Marketing Communication Programs Research Articles

Workshop Pilah Sampah Sebagai Kampanye Peningkatan Kesadaran Lingkungan Bersama Rapel Solo Raya

The community has the right to get a clean, beautiful, comfortable and healthy environment; get cleaning services; utilizing and processing waste; actively participate in waste management activities; and obtain information from local governments and/or other parties that are directly related to the sustainability of life related to waste. This right has direct implications for the community's obligations regarding the management of household waste and/or similar household waste by being obliged to reduce and/or handle waste in an environmentally sound manner. Unfortunately, the handling of environmentally sound waste has not gone well due to inadequate facilities, enforcement of regulations, and low awareness of the community itself. PT. Wahana Anugerah Energi has developed a waste collection and transportation system using a smartphone application called Rapel. Rapel campaigns for sustainable waste management in households. Currently, Rapel provides garbage pick-up services, especially for recycled waste. However, the problems faced include: wide community reach but with Human Resources (HR) PT. The Wahana Anugerah Energi (Rapel Surakarta) is limited, facilities and infrastructure for the ongoing development of understanding of waste management for the community are not sufficient, the application of Rapel is not yet known by the people of Surakarta. overcome, the lack of public awareness of Surakarta City regarding waste management, lack of cooperation and coordination with agencies related to waste problems so that Rapel technology has not received public knowledge, Surakarta people do not know about data integration related to environmental information. From this problem, we design a social marketing communication program so that Rapel Indonesia's goal of encouraging people to sort household waste can be achieved. To achieve this, we design a waste sorting workshop by presenting credible sources such as Lyfe With Less Representative and Rapel Indonesia Manager. Keywords: Waste Management, Education, Society, Technology, Surakarta

Integrated Digital Marketing Communication Strategy of Primago Islamic Boarding School in Building Netizen Cognitive

Digital transformation develops and disrupts the business sector and the economy. All Primago marketing communication activities are mediated digitally. The basic problem of this research is that Primago Digital's marketing communication activities need a model. This model is expected to deliver that effectiveness and efficiency in each Primago digital marketing communication program. The aims of this research are (1) to find the factors to be considered in designing an integrated digital marketing communication strategy for Primago. (2) To find priority choices in building netizen cognition. It is based on the multiple assessment criteria of experts. This study uses the theory of Computer-Mediated Communication, Information Integration Theory, and then the concept of Integrated Marketing Communications. For methodology, this study uses a post-positivism paradigm. The results of the interviews and dissemination of disclosures were then analyzed without the in-depth involvement of the researcher. Qualitative and quantitative methods are used simultaneously in this study. Based on the analysis of this study resulted in conclusions. (1) factors must be considered in designing Primago's digital marketing communication strategy. Among others are Accessible, Affordable, Connectivity, Costumize, and Real-Time Measurement. (2) The priority for choosing the right digital integrated marketing communication strategy for Primago in building netizen cognition sequentially is managing the website. Then simultaneously managing Facebook and Instagram, the third is YouTube and TikTok.

Improving Brand Image of Product Through Integrated Marketing Communications

This study aims to test and analyze the effect of Integrated Marketing Communication (advertising, sales promotion, public relations, personal selling, direct & online marketing) on Brand Image of Television Electronic Products. The population in this study were customers or users of Panasonic brand televisions totaling 2,576 customers. To determine the number of samples used the Slovin formula and obtained 100 people spread across the Jayapura city area. The data in this study used primary data collected by distributing questionnaires to all respondents. The data in this study will be tested with several stages of testing, namely descriptive statistical tests, validity and reliability tests and testing all hypotheses through the coefficient of determination test, partial test (t test) and simultaneous test (f test). The results of this study indicate that the variables of advertising, promotion, public relations, personal selling and direct & online marketing have a positive and significant effect on the brand image of electronic television products at PT Panasonic Gobel. And based on the test results on all variables in the integrated marketing communication program, the promotion variable has the most dominant value that affects the brand image of electronic television products at PT Panasonic Gobel.

PUBLIC RELATIONS STRATEGY IN ISSUE MANAGEMENT CUSTOMER SERVICE AT iBOX INDONESIA OUTLETS

Issue emerged at iBox Indonesia in 2020 after a video from content creator @julio.ioio on TikTok became viral. The issue regarding bad service that Julio experienced since he was putting on flip-flops while visiting the retailer. This incident feared to affect the reputation of PT Erajaya Swasembada, Tbk. as the holding company of iBox. This research aims to identify the public relations strategy of PT Erajaya Swasembada, Tbk in issue management of bad consumer service by iBox Indonesia employees. This research uses the qualitative descriptive with case study method. Data were obtained from the structured interviews with two participants and two informants. The results showed that PT Erajaya Swasembada, Tbk implemented management issue strategy started with media monitoring, Forum Group Discussion (FGD), pooling of opinion. The company analyzes the right public relations strategy and responds to issues through adaptive change strategy. The issue of handling the programs is divided into service and marketing communication program, however the evaluation could not be done systematically because Corporate Communication did not involve and did not involve much external parties either. PT Erajaya Swasembada, Tbk demonstrated a management issue program focused on the service quality provided for consumers. The company is able to maintain public trust and shows that they are serious in dealing with the issues for convenience and customers satisfaction to keep high reputation.

Improving Brand Image of Television Electronic Products Through Integrated Marketing Communications

This study aims to examine and analyze the effect of integrated marketing communications (advertising, sales promotion, public relations, personal selling, direct & online marketing) on ​​the brand image of electronic television products. The population in this study were 2,576 customers or users of the 2018 Panasonic brand television. To determine the number of samples, the Slovin formula was used and 100 people were obtained spread across the city of Makassar. The data in this study used primary data collected by distributing questionnaires to all respondents. The data in this study will be tested with several stages of testing, namely descriptive statistical tests, validity and reliability tests and testing of all hypotheses through the coefficient of determination test, partial test (t test) and simultaneous test (f test). The results of this study indicate that the variables of advertising, promotion, public relations, personal selling and direct & online marketing have a positive and significant effect on the brand image of television electronic products at PT. Panasonic Goblet. And based on the test results on all variables in the integrated marketing communication program, the promotion variable has the most dominant value influencing the brand image of television electronic products at PT. Panasonic Goblet.

Research on Branding of SMEs Based on Integrated Marketing Communications Theory

At present, the brand building in China's integrated marketing communication has not been given much attention by many enterprises, and relatively speaking, some enterprises have not conducted certain research on brand building. In fact, the brand building for the overall business success of the enterprise has a great significance to promote. For integrated marketing communication programs, there are a variety of flexible solutions to enhance the brand image of a company or product, which in turn enhances consumer recognition of a brand and promotes the further construction of small and medium-sized enterprises. This paper analyzes the problems in branding of SMEs in China, then puts forward some exploratory suggestions for the problems, and finally concludes the paper.

PERANCANGAN PERBAIKAN PROGRAM KOMUNIKASI PEMASARAN RIHIJAB MENGGUNAKAN METODE BENCHMARKING DAN TOOL ANALYTICAL HIERARCHY PROCESS

Rihijab is one of the Micro, Small and Medium Enterprises (MSMEs) located in Central Java and is engaged in the fashion sector. Rihijab focuses its business on producing and selling hijabs for women with an age range of 16 to 40 years. Rihijab has a problem regarding unstable sales, this is supported by the acquisition of sales data from November 2020 to December 2021 which fluctuates and tends to not meet the sales targets determined every month. Rihijab has implemented seven of the eight marketing communication mixes which have not been implemented optimally. This resulted in problems regarding the lack of public awareness of Rihijab which can be proven by the low number of Instagram followers when compared to its competitors. This final project research aims to design a marketing communication improvement using the benchmarking method and the analytical hierarchy process (AHP) tool. Benchmarking method will be used to determine the best marketing communication that has been implemented by competitors so that it can be used as a reference in improving Rihijab's marketing communication program. The analytical hierarchy process (AHP) tool will be used to find out which competitors are selected as Rihijab's benchmark partners. Based on the results of data processing obtained 14 attributes that are used as a reference in designing an integrated system for improving marketing communication programs at Rihijab.
 
 Keywords: Marketing Communication Program, Benchmarking Method, Tool analytical hierarchy process

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.

Implementasi Strategi Komunikasi Pemasaran Produk Cawang AC Pro PT Gobel Dharma Nusantara di Masa Pandemi Korona

The research focused on the implementation of marketing communication strategy on Cawang Pro Air Conditioning Product at PT Gobel Dharma Nusantara during the corona virus pandemic . Since the corona virus (covid-19) pandemic has spread to almost all corners of the world, has hit the business of goods and services. Many companies must quickly adapt to this condition and also very tight business competition in Air Conditioning products. PT Gobel Dharma Nusantara must adjust to these conditions to anticipate the product disappearing from the market, which is caused by the health crisis. The theoretical framework used in this study is the concept of marketing communication, model concept, marketing communication strategy, online media utilization and AISAS theory. This research was qualitative research with a case study method. The results showed that the implementation of the marketing communication strategy at PT. Gobel Dharma Nusantara have done 3 strategic steps. The first step is planning communication marketing including determining marketing communications objectives, setting a marketing communications budget, and determining the development of marketing communications programs. The second step is executing on marketing communications by changing the tools and elements of marketing communications digitally. The third step is evaluating. Thus, the entire implementation of marketing communications is carried out continuously so that the company continues to exist in the midst of the corona virus pandemic situation

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.

Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain

Improving the service processes of banks requires updating and optimizing banking supply chain processes as well as understanding the interaction between the constituent elements of each process. This paper applies agent-based modeling to configure selected processes of Tejarat Bank’s service supply chain, a large bank in Iran. Tejarat’s banking process system is presented and the most effective processes of the banking supply chain are identified. The interactions between the processes are examined and the research model is presented. We execute the agent-based modeling in a simulated environment. The simulation results are analyzed using Taguchi’s experimental method. Selected combinations of the elements of the integrated marketing communications program are presented to reduce the liquidity risk of Tejarat Bank.

Signals of Hotel Effort on Enhancing IAQ and Booking Intention: Effect of Customer’s Body Mass Index Associated with Sustainable Marketing in Tourism

Since outdoor air pollutants may penetrate into hotels, indoor air quality (IAQ) has recently developed as an important criterion for tourists’ decision to choose traveling destinations and for business travelers to select accommodation. Thus, some hoteliers have raised concerns about the negative effects of emerging air quality issues on guests’ experience and are willing to invest in improving the IAQ. Unlike the hotel’s currently offered services and products which are observable, the improved IAQ is almost invisible and the mitigation technology of air pollutants is new to hoteliers, consumers and researchers in tourism. Hence, the search and understanding of the relationship of signals communicating hotel’s effort on air quality enhancement and booking intention plus the mediating and moderating factors become the main objective of the research and can fill the knowledge gap plus meet the practical need. The study found that the more reinforced IAQ effort included in the website presentation, the higher the travelers’ booking intention. The travelers’ trust in the hotel partially mediated the relationship between travelers’ perception of reinforced IAQ effort input by hoteliers and their booking intention. Further, the study finds that the enhancement of online booking intention does exist in a segment of travelers who are high health-conscious. Additionally, the influence of health-conscious traveler’s perception of hotel IAQ enhancement effort via the portal on the dependent variable—hotel booking intention was statistically significant. The findings enable hotel managers to have a deeper understanding of the relationship between the potential customers’ booking intention on hotel rooms and the online marketing communication signals mediated by their trust in the hotel’s cleaning air effort. The results can serve as a reference for designing more effective marketing communication programs and channels for hotels’ endeavor to improve indoor air quality, especially sustaining the tourism development in the post-epidemic era. Additionally, the study unveils some applied measures in improving hotel air quality not being documented in hospitality and tourism journals.

IMPACT OF COVID-19 ON MARKETING STRATEGY AND EXPENDITURE

This paper seeks to analyse the Coronavirus Pandemic (2019) on Marketing Strategy and Expenditure. The virus is currently a global issue and has affected marketing, expenditure, and various marketing strategies worldwide. This virus has impacted different companies, organizations, firms, international and regional markets through their marketing and expenditure operations. Therefore, the effects of COVID-19 on digital marketing, social media marketing, email marketing, 4Ps of marketing, advertisements, and search engines (SEO) are also discussed and examined. The coronavirus pandemic has affected branding, supply chain, advertising and marketing, and retail and marketing. Additionally, the text explores how businesses shifted their marketing strategies to take various directions while cutting down their marketing expenditure. Moreover, it also examines how industries, like travel and hospitality, have been significantly affected. On the other hand, multiple businesses, such as streaming and other online services, experienced varied effects. Generally, several marketing actions have been influenced by the spread of COVID-19, such as corporate social responsibility (CSR), consumption pattern, advertising, marketing communication program, and supply chain.

Peran Media Sosial Instagram dalam Mendukung Program Komunikasi Pemasaran Samakta Guest House

The development of internet-based communication technology has had a major impact on communication functions, one of which is in the marketing communication function. Social media becomes a very reliable technology feature for business entities such as companies in carrying out marketing communications and achieving marketing objectives, namely sales and profits. Samakta Guest House as one of the lodging accommodation business practitioners began to adopt social media in order to support its marketing communication program. Through this research, the researcher intends to observe the understanding and basic technical skills of the Samakta Guest House’s marcomm officer regarding the concept of social media-based marketing communication. This study will use the qualitative indepth interview and observation method to understand the Samakta Gueset House marketing communication management phenomena, and then using literature study based on the concept of integrated marketing communication, new media in particularly social media Instagram (IG). The findings of this research are expected to contribute to the understanding of Samakta Guest House Management regarding the skills of utilizing social media, specifically Instagram. Thus, from their understanding of the concept of marketing communication, in the future the management will be increasingly capable to manage various social media contents to support the achievement of sales profits for the company.

Communication Strategy in Promoting Cultural Tourism Destinations in Semarang City

The Semarang City Government seeks to raise awareness about Semarang City with a variety of marketing communication programs related to the tourism sector. This paper discusses the various communication strategies used, and the issuance of the decree of the Minister of Tourism Number KM.38 / UM.001 / MP / 2017 concerning the 10 (ten) Branding Logo of Indonesia’s Tourism Destinations. The government has set the branding logo for Bali, Bandung, Banyuwangi, Jakarta, Bunaken-Wakatobi-Raja Ampat, Yogyakarta-Solo-Semarang, Lombok, Makasar, Medan, Riau Islands tourism destinations. At the primary level of communication is an act of government policy (government / regulator) in disseminating and facilitating infrastructure and access to tourism, urban planning, culinary tourism zone policy and public areas. Furthermore, this primary communication the government (in this case the tourism office) has a role as the initiator of city branding and digital marketing. Secondary communication are carried out by stakeholders, in this case business people as enablers, local communities as accelerators, academics as conceivers in the context of city branding. Tertiary communication is related to interactions between layers of society and is strengthened by the media as a catalyst. Tertiary communication uses a forum or media involving stakeholders from the public, private and community dimensions systematically and sustainably, so that it is an implementation that can be realized in promoting culinary tourism destinations in the city of Semarang. The research method uses descriptive qualitative with SWOT analysis. Data collection techniques with interviews. Secondary data were obtained from the official website of the Semarang Regional Government, the official website of the Semarang Regional Tourism Office, the economic growth report from Bank Indonesia, the Semarang Regional Statistics Agency report. The study concludes that local governments metamorphose into balanced local governments that are customer-oriented and accountable to all stakeholders. City branding can be seen as a communication policy, because it is carried out by the government and with regard to public affairs. The communication strategy used by the Semarang City Government more specifically refers to the marketing communication strategy.
 Keywords: communication strategy, promotion, travel destinations, culinary..dance, paser tribe, treatment, mulung, magical

Marketing Communication Tools in Food Industry: A Case Study on Cukurova Region in Turkey

In this study, it is aimed to examine which level marketing communicating tools are used in the food industry in Çukurova Region, Turkey. For this purpose, a survey was applied to 92 enterprises which process milk and dairy products, meat and meat products, fruit juice industry in both Adana and Mersin. Also, face to face interview was conducted to gather data from 400 consumers who were determined via simple random sampling, living in Adana province. It was found out that enterprises used the marketing communication tools (sales promotion, advertisement etc.) to increase sales and reduce inventory, even if they are not mostly aware of the concept of marketing communications. They also indicated that they do not practice marketing communication programs at all. The most used tools by the enterprises are personal sales, direct marketing, sales promotions and advertisement. Also, as a result of correlation analysis showed that there is an effect between the enterprises‘ use of marketing communication tools and brand and market performance. Consumers stated that the sales promotions are the most effective marketing communication tools on their preferences not only buying food products but also changing the brands. Consumers mostly decide what to buy and which brand while they are in the market. In this case, advertisement, promotion and to the content of the product were the most important factors regarding consumers‘ choices. It was found out that consumers‘ gender, age, education and income levels were also effective on their preferences on buying different food products. Consumers attitude was different about marketing communication tools; such as young people mostly affected by media and primary and secondary school graduates mostly influenced by additional gifts provided free of charge with the main product.

ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ КОМУНІКАЦІЙНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА З ВИКОРИСТАННЯМ ЦИФРОВИХ ІНСТРУМЕНТІВ ТА ТЕХНОЛОГІЙ

The authors seek to explore the importance of implementing marketing communications in modern business settings. The article offers insights into specific features of marketing communications and their essential role in company activities, being a critical factor that impacts on company competitiveness, creating its positive image among consumers, disseminating information about company products and services, etc. The research provides interpretations of the classic concepts of "communication", "marketing communication", "digital communication" along with presenting modern digital technologies of marketing communications. Based on the analysis of scientific literature, the major benefits of digital communications have been revealed, in particular: their interactivity, personalization and measurability. Also, a comparative overview of traditional and digital marketing communications is provided. Resting upon the works of N. Illiashenko, O. Savchenko, M. Stelnzer, J. Wubben, D. Khalilov, the authors suggest the basic tools of digital communications as well as providing the main advantages and disadvantages in their application. Particular emphasis is placed on the benefits of modern digital technologies of marketing communications (3D technologies; augmented reality (AR); virtual reality (VR); QR code). To achieve the most effective results from the implementation of digital tools and technology for sales promotion, it is critical to design a clear and specific marketing communication program that will contribute to developing a detailed marketing plan and build a company strategy for the future.

Methodical Approach to Identifying Buying Motives within Various Sales Channels Based on Behavioral Segmentation

The methods for identifying differences in the buying motives in online and offline trade are developed based on a theoretical analysis of approaches to the customer segmentation and their dependence on its purpose. The purpose of the study is to identify differences in the buying motives in online and offline trade and to substantiate the feasibility of conducting behavioral segmentation in order to identify such differences.
 The empirical research results are based on the quantitative marketing research (polls). The buying motives in offline and online sales channels were studied in several stages. The key advantages of offline and online sales channels were identified in terms of customer perception at the first stage. The following advantages were identified in offline and online trade: high quality guaranteed by the seller for buyers with high incomes; accessibility as the speed and convenience of access, price acceptability for buyers with average and below average incomes; and the breadth, depth, and updateability of the product range for all groups. The buying motives in offline and online trade were identified as factors that encouraged buying at the second stage. The polls have shown that key motives for customers to opt for offline sales channels are related to the perception of the aggregate properties of products that exceed the properties of similar products in online sales channels. The main reasons for buying through online sales channels are the following key indicators that determine the quality of the buying service: convenience and speed of purchasing, speed of delivery, and convenient time to receive an order. This study allowed to develop a model for studying the consumer behavior in order to identify the key rational and emotional motives of buying through online and offline sales channels. The information component of this model was based on the marketing research involving the sequential implementation of the following stages: studying the market trends in order to identify changes in the motives of consumer behavior; selecting segmentation criteria and carrying out marketing research; identifying the key benefits of offline and online sales channels in terms of customer perception; identifying and grouping the key motives that guided customers when choosing a channel for buying; identifying the causes of changes in the rational and emotional motives of consumer behavior; and developing and implementing the marketing communications programs that implied an impact on the emotional and rational motives.

The Future of TV Advertising Targeting Young Slovak Consumers

The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.

VOLUNTEER USED WATCHES TO SYNCHRONIZE MOVEMENTS THE INTEGRATED MARKETING COMMUNICATION ON FINANCIAL TECHNOLOGY SOFWAR

The development of technology now being able to change the way work from manual to digital based makes all work easier. Jojonomic is a company of financial technology software as a service company that makes a technology-based company solution platform. The purpose of this final project is to help Jojonomic solve the problems that are being faced, namely not achieving KPI (key performance indicators) that have been determined by the company. This problem can be solved by evaluating and planning the integrated marketing communication program that is right for the company using the 360-degree communication strategy. Using 360-degree communication is able to create programs such as Billboard #PAKEJOJOAJA, Event #PAKEJOJOAJA, Webinar, Event Sponsorship & Speaker Keywords