Communication Mix Research Articles

Factors affecting the communication mix of small businesses in the selected industry

The presented article focuses on the issue of communication mix in small businesses in the brewing industry in Czech Republic, this group is represented by microbreweries. The aim of the research was to analyze marketing mix in this group of companies. They have a very similar parameters and serve a similar market, but there are differences in their communication mixes. Based on a literary research, selected factors were determined, which were investigated as to whether or not they have an influence on the composition of the communication mix. Quantitative research method was used. The data obtained through an electronic questionnaire survey, where the return of questionnaires was 28%. Based on the cluster analysis of the obtained data, it was found that microbreweries can be divided into two groups according to the marketing communication tools used, thus two different communication mixes were identified. Furthermore, factors that influence the composition of the communication mix of microbreweries were identified, namely the year of establishment of the microbrewery and the existence of the microbreweries pub/restaurant.

Impact of Website Quality on Customer Satisfaction and Purchase Intention in the E-Commerce Sector in India

E-commerce is on the rise both in India and abroad as the economy is becoming digital and consumers are using online platforms to search for information and for making purchases of different types of services and products. Retail e-commerce sales were 5.2 trillion Dollars approximately worldwide in 2021. It is forecasted that this figure will grow by 56 percent over the next few years, and reach 8.1 trillion dollars by 2026. (as per Global retail e-commerce sales 2014-2026, Published by Stephanie Chevalier, Sep 21, 2022). Websites are an important component of the rapidly growing E-commerce market. In the overall marketing communication mix, the websites complement the direct selling activities, helps to improve the corporate image and provide basic information about the company to its customers using an online platform. There is a need to study the measures of Website designs which help to improve their quality as well as the customer satisfaction towards the website design of the company, which may also lead to purchase intention of the consumer. Customer reaction to the website has been studied by the author taking into consideration the Amazon India and Flipkart websites as they are comparable names. Study was conducted in Delhi-NCR and data was gathered from 658 respondents out of which 300 were from Delhi 358 were from NCR covering the areas – Gurgaon, Noida, Ghaziabad, Faridabad etc. The construct used to collect the data was a standard construct – WebQualtm, a measure of Website quality. 12 dimensions of WebQualtm were taken into consideration to study the satisfaction of customers towards the Website Quality of Amazon and Flipkart. Another linkage that was studied was whether this customer satisfaction towards Website quality led to purchase Intention among the Customers or not. PLS-SEM was used for analysing the hypothesized relationship among the constructs and was found that Website Quality significantly influenced the Customer Satisfaction which in turn leads to Purchase intention of the customer.

AKTIVITAS KOMUNIKASI PEMASARAN PT ARAH DUNIA TELEVISI PADA PROGRAM RAMADHANKU DI JOGJA

In the current digital era, new media, such as social media, have emerged abundantly. These new media platforms serve similar functions to television, providing information and entertainment, and can be seen as potential substitutes for television due to their accessibility and availability anywhere. To remain relevant in this evolving era, television networks have adapted to the trends by shifting towards digital television that can be accessed through gadgets. ADITV is one of the local Islamic television stations in Yogyakarta that has made this transition to digital television. One of ADITV's programs that reflects its Islamic identity is "Ramadhanku di Jogja." Marketing communication activities need to be conducted to sustain its position amidst the emergence of new media. Therefore, this research aimed to explore the marketing communication activities of PT Arah Dunia Televisi in the program "Ramadhanku di Jogja" using the concepts of marketing communication (Kotler & Keller, 2012) and marketing communication mix (Firmansyah, 2020). The research methodology employed is qualitative descriptive, involving data collection through interviews, observations, documentation, and literature review, utilizing source triangulation and technique triangulation as data validity techniques. The findings of this study indicate that ADITV has implemented marketing communication activities in the program "Ramadhanku di Jogja," including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing, with a stronger focus on conventional marketing approaches such as personal selling and direct marketing.

Strategi Event Melalui Akun Instagram @moxy_bandung Pada Masa New Normal

Hotel Moxy Bandung has faced the consequence of decreased guest occupancy compared to the pre-pandemic year. The purpose of this research is to investigate and analyze the event strategy through the Instagram account @moxy_bandung during the New Normal period. According to Kotler and Keller (2013), the Marketing Communications Mix functions to enhance the effectiveness and efficiency of marketing communication within the framework of seven communication models. The author focuses on one of these elements, which is the event, and utilizes Instagram @moxy_bandung as a medium to communicate the Virtual Run to Give 2021 event conducted by Hotel Moxy Bandung to boost occupancy and room sales. The research findings reveal that the organization of Virtual Run to Give 2021 possesses favorable characteristics of an event, as described by Shone and Parry (2002), including uniqueness, perishability, intangibility, atmosphere, and personal interaction. The utilization of Instagram also garnered a positive response from the community and followers of @moxy_bandung, as evidenced by interactions on the social media account, including comments, direct messages, and tagging links. Impressions from event participants, who are also followers of the Instagram account @moxy_bandung, were positive and indicated their willingness to participate in similar events when circumstances allow.

International sport marketing: practical and future implication

The principles and tools of sport marketing represent the essential knowledge sport managers require in order to position their sport, association, club, team, player, code or event in the highly competitive sport market. This article explains the principles and tools of marketing sport organisations, marketing mix, tourist orientation, segemetation strategy, communication mix and framework for targeted sport event packaging. The purpose of this article is to introduce the core philosophy and process of sport marketing. It will introduce some basic marketing concepts, and will outline the Sport Marketing Framework.

Pengembangan Ekowisata melalui Strategi Bauran Komunikasi Pemasaran (Marketing Communication)

The Thousand Islands is a district area that is part of the city of Jakarta. The Thousand Islands consist of 110 islands, of which 16 are resident islands and resort islands or islands that are intended as tourist destinations (Jakarta.go.id, 2019). The Thousand Islands have a variety of beach and marine tourism attractions. As one of the islands in the Jakarta Province area, the existence of marine-based Seribu Islands tourism is unique in its own right. Based on data from the Seribu Islands Tourism and Creative Economy Sub-agency, only 30% of Jabodetabek people know the tourist area well, which is part of the DKI Jakarta area (CNN Indonesia, 2019). The research approach used in this study was qualitative research. The selection of informants was carried out using non-probability techniques due to suitability in the context of qualitative research. Of the various marketing communication mix activities carried out, online publications are still not optimized. In addition, supporting facilities are needed, such as transportation and lodging that are proper and CHSE certified, so that tourists who visit have a different experience and can deliver a massive word-of-mouth campaigns.

Public health agencies' use of social media for communication during pandemics: a scoping review of the literature.

Public health agencies (PHAs) have increasingly incorporated social media into their communication mix during successive pandemics in the 21st century. However, the quality, timing, and accuracy of their health messages have varied significantly, resulting in mixed outcomes for communication, audience engagement, and pandemic management. This study aimed to identify factors influencing the effectiveness of pandemic-related health messages shared by PHAs on social media and to report their impact on public engagement as documented in the literature. A scoping literature review was conducted following a predefined protocol. An electronic search of 7 relevant databases and 5 grey literature repositories yielded 9,714 papers published between January 2003 and November 2022. Seventy-three papers were deemed eligible and selected for review. The results underscored the insufficiency of social media guidance policies for PHAs. Six themes were identified: message source, message topic, message style, message timing, content credibility and reliability, and message recipient profile. These themes encompassed 20 variables that could inform PHAs' social media public health communication during pandemics. Additionally, the findings revealed potential interconnectedness among the variables, and this study concluded by proposing a conceptual model that expands upon existing theoretical foundations for developing and evaluating pandemic-related health messaging.

Integrated Marketing Communication Strategy for Getting Banking Achievements Post the Crisis Issue

In 2020, there were rumors that hit Bank Bukopin, one of which was a crisis rumor. An integrated marketing communication strategy carried out by pensioner credit marketing to get new debtors after the crisis issue. Retirement credit marketing performs various marketing communication mixes, including ; Advertising, Sales Promotion, Events And Experiences, Public Relations And Publicity, Direct Marketing, Interactive Marketing and Personal Selling in this case the author uses a qualitative methodology. Integrated Marketing Communication strategy can generate many benefits both in terms of managing relationships and customer attitudes in the form of loyalty even if a company is affected by a crisis.

Strategi Komunikasi Pemasaran Penerbit Buku Obelia Di Kota Medan

This study aims to determine the marketing communication strategy of Obelia book publishers in their bookstores in increasing product sales and maintaining the existence of printed books amidst the rise of technological developments that have given birth to the latest information tools in the form of the internet and electronic books (E-books). This study uses a qualitative approach, and the types and data of this research are descriptive. This study uses the theory of marketing communication mix or Marketing Mix, namely advertising, sales promotion, public relations, direct marketing and personal selling. Researchers conducted in-depth interviews with the founder who is also the owner of the Obelia bookstore. The researcher made direct observations in the field and also collected data from previous studies as a reference. The results of this study indicate that the application of Marketing Mix as a marketing communication strategy for Obelia book publishers in Medan is considered effective.

ANALISIS STRATEGI KOMUNIKASI PEMASARAN DIGITAL AKUN INSTAGRAM @dr. VEE CLINIC SEBAGAI MEDIA KEBUTUHAN INFORMASI KECANTIKAN

In the current era of technological development, business in the field of beauty has greatly increased its demand. Coupled with the massive information received by the public through social media, beauty clinics compete with each other to highlight their respective advantages. With lots of business competition with other beauty clinics, the right marketing communication strategy can help companies face the competition. Coupled with the use of social media Instagram in promoting the clinic dr. Vee. The purpose of this research is to find out what digital marketing strategies are used by Dr. Vee. This study uses AIDA theory to measure the effectiveness of promotions and messages conveyed. Using descriptive qualitative research methods with data collection methods through interviews, observation, documentation. The number of subjects in this study amounted to 5 people, namely the owner of dr. Vee Clinic, admin & marketing dr. Vee Clinic and 3 other people who use dr. Vee. The results of the qualitative analysis show that the use of the marketing communication mix is ​​very effective in attracting enthusiasts and social media facilitates the dissemination of information.

Marketing Communication Strategy In Housing Area Grand Puri Bunga Nirwana Jember Regency

Appropriate marketing communications can prevent companies from losses caused by ineffective and efficient promotional activities. In marketing studies, effective and efficient promotion activities can be included as a concept in the marketing communication mix. The speed of the housing business is now growing which is driven by urgent demands for housing needs as a place to live. Grand Puri Bunga Nirwana Jember, a property company developed by PT. Cipta Adi Perkasa which sells housing ranging from subsidized to commercial types. The approach used in this research is descriptive qualitative. The results of the study indicate that marketing communications are carried out by the housing company Grand Puri Bunga Nirwana Jember through several communication tools such as newspapers, online marketing (Google Adds, Instagram Adds, Facebook Adds), external media marketing (banners, banners, brochures) which can make the community arises brand trust in the products offered. In addition, there are also many prospective buyers who get information from previous buyers, so they have more trust and confidence in the products owned by the housing. This can be proven by the large number of home buyers who make repeat purchases and recommend them to their closest relatives.

Formula One on social networks: a successful strategy

This research, aims to analyze the dynamics of engagement rate of F1 through the social networks of the car teams participating in the FIA championship. Classical media are now incorporated and integrated by the production of new media: publications that invite supporters to interacting, thus recreating a virtual agora, a community federated by online exchange, around real-time multimedia productions. A communication mix that allows an international championship to be within the reach of each supporter. The research conducted aims to analyze, with a quantitative methodology, the Engagement Rate, of the 10 teams participating in the 2021 championship on Facebook and Instagram.

STRATEGI KOMUNIKASI PEMASARAN PRODUK UMKM BASRENG ENDUL DALAM MENCIPTAKAN BRAND AWARNESS

The product marketing communication strategy to create Brand Awareness in UMKM (Micro, Small, Medium Enterprises) is formed from the growth of consumer interest in the snacks being sold, flavor variants in food products, as well as the potential for developing UMKM in facing increasingly fierce market competition. Of course, this cannot be separated from the marketing communications strategy that must be carried out to overcome competition. This research aims to determine the marketing communication strategy for Basreng Endul UMKM products in creating Brand Awareness. This type of research is qualitative descriptive research, by collecting data through interviews, observations and literature studies which aim to analyze and explain descriptively, namely describing to explain an object and phenomenon which will be expressed in writing and sentences. Based on the results of research conducted in the field, it can be concluded that the marketing communication strategy carried out by UMKM for Endul basreng products is to carry out points in the marketing communication mix with a focus on direct marketing through social media (Direct Marketing), word of mouth promotion. mouth or go directly into the field to offer or recommend products to consumers (Personal Selling), create attractive promotional pamphlets to introduce products (Advertising). Visual communication and recommendations are factors that influence the creation of brand awareness. This strategy is used in marketing Basreng Endul UMKM products in creating Brand Awareness.

Komunikasi Pemasaran Studio Lunanuova dalam Membangun Brand Awareness

Competition among business actors in the business world is increasing, so that appropriate strategies are needed in introducing and promoting a product. The goal is that the products offered are not drowned by the many competitors. Lunanuova's study is one of the companies trying various strategies to build an image as the face of the company. So the research focuses on seeing how Studio Lunanuova's marketing communications build brand awareness. The theory used is in the form of marketing communications (7P) and brand awareness with a qualitative descriptive method and post positivism paradigm. The researcher interviewed 3 informants using a purposive sampling technique so that they met the criteria according to the focus of the problem. The research resulted in the 6 most effective marketing communication mixes in the form of products because they have the advantage of always offering different products every year and all files without additional costs. Prices are much cheaper according to the lower middle segment and there are special prices for card members. Promotion in the form of product bundling, price discounts, and give away to establish interaction with customers. At the process stage and people are connected to each other because Studio Lunanuova has an SOP for employees, especially hospitality so that the activities carried out go according to the wishes of the customer. Placing various product photos in every corner of the room to convince consumers that Lunanuova Studio's work is a mix of physical evidence. The mix that is not very effective is in the form of place because the location is too far from the city center. The marketing communication mix that has been implemented has made Lunanuova Studio better known to customers with a positive image.

Marketing Communication Mix on Purchase Decision in Industrial Area: A Study From International Chain Coffee Shop

The pandemic has impacted hospitality businesses, including domestic coffee shops, as it is becoming the primary factor in the economic rotation. Starbucks Coffee Indonesia also faces weakened demand from the community to purchase its products. This phenomenon is driven by panic-buying communities who prefer to buy daily necessities. Therefore, this study was conducted to determine the impact of the Marketing Communication Mix aspects, advertising, sales promotion, personal selling, public relations, and direct marketing, as mediated by purchase intention on Starbucks purchase decisions in Cikarang as an Industrial Area. The quantitative method was utilized to gather data using a questionnaire. The questionnaire was distributed online to consumers who purchased Starbucks coffee shop products during the pandemic (n = 188). Structural equation modeling was utilized to determine the proposed research hypothesis. The findings showed that advertising, public relations, and direct marketing positively influence purchase decisions directly and indirectly through Purchase Intention in the industrial region. Sales promotion and personal selling were unimportant in affecting consumer purchase decisions in industrial areas.

Penerapan Bauran Komunikasi Pemasaran pada Wisata Religi

Based on the data obtained from the 2019 Bappeda tourism statistics, it is known that there has been a significant increase in visitors to the Mlangi Religious Tourism Village. This is quite the opposite considering that tourism which has high interest is natural and historical tourism. This study describes the efforts to implement the marketing communication mix carried out by the Mlangi Religious Tourism Village. This study uses interviews, observation, and documentation as data collection techniques. The interviewees for this research were four people who were administrators and responsible for the Mlangi Religious Tourism Village, as well as visitors to the Mlangi Religious Tourism Village. From this research it is known that the Mlangi Religious Tourism Village does not use all the elements in the marketing communication mix, but only four of the elements, namely: advertising, public relations and publicity, interactive marketing, and word of mouth marketing.

Marketing Communication Strategy in Preserving Lok Baintan Floating Market Tourism Destinations, Banjar Regency

Improvement of the South Kalimantan tourist area to be successful must be made through a partially integrated arrangement and development that remains integrated with other tourist areas, namely the Lok Baintan Floating Market. The researcher analyzes the marketing communication strategy and the process of implementing the marketing communication strategy and tries to find an effective marketing communication model for maintaining and promoting the product image and the existence of the Lok Baintan Floating Market. This research is qualitative, and it can produce descriptive data. Researchers also explore the object under study, with several vital informants who become sources in helping researchers to describe and examine content and marketing communication planning steps carried out through message content design, message design, media and other components as a persuasive communication medium in conveying messages. Tourism products and explain the results of research studies on marketing communication strategy activities. This study uses Austin Babrow's PIT Theory stating that humans have two orientation tendencies: Probabilistic and Evaluative. The researcher made MOKOMPAR LOBA based on the analysis IMC made based on identifying targets, analyzing goals, developing strategies and evaluating processes supporting marketing communication activities programs. MOKOMPAR LOBA describes an integrated marketing communication model, namely the concept of planning the delivery of persuasive communication through integrated marketing communication mix messages.

THE FEATURES OF MONOPOLISTIC COMPETITION IN THE PHARMACEUTICAL MARKET: GLOBAL AND NATIONAL ASPECTS

The article examines the peculiarities and specified characteristics of the pharmaceutical market in the concept of monopolistic competition, the design of which allows for the wide use of marketing tools of competition, innovation, research, branding, and others. The specific characteristics that allow identifying the predominant type of competition in the pharmaceutical market as monopolistic competition are summarized. It was noted that certain segments of the pharmaceutical market function within the framework of different market structures: monopoly (manufacturers who own patents for unique medicinal products, individual and collective monopolies in regional markets), oligopoly (manufacturers of certain types of medicinal products, the distribution segment, pharmacy networks of centralized and holding type with a monopoly in the retail sale of medicinal products), monopolistic competition (production and sale of medicinal products). Taking into account the dependence of the national pharmaceutical market on the import of drugs, the state (2018-2022), the competitive situation and generalized forecasts for the growth of the global pharmaceutical market until 2027 were studied. The analysis proved the presence of different factors of market development in each of the studied periods. The high activity of Indian and Chinese companies in developing the global pharmaceutical market was noted. Attention is drawn to the fact that activity in the market of monopolistic competition, especially such an institutionalized one as the pharmaceutical market, requires from participants the competent application of strategic approaches, adaptation of business models, significant investments in R&D and constant production of innovations, establishment of long-term cooperation with partners, optimization of the supply chain, formation systems of constant monitoring and forecasting of the external environment, professional marketing and systemic promotional activities related to traditional and digital elements of the communication mix, network expansion due to permissible regional expansion. It was concluded that the further development of the modern world pharmaceutical market as a structure of monopolistic competition is connected with: acceleration of consumption of medicines in developing countries; expiration of patent protection for a significant number of brand-name drugs; reduction of the market share and profits of branded pharmaceutical companies; legal restrictions on market monopolization; active use of marketing tools to implement non-price competition. The priority factor in increasing the competitiveness of the pharmaceutical market of Ukraine is an effective combination of state and market regulation mechanisms, the successful synthesis of which will contribute to the elimination of disparities between the export and import of medicinal products, reduce the dependence of the Ukrainian pharmaceutical market on foreign supplies of raw materials and finished products, and strengthen the position of domestic manufacturers in foreign markets.

Strategi Komunikasi Pemasaran di Era Pandemi Covid-19

Marketing communication strategy plays an important role in the sustainability of the company. Through marketing communication strategies, companies can provide information and influence consumers so that purchases can occur, which will bring income to the company. This study aims to describe the marketing communication strategy implemented by CitraLand Tallasa City Makassar in the era of the COVID-19 pandemic based on analysis using the marketing communication mix. Data for this descriptive qualitative study were gathered through interviews with related parties, specifically the designers and implementers of marketing communication strategies at CitraLand Tallasa City Makassar, as well as through observations. The results of the study show that CitraLand Tallasa City Makassar made some adjustments to its marketing communication strategy during the COVID-19 pandemic. The adjustments focus on carrying out a marketing communication strategy by utilizing digital media.

Contribution of Tourism to the Development of Developing Nations

Purpose: The aim of the study is to access the contribution of tourism to the development of developing Nations.
 Methodology: This study adopted a desktop methodology. This study used secondary data from which include review of existing literature from already published studies and reports that was easily accessed through online journals and libraries.
 Findings: The study reveals that increased income positively impacts on government revenues by means of taxes which also contribute to economic growth via governments’ interventions. Besides taxes from tourism employment and businesses, tourism increases government revenues by direct levies on tourists (departure taxes), indirect taxes and duties on goods and services offered to tourists.
 Unique Contribution to Theory, Practice and Policy: The study was anchored on ecosystem Approach theory and Maslow's hierarchy model. The study recommends that tourism marketers should harmonize the communication mix and embrace wholesomely the use of new technologies especially the use of social media together with exhibition events marketing to promote the tourism industry.