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All Journal Jurnal The Messenger CARADDE: Jurnal Pengabdian Kepada Masyarakat Jurnal Litbang: Media Informasi Penelitian, Pengembangan dan IPTEK COMMENTATE: Journal of Communication Management Jurnal Pengabdian Masyarakat Bangsa Komunita: Jurnal Pengabdian dan Pemberdayaan Masyarakat Nusantara Journal of Multidisciplinary Science THE COMMERCIUM
Setianingrum, Vinda Maya
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MANAJEMEN KONVERGENSI MEDIA JAWA POS DI ERA DIGITAL Fuada, Sofia Nurul; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 3 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i3.63254

Abstract

This research aims to determine the media convergence management implemented by Jawa Pos in the digital era with a research focus on the policies taken by the Editors in Chief from three Jawa Pos business units including: Jawa Pos Koran, JawaPos.com, and JawaPos TV in operational convergence management media. Management is a benchmark for how Jawa Pos can maintain itself in the current digital era, especially by integrating the three business units so that they can be multiplatform perfectly. The type of research used in this research is qualitative descriptive research with a constructivist paradigm to review the reality that is happening. Data collection was carried out through interviews with sources, observation and documentation. In reviewing the implementation of Jawa Pos convergence management, researchers used the management theory of George Robert Terry POAC (Planning, Organizing, Actuating, Controlling) and the Niche theory by Dimmick and Rothenbuhler. From the research results, the three Chief Editors of the Jawa Pos business unit created a 3M policy (mutimedia, multiplatform and multichannel) and a policy for changing the organizational structure in managing media convergence to be able to maintain its existence in the digital era. This policy resulted in Jawa Pos increasing the diversity of its news programs, as well as cutting HR costs.
STUDI FENOMENOLOGI PERSONAL BRANDING PENDAKI GEN-Z DI MEDIA SOSIAL Adani, Naufal Sallahudin; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 3 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i3.63398

Abstract

This research highlights the importance of personal branding, which is the process of creating a self-image to increase an individual's selling value. In the digital era, social media such as Instagram has become a primary tool in forming personal branding. Generation Z, who are active in mountain climbing, utilizes this platform to share experiences and build self-identity. This trend reflects how the hobby of climbing is used as a means of self-expression and social interaction. Using Montoya's personal branding theory, this study found that the aspects of "visible," "specialization," and "unity" were very prominent in the concept of personal branding used. The interviewees utilized Instagram to show their presence, showcase special skills, and maintain consistency between online images and real behavior, all of which contributed to a strong self-image in the eyes of their audience. However, concepts such as "firmness," "personality," "difference," "leadership," and "good name" have not been fully explored. The research method used a qualitative approach, specifically phenomenological studies, to explore the experiences of generation Z in forming personal branding through Instagram. Data were collected through in-depth interviews with young climbers who are active on social media. These results show that Instagram is an important platform for Generation Z mountain climbers in building and managing their personal branding, with audience feedback playing a significant role in driving the development of this branding.
STRATEGI KOMUNIKASI DALAM MENGIMPLEMENTASI KEGIATAN CSR (STUDI KASUS PADA PROGRAM KEMITRAAN DAN BINA LINGKUNGAN TERHADAP MITRA BINAAN PT SIER) Nuriyah, Tika Nadhifatun; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 3 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i3.63407

Abstract

PKBL was a mandatory social responsibility program of PT SIER, regulated by the Minister of State-Owned Enterprises Regulation Number PER-05/MBU/2007. This research aimed to describe the communication strategies implemented in the execution of the partnership program held by the TJSL Department of PT SIER. The research method used was a case study with a qualitative approach. The data collected by the researcher came from semi-participant observations, interviews with company employees and partner beneficiaries, as well as through company documents and documentation. The research results showed that PKBL was a corporate social responsibility based on the CSR Triple Bottom Line principle. PT SIER strived to achieve a balance between economic performance (Profit), community social development (People), and green industrial area management (Planet). The factors influencing the success of PKBL implementation were impacted by the communication strategies of the TJSL Department to partner beneficiaries. The communication strategies used began with identifying the audience, determining the objectives, crafting the messages, and establishing the methods or media.
STRATEGI KOMUNIKASI PEMASARAN NUVANTARA TRAVEL SEBAGAI UPAYA PARIWISATA SEHAT DI MASA PANDEMI COVID 19 Rezalina, Ayu Rezalina; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 3 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i3.63465

Abstract

The Covid-19 pandemic that has hit the world since mid-2020 has forced the tourism industry to adapt by implementing the concept of healthy tourism in the hope that this adaptation can restore public trust in the tourism industry. This research aims to understand the marketing communication strategies carried out by Nuvantara as a travel service provider that implements healthy tourism. Data was collected through the interview method with the Nuvantara team. Data analysis was carried out in four stages by Miles and Huberman. The research results show that Nuvantara applies the concept of healthy tourism with a holistic CHSE (cleanliness, health, safety and environment) approach. Nuvantara's marketing communication strategy is carried out with the help of three main channels, namely Instagram as the channel most accessed by the public, WhatsApp as a two-way communication channel, and Notion as a source of specific information that can be accessed. Furthermore, Nuvantara's electronic word of mouth (EWOM) occurs naturally because of the positive experiences that consumers experience when using Nuvantara's services.
IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION GUNAWANGSA HOTEL MANYAR SURABAYA DALAM UPAYA MENINGKATKAN MINAT KONSUMEN Prayagati, Rosa Petrinevanti Rasendriya; Setianingrum, Vinda Maya
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.63559

Abstract

Surabaya as a city of business and tourism makes this city has a variety of hotels to meet the needs of the community. Gunawangsa Hotel Manyar Surabaya as one of the three-star hotels that exist in the city of Surabaya undertakes promotional efforts so that the public has an interest in making Gunavangsa Hotel Manyar Surabaya as an option for them both to stay or organize events. This research aims to find out how the implementation of integrated marketing communication carried out by Gunawangsa Hotel Manyar Surabaya in an effort to increase consumer interest. This research is qualitative research with the paradigm of constructivism, a paradigm that sees social conditions as a systematic analysis. The data collection was obtained from in-depth interviews with a number of informants that matched the criteria. The results of this study indicate that the mix of promotions on IMC applied by Gunawangsa Hotel Manyar Surabaya has six aspects including advertising: banners and brochures, events & experience activities live cooking, public relations & publicity i.e. making press releases, media visits, including PHMI, as well as CSR, personal selling activities sales calls, sales trip, telemarketing, and exhibitions, sales promotion giving discount prices, online & social media marketing doing promotion through instagram.
Personal Branding Food Vlogger Dimas Angga Melalui Sosial Media Instagram @njajantok_sby Sertiana, Indira; Setianingrum, Vinda Maya
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64535

Abstract

With the increasing use of the internet and social media, Dimas Angga utilizes Instagram to review various foods, primarily focusing on local cuisine with his distinctive style. This study aims to describe the personal branding of food vlogger Dimas Angga through his Instagram account, @njajantok_sby. This research is qualitative and uses a case study method. Data were collected through in-depth interviews with Dimas Angga, his manager and videographer team, two followers of the @njajantok_sby Instagram account, as well as documentation and direct observation of his activities on Instagram. The study employs Petter Montoya's personal branding theory, which includes eight key concepts. The findings indicate that Dimas Angga has successfully built a strong personal brand by applying the concepts of specialization and personality, showcasing his unique style with polite eating habits, avoiding excessive trends like mukbang, focusing on street vendors, delivering detailed information, and maintaining a consistent and authentic personality in his content. This approach has not only increased his popularity among Instagram users but has also attracted collaborations with brands in the culinary field. Keywords: Personal branding, Food Vlogger, Social Media, Instagram.
STRATEGI HUMAS DPD PARTAI GOLONGAN KARYA JAWA TIMUR DALAM MENINGKATKAN CITRA ORGANISASI PADA PEMILU 2024 Peris, Mutiara Putri; Setianingrum, Vinda Maya
The Commercium Vol. 9 No. 2 (2025): The Commercium - April 2025
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i2.66539

Abstract

Penelitian ini membahas strategi hubungan masyarakat (humas) yang diterapkan oleh DPD Partai Golkar Jawa Timur dalam upaya meningkatkan citra organisasi pada Pemilu 2024. Penelitian ini dilatarbelakangi oleh menurunnya kepercayaan publik terhadap partai politik dan perlunya strategi komunikasi yang efektif guna menarik simpati masyarakat. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa DPD Partai Golkar Jawa Timur menerapkan strategi humas berbasis Four Steps of Public Relations yang meliputi pencarian fakta, perencanaan, implementasi, dan evaluasi. Strategi ini terbukti efektif dalam meningkatkan interaksi dengan masyarakat dan membangun citra positif partai. Penelitian ini diharapkan dapat memberikan kontribusi dalam kajian komunikasi politik dan menjadi referensi bagi partai politik dalam merancang strategi humas yang lebih efektif.
PENGARUH SOCIAL MEDIA MARKETING PADA INSTAGRAM STASIUN DANGDUT JTV TERHADAP BRAND AWARENESS JTV SURABAYA Harydar, Azizah Dwiputri; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 1 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i1.58753

Abstract

Tujuan penelitian ini adalah untuk mengetahui apakah terdapat pengaruh yang signifikan antara social media marketing pada Instagram Stasiun Dangdut JTV terhadap brand awareness JTV Surabaya. Metode penelitian dalam penelitian ini adalah dengan menggunakan pendekatan kuantitatif deskriptif dengan metode penelitian analisis pengaruh. Penelitian ini bermaksud untuk mengetahui optimalisasi dari adanya social media marketing yakni dengan mengukur tingkat brand awareness yang telah didapatkan oleh pengikut Instagram Stasiun Dangdut JTV Surabaya. Hasil penelitian menunjukkan program televisi lokal Stasiun Dangdut JTV Surabaya telah memanfaatkan media sosial Instagram miliknya dengan baik sehingga dapat mempengaruhi pengikutnya yakni menimbulkan kesadaran merek tahap akhir yaitu Puncak Pikiran (Top of Mind) hingga dapat memasukkan merek JTV Rek (Surabaya) ke dalam kategori pelopor program dangdut stasiun televisi lokal.
PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP KEPUASAN PELANGGAN SHOPEE FOOD DI SIDOARJO Akmal, Ichsanuddin; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 1 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i1.59403

Abstract

Online shopping activities have now become a trend in society. One of the marketplace applications that is currently being used is the Shopee application. Shopee is not only engaged in e-commerce, but also develops business in the food sector or commonly called "Shopee Food". This feature is one of Shopee's development efforts in accommodating convenience for its consumers in purchasing food or drinks online. This study aims to determine how much influence Marketing Communication has on Shopee Food customer satisfaction in Sidoarjo. This research is quantitative research with a cross sectional approach. The data used are primary data and secondary data collected through observation, distributing questionnaires, and documentation. The population used was Shopee Food customers in Sidoarjo with a sample of 96 respondents who were taken using accidental sampling technique. The validity test and reliability test were used to test the validity of the data in this study. Furthermore, the data were analyzed using a simple linear regression test. The results showed that marketing communication strategy affects Shopee food customer satisfaction in Sidoarjo with a percentage of 32.6%. The remaining 67.4% (100%-32.6%) is caused by other factors, namely product quality, service quality, and pricing. Partial and simultaneous test results show that marketing communication strategies affect Shopee food customer satisfaction in Sidoarjo. This research is expected to be utilized to improve marketing communication strategies in order to make customers satisfied, as well as a reference for improvement for further research.
STRATEGI SALES PROMOTION DALAM MENINGKATKAN PENJUALAN INDIHOME DENGAN PENDEKATAN STOP-SIT: (Studi Kasus IndiHome Cikarang Barat PT. Telkom Indonesia) Kirana, Rahmania Mega; Setianingrum, Vinda Maya
The Commercium Vol. 8 No. 2 (2024): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v8i2.62481

Abstract

This research aims to discover the sales promotion strategies implemented by IndiHome Cikarang Barat using the STOP-SIT approach. The STOP-SIT approach is applied comprehensively, encompassing market segmentation, targeting, objectives, positioning, tool selection, integration of online and offline strategies, and continuous monitoring and evaluation. The results indicate that there are three main segments targeted by IndiHome Cikarang Barat: students and productive workers (17-40 years old) as the primary target, business owners (30-50 years old) as the secondary target, and homeowners (40-60 years old) as the tertiary target. IndiHome Cikarang Barat positions itself as a superior solution by offering reliable connectivity, extensive network coverage, and flexible service package options, addressing the dissatisfaction of the community with local WiFi services. Online strategies include the IndiHome Virtual Run and Ride, e-sports competitions, collaborations with online streaming platforms, bundling promotions, and content marketing. Offline strategies include participation in local events, booth openings, the role of WiFi.ID Corner, and open table activities.
Co-Authors Adani, Naufal Sallahudin Aji, Gilang Aji, Gilang Gusti Akmal, Ichsanuddin Anam Miftakhul Huda Andriyanto Andriyanto arianto, oni dwi azzuardi, zidnyilman Eli Purwati, Eli Fitri Norhabiba, Fitri Fuada, Sofia Nurul Haris Annisari Indah Nur Rochimah Harydar, Azizah Dwiputri Huda, Anam Miftahul Indrajayani, Galuh Gita Islam, Muh Ariffudin Islam, Muhammad Ariffudin Kirana, Rahmania Mega Lina, Hasna Nur Napitupulu, Pesta Asni Nuriyah, Tika Nadhifatun Peris, Mutiara Putri Pramana, Pramana Prayagati, Rosa Petrinevanti Rasendriya Rezalina, Ayu Rezalina Rifqi Abdul Aziz Sertiana, Indira Setiadi, Tatak Sukardani, Puspita Sari Sukardani, Puspitasari Utari, Prahastiwi