PERAN IMC DALAM PEMILIHAN MOMMILK MANAHAN SOLO SEBAGAI PILIHAN KUNJUNGAN KONSUMEN
Endang Sri Purwaningsih(1*), Dian Purworini(2), Dian Purworini(3)(1) Universitas Muhammadiyah Surakarta
(2)
(3)
(*) Corresponding Author
Abstract
This study is to explore the IMC activity conducted by Mommilk Manahan Solo in attracting consumen interest. The research was conducted in Mommilk restaurant, Surakarta city. The quantitative descriptive methodology arranged to support the study while the measurement scale used Likert scale. The sample of this study was Mommilk costumers. The questioners were distributed to gauge the IMC activity, which can be devided into three specific factors; promotion and direct sell, public relation, and advertisement. In the outline of factors are the variables that influence the customers in selecting Mommilk as a preference. The result shows that the IMC activity is positively influence costumers to choose Mommilk as a preference. This study finds that several actions taken by the restaurant management successfully influenced the customers to choose Mommilk instead of others restaurants. Those actions become refence for the management to develop the service in order to attract the costumers.
Full Text:
PDFReferences
Ansari Chaharsoughi, Shahriar and Shahriar Ansari Chaharsoughi. 2011. “The Affect Of Sales Promotion On Consumer Interest To Purchase In IKCO Automotive Company.” Journal of Knowledge Management, Economics and Information Technology 1(4):1–17.
Bilal, Muhammad, Rashid Saeed, Bilal Naeem, and Uzma Naz. 2013. “Integrated Marketing Communication : A Review Paper.” Interdisciplinary Journal of Contemporary Research in Business 5 (5)(September):124–33.
Dewhirst, Timothy and Brad Davis. 2005. “Brand Strategy and Integrated Marketing Communication (IMC).” Journal of Advertising 34(4):81–92. Retrieved (http://esc-web.lib.cbs.dk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=19426718&login.asp&site=ehost-live&scope=site).
Dimyati, Mohamad. 2015. “The Role of Customer Satisfaction in Mediating Marketing Communication Effect on Customer Loyalty.” Journal of Arts 75(41):75–88. Retrieved (http://dx.doi.org/10.18843/rwjasc/v6i4).
Ed. Fedwa Malti-Douglas. Vol. 1. Detroit: Macmillan Reference USA, 2007. p17-23. COPYRIGHT 2007 The Gale Group. 2007. “Advertising.” 17–23.
Fitzpatrick, Kathy R. 2005. “The Legal Challenge of Integrated Marketing Communication (IMC): Integrating Commercial and Political Speech.” Journal of Advertising 34(4):93–102. Retrieved (http://www.tandfonline.com/doi/abs/10.1080/00913367.2005.10639205).
Grove, Stephen, Les Carlson, and Michael Dorsch. 2007. “Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads Across Product Type and Time.” Journal of Advertising 36(1):37–54.
Kurnia, Dita. 2010. “Pengaruh Iklan Dan Word Of Mouth (WOM) Terhadap Minat Beli Mahasiswa Universitas Negeri Padang Atas Kartu Perdana IM3.” Fakultas Ekonomi Universitas Negeri Padang (1):1–9.
Madhavaram, Sreedhar, Vishag Badrinarayanan, and Robert E. McDonald. 2005. “Integrated Marketing Communication (Imc) and Brand Identity As Critical Components of Brand Equity Strategy.” Journal of Advertising 34(4):69–80. Retrieved (http://ezproxy.csu.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=ufh&AN=19426715&site=ehost-live).
Newman, Barnard H. 2015. “s.” Retrieved (http://www.entrepreneur.com/encyclopedia/public-relations).
Purworini, Dian and Arif Sugiyanti. 2012. “Motif Personal Branding Mahasiswa UMS Di Facebook.” Journal of 4(9):1–11.
Stammerjohan, C., C. M. Wood, Y. M. Chang, and E. Thorson. 2005. “An Empirical Investigation of the Interaction between Publicity, Advertising, and Previous Brand Attitudes and Knowledge.” Journal of Advertising 34(4):55–67.
Styawan, Muhammad Adhi. 2016. “Pengaruh Citra Merek, Kualitas Produk, Dan Promosi Terhadap Kepuasan Konsumen. Studi Pada Kedai Ssus Mommilk di Solo.”
Suryani, Fitria Listie and and Ch. Heni Dwi Suwarti. 2014. “Instagram dan Fashion Remaja.” 1–20.
Wang, Yu‐Ju, Chihkang (Kenny) Wu, and Jingxue (Jessica) Yuan. 2009. “The Role of Integrated Marketing Communications (IMC) on Heritage Destination Visitations.” Journal of Quality Assurance in Hospitality & Tourism 10(3):218–31.
Shimp, A. T. (2014). Komunikasi Pemasaran Terpadu. (Muhammad Masykur, Ed.) (8th ed.). Jakarta Selatan: Salemba Empat.
Morissan. (2010). Periklanan (1st ed.). Jakarta: Kencana Prenada Media Group.
Mulyana, D. (2010). Ilmu Komunikasi. Bandung: PT. Remaja Rosdakarya.
Sugiyono. (2010). Statistika untuk Penelitian. Bandung: Alfabeta.
Kriyantono, R. (2010). Teknik Praktis Riset Komunikasi (1st ed.). Jakarta: Kencana Prenada Media Group.
McQuail, D. (2011). Teori Komunikasi Massa (versi 2). Jakarta: Salemba Humanika.
http://e-resources.perpusnas.go.id:2071/docview/1625987199/7D96213563C42A2PQ/1?accountid=25704
http://www.cnnindonesia.com/teknologi/20150326141025-185-42076/jumlah-pengguna-twitter-di-indonesia-akhirnya-terungkap/
http://e-resources.perpusnas.go.id:2071/docview/1492818538/B98A241C997E450CPQ/12?accountid=25704
http://e-resources.perpusnas.go.id:2071/docview/444319193/D8ADFEE0E6B74C01PQ/3?accountid=25704
Article Metrics
Abstract view(s): 3599 time(s)PDF: 1925 time(s)
Refbacks
- There are currently no refbacks.
