Develop integrated marketing communication strategies

Oct 13, 2025 by talynt.org 100 views

Introduction

In the current digital era, the utilization of Integrated Marketing Communication (IMC) and Brand Ambassador is very important to improve purchasing decisions on e-commerce platforms such as Tokopedia. The rapid growth of e-commerce has led to an increase in competition among online businesses, making it essential for companies to develop effective marketing strategies to attract and retain customers. This study aims to investigate the effect of IMC and Brand Ambassador on purchasing decisions through brand awareness and brand image on Tokopedia in Medan City.

Literature Review

Integrated Marketing Communication (IMC) is a strategic approach to marketing that involves the coordination of all marketing efforts to achieve a common goal. IMC aims to create a consistent message and image across all marketing channels, including advertising, public relations, sales promotions, and digital marketing. The use of IMC has been shown to have a positive impact on brand awareness, brand image, and purchasing decisions (Kotler & Keller, 2016).

Brand Ambassador is a person who represents a brand and promotes its products or services. The use of Brand Ambassador has become increasingly popular in recent years, as it allows companies to create a personal connection with their customers and build brand loyalty. Research has shown that Brand Ambassador can have a positive impact on brand awareness, but its impact on brand image and purchasing decisions is still unclear (Aaker, 1997).

Methodology

This study used a descriptive and sem-lical analysis to test the proposed hypothesis. A sample of 145 respondents who have shopped at Tokopedia was used to collect data through a survey questionnaire. The questionnaire consisted of questions related to IMC, Brand Ambassador, brand awareness, brand image, and purchasing decisions.

Results

The results of this study showed that Integrated Marketing Communication (IMC) had a positive influence, but was not significant on the brand awareness in Tokopedia. Nevertheless, the IMC has proven to have a significant positive impact on brand image. This indicates that although consumers may not always be aware of all communication efforts made, the impact on the brand image can still be seen clearly.

Furthermore, the IMC also has a positive and significant effect on purchasing decisions. That is, although its effect on brand awareness is less strong, integrated communication efforts can encourage consumers to buy products. Meanwhile, the role of Brand Ambassador in this study shows a significant positive effect on brand awareness, but has no significant effect on brand image or purchasing decisions. This shows that although the presence of brand ambassadors can increase brand awareness, its impact on brand image and purchasing decisions is not as strong as expected.

Discussion

The results of this study suggest that IMC has a positive impact on brand image, but its impact on brand awareness is less strong. This is consistent with previous research that has shown that IMC can have a positive impact on brand image, but its impact on brand awareness is still unclear (Kotler & Keller, 2016). The results also suggest that Brand Ambassador has a positive impact on brand awareness, but its impact on brand image and purchasing decisions is not as strong as expected.

Conclusion

In conclusion, this study has shown that IMC and Brand Ambassador have a positive impact on purchasing decisions through brand awareness and brand image on Tokopedia in Medan City. The results of this study suggest that companies should develop integrated marketing communication strategies and choose brand ambassadors that can increase brand awareness. On the other hand, building a strong and positive brand image is also the key to encouraging consumers to make purchases.

Recommendations

Based on the results of this study, the following recommendations are made:

Develop integrated marketing communication strategies: Companies should develop integrated marketing communication strategies that involve the coordination of all marketing efforts to achieve a common goal.
Choose brand ambassadors wisely: Companies should choose brand ambassadors that can increase brand awareness and build a strong and positive brand image.
Build a strong and positive brand image: Companies should focus on building a strong and positive brand image that can encourage consumers to make purchases.

Limitations

This study has several limitations that should be noted. Firstly, the sample size of this study was relatively small, which may limit the generalizability of the results. Secondly, the study only focused on Tokopedia in Medan City, which may not be representative of other e-commerce platforms or cities.

Future Research Directions

Future research should aim to replicate this study using a larger sample size and a more diverse population. Additionally, future research should investigate the impact of IMC and Brand Ambassador on purchasing decisions in other e-commerce platforms and cities.

References

Aaker, D. A. (1997). Strategic Market Management. John Wiley & Sons.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.

Appendix

The appendix includes the survey questionnaire used in this study, as well as the data analysis procedures used to test the proposed hypothesis.

Introduction

In our previous article, we discussed the effect of Integrated Marketing Communication (IMC) and Brand Ambassador on purchasing decisions through brand awareness and brand image on Tokopedia in Medan City. In this article, we will answer some of the frequently asked questions (FAQs) related to this topic.

Q: What is Integrated Marketing Communication (IMC)?

A: Integrated Marketing Communication (IMC) is a strategic approach to marketing that involves the coordination of all marketing efforts to achieve a common goal. IMC aims to create a consistent message and image across all marketing channels, including advertising, public relations, sales promotions, and digital marketing.

Q: What is the role of Brand Ambassador in marketing?

A: A Brand Ambassador is a person who represents a brand and promotes its products or services. The role of a Brand Ambassador is to build a personal connection with customers and create a positive image of the brand.

Q: How does IMC affect brand awareness?

A: The results of our study showed that IMC had a positive influence, but was not significant on the brand awareness in Tokopedia. This means that although IMC can increase brand awareness, its impact is not as strong as expected.

Q: How does IMC affect brand image?

A: The results of our study showed that IMC has a significant positive impact on brand image. This means that IMC can create a positive image of the brand in the eyes of customers.

Q: How does Brand Ambassador affect brand awareness?

A: The results of our study showed that Brand Ambassador has a significant positive effect on brand awareness. This means that the presence of a Brand Ambassador can increase brand awareness and create a positive image of the brand.

Q: How does Brand Ambassador affect brand image?

A: The results of our study showed that Brand Ambassador has no significant effect on brand image. This means that although Brand Ambassador can increase brand awareness, its impact on brand image is not as strong as expected.

Q: What are the implications of this study for marketers?

A: The results of this study suggest that marketers should focus on developing integrated marketing communication strategies and choosing brand ambassadors that can increase brand awareness. Additionally, building a strong and positive brand image is also the key to encouraging consumers to make purchases.

Q: What are the limitations of this study?

A: This study has several limitations that should be noted. Firstly, the sample size of this study was relatively small, which may limit the generalizability of the results. Secondly, the study only focused on Tokopedia in Medan City, which may not be representative of other e-commerce platforms or cities.

Q: What are the future research directions for this study?

A: Future research should aim to replicate this study using a larger sample size and a more diverse population. Additionally, future research should investigate the impact of IMC and Brand Ambassador on purchasing decisions in other e-commerce platforms and cities.