Marketing Strategies For Promotion Research Articles

Brand Awareness Communication Strategy in Setujuan Coffee Marketing on Instagram Social Media

This research aims to find out the marketing communications of Kopi Setujuant in increasing brand awareness and to find out about the marketing promotions of Kopi Secepat on Instagram social media. The method used in this research is a descriptive qualitative approach with a constructivist paradigm. The theory used in this research is the Integrated Marketing Communication theory, this theory is used to see how the marketing promotion strategy is carried out at Kopi Secepat through Instagram social media to attract brand awareness. The data collection techniques used were direct observation, in-depth interviews, documentation and literature study. The results of this research show that coffee marketing communications can increase brand awareness through a design process such as determining the target audience, conducting in-depth research regarding the strategy you want to use, making comparisons with competitors who have the same market, and determining the goals of implementing the strategy with content output.

Improvement of Performance Lemon Farmer Group in Marga Dajan Puri Village Marga District Tabanan Regency

Marga Dajan Puri Village is located in the Marga District of Tabanan Regency. The livelihoods of the village residents are quite diverse, with the majority engaged in agriculture and plantations. Based on the initiative of several villagers, they formed a group to cultivate Organic Seedless Israeli Lemon, consisting of 13 farmers led by Mr. I Made Suastika. The products they produce include lemon fruit, grafted seedlings, and organic fertilizer. There are several issues related to the management of this business, namely the lack of financial record-keeping, the absence of a promotional system to market their products, and production equipment that is already in disrepair. The activities conducted to assist this lemon farmer group include providing training and support for simple financial record-keeping, creating an online marketing promotion strategy, and procuring some new equipment. The goal of this service activity is to enhance the partners' understanding of business financial record-keeping and marketing, as well as to improve their production capacity. The expected outcomes of this activity include the implementation of simple bookkeeping, increased business turnover, production volume, and market share. The targets to be achieved are: enhanced competitiveness, increased turnover and added value for UMKM, application of science and technology in UMKM, publication in national/international journals, online media publication, and uploading videos on YouTube channels

Social media vlogs and e-wom on man-made tourism destination: Insights from Indonesia

The use of social media Vlogs and WOM has not been thoroughly researched to stimu-late the intention to visit tourist destinations, especially man-made destinations. Howev-er, social media is currently an effective promotion and branding tool. The purpose of this study is to test whether e-WOM and social media vlogs have an impact on interest in visiting tourist destinations, whether social media vlogs have an impact on e-WOM, and whether e-WOM can be a moderating variable. The object of research is tourists who have visited man-made destinations in Indonesia, with a total of 414 respondents. Data collection is done through an online survey using Google Forms. Structural Equation Modeling (SEM) was used to analyze all hypotheses using SmartPLS 4.0 statistical software. The findings showed that social media vlogs and eWOM effectively drive in-tention to visit artificial tourism destinations, with eWOM positively moderating the relationship between social media vlogs and intention to visit. These results make a sig-nificant contribution to tourism theory and practice in formulating the most appropriate marketing promotion strategy for man-made tourism destinations today.

Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations

More and more companies are using virtual endorsers (VEs) for digital marketing and promotion. However, it is unclear whether there is a country-of-origin (COO) effect for VEs. Based on theories related to congruent explanations and four experiments (n = 550 in total), this study found that, first, consumers' willingness to pay for products endorsed by VEs from a different COO does not differ significantly when the COO of the product is not considered. Second, when the COO of both the VE and the product is considered, people's willingness to pay increases significantly when the two COOs are consistent; when they are inconsistent, the effect of domestic VE endorsing foreign products is greater than that of foreign VE endorsing domestic products. Third, the effect of VE–product COO consistency on consumers' willingness to pay is significantly weaker when a less human-like VE is adopted. Finally, the effect of VE–product COO consistency on consumer willingness to pay is mediated first through the parallel mediation of perceived VE image and product value, and then through the sequential mediation of product attitude. This study has important theoretical and practical implications for companies as they design VEs, grasp target markets and develop individualised marketing promotion strategies.

A Case Study on the Application of New Media Technology and Market Expansion of Rural Enterprises in Central China

New media has become a critical marketing method in modern times and plays a vital role in rural China's market expansion and development. Currently, the sales of agricultural products by Chinese rural enterprises have become an indispensable part of agricultural product marketing. In the face of fierce market competition, these companies must focus on building agricultural product brands to enhance market competitiveness continuously. However, under the influence of traditional economic concepts and production models, enterprises in some rural areas of China still need to understand brand building, which limits the effective use of new media and results in certain constraints on marketing agricultural products. Therefore, this article aims to conduct an in-depth study of how rural enterprises use new media technology to highlight their products' unique features and advantages by formulating effective marketing promotion strategies.In the face of fierce market competition, rural enterprises need to use creative marketing methods to increase the visibility and recognition of their products. To this end, researchers have proposed marketing promotion strategies through new media technology. In the process of brand building, this article emphasizes the combination of product characteristics and local culture to ensure that the brand image is more in line with the tastes and needs of local consumers. Through innovative designs of brand logos, slogans, etc., rural enterprises are expected to stand out in the market and enhance their competitiveness in new media marketing. Ultimately, this article aims to provide compelling new media marketing strategies for rural enterprises to promote the upgrade of their brand image and improve the market competitiveness of agricultural product sales.

Upaya Meningkatkan Pengurangan Limbah Minyak Goreng Menjadi Produk UMKM Lilin Aromaterapi Sebagai Ide Kreatif Kampung Mojo RW.10 RT.02 Kota Surabaya

Recycling is the processing of waste or remaining waste products into new products that can be used appropriately again with one of the goals being to preserve the environment. This community service is carried out by selecting household waste objects in the form of utilizing cooking oil waste into a useful material that will reduce the negative impact of used cooking waste. The public's lack of understanding and knowledge about how to process these remaining materials, turns used objects into less useful items so that many are thrown away and not used and can also reduce plastic waste. The use of smartphones presents a great opportunity to promote products through social media. In this research, a digital marketing promotion strategy was implemented through social applications. This service activity will discuss one of the business opportunities that can be done on a home scale with opportunities that are quite promising at the moment, namely the use of used cooking oil as raw material for aromatherapy candles. By implementing the right marketing strategy, it can help reach a wider consumer market so that new potential consumers come in who are willing to visit the stand and buy the product. By designing attractive digital promotions, the brand appearance of the product will also be more easily recognized by the public. Strategies that can be carried out by MSMEs Keywords: used cooking oil, SMEs, aromatherapy candles,

Strategi Meningkatkan Brand Image dan Daya Saing Dalam Pemasaran Jasa Di Perguruan Tinggi

Islamic Higher Education Institutions to be able to compete among other educational institutions, both public and private, must transform by looking for formulations and innovations according to the superior character of each institution. With marketing strategies, universities can build public perceptions and assumptions to improve the reputation and positive brand image of universities. This research aims to reveal strategies to improve brand image and competitiveness in marketing at Darussalam Gontor University College. This research uses a qualitative approach. Data collection was carried out using interview, observation and documentation techniques. The research results show that: (1) UNIDA Gontor marketing segmentation strategy includes identifying and measuring market segments; (2) UNIDA Gontor marketing targeting strategy to increase its brand image so that it is competitive includes: concentrated targeting, multisegment targeting referrals with superior higher education boarding school systems, international achievements and reputation as well as building alumni and (3) Higher education marketing promotion strategies to improve brand image and UNIDA Gontor competitiveness uses conventional media including: brochures, articles, magazines and non-conventional media, namely direct marketing such as websites, social media applications such as Facebook, Instagram, Twitter and YouTube.

Marketing Promotion Strategies of Natural Health Products and Health Outcomes of Public Transport Passengers in Cameroon

Marketing Promotion Strategies of Natural Health Products and Health Outcomes of Public Transport Passengers in Cameroon

Marketing Promotion Strategy for the Dental and Mouth Special Hospital, Faculty of Dentistry, University of Indonesia in the Adaptation to the New Normal Habits

Dentists are a profession that has a high risk of contracting Covid-19 in providing dental health services. Concerns about contracting Covid-19 from dentistry are not only felt by dentists, but also by patients. This can be seen from the decline in the number of visits to the Dental and Mouth Special Hospital, Faculty of Dentistry, University of Indonesia (RSKGM FKG UI) since reopening services in June 2020. Therefore, this study aims to analyse the marketing promotion strategy of RSKGM FKG UI during this period, adapting new habits in order to rebuild patient confidence to seek treatment at a dentist without worrying about contracting Covid-19 and still choosing RSKGM FKG UI as their health service provider. This research method is descriptive qualitative with triangulation method techniques. The results of this study state that direct marketing methods to patients, marketing through social media, combination of space, launched a practice management book during the Covid-19 pandemic, and application of health protocols can increase patient visits again during the adaptation period of the new Covid-19 pandemic habits.
 
 Keywords: Direct Marketing, Health Protocols, New Habits, Promotion Strategies

Dollar or percentage? The effect of reward presentation on referral likelihood

PurposeAddressing the significant differences between referral programs and traditional promotional marketing, this paper aims to investigate and examine the impact of how reward-related information is presented within referral programs and how it interacts with reward size and reward allocation.Design/methodology/approachThis study adopts framing effect and equity theory to build the relationship between reward presentation, reward size and reward allocation. Then, two scenario-based experimental studies are designed and conducted on Amazon Mechanical Turk.FindingsThe results show that there is no direct impact of reward presentation on referral likelihood, while the effect relies on reward size. As the levels of reward size increase, the referral likelihood gradually shifts from percentage form to dollar form as perceived size mediates the interaction effect on referral likelihood. Further, adding information about reward allocation also indicate the different impacts of equity and inequity on influencing the above findings.Originality/valueThe study contributes to the literature by introducing reward presentation and emphasizes its impact on individual’s behavior decisions in the context of referral programs. This study extends and broadens the scope and effectiveness of the framing effect on traditional promotional marketing strategies, while also bridging the gap in the literature by examining the combined role of information about rewards.

Preparation of ovarian fluid (caviar sol) of sturgeons for the use as physiological and functional ingredients in new generation food products

The development of the modern market for food functional ingredients involves the search for new raw materials, increasing efficiency and developing innovative technological processes for their production and introduction into fortified products, and the development of marketing promotion strategies. Considering this, we have conducted the research to assess physical, chemical and technological properties of secondary resources for the production of black caviar of sturgeon fish grown in the conditions of sturgeon farms in the Krasnodar Territory. It has been shown that ovarian fluid (caviar sol) has a high biological value, which is confirmed by the presence of all essential amino acids in caviar proteins. Caviar sol also contains a complex of basic macro- and micronutrients. The results obtained confirm that this product is a physiologically functional ingredient for the production of new generation food products. A technology has been developed for disinfecting caviar sol to increase its shelf life and of the products obtained from it. The processing of ovarian fluid (caviar sol) in the anode zone during electrolysis of an aqueous solution of table salt was carried out followed by its placement in the structure of a multiple emulsion sauce. Analysis of microbiological indicators has indicated that the processing of caviar sol and the production of sauce in the form of a multiple emulsion makes it possible to ensure microbiological indicators of the finished product that meet the requirements of TR CU 021/2011.

Strategi Promosi Pemasaran Ikan Koi Di CV. Agra Koi Farm Blitar

The main problem in this research is how to implement the marketing promotion strategy for koi fish by CV. Agra Koi Farm Blitar uses SWOT Analysis, aiming to find out and describe the right promotional strategy using SWOT Analysis. This can be seen from the lack of activity or promotional activities carried out by CV. Agra Koi Farm Blitar and many competitors in the same business field. The type of research used is qualitative research. The data collection techniques used were observation, documentation, interviews and literature study. The instruments in this research are the researcher himself, interview guidelines, documentation and field notes. The analysis technique used is SWOT Analysis using the SWOT Matrix. Based on the results of the IFAS and EFAS matrix analysis, it is proven that the strength value is greater than the weakness value, namely with a difference of (+) 0.56. Meanwhile, the opportunities value is greater than the threats value, namely with a difference of (+) 0.77. The SWOT diagram shows that the shaded area is in quadrant I. The strategy that must be implemented in this condition is to support aggressive growth policies (Grow Oriented Strategy). Under these conditions, the most appropriate strategy was implemented by CV. Agra Koi Farm Blitar uses the SO strategy, namely a strategy that utilizes strengths to manage existing opportunities.

Perancangan Promosi Video Marketing pada PT. Midi Utama Indonesia Branch Medan

In an era that continues to develop in the digital world, marketing has become an important component in achieving global business success. With technological developments and changes in consumer behavior, marketing strategies continue to experience innovation. One of the biggest innovations in recent years is the use of promotions through video marketing. Promotion through video marketing has become an integral part of companies' efforts to increase their brand awareness, interact with a wider audience, and achieve success in an increasingly competitive business environment. In the midst of increasingly fierce competition, PT. Midi Utama Indonesia Medan Branch, a company operating in the field of (company business specifications), made major changes in its marketing strategy by utilizing promotions through video marketing. This research uses a qualitative method with a descriptive approach. So in this research the researcher will conduct an in-depth review of the planning and implementation of video marketing promotion strategies that have been implemented by PT. Midi Utama Indonesia Medan Branch. Researchers will also explore the main steps in the planning, production and promotion process of marketing videos.

Analyzing the Impact of Different Marketing Approaches on Consumers' Online Shopping Preference

With the development of the Internet, online shopping has become increasingly important and widespread in people's daily lives. The marketing methods used by merchants in online shopping have gradually attracted the attention of scholars and research. However, consumers know little about the marketing strategies and merchants are not sure which of these marketing strategies they prefer. This paper is based on the background of the times, firstly, the research and summary of the relevant literature to understand the types and outlines of marketing strategies, based on this research method of interview collection, the collection of interview texts and analysis of the texts, the study of the impact of different marketing strategies on consumer preferences, with the intention of research to test the hypothesis proposed in the text. After analyzing the interview texts, the following conclusions were drawn: 1. Product marketing strategy positively impacts consumer choice preferences; 2. Price marketing strategy has a positive impact on consumer choice preferences; 3. Channel marketing strategy has a positive impact on consumer choice preferences; 4. Promotional marketing strategy has a positive impact on consumer choice preferences; 5. Consumers tend to prefer promotional marketing strategies. Based on this, this paper gives suggestions that merchants should choose promotional marketing strategies first and mix other marketing strategies to achieve better results in online marketing.

Implementasi Strategi Pemasaran Produk Lampu Led Pada Pt. Inti Trada Elektro Semarang

This study aims to analyze the marketing strategy implemented. The marketing strategy is a series of plans as a joint tool to achieve the long-term goals set by the company. The marketing strategy provides direction for each company to control all aspects in order to achieve the company's goals in meeting consumer demands and needs. This research is a qualitative descriptive research. By taking respondents from several sources who are considered appropriate to become resource persons for research. The research results are that the location research has implemented a marketing promotion strategy to increase sales turnover. Sales promotions that are utilized include Personal selling, Sales Promotion and Direct Marketing. The problems faced by the company resulted in fluctuations in sales targets, lack of promotional media aimed at providing information on ongoing promotions and high costs for promotions aimed at increasing consumer brand awareness.

Strategi Promosi Terhadap Peningkatan Volume Penjualan Pada Toko Redjo AC Sukoharjo

The market for the need for electronic goods such as air conditioners is much sought after by the public, which is marked by the large number of dealers or electronics stores that sell air conditioners. This has the impact of causing competition between business actors to attract consumers to buy. In this study the method used by researchers used data collection methods through observation, interviews, and documentation directly in the field, with qualitative descriptive analysis techniques and SWOT analysis using SWOT matrix analysis tools. The purpose of this research is to find out the promotion strategy that is run by Redjo AC store and the right promotion strategy to use it. The right promotion strategy to be carried out by the Redjo AC Sukoharjo store is a direct marketing promotion strategy because it will make consumers feel served by their air conditioning needs, what consumers want will be what they want and will make consumers loyal and will recommend to others

Social Media Marketing Influencer: Literature Review on Promotional Strategies Using the Influence of Social Media Celebrities

Social media marketing influencer is one of the digital marketing promotion strategies that is known to be very effective in approaching consumers. This research is a literature review study that aims to discuss more deeply about social media marketing by using celebrity influencers as their online marketing communication in approaching potential consumers. Researchers take international articles from the data base of publishers Elsevier, Scopus and emerald that are in accordance with the study studied. From the articles that researchers have obtained, reviews are carried out to take important points about influencer social media marketing information. The result of this study is that promotional strategies that use celebrity influencer social media marketing are known to be more influential than other celebrities, because consumers feel more intense and feel close to the daily activities of celebrity influencers on social media. This research contributes as one of the literatures that discusses the study of digital marketing in social media and is expected to be a reference for readers and other researchers who want to examine the study of the same phenomenon regarding digital marketing promotion strategies using social media influencers.

Influences of mental accounting on consumption decisions: asymmetric effect of a scarcity mindset.

A scarcity mindset is considered to impact consumer behaviors. Our research aimed to examine the moderating effect of the scarcity mindset on the relationship between mental accounting and hedonic (vs. utilitarian) consumption. We conducted an online experimental design (mental accounting: windfall gains vs. hard-earning gains; consumption: hedonic products vs. utilitarian products) and verified our hypotheses in two distinct samples: a student sample and an adult sample. Our results showed that consumers who received windfall gains tended to use it for hedonic consumption rather than utilitarian consumption. Intriguingly, such an effect was insignificant under a high level of a scarcity mindset but significant under a low level of the scarcity mindset. Moreover, consumers who received hard-earning gains tended to spend the money on utilitarian (vs. hedonic) consumption. However, we did not detect the impact of the scarcity mindset on such effects. Our research suggested an asymmetric effect of the scarcity mindset on hedonic (vs. utilitarian) consumption under two different mental accounts. It highlights the important role of the scarcity mindset in consumer behaviors, which leaves avenues for future research to understand marketing promotion strategies for distinct products.

The Development of a Creative Program for Digitizing the Potential of Tourism Villages through Sport Tourism in Singkarak Lake, Solok Regency

Increasing the number of tourist visits to a destination is an indicator of the success of an effective marketing promotion strategy. The selection of an effective marketing promotion strategy that is in accordance with market trends is an absolute must. One of the effective media in the promotion of destination marketing is to use digital marketing media and sport tourism. Lake Singkarak is one of the villages that makes tourism as one of the sectors driving the economy of its people. Lake Singkarak has considerable potential including cultural tourism, nature tourism and educational tourism. Lake Singkarak has a weakness in terms of marketing promotion, so that the increase in the number of visits is not significant.Community service programs are expected to be the solution. Activities carried out are village tourism workshops, and interesting sport tourism to be able to travel on Lake Singkarak.

Promoting Sustainable Tourist Behavior through Promotional Marketing

This study aims to investigate the current state of Bhaktapur, Nepal, as a tourist destination and how promotional marketing strategies can be used to increase the number of tourists visiting the area. The research uses the AIDA model to analyze Bhaktapur's promotional marketing as a tourist destination. 282 tourists were surveyed through the Kobo Toolbox app to gather information about their demographics and travel profiles. The data was analyzed using SPSS and SEM to find variations in groups and predict the impact of promotional marketing on sustainable tourism demand in Bhaktapur. The findings indicate that utilizing a range of promotional marketing strategies, such as social media, and targeting different demographic groups can be effective in attracting tourists and highlight the significance of tourism as a key source of foreign exchange revenue for Nepal and suggests that promoting Bhaktapur as a tourist destination can contribute to the country's economic growth. This study contributes to the rising interest in determining the Internet's significance as a commercial tool in the tourist industry. Internet is currently the primary method for hotels and other service-based enterprises to communicate with their clients. Thus, this study aims to fill a vacuum in the literature by demonstrating how to leverage the Internet and social media as part of a marketing strategy to build a sustained demand among visitors concerned with social concerns and the environment.