Analysis of Integrated Marketing Communication (IMC) Strategy in Increasing Market Share: Case Study of Selingkar Yogyakarta

https://doi.org/10.55299/ijec.v2i2.721

Authors

  • Sri Utami Business Administration Study Program , UPN "Veteran" East Java, Indonesia
  • Nurul Azizah Business Administration Study Program , UPN "Veteran" East Java, Indonesia

Keywords:

Integrated Marketing Communication, Market Share, Marketing Strategy

Abstract

This research aims to provide valuable guidance for marketing practitioners and product developers in developing appropriate and effective IMC strategies. So this research can encourage increased awareness, acceptance and adoption of literacy education products in Selingkar. In this research, descriptive qualitative data collection techniques were used, as well as the data collection process through observation, interviews and documentation. The source of this research is the founder of Selingkar and marketing officer of Selingkar. The research results show that Selingkar has implemented an integrated IMC strategy, including advertising, direct marketing, sales promotion, personal sales, sponsorship, word of mouth, public relations and social media marketing which have an impact on market share . However, the application of IMC is still limited to technology. Additionally, this integration helps manage marketing budgets more effectively and allows for more accurate measurement of campaign results.

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Published

2023-12-31

How to Cite

Sri Utami, & Azizah, N. (2023). Analysis of Integrated Marketing Communication (IMC) Strategy in Increasing Market Share: Case Study of Selingkar Yogyakarta. International Journal of Economics (IJEC), 2(2), 770–777. https://doi.org/10.55299/ijec.v2i2.721

Issue

Vol. 2 No. 2 (2023): July-December

Section

Articles
Copyright & Licensing

Copyright (c) 2023 Sri Utami, Nurul Azizah

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This work is licensed under a Creative Commons Attribution 4.0 International License.