PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY (CASE STUDY AT JUNKARD COMPANY)

• Main Author: Imaduddien Limbong, Rizkie
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39033
• Institution: Institut Teknologi Bandung

The fashion industry contributes 18.15% in Indonesia's creative economy industry. This is a good opportunity for the fashion industry in Indonesia. Junkard Company is one of the company that take part and participate in the fashion industry. Junkard Company manufactures leather shoes to meet customer demand for elegant and high quality leather shoes. the growth of media in this digital era facilitates the process of marketing goods and services to the entire country. the easier distribution and online purchasing process makes it easier for marketers to market their products, and provides opportunities for young entrepreneurs to enter the industry. To keep up with the development of technology and the marketing process, several marketing communication mixes have been carried out by Junkard Company on social media or online media. Junkaard Company has tried all marketing communication activities and spent a lot of budget but did not produce effective results for the sale of their products. The ineffective marketing communication experienced by Junkard Company is evidenced by the decline in sales from 2016 to 2018. This study aims to identify the factors that influence customer purchasing decisions and marketing communication strategies that are appropriate for the Junkard Company. This research aim to identify the factors affecting customer purchase decision and the suitable marketing communication strategy for Junkard Company. This study using Integrated Marketing Communication (IMC) approach, exploratory research and conclusive research method. IMC approach changed the Junkard Company IMC into the new IMC which based on consumer analysis This research aims to testing the impact of integrated marketing communications that Junkard Company do towards for Junkard Company purchase intention. In this research used are primary data and secondary data, the distribution of questionnaires to 250 respondentsas potential customer Junkard Company . This research is using quantitative method. The analysis of the research using multiple regression. The results showed that integrated marketing communication that Junkard Company do have engagement variables, Junkard Company ad on Instagram, Junkard Company ad on The Goodsdept, Junkard Company ad on Stockroom JKT and Junkard Company ad video significantly and simultaneously influence purchase intention and performance. Junkard Company ad video has the most dominant influence on customer for intend to buy this Junkard Company product in the future . From the analysis data about integrated marketing communication that could be implemented by Junkard Company to make new integrated marketing communications.