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All Journal Journal of Economic, Bussines and Accounting (COSTING) Marketgram Journal
Fany Mulyono
Institut Manajemen Wiyata Indonesia
Economics, Econometrics & Finance Social Sciences

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INTEGRATED MARKETING COMMUNICATION: HOW IMC METHOD BUILD A BRAND EQUITY: KOMUNIKASI PEMASARAN TERPADU: BAGAIMANA METODE IMC MEMBANGUN EKUITAS MEREK Andi Nurul Habibah; Fany Mulyono; Ce Gunawan
Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (259.155 KB)

Abstract

Facing increasingly competitive competition, companies are required to be more innovative to developing the corporate image of the products that will be created in order to compete with competitors. In this literature it will be known that every form of marketing communication activity will always aim to contribute to brand equity and drive sales. To produce effective communication, it takes more than just marketing communication tools that have been used so far. This concept became the idea for creating a marketing strategy known as IMC (Integrated Marketing Communication). This literature will also explain how much influence the use of the right IMC strategy and variant has on the effectiveness of the message conveyed in increasing a company's brand equity. Because for companies, high brand equity will provide competitive advantage.
ANALISIS SOSIAL EXCHANGE: STUDI DESKRIPTIF TERHADAP CARE WORKER KABUPATEN SUKABUMI DI JEPANG DALAM MENJAGA KOMUNIKASI MENGGUNAKAN MEDIA WHATSAPP Fany Mulyono
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.13249

Abstract

Penelitian ini bertujuan untuk menganalisis pola social exchange yang terjadi melalui media komunikasi digital, khususnya WhatsApp, antara Care Worker asal Kabupaten Sukabumi yang bekerja di Jepang dengan keluarga mereka di tanah air. Dengan studi kasus, penelitian ini menggali bagaimana Care Worker dan keluarga mereka menilai pengorbanan dan imbalan dalam interaksi sosial melalui WhatsApp, serta bagaimana teknologi ini memediasi pertukaran sosial yang mencakup dukungan emosional, finansial, dan informasi. Data dikumpulkan melalui wawancara mendalam dan analisis konten percakapan WhatsApp. Hasil penelitian menunjukkan bahwa social exchange yang dilakukan melalui WhatsApp memperkuat ikatan sosial dan emosional, serta meningkatkan keterikatan dan dukungan sosial antara Care Worker dan keluarga mereka. Kesimpulannya, WhatsApp berfungsi sebagai alat penting dalam menjaga hubungan sosial yang positif dan bermakna di tengah keterbatasan geografis.
Co-Authors Andi Nurul Habibah Ce Gunawan