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All Journal Jurnal Ilmiah Kesatuan (JIK) Jobmark: Journal of Branding and Marketing Communication
Irma Kurniawati
Badan Meteorologi Klimatologi dan Geofisika (BMKG), Padang Panjang
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences Other

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Analisis Strategi Pelayanan Kesehatan Dalam Menghadapi Persaingan Rumah Sakit (Studi Kasus Pada Rumah Sakit Islam Bogor) Munawar, Aang; Kurniawati, Irma
Jurnal Ilmiah Kesatuan (JIK) Vol 9, No 1 (2007): Jurnal Ilmiah Kesatuan
Publisher : STIE Kesatuan

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Abstract

Tujuan penelitian untuk mengetahui strategi dari variabel internal dan eksternal yang mempengaruhi perusahaan baik berupa kekuatan maupun kelemahan perusahaan serta berbagai peluang dan ancaman yang harus dihadapi oleh perusahaan. Sehingga dari variabel tersebut dapat dengan jelas dipetakan posisi dari perusahaan serta kondisi persaingan yang harus dihadapi perusahaan. Hasil dari pengumpulan data kemudian diterapkan kedalam matriks SWOT maupun matriks EI. Dari data-data yang telah terkumpul diperoleh hasil sebagai berikut untuk faktor strategi eksternal diperoleh nilai 2.515 sedangkan untuk faktor strategi internal diperoleh nilai 2.320, dengan hasil tersebut maka dapat diketahui posisi perusahaan saat ini. Dan sesuai dengan hasil tersebut menunjukkan bahwa pada saat ini perusahaan berada pada posisi GROWTH STABILITY. Dimana pada posisi ini sebaiknya perusahaan harus lebih memperhatikan pada kondisi intenal perusahaan itu sendiri, mungkin dengan melakukan berbagai pembenahan baik itu mengenai keuangan maupun SDM. RSIB sendiri pada saat ini menggunakan strategi relationship marketing dalam menjalankan usahanya karena sesuai dengan visi dan tujuan dari RSIB yaitu menjadi mitra yang terpercaya, menjalin silaturrahim serta hubungan yang baik antara rumah sakit, pasien dan perusahaan mitra. Keywords: Manajemen Pemasaran; Strategi Pemasaran
The Conditional Branded Content Analysis of Zara Campaign ‘The Jacket’ Adriansyah, Walid; Tito, Fitara A.; Kurniawati, Irma; Afriadi, Musbar; Nuria, Nadila Suci; Wulandari, Retno; Elda, Septia Wahyu
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.300

Abstract

‘The Jacket’ campaign from the well-known brand Zara raises interesting and controversial dynamics in the fashion industry. Since the launch of this campaign, it has become a significant highlight, creating conversations involving various groups of people and fashion observers. Using the conditional Branded Content Analysis (BCA) method, we analyze the key aspects that made this campaign controversial and how it impacted Zara's brand image. Findings show that the striking jacket design of the campaign is a focal point. Design elements that arouse interest and controversy explain how the aesthetics conveyed in the jacket provide distinguishing characteristics but also become a source of disagreement among consumers and fashion connoisseurs. In the context of marketing strategy, how does Zara design this campaign to attract consumer interest and attraction while being aware of the risks of controversy that may arise? A responsive society is essential in understanding this campaign's impact. We investigated various responses from consumers, fashion observers, and other interested parties. This analysis includes a variety of views, from praise for innovation to criticism of potential insensitivity to specific issues. Combining these views, we provide a comprehensive picture of how The Jacket campaign understands the public consciousness. The broader extent of this controversy impacts Zara's overall brand image by changing consumer perception of the Zara brand and having a long-term impact on the market and customer loyalty. Overall, this study opens a perspective on the controversy behind The Jacket campaign and provides in-depth insight into marketing dynamics in the modern fashion industry.
Co-Authors Aang Munawar ABDUL HARIS ROSYIDI Adriansyah, Walid Afriadi, Musbar Elda, Septia Wahyu Nuria, Nadila Suci Retno Wulandari Tito, Fitara A.