Marketing Communication Media Research Articles

Efektivitas Instagram sebagai Media Komunikasi Pemasaran Agrowisata Bagus Agro Pelaga di Desa Pelaga, Kecamatan Petang, Kabupaten Badung

The Effectiveness of Instagram as Marketing Communication Media of Bagus Agro Pelaga, in Pelaga village, Petang Sub-district, Badung Regency
 Instagram is the most used media in marketing, one of them is to promote agrotourism. It has an impact on increasingly fierce competition for tourism industry players which requires business actors in the tourism sector to improve the quality of the media to realize sustainable tourism. The purposes of this study is to analyze the characteristics of Instagram Bagus Agro Pelaga, analyze the characteristics of Instagram users, analyze the effectiveness of Instagram as a marketing communication media, and to analyze the correlation between Instagram characteristics and the characteristics of Instagram users with effectiveness of Instagram. The data analysis method in this study used descriptive analysis and the SEM-PLS analysis technique. The results is Instagram's characteristics are classified as attractive. The characteristics of the Instagram users of Bagus Agro Pelaga are dominated by male users, the average level of education is diploma/bachelor with very low income. The effectiveness of Instagram Bagus Agro Pelaga as a marketing communication media is quite effective. The correlation between Instagram characteristics has a positive relationship and has a significant effect on the effectiveness of Instagram, while the characteristics of Instagram users have a negative relationship but have a significant effect on the effectiveness of Instagram.

Utilization of Webinars and Live Instagram As Tokocrypto Marketing Communication Media

Employers' use of communication technology is practical, fast, efficient, and effective. Among the communication technology tools that can be used to support business activities are the Zoom application, Google Meet for webinars, and social media such as Instagram, which is used as a marketing medium. This study aims to determine the use of webinars and live Instagram as a medium of business communication in Tokocrypto marketing. This research uses a qualitative approach with a case study approach. The study results show that, First, during the Covid-19 Pandemic, online media such as webinars and live Instagram were very effective as a medium for Tokocrypto's marketing communications. Using online media is one of the best ways to reach an audience. Applications used by Meeting, Youtube, and Instagram by Tokocrypto as a platform for buying and selling cryptocurrency assets. This is a convenience during a pandemic like today. Second, Tokocrypto utilizes webinars and live Instagram as a means of creativity in promoting, marketing, and educating cryptocurrencies on the Tokocrypto platform, with exciting material, competent sources, and dible guest stars so that Tokocrypto can create an ecosystem for users or Tokocrypto. Third, Tokocrypto was able to effectively and efficiently utilize webinars and live Instagram in publishing to audiences during the Covid-19 Pandemic.

Marketing Communication Strategy for Coffee Through Digital Marketing

Background: Marketing communication is one step that has a major influence on the success of a company. Along with the development of technology, the economy, and the market, competition becomes more stringent. For this reason, marketing communication media are needed to be able to reach the target market. For this reason, marketing communication media are needed to be able to reach the target market. Aim: This study aims to explain SCI Coffee's marketing communication strategy, which includes message strategy and media strategy, as implemented through Instagram Method: This research uses a descriptive qualitative method. This research was conducted at the café SCI COFFEE. The population and sample used were all workers at the Syntax Corporation Indonesia office, totaling 100 respondents. Findings: The results of the message strategy research study conducted by SCI via Instagram are information contained in the form of a service model that is close to consumers, offers a place with a comfortable atmosphere, and has a unique café concept that is different in each branch. While the message strategy is through creative message forms in the form of unique photo content and captions. The choice of language for writing captions uses slang. The media strategy carried out by SCI through Instagram as a marketing communication medium, media strategy through target audiences that are tailored to the habits of the target audience, using the current trending Instastory feature, and the hashtag feature to make it easier for consumers to find places to enjoy good coffee, and election Instagram post time.

Marketing Communication Strategy for Coffee Through Digital Marketing

Background: Marketing communication is one step that has a major influence on the success of a company. Along with the development of technology, the economy, and the market, competition becomes more stringent. For this reason, marketing communication media are needed to be able to reach the target market. For this reason, marketing communication media are needed to be able to reach the target market. Aim: This study aims to explain SCI Coffee's marketing communication strategy, which includes message strategy and media strategy, as implemented through Instagram Method: This research uses a descriptive qualitative method. This research was conducted at the café SCI COFFEE. The population and sample used were all workers at the Syntax Corporation Indonesia office, totaling 100 respondents. Findings: The results of the message strategy research study conducted by SCI via Instagram are information contained in the form of a service model that is close to consumers, offers a place with a comfortable atmosphere, and has a unique café concept that is different in each branch. While the message strategy is through creative message forms in the form of unique photo content and captions. The choice of language for writing captions uses slang. The media strategy carried out by SCI through Instagram as a marketing communication medium, media strategy through target audiences that are tailored to the habits of the target audience, using the current trending Instastory feature, and the hashtag feature to make it easier for consumers to find places to enjoy good coffee, and election Instagram post time.

Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

Limited customer and producer relations research develops various food souvenir products through online marketing communication. This research focused on the actions of food providers in developing food souvenir innovation as a result of interaction with customers through the online marketing communication medium. This research differs from previous research on media interaction and focuses on consumer response as the driving force for the innovation process on food. This study used qualitative research that analyzed one online souvenir food shop as the study case. The interviews and observations data are grouped based on a theory with a narrow interpretation or deductive approach. The data is presented in the form of interview quotes, sample images of data sources, and limited understanding according to the appearance of the data. The study found that customer and producer relations in online marketing communication did not encourage innovation for food souvenirs. The interaction between food providers and Instagram followers was more accurately described as an interaction in the form of product purchases. The actions of food providers in developing new products result from relations between actors and other selling actors in the form of reactions to similar food development trends. Creating fresh foods as the result of innovative action follows the trend of similar products in the development of Bogor's online food souvenir market

IMPLEMENTASI KOMUNIKASI PEMASARAN BERBASIS SOCIAL MEDIA MARKETING PADA INSTAGRAM WISATA SESAOT


 
 
 
 The development of increasingly advanced and modern information dissemination also has an impact on the field of tourism marketing, one of which is for tourism village marketing communications. Sesaot Village is a village that has a fairly rapid development of tourism activities and has a variety of tourism potentials that can be used as supporting attractions. This village also utilizes the use of Instagram as a marketing communication medium. However, the use of Instagram as a marketing communication medium has not been maximized and the use of tourism potential as marketing communication content is minimal. Thus, this study aims to determine the application of Instagram-based marketing communications and to describe the use of tourism potentials in wisata PUREKMAS so that it can be used as marketing communication content on Instagram wisata sesaot. This study uses in-depth interviews, non-participant observation, and documentation and uses a qualitative descriptive approach. The results of the study indicate that there are obstacles in the application of marketing communications on Instagram wisata sesaot, such as constraints on human resource managers, packaging of content that is less attractive, and the application of components on marketing communication indicators that are not optimal.
 
 
 

The New Face of Malioboro Street Vendors: an Analysis of Instagram @terasmalioboro_2 as a Marketing Communication Medium

Teras Malioboro 2 needs to conduct various marketing communication efforts as a new location for street vendors in the Malioboro area. The low number of visitors to Teras Malioboro 2, as well as complaints from several traders who are empty of buyers, increasingly show the urgency of the marketing communication efforts of Teras Malioboro 2, one of which uses Instagram as a medium. Therefore, this study aims to analyze the use of Instagram social media as a marketing communication medium for Teras Malioboro 2. The method used in this study is qualitative content analysis with data sources in the form of documents and literature studies. The results show that Teras Malioboro 2 utilizes the Instagram account @terasmalioboro_2 as a marketing medium through features on Instagram such as photos, videos/reels, captions, and hashtags. Furthermore, the application of marketing mix such as product, price, place and promotion (4P) was also found in the use of the Instagram account. With the emergence of all 4P elements in the Teras Malioboro 2 Instagram post, it can be concluded that Malioboro 2 Terrace is using Instagram quite well as a means of marketing Teras Malioboro 2. However, there are still several things that need to be improved as input for Teras Malioboro regarding using Instagram as marketing communication media.

The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium

It has been said that there are three things that are going to drive the world's economicfuture. Firstly, computers; secondly, communications; and thirdly, direct marketing.There are countries that have reached the stage where direct marketing-oriented retailershave driven out the conventional retailer. The lack of South African retailers' use ofdirect marketing and their hesitant attitudes towards direct marketing communicationmedia, such as direct mail, is cause for concern. This exploratory study investigatesretailers' attitudes towards direct mail in an attempt to gain some insight into retailers'views of this marketing communication medium. The results indicate that retailers'attitudes towards direct mail differ with regard to factors such as the retailers' use ofthe medium, their age and their perceptions of consumer acceptance of direct mail.The study further identifies a need to communicate the advantages of direct mail toSouth African retailers.

KOMUNIKASI PEMASARAN PERUSAHAAN PASCA PANDEMI

Companies were starting to fix the impact of the pandemic by carrying out various marketing communication strategies. Instagram was still the choice of marketing communication media after the Covid-19 pandemic. This study examined the marketing communication strategy by IPC Residence on Instagram to strengthen the company's post-pandemic promotions. The study examined respondents' responses to four factors of marketing communication in social media: communication, context, connectedness, and collaboration. The research used quantitative methods with questionnaire data collection tools. Collecting data on 100 respondents and measuring the Weight Mean Score found an average value of 4.49 on the four marketing communication factors in social media. The characteristics of the respondents represented the diversity and representativeness of the characteristics of customers and prospective customers of IPC Residence. The results indicated that IPC Residence has successfully carried out marketing communications through Instagram. These results denoted the company's hope for an excellent recovery after the Covid-19 pandemic.

Assessment of the impact of advertising on business development in Tanzania’s bank Sector: CRDB bank

This research aimed at determining how effective advertising is at increasing business growth in the banking industry. The study’s target population was 38 employees of CRDB Bank in Ilala District, out of these thirty-five (35) respondents were selected using a purposive sample technique. Likert scale was used, whereby 1 indicating Strongly Agree, 2 indicating Agree, 3 indicating Undecided, 4 indicating Disagree, and 5 indicating Strongly Disagree. Data were entered and analysed by SPSS software. The study’s findings revealed that, nearly 65 per cent of the respondents strongly agreed that advertising as an integrated marketing communication medium assists the banks in improving and enhancing client loyalty. Furthermore, 74.3 percent strongly agreed that advertising assists the banks in increasing sales volume and 25.7 percent agreed that advertising assists the bank in increasing sales volume. As a result, the vast majority of the respondents stated that advertising helped the bank to increase sales volume. According to the study, CRBD bank’s management should invest heavily in all Integrated Marketing Communication (ICM), including advertising, because it has a direct impact on the bank’s success.

The implementation of digital marketing communication strategy in cultural tourism: a case study in Yogyakarta

Cultural tourism is one category that attracts local and foreign tourists. Various previous studies have shown that digital marketing communication media plays an essential role in influencing tourist interest in visiting tourist destinations. This study aims to analyze the implementation of digital marketing communication strategies in marketing cultural tourism with a case study of cultural tourism destinations in Yogyakarta. This study uses a case study method with indepth interviews and field observations as data collection methods. The collected data were analyzed using thematic analysis and SWOT analysis. The results showed that managers of cultural tourism destinations optimize social media such as Facebook and Instagram for promotion. Whatsapp and email are also used for more personal communication with customers. The company's systematic digital marketing communications planning system supports solid work teams and produces original content. In addition, the extensive national and international marketing network and stable institutional position, because it is a stateowned company, are the advantages of this company. The increasing public interest at home and abroad for travel, the reduced Covid-19 pandemic, and the availability of various digital promotional media are opportunities for this company. However, the technical competence of staff in managing digital marketing media still needs to be improved. In addition, the digital content production and distribution scheduling system has not been implemented strictly and consistently. The quantity and quality of digital media content are also still limited. In addition, this cultural tourism object has several external challenges, such as the emergence of various new tourist objects in Yogyakarta, which are more aggressively promoted through digital media, and the possibility of a re-emergence of the Covid-19 pandemic or other natural disasters. This paper contributes to the literature on digital marketing communications by focusing on its implementation in the context of cultural tourism.

STRATEGI KOMUNIKASI PEMASARAN SHIFT MERCHANDISE DALAM MEMBANGUN BRAND AWARENESS

The phenomenon of Hijrah is familiar in big cities and involves many young people. The Shift Pemuda Hijrah is one of the Islamic movements that formed the phenomenon of hijrah in the city of Bandung. To support its da'wah operational activities, Shift Pemuda Hijrah formed a business unit called Shift Merchandise. Shift Merch is engaged in the apparel sales industry. Shift Merch, which was initiated in 2015 in Bandung and launched into the clothing industry in March 2016. This study aims to determine the marketing communication strategy of Shift Merch in building brand awareness. This study uses an interpretive paradigm with a descriptive qualitative approach. The data in this study were obtained through observation, documentation, literature study and the results of interviews with the Shift Merch branding officer as a key informant, a marketing expert as an expert informant and Shift Merch admin as a supporting informant. The results of this study reveal that there are message strategies and media strategies used by Shift Merch in carrying out marketing communications that are always integrated with Shift Media, because Shift Merch is a measuring tool for indicators of the success of their preaching Shift Pemuda Hijrah. Through its marketing communication medium, namely Instagram, Shift Merch has succeeded in building brand awareness through Shift Media. Suggestions that researchers can give are to add new media channels and build stories on creative messages so that they can build their own brand awareness.
 Keywords: Marketing Communication, Brand Awareness, Shift Merch

UTILIZATION OF INSTAGRAM SHOPPING FEATURES AS A MEDIA FOR MARKETING COMMUNICATION FOR ONLINE STORES CARL AND CLAIRE

The extraordinary growth and development of online business has led to intense business competition. Instagram is one of the social media that is here to offer solutions for business owners and their potential customers by issuing special shopping features. One of the online stores that utilizes the Instagram Shopping feature as a marketing communication media is Carl & Claire. In this study, researcher tried to discover the use of the Instagram Shopping feature as a marketing communication medium for Carl & Claire's online store and also discover the advantages and disadvantages using the 4P marketing mix concept. The 4 concepts included in the 4P marketing mix are: Product, Price, Place, and Promotion. The research method used by the researcher in this study is a qualitative descriptive research method. The data in this study were obtained from primary data and secondary data. The data collection technique that the researcher used was observation, documentation, and interviews with 2 informants, namely Mrs. Nouva Puspita as the CEO & Founder of Carl & Claire and Ms. Kezia Marika Puteri as the Junior Brand Manager of Carl & Claire.

Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Yang Dilakukan Oleh UMKM Bolen Kharinda

The development of marketing communications today is not only done in the conventional course. Marketers now also take advantage of new media like the Internet as an alternative to approach prospective customers. Digital marketing is a marketing activity that uses the Internet and information technology to expand and improve the functions of traditional marketing. In carrying out marketing communications, companies must have a strategy so that all predetermined plan can be achieved. A good strategy will benefit the company as the realization of the goals of the company. This study discusses the utilization strategy of Instagram as a digital marketing communications media conducted by Bolen Kharinda. The method used in this research is descriptive qualitative method. In addition, this study also used in-depth interviews technique, literature studies and documentation. Based on the results of the research and discussion, it is known that the planning of Instagram utilization that have been done by Bolen Kharinda are to analyze the problem, analyze the audience, determine the destination, the selection of media and communication channels, and develop plans or projects to achieve objectives. The implementation of Instagram utilization by Bolen Kharinda are the use of features available in Instagram such as upload photos, videos and reels, comments, hashtags, caption, tagging, and Instagram Ads for social media maintenance and also followers and like for social media endorsement. Evaluation of Bolen Kharinda’ Instagram utilization is the result of increased sales and successfully to open branch store and outlets in Tuban City.

PENDAMPINGAN RECOVERY BISNIS MELALUI INOVASI PRODUKSI DAN ADOPSI PLATFORM DIGITAL PADA USAHA IKAN AIR TAWAR DI DESA SIDOMEKAR KECAMATAN SEMBORO KABUPATEN JEMBER

In the midst of the Covid 19 pandemic, many SMEs experienced a decline in their turnover due to business traffic and many economic activities being locked down, this had an impact on their income level. From the results of visits and interviews conducted with service partners, information was obtained from BERKAH KU freshwater fish farming, this business was founded in 2007 and has been running for 13 years within a period of 13 years. production and the existence of technology, and these things are very threatening to the existence and activities as well as cross-economy first during the COVID 19 pandemic. The minimal types of processed products include, among others, the selection of marketing communication media that are still active, the lack of knowledge of business actors about e-commerce platform. The existence of the Covid 19 pandemic is an unavoidable threat for all business actors not to do business for freshwater fish entrepreneurs because all businesses experienced a decline in turnover of almost 80%. Based on the results of research-based service that has been carried out, it can be said that the programs that have been planned and discussed will help improve marketing through the use of technology and product innovation. The first activity is program socialization in increasing knowledge about technology in marketing products. The second activity is to give demonstrations to partners by cheff in innovating products from raw fish raw materials into processed frozen food products

ANALYSIS OF PREPAID ELECTRICITY MARKETING COMMUNICATION STRATEGY IN THE ERA OF PANDEMI COVID 19 IN WORKING AREAS PT. PLN (Persero) CUSTOMER SERVICE UNIT (CSU) CIBADAK SUKABUMI

The purpose of this study were (1). To give you an idea of how models of Marketing Communication Strategies used PT. PLN (Persero) Customer Service Unit Cibadak Sukabumi Prepaid Electric Program. (2). To find out the factor and factor inhibitors Marketing Communication Strategy Supporting the use PT. PLN (Persero) Customer Service Unit Cibadak Sukabumi Prepaid Electric Program. This study uses descriptive qualitative method. Data from this study were obtained by performing Inteview, observation and documentation. Development of the validity of the data in this study was done by using triangulation. Triangulation techniques used in this study were triangulation, triangulation of data sources and time triangulation. The results obtained are: (1). Electricity Programme Prepaid socializing, PT. PLN (Persero) Customer Service Unit Cibadak Sukabumi, using the Model of Marketing Communications Strategy include: Sender (Source/Sender). Enconding (Translation), The transmission, decoding (Respond and intrepetasi), Action and Feedback. By utilizing direct marketing communications media, and not directly. This direct communication includes several programs related to information and dissemination of Prepaid Electricity Program, the Program Through SARLING (Marketing Roving), cooperation with local or central government, and Person to Person or from the mouth of the mouth. While no direct communication, we use the media covering Promotion Mix Advertising, Sales Promotion, Personal Selling, and Digital Online Marketing. (2). In this socialization is the limiting factor is the lack of public knowledge of the system to change the current information system, and the lack of public response to a change. While supporting factor is the support of the central government, local, and community leaders in the socialization process petrified.

Tie Dye Custom Online Marketing and Business Strategy via Instagram Account @caresyourdye

Marketing and business strategies need to be well prepared, so that they can achieve company goals. The purpose of this study was to determine the marketing and business strategy of Tie Dye Custom Online through the @Caresyourdye account as an online marketing communication medium and to describe the factors that influence customer trust. This research uses the descriptive qualitative method. The theory used in this study is the theory of Integrated Marketing Communication (IMC), namely advertising, marketing and business sales, public relations, personal selling, and direct marketing. The results show that Tie Dye Custom Online’s marketing and business strategies through the @Caresyourdye account are very effective. The features that exist in Instagram can be utilized optimally in helping to market Tie Dye Custom Online products, so that people can see, be interested and buy products. Attractive visualizations and complete product descriptions make it easier for visitors to buy products.

COMMUNICATION AND INTERACTIVE MARKETING MANAGEMENT THROUGH INTERNET ADVERTISING

Internet advertising is a development of interactive online marketing communication media that marketers can choose from. The various advantages of internet advertising compared to traditional marketing communication media make this media increasingly used. Social networks or social media have the potential to help SMEs in marketing their products and services (Viral Marketing). Because it is able to reach large areas in a cost-effective manner. Through social networking, SME businesses can carry out marketing activities such as introducing products, establishing communication with customers and potential customers, and expanding business networks. And in its implementation also implements a Customer Relationship Management strategy.

Advergames as Marketing Communication Media Opportunities

The pandemic has had a major influence on consumer behavior trends, and it is considered that business actors need to make several adaptations so that the market does not abandon it. And in the process of selecting marketing media, media games can be used as an alternative at this time, because from some of the results of previous research on the combination of games and advertising, it can have a positive impact on marketing. Therefore, the researcher wants to investigate further about the opportunities that can be obtained from the use of media advergames to assist marketing communication activities in this pandemic situation, by using the literature study method from several previous scientific journals. The research results reveal that the media advergames are able to provide benefits in the marketing process such as being able to create experiential marketing, brand engagement, product placement.

Digital Marketing Rumah Makan Padang Melalui Instagram Berdasarkan Social Construction of Technology

Technology innovation leads to digitalization through the internet encourages the emergence of social media as a trend in Indonesia, such as Instagram. Nowadays, Instagram optimized as a digital marketing communication media as a form of social construction of technology. Present culinary business often found on Instagram, different from conventional business such as Padang Restaurant which already known before digital era. But nowadays, the present Padang Restaurant pops up and they already have an Instagram account such as Wira Padang Restaurant. This research aims to see the social construction of technology process from Padang Restaurant's Instagram account as a form of social construction of technology and to see its digital marketing process. This research using a qualitative method with case study approach through depth interview. The result shows that Padang Restaurant's Instagram account as a social construction of technology form goes through negotiation of Instagram's users and business owner to reciprocally share information, Instagram's features and services as a business account are satisfying for the relevance social group and Instagram as a business account entering the closure and stabilization form. The broader context seen in the Instagram user's habit to upload their food on Instagram and it's been a trend for business owner to create an Instagram account to receive digital recognition. Digital marketing activities on Instagram seen in branding aspect, executed through contents, tone feeds, caption/style of language, hashtag. Completeness aspect seen through Campsite. Instagram's functionality is user friendly, interactivity seen through the relation that was built, visual communication seen at color identities for brand recall, Instagram ads and publication by influencer, food blogger as the relevant advertisement, community relations maintained through intense, exclusive approach, connectivity with another media social creates virality.