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IJSTR >> Volume 6 - Issue 7, July 2017 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Implementation Word Of Mouth As Part Of Integrated Marketing Communication At Beauty Clinic Giva Skin Care, Medan

[Full Text]



Murlizar, Raja Maghfirah, Yenira Vegi Indrawati



Word Of Mouth (WOM), Integrated Marketing Communication,Transmedia Branding, Giva Skin Care Beauty Parlor,Medan



Even though it is a new comer in facial beauty parlors, Klinik Kecantikan Giva Skin Care, located on Jalan Sei Batanghari Medan, is able to compete with the other beauty parlors. The tight competitiveness in beauty parlors has caused it to think hard to creatively attract and increase consumers from time to time. In carrying out its marketing strategy, it applies Integrated Marketing Communication (IMC) and Transmedia Branding through varied new media which contribute ideally to develop the brand of Klinik Kecantikan Giva Skin Care to its consumers and its prospective consumers. The objective of the research was to find out and identify Word Of Mouth (WOM) as part of IMC and Transmedia Branding which have been consistently done by this beauty parlos in the last two years. The research used descriptive qualitativemethod and constructive paradigm; the data were analyzed by conducting case study. Constructivism considered that the subject (in this case, Nanda as the marketing manager of Klinik Kecantikan Giva Skin Care) was the central factor in the communicativeactivity and in the social relations and was functioned as the social control. The data were gathered by conducting observation, in-depth interviews with the marketing manager, and library study. The result of the research showed that Klinik Kecantikan Giva Skin Care applied Transmedia Brand and IMC in the form of Advertising, Direct Marketing, Interactive Media and Internet, Selling Promotion, Publicity, and Personal Selling in order to maintain its survival in the midst tight competitiveness in beauty parlor business in Medan.



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