Literature Review: The Role of Media in Integrated Marketing Communication (IMC) on Consumer Purchase Interest

An Nisa Dian Rahma, Angga Tinova Yudha, Putri Sosanti Sembiring, Dyah Seruni Rizqiana

Abstract


This study aims to examine the role of media in supporting Integrated Marketing Communication (IMC) in increasing consumer buying interest. The method used is a literature study with various academic sources and previous research reviewed related to consumer behavior, communication media, and IMC. The results of the study show that the media forms brand awareness, positive perceptions, and emotional relationships between customers and brands. The connection of messages across various media within the IMC framework has been shown to accelerate the customer's experience with the product, from the stage of knowing the product to making a purchase decision. Therefore, in contemporary marketing strategies, the strategic factors that increase purchase intention are good media selection, integration and management.

Keywords


Integrated Marketing Communication, Media, Consumer Purchase Intention

Full Text:

PDF

References


Ab Aziz, A. H. (2023). Implementation of Integrated Marketing Communication to improve Sales Performance at PT Pro-spec Indopratama. Islamic University of Indonesia.

Elliott, R., & Boshoff, C. (2008). The influence of business orientations in small tourism businesses on the success of integrated marketing communication. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 17(4), 32-46.

Hermawan, Agus, 2012. Marketing Communication, Malang: Erlangga Publisher.

Jatmiko, J. (2012). Marketing communication as a market expansion strategy. COMMUNICOLOGY: Scientific Journal of Communication Science, 9(2), 89-98.

Nugroho, W. A. (2012). The relationship between integrated marketing communication and brand association in consumers of Pocari Sweat isotonic drinks (Study on students of the Faculty of Social and Political Sciences, University of Jember).

Prayitno, S. (2021). Integrated Marketing Communication Management-Rajawali Pers. PT RajaGrafindo Persada.

Ramadhani, A. P., & Flowerina, I. (2023). Communication Strategy of Hanging Lamp Cap Coffee in Conducting Promotion to Build Brand Image as the First Coffee Production in Solok City. Journal of Communication Science and Social Media (JKOMDIS), 3(3), 722-724.

Rafiah, K. K. (2020). Review of Effective Marketing Strategies for Coffee Shop MSMEs in facing the Pandemic Period. Journal of Applied Economics and Business, 16(2), 30-38.

Rohmah, S. R., Ahmad, M., & Bustamam, F. (2022). Social Media Marketing as a Modern Era Digital Marketing Strategy (Learning Entrepreneurship for Students). HAMKA INSIGHT, 1(1), 49-54

Sa'baniyah, R. (2017). Development of interactive multimedia-based learning media with Islamic integration in social studies class IV material on the development of production, communication, and transportation technology at MI Miftahul Ulum Malang. Maulana Malik Ibrahim State Islamic University

Sanches, C., & Restrepo, J. C. (2015). Strategic real-time marketing. Advances in the Area of Marketing and Business Communication, 164-184.

Oancea, O. E. M. (2015). The Model of Integrated Marketing Communication: Who has the Role to Influence Consumer Behavior. Acta Universitatis Danubius. Œconomica, 11(1), 22-31.




DOI: http://dx.doi.org/10.30829/jai.v14i1.24858

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 An Nisa Dian Rahma, Angga Tinova Yudha, Putri Sosanti Sembiring, Dyah Seruni Rizqiana

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at http://jurnal.uinsu.ac.id/index.php/analytica/ 
 
Publisher:
Program Pascasarjana
Universitas Islam Negeri Sumatera Utara