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All Journal JISIP: Jurnal Ilmu Sosial dan Pendidikan ArtComm : Jurnal Komunikasi dan Desain
Nisa Lathifah
Fakultas Komunikasi Dan Desain, Universitas Informatika Dan Bisnis Indonesia
Arts Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : ArtComm : Jurnal Komunikasi dan Desain

 1 
IMPLEMENTASI EXPERIENTIAL MARKETING DALAM KOMUNIKASI PEMASARAN THE HALLWAY KOSAMBI BANDUNG Nisa Lathifah

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Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (402.366 KB) | DOI: 10.37278/artcomm.v4i2.459

Abstract

This research is titled experiential marketing implementation in marketing communication Of The Hallway Kosambi Bandung. The purpose of this study is to find out the application of elements of Experiential Marketing Modules (SEMs), such as sense, feel, think, act and relate. As well as to find out the visitor experience of experiential marketing strategies in marketing communications The Hallway Kosambi Bandung. This research uses qualitative methods with a case study approach. The data collection techniques in this study are interviews, observations and documentation. The result of this research is the application of five modules of Experiential Marketing Strategies (SEMs), namely sense of sight (sight) and smell (scent), feel at the feeling of joy with the existence of various facilities that make visitors comfort, think on exciting young events, creative and allow social interaction, act on the concept of The Hallway hallway hallway which is current with many interesting spots for photos and relate marketing to the concept of The Hallway as a space. Creative collaborative young people in kosambi traditional market and experiential marketing that is felt is the experience of young people "gathered" in the traditional market.
Impementasi Storytelling Iklan Pada Akun Instagram @Juragan.Oil Dalam Menarik Minat Konsumen Nisa Lathifah; Shinta Hartini Putri

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Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (322.356 KB) | DOI: 10.37278/artcomm.v5i1.486

Abstract

Penelitian ini berjudul impementasi storytelling iklan pada akun instagram @juragan.oil dalam menarik minat konsumen. Tujuan dari penelitian ini adalah untuk mengetahui penerapan struktur naratif dalam storytelling iklan pada akun @juragan.oil, untuk mengetahui strategi storytelling iklan pada akun @juragan.oil, dan untuk mengetahui motif dan pengalaman admin/owner @juragan.oil dalam menggunakan strategi storytelling dalam iklan. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi Alfred Schutz. Teknik pengumpulan data dalam penelitian ini adalah wawancara, observasi dan dokumentasi. Hasil penelitian ini adalah penerapan struktur naratif seperti struktur dasar dan komponen certa dalam storytelling, penerapan strategi storytelling iklan seperti faktor pemahaman konsumen, hero cerita dan penciptaan sebuah dunia dalam cerita, serta pemaknaan dari motif dan pengalaman admin/owner @juragan.oil dalam menggunakan strategi storytelling dalam iklan.
Co-Authors Ana Siti Ghania Putri, Shinta Hartini Refa Aprianti