Role of Symbolic Interactionism in Marketing Communication Planning at Local Cosmetic Company

Abstract

One of the forms of communication is through digital communication on the internet. The internet is widely used by companies as a medium to market their products or services. However, not all companies are able to carry out a good marketing communication planning process to achieve company targets. Especially with the local cosmetic industry, where the competition is getting tougher. The local cosmetic market is growing more and more, which every year has a significant market increase. Therefore, every company must be able to compete through advertisements that are created to survive. The process carried out by the company in advertising goes through many elements of communication in it, one of which is described in Symbolic Interaction theory. This study discusses how symbolic interactions play a role in marketing communication planning at Mad For Makeup Indonesia. This research is based on Symbolic Interaction theory refined by George Herbert Mead and Marketing Communication Planning theory by Personal, Suganda, Venus, and Susanto. The approach used is the descriptive qualitative case study method. Research sources were owners and employees of the Mad For Makeup company to obtain various types of data, namely primary data and secondary data through interviews, literature study, and documentation. Data obtained through the processing, analysis, presentation, and verification of the validity. The results also show that Mad For Makeup carries out a marketing communication planning process, namely business objectives, strategy, tactical, implementation, monitoring, and evaluation. This process contains elements of communication from Symbolic Interaction theory to support the planning process within the company.