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Moh. Agung Surianto
Universitas Muhammadiyah Gresik
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Journal : Jurnal Mahasiswa Manajemen

 1 
Analisis Analisis Strategi Implementasi Integrated Marketing Communication Di PT BPW Shafira Lintas Semesta Lestari, Mita Dwi; Surianto, Moh Agung
Jurnal Mahasiswa Manajemen Vol 4 No 01 (2023): Jurnal Mahasiswa Manajemen
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/mahasiswamanajemen.v4i01.6523

Abstract

Background – The use of integrated marketing communication strategies has become increasingly important in today's business world to achieve consistent and effective communication goals. PT. BPW Shafira Lintas Semesta conducted this research to analyze the implementation strategy of integrated marketing communication they utilize. In the complex business environment, understanding how various marketing elements interact with each other can be a key to success. Aim – The objective of this research is to analyze the implementation strategy of integrated marketing communication conducted by PT. BPW Shafira Lintas Semesta. This study aims to gain insights into how the company combines various elements of marketing communication in their efforts to achieve their business goals. Design / Methodology / Approach – This research employs a qualitative approach, collecting data through interviews and observations at PT. BPW Shafira Lintas Semesta. The collected data is then analyzed using the Miles and Huberman interactive analysis model. The qualitative approach is used to gain in-depth understanding of the integrated marketing communication strategy implemented by the company. Findings – The results of this research indicate that PT. BPW Shafira Lintas Semesta employs an integrated marketing communication model involving various elements such as advertising, sales promotion, events and experiences, public relations and publicity, online marketing and social media, direct and data-based marketing, as well as personal selling. This integrated approach provides insights into how the company coordinates various communication aspects to achieve their marketing goals. Research Implications – The findings of this research could have significant implications for other companies looking to adopt integrated marketing strategies. This study can provide insights into how to organize and manage various marketing elements to mutually support each other and generate a greater impact. Limitations – This research has several limitations, such as its focus on only one company (PT. BPW Shafira Lintas Semesta) and the use of qualitative methods that may not allow for broad generalizations. Additionally, the study is constrained by time and resource availability.
Co-Authors Abdullah, Mochammad Hasani Abdurrahman Faris Indriya Himawan Achmad Ivan Dwi Putra Achmad Ivan Dwi Putra Achmad Ivan Dwi Putra Achmad Noorman Setiawan Adiyaksa, Devlin Damara Ahmad Mufarikuddin Ahmad, Nur Khalidah Al Kusani Al Kusani Aldila Anggun Kinanti Amalia Farista Devi, Hildha Andhifa Eka Putri Andriani, Tiara Ayu Anni Saur Rosida Maris Aprilia Naili Salsabila Ardhana, Muchammad Rafly Arifin, Moch Zainul Asa Prasetya Indraswara Asep Saepulloh Asy’ari Ma’ruf Ayu Balqis Salsabilah Ayu Muchlisa, Nanda Briliyan Putri Cintiya Wati Dedi Kadhafi Della Puspita Sari Dewi Nafisah, Dewi Dwi Irma Ningtias Dwi Putra, Achmad Ivan Eva Desembrianita Evi Shofia Nandini Fachri Ramadhan Fahmi Sholeh Aldimiyyathi Fahrudin, Muhammad Fikri Faradilla Indah Wahyu Putri Fawwaz, Satria Akbar Firdaus, Muhammad Feziv Fitria Wulandari Hidayatul Fauzia Hidayatullah, M. Iqbal Hildha Amalia Farista Devi Ifa Dimiyati Khasanah Ika Diah Saputri Ika Risky Nurfadilah Ikhwan Hadi, Mukhamad Ilham Amani Nurfi Indah Wahyu Putri, Faradilla Indro Kirono Irma Ningtias, Dwi Ivan Dwi Putra, Achmad Joyosumo, Elvira Maharani Khasanah, Ifa Dimiyati Laily Hanifah Lestari, Dian Ayu Lestari, Mita Dwi M Alifudin Al Islami M. Vicky Hadi Siswanto Maulidia Fathinul Isy K Mega Aulia Rahmi Moch Zainul Arifin Mohammad Mashudy Muhamadin, Rilo Chandra Muhammad Fatihkul Umam Muhammad Hamas A Muhammad Rosyihuddin Mukhamad Ikhwan Hadi Mukhammad Alfan Abdillah Nanda Ayu Muchlisa Nikmatul Liizzah Novita, Donna Ari Nur Cahyadi Nur Lailatul Rizqiyah Nurjannah, Alfida Ordy Valentino Pahlawan, Ilham Arifin Patrisya Rosalina Prayudi Harianto Putri, Wahyu Thahara Kusumaning Rahmat Agus Santoso Rivaldy Raihan Syams Rizky Abi Fahriantama Romadhon, Harits Rosalina, Patrisya Sapto Rahardjo Senja Clara Santi Septia, Mauliya Tahta Setiya Wati, Intan Shabara, Fidina Binta Shelvira Devi Arianda Edy Putri Shinta Nuriyah Sigit Suhartono Silfiyyatur Rifqiyyah Suaibatul Aslamiyah Suhartono, Sigit Surya Yetni Susilowati*, Endang Syaikhur Rohman Tarisa Eka Syafitri Tiara Khoerunnisa Tita Hayuning Sukma Umaimah Umaimah Umaimah, Umaimah Ummu Lisa’ada Veronica, Ellisa Putri Weni, Chintya Ayu Panglipur Wenti Krisnawati