Effectiveness Of Marketing Communications Research Articles

Strategi Event Melalui Akun Instagram @moxy_bandung Pada Masa New Normal

Hotel Moxy Bandung has faced the consequence of decreased guest occupancy compared to the pre-pandemic year. The purpose of this research is to investigate and analyze the event strategy through the Instagram account @moxy_bandung during the New Normal period. According to Kotler and Keller (2013), the Marketing Communications Mix functions to enhance the effectiveness and efficiency of marketing communication within the framework of seven communication models. The author focuses on one of these elements, which is the event, and utilizes Instagram @moxy_bandung as a medium to communicate the Virtual Run to Give 2021 event conducted by Hotel Moxy Bandung to boost occupancy and room sales. The research findings reveal that the organization of Virtual Run to Give 2021 possesses favorable characteristics of an event, as described by Shone and Parry (2002), including uniqueness, perishability, intangibility, atmosphere, and personal interaction. The utilization of Instagram also garnered a positive response from the community and followers of @moxy_bandung, as evidenced by interactions on the social media account, including comments, direct messages, and tagging links. Impressions from event participants, who are also followers of the Instagram account @moxy_bandung, were positive and indicated their willingness to participate in similar events when circumstances allow.

The effect of digital marketing communications on Adit Sopo Jarwo's animation brand awareness and brand reputation through children's educational content

<p><em> Indonesian animation should be able to compete with foreign animation, but in fact the broadcast of Indonesian animation in Indonesia is still inferior, especially on national television. To keep up with overseas animation, especially in the national market, there needs to be a creative strategy in marketing these local animations to increase brand awareness and a good brand reputation so that Indonesian animation can be a major choice for animation shows, as MD Animation does by utilizing the technology. Social media is a means of presenting educational content to children to increase the brand awareness and reputation of their product, the Adit Sopo Jarwo animation. This study aims to find out the effect of digital marketing communication on Adit Sopo Jarwo's brand awareness and animation reputation through child education content, a survey was conducted on followers of @mdanimation's Instagram account. In this study, the theory used is digital marketing communication theory, brand awareness, brand reputation and stimulus, organism, and response (SOR) theory, which is to see how the response from the audience affects brand reputation. This study used a positivist paradigm with a quantitative approach and used survey research methods and data analysis techniques using path analysis. The samples used in this study were 387 respondents with sample determination using purposive sampling. The results of this study were obtained in that digital marketing communication was shown to have a direct and significant influence on brand reputation. In addition, the results of the analysis with the Sobel test show the influence of the brand awareness variable as an intervening variable between the digital marketing communication variable and the brand reputation, so it can be said that the indirect effect or indirect influence is significant. </em><strong></strong></p>

Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index

We introduce culture-ladenness fit (CLF) in marketing communication as a new semantic memory concept and the CLF index as a new tool to measure the effectiveness of culture-laden marketing communication. Culture-ladenness is how much cultural representation consumers perceive in communication, and the CLF index measures how well culture-laden communication aligns with four mental categories against which consumers evaluate fit: (1) the product category, (2) target consumers, (3) the brand image, and (4) the image of the brand’s strategic partners. We report three empirical studies that develop and validate the CLF index using twelve items for a long version (study 1 and 2) and four items for a short version (study 3) of the index measure. The CLF index is a viable tool that marketers can use as a key performance indicator (KPI) to measure and control the marketing effectiveness of culture-laden marketing communication.

PENGARUH INFLUENCER MARKETING, BRAND AWARENESS DAN KOMUNIKASI PEMASARAN (VIRAL MARKETING) DI SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN

This study aims to determine the effect of influencer marketing, brand awarreness, and marketing communication (viral marketing) in social media on purchasing decisions for implora products at Bengkulu Muhammadiyah University students, both partially and simultaneously. There are several factors that will be discussed in this study, including influencer marketing, brand awareness, and marketing communication (viral marketing). The object of this research is management students at Muhammadiyah University of Bengkulu, totaling 175 people. In this study the authors used data collection methods by means of observation, interviews and distributing questionnaires. Data analysis techniques in this study, using instrument tests, classical assumption tests, respondent response analysis, multiple linear regression analysis, hypothesis testing and coefficient of determination analysis. The results showed that influencer marketing has a positive and significant effect on purchasing decisions, then brand awareness has a positive and significant effect on purchasing decisions and marketing communication (viral marketing) has a positive and significant effect on purchasing decisions. So, from the results of the research that has been done, it can be concluded that influencer marketing, brand awareness and marketing communication (viral marketing) have a partial and simultaneous effect on purchasing decisions for implora products for students of the muhammadiyah university of Bengkulu. Keywords: Influencer Marketing, Brand Awareness, Marketing Communication (Viral Marketing) and Purchasing Decisions.

PENGARUH KOMUNIKASI PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MIDWAY COFFE KOTA BENGKULU

The purpose of the study was to determine the effect of marketing communication on product quality on purchasing decisions at Midway Cafe Bengkulu City. This type of research is quantitative research, the method of data collection is done by using observation, documentation and questionnaires. The sample in this study were 65 consumers at Midway Café Bengkulu City. Analysis of the data used is multiple linear regression test, test of determination and hypothesis testing. Marketing communication has a significant effect on purchasing decisions at Midway Caffe Bengkulu City. Product quality has a significant effect on purchasing decisions at Midway Caffe Bengkulu City. Marketing communication (X1) and product quality (X2) together have a significant effect on purchasing decisions (Y) products at Midway Caffe Bengkulu City.
 Keywords: Marketing Communication, Product Quality, Purchase Decision

Loyalty of Domestic Tourists to Beach Tourism: Role of Image, Experiential, Digital Marketing and Satisfaction

ABSTRACT This study aims to explain the effect of destination image, experiential marketing, and digital marketing communications on tourist satisfaction and the implications for domestic tourist loyalty to beach tourism objects on Bangka Island. This research is quantitative research with descriptive and verification methods. The study's sample consisted of 305 domestic tourist respondents who visited beach tourism objects on Bangka Island using a proportional random sampling technique, and sample size using maximum likelihood estimation. A questionnaire was used to obtain the data and a causality approach was analyzed using Structural Equation Modeling (SEM), using Lisrel 8.8. The results of the study show that the image of the destination, experiential marketing, and digital marketing communications have a positive and significant effect on tourist satisfaction with an R2 value of 63%, and destination image, experiential marketing, digital marketing communications, and tourist satisfaction together have a positive and significant effect on domestic tourist loyalty to beach tourism objects in Bangka Island with an R2 value of 54%. The results of this study prove that the tourist satisfaction variable is an intervening variable that has a positive full mediating effect on destination image, experiential marketing, and digital marketing communications on domestic tourist loyalty to beach tourism objects on Bangka Island. Keywords: Destination Image, Experiential Marketing, Digital Marketing Communication, Tourist Satisfaction, and Tourist Loyalty.

The Effect of Digital Marketing Communication in Opening Letter of Credit at Bank BNI Bandung

This article explores the impact of digital marketing communication on the opening of letters of credit at Bank BNI, a leading bank in Indonesia. Digital marketing communication, the use of digital channels to communicate with customers and promote products, has become increasingly popular among businesses, including in the banking industry. The study aims to investigate the relationship between digital marketing communication and the number of letters of credit opened at Bank BNI. The article provides a literature review on banking, marketing, digital marketing, digital marketing communication, and letters of credit. The research methodology will include data collection, sources of data, methods of data collection, sampling strategy, and data analysis techniques. The findings of this study could provide valuable insights into the effectiveness of digital marketing in the banking industry, which can be used to develop more effective marketing strategies to attract and retain customers.

A Comprehensive Evaluation Method for Short Video Marketing Communication Effectiveness of Chinese Rural Enterprises Based on Big Data Technology

A Comprehensive Evaluation Method for Short Video Marketing Communication Effectiveness of Chinese Rural Enterprises Based on Big Data Technology

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

PurposeThis research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.Design/methodology/approachOne 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.FindingsThis article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.Originality/valueCompared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

Why the Experiential View Is Vital To Marketing Communications Research Now

Advertising and, more generally, marketing communications, along with consumer behaviors, have changed in important ways. Whereas, traditionally, brands and companies have forced information on consumers, they now are creating numerous forms of communications to trigger diverse gratifications for consumers who are most often exposed incidentally to them. This essay, therefore, urges researchers and practitioners to open up the theoretical framework of marketing communication research beyond the traditional information-processing paradigm by incorporating the experiential view. The authors develop three major arguments in favor of adding the experiential view to provide an enhanced framework for examining the effects of contemporary marketing communications. They conclude with a set of implications for both researchers and practitioners.

Knowledge Pedigree of the Image Study of Chinese Universities (1993-2022)

With the rapid development of Internet technology and the need of world first-class university construction, the image problem of universities has become an important and complex proposition faced by researchers and university administrators. This paper takes 495 articles from the Chinese core periodical database and master and doctoral thesis library from 1993 to 2022 as samples, adopts the method of bibliometrics analysis, and uses the CiteSpace software to draw the knowledge map of university image research, and obtains the hot issues and evolution track in the research field. The results show that the research on the image of universities in China mainly focuses on the brand design and identification of the image of universities, the research on public relations and the research on communication. It focuses on strategy research and lacks basic theoretical research and empirical research. The psychological mechanism of university image cognition and the effect of marketing communication under the effect of network media have become a new research trend.

The Effect of Corporate Social Responsibility Commitment and Marketing Communication on Banking Marketing Performance in the Metropolitan City of Bandung

The Effect of Corporate Social Responsibility Commitment and Marketing Communication on Banking Marketing Performance in the Metropolitan City of Bandung

Pengaruh Brand Image Dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Di Simposium Coffee

This study aims to determine the effect of Brand Image and Marketing Communication on Purchase Decisions at the Coffee Symposium. The researcher uses an associative quantitative research method with a sampling technique that uses non-probability sampling and incidental sampling consisting of 100 respondents at the Coffee Symposium. The data collection technique used in this research is by distributing questionnaires and processing data using SPSS computer software. This study contains the independent variables brand image and marketing communication, with purchasing decisions as the dependent variable. The results of the validity test show that rcount > rtable means that all variables in this test are valid with a Cronbach Alpha value > 0.60 which means that they are reliable in the reliability test. Based on the T-test, the results showed that there was a significant effect on the brand image and the marketing communication influence on purchasing decisions at Symposium Coffee.

WHO ARE ONLINE GROCERY SHOPPERS?

The acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly targeted customers that are valuable to the company. Therefore, this paper explores the behaviour of customers when shopping online and tries to find similarities in this behaviour. The aim of the paper is to generate customer segments of online grocery shoppers that provide a more comprehensive insight by reflecting on their shopping behaviour, personality traits and characteristics, loyalty, overall satisfaction with online grocery shopping in the current retailer, and frequency of social media usage. An online questionnaire survey was conducted with a panel of respondents from the IPSOS research agency to obtain primary data. Data were analysed using factor and cluster analysis. These analyses resulted in the creation of a segmentation that identified five main segments of online grocery shoppers. The constructed combined segmentation divides shoppers into five segments: quality-oriented shoppers (18.9%), influential utilitarians (21.7%), loyal traditionalists (16.4%), satisfied conditional loyalists (14.9%), and movable eco-sympathizers (28.1%). Then these category types are characterised in terms of their most salient characteristics. The results of this study show the variables that influence customers in their decision-making process. Outcomes increase knowledge about online grocery shopping behaviour, motives, and purchase requirements. These are also beneficial for grocery retailers for better targeting or fostering loyalty.

EFEKTIVITAS KOMUNIKASI PEMASARAN DIGITAL TERHADAP KESADARAN MEREK DAN KEPUTUSAN PEMBELIAN APARTEMEN MAJESTIC POINT SERPONG SELAMA PANDEMI COVID-19

This study aims to determine the effectiveness of digital marketing communications on brand awareness and purchasing decisions at Majestic Point Serpong Apartments during the Covid-19 pandemic by using quantitative approach techniques and data sources obtained by distributing questionnaires to prospective buyers of Majestic Point Serpong Apartment units as many as 80 respondents. Then, the method used is simple regression analysis. The results of this study indicate the Effectiveness of Digital Marketing Communications (X) has a significant positive effect on Brand Awareness (Y1) with a t count of 5.410. Digital Marketing Communication Effectiveness Variable (X) has a significant positive effect on Purchase Decision (Y2) with a t value of 7.214. Brand Awareness Variable (Y1) on Purchase Decision (Y2) has a positive effect with a value of 0.494. And the variable Purchase Decision as a full intervening variable

DIGITAL MARKETING AND BRANDING OF HIGHER EDUCATION IN UKRAINE AND EUROPEAN COUNTRIES

The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of Higher Education Institutions in the media environment is gaining priority, which is especially relevant in the conditions of today's uncontrolled multi-crises, such as Covid-19 and the military aggression of the Russian Federation. , launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculation-mathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, representing a scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained results lies in the possibility of their implementation in higher education at the current stage of development of higher education in Ukraine.

Axiological and Praxeological Dimensions of Marketing Communication Effectiveness – A Conceptual Framework

Abstract Analyzed from the sender’s perspective, marketing communications aim to engage audiences and create benefit-oriented relationships. In order to adequately assess the reciprocal efforts of the sender and receiver of the communication process, one cannot limit oneself to its purely economic analysis, but should pay attention to its broader praxeological context – take into account factors such as efficiency, effectiveness, and expediency. It is also crucial to evaluate parameters beyond the purely usability characteristics of communication practices used in the marketing aspect. Their ethical evaluation from current and potential customers, the social environment, and other stakeholders poses significant challenges for communicators but should also spur potentially beneficial transformations – toward a new view of socially engaged marketing and the ethical dimension of marketing. The purpose of this inquiry is to identify a conceptual framework for measuring the efficiency of marketing communications based on axiological and praxeological dimensions. Five research hypotheses were formulated, which can be verified in the future research.

MEDIATING EFFECT OF TOURIST MOTIVATION TO THE REVISIT INTENTION IN TREKKING SENTUL

<em>Sentul Trekking Tourism Object is a tourist destination that offers natural beauty along with physical activities. The phenomenon based on the destination information of tourists visiting the Sentul Trekking tourist destination increased at the beginning of 2022. This study uses an associative quantitative method. The sample taken amounted to 44 respondents who were calculated using incidental purpose sampling. Collecting data using a questionnaire consisting of statements that cover all research variables. Respondents' answers to these statements were then analyzed using the partial least square method using the Smart PLS ver.3.0 software for Windows and SPSS version 25. The results showed that: there is not an effect of service quality on tourist motivation, there is an effect of service quality on revisit intention, there is an effect of marketing communication on tourist motivation, there is an effect of marketing communication on Revisit Intention, and there is an effect of Tourist motivation on Revisit Intention. The intervening variable of Tourist motivation did not mediate the variables of Service quality on Revisit Intention but the tourist motivation mediated the variables Marketing communication on Revisit Interest in the Trekking Sentul</em>

The Influence of Marketing Communication and Social Media Marketing on Increasing Brand Awareness to Create an Intention to Buy at University X in Surabaya

This study aims to examine the effect of marketing communication and social media marketing on increasing brand awareness to increase intention to buy at an University. This study uses quantitative methods using SmartPLS for data processing. The number of respondents in this study were 155 people who were selected by purposive sampling method. The requirements are prospective students who have registered and know marketing communication information at university X. The results show that in marketing communication, events and publicity do not have a significant effect on brand awareness while advertising, sales promotion, personal selling and direct marketing have a significant effect on brand awareness. Meanwhile, brand awareness has a significant effect on intention to buy.

Pengaruh Komunikasi Pemasaran terhadap Minat Pelanggan Shopee di Kota Palembang

This study aims to determine the effect of marketing communication on the interest of Shopee customers in the city of Palembang. The population in this study are all customers who use Shopee's delivery services in Palembang City, where the exact number of customers is unknown. The number of samples taken in this study using the Lemeshow formula, this is because the total population is unknown or infinite. Based on the Lameshow formula, the number of samples was 96 people with the sampling technique used was accidental sampling. The analysis technique uses simple regression with hypothesis testing using t test. The results showed that the t arithmetic value was 47.477 > t table 1.98 and a significance value of 0.000 < = 0.05, which means that there is a significant influence between marketing communication variables and Shopee customer interest.
 Keywords: Marketing Communication, customer interest