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All Journal ETTISAL Journal of Communication Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Nyimak: Journal of Communication urnal Interaksi: Jurnal Ilmu Komunikasi SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan COMMED: Jurnal Komunikasi dan Media Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) COMMICAST Jurnal Pengabdian Kepada Masyarakat Patikala JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Journal of Educational and Cultural Studies Open Community Service Journal Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Kajian Ilmu Sosial Jurnal Netnografi Komunikasi Indonesian Journal of Economic & Management Sciences (IJEMS) Jurnal Bincang Komunikasi Jurnal Ilmu Komunikasi Jurnal Ilmiah Mahasiswa Ilmu Komunikasi IJSS: International Journal of Social
Oktaviana Purnamasari
Bogor Agricultural Institute
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Pengaruh Celebrity Endorser Jerome Polin Terhadap Keputusan Pembelian Mie Sedap Tasty Beef Yakiniku: (Survei Pada Followers Instagram @miesedaaptasty) Purnamasari, Oktaviana; Solicha, Siti Robiatus
Jurnal Netnografi Komunikasi Vol. 1 No. 2 (2023): JNK Terakreditasi Nasional Peringkat SINTA 5 berdasarkan SK KemdiktiSaintek RI
Publisher : Communication Science Department - Faculty of Social and Political Sciences, Universitas Satya Negara Indonesia (USNI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (147.764 KB) | DOI: 10.59408/netnografi.v1i2.10

Abstract

Advertising is a tool used as a communication process to convey information to audiences that can generate attention, interest and decisions on actions to buy the products offered. The use of celebrity endorsers in advertisements is the main attraction of a brand to the intended target market, as well as building a strong emotional relationship with consumers. The purpose of this study was to determine 1) Jerome Polin as a celebrity endorser for Sedaap Tasty Beef Yakiniku noodle products, 2) Purchase decisions and 3) The influence of celebrity endorser Jerome Polin on purchasing decisions for Sedaap Tasty Beef Yakiniku Noodles. This study uses a quantitative approach with a survey method with a questionnaire as the data collection instrument. The population in this study were followers of the Instagram account @miesedaaptasty with a population of 120 and a sample of 55 people. The sampling technique used simple random sampling technique. The results showed that celebrity endorser Jerome Polin had t-count (10.796) > t-table (2.398), it was stated that there was an influence between Celebrity Endorser Jerome Polin on the Purchase Decision of Sedaap Tasty Beef Yakiniku Noodles. Meanwhile, the R square result is 0.687, which means that Celebrity Endorser Jerome Polin influences the Purchase Decision of Mie Sedaap Tasty Beef Yakiniku by 68.7%, and the remaining 31.3% is influenced by other factors outside of this study.  
Social Media Marketing Strategy for Asian Belly Food in Forming Brand Awarendess Gitta Pramesti, Tiara; Purnamasari, Oktaviana
Educationist: Journal of Educational and Cultural Studies Vol. 2 No. 1 (2023): Journal of Educational and Cultural Studies
Publisher : PT Literasi Nusantara Publisher

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Abstract

Social Media Marketing is a strategy that many business people choose to carry out promotional activities on social media. Especially with the many business users who have chosen social media as their platform of choice. This study aims to determine the Social Media Marketing Strategy implemented by Asian Belly Food in Forming Brand Awareness. The theory used in this study is the Social Media Marketing theory according to Quesenberry using a qualitative approach. as well as a descriptive method. The data collection technique used was an in-depth interview method with Product Manager and Head Creative Marketing informants as well as documentation on Asian Belly Food. The results of this study Asian Belly Food have gone through five stages of the appropriate Social Media Marketing Strategy according to Quesenberry. As a result of the implementation of the five stages, Asian Belly Food was able to create awareness, but there were still two stages that were not maximized and could be optimized.
Efektivitas Pesan Kampanye Public Relations Digital #TrueThroughYou di Instagram Terhadap Brand Image Erigo Fadhillah, Febian Rifky; Muksin, Nani Nurani; Patrianti, Tria; Purnamasari, Oktaviana
Kajian Ilmu Sosial (KAIS) Vol. 4 No. 1 (2023): KAIS : Kajian Ilmu Sosial
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/kais.4.1.37-48

Abstract

ABSTRAKKampanye adalah keinginan seseorang untuk mempengaruhi opini individu dan publik, kepercayaan, tingkah laku, minat, serta keinginan audiensi dengan daya tarik komunikator yang sekaligus komunikatif. Erigo adalah sebuah local brand fashion yang mengharumkan dunia local fashion brand. Kali ini Erigo bersama dengan Tokopedia tampil pada ajang bergengsi yaitu, New York Fashion Week dengan menampilkan pesan Kampanye #TrueThroughYou dengan harapan agar para generasi muda tertarik untuk melakukan hal baru yang tidak pernah mereka rasakan hingga akan menggambangkan diri mereka sendiri. Penelitian ini dilakukan untuk mengukur seberapa besar efektivitas dari pesan Kampanye #TrueThroughYou terhadap brand Image Erigo. Penelitian ini menggunakan kuantitatif dengan metode survei. Populasi dari penelitian ini adalah para followers dari akun Instagram @Erigostore dan dibatasi pada salah satu postingan mengenai Kampanye #TrueThroughYou yang didalamnya terdapat 1446 responden yang me-like postingan tersebut. Pengambilan sampel ini menggunakan rumus Yamane sehingga dihasilkan 93 responden. Teknik penarikan sampel digunakan Simple Random Sampling. Teknik anilisis data digunakan analisis regresi linier sederhana. Hasil penelitian diketahui: (1) Pesan Kampanye #TrueThroughYou memiliki hasil yang tinggi (2) Brand Image Erigo memiliki hasil yang tinggi juga (3) Dari perhitungan telah diperoleh nilai ͭℎ
Public Controversy in Viewing Covid-19 Information on Instagram Purnamasari, Oktaviana; Putri, Puri Kusuma Dwi; Darmaputra, Riza; Rahim, Norhayati Rafida Abdul
Nyimak: Journal of Communication Vol 7, No 2 (2023): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/nyimak.v7i2.8273

Abstract

The Covid-19 pandemic, which has been going on for more than two years, has left various problems affecting health, the economy, and the flow of information in society. The government of Indonesia and related parties are trying to educate the public about the importance of booster vaccines and sustainability in maintaining health protocols through mass media, one of which is online mass media such as Instagram. In order to see the pros and cons of uploaded comments related to Covid-19 information, this study aims to examine the comparison of public responses in responding to information about the Covid-19 pandemic on the doctor's accounts @adamprabata and Ministry of Health @kemenkes_ri on Instagram. This study used a qualitative approach with a virtual ethnographic method based on Cyber Media Analysis. The data for this study are taken through observations from the two Instagram accounts related to information about Covid-19 in October - November 2022. This timeframe is chosen to see how the public perceives information related to Covid-19 when the Covid-19 pandemic has started to subside. However, there is concern that the number of sufferers will increase due to the emergence of the XBB subvariant. The results of the research show that ordinary people perceive Covid-19 as does not exist anymore. Thus, health protocol and vaccines were no longer necessary. Meanwhile, people who have sought health information in more depth by following doctors' accounts who frequently discuss health issues, including Covid-19 from different perspective. They tend to be more careful about the Covid-19 situation during this period. Keywords: Controversy, Covid-19, Instagram, Pandemic, Public
STRATEGI MEDIA MONITORING PT. KINANTI STRATEGI UTAMA DALAM HANDLING KRISIS PEMBERITAAN MEDIA Imelda Adriani; Tria Patriani; Oktaviana Purnamasari
INTERCODE Vol 3, No 1 (2023)
Publisher : Universitas Muhammadiyah Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36269/ire.v3i1.2104

Abstract

Setiap instansi pemerintahan perlu memantau setiap berita yang disebarkan oleh media. Baik itumedia cetak, media massa, ataupun media daring/online. Tujuan kegiatan media monitoringsendiri merupakan salah satu cara untuk memantau dan menganalisis berbagai pemberitaan, yangdisebarkan oleh media melalui tools media yang dipilih. Akibat maraknya berbagai pemberitaanhoax di berbagai media, maka pemantauan media melalui kegiatan media monitoring ini perludilakukan. Pada penelitian ini menekankan pada strategi media monitoring dalam handling crisispemberitaan media. Metode penelitian dilakukan dengan pendekatan diskriptif kualitatif.Penentuan lokasi dilakukan secara sengaja yaitu di PT Kinanti Strategi Utama sebagai konsultanindependen yang bekerja keras untuk membantu klien dalam mengatasi tantangan komunikasidengan mencapai tujuan dan nilai bisnis bagi semua pemangku kepentingan. Sumber dan data dikumpulkan melalui aktifitas magang, wawancara, dan dokumentasi. Berdasarkan hasil penelitian ini dapat disimpulkan bahwa aktivitas yang dilakukan Sub Bagian Media Monitoringdalam memonitor suatu berita dilakukan dengan baik karena PT Kinanti Strategi Utama inimempunyai bagian khusus untuk melakukan monitoring berita. Sehingga secara umum aktivitasmedia monitoring PT Kinanti Strategi Utama sudah memberikan penawaran dan pelayanan yangbaik kepada klien.Kata kunci : Strategi Media Monitoring, Handling Crisis, Pemberitaan Media 
Empathy-based marketing communication as a strategy to win the hearts of consumers during the covid-19 pandemic Hadit Prasetyo, Sandika; Purnamasari, Oktaviana
COMMICAST Vol. 3 No. 1 (2022): March
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v3i1.5104

Abstract

The Covid-19 pandemic has affected many sectors including the economy. This situation forces companies to make significant changes in interacting with consumers through marketing communication activities. One of the marketing communication strategies used in pandemic situations is empathy-based marketing communication that promotes common interests and cares for others. This method aims to create a relationship, please help from all parties so that we can get through the difficult times of the pandemic together. Companies that have done this kind of thing include Burger King Indonesia, which carries out empathy-based marketing communications through the official Instagram account @burgerking.id. This study aims to determine the response of the Burger King Indonesia target audience, both user and non-user, regarding their empathy-based marketing communication efforts. This research approach is qualitative with the interview method. The data collection technique was carried out by interviewing 8 BurgerKing target audiences consisting of 4 users and 4 non-users. The results of the study show that the Burger King target audience positively welcomes Burger King's efforts in empathy-based marketing communications. The majority of informants admitted that they were touched by the message conveyed by Burger King. Not only that, they also admitted that Burger King's image was getting better, furthermore there were sources who even had the desire to make purchases and spread the message on their social media.
Maintaining Brand Loyalty Through Integrated Marketing Communication (IMC): Insights from PT Dream Tours and Travel Iswara R., Putri Debby; Purnamasari, Oktaviana
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 4 No. 3 (2025): MAY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v4i3.1676

Abstract

The competitive Hajj and Umrah travel market struggles with brand loyalty due to intense competition, changing pilgrim numbers, and the importance of customer trust. Companies must use effective strategies to avoid losing market share. This research focuses on the implementation of Integrated Marketing Communication (IMC) by PT Dream Tours and Travel to retain customers. This research aims to analyze PT Dream Tours and Travel's Integrated Marketing Communication (IMC) implementation and brand loyalty. IMC was chosen as a concept approach to create consistent and effective marketing communication through various channels such as advertising, sales promotion, digital media, and public relations. IMC, as stated by Andrews & Shimp is a marketing approach that integrates various communication elements, such as advertising, sales promotion, direct marketing, public relations, and digital media, to create consistent messages and build long-term relationships with customers. This research uses a qualitative descriptive method with a case study approach. Data were collected through in-depth interviews, observation, and analysis of company documents. The main informants consisted of the management of PT Dream Tours and Travel and Umrah pilgrims. The results showed that the implementation of IMC by PT Dream Tours and Travel succeeded in increasing brand loyalty with integrated marketing methods and based on consumer needs. Consistent promotion through social media, banking partnerships, and special programs such as Hajj savings have proven effective in attracting new customers while maintaining relationships with existing customers.
Destination Branding Indramayu Untuk Meningkatkan Daya Saing dan Kepercayaan Publik Purnamasari, Oktaviana; Munawaroh , Azizatul; Hariyati, Farida; Saputri, Sabrina Zulfanova
Jurnal Pengabdian Kepada Masyarakat Patikala Vol. 5 No. 1 (2025): Jurnal PkM PATIKALA
Publisher : Education and Talent Development Center of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51574/patikala.v5i1.3681

Abstract

Indramayu, situated on the northern coast of Java, is a region rich in natural resources, as well as significant tourism and local cultural potential. Indramayu's distinctive batik, often referred to as Batik Paoman, along with culinary delights such as pindang gombyang, nasi lengko, mango dodol, and kue koci, are highly appealing tourist attractions that warrant greater promotion. Unfortunately, much of this potential remains underdeveloped, thus failing to significantly boost the local economy. Consequently, from 2020 to 2023, Indramayu became one of Indonesia's largest senders of migrant workers. This can be attributed to the insufficient empowerment of local communities to establish businesses, leading them to seek employment abroad. To elevate Indramayu's tourism and local cultural potential, a destination branding campaign is essential. Through destination branding, Indramayu's tourism potential can be effectively communicated and leveraged as a unique strength to differentiate it from other regions, thereby attracting both local and international tourists. This initiative has the potential to enhance Indramayu's competitiveness and public trust. This community service program aims to educate local press journalists, who serve as the vanguard of online mass media reporting, about destination branding. Journalists received dedicated sessions covering the intricacies of destination branding and best practices for Indramayu, which they subsequently reported on in online media. There was also a practical "door stop" session where journalists practiced eliciting insights related to the destination branding material presented. Sixteen journalists participated in this community service program. As a result, the journalists actively engaged with questions and developed a more comprehensive understanding of Indramayu's destination branding, enabling them to produce positive news reports about Indramayu. Keywords: Competitivenes, destination branding, Indramayu, journalist, public
Pola Komunikasi Keluarga pada Ayah ASI Ardia, Velda; Purnamasari, Oktaviana
Kajian Ilmu Sosial (KAIS) Vol. 1 No. 1 (2020): KAIS : Kajian Ilmu Sosial
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (546.465 KB) | DOI: 10.24853/kais.1.1.16-26

Abstract

Penelitian ini bertujuan mencari pola komunikasi keluarga yang ada pada Ayah ASI. Metode penelitian yang dipakai adalah deskriptif kualitatif. Data diambil melalui studi pustaka dan wawancara mendalam. Bertindak sebagai narasumber adalah salah satu penggagas dari komunitas Ayah ASI, Bapak Rahmat Hidayat, yang merupakan konselor ASI, tiga pasangan suami istri yang telah menjalankan Ayah ASI, yang berdomisili di Jakarta dan sebelumnya sudah menerapkan konsep Ayah ASI. Data diinterpretasi secara teoritik untuk memberikan makna. Dengan menggunakan metode open and honest communication, hasil penelitian pola komunikasi suami dan istri untuk mencapai keberhasilan Ayah ASI k. komunikasi yang memperlihatkan suami yang mampu menunjukan ekspresi kepada istri dengan tepat Selain itu, komunikasi tipe ini memberikan kontribusi terhadap hubungan kualitas perkawinan. Supportiveness tipe yang memperlihatkan perlakuan seseorang terhadap orang lain yang sedang berbicara dengan penuh perhatian dan kepedulian. Self-disclosure bahwa mengungkapkan perasan, pendapat, sikap dari istri kepada suami, sangatlah penting, masalah yang dihadapi istri yang berkaitan dengan bagaimana merawat anak dan mengasuhnya dapat disampaikan dengan baik kepada suami, Menganalisis hambatan komunikasi keluarga pada Ayah Asi. Hambatan yang kerap terjadi yaitu hambatan situasional, misalnya saat seorang ibu hamil tengah moody dan akhirnya orang di sekitarnya enggan melakukan komunikasi dengannya akibat perilakunya yang kurang memberi kenyamanan bagi orang di sekitarnya. Hambatan psikologis, dimana seseorang sudah terlebih dahulu merasa takut ditolak atau tidak diterima sebelum memulai komunikasi. Perbedaan persepsi kerap menjadi hambatan dalam proses berkomunikasi antar individu interpretasi pribadi. Hambatan gender yang melihat bahwa wanita dan pria masing-masing memiliki cara berbeda dalam upaya berkomunikasiKata kunci: Komunikasi Keluarga, Kampanye, Ayah ASI, Edukasi
ANALISIS SEGMENTASI, TARGETING DAN POSITIONING PT SENTUL CITY TBK Lestari, Ayu Ria; Purnamasari, Oktaviana
Commed Jurnal Komunikasi dan Media Vol. 10 No. 1 (2025): COMMED : Jurnal Komunikasi dan Media
Publisher : Prodi Ilmu Komunikasi Universitas Putera Batam

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Abstract

This study aims to explore the segmentation, targeting, and positioning strategies at PT. Sentul City, Tbk. Using a qualitative approach, the research gathered information through in-depth interviews with relevant informants. The findings reveal that Sentul City adopts a structured approach to determining target segments, considering characteristics such as age, profession, and lifestyle preferences. The company's primary targets encompass various groups, ranging from private employees, civil servants, property investors, entrepreneurs, and retirees. In the positioning strategy, PT. Sentul City emphasizes the creation of elegant, minimalist, and classy property environments to meet the needs of consumers seeking a modern lifestyle. The properties are designed to reflect status and aspirations for living in a high-quality environment. By utilizing the online platform, the company ensures the availability of comprehensive information and facilitates interaction with potential buyers. This research provides in-depth insights into how PT. Sentul City formulates and implements its property marketing strategies, serving as a valuable reference in the property industry.
Co-Authors Agus Hermanto Amin Shabana Aminah Swarnawati Andini Desti Nur Rahmadina Astriana Baiti Sinaga Debby, Putri El Adawiyah, Sa’diyah Fadhillah, Febian Rifky Figar Alif Gifari Gitta Pramesti, Tiara Hadit Prasetyo, Sandika Hariyati, Farida Harmonis Hasna, Sofia Ilham Dhava Ramadhan Imelda Adriani Iswara R., Putri Debby Jumail Khoiriqadafi, Mohammad KN, Jamiati Lestari, Ayu Ria Muhammad Badri, Muhammad Munawaroh , Azizatul Mutmainah Mutmainah Nani Nurani Muksin Nurhayati, Eti Sri Pingkan Wangko Puri Kusuma Dwi Putri Purwakananta, Mohamad Arifin Rahim, Norhayati Rafida Abdul Ramadhan, Alvin Riza Darma Putra Saputera, Selamet Saputri, Sabrina Zulfanova SATISPI, EVI Siska Yuningsih Solicha, Siti Robiatus Tria Patriani Tria Patrianti Tria Patrianti Velda Ardia Yulianti Yulianti