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All Journal Journal Research of Social Science, Economics, and Management Jurnal Pendidikan Indonesia (Japendi)
Bagaskara Nur Rochmansyah
Politeknik Siber Cerdika Internasional, Indonesia
Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Citra Perempuan Dalam Iklan Blibli di Youtube “Ciptakan Cantikmu Dengan Produk Pasti 100% Ori | International Women’s Day”: Analisis Wacana Kritis Sara Mills Bagaskara Nur Rochmansyah; Tiara Apriliani Widiatmoko; Ifutya Warnisa
Jurnal Pendidikan Indonesia Vol. 6 No. 5 (2025): Jurnal Pendidikan Indonesia (Japendi)
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v6i5.7863

Abstract

Penelitian ini bertujuan untuk mengidentifikasi citra perempuan yang terbentuk melalui iklan tersebut. Penelitian ini penting untuk memahami bagaimana iklan memainkan peran aktif dalam merepresentasikan gender dan memengaruhi persepsi masyarakat. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif yang didasarkan paada teori Sara Mills. Hasil analisis menunjukkan bahwa posisi subjek-objek dalam iklan ini sebagian besar diarahkan pada perempuan. Namun, terdapat pula subjek yang direpresentasikan oleh laki-laki atau Masyarakat secara umum, yang ditandai melalui penggunaan kata “mereka” sebagai sudut pandang orang ketiga. Dapat disimpulkan bahwa citra yang ditampilkan dalam iklan ini mencerminkan pesan positif mengenai kepercayaan diri, kecantikan alami, dan penerimaan diri Perempuan yang dipernakan oleh aktor dalam iklan. Iklan yang menyajkan citra positif perempuan dapat membantu mengubah persepsi masyarakat tentang peran dan nilai Perempuan. Kemudian, penyajian citra perempuan yang kuat dan percaya diri dapat berkontribusi pada peningkatan rasa percaya diri dikalangan perempuan.
Optimizing a Local Resource-Based Business Model for the Gadod Weaving Industry: Increasing Brand Awareness and Customer Engagement Muhammad Khoirul Umam; Askarno Askarno; Bagaskara Nur Rochmansyah
Journal Research of Social Science, Economics, and Management Vol. 5 No. 4 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i4.1176

Abstract

The Gadod Weaving Industry in Majalengka, a cultural heritage of high value, faces challenges due to low brand awareness and customer engagement caused by a traditional business model that has not undergone digital transformation. This research aims to optimize a business model based on local resources through collaboration between culture and digital technology to increase brand awareness and customer engagement. This study uses a descriptive qualitative approach with a case study on Gadod Weaving artisans in Nunuk Baru Village. The research findings present a business model design for Tenun Gadod based on local resources, emphasizing community collaboration, cultural storytelling, and digital marketing. The digital campaign "Gadod Weaving for the World" showed significant improvements: content reach exceeded 32,000 impressions with 65.2% new audience, an interaction rate of 1.83% (exceeding the national average), a +211% increase in website active users, and a +306% increase in online interaction activity. The main outcomes of this research include the BMC-VPC business model, branding strategy, training for local content creators, and digital collaboration with regional media. The implementation of the R.A.I.S.E method has proven effective in integrating research, business strategy, and culture-based digital promotion. The research results demonstrate that cultural storytelling and cross-sector collaboration can increase the economic value and image of Tenun Gadod as a highly competitive local product. This strategy has the potential to be replicated in other traditional weaving industries, supporting cultural preservation while strengthening the creative economy in the region.
Co-Authors Askarno Askarno Ifutya Warnisa Muhammad Khoirul Umam Tiara Apriliani Widiatmoko