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All Journal CommIT (Communication & Information Technology) Manajemen Bisnis Kompetensi The Asian Journal of Technology Management (AJTM) DeReMa (Development Research of Management) Jurnal Manajemen Expose: Jurnal Ilmu Komunikasi Jurnal Muara Ilmu Ekonomi dan Bisnis FIRM: Journal of Management Studies Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Jurnal Manajemen Maranatha
Syahrivar, Jhanghiz
President University
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Social Sciences

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Oppositional Decoding Influences under Stuart Hall: A Case Study of the Advertisement “The NFL is for everyone” Daniel Blanchett; Jony Oktavian Haryanto; Jhanghiz Syahrivar
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.3945

Abstract

Social Justice Content Marketing (SJCM) presents unique challenges to the marketer beyond the traditional marketing tools used to message the consumer effectively. Consumers demand that corporations take action on social issues, yet it is difficult for consumers to define for corporations or marketers what such actions should entail or whether initiatives are effective from the corporate and societal dimensions. Over the last thirty years, changes in media have divided consumer attention across multiple media channels, and message persistence is decreased due to increased message volumes overall. Positioning of SJCM messages is often unintended. Identity via labeling, the backbone of traditional marketing segmentation, targeting, and positioning, is counterproductive in SJCM communications. We used a netnographic approach to capture responses to the National Football League’s SJCM advertisement Football is for Everyone to determine why consumers rejected the advertisement. We applied Stuart Hall’s reception theory to categorize consumer responses and used social dominance theory, labeling and identity frameworks, and semiotics under Pierce. In addition, we examined the benefit to corporate revenue and societal improvement. The results found were that advertisement rejection was due to oppositional and denotative decoding resulting from polysemic symbol versus iconic usage and encoding non-socially dominant beliefs as dominant beliefs in the advertisement. Iconographic messaging reduces non-preferred and negotiated decoding. Further, some corporations may benefit from SJCM financially, but others may suffer substantial financial loss. The gains are more tied to the alignment of core customer demographics and existing beliefs with the advertisement and losses with a disconnect with customer beliefs.
NAVIGATING UNCERTAINTY: PROMOTING INDONESIAN FAMILY BUSINESSES THROUGH TIKTOK AS A SOCIAL COMMERCE PLATFORM Syahrivar, Jhanghiz; Rozy, Ryo Fadhlur; Chairy, Chairy
Proceeding of the International Conference on Family Business and Entrepreneurship 2024: PROCEEDING OF 8TH INTERNATIONAL CONFERENCE ON FAMILY BUSINESS AND ENTREPRENEURSHIP
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/icfbe.v0i0.5600

Abstract

Family businesses, especially those that fall under the small and medium-sized enterprise (SME) classification, play a crucial role in numerous countries worldwide by fostering regional growth, driving innovation, and creating employment opportunities, all of which positively impact the national economy. The rapid advancements in the digital era have enabled family business practitioners to leverage digital sophistication to expand their businesses amidst political and economic uncertainties. This study aims to understand the motivations behind Indonesian family businesses' choice of TikTok as a social commerce platform and to explore their online promotional strategies utilizing this platform. Employing a qualitative approach, the research delves into why and how family businesses in Indonesia utilize TikTok for their marketing efforts. The findings reveal several factors that make TikTok an advantageous platform for family businesses. Firstly, TikTok is recognized as the most popular social media platform in Indonesia, making it a highly effective tool for attracting potential customers. Secondly, despite the technical challenges associated with digital platforms, TikTok is perceived as user-friendly. Thirdly, TikTok provides unique features that distinguish it from other social media platforms. Fourthly, TikTok is regarded as a cost-effective means of business promotion. Lastly, TikTok enhances customer engagement. Additionally, this paper examines various online promotional strategies employed by local family businesses on TikTok. The study provides valuable managerial insights for family business practitioners.
Compensating affection deprivation through K-drama Muqaromah, Susiana Febriyanti; Syahrivar, Jhanghiz
Expose: Jurnal Ilmu Komunikasi Vol 7, No 1 (2024): Expose: Jurnal Ilmu Komunikasi
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v7i1.5558

Abstract

K-drama is arguably one of the most popular media businesses of the century. Previous studies suggest that affection deprivation signifies an absence of meaningful communication and affectionate relationships with significant others, leading to various negative affective states such as anxiety, stress, and depression. A less explored compensatory strategy for affection deprivation in the Asian context is K-drama addiction, as in binge-watching and parasocial relationships with Korean celebrities and fictional characters. This phenomenological study investigates how affection deprivation influenced K-drama addiction during the COVID-19 pandemic. This study used a purposive sampling involving female K-drama fans who engaged in binge-watching and reported addiction symptoms. Several themes emerged during the in-depth interviews and focus group discussions: affection deprivation, negative affect, compensatory strategy, perceived benefits, enabling factors, and the cycle of addiction. This paper is the first study that attempts to link K-drama addiction with compensatory consumption.
Brand loyalty as mediator of brand image-repurchase intention relationship of premium-priced, high-tech product in Indonesia Hetty Karunia Tunjungsari; Jhanghiz Syahrivar; Chairy Chairy
Jurnal Manajemen Maranatha Vol 20 No 1 (2020): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v20i1.2815

Abstract

This research aims to examine whether there is a mediating role of brand loyalty in the relationship between brand image and repurchase intention of premium-priced, high-tech product in Indonesia. We chose Apple brand in this research through a preliminary study involving 50 respondents. From the self-administered survey, we concluded Apple were perceived as the premium-priced, high-tech product. After the preliminary study, we collected 210 users of Apple products to participate in our research. Hypotheses testing were done using linear regression in IBM SPSS Statistics version 24 and Hayes’ Macro Process version 3.3 model 4. Research findings show that all hypotheses were supported by the data, brand image significantly and positively influences repurchase intention and brand loyalty mediates the influence of brand image on repurchase intention. Research implications are discussed further in this article.
PEMBELAJARAN ONLINE MARKETPLACE SEBAGAI BEKAL KEWIRAUSAHAAN BAGI SISWA SMK INFORMATIKA AMANAH BANGSA, CIKARANG Sonny, Sonny; Manurung, Siska; Genoveva, Genoveva; Syahrivar, Jhanghiz; Dewi Fortuna, Dewi Fortuna
Abdimas Galuh Vol 5, No 2 (2023): September 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ag.v5i2.10826

Abstract

Kegiatan pengabdian masyarakat ini diselenggarakan oleh akademisi dan mahasiswa Universitas Presiden, bertujuan untuk memberikan bekal yang positif kepada siswa SMK Amanah Bangsa, Cikarang dalam memaksimalkan peluang di internet. Pembelajaran ini bertujuan untuk memaksimalkan sosial media dan online marketplace untuk mendapatkan penghasilan. Para siswa belajar dari dasar, bagaimana membangun brand awareness, meningkatkan interaksi dengan pengikut, serta menggunakan strategi pemasaran digital untuk meningkatkan penjualan. Pelatihan ini juga akan membantu mereka dalam mengidentifikasi produk atau jasa yang memiliki potensi pasar tinggi, serta bagaimana menawarkan produk atau jasa tersebut secara efektif. Dengan meningkatkan keterampilan dan pengetahuan dalam mengelola sosial media, para siswa diharapkan dapat menjadi agen perubahan dalam meningkatkan perekonomian di tingkat mikro.
Co-Authors Chairy Chairy Daniel Blanchett Dewi Fortuna, Dewi Fortuna Eka Srirahayu Ariestiningsih Genoveva Genoveva, Genoveva Ghina Rizky Hetty Karunia Tunjungsari Ichlas, Andy Muhammad Jony Oktavian Haryanto Lilis Mega Setiawati Manurung, Siska Muqaromah, Susiana Febriyanti Paramita, Risma Jayanti Rizky, Mega Rizky, Mega Rozy, Ryo Fadhlur Selamat, Frangky Sonny, Sonny Yuling Wei