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All Journal Sketsa Bisnis Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Grace Heidy Jane Amanda Wattimena
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Strategi Komunikasi Pemasaran Terpadu Produk “Kopi Kenangan” Grace Heidy Jane Amanda Wattimena

Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v11i1.4550

Abstract

Abstract This article aims to show the application of Integrated Marketing Communication (IMC) in the context of Kopi Kenangan, a popular coffee company in Indonesia. IMC is an approach that integrates various marketing and communications elements to achieve consistent and effective goals. The research approach uses qualitative with qualitative descriptive methods. The research results show that the implementation of IMC has made Kopi Kenangan successful in creating a well-coordinated marketing strategy, starting from branding, promotions, to communication with customers. This article analyzes the IMC elements used by Kopi Kenangan, including the use of social media, advertising, sponsorship, and integrated communication strategies. This shows how important IMC is in creating consistent messages and influencing customer perceptions, as well as an effective strategy for building and expanding the consumer base in the coffee industry. Abstrak Artikel ini bertujuan untuk menunjukkan penerapan komunikasi pemasaran terapdu atau Integrated Marketing Communication (IMC) dalam konteks Kopi Kenangan, sebuah perusahaan kopi yang populer di Indonesia. IMC adalah pendekatan yang mengintegrasikan berbagai elemen pemasaran dan komunikasi untuk mencapai tujuan yang konsisten dan efektif. Pendekatan penelitian menggunakan kualitatif dengan metode deskriptif kualitatif. Hasil penelitian menunjukkan bahwa penerapan IMC telah membuat Kopi Kenangan telah mampu menciptakan strategi pemasaran yang terkoordinasi dengan baik, mulai dari branding, promosi, hingga komunikasi dengan pelanggan. Artikel ini menganalisis elemen-elemen IMC yang digunakan oleh Kopi Kenangan, termasuk penggunaan media sosial, iklan, sponsorship, dan strategi komunikasi yang terpadu. Hal ini menunjukkan betapa pentingnya IMC dalam menciptakan pesan yang konsisten dan mempengaruhi persepsi pelanggan, serta strategi yang efektif untuk membangun dan memperluas basis konsumen di industri kopi.
Sinergi SEO dan Hubungan Masyarakat di Era Digital: Studi Kualitatif Pada Praktik Industri E-Commerce Grace Heidy Jane Amanda Wattimena; Akhmad Edhy Aruman; Dendy Muris
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 8 No 4 (2024): OCTOBER-DECEMBER 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v8i4.3062

Abstract

The digital era has significantly transformed the media and Public Relations (PR) landscape, particularly within the e-commerce sector, with Search Engine Optimization (SEO) emerging as a crucial factor in determining online visibility. This qualitative research examines the synergy between SEO and PR, focusing on how it enhances brand reach and reputation. The findings demonstrate that achieving a dominant position on the first page of search results not only influences user behavior but also plays a vital role in digital marketing strategies. Furthermore, the study highlights how SEO has evolved into a fundamental component of PR practices, enhancing organic search rankings for press releases and other communication materials. Through a comprehensive analytical approach, this research illustrates that integrating SEO into PR not only increases web traffic and revenue potential but also contributes strategically to shaping a compelling narrative for media outlets, thereby improving brand credibility. This study offers valuable insights into the evolving dynamics of the e-commerce industry, highlighting the importance of responsible and ethical strategies in fostering a sustainable relationship between PR and mass media in the digital age
Co-Authors Aruman, Akhmad Edhy Muris, Dendy