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

Authors

  • An Nisa Dian Rahma Politeknik Negeri Medan
  • Angga Tinova Yudha Universitas Sumatera Utara
  • Putri Sosanti Sembiring
  • Dyah Seruni Rizqiana

DOI:

https://doi.org/10.30829/jai.v14i1.24858

Keywords:

Integrated Marketing Communication, Media, Consumer Purchase Intention

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.

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.

Downloads

Published

2025-06-19

Issue

Vol. 14 No. 1 (2025): ANALYTICA ISLAMICA

Section

Articles

License

COPYRIGHT

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access

LICENSE

journal Analytica Islamica is published under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License

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