Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Dinah Afianti
Universitas Muhammadiyah Surakarta
Computer Science & IT Engineering Medicine & Pharmacology Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Solo Technopark Integrated Marketing Communication Strategy for Building a Brand Image as an Innovative Science and Technology Hub Dinah Afianti; Sidiq Setyawan
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7603

Abstract

Purpose: This study aims to analyze the integrated marketing communication (IMC) strategies implemented by Solo Technopark in building its brand image as an innovative science and technology hub, and to identify the challenges encountered in integrating the elements of the IMC mix. Methodology: This study employs a descriptive qualitative approach. Data were collected through interviews, observations, and documentation, with informants selected using snowball sampling. The collected data were then analyzed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing/verification. Results: The findings indicate that Solo Technopark has implemented all elements of the IMC mix, namely advertising, sales promotion, personal selling, public relations, and direct and digital marketing. Its brand image has been successfully strengthened through the uniqueness of its flagship programs, free coworking spaces, and digital media tailored to its target audience. However, the integration of these IMC elements remains constrained by several internal operational challenges, including inter-departmental communication synchronization, publication timeline management, fluctuations in social media engagement, and limitations in the internal workforce’s ability to adapt to digital technology. Applications/Originality/Value: This study offers practical recommendations for strengthening cross-departmental coordination and enhancing digital marketing capabilities within science and technology park institutions. It contributes to the limited literature on IMC strategy implementation in Indonesian science and technology hub and provides valuable insight for similar institutions seeking to build a competitive, innovative brand image.
Co-Authors Sidiq Setyawan