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All Journal Jurnal Kajian Komunikasi Jurnal The Messenger Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement) MediaKom : Jurnal Ilmiah Ilmu Komunikasi Jurnal Studi Komunikasi Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Bricolage : Jurnal Magister Ilmu Komunikasi Gema Wiralodra Jurnal Abdi Masyarakat (JAM) Indonesian Journal for Social Responsibility Jurnal Komunikasi dan Media
Elly Yuliawati
Universitas Mercu Buana
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Other

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Peningkatan Daya Saing Industri Rumah Tangga dan Usaha Mikro Kuliner melalui Rebranding dan Tata Kelola Setiany, Erna; Briandana, Rizki; Andika, Julpri; Putra, Yananto Mihadi; Ramadhan, Kurnia; Adriansyah, Andi; Feriyanto, Dafit; Rahayu, Muthia; Zamzami, Annisa Hakim; Yuliawati, Elly; Pratiwi, Riri
Indonesian Journal for Social Responsibility Vol. 7 No. 02 (2025): December 2025
Publisher : LPkM Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/ijsr.v7i02.449

Abstract

Culinary micro businesses and home industries have a strategic role in local economic development, especially in the Tangerang area. However, obstacles such as low brand awareness, less than optimal business management, and minimal understanding of business regulations hinder the competitiveness of this sector. This study aims to examine how product re-branding and improving business governance can increase the competitiveness of culinary micro businesses. Using the Community-Based Research (CBR) methodology, this community engagement initiative involved 10 business owners selected through purposive sampling, utilizing in-depth interviews and field observations. The results showed that the rebranding strategy, including improving packaging, improving product quality, and strengthening marketing messages, succeeded in increasing sales by up to 30%. In addition, training in financial management, marketing, and operational management improved the skills of business actors. Administrative support in managing permits such as NIB, PIRT, and halal certification also provided more trust to consumers. In conclusion, the combination of an effective rebranding strategy and good business governance can increase the competitiveness of this industry.
Penta-helix collaboration in West Sumatra's 'Taste of Padang' branding strategy Basuki, Pahala; Yuliawati, Elly
Jurnal Studi Komunikasi Vol. 9 No. 1 (2025)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v9i1.9306

Abstract

The "Taste of Padang" polemic serves as an important case study to understand the formation of effective communication between cross-cultural workgroups. This polemic raises the research question, how is the stakeholder communication process in the creation of 'Taste of Padang' as a brand destination for West Sumatra? This research aims to examine the communication process of tourism and creative economy policies (Parekraf) related to ‘Taste of Padang’ as a destination brand for the province of West Sumatra. This research used a case study method, focusing on the communication processes in creating ‘Taste of Padang’. This research delves into information through in-depth interviews with stakeholders from the penta-helix, including the government, academic, business, community, and media sectors. The main results of this study show that the Effective Intercultural Group Communicator Theory (EIWCT) can lead to a good penta-helix communication process when used with a design thinking approach. The establishment of ‘Taste of Padang’ as the destination branding for West Sumatra was decided by consensus to achieve equal participation among the penta-helix, although it did not reach the ideal definition. The government, as the leading sector of the penta-helix, needs to effectively manage cooperative conflict in addressing the controversy regarding the ‘Taste of Padang’ by prioritising open dialogue and collaboration among stakeholders.
Interpretative Flexibility of Digital Immigrant Towards Ajaib Stock Trading Application Sayyidah Afifah; Elly Yuliawati
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.663

Abstract

The Digital Immigrant as users of financial technology, particularly Ajaib Stock Application represent a group that has witnessed the inception and evolution of digital technology, typically lacking proficiency in operating modern technological tools. This study aims to uncover the interpretative flexibility of Digital Immigrants in their experience of using the Ajaib application. The research is grounded in the Social Construction of Technology theory, Phenomenological theory, and Social Category theory. The paradigm of this research adopting a constructivist, the research approach using a qualitative approach, utilizing phenomenological research methods. Data collection techniques used in this study by semi-structured interviews and literature studies. The study reveals that Digital Immigrants demonstrate interpretative flexibility in navigating the Ajaib application amidst the challenges posed by the Covid-19 pandemic. The diversity of interpretative flexibility is based on the various initial motives for using the application, categorized into motives 'because of' and 'in order to'. These motives influence interpretative flexibility concerning language, usage, and structure. Additionally, the interpretative flexibility of digital immigrants is intertwined with a wider context, reflecting various challenges encountered while engaging with the Ajaib application.
Co-Authors Andi Adriansyah Annisa Hakim Zamzami Asri, Ispawati Ayudia, Dina Nur Basuki, Pahala Dafit Feriyanto Enjang Pera Irawan Erna Setiany Henny Gusfa Irma Wanti Julpri Andika Melly Ridaryanthi Muthia Rahayu Nur Kholisoh Nurfa Rachma Suci Octavian, Indri Pratiwi, Riri Ramadhan, Kurnia Rizki Briandana Sayyidah Afifah Sofian Sofian Tri Suharman Yananto Mihadi Putra Yoyoh Hareyah Zulni, Abdul Hamid