Integrated Marketing Communication Strategy in Computer Hardware Industry: A Case Study on PT. IZZM

: This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs in-depth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy.


Introduction
In today's technology-driven era, computers have become an integral part of our daily lives, playing a crucial role in various fields and industries.Education has particularly benefited from the use of computers as they serve as essential tools for both teachers and students (Baecker, 2019).
Figure 1.Forecast PC'S market in Indonesia (Statista, 2020) According to Statista Market Forecast (Desktop pcs, n.d.), the revenue in the Desktop PCs market in Indonesia is expected to be US$0.9bn in 2024, with an annual growth rate of 2.20%.Indonesia's growing tech-savvy and gaming community has also played a significant role in driving the DIY PC market.As more consumers become familiar with building and customizing PCs, the demand for high-performance components and accessories is expected to increase further.The power supply unit (PSU) is a vital component in a personal computer (Paul, 2021), serving as the linchpin for system stability and reliability.Responsible for converting electrical power from an outlet into usable forms for the motherboard, CPU, GPU, and peripherals, the PSU plays a crucial role in regulating power, safeguarding components from damage with protective features, and ensuring compatibility with various PC hardware.
A reliable and efficient power supply not only enhances the longevity of the entire system but also facilitates ease of upgrades, noise reduction, and energy efficiency.In essence, the choice of a high-quality PSU is pivotal in maintaining optimal performance, preventing hardware issues, and contributing to a seamless computing experience.PT.IZZM is a leading technology company that specializes in the design and manufacture of high-performance gaming laptops, desktops, motherboards, graphics cards, and more.The company was founded in 1986 and has since expanded its operations to over 120 countries worldwide.PT.IZZM's mission is to provide innovative and reliable products that cater to the needs of gamers and creators alike.PT.IZZM has a comprehensive product line in the broader PC business but is facing challenges in the power supply segment, it could indeed represent a significant missed opportunity.Power supplies are critical components in PC builds, and capturing a substantial market share in this sector is essential for a holistic presence in the PC industry.To analyze PT.IZZM Power Supply performance and to find the underlying issue, the following Figure 1   While assessing the competitor, based on internal data PT.IZZM's sales in table 1.1 show a decreasing trend over the quarters, from 3700 in Q1-22 to 2546 in Q4-22.This might indicate a decline in demand or market challenges.In comparison to other brands, two major competitor in power supply market comes from CSR and CM that covers more than 47% market share of power supply in 2022.The indication that PT.IZZM's Integrated Marketing Communication (IMC), Brand Awareness or ability to trigger customer purchase intention might not be working effectively that need to assess further.First and foremost, despite PT.IZZM's focus on the PSU business and the introduction of high-quality products at competitive prices, there is a challenge in penetrating the market and gaining significant market share within two years.This suggests that the communication strategies within the IMC framework may not be effectively reaching the target audience or generating the desired impact.
The low market share is attributed to limited awareness among consumers.This points to a potential gap in the communication channels or messaging used in the  (Umbreen & Ali, 2013), followed by (Hendi et al., 2022) claim that Integrated marketing communication positively influences Brand Awareness, Brand Image, and Purchase Decisions (Duralia, 2018), Recognized IMC as a process capable of enhancing the image of the organization, its products, or brand, integrated marketing communication stands out as a prominent and easily perceptible tool in the marketing arsenal.This research's objective is to create a IMC strategy for a computer hardware company by adopting RABOSTIC planning as a solution to generate IMC strategy, by answering the following questions: a) What is the evaluation of PT.IZZM's current IMC, brand awareness and customer purchase intention in relating to the the power supply market?b) How to improve PT.IZZM's IMC tailored to PT. IZZM's power supply business to increase brand awareness and customer purchase intention?c) What is the implementation plan for the proposed IMC strategy?
This research will focus on the marketing aspect to address the business issues of PT.IZZM's power supply business.The scope is limited to the power supply product category.Other areas such as human resources, finance, and operations will not be discussed in depth and can be explored in future research if the company decides to delve further into those aspects.This research has a limitation of quantitative calculation on how much return on investment by implementing the integrated marketing strategy is conducted based on assumption refers to secondary data acquired from the vendor's website.

Methods
This research is conducted with a mixed-methods explanatory approach, a quantitative followed by a qualitative to give more explanation towards the results and interpretation.IMC (Broderick & Pickton, 2005), Brand Awareness (Keller, 2022) and Customer Purchase Intention (Paul, 2021) assessment are used as a quantitative basis.IMC RABOSTIC planning (Duralia, 2018) are used as a qualitative basis to generate the IMC strategy.Using an online survey, the IMC, Brand Awareness and Customer Purchase Intention assessment was participated by 160 respondents, exceeding the target minimum of 157 respondents.
Later, in-depth interview and FGDs as qualitative research were conducted to get clarification of the quantitative results.The first was conducted with general manager of PT.IZZM to acknowledge the direction toward PT.IZZM Power Supply Business and IMC.The second and third group was conducted with PT.IZZM Distributor and reseller, to get more in-depth information on the problems faced so far on current IMC.The fourth group are representing the user of PT.IZZM Power Supply, which suffered or benefited the most from current PT.IZZM IMC.Finally, all the gathered data will be interpreted to generate new strategy in order to enhance its effectiveness and grab more market share.
This research adopts a mixed-methods explanatory approach, combining quantitative and qualitative methods for a comprehensive understanding of the subject.The quantitative aspect involves the assessment of Integrated Marketing Communication (IMC) (Broderick & Pickton, 2005), Brand Awareness (Keller, 2022), and Customer Purchase Intention [13] using established frameworks.IMC RABOSTIC (Duralia, 2018) planning serves as a qualitative basis to formulate the IMC strategy.The quantitative phase comprises an online survey with 160 respondents, surpassing the minimum target of 157.Subsequently, in-depth interviews and Focus Group Discussions (FGDs) are conducted qualitatively to provide insights into and clarification of the quantitative findings.Interviews involve the general manager of PT.IZZM to understand the direction of PT.IZZM's Power Supply Business and IMC.FGDs engage PT.IZZM distributors, resellers, and users of PT.IZZM Power Supply, representing diverse perspectives on current IMC challenges and successes.The gathered data from both methods will be analyzed and interpreted to formulate a new strategy aimed at enhancing effectiveness and capturing a larger market share.The fact that respondents recall seeing PT.IZZM ads a few times a week or less could be attributed to the historical focus on other main products, like motherboards, video graphics cards, notebooks, and monitors.If PT.IZZM has not been fully committed to advertising power supply, it aligns with the lower recall rate.However, the positive perception of advertising's impact on creating awareness indicates that, despite lower recall, respondents recognize the potential effectiveness of advertising in generating awareness about PT.IZZM products, including power supply.

Promotion 1,8 (Very Poor)
The promotion-related data suggests that a significant portion (80%) of respondents did not participate in recent PT.IZZM promotions or discounts.Despite this, respondents express a positive likelihood of making a purchase due to promotional offers, with preferences leaning towards discounts and vouchers (85.6%) and buy one get one free offers (53.1%).The data implies a need for PT.IZZM to enhance the visibility and appeal of their promotions, possibly by aligning strategies with the audience's preference for discount-related offers.Overall, optimizing promotional activities to better resonate with customer preferences may increase participation and campaign effectiveness.The data related to personal selling indicates that a considerable number of respondents (49.4%) have interacted with PT.IZZM sales representatives, both instore and online.The evaluation of personal selling effectiveness is generally positive (60.6%), with scores ranging from effective to highly effective.Key aspects influencing purchase decisions in personal selling include product knowledge (88.8%), friendliness (55.6%), and seller solutions (51.9%).These findings suggest that the personal selling efforts of PT.IZZM are positively perceived, and the emphasis on product knowledge and customer engagement has a significant impact on influencing purchase decisions.The company may benefit from maintaining and enhancing these aspects in its personal selling strategy.The effectiveness of personal selling is generally rated positively (60,6%), with scores ranging from effective to highly effective.

Public Relation 3,34 (Good)
The data related to public relations indicates that the current PT.IZZM IMC (Integrated Marketing Communications) efforts in public relations are perceived to be effective.The contribution to a positive image is substantial, with scores ranging between 4 and 5 (3.98), suggesting that respondents believe PT.IZZM's public relations efforts positively impact the company's image.Moreover, the data on social media presence reveals that respondents often encounter PT.IZZM-related news or articles on social media.While the social media presence is described as slightly active (3.34),there is room for improvement, and PT.IZZM may consider enhancing its social media activities to further engage with its audience and strengthen its positive image.

Brand Awareness Assessment
Based on IMC assessment, PT.IZZM's IMC level is on good level for public relation and personal selling, but poor on recall of recent advertisements.

Brand Recall 3,288 (Good)
PT. IZZM has a reasonably above Fair brand recall among respondents, with a substantial number of them recalling the brand when considering computer-related products.Additionally, a significant portion of respondents remembers specific advertisements or campaigns from PT. IZZM in the last three months, indicating active engagement with recent marketing efforts.The unique logo, constant exposure, and gaming-related elements emerge as key factors contributing to brand recall.6. Brand Recognition 3,097 (Good) Brand recognition for PT.IZZM appears to be reasonably Fair, with a majority of respondents expressing confidence in recognizing the brand on power supply units.The unique logo is a key distinctive element contributing to this recognition.Moreover, various activities, especially engagement on social media platforms, significantly influence brand recognition.

AIDA Assessment
Based on AIDA assessment, PT.IZZM's AIDA level is on good level for attention, interest and desire, but poor on action.

Area Assessment Analysis
Marketing Material Attraction

3,278
Perceptions of the attractiveness of PT.IZZM's marketing materials vary, with ratings between 1 and 5. There's room for improvement in capturing attention through marketing materials.

Interest 3,607 (Good)
The data reflects a positive overall interest score of 3,607 for PT.IZZM, with key factors influencing interest being product features and specifications (46.3%), brand reputation (38.8%), and aftersales services (9.4%).Customers attribute significant importance to these aspects when considering PT.IZZM products.The effectiveness of marketing information is generally perceived positively, with 38.8% rating it as good and 38.1% as fair.While there is room for improvement, the data suggests that PT.IZZM has the opportunity to enhance interest further by emphasizing product features, maintaining a positive brand reputation, and refining the quality of information presented in marketing materials.The quality of information provided in marketing materials is generally rated positively, but improvements can be made.
10. Desire 3,639 (Good) The data indicates a desire score of 3,6395 for PT.IZZM, with perceived value playing a crucial role in influencing customers.The majority, 48.8%, view the value of PT.IZZM power supply positively, while 25.6% hold a negative perception.This suggests a significant proportion of the target audience sees PT.IZZM's power supply as valuable compared to similar market offerings.The brand desire rating of 3.65 emphasizes the impact of brand reputation on the desire to own or experience PT.IZZM products, with 35.6% rating it as good and 36.3% as fair.The results suggest that positive brand perception strongly contributes to customers' desire to engage with PT.IZZM products, providing an opportunity for further strengthening brand appeal (Kotler, P. and Keller, 2012).The perception of the brand reputation influences the desire to own or experience PT.IZZM products.

Action 2,548 (Poor)
The data on action reveals a poor score of 2,548 for PT.IZZM.Key factors influencing purchase decisions include a strong emphasis on brand reputation (72.5%), product features (65.6%), promotions (63.7%), international reviews (31.3%), and recommendations from friends or family (28.1%).These factors underscore the importance of brand perception and product-related information in shaping customer decisions.Additionally, actions taken as a result of marketing efforts show that website visits and social media interactions contribute significantly (55%) to customer actions, highlighting the importance of online presence and engagement strategies in driving customer behavior.Situation Analysis Situation analysis will provides a holistic understanding of the internal and external factors influencing PT.IZZM's position in the power supply market.This understanding is crucial for developing a targeted and effective integrated marketing http://doi.org/10.24815/Riwayat.v7i1.37126communication strategy, aligning marketing choices with consumer behavior, differentiating from competitors, and capitalizing on market opportunities.Tailor marketing strategies for millennials.
Acknowledge the growing e-commerce adoption in older demographics.

Competitor Analysis
PT. IZZM competes with CSR and CM.
Leverage extended warranty, competitive pricing, and diverse purchasing options.Emphasize offline presence.

Market Analysis
DIY PC segment drives PSU market in Indonesia.
Focus on targeted marketing for PSU segment.Leverage the thriving ecosystem of PC enthusiasts.

Product Analysis
PT. IZZM's PSU products align with consumer needs.
Continue innovating, stay abreast of market trends, and emphasize sustainability features..

Company Analysis
Positive Q3 2023 results indicate strong market demand.
Leverage financial resources to capitalize on emerging opportunities in the power supply market.Maintain focus on cost management and market responsiveness.

Target Market Profile
Author identifying target audiences and profiling target market through Psychographic segmentation that focuses on understanding consumers lifestyles, values, interests, and behaviors.
• Gaming enthusiasts, typically aged 18-34, holding predominantly Bachelor's degrees or higher, with a diverse income range, and displaying a strong affinity for PT.IZZM products, particularly motherboards, notebooks, and VGAs.This segment may also present significant potential for PT.IZZM PSU adoption.

Summary Analysis
Based on the Integrated Marketing communication assessment, brand awareness assessment, customer purchase intention assessment, situation analysis and focus group discussions, the author summarized the analysis from the perspective of the integrated marketing communication mix model.
1. Vision & Strategy PT.IZZM has initiated the power supply will be included as primary focus in coming year due to its opportunity that is still very big considering current market share only below 6%, and expected to be able to grab at least 20% by next 2 years.By assessing situation analysis, including consumer, competitor, market, and product analysis, author found that PT.IZZM have competitives advantages that can be maximize to reach the vision stated.propose to collaborate with community influencer, which will help PT.IZZM to post about PT.IZZM Product (QnA, Tips, Sharing, Etc) in the forum and community to create hype and awareness.The Community person in charge also can feedback if any questions form user and suggest them suitable PT.IZZM product.

Conclusion
PT. IZZM's current Integrated Marketing Communication (IMC) for the power supply market has notable strengths, including a well-established corporate identity and a presence across various channels such as the official website, social media, and offline retailers.However, a recent IMC, brand awareness, and customer purchase intention assessment revealed areas that need improvement, particularly in advertising and promotions.Poor recall in these aspects suggests a need for enhanced visibility, while a low customer action score indicates challenges in converting interest into actual purchases.The situation analysis uncovered key insights across different dimensions.In consumer analysis, aligning marketing choices with consumer behavior theories is emphasized, stressing the importance of understanding cultural, social, psychological, and individual factors.Competitor analysis highlights CSR and CM as significant players, with PT.IZZM's strengths in a 10-year warranty, competitive pricing, and offline experience stores.The market analysis identifies a substantial opportunity in the Indonesian PSU market, particularly in the DIY PC segment, suggesting the need for a new integrated marketing communication strategy.To improve its IMC, PT.IZZM is advised to assess its existing strategy, brand awareness, and customer purchase intention using the RABOSTIC frameworks to plan the IMC strategy employing an appropriate IMC Mix Model.The focus should be on advertising and promotions, with a recommendation to allocate more resources, select the right advertising channels, and create effective promotions to increase brand awareness and lead to customer purchases.
Figure1.Forecast PC'S market in Indonesia(Statista, 2020) According toStatista Market Forecast (Desktop pcs, n.d.), the revenue in the Desktop PCs market in Indonesia is expected to be US$0.9bn in 2024, with an annual growth rate of 2.20%.Indonesia's growing tech-savvy and gaming community has also played a significant role in driving the DIY PC market.As more consumers become familiar with building and customizing PCs, the demand for high-performance components and accessories is expected to increase further.The power supply unit (PSU) is a vital component in a personal computer(Paul, 2021), serving as the linchpin for system stability and reliability.Responsible for converting electrical power from an outlet into usable forms for the motherboard, CPU, GPU, and peripherals, the PSU plays a crucial role in regulating power, safeguarding components from damage with protective features, and ensuring compatibility with various PC hardware.A reliable and efficient power supply not only enhances the longevity of the entire system but also facilitates ease of upgrades, noise reduction, and energy efficiency.In essence, the choice of a high-quality PSU is pivotal in maintaining optimal performance, preventing hardware issues, and contributing to a seamless computing experience.PT.IZZM is a leading technology company that specializes in the design and manufacture of high-performance gaming laptops, desktops, motherboards, graphics cards, and more.The company was founded in 1986 and has since expanded its operations to over 120 countries worldwide.PT.IZZM's mission is to provide innovative and reliable products that cater to the needs of gamers and creators alike.PT.IZZM has a comprehensive product line in the broader PC business but is facing challenges in the power supply segment, it could indeed represent a significant missed opportunity.Power supplies are critical components in PC builds, and capturing a substantial market share in this sector is essential for a holistic presence in the PC industry.To analyze PT.IZZM Power Supply performance and to find the underlying issue, the following Figure1are comparison of PT.IZZM Power Supply sales report compare to data given from IDC in 2022.

Figure 2 .
Figure 2. DIY PC Market 2022 Based on figure 2, PT.IZZM Power supply market share only reach 5,6% while motherboard business cover more than 38% in total overall DIY market size in 2022.While assessing the competitor, based on internal data PT.IZZM's sales in table 1.1 show a decreasing trend over the quarters, from 3700 in Q1-22 to 2546 in Q4-22.This might indicate a decline in demand or market challenges.In comparison to other brands, two major competitor in power supply market comes from CSR and CM that covers more than 47% market share of power supply in 2022.

Figure 3 .
Figure 3. Assessment PT.IZZM IMC Following is the detail result of IMC assessment, consist of 4 area: 1. Advertising 1,763 (Very Poor)The fact that respondents recall seeing PT.IZZM ads a few times a week or less could be attributed to the historical focus on other main products, like motherboards, video graphics cards, notebooks, and monitors.If PT.IZZM has not been fully committed to advertising power supply, it aligns with the lower recall rate.However, the positive perception of advertising's impact on creating awareness indicates that, despite lower recall, respondents recognize the potential effectiveness of advertising in generating awareness about PT.IZZM products, including power supply.

Table 1 .
Indonesia Power Supply Sales 2022 If consumers are not sufficiently informed or aware of PT.IZZM's PSU offerings, it can hinder their ability to make informed purchasing decisions, impacting market share growth.PT.IZZM should find a IMC strategy to increase efficiency as a solution to improve their brand awareness and customer purchase intention and create a new value proposition to get a market share to overcome this situation at the same time.An analysis by

Table 2 .
Respondent Profile

Table 3 .
IMC Assessment Results: Advertising

Table 4 .
IMC Assessment Results: Promotion

Table 5 .
IMC Assessment Results: Personal Selling

Table 6 .
Brand Awareness Assessment Results: Public Relation

Table 7 .
Brand Awareness Assessment Results: Brand Recall

Table 8 .
Brand Awareness Assessment Results: Brand Recognition The brand association for PT.IZZM Power Supply is strong, with gaming, reliability, high performance, and affordability being key keywords.Additionally, respondents generally hold a positive perception of the values and quality associated with PT.IZZM Power Supply, indicating a favorable brand image.

Table 9 .
Brand Awareness Assessment Results: Brand Association

Table 11 .
AIDA Assessment Results: Interest

Table 13 .
AIDA Assessment Results: Action

Table 14 .
IMC Situation Analysis

•
Tech professionals, spanning diverse ages but notably concentrated in the 25-54 age group, exhibit a preference for PT.IZZM products, especially in workstations, showcasing a potential interest in PT.IZZM PSUs for stability and performance.•Casual users, representing various age groups and educational backgrounds, demonstrate occasional use of PT.IZZM products with potential interest in PT.IZZM PSUs based on specific needs or preferences, valuing a balance between performance and affordability in their technology use.This approach combines top-down strategic direction from top management with detailed insights and localized strategies from lower-level managers, offering a balanced and flexible strategy for improvement.