Marketing Communication Mix Research Articles

Integrated Marketing Communication Model in Building the Image of Tourist Attractions in Kota Tua Jakarta

ABSTRACT
 Purpose: This research aims to harmonize marketing communication strategies and programs to create interesting messages and information.
 Research Methods: The research uses a qualitative approach, namely the assessment of how Integrated Marketing Communication strategies and models in integrating the marketing communication mix. Kota Tua Jakarta (the Old City Jakarta) became a locus in this study. Observation, interview, documentation, and focus group discussion are research data collection techniques.
 Results and discussion: The delivery of promotions and publications is directed at electronic media and social media by the reputation and target audience. Kuta Tua Jakarta’s website is designed to follow the dominant identity of building colors and tourist attractions from communities that are members of one community. Regional structuring and improving facilities and infrastructure and strengthening the cooperation network with stakeholders are the priorities of the manager. 
 Implication: The concept of the Integrated Marketing Communication model with planning is presented through organizational communication among stakeholders.
 Keywords: IMC model, marketing communication mix, tourism product.

YUMEYA RESTAURANT’S MARKETING STRATEGY POST-EMERGENCY RESTRICTIONS TOWARDS COMMUNITY ACTIVITIES (PPKM) DUE TO THE COVID-19 CASE’S NUMBER’S INCREASE

PPKM indirectly affects the continuity of the business world. Similarly, the restaurant business sector, is what makes restaurant entrepreneurs have to think hard about how to bounce back their business. Yumeya Restaurant was able to get through the crisis period after being hit by the emergency PPKM period with his activities in the field of marketing communication. Marketing communication became one of the tools that Yumeya Restaurant did to bounce back. Therefore, this research activity aims to find out the marketing communication strategy of Yumeya Restoran to rise due to emergency PPKM rules due to increased Covid 19 cases. The research method uses a qualitative approach by conducting research and analysis of the phenomenon of marketing communication at Yumeya Restaurant post-PPKM Emergency. The data collection techniques carried out are interviews and observations with sources. The informant in this study involved 1 (one) person as a key informant people as supporting informants. The results revealed that the marketing Communication Strategy conducted by Yumeya Restaurant by utilizing 4 elements of the marketing mix and elements of the marketing communication mix, namely advertising, sales promotion, special events and experiences, public relations and news, direct marketing, and personal sales. To market its products Yumeya Restaurant uses marketing communication strategies in a persuasive, informative, and educative way.

The Kentucky Fried Chicken Integrated Marketing Communications Mix Strategy and Its Sales Revenue, Profitability, and Market Share

The main objective of the study was to assess the level of effectiveness of KFC integrated marketing communications (IMC) mix strategy and its correlation to the marketing outcomes. The study specifically aimed to answer the following: (1) Profile of the respondents – customers and managers; (2) Assessment of the respondents on the effectiveness of IMC mix strategy of KFC in terms of the following aspects: Personal Selling, Non-Personal Selling, Direct Selling, Sales Promotion, Advertising, and Public Relations; (3) To answer whether there is a difference on the assessment of customers and managers on the effectiveness of IMC mix strategy; (4) To answer whether there is a difference on the assessment of customers and managers on the effectiveness of KFC IMC mix strategy when they are grouped by common profile; (5) To answer whether there is a difference on the assessment of customers on the effectiveness of KFC IMC mix strategy when they are grouped by profile; and (6) To answer whether there is a relationship between KFC IMC mix strategy and marketing outcomes. The design of this study is descriptive research which is aiming to record, describe, analyze, interpret and compare the facts, data and information gathered through survey about the IMC mix strategy of selected KFC stores in Metro Manila, questionnaires were distributed to the respondents. A total of five hundred fifteen (515) respondents had chosen using convenience sampling, consisting of customers and managers. Results showed the respondents’ assessment on the effectiveness of IMC mix strategy of KFC, the most effective among the elements is public relations while the least is sales promotion, over-all the IMC mix strategy of KFC is effective.

Development and efficient use of a marketing communications mix

Aim. Based on an analysis of current trends in the development of the marketing communications mix, the presented study aims to determine the prerequisites for its efficient use by organizations for maximum impact on the consumer.Tasks. The authors identify trends in the development of the marketing communications mix; consider an algorithm for the formation of the marketing communications mix in an organization; substantiate the prerequisites for its efficient implementation in an organization.Methods. This study uses general scientific methods of cognition to investigate trends in the development of the marketing communications mix at the present stage, as well as the algorithm and prerequisites for the formation and implementation of the marketing communications mix.Results. According to the results of the study, the following trends in the development of the marketing communications mix can be identified: promotion of Internet communications following the growth of online commerce and mobile commerce, strengthening of customer centricity and development of interactive communication tools, expansion of direct producer consumer communications due to some manufacturers departing from resellers when selling goods, development of omnichannel sales, synchronization of different marketing promotion channels, etc.Conclusion. The study reveals that the prerequisites for an efficient marketing communications mix include a systemic communicative impact on the consumer, formation of a marketing communications mix based on consumer knowledge and continuous testing of the communication campaign, further development and application of modern tools for interaction with the consumer, creation of personalized, relevant, and interactive content based on a marketing strategy and a competent content plan.

Examining the Effect of Social Media on Online Reputation Management of Hotels Special Reference to down South Area in Sri Lanka during COVID 19 Pandemic

Covid 19 has physically halted the world's activities. Almost every industry in the globe has failed, forcing them to choose whether to seize the firm or continue operating. Social media has emerged as a critical role in determining the fate of businesses and sectors. As the most significant force in the new normal, social media has produced a large demand for all sectors functioning throughout the world. Covid 19 has made the globe virtual and permeable, but social media contributes to the world's seamless virtual operation regardless of the field. During covid 19, hotels and tourist businesses that deal with customer satisfaction required to focus extra attention on strengthening their reputation and trust with their customers. In accordance with this, the study's goal is to investigate the impact of social media on hotel online reputation management, with a focus on down south area in srilanka. The purposive sample approach was used to pick a sample of 8 hotels from among hoteliers in the down south area. Thematic analysis was used in the study to assess the results of the hotel interviews. Social media marketing communication mix considered as the parental theme, while, social media marketing strategies, social media sales promotion and social media interactive marketing being the sub themes of the study. The study's key findings demonstrated that facebook and instagram play an important part in preserving and obtaining online hotel reputation, becoming the most powerful elements. Youtube drew less attention because of the time element being mentioned. The hotels have achieved a big and enormous online awareness and online reputation through viral intimacy marketing campaigns and paid advertising in order to optimize their occupancy levels. Viral intimacy marketing has gained significant advantages for hotels in terms of advertising and sales promotion while being the least expensive strategy. This study emphasizes that social media is serving as a lifeline in pandemic scenarios owing of the continuous service provided. Further research on the mediating role of wow and wom marketing and customer brand insistence is required in hotels in order to investigate the influence of social media on online reputation management.

STRATEGI KOMUNIKASI PEMASARAN DIGITAL PT. KOMPAS MEDIA NUSANTARA DALAM MENINGKATKAN JUMLAH PAID USERS PORTAL BERITA BERBAYAR Kompas.id

Online media business competition in Indonesia requires Kompas Daily Newspaper to take efforts to promote Kompas.id. This study aims to find out how digital marketing communication strategy in increasing paid users Kompas.id. This type of research is case study with qualitative approach and in-depth interview data collection techniques. The results concluded that main direction of Kompas.id's digital marketing communication strategy was objective focused in which digital aspects didn’t only appear in the marketing communication mix, but the whole process of the strategy. The steps start from identifying the target audience, designing communication, deciding digital marketing communication mix and it’s channel, determining total budget for digital marketing communication, then measuring the results of digital marketing communication.

Penerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen

In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase.
 Keywords: Marketing, Marketing Communication, Purchasing

Penerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen

In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase.
 Keywords: Marketing, Marketing Communication, Purchasing

Examining a model of tourist loyalty in homestay tourism village balkondes Borobudur area in the new normal period

Tourism business is affected by Pandemic Covid-19. Tourist loyalty was proven as an important key for the recovery of tourism business, including homestays in tourism villages. Therefore, this study aims to examine the model of tourist loyalty in homestays tourism village Balkondes Borobudur area in the new normal period. The quantitative study was conducted by developing a questionnaire to get primary data from 100 respondents who have stayed in a homestay tourism village Balkondes Borobudur area in the new normal period more than once as samples. Data were analyzed by Structural Equation Model (SEM) with AMOS, and Sobel Test to examine the mediation effect. The results show that service quality and image has a positive and significant effect on tourist satisfaction, tourist trust, and tourist loyalty. Moreover, tourist satisfaction and tourist trust proved that these variables mediate the relationship between service quality and tourist loyalty, and between image and tourist loyalty. The results have implications for the homestay tourism village manager to improve the quality of services based on health protocols and CHSE, communicate a positive image to guests through a marketing communication mix, to increase guest satisfaction and trust. Thus, it is hoped that the guests who have stayed will become loyal guests so that the business can survive and be sustainable. This study extends the literature related to the implementation of the tourist loyalty model in the hospitality and tourism industry, especially homestays in tourism villages.

STRATEGIC INNOVATIVE ORIENTATIONS OF MARKETING COMMUNICATION ACTIVITY OF ENTERPRISES OF EU AND UKRAINE COUNTRIES

Modern international approaches to the interpretation of the “marketing innovations” concept, which is periodically reviewed by the international expert community in accordance with changes in the business environment in modern conditions, are studied. A comparison of the approaches, set out in the 3rd and 4th Oslo Manual editions (a joint publication of the OECD and Eurostat) made it possible to identify and analyze some differences. On the one hand, the Oslo Manual 3rd edition distinguishes four types of innovation: product, process, marketing and organizational. On the other hand, the Oslo Manual 4th edition distinguishes two types of innovation only: product and business process innovation. Marketing innovations are included in business process innovation. The authors researched the implementation of marketing innovations in EU countries, according to the Community Innovation Survey CIS 6 (2008) -CIS 10 (2016), and identified the priority role of new methods of promotion. The share of enterprises that implemented organizational and marketing innovations during 2008-2016 was reduced. This confirmed the assumption that less expensive marketing innovations are more actively implemented in times of economic instability, and the share of product and process innovations increases when the economy stabilizes. The results of the analysis the ratio of different new marketing methods for enterprises in the EU showed the undeniable advantage of new promotion technologies. The results of the analysis of current trends in the advertising and communication market of Ukraine also show that the growth rate of digital Internet advertising is faster (+ 29%). The 76% increase in Digital Out-of-Home advertising indicates the widespread use of digital technologies not only on the Internet, but also offline. The authors studied the peculiarities of the introduction of new methods and technologies of promotion at domestic enterprises by interviewing the heads of marketing services of Dnipro enterprises in 2016 and 2021. The survey showed that enterprises are increasingly using digital technologies and include it in the integrated marketing communication mix. However, only a third of companies make sufficient use of various digital marketing opportunities and include digital off-line tools, including QR codes, Smart TV, and mobile applications, in their integrated marketing communication mix. The article substantiates the need to develop and implement a digital marketing strategy by domestic enterprises.

PHOTOGRAPHY SERVICES MARKETING COMMUNICATION STRATEGY

This research is titled Marketing Communication Strategy Photography services (case study of Personal Selling communication Model in maintaining the Wedding photography product line in Pixto Creative Studio in Bandung). This research explains the personal selling communication strategy and the competing strategy of photography services at Pixto Creative as part of the Integrated marketing communication mix and the service marketing mix that will be used as a reference for Pixto Creative to enhance communication tools to promote potential customers. The purpose of this research is to know the steps of personal selling communication, to know the advantages and disadvantages of personal selling communication, to know the steps to develop a competitive strategy of services, to know the marketing mix of services, and to know the main factors in maintaining the wedding photography product line of Pixto Creative.
 The research uses qualitative research methods with a case study approach, paradigm Research is constructivism where the personal selling communication done by Pixto Creative is the result of construction built by Pixto Creative so consumers will naturally receive such communications as part of reality. The data collection techniques in this study are documentation, interviews, and observations. The results of this research are the personal selling Pixto Creative steps include finding potential customers (prospecting) and qualifying, Pre-approach, presentations and demonstrations,

Komunikasi Pemasaran Wisata Halal Di Banyuwangi dan Gunungkidul

The concept of Halal Tourism began to be adopted in Indonesia in 2014 and is getting stronger in Indonesia following the 2016 World Halal Tourism Award in Dubai. Several regions or districts responded to this by opening halal tourism, including Banyuwangi Regency and Gunungkidul Regency. Banyuwangi Regency launched tourist area branded as ‘the first sharia beach tourism in Indonesia’, namely Santen Island Beach. Meanwhile, Gunungkidul Regency is on Torohudan Beach. The research method used is a case study. The discussion includes marketing strategy and marketing communication mix, showing the implementation of halal tourism management on Santen Island Beach was successful at the beginning with very strong branding evidence, marketing communication practices have maximized marketing strategy and communication mix. At Torohudan Beach, the community prefers the principle of ‘Muslim friendly tourism’, and in its implementation it needs support from the local government. Keywords: branding, Halal Tourism, muslim friendly tourism, sharia beach tourism

The Marketing Communication Strategy of Indonesian Film A Study Case: Laskar Pelangi Film

The purpose of this study is to present the appropriate marketing communication strategy for a film based on the marketing mix and communication mix strategy. Promotion is considered to be the most important sector in film where it is also determined as the first stage to introduce the new release film to the audiences. Therefore, promotions are used by the home production as a tool to provide the film information that aimed to create the public awareness towards the film and decide to watch it in cinema without taking the risk of being unsatisfied. The study will be in the form of a study case taking the well-known Indonesian film “Laskar Pelangi” as the object research. The methods that used are a descriptive qualitative approach through research, observation, and interview with the publicist team of Laskar Pelangi film. The finding shows that PT Miles Films as the home production of Laskar Pelangi using the Integrated Marketing Communication (IMC) such as advertising, direct marketing, sponsorship marketing, exhibitions, point of sale and merchandising, and Word of Mouth (WOM) by considering its target consumer which is the family and Laskar Pelangi novel’s reader. Furthermore, the company use the Unique Selling Point (USP) in terms of casting, producer, director, and also the moral value of the film affecting to improve the interest and consumer’s desire to watch the film. The overall research documents that for the film industry to perform well, the company needs to define the marketing tools based on the target market.

INTEGRATED MARKETING COMMUNICATION KEDAI SODARE KOPI DALAM MENINGKATKAN BRAND AWARENESS

Brand awareness is an important aspect in a coffee business. because it can expand the level of enthusiasm of business consumers. This is like what the Sodare Kopi shop is currently doing, which is currently looking to increase brand awareness using a integrated marketing communication whose sales are declining during the pandemic. This study aims to determine the integrated marketing communications mix used by the Sodare Kopi shop to increase brand awareness. The theory used in this study is the theory of integrated marketing communications which includes advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, and personal selling. This research is a qualitative research. The results show that the Sodare Kopi shop uses a marketing communications mix ranging from advertising through social media, Sales promotion through different variants, events and experiences by collaborating with outsiders, public relations and publicity by disseminating information through social media, direct marketing by providing knowledge. products, personal selling through positive interactions. and interactive marketing through Instagram polls.

ANALISIS STRATEGI BAURAN KOMUNIKASI PEMASARANDALAM MENINGKATKAN PENJUALAN SENJATA KERIS DIDESA AENG TONG – TONG SUMENEP

This study aims to determine what strategies are used to increase the sale of keris weapons in the village of Aeng Tong-Tong Sumenep. The research method used is descriptive qualitative, descriptive research aims to collect detailed information by describing the situation in the field, data obtained through interviews with researchers from informants. From the results of research that can be obtained that the marketing communication mix that has been used by businessmen in the village of Aeng Tong-Tong Sumenep currently is Advertising, Sales promotion, Event and experiences, Online and social media marketing,interactive marketing, Personal selling. With the marketing communication mix relatively increased compared to before using only conventional sales methods.

Marketing Communication Program Design of Online Travel Agent Kliktrip Using Benchmarking and Analytical Hierarchy Process Methods

Kliktrip is an Online Travel Agent (OTA) that has trip & activities facilities and was established in 2018 in Bandung. Kliktrip sales are still experiencing a decline due to low public awareness of Kliktrip which is seen through the number of downloads on mobile apps and Instagram followers. Kliktrip sales are still experiencing a decline and public awareness of Kliktrip is still low because Kliktrip has not implemented 7 out of 8 marketing communication mix optimally. Therefore, research was conducted to design an effective marketing communication program for Kliktrip by using benchmarking and Analytical Hierarchy Process (AHP) methods. Based on the results of AHP data processing, it can be seen that the selected benchmark partner is Explorer.id with a total priority vector value of 0.44 and benchmark results with Explorer.id concluded that Kliktrip needs to increases the value of SEO, page views, and unique visitors on the website, creates a Tiktok’s account, webisode, and video podcasting, collaborates with cross-promotion, makes contests (giveaways), increase the number of downloads and reviewers on mobile apps, implementing mobile billboards and cause-related marketing, increasing customer service operational time, participating in exhibitions, and collaborating with influencers.

DELTA FM JOGJA'S MARKETING COMMUNICATION STRATEGY IN MAINTAINING ITS EXISTENCE IN THE SPECIAL REGION OF YOGYAKARTA

The intence radio competition in Yogyakarta requires radios to have a strategy in maintaining their existence in this digitalized era. A good marketing communication strategy is needed to attract the attention of both listeners and advertisers. Delta FM radio as a network radio certainly has challenges in competing with other competitor radios in Yogyakarta. To maintain its existence, Delta FM radio requires the right marketing communication strategy. This study aims to determine the marketing communication strategy of Delta FM Yogyakarta in maintaining its existence in D.I.Yogyakarta. This study uses Planning theory by Berger, Marketing Communication Mix, and analysis of Segmenting, Targeting, and Positioning (S-T-P). The research method used is descriptive qualitative. The results showed that in determining the marketing communication strategy, Delta FM Yogyakarta carried out 3 stages, namely the planning stage, the implementation stage, and the evaluation stage. In its implementation, Delta FM uses 5 stages of marketing communication mix, such as Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Selling.

Marketing Communication Strategy Of Riyan Farm Hydroponic Vegetable (Case Of Riyan Farm Smes, Serang City)

Riyan Farm is one of agricultural business that uses hydroponic method to grow vegetables in Serang City. However, many people of Serang City and the county around are still not knowing Riyan Farm’s hydroponic product which results in decreased sales. This requires Riyan Farm to determind the right marketing communication strategy. This study lasted for 7 months with several considerations. The research took place on RSS Pemda Housing Block D1 Banjarsari District Cipocok Jaya Serang City Banten. This research uses a benchmarking approach against other business that have similar products and have been successful in the market. Benchmarking method performed by collecting information from other Farm’s product through in-depth interviews and observation and other data that have reliable information as books and literature. The analysis tools used are Gap analysis, IFE matrix, EFE matrix and SWOT matrix. The Gap analysis based on marketing communication mix results in 7 recommendation of communication strategy. In order to create the applicative strategy that suits company’s environment, those 7 recommendations should be combined with the result of SWOT Analysis. The last of result shows 5 market communication alternative strategy.

Effects of sponsorship quality and quantity on employee brand behavior

Over the past three decades, corporate sponsorship has evolved into a key element in the marketing communications mix. More recently, the concept of “sponsorship-linked internal marketing” has attracted interest among scholars who study how sponsorship can build corporate identity and increase employee involvement. However, existing knowledge about the effects of sponsorship on employees is still sparse, despite the prevalent rationale that an employer’s sponsorship activity may influence employees’ perceptions of their employer and their behavior within the organization. This research responds to calls to investigate the strategic application of sponsorship within the firm (Farrelly et al. in J Sport Manag 26(6):506–520, 2012). Grounded in signaling theory and prior sponsorship research, we develop and empirically test a sponsorship effectiveness model among employees of a Swiss retail company. Our findings demonstrate that a high level of sports, cultural, and ecological sponsorship quality, as well as a high level of sports and ecological sponsorship quantity, positively impacts employees’ brand commitment and brand behavior through their perception of the brand image and brand understanding. Furthermore, the effects of sponsorship quality are stronger than sponsorship quantity.

KOMUNIKASI EFEKTIF SEBAGAI PARADIGMA BARU PENGELOLAAN RISIKO KONSUMEN DALAM CREATIVE MANAGEMENT SYSTEM MOODLE

Analysis of Business Marketing Strategies on the "RAFE" Element with Main Performance Evaluation Analysis on "RNNs" with Activity Logs "CMCNs." The results found business opportunities for success at the core of the entrepreneurial organization's communication goals that were supported knowing communication literacy using the MMS "CMS" Creative Management System method to analyze information technology literacy with competency required business opportunities. Business learning is understood as the process of business communication as a narrative communication method developed by postmodern. Management studies on promotion (creative) on the thinking patterns of small business creativity (talent management). The role of the Medium Enterprises Creative Community (MSME) is agreed with the cooperation contract as a very important financial capital in the national financial system. The role of entrepreneurship especially business opportunities in aspects of the pattern of the communication environment, such as increasing employment opportunities, equality, increasing resources, developing the creative economy and increasing the attractiveness of advertising through communication promotion. Digital literacy interests, attitudes, and abilities of individuals using digital technology as a process of communication objectives to access, manage, integrate, analyze, evaluate information data, build new knowledge, create and communicate with others, so they can participate effectively. In the first discussion, Marketing Communication Mix. Second, Creative Marketing System "CMS," Third, Perception of the business environment, Fourth, Strategic Ecological and Fifth, Cultural Patterns and Social Environment.