Marketing Communication Mix Research Articles

Marketing Communication Strategy for yeoboseyo.id: a Case Study in K-Pop Fashion Brand

The continuous growth of internet users in Indonesia since 2012 has had an impact, particularly on the use of social media. In 2023, 60.4% of the population in Indonesia was using social media. Instagram and TikTok are widely used for social networking and business marketing, including by the clothing brand Yeoboseyo.id. This study aims to examine the marketing communication strategies of Yeoboseyo.id from September 2023 to February 2024, using a quasi-qualitative method with semi-structured interviews and triangulation techniques for data validity. The results show that Yeoboseyo.id utilizes a marketing communication mix, including advertising on social media, conducting sales promotions by providing vouchers, freebies, and giveaways, and implementing public relations to maintain brand reputation. They also engage in personal selling to build consumer trust and direct marketing through one-step and two-step approaches to increase sales and maintain relationships with consumers. The conclusion of this study is that Yeoboseyo.id has effectively implemented its marketing communication strategy; however, there are still some areas that are not fully optimized, including the use of below-the-line promotion channels and the implementation of personal selling.

Brand Awareness : PT Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its cooperation partners have succeeded in increasing brand awareness.

Marketing Communication Strategies of Tourism in @Oasis Sukabumi Increasing Tourist Visits

Marketing communication strategy is one of the factors that greatly influences the number of visitors at a tourist attraction because it is a design for how to influence the public in various ways so that people know, are then interested in visiting and even revisiting for tourists who have already visited. This research aims to find out and find the formulation of an oasis tourism marketing strategy in Sukabumi Regency. The research method uses case studies. The results of the research show that the marketing and public relations division of Oasis Nature Tourism in conducting tourism marketing uses integrated tourism marketing communications (marketing communication mix), but several aspects such as promotion, human resources, development of small and medium business units and media relations are still weak, so they need to be strengthened. and further guidance accompanied by evaluation and monitoring regarding these aspects. One thing that needs to be developed in the long term is to try to form the branding of tourist destinations to further increase the attractiveness of tourist visits.

The Influence of Marketing Communication Mix on Decisions to Purchase Room Services

Purchasing decisions refer to the process by which consumers make decisions to buy certain products or services after evaluating the various options available. This activity is one of the utilization of promotional activities carried out by a company. Where in the promotion there are forms of promotion that are incorporated in a marketing communication mix. Marketing communication mix is a form of marketing that is done to attract relationships with consumers while still paying attention to communication values that are useful for building good relationships with consumers. The main objective of this research is to find the correlation between marketing communication mix and the decision to purchase room services. This research uses quantitative methodology with a causal associative approach. Data collection was carried out by distributing questionnaires to respondents in the form of google forms. A total of 165 respondents were surveyed using a Likert scale, and the majority of visitors were in the age range of 26 to 35 years. The data was analyzed using Partial Least Square Structural Equation Modeling. The results showed that F was calculated with sig. 0.000 <0.05, then the marketing communication mix variable has a significant influence on purchasing decisions. Furthermore, R Square is 0.608. This means that the marketing communication mix influences purchasing decisions by 60.8%. This study found that marketing communication mix is an important factor in improving purchasing decisions.

Marketing Communication Strategy for Youth Creations Breakfast Market (PASAR KAMU) in Increasing Visitor Enthusiasm

This research aims to reveal the facts of the phenomenon to the marketing communication strategy carried out by Pasar Kamu in increasing visitor interest. This type of research is field research with a qualitative approach. Data collection techniques are carried out by interviews, observation, and documentation. Data analysis uses the Miles, Huberman, and Saldana model, namely by collecting data, condensing data, presenting data, and drawing conclusions. The results of this study indicate that Pasar Kamu carries out a marketing communication strategy using several components of the marketing communication mix in increasing visitor interest, namely advertising activities, sales promotion activities, interactive marketing activities, and public relations activities. The implementation of marketing communication strategies increases visitors to Pasar Kamu, which is around 1,000 to 2,500 visitors per week and has attracted visitors from within and outside the country.

Brand Awareness : Pt Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness

The Preferred Marketing Communication Mix of Millennial Customers: Basis for Promotion Strategy

The Preferred Marketing Communication Mix of Millennial Customers: Basis for Promotion Strategy

Analisis Besar Potongan Harga Discount Treatment Melalui Bauran Komunikasi Pemasaran di Klinik Kecantikan the Alfein

The beauty industry continues to grow rapidly throughout the world, triggering increasingly fierce competition among beauty clinics. Promotional strategies, especially offering treatment discounts, are key in maintaining and increasing market share. This research investigates the major price discount strategy through the marketing communications mix at The Alfein Beauty Clinic in Bogor City. Qualitative research methods were used through in-depth interviews and direct observation. The results show that the size of the price discount, the promotional period, and the type of product offered influence the success of the promotional strategy. Social, cultural, individual, and psychological factors also play a role in consumer purchasing behavior. In conclusion, a deep understanding of these dynamics is important in developing effective marketing strategies. The size of the discount, the promotional period, and the type of product must be considered carefully. Understanding social, cultural, individual, and psychological factors helps design responsive promotions. This research provides valuable insights for the beauty industry in facing competition and increasing consumer satisfaction.

Strategi Komunikasi Pemasaran Hotel dalam Meningkatkan Angka Okupansi: Studi Kasus Hotel Yasmin Karawaci Pasca pandemi Covid-19

Life after the Covid-19 pandemic has started since the middle of 2022. The impact of the Covid-19 pandemic has brought losses to business people, one of which is hotel services, which can be said to be the first to be affected by the Covid-19 pandemic and experience delays in recovering it. This research aims to find out the marketing communication strategy carried out by Hotel Yasmin Karawaci in increasing the occupancy rate after the Covid-19 pandemic. Having been used as a quarantine place for Covid-19 isolation patients for 2 years, the Yasmin Karawaci Hotel had to rise again to increase hotel occupancy rates and convince guests and potential guests that the hotel was free from the spread of Covid-19. To explain this situation, researchers use qualitative methods. The results obtained are that Yasmin Karawaci Hotel has carried out a good and effective marketing communication strategy in increasing hotel occupancy rates which refers to the "marketing communication mix". By implementing this strategy to attract guests and potential guests who want to stay at the hotel, it is evident that the number of guests has increased gradually. To overcome the obstacles experienced in implementing the post-pandemic Covid-19 marketing communication strategy, Hotel Yasmin Karawaci always conducts evaluations with hotel staff and employees.

Implementasi Social Media Marketing Indihome Tangerang Dalam Membangun Brand Awareness

Indonesia is experiencing growth in the use of social media with a total of 167 million active social media users who are accessed via mobile phones and various kinds of usage processes that mean Indonesia is experiencing very rapid growth in the use of social media. The research entitled "Implementation of IndiHome Tangerang Social Media Marketing in Building Brand Awareness (Study at PT. Telkom Indonesia WITEL Tangerang) aims to find out how to implement social media marketing and how to build IndiHome brand awareness at PT. Telkom Indonesia WITEL Tangerang. The theories used in the research are marketing communications, marketing communications mix, social media marketing and brand awareness, where this research uses qualitative descriptive methods with data collection techniques using unstructured interviews and observation. Then the data that has been obtained and collected comprehensively is then analyzed using data reduction, data presentation and verification or re-checking. From the research stages carried out, the results of the research can show that the social media marketing carried out by PT. Telkom Indonesia WITEL Tangerang in building brand awareness is building positive relationships through social media with consumers through the content that is distributed, this content is in the form of entertainment content, product promotions and product information, this content is distributed through several social media including TikTok, Youtube, Instagram and Twitter , with the content created and several social media platforms which will certainly have a big influence in building brand awareness of the product.

“Other Customer” Perception as Strategic Insight into Gen Z Consumer–Brand Identification and Purchase Behavior: A Mixed-Methods Approach

This study addresses the knowledge and research gaps regarding the “other customer” concept within the consumer–brand identification paradigm, drawing on branding and consumer behavior theories. We consider the “other customer” as the other customers of a brand from the perspective of an individual (focal customer) using or simply assessing the brand. We take into account both how the focal customer is influenced by other customers and how the focal customer perceives those other customers. While the concept is traditionally associated with the service industries, we expand its relevance to product brands. We use Social Identity Theory, Social Comparison Theory, and Other Customer Perception to identify how Gen Z focal consumers construct the image of other consumers of international brands at national level. A mixed-method approach was developed, bringing together MMCA (multimodal content analysis), perceptual mapping regarding brand image, and other customer perceived attributes, as well as a survey addressing (a) focal customer–other customer–brand identification perceived similarity and (b) perceived influence of sustainability on purchase behavior. MMCA was performed on a corpus of 236 other customer profiles of Nike and Adidas, consisting of a visual component and a textual description. The profiles were developed by a convenience sample of 147 Romanian Gen Z young adults. The results show that: (a) The national specificity and history of the brand can lead to diverging, local other customer profiles that might be accepted or rejected based on the desirability and similarity perceived by the focal customer; (b) The other customer is used as a form of self-evaluation carried out by the focal customer (Gen Z consistently evaluates downward some of the other customers as a way to curate self-esteem and avoid identification with profiles they consider undesirable or unsuitable for their own self-image); and (3) The connection perceivable at international level between brand sustainability as a purchase pre-condition and Gen Z customers is not universal and should be re-evaluated based on local realities. At theoretical level, this study contributes to the advancement of the “other customer” concept; at a practical level, it advocates for the inclusion of an “other customer communication strategy” into the marketing communication mix.

Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness

Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales turnover which increases every year. Based on previous research, Vebcake already has good brand awareness. Consumers have a good perception of the Vebcake Brand and say that the products from the Vebcake Brand are delicious and high quality at an affordable price. This research aims to describe the implementation of marketing communications via social media carried out by Vebcake to increase brand awareness. This research uses a qualitative approach with a descriptive type. The results of this research found that Vebcake implements a marketing communication mix regularly so that the public can be aware of the existence of the Vebcake Brand. The marketing communication mix carried out is in the form of advertising, sales promotion, public relations and publicity, online marketing and social media, mobile marketing, direct and database marketing, and personal selling. The obstacles that Vebcake faced while carrying out this marketing communication were the problem of miscommunication and the communication device (smartphone) which was damaged.
 Keywords: brand awareness; marketing communications; social media

EVALUATING THE IMPACT OF MARKETING COMMUNICATION MIX ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF SERVICE QUALITY DELIVERY

Customers are important stakeholders in the financial industry, and therefore management must place a high priority on their satisfaction. In this paper, we investigated the impact of marketing communication mix on customer satisfaction being mediated by service quality within the financial industry. Data was drawn from marketing and sales managers of financial institutions, non-financial institutions, and microfinance companies. A sample of 372 marketing and sales managers participated in this study from financial, non-financial, and microfinance institutions across the three business regions in Ghana. The study deployed the quantitative approach to achieve the objective set. Partial Least Square-Structural Equational Modeling version 3.3 was adopted in this study to analyze the data and its processing. Out of the eleven hypotheses formulated, seven of them were significant, while four were insignificant. According to the findings, firms with greater levels of marketing communication mix should employ this performance metric to attract and achieve high-quality customer satisfaction because customer satisfaction is critical to a company's success. To management, it set a ground for them as superintendents of businesses to tailor-make their products in line with the customers’ preferences and satisfaction. The limitations and future research directions are equally presented in the paper.

Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness: Studi Kasus pada UKM Vebcake Tulungagung

Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales turnover which increases every year. Based on previous research, Vebcake already has good brand awareness. Consumers have a good perception of the Vebcake Brand and say that the products from the Vebcake Brand are delicious and high quality at an affordable price. This research aims to describe the implementation of marketing communications via social media carried out by Vebcake to increase brand awareness. This research uses a qualitative approach with a descriptive type. The results of this research found that Vebcake implements a marketing communication mix regularly so that the public can be aware of the existence of the Vebcake Brand. The marketing communication mix carried out is in the form of advertising, sales promotion, public relations and publicity, online marketing and social media, mobile marketing, direct and database marketing, and personal selling. The obstacles that Vebcake faced while carrying out this marketing communication were the problem of miscommunication and the communication device (smartphone) which was damaged.

Analisis Bauran Komunikasi Pada Layanan Pembiayaan di KSPPS Karisma Grabag dalam Meningkatkan Minat Nasabah

This study aims to find out more and describe the state of the marketing communication mix implemented by the KSPPS Karisma branch of Grabag to arouse the interest of members and increase the number of their members. Increasing The failure of cooperatives to attract members is one of the factors. There is a lack of marketing communications while members are the source. Cooperative survival requires good marketing communications, informing the existence of products and convincing people to make purchases. The method used is descriptive qualitative method in this study. The data analysis method used is data collection, presentation of the data found and conclusions. Information obtained from observations and interviews where the sampling technique was purposive sampling, documentation, internet and literature research was carried out from January 2022 to December 2022. The marketing communication mix used by KSPPS Karisma Grabag to reach members is advertising, personal selling, and word of mouth marketing, direct and interactive marketing and public relations and Advertising. The marketing communication mix used in this study Kharisma KSPPS Grabag increased the number of members.

Impact of Website Quality on Customer Satisfaction and Purchase Intention in the E-Commerce Sector in India

E-commerce is on the rise both in India and abroad as the economy is becoming digital and consumers are using online platforms to search for information and for making purchases of different types of services and products. Retail e-commerce sales were 5.2 trillion Dollars approximately worldwide in 2021. It is forecasted that this figure will grow by 56 percent over the next few years, and reach 8.1 trillion dollars by 2026. (as per Global retail e-commerce sales 2014-2026, Published by Stephanie Chevalier, Sep 21, 2022). Websites are an important component of the rapidly growing E-commerce market. In the overall marketing communication mix, the websites complement the direct selling activities, helps to improve the corporate image and provide basic information about the company to its customers using an online platform. There is a need to study the measures of Website designs which help to improve their quality as well as the customer satisfaction towards the website design of the company, which may also lead to purchase intention of the consumer. Customer reaction to the website has been studied by the author taking into consideration the Amazon India and Flipkart websites as they are comparable names. Study was conducted in Delhi-NCR and data was gathered from 658 respondents out of which 300 were from Delhi 358 were from NCR covering the areas – Gurgaon, Noida, Ghaziabad, Faridabad etc. The construct used to collect the data was a standard construct – WebQualtm, a measure of Website quality. 12 dimensions of WebQualtm were taken into consideration to study the satisfaction of customers towards the Website Quality of Amazon and Flipkart. Another linkage that was studied was whether this customer satisfaction towards Website quality led to purchase Intention among the Customers or not. PLS-SEM was used for analysing the hypothesized relationship among the constructs and was found that Website Quality significantly influenced the Customer Satisfaction which in turn leads to Purchase intention of the customer.

AKTIVITAS KOMUNIKASI PEMASARAN PT ARAH DUNIA TELEVISI PADA PROGRAM RAMADHANKU DI JOGJA

In the current digital era, new media, such as social media, have emerged abundantly. These new media platforms serve similar functions to television, providing information and entertainment, and can be seen as potential substitutes for television due to their accessibility and availability anywhere. To remain relevant in this evolving era, television networks have adapted to the trends by shifting towards digital television that can be accessed through gadgets. ADITV is one of the local Islamic television stations in Yogyakarta that has made this transition to digital television. One of ADITV's programs that reflects its Islamic identity is "Ramadhanku di Jogja." Marketing communication activities need to be conducted to sustain its position amidst the emergence of new media. Therefore, this research aimed to explore the marketing communication activities of PT Arah Dunia Televisi in the program "Ramadhanku di Jogja" using the concepts of marketing communication (Kotler & Keller, 2012) and marketing communication mix (Firmansyah, 2020). The research methodology employed is qualitative descriptive, involving data collection through interviews, observations, documentation, and literature review, utilizing source triangulation and technique triangulation as data validity techniques. The findings of this study indicate that ADITV has implemented marketing communication activities in the program "Ramadhanku di Jogja," including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing, with a stronger focus on conventional marketing approaches such as personal selling and direct marketing.

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.

Pengembangan Ekowisata melalui Strategi Bauran Komunikasi Pemasaran (Marketing Communication)

The Thousand Islands is a district area that is part of the city of Jakarta. The Thousand Islands consist of 110 islands, of which 16 are resident islands and resort islands or islands that are intended as tourist destinations (Jakarta.go.id, 2019). The Thousand Islands have a variety of beach and marine tourism attractions. As one of the islands in the Jakarta Province area, the existence of marine-based Seribu Islands tourism is unique in its own right. Based on data from the Seribu Islands Tourism and Creative Economy Sub-agency, only 30% of Jabodetabek people know the tourist area well, which is part of the DKI Jakarta area (CNN Indonesia, 2019). The research approach used in this study was qualitative research. The selection of informants was carried out using non-probability techniques due to suitability in the context of qualitative research. Of the various marketing communication mix activities carried out, online publications are still not optimized. In addition, supporting facilities are needed, such as transportation and lodging that are proper and CHSE certified, so that tourists who visit have a different experience and can deliver a massive word-of-mouth campaigns.

Strategi Komunikasi Pemasaran Penerbit Buku Obelia Di Kota Medan

This study aims to determine the marketing communication strategy of Obelia book publishers in their bookstores in increasing product sales and maintaining the existence of printed books amidst the rise of technological developments that have given birth to the latest information tools in the form of the internet and electronic books (E-books). This study uses a qualitative approach, and the types and data of this research are descriptive. This study uses the theory of marketing communication mix or Marketing Mix, namely advertising, sales promotion, public relations, direct marketing and personal selling. Researchers conducted in-depth interviews with the founder who is also the owner of the Obelia bookstore. The researcher made direct observations in the field and also collected data from previous studies as a reference. The results of this study indicate that the application of Marketing Mix as a marketing communication strategy for Obelia book publishers in Medan is considered effective.