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"Laporan magang ini membahas mengenai implementasi komunikasi pemasaran terpadu yang dilakukan PT Bank XYZ dalam mempromosikan aplikasi mobile banking-nya, yaitu ABC Mobile. Laporan magang ini bertujuan mengevaluasi proses komunikasi yang dilakukan perusahaan, implementasi bauran promosi yang digunakan perusahaan, dan evaluasi program komunikasi pemasaran yang telah dilaksanakan.. Berdasarkan kegiatan magang yang telah dilakukan, ditemukan bahwa PT Bank XYZ PT telah menganalisis proses komunikasi. Perusahaan menganalisis dua pihak utama dalam komunikasi, yaitu sender dan receiver; dan dua alat komunikasi utama, yaitu message dan channel. Selanjutnya, PT Bank XYZ memanfaatkan seluruh elemen bauran promosi dalam mengembangkan dan mengintegrasikan program komunikasi pemasaran terpadunya. Kemudian, PT Bank XYZ memantau, mengevaluasi, dan mengontrol program komunikasi pemasaran terpadu ABC Mobile dengan KPI dan survei yang dilakukan untuk mengetahui voice of customer. Pada promosi digital, pengukuran keberhasilan dilakukan melalui impression, engagement rate, dan jumlah followers baru. Namun, perusahaan belum mengevaluasi efektivitas out-of-home advertising yang dilakukan. Laporan magang ini memberikan beberapa rekomendasi bagi perusahaan agar program komunikasi pemasaran terpadu ABC Mobile dapat berjalan lebih baik lagi.

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This internship report discusses the implementation of integrated marketing communications carried out by PT Bank XYZ in promoting its mobile banking application, namely ABC Mobile. This internship report aims to evaluate the communication process carried out by the company, the implementation of the promotional mix used by the company, and evaluate the marketing communication program that has been implemented. Based on the internship activities that have been carried out, it was found that PT Bank XYZ PT has analyzed the communication process. The company analyzes the two main parties in communication, namely the sender and receiver; and two main communication tools, namely messages and channels. Furthermore, PT Bank XYZ utilizes all promotional mix elements in developing and integrating its integrated marketing communications program. Then, PT Bank XYZ evaluated ABC Mobile's integrated marketing communications program using KPIs and surveys conducted by vendors to determine the voice of customers. In digital promotions, success is measured through impressions, engagement rate, and the number of new followers. However, the company has not evaluated the effectiveness of the out-of-home advertising carried out. This internship report provides several recommendations for companies so that ABC Mobile's integrated marketing communications program can be implemented better.

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"Media sosial telah dianggap sebagai alat pemasaran yang kuat karena memungkinkan komunikasi multi-arah antara merek dan konsumennya. Terkait meningkatnya minat konsumsi film di Indonesia, media sosial juga memungkinkan tersebarnya electronic word of mouth yang telah terbukti mampu mempengaruhi proses keputusan pembelian produk pengalaman termasuk di dalamnya film. Makalah ini bertujuan untuk mengetahui bagaimana penggunaan social media marketing dan electronic word of mouth digunakan untuk meningkatkan brand loyalty oleh Cinema 21. Hasil analisis menunjukkan bahwa dalam memperkuat faktor anteseden brand loyalty yakni self-congruence, norma sosial, kualitas informasi, dan interaktivitas, Cinema 21 terutama berfokus pada peningkatan interaksi dengan memicu konsumen untuk berbagi pendapat atau ulasan mereka dan secara aktif memberikan respon pada platform yang dimiliki.

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Social media has been considered a powerful marketing tool because it allows multidirectional communication between brands and consumers. In relation with the growing interest of film consumption in Indonesia, social media also allows the spread of electronic word of mouth that has been proven to be able to influence the decision making process of experiential products such as films. This paper aims to find out how social media marketing and electronic word of mouth is utilized by Cinema 21 to increase their brand loyalty.

The result of the analysis shows that in strengthening the anteceding factors of brand loyalty namely self-congruence, social norms, information quality, and interactivity, Cinema 21 focuses on increasing interaction by triggering consumers to share their opinions or reviews and actively respond to them through their owned social media platforms."

"Sebagai bentuk pelaksanaan fungsi komunikasi publik, Kementerian Pekerjaan Umum dan Perumahan Rakyat (PUPR) turut memanfaatkan media sosial sebagai salah satu sarana utama komunikasi publik, termasuk Twitter. Dalam menyajikan konten media sosial, Kementerian PUPR kerap memanfaatkan isu atau fenomena yang sedang populer atau disebut sebagai strategi riding the wave agar tetap mengikuti perkembangan di ruang percakapan, termasuk dalam konten edukasi melalui akun Twitter @KemenPU. Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor yang terdapat dalam rute periferal maupun rute sentral dalam pemrosesan pesan, seperti kredibilitas, daya tarik, tampilan visual, maupun kualitas argumen terhadap sikap yang kemudian berlanjut pada intensi keterlibatan sebagai bentuk penerimaan pesan konten edukasi Twitter @KemenPU. Dengan menggunakan analisis kuantitatif, data yang digunakan dalam penelitian ini berasal dari hasil survei secara daring terhadap 138 responden yang merupakan pengguna aktif Twitter dan pernah melihat konten edukasi tersebut. Hasil penelitian menunjukkan bahwa pemanfaatan strategi riding the wave dalam penyajian konten edukasi oleh akun Twitter Kementerian PUPR didapatkan berhasil memperluas jangkauan konten mereka. Selanjutnya, baik rute sentral maupun rute periferal berpengaruh positif terhadap sikap maupun intensi keterlibatan audiens. Namun, pada rute periferal hanya kredibilitas sumber informasi yang mampu mempengaruhi sikap. Sedangkan, daya tarik sumber informasi dan tampilan visual tidak berpengaruh secara positif. Pemilihan platform media sosial, karakteristik audiens, motivasi penggunaan media sosial, serta konteks pesan yang disampaikan menjadi faktor penting dalam penerimaan pesan. Dengan demikian, Kementerian PUPR perlu menyusun strategi yang sesuai dengan target audiens dan objektif penyampaian pesan agar pesan dapat tersampaikan secara efektif.

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As a form of implementing the public communication function, the Ministry of Public Works and Housing (PUPR) also utilizes social media as one of the main means of public communication, including Twitter. In presenting social media content, the PUPR Ministry often utilizes issues or phenomena that are currently popular or called riding the wave strategies to keep up of developments in the conversation space, including in their educational content through the Twitter account @KemenPU. This study aims to analyze the influence of factors contained in the peripheral route and the central route in message processing, such as source credibility, attractiveness, visual appearance, and argument quality on attitude changes which then continue to behavioral intentions as a form of message acceptance of educational contents Twitter @KemenPU. Using quantitative analysis, the data used in this study came from the results of an online survey of 138 respondents who are active Twitter users and have seen the educational content. The results showed that the utilization of the riding the wave strategy in presenting educational content by the Twitter account of the Ministry of PUPR was found to be successful in expanding the reach of their content. Using quantitative analysis, the data used in this study is derived from online survey results of 138 respondents who are active Twitter users and have seen the educational content. The results showed that the utilization of the riding the wave strategy in the presentation of educational content by the Ministry of PUPR's Twitter account was found to be successful in expanding the reach of their content. Furthermore, both the central route and the peripheral route have a positive effect on audience attitudes and engagement intentions. However, on the peripheral route, only the credibility of the information source is able to influence the attitude, while the attractiveness of the information source and visual appearance do not influence positively. The selection of social media platform, audience characteristics, motivation for using social media, and the context of the message conveyed are important factors in the reception of messages. Thus, the PUPR Ministry needs to develop strategies that match the target audience and the message delivery objectives so that the message can be delivered effectively."

"ABSTRAKMerek korporasi merupakan hal yang sangat penting bagi perusahaan farmasi karena terkait erat dengan terbentuknya kepercayaan publik dan membangun loyalitas. Sebagai perusahaan baru di Indonesia, Mundipharma, perlu membangun kesadaran merek korporasi mereka agar para pemangku kepentingan mengetahui eksistensi mereka. Dalam komunikasi pemasaran, komunikasi pemasaran terpadu merupakan bentuk kolektif dari keseluruhan tipe pesan yang terencana untuk membangun sebuah merek. Penelitian ini akan menjabarkan pembentukan kesadaran merek korporasi Mundipharma melalui komunikasi pemasaran terpadu dengan pendekatan kualititif dan paradigma post-positivis. Adapun sifat penelitian ini bersifat deskriptif dengan pengumpulan data wawancara dan studi dokumen. Hasil penelitian ini menunjukkan bahwa pembentukan kesadaran merek korporasi Mundipharma terintegrasi paling sering melalui elemen publisitas dan public relations yang dikolaborasikan dengan event dan kegiatan sponsor. Adapun pesan kunci melalui merek produk unggulan mereka, yakni Betadine serta mengusung tema kepedulian terhadap penyakit kanker.

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ABSTRACTCorporate brand is a fundamental thing for pharmaceutical companies for it is strongly related to the establishment of public trust and building loyalty. As a new company in Indonesia, Mundipharma needed to build a corporate brand awareness to let them be known to its stakeholders. In marketing communication, integrated marketing communication is a collective form from all types of planned messaging in building a brand. This research will elaborate the establishment of corporate brand awareness by Mundipharma using integrated marketing communications with qualitative approach and post positivist paradigm. Moreover, this is a descriptive research with data collection through interviews and literary reviews. The result of this research will show that the creating of corporate brand awareness by Mundipharma is most often integrated through the elements in Publicity Public Relations collaborated with event sponsorship. In addition to the key message of their leading product, Betadine and also by raising the theme of awareness towards cancer disease. "

"Fenomena Korean Wave membuat berbagai macam produk Korea lebih dikenal terutama melalui drama Korea dan musik pop Korea. Fenomena ini membuat konsumen tertarik untuk mempelajari kebudayaan Korea secara lebih luas mulai dari tradisi, bahasa, gaya berpakaian dan makanan khas Korea. Fenomena ini menghasilkan peluang yang coba dimanfaatkan oleh PT. XYZ untuk bekerjasama dengan salah satu restoran makanan Korea terkenal di Indonesia yaitu Mujigae untuk memproduksi dan meluncurkan makanan ready to eat khas Korea dengan merek dagang Mujigae. Penelitian ini dilakukan untuk mengetahui target pasar perusahaan menggunakan strategi segmentation, targeting dan positioning terkait dengan produk makanan ready to eat khas Korea. Kemudian penulis juga menganalisis implementasi social media marketing yang diterapkan oleh perusahaan pada divisi makanan khas Korea PT. XYZ. Penelitian ini menggunakan metode mixed methods yang datanya berasal dari interview kepada manajer dan konsumen serta data internal perusahaan. Penelitian ini menghasilkan informasi bahwa strategi target pasar yang digunakan oleh perusahaan adalah mass market, perusahaan masih berfokus untuk mengenalkan produk dan implementasi social media marketing sangat dominan menggunakan influencers untuk menyampaikan opini kepada konsumen melalui media sosial serta menggunakan official akun media sosial yang masih membutuhkan banyak peningkatan dan cara yang saat ini dilakukan adalah mempelajari referensi media sosial brand lain.

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The Korean Wave phenomenon has made various kinds of Korean products become wellknown, especially through Korean dramas and Korean Pop music. This phenomenon drives consumers interested in learning more about Korean culture, starting from the traditions, language, style of dress and Korean food. These opportunities resulted from the Korean Wave phenomenon, has brought PT. XYZ to cooperate with one of the famous Korean food restaurants in Indonesia, called Mujigae to produce and launch Korean ready-to-eat food with the Mujigae trademark. This research aims to determine PT. XYZ target market using segmentation, targeting and positioning strategies related to Korean ready-to-eat food products. Then the author also analyzes the implementation of social media marketing conducted by the company in the Korean food division of PT. XYZ. The method used in this research is mixed methods which data comes from interviews with the managers and consumers as well as internal company data. Based on the research conducted, some information was obtained including the target market strategy used by the company is the mass market, how the company is still focused on introducing products and implementing social media marketing predominantly using influencers. This is carried out to deliver opinions to consumers through social media and official social media accounts which are still need improvements and the way that’s being used currently is to study the reference of other brands’s social media."

"ABSTRAKKoneksi jaringan XL 4G LTE adalah produk baru telekomunikasi di Indonesia yang menyediakan koneksi jaringan internet lebih cepat dari koneksi internet yang ada saat ini. Masalah yang dihadapi produk adalah rendahnya tingkat pengetahuan dan kurangnya sosialisasi serta edukasi kepada target khalayak atau pengguna lama XL 3G mengenai XL 4G LTE. Sejauh ini, produk hanya digunakan sebanyak 55.000 pengguna dan mengalami penurunan tingkat pertumbuhan, padahal 3.000.000 pengguna ditargetkan pada akhir Desember 2015.Solusi yang diajukan adalah strategi komunikasi pemasaran terpadu yang dikembangkan berdasarkan Teori Difusi Inovasi. Strategi menggunakan media above the line dan below the line, dengan nama strategi ?Make It Better?, selama 6 bulan untuk menyasar segmen perempuan dan laki-laki remaja urban berusia 16-25 tahun dari Socioeconomic Status (SES) A dan B.

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ABSTRACT

XL 4G LTE web-connection is a new telecommunication product in Indonesia that currently provides a faster internet connection than others. The product is currently facing the lack of XL 3G users knowledge, socialization, and education about XL 4G LTE. In today?s society, XL 4G LTE is facing a declination of the user growth with the number of 55.000 users only, while their objective by December 2015 is the increase of users up to 3.000.000 users.

The proposed solution is an integrated marketing communication strategy that will be developed by using the Diffusion of Innovation Theory. The strategy of integrated communication, with the name of the campaign ?Make It Better?, will use above the line and below the line media within six months by targeting young adults, 16 to 25 years old with AB SES."

"ABSTRAKFokus pada penulisan ini adalah melihat bahwa tren Maicih sudah menurun namun tetap dapat bertahan dan bersaing dengan camilan masa kini. Hal tersebut tidak hanya dengan melakukan Online Marketing Communication seperti pada awal kemunculannya, melainkan dengan mengembangkan bauran pemasaran dan bauran promosi yang lebih luas. Sehingga penulisan ini bertujuan untuk menganalisis bauran pemasaran dan komunikasi pemasaran yang saat ini dilakukan Maicih melalui implementasi bauran promosi dalam elemen-elemen IMC. Penulisan ini menggunakan analisis dari berbagai data sekunder yang tersedia. Hasil yang diperoleh adalah implementasi elemen-elemen IMC belum optimal sehingga diperlukan pelaksanaan program IMC yang lebih terencana dan terintegrasi di seluruh bauran promosi yang digunakan.

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ABSTRACTThe focus in this paper is to see the trend of Maicih is already decreasing but still survive and can compete with today 39 s snack. It is not only by Online Marketing Communication such as the beginning, but rather by developing a broader marketing strategy and promotional mix. So, this paper aims to analyze the marketing mix and marketing communications of Maicih currently done through the implementation of promotional mix in IMC tools. This paper uses the analysis of secondary data available. The result is the implementation of IMC tools have not been optimized so that the necessary implementation of IMC program that more planned and integrated throughout the promotional mix."

"Persaingan disetiap sektor pemasaran semakin tajam, disinilah tugas anda sebagai petugas di bagian marketing untuk semakin efektif menyampaikan pesan Anda kepada pelanggan. Komunikasi yang mengandung arti dan efektif, sangat memegang peranan penting dalam usaha Anda untuk mencapai keberhasilan."

"Adanya perubahan komunikasi pemasaran dari tradisional ke digital membuat pemasar lebih mudah untuk memasarkan produknya. Selain itu, komunikasi pemasaran menggunakan media digital, terutama media sosial diterima baik oleh konsumen. Penelitian ini memiliki tujuan untuk menganalisis pengaruh social media marketing terhadap purchase intention melalui customer relationship pada pengikut akun Instagram Drive-in Senja di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data berupa survei. Jumlah sampel pada penelitian ini sebanyak 100 orang. Data penelitian dianalisis menggunakan analisis statistik deskriptif dan statistik inferensial yang meliputi analisis regresi linier sederhana, analisis regresi linier berganda dan uji Sobel. Hasil penelitian menunjukkan bahwa social media marketing memiliki pengaruh yang positif dan signifikan terhadap purchase intention dengan melalui customer relationship

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There is a change in marketing communications from traditional to digital makes marketers easier to sell its products. In addition, the marketing communication through digital media, especially social media is accepted well by the customers. This study aims to analyze the effect of social media marketing on purchase intention through customer relationship on Followers of Drive-in Senja’s Instagram in DKI Jakarta. The research uses social media marketing variable as an independent variable, purchase intention variable as a dependent variable, and customer relationship as a mediator variable. This study uses a quantitative approach with data collection techniques in the form of surveys. The number of samples from this study are 100 peoples. The research data are analyzed using descriptive statistics analysis and inferential statistics which included simple linear regression analysis, multiple linear regression analysis and sobel test. The results show that social media marketing had a positive and significant effect on purchase intention through customer relationship"

"ABSTRACTCompanies that are able to communicate their marketing will have an impact on brand equity improvement. This study aims to examine the influence of Integrated Marketing Communications (IMC) which consists of advertising, personal selling, sales promotion, public relations and publicity, direct marketing, instructional materials and corporate design to the brand equity of Gojek Yogyakarta. The sample of this study amounted 150 respondents who are Go-Ride customers who already know IMC Gojek. The analysis technique used is multiple linear regression. The results showed that IMC influence brand equity, and partially variable of advertising, sales promotion, and corporate design having significant positive effect to brand equity. Based on the results of this study, Gojek Yogyakarta needs to increase the promotion of ideas to change attitudes and consumer behavior, increase the value of the product so as to achieve certain marketing goals, and strengthen the picture of service outlet or corporate identity for the message received by consumers through effective marketing communication channel mix."