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All Journal Jurnal Studi Komunikasi Jurnal Cendekia Ilmiah
Nurfitriandra, Utari
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Penerapan Integrated Marketing Communication dalam Industri Perfilman di Indonesia Nurfitriandra, Utari; Naushaba, Wulan
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 3: April 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i3.8343

Abstract

This research discusses the application of Integrated Marketing Communications (IMC) in the Indonesian film industry through a case study of Sinemaku Pictures. The results show that Sinemaku Pictures implements an integrated marketing strategy that includes advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, online and social media marketing, mobile marketing, and personal selling. The combination of these elements creates a comprehensive strategy that not only increases awareness of the films produced, but also builds an emotional bond with the audience. Sinemaku Pictures utilizes advertising on social media, sales promotion through collaborations, and events and experiences such as premiere events to deliver a more personalized viewing experience. Public relations is also maximized through press screening and strategic relationships with the media to ensure positive exposure for the films. This approach not only attracts audience attention, but also reinforces Sinemaku's identity as a production house that supports young filmmakers and local works. This innovative marketing strategy makes the audience not just consumers, but also part of Sinemaku's creative journey. The findings of this research suggest that Sinemaku's implementation of IMC can serve as a model for the Indonesian film industry in facing increasingly complex and competitive marketing challenges, as well as strengthening the position of local films.
The Exploring emotional factors behind brand loyalty among taxi users in Jakarta Boer, Rino Febrianno; Nurfitriandra, Utari
Jurnal Studi Komunikasi Vol. 9 No. 2 (2025)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v9i2.10062

Abstract

study explored how Bluebird, a leading legacy taxi brand in Indonesia, sustains customer loyalty amidst the rise of digital ride-hailing services. Facing digital disruption, Bluebird’s strategy of blending tradition with innovation provides valuable insights into how established brands can adapt to a rapidly evolving market. a combination of statistical modelling and path analysis grounded in Katz’s Uses and Gratifications Theory, the study distributed structured questionnaires to 251 purposively selected respondents specifically individuals who has used Bluebird taxi services at least three times in the past three months in Jakarta to capture constructs such as sensory and affective experience, emotional attachment, brand satisfaction, and brand love. Statistical modelling via SmartPLS 3.0 and path analysis revealed that while brand experience significantly influences brand loyalty, brand satisfaction does not have a direct effect. Instead, emotional attachment and love mediate this relationship, with through the indicator of sustain commitment, where respondents showed a strong sense of belonging to the brand. These findings highlight that in a highly competitive urban mobility market, functional satisfaction is no longer sufficient; emotional connection is key. Practical strategies such as loyalty programs, driven marketing, and brand storytelling are recommended to enhance customer retention.
Co-Authors Boer, Rino Febrianno Naushaba, Wulan