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All Journal Syntax Literate : Jurnal Ilmiah Indonesia Jurnal Spektrum Komunikasi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ariani, Nafiah
Universitas Sahid
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Marketing Social Innovation Products with IMC Dwinanto Kurniawan; Nafiah Ariani
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : CV. Ridwan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (425.192 KB) | DOI: 10.36418/syntax-literate.v7i11.8898

Abstract

ABSTRACTCumin tea is an herbal product with myriad of benefits. This tea is produced in Tinumpuk Village, Indramayu Regency. Community-based organization that produces this tea belongs to the Ikatan Mantan Buruh Migran–Desa Tinumpuk (IBU TIN). This study aims to determine the application of integrated marketing communication by CBO IBU TIN, especially in marketing cumin tea. This research uses qualitative approach and case study method. The techniques used to collect data are observation, in-depth interviews, and documentation studies. Data analysis technique used Miles & Huberman interactive analysis, while triangulation of data sources was used to test the validity of the data. The results of the study shows that marketing of cumin tea products by CBO IBU TIN has used several elements in integrated marketing communication, namely advertising, sales promotion, personal selling, public relations, event marketing, and packaging. This finding also shows that CBO IBU TIN does not use digital (interactive) communication in marketing the cumin tea products. Keywords: Integrated Marketing Communication, Migrant Workers, Cumin Tea ABSTRAKTeh jinten adalah produk herbal dengan segudang manfaat. Teh ini diproduksi di Desa Tinumpuk, Kabupaten Indramayu. Kelompok berbasis komunitas yang memproduksi teh ini tergabung dalam Ikatan Mantan Buruh Migran–Desa Tinumpuk (IBU TIN). Studi ini bertujuan untuk mengetahui penerapan integrated marketing communication oleh CBO IBU TIN terutama dalam memasarkan teh jinten. Penelitian ini menggunakan pendekatan kualitatif dan metode studi kasus. Teknik yang digunakan untuk mengumpulkan data penelitian ialah observasi, wawancara mendalam, dan studi dokumentasi. Teknik analisis data menggunakan analisis interaktif Miles & Huberman, sementara triangulasi sumber data digunakan untuk menguji keabsahan data. Hasil penelitian menunjukkan CBO IBU TIN dalam memasarkan produk teh jinten sudah menggunakan beberapa eleman dalam integrated marketing communication, yaitu advertising, sales promotion, personal selling, public relations, event marketing, dan packaging. Temuan ini juga menunjukkan tidak dimanfaatkannya elemen digital (interactive) communication oleh CBO IBU TIN dalam memasarkan produknya. Kata Kunci: Komunikasi Pemasaran Terpadu, Buruh Migran, Teh Jinten
Integrated Marketing Communication Kedai Pantry Magetan Pada Era Digitalisasi 4.0 Hilda Yunita Wono; Nafiah Ariani; Azalea Abril Hermanto; Bunga Feby Nabilla
Jurnal Spektrum Komunikasi Vol 10 No 1 (2022): Jurnal Spektrum Komunikasi
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v10i1.235

Abstract

Integrated marketing communications or IMC that is implemented in a business well can make a significant increase to a company's revenue. This is what makes Kedai Pantry Magetan to carry out IMC activities. The Pantry Shop, which started a business during the Covid-19 pandemic, used IMC as a way of promotion so that the shop could still operate even during the pandemic. This research was conducted using a qualitative descriptive method to dissect the IMC Kedai Pantry strategy. This study shows what activities are carried out as well as interviews with shop owners in order to find out the reasons for using this strategy. Of the seven IMC activities used by the pantry shop, online marketing, direct marketing, sales promotion, public relations and advertising. From the IMC activities carried out to help the shops that were established during this pandemic to survive until now.
Marketing Social Innovation Products with IMC Dwinanto Kurniawan; Nafiah Ariani
Jurnal Spektrum Komunikasi Vol 10 No 4 (2022): Jurnal Spektrum Komunikasi
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v10i4.336

Abstract

Cumin tea is an herbal product with myriad of benefits. This tea is produced in Tinumpuk Village, Indramayu Regency. Community-based organization that produces this tea belongs to the Ikatan Mantan Buruh Migran–Desa Tinumpuk (IBU TIN). This study aims to determine the application of integrated marketing communication by CBO IBU TIN, especially in marketing cumin tea. This research uses qualitative approach and case study method. The techniques used to collect data are observation, in-depth interviews, and documentation studies. Data analysis technique used Miles & Huberman interactive analysis, while triangulation of data sources was used to test the validity of the data. The results of the study shows that marketing of cumin tea products by CBO IBU TIN has used several elements in integrated marketing communication, namely advertising, sales promotion, personal selling, public relations, event marketing, and packaging. This finding also shows that CBO IBU TIN does not use digital (interactive) communication in marketing the cumin tea products. Keywords: Integrated Marketing Communication, Migrant Workers, Cumin Tea
Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital Niko Yehezkiel; Nafiah Ariani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.1405

Abstract

Discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
Co-Authors Azalea Abril Hermanto Bunga Feby Nabilla Dwinanto Kurniawan Hilda Yunita Wono Niko Yehezkiel