Marketing Communication Research Articles

Strategi Komunikasi Pemasaran Es Teh Solo 1987 Cabang Warakas dalam Membangun Brand Image

Brand image has an important role in delivering the company to its goals or targets. Currently, the competition in the iced tea cold drink market is very tight and mushrooming everywhere so that this is the cause of Iced Teh Solo 1987 experiencing a consistent decline in sales in recent months. These problems should be solved through strengthening the brand image so that customer trust can be built. This study aims to analyze the marketing communication strategies carried out by Es Teh Solo 1987 Warakas branch in building a brand image. This research was completed using a descriptive qualitative method with data collection techniques through observation and interviews. The data analysis techniques used in this study are in the form of the reduction stage and the presentation stage. The results of this study show that Es Teh Solo 1987 uses five ways to maintain its brand image as a cheap and affordable brand. The five ways are through personal sales, events and experiences, public relations, sales promotion, and corporate branding.

Understanding fans’ responses to sustainability: a segmentation of sport event goers’ pro-environmental intentions and behaviours

ABSTRACT It is widely argued that sport can be a tool to market environmental sustainability both through and within it, yet there exists a notable gap between individuals’ environmentally friendly interests and actions in and around sport. In this study, we centre on sport event goers in an attempt to better study and segment them, based on their pro-environmental intentions and behaviours, in order to better identify how future marketing communication campaigns on environmental sustainability could be better tailored and targeted to each segment. Quantitative data collected through an online survey during a football match (n = 578) are analysed for patterns to be identified, before a cluster analysis is conducted. Three distinct clusters are identified, each pointing to a different form of the value-action gap. The segmentation profiling obtained through this study illustrates the differences among individuals that need to be understood first, before environmental sustainability campaigns are to be created.

Impact of integrated marketing communication strategies on choice of higher education institutions

In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingly, age does not yield significant differences in IMC perceptions. A positive correlation (0.632) between IMC perceptions and choice of HEIs underscores the importance of customized strategies in attracting and engaging students. IMC strategies such as digital marketing, social media engagement, content marketing, alumni engagement, and student ambassadors significantly influence the choice of HEIs with the variance of 0.315, 0.523, 0.394, 0.619, and 0.298, respectively. Further, IMC strategies such as digital marketing, social media engagement, alumni engagement, partnership with influencers, and student ambassadors significantly influence the selection of disciplines with the variance of 0.298, 0.642, 0.497, 0.421, and 0.234, respectively. In essence, this study emphasizes the pivotal role of effective IMC strategies in higher education choice decision-making and provides actionable insights for institutions seeking to refine their marketing approaches.

Research on the Influence of Mobile Short Video Marketing on Consumers' Purchasing Behavior

Research on the Influence of Mobile Short Video Marketing on Consumers' Purchasing Behavior

Marketing and communication in the wine sector: the Catalan wine DO on social networks

PurposeThis paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.Design/methodology/approachThe study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.FindingsThe study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.Research limitations/implicationsThe findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.Originality/valueThis research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

Pengaruh Citra Destinasi dan Komunikasi Pemasaran Terhadap Loyalitas melalui Kepuasan Pengunjung Destinasi Pantai Lon Malang

This study aims to examine the effect of destination image and marketing communication on loyalty through visitor satisfaction. This type of research is quantitative research with Structural Equation Modeling data analysis techniques using the SmartPLS version 4.0 statistical program. In this study, the population is not known for certain (infinite) and the sample used is tourists visiting Lon Beach, Malang. This study uses a questionnaire with a Likert Scale. The results of the study obtained that destination image affects loyalty with a p-value <0.05 and t-statistic> 1.96, while destination image does not affect satisfaction with a p-value> 0.05 and t-statistic <1.96, but marketing communication has an effect on loyalty with a p-value <0.05 and t-statistic> 1.96, and communication also has an effect on satisfaction with a p-value <0.05 and t-statistic> 1.96.

Pengaruh Strategi Marketing Mix Terhadap Keputusan Pembelian pada Alyasini Mart Rembang

In keeping up with the development of the lifestyle of the surrounding residents. As well as business strategy movements such as minimarkets such as Indomart and Alfamart that are familiar everywhere, performance efforts to retain Alyasini Mart minimarket consumers are very important in order to plan the overall marketing communication program process or marketing mix. This study aims to explain the influence of marketing mix strategy on purchasing decisions at Alyasini Mart Rembang, and among the variables are products, prices, promotions, locations. To measure the above influence, the researcher used a quantitative approach with a sample survey type, this study was 100 respondents who were consumers of Alyasini Mart. The data analysis used is analysis with multiple regression analysis, validity test of classical assumption test, hypothesis test (T and F test) with the help of spss, the results of this study show that product variables partially have a positive and significant effect on purchase decisions. Price partially has a positive and significant impact on purchase decisions. Promotions partially have a positive and significant impact on purchase decisions. Places partially have a positive and significant influence impact on purchase decisions. Marketing Mix (Product, Price, Promotion, Place) simultaneously has a positive and significant influence on purchasing decisions at Alyasini Mart Rembang.

Strategi Fundraising Zakat, Infaq dan Sedekah Melalui Sistem Berbayar Non-Tunai Quick Response Code Indonesian Standard (Qris) di Baznas Kota Palopo

The purpose of this study is to see how far the implementation of the strategy of fundraising zakat funds using the QRIS no-cash paid system and how the flow of zakat payments through QRIS in BAZNAS Palopo City district. This research is a field research with a qualitative descriptive approach, and data collection is obtained from interviews and field observations. The results of the study show that the implementation of the fundraising and zakat strategy using QRIS at BAZNAS Palopo City goes through several stages, namely determining Muzakki's segments and targets, preparing human resources, building a communication system and compiling a service system. Not only that, BAZNAS Palopo City also runs a marketing communication strategy. That is by making interesting programs, creating feelings of empathy, collaborating with other companies, and providing the best service. To process zakat payments with QRIS, muzakki only need to scan the QR code for zakat payments at BAZNAS Palopo City, then follow the next payment steps. In a matter of minutes and without going to the BAZNAS Palopo City office, muzakki can pay their zakat whenever and wherever they are.

Marketing Communication Strategy of Youth Works Breakfast Week (Pasar Kamu) in Increasing Local Tourist Visits in Kampoeng Lama Tourist Village, Deli Serdang Regency

This research aims to analyze the marketing communication strategy and analyze the obstacles of the marketing communication strategy of the Youth Works Breakfast Week (Pasar Kamu) in increasing local tourist visits in Kampoeng Lama Tourism Village, Deli Serdang Regency. This research uses constructivism paradigm with descriptive method and qualitative approach. The results of this study are that the marketing communication strategy of Pekan Sarapan Karya Muda (Pasar Kamu) in increasing local tourist visits at Kampoeng Lama Tourism Village, Deli Serdang Regency is by implementing marketing communication with the application of a marketing mix consisting of personal selling, advertising, as well as public relations, publicity and viral marketing. Through personal selling, managers and traders play an active and direct role in promoting to visitors who come Pasar Kamu. Advertising carried out by Pekan Sarapan Karya Anak Muda (Pasar Kamu) in collaboration with Metro Kampung as print media to promote activities that take place at Pekan Sarapan Karya Anak Muda (Pasar Kamu). Pasar Kamu's public relations role does not have a big impact because there is no public relations field. However, with the publicity carried out by Pasar Kamu to reach its target audience such as using goodie bags produced to do marketing with the public. There is viral marketing where visitors take the initiative to spread content containing information about Pasar Kamu on their Instagram and Tiktok social media accounts so that it becomes viral and succeeds in increasing tourist visits to Pasar Kamu

The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour

This study investigates the role of communication factors in influencer marketing communication in influencing trust in influencer’s branded posts, subsequently impacting the urge to buy impulsively (UBI). In addition, the study also examines the role of persuasion knowledge as a moderator and product affection as a mediator in the relationship between trust and UBI. The study integrates signalling theory and (SOR) framework to develop a model to be tested through SEM. Results of the data of 481 followers of the influencers unveiled that the credibility of the communication factors plays an essential role in developing trust in influencers ‘posts, which ultimately induces UBI. Product affection mediates the relationship between trust and UBI and people with low levels of persuasion knowledge were found to have more chances of developing UBI. This study provides valuable insights to the markets and advertisers, enabling them to understand the importance of the credibility of the influencer marketing communication factors, which result in favourable consumer attitudinal and behavioural outcomes. Additionally, it addresses the existing knowledge gap concerning the factors that precede trust formation and examines their subsequent influence on UBI.

Sustainable Business Strategies: Exploring the Role of Corporate Social Responsibility and Virtual Reality in Enhancing Brand Value

This study explores the intersection of Corporate Social Responsibility (CSR) and Virtual Reality (VR) in developing sustainable business strategies that enhance brand value. Employing a qualitative research methodology through a comprehensive literature review and library research, the paper investigates how CSR initiatives, when integrated with immersive VR technologies, contribute to long-term brand equity and consumer engagement. The research highlights CSR's evolving role in aligning corporate activities with social and environmental goals, which not only strengthens stakeholder relationships but also increases brand loyalty. In parallel, VR technologies are gaining traction in marketing and brand communication, offering immersive experiences that create deeper emotional connections with consumers. The study analyzes recent case studies and academic discussions, illustrating how VR can enhance CSR's impact by making initiatives more accessible and engaging to a broader audience. This synergy between CSR and VR not only fosters a stronger brand identity but also provides a competitive advantage by differentiating brands in an increasingly socially conscious marketplace. The findings suggest that businesses leveraging CSR strategies alongside VR can cultivate a sustainable brand narrative that resonates with both customers and stakeholders, thereby improving overall brand value and driving sustainable growth. Future research is encouraged to further examine specific industries where these strategies can be most effectively implemented.

HNI Marketing Communication in Sharia Image Construction as an Effort to Maintain Customer Loyalty in Palu City

This study aims to explain the marketing communication strategy carried out by HNI in building a sharia image in Palu City, as well as to determine the implications of the sharia image in maintaining HNI customer loyalty in Palu City. The results of this study indicate that the marketing communication strategy carried out by HNI in building a sharia image in Palu City includes: Advertising, namely by using the hashtag Hijrah Product (#HijrahProduk) in social media posts about HNI products; Personal sales, namely through home sharing activities using excerpts of the Quran and Hadith in sales presentation messages by HNI Agents; Sales promotion, namely by providing rewards in the form of Umrah vouchers to HNI Agents who have achieved a certain turnover; Direct sales, using social media such as Facebook and Instagram, and conducting group broadcasts via WhatsApp. Public relations are carried out by HNI by participating in community activities, religious activities, and holding Agent meetings containing religious activities. The implications of the sharia image as an effort to maintain customer loyalty carried out by HNI are through providing rewards in the form of Umrah vouchers for HNI Agents who have achieved a certain sales turnover. Other activities that HNI also carries out as an effort to maintain customer loyalty and build a sharia image are through membership activities such as HNI leader meetings combined with religious activities such as congregational prayers and spiritual guidance.

Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior

This study investigates the impact of social media influencers on consumer perceptions and attitudes toward sustainability. As environmental awareness increases, brands are increasingly leveraging influencer marketing to promote sustainable practices. Employing a mixed-methods approach, the research utilizes descriptive statistics, reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), regression analysis, chi-square tests, and correlation analysis to evaluate how different dimensions of influencer marketing influence consumer behavior regarding sustainability. The exploratory factor analysis identified five key dimensions: Influencer Credibility, Engagement Level, Message Clarity, Perceived Authenticity, and Personal Connection, each significantly contributing to shaping consumer attitudes toward sustainable behaviors. The findings reveal that influencer credibility and engagement are critical drivers, while clarity of messaging and perceived authenticity enhance the effectiveness of sustainability communications. Additionally, fostering personal connections between influencers and their audiences is crucial for motivating sustainable behaviors. This research provides valuable insights for brands aiming to utilize influencer marketing strategies effectively to promote sustainability. As consumer expectations evolve, the findings highlight the necessity for authentic and relatable communications in influencer marketing. Future research should explore the dynamic role of influencers in shaping sustainability perceptions and behaviors in an increasingly eco-conscious consumer landscape.

Developing Green Marketing Strategies: A Comprehensive Analysis of Consumer Behaviour and Business Practices

The purpose of this research is to examine the relationship between green marketing communication techniques, consumer behaviour patterns, and business organisations’ practices by employing both qualitative and quantitative methodologies. A hypothesized quantitative survey with 500 consumers and a qualitative case study of leading organisations to assess modern tendencies and approaches were carried out. The quantitative analysis shows that 70% of the consumers take environmental concern while purchasing products, but only 45% are ready to pay the premium price for green products. Moreover, there is a low level of confidence in green claims where only 30% of the consumers are confident that firms have sincere intentions about the statements they make. An analysis of Nike, Starbucks, and Toyota, Apple, and Microsoft organizations shows that they incorporate different strategies in supply chain management, carbon footprint, corporations’ responsibility, and customer relations. Some of these firms focus on the promotion of the company’s transparency, product sourcing based on an ethical approach, encouragement of the use of renewables, as well as community involvement in fulfilling sustainable objectives. Thus, the study also stresses the importance of clarity within communication channels and information reliability for the development of consumers’ trust. It defines factors like the cost and every person’s doubt or disbelief in what is green that prevents an extensive use of green products. Altogether, this research contributes useful knowledge for companies wanting to implement suitable green marketing initiatives that would be appealing to eco-aware consumers. It is clear that implementing corporate practice according to the customer expectation and practicing transparency would not only increase the brand value but also the customer loyalty and which in longer runs would also help in supporting and implementing sustainable development goals across the world.

Transformation Of The MSMe Business Of Processed Chicken Grilled Today Through Digital Media Based Marketing Communications

This study discusses the business transformation of the Modern Fried Chicken MSME through digital media-based marketing communication strategies amidst increasingly tight competition and technological developments. The purpose of this study is to examine the impact of using social media, such as Instagram and Facebook, on increasing brand awareness, customer interaction, and loyalty and sales. This study uses a qualitative method with a case study approach on the Modern Crushed Chicken UMKM, with data collection techniques in the form of in-depth interviews and digital content analysis. The results of the study show that the use of social media effectively increases market reach, customer engagement, and contributes directly to increasing short-term sales and long-term customer loyalty. This finding emphasizes the importance of adopting digital communication strategies in supporting the growth of MSMEs in the digital era. The implications of this research provide practical insights for MSMEs in utilizing digital technology to strengthen competitiveness and improve business performance.

The Influence of Marketing Communication Via Instagram at the Al Amjad Islamic School in Medan on the Perceptions and Educational Preferences of Students' Parents

The purpose of this study was to analyze the influence of marketing communication of Al Amjad Islamic School through Instagram on the perception and educational preferences of students' parents. The study used a quantitative approach with a correlation method. The sampling technique used stratified random sampling with 325 student samples at Al Amjad Islamic School Medan. The results showed that the advertising dimension obtained a value of 88%, the facility dimension obtained a value of 87.1% and the peer dimension obtained a value of 87.7%. The results of simultaneous calculations showed that the H0 hypothesis was rejected and Ha was accepted so that simultaneous marketing communication had a significant effect on educational perceptions and preferences

Analysis of Micro Business Marketing Strategy in Facing Competition

This study is motivated by the challenges faced in the development of micro-enterprises at Bukit Sion Market, largely due to the high level of competition. Many businesses struggle to determine appropriate financing models and product offerings, as the market is saturated with similar products offered by competitors. The objective of this research is to analyze the marketing strategies employed by micro-enterprises and identify the obstacles they face in dealing with competition at Bukit Sion Market, Lahomi District. The research employs a descriptive qualitative method. The findings reveal that all food stalls adopt marketing strategies that include market selection, product planning, pricing, distribution systems, and marketing communication. Effective marketing strategies, such as offering discounts, special promotions, or hosting promotional events, have been shown to significantly boost sales. However, the food stalls encounter several challenges, including intensified competition due to the emergence of similar businesses offering comparable products, a lack of product innovation and promotion, fluctuations in raw material prices, as well as issues with product quality consistency, customer service, and overall customer experience.

Pengaruh Komunikasi Pemasaran Sebagai Promosi untuk Usaha Kecil Menengah

To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies.

Function Mechanism of Emotional Appeal in Marketing Communication on Brand Loyalty

This paper explains the function mechanism of emotional appeal in marketing communication and its relevance to brand loyalty. Emotional appeal is, therefore, a concept under the reach for marketing communications that seeks to appeal to consumers' emotions to encourage a tight bond between consumers and brands. The emotional appeal retailing strategy demonstrated in the study discusses the effects brought about by the appeal, its impact on the consumers, and how they can lead to brand loyalty. By reviewing the current paper's extant theories and empirical evidence, this paper has explained the complex association between emotional appeal and brand loyalty, which offers insight for marketers intending to establish long-term consumer relationships.

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.