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YouTube is in the 2nd position of social media that is often used in 2023 through the official We Are Social website. This is because people are starting to leave mass media to social media. Different types of video content are very popular and widely viewed, including funny videos, short films, infotainment videos, and more. This study was conducted to find out the factors behind Content Digital, Public Figure Self-branding, Celebrity Worship, and Audience Motivation. YouTube can now be used as a place for marketing strategies to increase brand image or purchases through Integrated Marketing Communication (IMC). Therefore, content marketing strategy involves creating content to reach the target market. Based on that customers connect with the brand to fulfill their requirements. This study was conducted on 278 participants with ages ranging between 16-25 years old. The data were collected by questionnaire. We find that the presence of sponsorship content on YouTube has an impact on attitudes towards YouTube influencers. The three elements of entertainment, information, and interference in sponsorship content on the YouTube platform play a role in shaping attitudes toward YouTube influencers. Influencers have the potential to provide concrete benefits to prospects and customers by presenting appropriate content. [ABSTRACT FROM AUTHOR]

This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs indepth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy. [ABSTRACT FROM AUTHOR]

Digital promotion is very influential in product marketing, especially in this digital era, many companies implement digital promotions through their social media accounts to reach a wider target audience. This is also used by Nasi Jamblang Ibad Otoy in marketing products in Indonesia. However, in carrying out digital promotions, the company experiences various obstacles in creating promotional content on Instagram. In designing promotional media from the Nasi Jamblang Ibad Otoy product, the study aims to apply marketing efforts by creating advertisements in the form of Instagram content using the Integrated Marketing Communications (IMC) method which contains SWOT data analysis by sorting out in terms of strengths, weaknesses, opportunities, and threats that exist in the company. Then the author analyzes the Unique Selling Proposition (USP) of the company. This design produces promotional media in the form of Instagram feed content, Instagram stories, and supporting media in the form of merchandise from Nasi Jamblang Ibad Otoy. It is hoped that the design of promotional media on Instagram can attract customers from Cirebon outside the city to buy products, so that the company's income can reach the target. [ABSTRACT FROM AUTHOR]

The main objective of this study is to investigate the effect of integrated marketing communication as an exogenous variable on tourist intention to revisit as an endogenous variable. The researcher also identified visitor value and propensity to travel variables as intervening and moderating variables, respectively, in addition to these two variables. This research applies a descriptive quantitative approach, with Structural Equation Model-Partial Least Square (SEMPLS) as the data analysis technique. All tourists who visited Toddopulia Tourist Village, Patin Village, Nglurah, Pela, Batu Layang, Sumberbulu, and Pentingsari were included in this study. While the non-probability sampling technique used in this study is stratified purposive sampling. According to the findings of this study, the majority of the hypotheses had a positive or influential relationship. This phenomenon is also supported by a number of references from previous studies. Some of these findings suggest that tourism villages differ significantly from tourism products or other tourist destinations. Due to the wide range of characteristics of tourist villages in Indonesia, one of the study's limitations is the limited sample size. As a result, larger sample size research is expected to be carried out in future studies. The study's findings are also expected to be used as a reference by various tourism village stakeholders, including the government, local communities, tourism village managers, and academics, in developing an integrated marketing strategy. [ABSTRACT FROM AUTHOR]

Because of the increasing internet use, print media is under significant threat. As part of its transformation, a media company deployed an Integrated Marketing Solution (IMS) to address current business challenges. This method, however, requires further investigation. As a result, this study aims to assess the utility of IMS, analyze the implementation of the McKinsey 7S Framework on IMS, and identify McKinsey 7S Framework aspects in IMS for future development. In-depth interviews with 12 people were conducted for this qualitative study. The findings indicate that IMS is the core of the company's business transformation, with all components of the McKinsey 7S Framework in place. However, the shared value component is still required. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to extend the use of psychology in the field of tourism crisis and disaster management using coping theory. It examines how resident emotions change in the extended prodromal stage of the COVID-19 pandemic and how residents used humour to cope with stress from not being able to travel. Design/methodology/approach: Early COVID-19 (March–April 2020) was characterised by negative media reports, lockdowns and travel restrictions but for Indonesia, no direct effects in terms of loss of life. This unusual context has led to phenomena not previously studied – humour as a coping strategy. This research consists of two studies: Study 1 used thematic analysis of interviews before and during the early lockdown period with a panel of 245 quarantined residents who had travelled in the prior two years. Study 2 followed up using a #hasthtag analysis of travel-related videos content posted on Instagram and TikTok. Findings: The COVID-19 global pandemic is an unusual crisis which has resulted in high levels of stress and uncertainty. This study identified the unusual characteristics of the COVID-19 crises and changes of quarantined resident's emotions during the pre-event and prodromal stages. In addition, this study found the use of humour as a coping mechanism during the lockdown period and the use of social media as the vehicle for humour. Research limitations/implications: These findings may be generalisable only to a crises and disasters with an extended prodromal stage. Interestingly, climate change has some similar characteristics where warning signs are available, but the personal implications have not yet become apparent. Practical implications: The emotions associated with crisis are dynamic and crisis managers may tailor communication to help deal with stress. Social implications: This research provides an insight into how humorous content can be used to reduce negative emotions in the early stage of a stressful event associated with travel restrictions. This study may be suitable for use in integrated marketing communication in post-recovery messaging for the tourism industry and destination management organisation in the digital platform. Originality/value: To the best of the authors' knowledge, this study is the first to demonstrate "dark humour" during the early stages of COVID-19 and also the use of coping strategies to explain how humour can reduce stress. [ABSTRACT FROM AUTHOR]

This research focused on assessing brand marketing communication of Magno Radio using the approach of two models of Integrated Marketing Communication (IMC) and Customer-based Brand Equity (CBBE). It used descriptive qualitative approach with case study method using key informants Managing Director of Magno Radio. The unit of analysis of this research is based on the perspective of sender, namely the owner of Magno Radio, while data sources were obtained through interviews, observation, and secondary data. Results of this study illustrate how the IMC and CBBE can help establish brand equity of Magno Radio in export markets, particularly in Japan. It is also expected to contribute further study and enrich the study of brand equity in the field of applied science communication. Practically, this research can be applied in general by Indonesian SMEs in planning their brands with the aim to penetrate the export market. [ABSTRACT FROM AUTHOR]

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Previous studies reach no consensus on the relationship between risk and return using data from one market. This study argues that the market factor should be noticed in assessing the risk-return relationship in a partially integrated emerging market. The analysis aims to provide new insight into the nature of the risk-return relationship by a conditional factor GARCH-M framework that controls for time-series effects, to investigate the banking sector in five Asian emerging markets of China, Hong Kong, Indonesia, Malaysia and Taiwan during the period 1995 to 2004. Finally, the study provides evidence on these relations before and after the Asian financial crisis of 1997. The results are generally consistent across the markets and with expectations, and have implications for empirical assessments of the risk-return relationship and diversification. [ABSTRACT FROM AUTHOR]