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"Penelitian ini menguraikan proses Evaluasi Perencanaan IMC pada Proyek Kontroversial dimana terjadinya polemik di masyarakat terhadap Proyek Kereta Cepat yang baru akan beroperasi pada 2019 sebagai sarana transportasi massal modern. Penelitian ini bertujuan untuk mengetahui bagaimana penyusunan perencanaan dan implementasi IMC pada konsep public relation dan interactive marketing di proyek kontroversial Kereta Cepat serta program IMC yang mana yang tepat dan efisien untuk dijalankan pada proyek tersebut. Penelitian ini menggunakan metode kualitatif deskriptif yang meneliti kasus pada perusahaan Joint Venture PT KCIC antara Konsorsium BUMN dan Konsorsium Cina yang menjalankan semua bentuk program komunikasi pemasaran terpadu dari Proyek Kereta Cepat. Hasil penelitian menguraikan program IMC dimulai dari perencanaan sasaran sampai dengan implementasi mendukung tercapainya perubahan sikap positif pada target market.

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This study describes Evaluation Planning of IMC for the Controversial Project in the community where the polemic against the High Speed Railway Project that will operate optimally in 2019 as a modern mass transportation. This study aims to determine how the preparation of the planning and implementation of IMC on the concept of public relations and interactive marketing in the controversial project of HSR and IMC which are appropriate and efficient to run the project.

This study uses descriptive qualitative method that examines case in Joint Venture Consortium between Chinese Consortium and SOEs consortium PT KCIC that runs all forms of integrated marketing communications program of HSR Project. The research result describes IMC from the planning stage to the implementation of targets that support the achievement of a positive change in attitude on the target market."

"Analisis Situasi1. Industri manufaktur di Indonesia merupakan salah satu sektor yang berpengaruh terhadap pertumbuhan ekonomi negara2. Pada tahun 2025, industri manufaktur di Indonesia ditargetkan untuk masuk dalam kategori kelas dunia yang didukung oleh sumber daya produktif3. Tingkat permintaan akan pipa PVC masih cukup tinggi di tengah kesulitan ekonomi akibat dari virus Covid-19 yang makin menyebarluas4. PT. Wahana Duta Jaya Rucika memulai debutnya di bidang industri pipa pada tahun 1973 dan dianggap menjadi pioner merk pipa di Indonesia5. PT. Wahana Duta Jaya Rucika memiliki reputasi yang baik di mata perusahaan-perusahaan internasional, sehingga banyak dari perusahaan-perusahaan tersebut tertarik untuk bekerja sama dengan Rucika6. Materi serta strategi komunikasi melalui media daring yang dilakukan PT. Wahana Duta Jaya Rucika masih tidak dijalankan secara menyeluruh dengan hanya mengandalkan Instagram dan Facebook. Terlebih, engagement yang diterima media sosial Rucika masih tergolong rendah7. Dibutuhkan upaya guna meningkatkan brand equity dari Rucika melalui penerapan metode komunikasi pemasaran terpadu yang maksimal.TujuanMeningkatkan brand awareness dari PT. Wahana Duta Jaya Rucika sebagai bagian rebranding perusahaan untuk menjadi top of mind produsen pipa PVC dan fittingTarget Khalayak Primary:a. Pemilik / Penjaga Toko Bangunanb. Mitra Usaha / Distributorc. Kontraktord. Konsultane. Engineering Secondary:a. End-user / Home ownerb. Millenials (SMK / Pelajar Teknik Lingkungan,Teknik Sipil)Pesan KunciRucika hadir sebagai solusi di setiap aktivitas anda sehari- hari dengan menyediakan produk dan layanan yang bermutuProgramSolusi Kehidupan Anda1. TV Commercial (Rucika Untuk Keluarga Indonesia)2. Social Media Marketing (#KreasiRucika)3. Online Marketing (Affiliate Marketing: Tokopedia)4. Guarantee Program5. Loyalty ProgramJadwalMaret – Oktober 2022AnggaranRp 5,907,064,000 untuk delapan bulanEvaluasiInput: Mengadakan evaluasi terhadap proses pelaksanaan kegiatan berdasarkan linimasa dan rencana editorial yang telah ditentukanOutput: Mengevaluasi hasil dari tiap pelaksanaan program Outcome: Membuat evaluasi untuk mengukur dampak yang dihasilkan dari keseluruhan program yang telah dijalankan.

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Situation Analysis

1. The manufacturing industry in Indonesia is one of the sectors that affect the country's economic growth

2. By 2025, the manufacturing industry in Indonesia is targeted to be included in the world class category supported by productive resources

3. The level of demand for PVC pipes is still quite high in the midst of economic difficulties due to the increasingly widespread Covid-19 virus

4. PT. Wahana Duta Jaya Rucika made its debut in the pipe industry in 1973 and is considered a pioneer of pipe brands in Indonesia

5. PT. Wahana Duta Jaya Rucika has a good reputation in the eyes of international companies, so many of these companies are interested in collaborating with Rucika

6. Materials and communication strategies through media that PT. Wahana Duta Jaya Rucika is still not run thoroughly by relying solely on Instagram and Facebook. Moreover, the engagement received by Rucika's social media is still relatively low

7. Efforts are needed to increase the brand equity of Rucika through the application of the maximum integrated marketing communication method.

Goal

Increase the brand awareness of PT. Wahana Duta Jaya Rucika as part of the company's rebranding to become a top of mind producer of PVC pipes and fittings

Target Audiences

 Primary:

a.Building Shop Owner/Keeper

b.Business Partner / Distributor

c. Contractor

d. Consultant

e. Engineering

 Secondary:

a. End-user / Home owner

b. Millennials (SMK / Environmental Engineering

Students, Civil Engineering)

Key Message

Rucika is here as a solution in your daily activities by providing quality products and services

Program

Your Life Solution

1. TVC Commercial (Rucika For Indonesian Families)

2. Social Media Marketing (#RucikaCreations)

3. Online Marketing (Affiliate Marketing: Tokopedia)

4. Guarantee Program

5. Loyalty Program

Schedule

March – October 2022

Budget

Rp 5,907,064,000 for eight months

Evaluation

Input: Conducting an evaluation of the process of implementing activities based on the timeline and editorial plans that have been determined

Output: Evaluating the results of each program implementation

Outcome: Make an evaluation to measure the impact resulting from the overall program that has been implemented"

"Tugas Karya Akhir ini disusun untuk membahas mengenai kegiatan pemasaran coffee shop yang terletak di daerah pejaten yang bernama Si Cangkir. Tugas Karya Akhir ini berisikan berbagai perencanaan program program dan perencanaan implementasi dari segi integrated marketing communication. Perencanaan program integrated marketing communication ini diharapkan dapat manjadi pemecah masalah yang selama ini dimiliki oleh Si Cangkir dalam kegiatan pemasaran. Penulis menyusu rancangan program integrated marketing communication berdasarkan dari analisis dan data dari kondisi kegiatan pemasaran Si Cangkir. Tugas Karya Akhir ini, memuat strategi komunikasi yang mana penulis menggunakan gabungan antara integrated marketing communication dan proses pembelian dengan model AISAS. Berdasarkan strategi komunikasi yang penulis pilih, penulis akan menggunakan delapan program yaitu Online Submission, Public Relation Package, Sales Promotion, Meet The Creator, Bring Your Old Bottle, Email Marketing, Instagram Ads, dan Si Cangkir Short Movie. Program-program tersebut diharapkan dapat menigkatkan awareness dari Si Cangkir dan memiliki dampak terhadap peningkatan penjualan.

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This Final Project is to explain the marketing activities of a coffee shop located in the Pejaten area called Si Cangkir. This Final Project offers various planning program and This final project proposes marketing activities strategies that can be employed by Si Cangkir, a coffee shop in Pejaten, South Jakarta from the aspect of integrated marketing communication. The proposed integrated marketing communication program is expected to be a problem solver for Si Cangkir in marketing activities. Author draws up the design of the integrated marketing communication program based on the analysis and data from the condition of Si Cangkir's marketing activities. This Final Project contains a communication strategy in which the author uses a combination of integrated marketing communication and the buying process with the AISAS model. Based on the communication strategy that the author chose, author will use eight programs which is Online Submission, Public Relations Package, Sales Promotion, Meet The Creator, Bring Your Old Bottle, Email Marketing, Instagram Ads, and Si Cangkir Short Movie. These programs are expected to increase awareness of Si Cangkir and have an impact on increasing sales."

"ABSTRAKTesis ini mendeskripsikan Program Promosi “Enjoy Jakarta” yang dilakukanoleh Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta dalam upayanyamempromosikan pariwisata di DKI Jakarta. Penelitian ini mendeskripsikanstrategi komunikasi yang digunakan yaitu Integrated Marketing Communication(IMC) pada bauran New Media (Internet) dan Sponsorship. Penelitian ini adalahpenelitian kualitatif dengan desain deskriptif. 2 jenis metode pengumpulan datayaitu data primer dan data sekunder digunakan dalam pengumpulan datapenelitian ini dan metode analisis data dilakukan dengan cara mengolah datayang didapat dari wawancara, data lapangan dan studi pustaka sehingga dapatmemberikan gambaran yang lengkap. Berdasarkan hasil penelitian, penelitimenemukan bahwa Program Promosi “Enjoy Jakarta” di Dinas Pariwisata danKebudayaan Provinsi DKI Jakarta dijalankan di bagian promosi dan tidak adanyabagian humas di struktur organisasi namun ada di kegiatan operasional.Hambatan-hambatan yang dihadapi dalam melaksanakan Program Promosi“Enjoy Jakarta” di Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakartadiantaranya keterbatasan dana dan sumber daya manusia yang kompeten untukmenjalankan program tersebut.

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ABSTRAKThis thesis discuss the Enjoy Jakarta Promotional Program in Jakarta Tourism andCulture Office, in order to promote tourism in DKI Jakarta. This thesis describethe strategy used which is Integrated Marketing Communication, specifically ontwo aspects, New Media (Internet) and Sponsorship. This research was conductedwith descriptive design and was a qualitative design. This research used Twotypes of data collection methods, they are primary data and secondary data andmethods of analysis of data was done by processing data obtained frominterviews, literature studies and field data so as to provide a complete picture.Based on the results of the study, researchers found that Enjoy JakartaPromotional Program was conducted by Promotional Office in Jakarta Tourismand Culture Office and was absence of Public Relations Office in theorganizational structure but exist in operational activities. Constraints faced inexercising the Enjoy Jakarta Promotional Program were budget constraints andcompetent human resources to run the program."

"Penelitian ini dilatarbelakangi dari adanya kegiatan pemasaran yang dilakukan Majelis Rasulullah sebagai komunitas religi dalam memasarkan produk beratribut Majelis Rasulullah pada jamaahnya. Kesamaan dalam agama Islam yang melatarbelakangi terbentuknya komunitas religi Majelis Rasulullah menjadikannya sebagai gambaran dari adanya komunikasi transaksional berupa pertukaran pemahaman akan akidah Islam sebagai sarana dalam menunjang komunikasi Komunikasi Pemasaran Terpadu (IMC) dalam memasarkan produknya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan bersifat deskriptif interpretatif. Informan berjumlah 4 orang yang dipilih secara purposif. teknik pengumpulan data menggunakan wawancara, observasi partisipan, dan studi literatur. Teknik analisis data menggunakan teknik analisis Spreadley dan uji keabsahan data melalui triangulasi sumber. Hasil penelitian menunjukan bahwa IMC pada produk beratribut Majelis Rasulullah yang berkontribusi besar dalam penjualan yakni melalui kegiatan acara (event) dan juga penjualan melalui sistem online dan kendala utamanya tertuju pada perijinan. Komunikasi transaksional yang menunjukan kesamaan latar belakang dan pengalaman dari pihak Majelis Rasulullah dengan jamaahnya terlihat dari adanya kesamaan pada akidah Islam.

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This research is motivated from the marketing activities of Majelis Rasulullah as a religious community to marketed product to its congregation. The similarity in the Islamic religion behind the formation of Majelis Rasulullah communities making it an overview of transactional communication to exchange the understanding of Islamic faith to support the IMC.

This study used a qualitative approach with case study method, and descriptive interpretative as the method nature. The informants are 4 people who selected with purposive sampling. Techniques of data collection used an interviews, participant observation, and literature study. Data analyzed using Spreadley's analysis techniques and data validity through source triangulations.

The results showed that the IMC on the Majelis Rasulullah's product which contribute significantly to the sales through the activities of the event as well as sales through online system and primarily focused on permitting constraints. Transactional communications that show the similarities of background and experience of Majelis Rasulullah with its congregation to the Islamic faith."

"Penulisan ini dilatarbelakangi dengan munculnya Shopee sebagai e-commerce yang menduduki posisi Top of Mind tertinggi menurut MarkPlus Inc pada tahun 2020. Dalam mempromosikan produknya, Shopee menggunakan konsep Integrated Marketing Communication (IMC), salah satunya pada Kampanye “Shopee 12.12 Birthday Sale” tahun 2020. Jurnal makalah ini bertujuan untuk mengulas penerapan konsep IMC pada Kampanye “Shopee 12.12 Birthday Sale” tahun 2020. Hasil kajian menunjukkan bahwa Shopee menerapkan empat saluran komunikasi pemasaran yang tergabung dalam IMC, yaitu 1) Advertising (iklan) yang terdiri dari iklan TV (musik dan stop action), iklan media digital interaktif (Youtube), dan iklan luar ruangan (billboard), 2) Public relations (hubungan masyarakat) yang terdiri dari publikasi sosial media (website, Youtube, Instagram), publikasi media massa (portal berita online), endorsement dan influence (Stray Kids dan GOT7), serta special event (TV show), 3) Sales Promotions (promosi penjualan) yang terdiri dari promo dan games, dan 4) Direct Marketing (pemasaran langsung) yang terdiri dari email blast. Pelaksanaan IMC yang Shopee lakukan dapat dikatakan berhasil karena berhasil menyampaikan pesan merek dengan jelas, konsisten, dan kuat kepada konsumen, meningkatkan kesadaran merek atau brand awareness Shopee, menciptakan pengalaman pada pelanggan melalui konten interaktif, dan membangun citra Shopee. Sedangkan dalam segi penjualan, pelaksanaan IMC yang Shopee lakukan juga berhasil meningkatkan profit Shopee 8 kali lipat dibandingkan tahun 2019.

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This writing is motivated by the emergence of Shopee as an e-commerce with the highest Top of Mind level according to MarkPlus Inc in 2020. When marketing their products, Shopee uses the concept of Integrated Marketing Communication (IMC), including the campaign "Shopee 12.12 Birthday Sale" in 2020. This journal paper aims to discuss the IMC implementation in 2020's "Shopee 12.12 Birthday Sale" campaign. The analysis results proved that Shopee used four channels of marketing communications of the IMC, which are 1) Advertising which consists of TV advertisements (music and stop action), interactive digital media advertisements (Youtube), and OOH advertisements (billboard); 2) Public Relations which consists of social media (website, YouTube, Instagram), mass media publications (online news portal), endorsements and influences (Stray Kids and GOT7), also special events (TV show); 3) Sales Promotions which include promo and games, and 4) Direct Marketing which includes email blast. Shopee's implementation of IMC is considered successful because they conveyed a clear, consistent, and strong brand message to their consumers, increased their brand awareness, created an experience for their consumers through interactive contents, and built Shopee's branding. On the other hand, on the sales side, Shopee's implementation of IMC also successfully raised Shopee's profit eight times higher than the year 2019."

"Penelitian ini membahas mengenai pengaruh strategi integrated marketing communication (IMC) terhadap brand knowledge. Penelitian ini adalah penelitian kuantitatif, dengan responden adalah ibu rumah tangga yang berjumlah 114 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan regresi linier untuk membuktikan hipotesa dalam penelitian ini. Hasil penelitian menunjukkan strategi IMC berpengaruh terhadap pembentukkan brand knowledge (brand awareness dan brand image). Dan dari strategi IMC yang digunakan oleh Nutrisari W'dank, personal selling merupakan dimensi IMC yang mempunyai pengaruh kuat dalam pembentukkan brand awareness, dan sales promotion menjadi dimensi yang memiliki pengaruh besar dalam pembentukkan brand image. Sedangkan e-marketing menjadi dimensi IMC yang tidak memiliki pengaruh dalam pembentukkan brand awareness dan brand image.

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This thesis discusses about the influence of Integrated Marketing Communication strategies toward consumer's brand knowledge. This research use quantitative explanatory design. Respondents are 114 housewife's. This thesis used descriptive statistical analysis and linier regression to prove hypothesis in this research. The finding result of this study shows that IMC strategies have significant influence toward consumer's brand knowledge (brand awareness and brand image), personal selling is the dimension that have strong influence on forming brand awareness, sales promotion is the dimension that have strong influence on forming brand image, e-marketing is the the dimension that have no influence at all on forming both brand awareness and brand image."

"The objective of this research ls to determine what is the most appropriate lMC strategy to apply in Indonesia market and to analyze the brand equity of EMC products in Indonesia market. EMC is information infrastructure global market leader. But at the moment, there is an issue that EMC considered very late compared to its competitors in dealing with Indonesia market. EMC is not yet becoming Indonesia market leader. Indonesia consumen also have perception that EMC place is very high againts others. The lateness of EMC in entering Indonesian market triggers the whole part of PT. EMC Information Systems to move more aggressively and effectively. The right implementation of Integrated Marketing Communication would be the main factor to create the brand awareness that would then growth the brand loyally towards the consumers in Indonesian market. The Research Method used in the thesis writing consists of two main parts, which are Survey and in-depth Interview. Data analysis shows that Word of Mouth (WOM) and Personal Selling nrc tbc 1110st effective way to increase brand awareness."

"Penelitian ini bertujuan untuk mengetahui proses pembentukan brand awareness dan brand image di benak calon konsumen, dari penerapan program integrated marketing communication pada produk jasa baru. Penelitian ini menggunakan pendekatan kualitatif berdasarkan pada kerangka konsep mengenai produk baru, brand awareness, brand image, dan integrated marketing communication. Kesimpulan utama dari penelitian ini adalah bahwa penerapan integrated marketing communication pada produk baru diindikasikan dapat membangun kesadaran merek dan citra merek, yang pada akhirnya membangun ketertarikan calon konsumen untuk mencoba produk jasa baru tersebut. Image positif perusahaan juga turut mempermudah proses membangun brand awareness dan brand image produk jasa baru yang diluncurkan, di benak calon konsumen.

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This research aimed at knowing the process of creating brand awareness and brand image in prospect consumer?s mind after implementation of Integrated Marketing Communication program in a new service product. The research used qualitative approach based on conceptual frame about new product, brand awareness, brand image, and integrated marketing communication. The research indicated that implementation of Integrated Marketing Communication in new product could build brand awareness and brand image that would eventually attract prospect consumers to try the new service product. It was also indicated that positive image of a company could help the process of brand awareness and brand image of a newly launched service product in prospect consumer's mind."