Implementation of Integrated Marketing Communication Through The concept of Omnichannel Marketing in the Laksana Boga Campaign Marketing Program | Jurnal Informatika Ekonomi Bisnis

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Implementation of Integrated Marketing Communication Through The concept of Omnichannel Marketing in the Laksana Boga Campaign Marketing Program

Muluchah Fatharani Churina Indonesian Islamic University, Sleman, Yogyakarta, Indonesia Endy Gunanto Marsasi Indonesian Islamic University, Sleman, Yogyakarta, Indonesia https://orcid.org/0000-0002-4130-7645 DOI: https://doi.org/10.37034/infeb.v5i4.724 Keywords: Integrated Marketing Communication, Omnichannel Marketing, Marketing Campaign, Laksana Boga, Brand Equity Abstract Importance of equity brand in retail companies to chase enhancement advantage in finance. Retail companies must Keep going continuously and increase equity chili brand emphasizes the role important from equity brands on customers. Laksana Boga is a Center for Souvenirs and Snacks in Majenang. The company provides various souvenir products and snacks equipped with the various needs of the daily public. On souvenir products available various flavors start from salty, savory, sweet, and spicy flavors. The company needs to be optimal in system management, especially in marketing. Not optimal activity marketing is done- the company is marked with a need for consistent promotion on online channels. Study This use method studies descriptive qualitative through observation, activity interviews, a secondary data company, and collection documentation. Research results conclude that the company needs to implement Integrated Marketing Communication through Omnichannel Marketing in marketing programs Laksana Boga Campaign to maximize activity marketing on business. An increase in business revenue demonstrates the success of the marketing campaign program, i.e. 30% in the previous three periods. Downloads Download data is not yet available. Author Biography Endy Gunanto Marsasi, Indonesian Islamic University, Sleman, Yogyakarta, Indonesia Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 UGM di tahun 1995, dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus: 57224778678; Id Researcher (WOS): GQA-4768-2022; Id Garuda : 3306613; Id Orchid: 0000-0002-4130-7645 References Asare, C., Majeed, M., & Cole, N. A. (2022). Omnichannel Integration Quality, Perceived Value, and Brand Loyalty in the Consumer Electronics Market: The Mediating Effect of Consumer Personality. In Lecture Notes in Networks and Systems, 392, 29–45. Springer Science and Business Media Deutschland GmbH. DOI: https://doi.org/10.1007/978-981-19-0619-0_4 . Cahaya, Y. F., Mursitama, T. N., Hamsal, M., & Tjhin, V. U. (2022). 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Jurnal Informatika Ekonomi Bisnis, 5(4), 1155-1161. https://doi.org/10.37034/infeb.v5i4.724 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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