Formulation of ethical integrated marketing communication strategy to boost member acquisition for PT HM Sampoerna Tbk.’s smoke-free products

This study investigates the persistently low acquisition of members for PT HM Sampoerna Tbk’s smoke-free products in Indonesia and formulates an ethical, regulation-compliant integrated marketing communication (IMC) strategy to strengthen member growth among adult smokers. Employing a descriptive exploratory design, the research combined a 5 Whys root-cause diagnosis with a cross-sectional online survey of adult smokers and smoke-free product users (N=202). Data were analyzed using descriptive s