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Rachmat Kriyantono
Universitas Brawijaya, Malang, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

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Implementation of Marketing Communication Strategy for Alcoholic Products in Social Sensitivity and Legal Protection Mahesa Maulana; Rachmat Kriyantono; Bambang Dwi Prasetyo
International Journal of Science and Society Vol 3 No 3 (2021): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (660.475 KB) | DOI: 10.54783/ijsoc.v3i3.367

Abstract

The role of marketing communication strategy is very important for companies in marketing products to their target market. Marketing communication of alcoholic beverage products which is hampered by promotion, marketing and distribution requires the right strategy in its implementation to ensure business continuity. This research has an exploratory constructivist paradigm. The purpose of this study was to determine the strategy carried out by the management of PT. Multi Bintang Indonesia as a marketing communication strategy for Bir Bintang alcoholic beverages. The research data collection method is through in-depth interviews, observation, and documentation. The data analysis of this research is descriptive qualitative. Informant data collection technique is purposive sampling at the Area Business Manager and Business Development Executive PT. Multi Bintang Indonesia Commerce. The results of the study reveal that the company's strategy is more focused on online aspects, including the use of social media, websites and e-commerce to inform products, sales, and campaigns. The form of marketing communication carried out by PT. Multi Bintang Indonesia in the form of direct and interactive marketing, sales promotion, event marketing, merchandise, personal selling, public relations, and word of mouth.
A Risk Communication Strategy to Support Implementation Child Rights Protection Program: A Descriptive Qualitative Study in ALIT Indonesia Foundation during the COVID-19 Pandemic Amalia Fibrianty; Rachmat Kriyantono; Maulina Pia Wulandari
International Journal of Science and Society Vol 3 No 4 (2021): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (542.203 KB) | DOI: 10.54783/ijsoc.v3i4.398

Abstract

During the pandemic COVID-19, the number of Child Rights violations have been increased such as sexual harassment, the exploitation of the children, and child abuse. Moreover, during the regulation such as “lockdown” that forced people to stay at home has been putting the children into another risks. Thus, it is important for Civil Society Organization (CSO) who works with the children to have its risk communication strategy in its Child Rights Protection (CRP) program implementation. This study is to address the risk communication and community engagement (RCCE) strategy in supporting the sustainability of CRP program implementation in ALIT Indonesia Foundation during pandemic COVID-19. The writer assumed that the organization has been applied a good strategy for its risk management. Moreover, using a descriptive qualitative research methods and data gathering from interview and literature review, it founds that the risk communication strategy adjustment applied by ALIT Indonesia Foundation on its CRP program implementation not only helped the organization in working with the children and their family as the target group, but also giving advocacy about the Child Rights to the stakeholders during pandemic COVID-19. The organization run some strategies based on the government’s health protocols during pandemic, such as physical distancing, wearing mask, hand washing. They also use social media such as Zoom, WhatsApp, Facebook, Instagram and YouTube to outreach their target group who live in the internet-accessible area, but for those who are living in the remote area, they had field staffs as the interconnector to their volunteer in the field, and spread the key messages of the CRP program through local radio station, or they gather the children of 4 who live nearby to disseminate the information.
Co-Authors Amalia Fibrianty Bambang Dwi Prasetyo Mahesa Maulana Maulina Pia Wulandari