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All Journal Jurnal The Messenger Prosiding Konferensi Nasional PKM-CSR
Jessica Ariella Senjaya
Universitas Pelita Harapan
Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Environmental Science Nursing Public Health Social Sciences

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KETERAMPILAN KOMUNIKASI EFEKTIF DALAM MEMPERSIAPKAN GENERASI EMAS 2045 DI SMP KRISTEN 1 SALATIGA Agustin Diana Wardaningsih; Jessica Ariella Senjaya; Reffeltha Achristy Patriotika; Greascia Agustina Esra
Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat dan Corporate Social Responsibility (PKM-CSR) Vol 8 (2025): Penguatan Ekonomi Masyarakat Berbasis Ekologis untuk Mencapai Keberlanjutan Menuju Ind
Publisher : Asosiasi Sinergi Pengabdi dan Pemberdaya Indonesia (ASPPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37695/pkmcsr.v8i0.2713

Abstract

Communication skills for the young generation are one of the efforts to prepare capabilities for Indonesia's Golden Generation 2045. One way is through public speaking skills, so that the younger generation is capable and self-confident, especially in the world of work, enabling them to contribute to economic strengthening. The Community Service (PkM) Team from the Communication Science Study Program, FISIP, conducted a Public Speaking Training activity to help boost the self-confidence of junior high school teenagers in Bendosari Hamlet, Salatiga. The purpose of this activity was to develop and hone the students' communication skills so that they have the ability and confidence to express opinions, interact in the classroom, and even utilize the digital world related to social media positively. The implementation method included three stages: (1) needs assessment through observation and interviews; (2) execution of public speaking training covering message delivery techniques, audience mastery, and structuring effective communication content; and (3) evaluation through presentation simulations and participant feedback. The results of the activity showed a significant increase in the participants' self-confidence and ability to convey ideas. This training not only equipped students with practical communication skills but also instilled an awareness of the role of the younger generation in driving sustainable development towards Indonesia's Golden Generation 2045.
Consumer Participation in Co-Creation: Exploring Its Role in Shaping Brand Image Jessica Ariella Senjaya; Sigit Pamungkas; Stephanie Bella Saputri
Jurnal The Messenger Vol. 18 No. 2 (2026): May-August
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v18i2.14038

Abstract

Purpose: This study examines how consumer participation in co-creation influences the brand image of Teh Botol Sosro within a participatory marketing context. Recent research has increasingly shifted from firm-centered branding toward consumer involvement in co-creating brand value and meaning through digital and social media interactions. However, prior studies have often focused on consumers with established brand relationships, leaving limited understanding of how non-loyal consumers experience open co-creation initiatives. This study addresses this gap by examining how both loyal and non-loyal consumers construct brand meaning through participation in the 2025 Teh Botol Sosro Packaging Design Competition.   Methods: A descriptive qualitative approach with a phenomenological method was employed. Data were collected through in-depth interviews with six purposively selected participants, comprising loyal and non-loyal consumers as well as winners and non-winners. Data were analyzed through data reduction, data display, and conclusion drawing.   Findings: Consumer participation functioned as an experiential mechanism that strengthened brand image through cognitive, emotional, and creative engagement. Access and risk-benefit considerations were more prominent than dialogue and transparency. Participation generated stronger, more favorable, and distinctive brand associations, while non-loyal consumers also contributed to brand meaning through creative participation.   Originality: This study extends co-creation research by positioning loyal and non-loyal consumers as active meaning-makers in participatory brand image formation, offering empirical insight into how open creative participation can reshape brand perceptions beyond pre-existing brand loyalty.
Co-Authors Agustin Diana Wardaningsih Greascia Agustina Esra Reffeltha Achristy Patriotika Sigit Pamungkas Stephanie Bella Saputri