Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal

Abstract

Televisi lokal memerlukan upaya khusus untuk memperkenalkan brandnya. Brand televisi lokal, I Channel Bandung, menggunakan kekayaan budaya lokal untuk meningkatkan kesadaran penonton. Tujuan penelitian ini adalah untuk mengetahui proses peningkatan brand awareness televisi I Channel Bandung melalui acara budaya lokal “Sampurasun Cepot” dengan menggunakan teori komunikasi pemasaran Integrated Marketing Communication (IMC). Penelitian ini juga melihat tingkat brand awareness I Channel Bandung yang dicapai setelah menggunakan program acara “Sampurasun Cepot”. Teori yang digunakan penelitian ini, Integrated marketing communication Tuckwell serta teori tingkatan brand awareness dari Aaker. Penelitian berfokus pada implementasi enam elemen penting IMC yang dilakukan untuk meningkatkan brand I Channel Bandung yaitu melalui advertising, sales promotion, direct marketing, public relations, personal selling, dan event and sponsorship. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif intrinsik dan paradigma konstruktivis. Hasil penelitian ini menunjukkan bahwa komunikasi pemasaran terpadu dapat dikaitkan dengan penggunaan satu program acara budaya untuk meningkatkan brand awareness perusahaan. Penggunaan program acara wayang golek “Sampurasun Cepot” berhasil menarik penonton menjadi lebih sadar akan kehadiran televisi lokal ini. Brand awareness I Channel Bandung berhasil meningkat dan mencapai level brand recall di benak penonton. Namun faktanya, televisi lokal I Channel Bandung membutuhkan upaya marketing yang serius dan meningkat pemanfaatan media sosial sebagai alat promosi dan menambah kualitas dan jumlah sumber daya manusia.

Implementation of Kanagoods marketing public relations program in creation of brand image of Batik Indigo Company

“…During the implementation of an event, Kanagoods used media during the exhibition by updating and spreading information by social media. This activity is considered effective to increase people's awareness and the number of followers (Wahid and Rizki, 2018), where it may affect the product brand image.…”

Persuasive and Educative Advertising Content of Quick Response Code Indonesian Standard in Pandemic Era

“…This research is a qualitative research that collects data in the form of words or pictures instead of logical, numerical, or statistical evidence. Qualitative research emphasizes the depth of meaning analysis (U. M. Wahid & Rizki, 2018). The advantage of qualitative research is that it provides a complete description of the research subject under study of the meaning of phenomena in a particular context (Laurensia, Sitanggang, Marta, Daniar, & Menayang, 2020).…”

Digital Integrated Marketing Communications (Dimc) Activities of Digital Products Financial Technology (Fintech) “Alami”

“…In this study, the unit of analysis is in the form of digital integrated marketing communication (DIMC), where the author focuses on research on five IMC (Integrated Marketing Communication) activities Kotler in (Wahid & Rizki, 2018) which are a specific blend of the five marketing communication activities most often used by companies, namely advertising, personal selling, sales promotion, public relations, and direct marketing carried out on digital media, where the concept of digital integrated marketing communication (DIMC) research is a specific blend of digital-based marketing communication activities, where marketing communication activities are most often used by companies, namely advertising, personal selling, sales promotion, public relations, and direct marketin using digital media, this can be seen from the following image: Figure 1: Development of digital-based IMC activities adopted from the IMC concept (Kotler & Keller, 2016) From the description of the digital integrated marketing communication (DIMC) activities above which are adopted from the concept of integrated marketing communication (IMC) (Kotler & Keller, 2016) The selection of informants in this study was based on their understanding of the implementation of integrated digital marketing communication activities for ALAMI sharia fintech products at PT. Alami Fintek Sharia, which includes several digital integrated marketing communication (DIMC) activities such as digital advertising, digital personal selling, digital sales promotion, digital public relations, and digital direct marketing.…”