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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) International Journal of Environmental, Sustainability, and Social Science Journal of Finance and Business Digital (JFBD) Jurnal Spektrum Komunikasi
Ariani, Nafiah
Universitas Sahid
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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

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
Natuna in the Lens of Public Creativity: Integration of User-Generated content in an Integrated Marketing Communication Strategy Krida, Graha Wira; Ariani, Nafiah
Journal of Finance and Business Digital Vol. 3 No. 4 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jfbd.v3i4.12849

Abstract

Natuna faces unilateral claims from foreign countries, limited digital infrastructure, and low public participation in building strategic narratives to strengthen public awareness and support sustainable territorial sovereignty. This study wants to find out how User-Generated Content (UGC) can be integrated into an integrated marketing communication strategy (IMC) to increase public awareness and build a strategic narrative that supports Natuna's sovereignty. The purpose of this study is to analyze the role of UGC in modern integrated marketing communication (IMC) strategies, and identify its success factors, UGC-based IMC models to promote Natuna's sovereignty. This research uses integrated marketing communication theory (IMC) to create consistent messaging across different platforms and UGC concepts to increase engagement and authentic narratives in strategic campaigns.
Elaboration Likelihood Model (ELM) As Interpersonal Communication in Persuading Consumers in the Era of Disruption KAROLINE, Rince; SUNARTO, Sunarto; JAMALULLAI, Jamalullail; ARIANI, Nafiah
International Journal of Environmental, Sustainability, and Social Science Vol. 4 No. 4 (2023): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v4i4.657

Abstract

The disruption era is a phase of the marketing concept that combines online and offline interactions between companies and consumers; both have their respective roles and complement each other. PT Honda Maju Mobilindo uses offline and online methods to sell its products. Personal selling is one of PT Honda Maju Mobilindo's most dominant offline methods to support promotional activities. Honda vehicles are included in the high-involvement product category, so human-to-human contact is needed to deliver messages to potential customers. This study uses the Elaboration likelihood model (ELM) with route central and peripheral route dimensions to analyze research problems. This research uses a mixed method with a postpositivism paradigm, a type of case study research, and data collection techniques using observation, interviews, documentation, and questionnaires. Data analysis techniques use the Miles & Huberman model. The results showed: that Honda consumers took the central route when processing received messages. The novelty in this research is the Elaboration model of the central route of automotive products in the era of disruption, which is the suitable communication model for promoting automotive products by combining online and offline interactions. In the era of technology, properly implementing promotional activities is not enough to be done online. However, offline methods are needed to ensure that consumers receive satisfactory service for purchased products.
Overcoming the Challenges of Globalization: Review of the McDonald's Indonesia Brand in Adapting Communication Messages for Local Markets Prasetio, Arie; Ariani, Nafiah
Lingkar Studi Komunikasi (LISKI) Vol 11 No 2 (2025): SEPTEMBER 2025
Publisher : Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/liski.v11i2.8917

Abstract

This study explores the role of Integrated Marketing Communication (IMC) in McDonald's Indonesia and its impact on brand equity, consumer engagement, and market competitiveness. Given Indonesia’s diverse cultural landscape and rapidly evolving digital economy, McDonald's has implemented localized IMC strategies to enhance its market presence. By integrating traditional and digital media, McDonald's ensures message consistency across television advertisements, social media campaigns, and influencer collaborations. Findings indicate that localized menu offerings, such as Nasi Uduk McD and Ayam Spicy McD, have strengthened McDonald’s emotional connection with Indonesian consumers. Additionally, TikTok challenges and KOL (Key Opinion Leader) partnerships have amplified brand awareness and consumer interaction. These strategies align with the growing consumer preference for authentic, culturally relevant experiences, reinforcing IMC’s effectiveness in bridging global branding with local relevance. Furthermore, McDonald's adapts CSR initiatives such as environmental sustainability programs and Ramadan campaigns, mirroring consumer values and fostering brand loyalty. Comparative studies with local brands, like HokBen, suggest that McDonald's ability to align its messaging with Indonesian values provides a competitive advantage against both global and domestic competitors. The study concludes that IMC plays a critical role in McDonald's success in Indonesia, emphasizing the necessity of continuous adaptation to cultural and digital trends. Future research should explore long-term consumer behavior patterns and the effectiveness of emerging digital marketing innovations to further enhance McDonald's local engagement strategies.
Implementation of the Laong Pantar Model in Village Government Implementation in Sumbawa Regency HARYADI, Sofyan; WIDANINGSIH, Titi; ARIANI, Nafiah; KHOLIl, Kholil
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 6 (2025): International Journal of Environmental, Sustainability, and Social Science (Nov
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i6.1679

Abstract

The high intensity of formal communication, Laong Pantar communication between village political elites, the community results in a decrease in trust. A high level of uncertainty in a relationship causes a decrease in the level of intimacy of the communication content, resulting in a high level of reciprocity (feedback). (West & Turner: 2013: 150). Someone feels uncomfortable in a relationship because they feel they are not part of the group members Gudykunts and Kim (2003). Trying to find a way out to develop a new concept or communication model. How to apply the Laong Pantar model in the implementation of village government in Sumbawa district. What are the motives for understanding and disagreement within the village political elite and the community regarding the discourse of implementing Laong Pantar. Which is more dominant between santripetal motives and santrifugal motives within the political elite and the community regarding the discourse of implementing Laong Pantar in the implementation of village government. This type of research is descriptive qualitative, natural observation, Data collection uses observation, in-depth interviews, structured interviews and documentation. The results of the study show that the Laong Pantar implementation model desired by the political elite and the community is the elaborative final communication model. The motives for disagreement among political elites are habitual or accustomed to formal communication. This is due to a decline in trust in one's own culture, along with increased workload and political motives.
Co-Authors Arie Prasetio Azalea Abril Hermanto Bunga Feby Nabilla Dwinanto Kurniawan HARYADI, Sofyan Hilda Yunita Wono JAMALULLAI, Jamalullail KAROLINE, Rince Kholil Kholil Krida, Graha Wira Sunarto Sunarto Widaningsih, Titi