Marketing Communication Strategy in Maintaining Positioning Among Consumers By PT. Federal International Finance Group Kapten Muslim Branch, Medan City
Keywords:
communication strategy; marketing; positioning
Abstract
This study aims to analyze marketing communication strategies and analysis in maintaining FIF's positioning among consumers. This study used descriptive qualitative method. Data collection techniques through interviews and documentation. The analysis technique used is data reduction, data presentation, and drawing conclusions. The informants in this study consisted of three main informants and three triangulation informants. The results showed that the marketing communication strategy implemented by FIF was by identifying audiences through surveys, questionnaires and interviews regarding market wants and needs, then designing messages by holding internal meetings, then determining the methods and media used such as social media, namely Instagram, TikTok, Facebook, YouTube, print media such as brochures, billboards, banners, and electronic media such as virtual exhibitions. FIF also carried out a strategy with complete products, cheaper installments and interest, locations with offices located throughout Indonesia and at cooperating shops and dealers, and finally carried out various promotions from various online, print and electronic media. Factors that maintain FIF's positioning among the public are the ease of requirements, the speed of the application process until disbursement, the friendliness of the employees, the many attractive offers such as promos delivered directly via WhatsApp, SMS, or telephone calls to consumers, finally the prizes given.
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References
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Agung Wasesa, Silih. (2011). Political Branding & Public Relations. Jakarta: Gramedia Pustaka Utama.
Alex, Sobur. (2015). Media Text Analysis. Bandung : PT. Rosdakarya youth.
Alexandra, Kezia.(2019). Implementation of The Park Mall Marketing Communications to Strengthen Positioning at the "Romantic Autumn in South Korea" Event.https://e-journal.uajy.ac.id/20286/(accessed October 18, 2021).
Alma, Buchari. (2016) Marketing Management and Service Marketing. Bandung. Alphabet.
Anggito, A., & Setiawan, J. (2018). Qualitative Research Methodology. Sukabumi: CV Trail.
Arifin, Anwar. (2016). Communication Studies An Introduction. Jakarta: Raja Grafindo Persada.
Arifin, Zainal. (2012). Educational Research New Methods and Paradigm. Bandung: PT. Rosdakarya youth.
Aulia Purqon. (2015). Positioning Strategy in Maintaining the Existence of Jogja TV as Cultural TV in 2012 – 2014.http://repository.umy.ac.id/handle/123456789/18218?show=full(accessed October 18, 2021).
Chrismardani, Y. (2014). Integrated Marketing Communication: Implementation for MSMEs.
Daughter, Yuliani Rachma. (2021). Marketing Communication Strategy for the Tourism, Youth and Sports Office of Madiun Regency Through Positioning Madiun Indonesian Pesilat Village.https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/16670(accessed October 18, 2021).
Donni Juni Priansa. (2017). Integrated Marketing Communication: In the Age of Social Media. Bandung : PT. Bandung Faithful Library.
Donni Junni Priansa. (2017). Consumer Behavior in Contemporary Business. Bandung: Alphabet.
Effendy, Onong Uchjana. (2013). Communication Studies: Theory and Practice. Bandung: Rosdakarya Youth.
Eni Maryani, and Siti Karlinah. (2018). Marketing Communication in Positioning N219 by PT Dirgantara Indonesia (Persero.http://jurnal.unpad.ac.id/jkk/article/view/8996 (accessed October 18, 2021).
Ersyad, Yasser et al. (2018). Marketing Communication in Positioning N219 by PT Dirgantara Indonesia (Persero).https://jurnal.unpad.ac.id/jkk/article/view/8996(accessed October 18, 2021).
Gan Gan Giantika. (2021). Indihome's Marketing Communication Strategy in Building Positioning in the Midst of the Covid-19 Pandemic in Indonesia.https://ejournal.bsi.ac.id/ejurnal/index.php/jkom/article/view/9642 (accessed October 18, 2021).
Gitosudarmo, Indriyo. (2015). Marketing Management. First Edition. Yogyakarta: BPFE.
Hurriyati, Ratih. (2010). Marketing Mix and Consumer Loyalty. Bandung: Alphabet.
Kasali, Rhenald. (2003). Public Relations Management: Concepts and Applications in Indonesia. Jakarta: PT. Graffiti Main Heritage.
Kotler, Philip and Keller Kevin Lane. (2016). Marketing Management. Volume 1. 13th Edition. Jakarta: Erlangga.
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management, 15th Edition, Pearson Education, Inc.
Kriyantono, Rachmat. (2013). Advertising Management. Malang: UB Press.
Liliweri, Alo. (2015). Community Communication Strategy. Jakarta: Kencana.
Lismiati, Ella. (2018). Marketing Communication Strategy in Improving Brand Positioning of PT Pos Indonesia (Case Study at Regional IV Jakarta Post Office).https://repository.upnvj.ac.id/2854/(accessed October 18, 2021).
Little John, Foss. (2011). Communication Theory, Jakarta: Salemba Humanika.
Machfoedz, Mahmud. (2010). Modern Marketing Communications. Yogyakarta. Knowledge Chakra.
Machfoedz, Mahmud. (2020). Modern Marketing Communications, First Print. Yogyakarta: Chakra Knowledge.
Mega Wulandari. (2016).Positioning in the Property and Real Estate Industry Through Marketing Communication Mix (Study on Citra Grand Senyiur City (Ciputra Group)".https://eprints.umm.ac.id/32601/ (accessed October 18, 2021).
Mina Mistriana, Ray Octafian, Idah Kusuma Dewi. (2021). Positioning Destination Marketing. Malang: Literacy of the Eternal Archipelago.
Moleong, Lexy J. (2010). Qualitative research methodology, Rosdakarya Youth, Bandung.
Muhammad, Arnie. (2014). Organizational Communication. 13th printing. Jakarta: Earth Script.
Mulyana, Deddy. (2013). Communication Science An Introduction. Bandung: Rosdakarya Youth.
Nurtiar, Harry. (2022). The Secret of Library Marketing. BPPD APWI.
Purhantara, Wahyu. (2010). Qualitative Research Methods for Business, Yogyakarta: Graha Science.
Sahir, Syafrida Hafni, et al. (2021). Marketing Fundamentals. Our Writing Foundation.
Setiawati, Sri Devi. (2020). Shopee's Marketing Communication Strategy in Building Positioning in the Middle of the Covid-19 Pandemic in Indonesia.https://journal.unpas.ac.id/index.php/linimasa/article/view/2754 (accessed October 18, 2021).
Shabrina, Putri Nur. (2016). Apartment Communication Strategy in Conducting Brand Positioning (Case Study Regarding Student Castle Apartment Communication Strategy in Conducting Brand Positioning).http://etd.repository.ugm.ac.id/penelitian/detail/104652(accessed October 18, 2021).
Soyomukti, Nurani. (2012). Introduction to Communication Studies. Yogyakarta: Ar-Ruz Media.
Sudaryono. (2018). Research Methodology. Depok: PT. King of Grafindo Persada
Sugiyono. (2012). Qualitative Quantitative Research Methods and R&B. Bandung: Alphabet.
Sugiyono. (2013). Quantitative, Qualitative and R&D Research Methods. Bandung: Alfabeta.CV
Suherman, Ansar. (2020). Textbook of Communication Theories. First Print. Yogyakarta: Main Budi.
Sulasih, et al. (2021). Business Feasibility Study. Our Writing Foundation.
Sumarwan, Ujang. (2019). Marketing and Consumer Research Series: 3. Bogor: PT Publisher IPB Press.
Sunyoto, Danang. (2015). Human Resource Management and Development. Yogyakarta: Center for Academic Publishing Service.
Sunyoto, Danang. (2015). Marketing Strategy. Yogyakarta: Exciting Books.
Suryadana, M. Liga and Vanny Octavia. (2015). Introduction to Tourism Marketing. Bandung: Alphabet.
Suryanto. (2015). Introduction to Communication Studies. Bandung: Faithful Library.
The retainer, Ariefmana Daeng. (2021). Analysis of the Integrated Marketing Communication Strategy of the "Yuk Nabung Saham" Campaign in Creating Brand Positioning. Ariefmana Daeng Punggawa.http://repository.bakrie.ac.id/4672/(accessed October 18, 2021).
Tri Susanto, Nur Muhamad Satria's Initiative Design, Ali Syamsuri. (2018). Formation of Positioning with Reading Videos #Tweetjahat for the Anies-Sandi Couple as a Political Marketing Strategy Through Social Media,https://www.researchgate.net/publication/335203971_PEMBENTUKAN_POSITIONING_DENGAN_VIDEO_BACA_TWEETJAHAT_PASANGAN_ANIES- SANDI_SEBAGAI_STRATEGI_POLITICAL_MARKETING_MELALUI_SOSIAL_MEDIA (accessed October 18, 2021).
Wibowo. (2013). Behavior in Organizations. Jakarta: PT. King of Grafindo Persada.
Wiraman, IB, (2012). Social theories in three paradigms (social facts, social definitions and social behavior. Jakarta: kharisma Putra Utama
Wirdamulia, Ardi. (2019). Brand Management Strategy. Bogor: PT Publisher IPB Press.
Published
2023-06-16
How to Cite
Artika Esteria Sirait, Sakhyan Asmara, & Syafruddin Pohan. (2023). Marketing Communication Strategy in Maintaining Positioning Among Consumers By PT. Federal International Finance Group Kapten Muslim Branch, Medan City. Britain International of Humanities and Social Sciences (BIoHS) Journal, 5(2), 126-138. https://doi.org/10.33258/biohs.v5i2.919
Section
Articles
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