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All Journal Jurnal Komunikasi Pembangunan Buletin Penelitian Sosek Journal of Humanities and Social Studies Media Bahasa, Sastra, dan Budaya Wahana Jurnal Profetik Jurnal Penelitian Sosial Ilmu Komunikasi JURNAL MANAJEMEN PENDIDIKAN International Journal of Engagement and Empowerment (IJE2) Jurnal Pemberdayaan Masyarakat Warta LPM Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya CommLine
Layung Paramesti Martha
Universitas Pakuan
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Analisis Strategi Komunikasi Pemasaran Terpadu Bioskop Platinum Cineplex Cibinong Square Dalam Menarik Minat Menonton Di Tengah Maraknya Video Streaming Maulana, Egy Gilang; Martha, Layung Paramesti; Kusumaninngtias, Intan Tri
CommLine Vol 7, No 2 (2022)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v7i2.1348

Abstract

The phenomenon of closing cinemas during the Covid-19 pandemic changed the kebiasaans of some people in watching films. In the current new normal era, cinemas are gradually recovering to attract interest in watching amidst the rise of video streaming. This study aims to analyze the marketing communication strategy using Integrated Marketing Communication (IMC) at the Platinum Cineplex Cibinong Square cinema in attracting interest in watching amidst the rise of video streaming and to find out what obstacles and solutions are encountered in implementing the integrated marketing communication component. This research combines emic and etic perspectives. The data collection technique in this study was by conducting in-depth interviews, field observations, and checking the validity of the data using source triangulation.. The results in this study indicate that the integrated marketing communication strategy at the Platinum Cineplex Cibinong Square cinema in attracting interest in watching amidst the rise of video streaming uses eight promotion mix components, namely, (1) direct marketing, (2) sales promotion, (3) public relationss, (4) personal selling, (5) advertising, (6) word of mouth marketing, (7) events and experiences, (8) interactive marketing.
Co-Authors ., Hafzotillah Amiruddin Saleh Andiningtia, Siti Nur Mustari Ane Sajahwa Arie Ardiwijaya Aryanto Pratama Asep Saepulrohman Ayunita Nur Kamila Budiana, Sandi Danang Prasetyo, Danang Danil Sabilah David Rizar Nugroho Dimas Agung Laksono Raharjo Dwi Rini Sovia Firdaus Eka Suhardi Fahmi Indra Wajdi Fierda Ayu Utami Hafzotillah Imani Satriani Indriani, Rini Sri Intan Tri Kusumaningtias Irma Suci Adiyasa Kusumaninngtias, Intan Tri Leny Heliawati Maulana, Egy Gilang Maya Aurellia Permanasari N. Nurjanah Nazilah, Siti Nurfauziyyah, Sifa Oding Sunardi Parlaungan Adil Rangkuti Prasetyo Adinugroho Putri Nabila Adinda Adriansyah Qamila Arianti Luthfindani Roni Jayawinangun Sardi Duryatmo SATA YOSHIDA SRIE RAHAYU Setiawati Sulaeman, Fietri Tarmin Abdulghani Tiara Puspanidra Trini Handayani Wiranta Yudha Ginting Yogaprasta A Nugraha Yudhie Suchyadi Yuli Wahyuni Yusup, Muthia Khairunnisa Putri