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Ni Putu Intan Permatasari
Universitas Pendidikan Nasional
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Peran Komunikasi Pemasaran dalam Penerapan Strategi Marketing Mix 7P pada Usaha Rental Alat Berat Gusti Agung Ayu Made Listya Mahadewi; Ni Putu Intan Permatasari
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 1 (2026): Maret: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i1.9475

Abstract

This study aims to analyze the role of marketing communication in the implementation of the 7P marketing mix strategy at the heavy equipment rental business CV. Dana Karya. Effective marketing communication is considered crucial in building customer loyalty, enhancing service quality, and strengthening the company’s position in a competitive market. The research used a qualitative approach, collecting data through in-depth interviews with 7 informants, including 2 primary informants and 5 supporting informants, as well as direct observation of the company’s operations. The analysis was conducted by linking field findings with the theory of Integrated Marketing Communication (IMC) and the 7P marketing mix concept, covering Product, Price, Place, Promotion, People, Process, and Physical Evidence. The results show that personal communication through WhatsApp, telephone, and direct interaction (Personal Selling) is the most effective channel for building long-term customer relationships, while Word of Mouth (WOM) serves as a natural promotion that enhances the company’s credibility. The application of the 7P marketing mix strategy supports service quality, where People, Process, and Physical Evidence significantly contribute to customer satisfaction. In addition, flexible pricing and the excellent condition of heavy equipment units serve as key differentiators compared to competitors. The study concludes that integrating marketing communication with the 7P marketing mix consistently can increase customer loyalty, service satisfaction, and business sustainability of CV. Dana Karya, with recommendations to strengthen digital promotion and develop a customer relationship management (CRM) program to expand market reach and retain loyal customers.
Komunikasi Persuasif Duta Hijab: Penguatan Eksistensi Ajang Putri Hijab Bali Nabila Baihaqi; Ni Putu Intan Permatasari
Meyarsa: Jurnal Ilmu Komunikasi dan Dakwah Vol. 6 No. 2 (2025): Meyarsa Jurnal Ilmu Komunikasi dan Dakwah
Publisher : Universitas Islam Negeri Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19105/meyarsa.v6i2.22866

Abstract

The existence of the Putri Hijab Bali pageant as a space for Muslim women’s empowerment is closely tied to the effectiveness of the persuasive communication carried out by the Hijab Ambassadors. In the multicultural society of Bali, the ability to convey messages appropriately becomes an essential factor in maintaining the pageant’s image and relevance. This study aims to analyze the persuasive communication strategies of the Hijab Ambassadors, the role of credibility in message delivery, and its impact on the social existence of the pageant. This research employs a descriptive qualitative approach through in-depth interviews, observations, and documentation. The findings indicate that the Hijab Ambassadors utilize a combination of central and peripheral persuasive routes by emphasizing message quality, visual branding, and digital interaction. Credibility, which includes expertise, trustworthiness, and behavioral consistency, proves to enhance audience acceptance of the messages delivered. The impact of persuasive communication is reflected in increased public awareness, strengthened positive imagery of Muslim women in Bali, and greater community participation in pageant activities. Thus, persuasive communication plays a significant role in maintaining the existence of the Putri Hijab Bali pageant through adaptive message strategies and effective use of digital media.
Co-Authors Aprilia Wardani Cok Istri Agung Sri Wulandari Dwi Oktaviani Gusti Agung Ayu Made Listya Mahadewi I Kadek Dony Suantika Made Ruchita Wardani Maila Putri Kirana Mazarello Maria Luz D Jesus Assuncao Nabila Baihaqi Ni Luh Made Gayatri Maharani Hartantya Ni Nyoman Sri Wisudawati Ni Putu Hana Intan Pratiwi Ni Putu Yunita Anggreswari