djawi shows that the five mixes have been applied and are continuously improved from various aspects, in contrast to banyu mili and pine forests whose marketing capabilities have been applied to only publications and personal selling. While the limitations of human and financial resources to be a barrier in the application of sponsorship, advertising, and sales promotion. Based on these data, it is obvious that the number of tourist visits of djawi kampung tend to increase gradually, while banyu mili and pine forests tend to be stable and stagnant. Keywords: Tourism, Marketing Strategy, Communication

A Study on the Use of Digital Signage as a Communication Marketing Strategy

A Study on the Use of Digital Signage as a Communication Marketing Strategy