Implementation of Integrated Marketing Communication for ERIGO Brand Through InstagramAuteurs:
Rosita, Lisa
Hariyati, Farida
Akbari, Deni Adha
Agustini, Vilya Dwi
Bron:
Technium Social Sciences Journal; Apr2023, Vol. 42, p63-75, 13p
Jaar van publicatie:
2023
Termen voor onderwerp:
INTEGRATED marketing
FASHION
CONSUMPTION (Economics)
SOCIAL media
Trefwoorden verstrekt door auteur:
Fashion
Instagram social media
Integrated Marketing Communication
Recensies en producten:
INSTAGRAM (Web resource)
NAICS/Industry Codes :
541613 Marketing Consulting Services
Uittreksel:
Today, the internet has making many things easier for business, including ERIGO, a local fashion brand from Indonesia. With the rapid development of fashion trends, consumers desire to be looked modern, stylish, and fashionable. This brand adopts a neutral fashion, making it suitable for individuals of any gender. In its marketing strategy, ERIGO incorporates Integrated Marketing Communication (IMC). This research examines the application of IMC to ERIGO brand through the Instagram social media platform. The study used a qualitative descriptive approach with a content analysis methodology, incorporating a literature study and documentation data collection method. The study's results indicate that the utilization of hashtags and visually appealing content has a positive impact on brand awareness, contributing to the formation of a positive image for ERIGO. Furthermore, ERIGO has effectively established relationships with its target audience, collaborated closely with influencers to expand its reach, and presented interesting, high-quality visual content. The target audience for ERIGO brand can be defined based on gender, specifically as unisex. This research contributes significantly by offering valuable insights into implementing Integrated Marketing Communication (IMC) for ERIGO brand through the Instagram social media platform. [ABSTRACT FROM AUTHOR]
Copyright of Technium Social Sciences Journal is the property of Technium Press Constanta and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
ISSN:
26687798
DOI:
10.47577/tssj.v42i1.8604
Aanwinstennummer:
163057312
Database:
Complementary Index
MUSIC EVENT MARKETING COMMUNICATION ANALYSIS IN INCREASING VISITOR PARTICIPATION.Auteurs:
Munawaroh, Siti1 smunawaroh1002@gmail.com
Nurjanah, Aisyah2 aisyahn40@gmail.com
Bron:
Eduvest: Journal Of Universal Studies. Jun2023, Vol. 3 Issue 6, p1069-1075. 7p.
Documenttype:
Article
Termen voor onderwerp:
*MARKETING
*COMMUNICATION in marketing
*EVENT marketing
*MARKETING research
*MARKETING strategy
Geografische termen:
INDONESIA
Trefwoorden verstrekt door auteur:
marketing communication
music event
visitor participation
NAICS/branchecodes:
541613 Marketing Consulting Services
541910 Marketing Research and Public Opinion Polling
711310 Promoters of Performing Arts, Sports, and Similar Events with Facilities
711320 Promoters of Performing Arts, Sports, and Similar Events without Facilities
Uittreksel:
Music events are an increasingly popular form of activity in Indonesia. These activities are usually held to entertain the public and can have a positive impact on the development of the music industry in Indonesia. In organizing music events, the organizers need an effective marketing strategy to increase visitor participation. Therefore, this study aims to analyze the marketing communication of music events in increasing visitor participation. The purpose of this study is to analyze the marketing communication of music events and how these marketing strategies can increase visitor participation. This research uses a qualitative approach with a case study approach. Data is collected through interviews with the organizers, literature studies through journals, books other information relevant to the research such as brochures, advertisements, and social media used to promote music events. The data obtained will be analyzed using content analysis to understand the content of the messages conveyed in the promotion of music events. The results show that an effective marketing strategy can increase visitor participation in music events. Clear and easy-to-understand promotional messages, as well as the use of social media as an effective promotional tool, are important factors in increasing visitor participation. In addition, experience and brand image are also factors that influence visitor participation in music events. This research also shows that music event organizers need to evaluate and develop their marketing strategies to increase the effectiveness of music event promotion in the future. [ABSTRACT FROM AUTHOR]
Copyright of Eduvest: Journal Of Universal Studies is the property of Green Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Affiliaties auteur:
1Universitas Muhammadiyah Cirebon, Indonesia.
2IAIN Syekh Nurjati Cirebon, Indonesia.
ISSN:
2775-3735
DOI:
10.59188/eduvest.v3i6.824
Aanwinstennummer:
164769152
Database:
Academic Search Ultimate
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