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Ido Prijana Hadi
Communication Science Department Petra Christian University
Social Sciences

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Marketing Communication Strategy at Fashion Company "X" During a Pandemic Covid-19 Jerry Indrawan; Felicia Goenawan; Ido Prijana Hadi
Journal of Content and Engagement Vol 1 Issue 1 (2023): April 2023
Publisher : Communication Science Department - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.1.65-83

Abstract

This research was conducted to find out how the marketing communication strategy was carried out by fashion company "X" during the Covid-19 pandemic. In its marketing communication strategy, fashion company "X" has the goal of increasing sales of the products sold by fashion company "X". In achieving this goal, the fashion company "X" uses the AIDA model (Action, Interest, Desire, Action) to classify a person's phases in knowing a brand and taking action and using the elements in integrated marketing communication (IMC) to analyze strategy marketing communications used by fashion company "X". This type of research is descriptive qualitative. And using the case study method as well as in collecting data using interview techniques. In delivering its marketing communication strategy, fashion company "X" uses several online media according to their target market. In addition, they also use live shopping techniques. and the latter uses the data of every customer who purchases at their company to offer the latest products from fashion company "X". The results of this study are used to determine marketing communication strategies at the fashion company "X" during the Covid-19 pandemic and the latter uses the data of every customer who purchases at their company to offer the latest products from fashion company "X". The results of this study are used to determine marketing communication strategies at the fashion company "X" during the Covid-19 pandemic and the latter uses the data of every customer who purchases at their company to offer the latest products from fashion company "X". The results of this study are used to determine marketing communication strategies at the fashion company "X" during the Covid-19 pandemic
Effectiveness of #FeelThePower Campaign Message on the Followers of Azarine Cosmetic’s Instagram Account Auryn Nathania Soputra; Astri Yogatama; Ido Prijana Hadi
Journal of Content and Engagement Vol 1 Issue 1 (2023): April 2023
Publisher : Communication Science Department - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.1.18-32

Abstract

Effectiveness can be interpreted as the result or influence that arises from a communication process, namely attitudes, behavior, and responses from a communicant whether desired or not desired. The purpose of this research is to find out the effectiveness of the #FeelThePower campaign message for Azarine cosmetic Instagram followers which aims to make customers feel the power that comes from Azarine's ingredients and inner strength to stay confident and always give the best for yourself. This campaign is carried out by launching new products and collaborating with Disney Marvel. Measurement of effectiveness is carried out using the AIDA measurement method (Attention, Interest, Desire, Action). Data was collected by distributing questionnaires to 100 respondents using a purposive sampling technique. Based on research results, the message of the #FeelThePower campaign is categorized as effective. Of the four indicators, the attention stage has the highest mean value, which means that the respondent's attention to the campaign message is the highest compared to other indicators.
Co-Authors Astri Yogatama Auryn Nathania Soputra Felicia Goenawan Jerry Indrawan