Analysis of Integrated Marketing Communication at The Raja Kurma Bengkulu in Increasing Sales

DOI

10.2991/978-2-38476-466-2_14How to use a DOI?

Keywords

IMC Strategy; Marketing; Communication; Integrated marketing strategy

Abstract

One very important component of business development is marketing, through digital marketing marketing can be done through the internet, with social media, and other digital devices. Digital marketing can help small and medium businesses (MSMEs) or large companies market their goods and services and open new markets that were previously closed or limited due to time, distance, and communication limitations. In the world of marketing, integrated marketing strategy is one of the strategies that can be used for promotion to convey messages to target audiences. In promoting a brand, IMC strategy activities use five elements of the promotion marketing mix, namely advertising, personal selling, sales promotion, public relations & publicity, and direct marketing. This research on Integrated Marketing Communication was conducted using a descriptive qualitative approach, to explain and describe the phenomena that occur. By implementing an integrated IMC strategy, Toko Raja Kurma Bengkulu can build a strong brand, increase product visibility, increase sales and create long-term relationships with customers. In addition, Raja Kurma Bengkulu can focus more on product quality, consistent communication, and active interaction with customers which can help Toko Raja Kurma Bengkulu to grow and develop faster.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mira Apriani
AU  - Rahma Santhi Zinaida
AU  - Ahmedov Shahboz
PY  - 2025
DA  - 2025/09/15
TI  - Analysis of Integrated Marketing Communication at The Raja Kurma Bengkulu in Increasing Sales
BT  - Proceedings of the 7th International Conference on Information Technology, Engineering, and Business Applications (ICIBA) and 3rd Social Science & Economic International Conference (SOSEIC 2024)
PB  - Atlantis Press
SP  - 147
EP  - 155
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-466-2_14
DO  - 10.2991/978-2-38476-466-2_14
ID  - Apriani2025
ER  -