Communication Mix Research Articles

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

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

Brand Awareness : PT Nutrifood Indonesia

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

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

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

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

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

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

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

Brand Awareness : Pt Nutrifood Indonesia

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

Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study

Purpose This paper aims to describe a case study of a formative study for the development of a social marketing campaign for increased biowaste sorting. In following the social marketing principles, it provides insights for practitioners willing to implement behaviour change interventions. Design/methodology/approach The case study describes the scoping review, expert interviews, online survey and focus groups, which were integrated to comprehend the specificities of biowaste sorting in the South Suburbs of Athens. This mixed-method research design enabled a comprehensive understanding of biowaste sorting practices that would not have been attainable through a single method. Findings This study found that the “descriptive norm” and “perceived controllability” significantly influenced biowaste sorting. Differential challenges of at-home and out-of-home sorting were also identified. The demand for more information was also highlighted. The tailored intervention comprises of a mix of behavioural modelling, persuasive communication, education and enablement. Originality/value By concretely showcasing how the integration of multiple research methods through the application of social marketing principles can guide the design of a tailored behaviour change intervention, this paper offers an outline for informed decision-making and strategic planning in the realm of (environmental) behaviour change.

Changes in Preferences and Attitudes Towards University Selection in the Post-Covid Era

General societal developments show that the COVID-19 pandemic has brought about lasting changes in attitudes towards education and lifestyle, among others. The presented study aims to verify, using a quantitative questionnaire survey method on a sample of 500 respondents each, whether there have been changes in the preferences of potential students at a selected university in the Czech Republic between pre-Covid (2017) and post-Covid (2022) years. Current studies show that the post-COVID decision-making process is, among other things, generally more affected by the relationships with family and friends. Also, the paper's goal is to verify whether this fact also applies to the area of preferences of university applicants and whether it is differentiated by gender. Based on the statistical testing and interpretation of the data, recommendations will be formulated for the marketing management of universities concerning how to adapt to changes in the preferences of applicants and how to effectively adjust the communication mix and message to the given target group, thereby increasing its interest in studying at the university. The proposed measures will thus contribute to increasing the competitiveness of universities, as they identify opportunities to target potential students more effectively.

Makeup Artist Communication Mix Model in Jakarta

Makeup Artist as a business-to-consumer (B2C) that focuses on providing direct services to individual clients. Since the Covid-19 pandemic, digital marketing has been increasingly relied upon to reach users. Content optimization through social media is an effective strategy in reaching users. Through phenomenology involving a number of prominent Makeup Artists in Jakarta, this research explores the use of Communication Mix tools used by Makeup Artists in marketing their services. A qualitative research method with color coding was used for the case studies in this research. The Communication Mix is the main object of this research, while the leading Makeup Artists in Jakarta will be the subject of the research. Data will be collected through in-depth interviews and content from social media used by makeup artists. From the results of data analysis using color coding on interview transcripts, from 6 (six) Communication Mixes: 1) Advertising, 2) Public Relations, 3) Sales service/agents/remote marketing, 4) Events, activities, and meetings, 5) Word of Mouth, 6) Sales Promotion, only 4 (four) are maximally used by Makeup Artists. No one Communication Mix tool can stand alone. Instead, a strategic combination of all four Communication Mix tools, namely: 1) Advertising, 2) Sales Promotion, 3) Public Relations, and 4) Word of Mouth, can create a very strong synergistic effect in expanding the reach and increasing the success of the Makeup Artist's business and can be maximally used by the Makeup Artist for services and acquiring potential clients.

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

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

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

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

Implementasi Social Media Marketing Indihome Tangerang Dalam Membangun Brand Awareness

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

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

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

Book Review: Rethinking Warfare in the 21st Century: The Influence and Effects of the Politics, Information and Communication Mix

Book Review: Rethinking Warfare in the 21st Century: The Influence and Effects of the Politics, Information and Communication Mix

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

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

Revising the basic principles of integrated marketing communications during a health-related crisis: the case of Croatian tourism and hospitality industry

PurposeAligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation.Design/methodology/approachIn-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic.FindingsMost firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty.Research limitations/implicationsThis research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only.Practical implicationsThis paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment.Originality/valueThe contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry.

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

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

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

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

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

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

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

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