Marketing Communication Process Research Articles

Penggunaan Media Sosial TikTok Produk The Originote Sebagai Komunikasi Pemasaran Online

Social media plays an important role as a means for carrying out various communication activities, including marketing communications, where this platform provides the ability for brands to interact directly with their audience. Tiktok is a platform that plays a role in facilitating digital marketing. TikTok has recently received a lot of attention from social media users and has had a significant impact on the entrepreneurship industry. Tiktok has become an application that is popular with many individuals, which has given rise to various new business ideas. The Originote is one of the imported skincare brands that will enter the Indonesian market in 2022. This brand became very popular on TikTok social media when it first appeared in Indonesia, to be able to beat competitors who have survived longer. In conducting this research the author used a qualitative description method with data collection techniques through literature study. This method was chosen because of its ability to explore deep meaning and understanding of complex phenomena through diverse perspectives. The results of the research show that TikTok social media has an important role in the marketing communications process, by utilizing the features on TikTok and the role of influencers who can help influence consumer buying interest. This shows that the use of TikTok social media is an effective tool in carrying out marketing communications.

Integrated Marketing Communication Strategy of PT. Syngenta Indonesia in Increasing Corn Farming Productivity Through the Use of Digital Technology for PeTani Apps

The emergence of the peTani Apps represents PT. Syngenta Indonesia’s innovative response to enhancing corn farming productivity through digital technology utilization. In 2023, the user base of the peTani Apps reached 28,600, a significant increase from the previous year. This research aims to examine the integrated marketing communication (IMC) process undertaken by PT. Syngenta Indonesia in boosting corn farming productivity through digital technology, particularly via the peTani Apps, employing Kotler and Keller's (2016) IMC strategy concept. The research method employed is qualitative descriptive with a post-positivist paradigm and data triangulation method. The findings reveal that PT. Syngenta Indonesia effectively implements IMC strategy to enhance corn farming productivity through the peTani Apps. The company has conducted extensive promotional efforts through various online news portals and social media, alongside sales promotion programs offering discounts and special deals. Through participation in agricultural events and collaboration with stakeholders, the company has expanded reach and heightened awareness of the application. Support is also provided through direct marketing, digital marketing focus, and the use of specialized teams for farmer education

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Several companies aim to enhance digital marketing communication processes to achieve desired outcomes. Strategies include brand personification, embodying a human persona for the brand, and fostering social presence, perceived through communication activities. The characteristics of the message also play a significant role. However, research on the role of brand personification, social presence, and message characteristics on Instagram remains scarce. This study investigates their influence on positive e-word-of-mouth intention within Indonesia's telecommunication service provider industry. A quantitative research method is employed, using Structural Equation Modeling (SEM) with the Lisrel program for data analysis from 254 respondents, findings indicate significant effects. Brand personification, social presence, and message characteristics positively impact e-word-of-mouth intention, with respective influences of 0.17, 0.27, and 0.40. The study suggests telecommunication companies leverage these factors to cultivate positive e-word-of-mouth intention among customers, aiding in digital marketing effectiveness.

Perempuan Dalam Profesi Marketing (Studi Kasus Perilaku Komunikasi Pemasaran Yang Dilakukan Karyawan Perempuan Di PT. Hatsonsurya Electric)

Women who work in the marketing field have their own behavior in the process of delivering communications internally and externally to the company. The purpose of this study is to find out how the marketing communication process is carried out by female employees and what factors are behind the communication process being formed. This type of research is a case study with a qualitative descriptive approach using interview, observation, and documentation techniques. The results of the study show that the communication process that occurs is non-verbal with a structural communication style and there are three factors behind the occurrence of this communication process, namely the gender factor, knowledge factor, length of service factor. This research is expected to provide new knowledge about the other side that women have in carrying out their duties and functions in maintaining a good company image through marketing

"DOVE ÖZGÜVEN PROJESİ" ÜZERİNE BİR ELEŞTİREL SÖYLEM ÇÖZÜMLEMESİ

In this research, Van Dijk's critical discourse analysis was applied to selected advertisements published on Dove Self-Esteem Project's YouTube page as part of the campaign that started in 2004 as a social responsibility project. During the analysis of the commercials, the table prepared by Ayvaz and Livberber (2019), who adapted Van Dijk's news discourse model to the advertisement, was used as a reference. As a result of the examination, it was found that the language and discourse used in the campaign were part of a marketing communication process and the project's sole and basic purpose was not to address the pressure on women's beauty perception and social problems, as claimed in the campaign. It was determined that the goal of the campaign was to increase sales, strengthen the brand's image, and increase its reputation. It was found that Dove Self-Esteem Project was trying to build a new beauty perception that was dependent on the products defined and produced by the brand, rather than removing the beauty pressure on women in the long term. In this context, the main finding of the research is that the beauty perception produced through the female body was reproduced as a new version with the commercials produced within the campaign.

“RAUNAS BRUĢAKMENS” LTD MARKETING COMMUNICATIONS RESEARCH

Research of marketing communications of "Raunas Bruģakmens" LTD. Research problem “Raunas Bruģakmens” LTD does not use all types of marketing communication availabilities to the company effectively. Detailed planning of marketing communications can help a company to make marketing activities more targeted and with a higher potential return, which can bring positive results to new customers. Purpose of the research: to study the work, activities and marketing communications offers of "Raunas Bruģakmens" LTD. Marketing communication and its management are being tested. The marketing communication processes of "Raunas Bruģakmens" LTD are described and evaluated. After analysing the existing marketing communications plans, the author compiled several applications and made proposals for the Raunas Bruģakmens marketing communications plan for 2021. The theoretical literature was used, as well as periodicals. "Raunas Bruģakmens" LTD has no published materials and research articles on marketing planning processes.

Managing Creativity in the Age Of Data-Driven Marketing Communication

Whereas the need for integrated marketing communication has been given considerable attention by researchers in recent decades, the integration of creativity into integrated marketing communication has not. Differences between how creativity is valued in advertising versus specialized digital marketing agencies within an integrated marketing communication environment may lead to brand message diffusion. The current study addresses these differences and investigates what defines, drives, and inspires creative collaboration and how it relates to the motivational theory of creativity. Drawing on a social-constructivist methodology, the authors generated empirical data from leaders of industry-acclaimed agencies from four European countries (Norway, Italy, France, and the United Kingdom). On the basis of that data, the authors propose a conceptual model which managers can use as a roadmap for improving the creative integrated marketing communication process, while opening the door to future research possibilities.

Utilizing Instagram Accounts for Business as a Tourism Marketing Communication Strategy in the New Normal Period

This study examines how to use Instagram as a tourism strategy marketing communication in new normal period at the Hawai Waterpark Malang. In this study, used an analytical in the form of a tourism marketing communication strategy theory (elements marketing mix) utilizing the features that exist on Instagram for business. The purpose of this study was to determine whether the use of Instagram accounts can help tourism marketing communication. This research uses descriptive qualitative methods. The datas are collected by documentation, observation and interviews with the managers of Hawai Waterpark Malang. The results of the study show that the use of Instagram accounts as a tourism marketing communication strategy during the New Normal is very helpful for marketing communication activities. The features offered by Instagram business make the marketing communication process more efficient. Instagram carries of information between Hawai Waterpark Malang and consumers who will visit Hawai Waterpark Malang.

The Application of the Innovative Approaches in Communication and the Educational Processes

The influence and impact of innovations in a society is not identical and some innovations penetrate a society more radically: the influence of others may only be incremental. For example, in tourism a radical impact on marketing communication processes has come with the development of ICT technologies. Johanesson et al. (2001), Dosi (1982) associated revolutionary change with radical innovation, and the process of continual change and implementation of novelty considered as incremental innovation. Despite a more radical character, incremental innovations stem from market needs and are strategically easier to proceed with because a process of the implementation can be planned. The article will deal with the concepts of the innovative social technologies and their application in the teaching process. It means the study of successful cases, where the clusters of intelligence based on the diffusion of knowledge and the co-operation and mutual communication and partnership of the educational institutions with the innovative businesses.

Strategi pemilihan media sebagai sarana komunikasi pemasaran pada wisata kota surabaya

Abstract
 The diversity of tourism objects owned by the city of Surabaya makes the city of Surabaya as one of the cities in Indonesia that is worthy to be visited with tourist destinations of various ages ranging from children to adult visitors. The diversity of tourism objects owned include Nature Tourism, Educational Tourism, Religious Tourism, and City Tourism. The existence of tourist attractions in the city of Surabaya must be published to the public with the main goal of attracting visitors to come for tours. To be able to publish it, media facilities are needed to support the marketing communication process. This study focuses on the strategy of selecting media as a marketing communication to introduce Surabaya City tourism objects. This research is qualitative with descriptive design. This study aims that the selection of communication media is carried out in appropriate stages so that the aim is to introduce the tourism object of Suarabaya City to the whole community and be able to attract visitors to travel.

Digital Information Media of the Salman ITB Halal Center in improving Marketing Performance of Halal Lecture Program

The community can make wise use of the existing communication media as well as the growing communication media. The era of connectivity brought many changes to the communication media which is currently known as digital media. Digital media provides many opportunities and advantages for finding and sharing information. The purpose of this research is to look at the digital communication media used in the Halal Lecture program and to see the digital marketing communication process carried out by the Halal Salman ITB center regarding the Halal Lecture program. The research method used is qualitative with a case study approach. As for the results of this research, the digital information media Instagram is used by the Salman Halal Center ITB to inform and market the Halal Lecture program by paying attention to the elements of the message's purpose. Information and persuasion is conveyed through an e-flyer posted on the official Instagram @salmanitb. Not only that, the public also participates in digital marketing through Whatsapp broadcast messages, personal Instagram stories and Whatsapp stories. Ease of access and reach of digital media are benefits that can be obtained by users, therefore digital media can be applied in various fields of activity ranging from education, campaigns, entertainment, to marketing.

ADOPSI INOVASI MEDIA KOMUNIKASI PEMASARAN UMKM BATIK JUMPUTAN DI ERA DIGITALISASI

Marketing communication media develops as technology develops. Adaptation and adoption of digital marketing communication media is a challenge for the kelompok UMKM batik jumputan Tahunan Yogyakarta. Tthe purpose of this study is to find out how the process of adoption of digital marketing communication media in kelompok UMKM batik jumputan Tahunan, Yogyakarta. The method used in this research is descriptive qualitative. The data in this study were obtained through in-depth interviews with parties related to kelompok UMKM batik jumputan Tahunan, Yogyakarta, as well as direct or indirect observations of the digital marketing communication process carried out. The results of this study, it is known that the adoption of digital marketing communication media by kelompok UMKM batik jumputan Tahunan, Yogyakarta are still very low.Keywords: UMKM, adoption of innovation, marketing communication

Mengkomunikasikan Penjualan Emas PT. Pegadaian Syariah di Jakarta Barat

PT. Pegadaian Syariah in increasing gold sales by communicating gold products to consumers, so that consumers after knowing the advantages of buying gold become a profitable purchase option. The problems in this research; how PT. Pegadaian Syariah communicates products, advantages and services in selling gold to consumers and potential consumers. The company's marketing communication process to consumers with the aim of increasing understanding, attracting buying interest and increasing sales of gold products can be achieved. Qualitative research methods - a case study used to research with descriptive design and data collection techniques with participatory observation, in-depth interviews, and documentation study. Companies in increasing sales to consumers by communicating variations of precious metal gold products, prices, procedures for calculating precious metal gold investment through brochures, price tables, promotions through advertising, personal selling, face-to-face communication / direct selling, to consumers who make purchases, seminars and Pegadaian Digital Service (PDS) in the form of web and mobile-based applications. Consumer backgrounds determine how to make purchases and the reasons for consumer purchases vary, so that marketing communication methods are always adapted to the unique needs of consumers.

Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning: Evidence from Experiments in Physical Shops and Virtual Reality Shopping Environments

How can we tailor assistance systems, such as recommender systems or decision support systems, to consumers’ individual shopping motives? How can companies unobtrusively identify shopping motives without explicit user input? We demonstrate that eye movement data allow building reliable prediction models for identifying goal-directed and exploratory shopping motives. Our approach is validated in a real supermarket and in an immersive virtual reality supermarket. Several managerial implications of using gaze-based classification of information search behavior are discussed: First, the advent of virtual shopping environments makes using our approach straightforward as eye movement data are readily available in next-generation virtual reality devices. Virtual environments can be adapted to individual needs once shopping motives are identified and can be used to generate more emotionally engaging customer experiences. Second, identifying exploratory behavior offers opportunities for marketers to adapt marketing communication and interaction processes. Personalizing the shopping experience and profiling customers’ needs based on eye movement data promises to further increase conversion rates and customer satisfaction. Third, eye movement-based recommender systems do not need to interrupt consumers and thus do not take away attention from the purchase process. Finally, our paper outlines the technological basis of our approach and discusses the practical relevance of individual predictors.

Reflecting on \u201cMarketing communications in health and medicine: perspectives from Willis-Knighton Health System\u201d: understanding the big picture

BackgroundWillis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications.DiscussionAs an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives.ConclusionsHealth and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.

Berita Satu News Channel’s Policy and Marketing Communication Process in Gaining Customer

This research is related to Berita Satu News Channel’s marketing communication activity based by the application of a redactional policy of a press company in the form of a television station in the paid network of cable television and satellite. Berita Satu News Channel’s marketing communication activity utilizes the majority of Lippo Group network’s force, which acted as the core company. These research theories are the organizational control theory and the promotional mix theory. Post-positivism is the paradigm that’s used with its qualitative approach and a descriptive method to depict a real marketing communication process execution of Berita Satu News Channel. Keywords: Policy, Redactional, Communication, Marketing, Television, News, Journalism, News. eISSN: 2398-4287 © 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.DOI: https://doi.org/10.21834/ebpj.v5iSI1.2292

Comportamento do Consumidor de Produtos de Acabamentos

No cenário dinâmico e competitivo, no qual as empresas disputam a preferência do cliente, analisar o comportamento do consumidor e as dinâmicas do processo de decisão de compra tornou-se uma necessidade para sobrevivência dos negócios. O setor de construção civil, especialmente, tem sofrido os efeitos diretos da crise econômica do país nos últimos anos, o que impacta diretamente no mercado de produtos de reforma e acabamentos. Esse cenário torna ainda mais desafiador a compreensão do comportamento desse consumidor, que se apresenta mais exigente e cauteloso para tomar a sua decisão de compra. O objetivo deste estudo foi analisar o comportamento do consumidor de produtos de acabamentos. O aporte teórico do estudo englobou comportamento do consumidor, especificamente o processo de decisão de compra e a satisfação. A pesquisa de campo foi de natureza quantitativa e abrangeu uma amostra de 50 consumidores de produtos de acabamentos abordados no ato da compra diretamente no ambiente de loja. Os resultados indicaram que os consumidores costumam buscar informações no mercado antes de realizar a compra de acabamentos e avaliam de forma criteriosa as ofertas disponíveis. A decisão de compra é tomada, principalmente, com base nos atributos de qualidade, preço, variedade de marcas, condições de pagamentos e atendimento. De um modo geral, os consumidores se revelaram satisfeitos com as suas compras e com o fornecedor escolhido, especialmente no que se refere à estrutura física da loja, à variedade de produtos e marcas encontrados e ao atendimento recebido no ato da compra. Os itens que apresentaram índices mais baixos de satisfação foram relacionados à comunicação – como divulgação de produtos e ofertas – e à disponibilidade de produtos – como prazo de entrega e quantidade de itens para pronta entrega. Para esses atributos, foram oferecidas propostas de melhorias para as empresas do ramo, como a contratação de profissional especializado na área de marketing para proceder com a atividade de divulgação e a realização de um estudo na área de gestão de estoques, com ênfase na utilização da curva ABC. Essas sugestões têm por objetivo organizar os processos de logística das empresas, o que interfere diretamente no cumprimento de prazos junto aos clientes, bem como modernizar o processo de comunicação de marketing, apoiado em ferramentas digitais como as redes sociais para divulgar ofertas de produtos e informações sobre a empresa. Por fim, foram apresentadas limitações e sugestões para novos estudos na área.

Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance

ABSTRACT Integrated marketing communication (IMC) process is considered a way to develop a long-term relationship with the organization’s stakeholders and increase its results, besides that, there is still not a clear understanding of factors that have a positive influence on it. As a strategic process that involves the whole organization we believe that strategic orientations can either act as drivers or impediments of this process, specifically, we test the influence of Innovation Orientation (OI) in that process and find out that it be a driver of such process, we also confirm the positive influence of the IMC process in the marketing performance. To do so, we conducted a survey with 250 SMEs of the hospitality sector. Our study contributes both to the IMC and OI literature once that it provides evidence that IMC can be an important tool to help managers to increase marketing performance and that OI can influence process beyond those directly related to innovations, by doing so we broaden the scope of IO and increase the importance of IMC showing that managers can influence their company’s culture towards innovativeness to improve their communication process and in this way achieve greater marketing results.

Marketing communication on agriculture products based online media (a case of Panenmart company)

The purpose of this study is to describe and explain the existence of a Panenmart company in the marketing communication process. The analytical method used is a qualitative descriptive analysis Miles and Huberman with a case study approach for the selection of research sites and identification of informants through in-depth interviews with key informants including Chief Technology Officer, Chief Business Development Officer, Chief Operation Officer, Chief Technology Officer, and Head of Content Digital Marketing and 3 (three) employees involved in the marketing communication process. The results of this study enable the Panenmart company to maintain its existence by using five elements of marketing communication, namely: media advertising, direct marketing, sales promotion, personal selling, interactive marketing.

A multidimensional perspective on lifestyle analysis in Turkey

Lifestyle segmentation has been prominently used in marketing and communication to define consumption patterns and marketing communication processes. This article underlines the significance of a multidimensional approach to lifestyle analysis. Bourdieu’s statistical technique of ‘multiple correspondence analysis’ permits to find unexpected dimensions and offer visual representation of the relationships between categories. This technique has been used to re-analyse Konda’s 2008 Lifestyle Research data, which was one of the most influential and widely circulated lifestyle segmentation research papers of its time, that introduced the categories of ‘anxious-moderns’ and ‘conservative-moderns’. The patterns identified through multidimensional analysis have been used in discourse analysis that permit to interpret the complex and heterogeneous nature of social dynamics.