Studi Kualitatif Tentang Analisis Strategi Komunikasi Pemasaran Pada Peluncuran Produk Cloud Raya Di Pt Wowrack Indonesia
DOI:
https://doi.org/10.32670/ht.v1i6.1607Keywords:
Integrated Marketing Communication (IMC), Marketing Communication Mix, Traditional Response Hierarchy, New Product, TechnologyAbstract
The rapid development of digitalization means cloud computing technology is playing an
increasingly important role as a business driver. This is indicated by the number of
companies turning to digitizing their businesses and expanding the cloud to various
business sectors ranging from manufacturing, finance, and services. The need for a
business for cloud computing products has made many cloud computing companies appear
in Indonesia. The presence of cloud computing companies today creates increasingly fierce
competition in the computing business. In capturing the market, these computing business
actors use various strategies to increase their company's market share. This study reviews
the analysis of marketing communication strategies at the launch of the Raya cloud product
at PT Wowrack Indonesia. PT Wowrack Indonesia is an information technology company
that continues to compete in the midst of rampant business digitalization, so in 2020
Wowrack launched a new service product, Cloud Raya, using a marketing communication
strategy through the Integrated Marketing Communication (IMC) program. This study uses
a mixed-method approach based on the conceptual framework of integrated marketing
communication, marketing communication mix, and traditional response hierarchies. The
results of the study indicate that the application of integrated marketing communication to
new products is expected to get a positive response and good effectiveness in attention,
interest, desire, and action towards a new service product.
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