(2) Franciskus Antonius Alijoyo (Information Systems Study Program, STMIK LIKMI, Bandung, Indonesia)
(3) Loso Judijanto (IPOSS, Jakarta, Indonesia)
(4) Yanti Setianti (Master Program in Communication Sciences, Faculty of Communication Sciences,Universitas Padjadjaran, Sumedang,, Indonesia)
(5) Hari Susanto (Sekolah Tinggi Ilmu Ekonomi Sampit, Sampit, Indonesia)
*corresponding author
AbstractThis 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.
KeywordsMarketing communication strategies; Economic factors; Consumer decision-making; Microeconomic perspective; Communication theory; Consumer behavior
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DOIhttps://doi.org/10.29099/ijair.v8i1.1.1145 |
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The International Journal of Artificial Intelligence Research
Organized by: Departemen Teknik Informatika
Published by: STMIK Dharma Wacana
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This work is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.