Analysis Of The Interaction Between Marketing Communication Strategies And Economic Factors In Consumer Decision Making: Integrating Microeconomic Perspective And Communication Theory

(1) * Ignatius Septo Pramesworo Mail (Perbanas Institute, Jakarta, Indonesia)
(2) Franciskus Antonius Alijoyo Mail (Information Systems Study Program, STMIK LIKMI, Bandung, Indonesia)
(3) Loso Judijanto Mail (IPOSS, Jakarta, Indonesia)
(4) Yanti Setianti Mail (Master Program in Communication Sciences, Faculty of Communication Sciences,Universitas Padjadjaran, Sumedang,, Indonesia)
(5) Hari Susanto Mail (Sekolah Tinggi Ilmu Ekonomi Sampit, Sampit, Indonesia)
*corresponding author

Abstract


This paper examines the interaction between marketing communication strategies and economic factors in consumer decision-making, integrating insights from microeconomic perspectives and communication theory. Economic conditions influence consumer behavior, shaping preferences, perceptions, and purchasing decisions. Marketing communication strategies play a pivotal role in navigating these dynamics, encompassing tactics such as advertising, sales promotion, public relations, and personal selling. By understanding the interplay between economic factors such as price, income, and consumer preferences, businesses can develop targeted communication strategies that resonate with consumers and drive desired outcomes. This paper synthesizes vital theoretical perspectives from microeconomic and communication theories, exploring concepts such as price elasticity of demand, consumer preferences, and communication models. Through a review of empirical research and case studies, the paper illustrates how businesses adapt their marketing communication strategies to economic fluctuations and consumer behavior. By leveraging data analytics and prioritizing ethical considerations, businesses can effectively engage with consumers and achieve a competitive advantage in the marketplace.

Keywords


Marketing communication strategies; Economic factors; Consumer decision-making; Microeconomic perspective; Communication theory; Consumer behavior

   

DOI

https://doi.org/10.29099/ijair.v8i1.1.1145
      

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