9 DEKAN UNITOMO #unitomo

Assc. Prof. Dr. Drs. Harliantara, M.Si. #fikomunitomo

DOSEN - DOSEN FIKOM UNITOMO

FIKOM MENERIMA MAHASISWA BARU 2025/2026

MANAJEMEN INDUSTRI MEDIA - BUKU TERBARU KARYA HARLIANTARA (2025)

 

 

This study tests the integrated marketing communication (IMC) strategy on visit intention in Indonesia. This study also aims to test the effect of IMC on brand heritage and the mediation effect of brand heritage on IMC and interest in visiting museums. The sample in this study was 240 respondents. Data was collected by distributing questionnaires online via Google Forms and processed using the SEM model with AMOS software. The results of the study showed that IMC had a positive effect on the intention to visit museums. Effective IMC (including advertising, direct promotion, direct marketing, public relations, WOM, events and experiences, and interactive marketing) can increase the intention to visit museums in Indonesia. In addition, the study's results prove the positive effect of IMC on brand heritage and the effect of brand heritage on interest in visiting museums. This study also found that brand heritage can mediate IMC and interest in visiting museums. The results of this study are expected to help museum owners and managers have the right and effective IMC strategy to increase tourist interest in visiting museums. The right IMC strategy will also increase brand heritage and interest in visiting museums.

https://journal.maranatha.edu/index.php/jmm/article/view/10727

https://doi.org/10.28932/jmm.v24i2.10727

Published: May 15, 2025

Radio broadcasting is an industry where creativity and innovation can be significantly influenced by Artificial Intelligence (AI), which can generate many ideas quickly, help the design process and inspire human creativity. This research aims to acquire factual knowledge revealing the important aspects that arise in Artificial Intelligence (AI). This research uses a qualitative descriptive method with a literature study approach. The findings show that AI can assist in content creation, listener preference analysis, and broadcast schedule optimization. It is important to note that AI cannot replace human wisdom and creativity, but can be used as a tool to enhance and complement human capabilities, making content creation and broadcasting more efficient and successful.

https://jurnal.syntaxtransformation.co.id/index.php/jst/article/view/967

https://doi.org/10.46799/jst.v5i6.967

Vol. 5 No. 6 (2024): Jurnal Syntax Transformation

Published

2024-06-24