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All Journal Jurnal Studi Pemerintahan MediaTor: Jurnal Komunikasi KOMUNIKE: Jurnal Komunikasi Penyiaran Islam Jurnal PIKOM (Penelitian Komunikasi dan Pembangunan) Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Syntax Literate: Jurnal Ilmiah Indonesia Jurnal ASPIKOM Jurnal Noken: Ilmu-Ilmu Sosial Sahafa Journal of Islamic Communication Sebatik Anterior Jurnal Jurnal Mantik Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis JURNAL LENSA MUTIARA KOMUNIKASI Syntax Idea Potret Pemikiran Jurnal Bisnis Dan Kajian Strategi Manajemen Abdi Masyarakat Enrichment : Journal of Management Widya Komunika: Jurnal Komunikasi Pendidikan Jurnal Ilmiah Ilmu Komunikasi Communique Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences LEGAL BRIEF Jurnal Pewarta Indonesia Jurnal Sosial dan Teknologi Perspektif PARAHITA : Jurnal Pengabdian kepada Masyarakat Komunika: Jurnal Dakwah dan Komunikasi Jurnal Ilmu Komunikasi Balayudha (JIKOBA) At Tawasul: Jurnal Komunikasi dan Penyiaran Islam Jurnal Ilmu Komunikasi Dan Media Prosiding University Research Colloquium Journal of Educational and Cultural Studies Jurnal Indonesia Sosial Sains Jurnal Multidisiplin Sahombu Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Kajian Ilmu Sosial International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora (JURRISH) JAMAS: Jurnal Abdi Masyarakat Jurnal Lanskap Politik PANDITA: Interdisciplinary Journal of Public Affairs JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Lentera: Jurnal Ilmu Dakwah dan Komunikasi Jurnal Pengabdian Masyarakat dan Riset Pendidikan Advances In Social Humanities Research Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya Prosiding Seminar Nasional Unimus Jurnal Bincang Komunikasi Jurnal Studi Pemerintahan Konstitusi: Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi HUMANUS : Jurnal Sosiohumaniora Nusantara JP2N: Jurnal Pengembangan Dan Pengabdian Nusantara Kajian Administrasi Publik dan ilmu Komunikasi Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Nani Nurani Muksin
Universitas Muhammadiyah Jakarta
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Online Marketing Communication Model of R80 Aircraft Fundraising (Netnographic Study for E-Commerce and Facebook @Kitabisadotcom) Ayu Nurfitri Andini; Nani Nurani Muksin
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6592

Abstract

Kitabisa.com websites are focuses on social movements, with the market being foundations, and individuals who need social support/assistance. Kitabisa.com provides online donation platforms and technology for individuals, communities, organizations, institutions, and companies. This study aims to understand the online marketing communication process (messages, endorsements, media, target/audience, and feedback), analyze the online media used by the endorser group (fundraisers, donors, and Kitabisa.com page managers) as marketing communications to raise donations for R80 aircraft, knowing the supporting and inhibiting factors of online marketing communication for raising donations for the R80 aircraft, and finding an online marketing communication model for raising donations for the R80 aircraft. This research uses a qualitative approach with a netnography methodology. It was found that the online marketing communication process applied in raising donations for R80 aircraft through Kitabisa.com is based on online marketing communications that provide feedback channels for donors and influencers. In addition, the social media Facebook account @kitabisadotcom also plays a major role in maximizing User Generate Content (UGC) from influencer accounts, increasing reach through sharing activities (To Share), generating collaboration (To Co-operate) and increasing interaction. Some of the supporting factors include the character of Professor BJ Habibie as the architect of the R80 aircraft and also known as the Father of Indonesian Technology and the 3rd President of the Republic of Indonesia, the character of the influencers who support the donation-raising campaign, and the concept of storytelling plays a big role in mobilizing people to donate. This research was found the uniqueness online marketing communication models which has a new stage effect that occurs on the audience that they are feeling proud and buying merchandise and doing as a fundraiser.
Co-Authors Abdurrohman, Haidar Achmad Rayhan Adetya Perdanaraya Adi Setiabudi, Adi Adimiharja, Rochman Agus Hermanto Ahmad Baihaqi Amin Shabana Aminah Swarnawati Amiruddin Amiruddin Ananda, Putri Andriansyah Andriansyah Andriyani, Lusi Angga Aminudin Anggita Candra Adnaneswari Armani, Ghina Fadya Asep Setiawan Astriana Baiti Sinaga Astrid Marliana Raida Ayu Nurfitri Andini Ayu Wulandari, Yukarie Ayyubi Kholid Saifullah Azhari Aziz Samudra Bambang Dwinanto BurhanudiN A. Muhamad Bustanul Mubarok Carolina Fernanda Diaz Aprianto Dadam Nuralam Damurrosysyi Mujahidain Dewi, Maya Puspita Dharmajaya, Muhamad Agung Dinda Putri Yulianti Dirgantoro, Ganet Donny Kurniawan Fadhillah, Febian Rifky Fauzi, Nurul Baridah Febriansyah Febriansyah Febriansyah Febriansyah Febriyanto Febriyanto Ferosa Betas, Dieki Firdaus, Aldi Gilang Ramadhan Handoko, Daniel Harmonis Hastomo, R. Hendra Hidayat Hendra Hidayat Hendra Hidayat Hisan, Khairatun Imaddudin, Imaddudin Imam Nugraha Kania Untari Salsabila Kasim, Sukarman Kaukab, M. Elfan Kiki Pradatha Lageni, Istisari Bulan Leti Karmila Lilik Sumarni Linka Azzahra M. Elfan Kaukab Maulana, Akhmad Taufan Milana, Robby Moh. Amin Tohari Moh. Amin Tohari Mohammad Zidan Asyawa Muhamad Agung Dharmajaya Muhammad - Subarkah Muhammad Lutfi Zaini Muhammad Nasha Prasetyo Muhammad Rijal Muhammad Rizki Dwi Yuliyanto Muldani, Trisno Mulkan Habibi Muslah, Muhammad Musthafa Komarudhin, Sulthan Nashir Mutiah Apritawati Nabilah Puteri Azzahra Nugraha, Imam nuraini, dinda Nuriman, Eki Jaki Nurul Fadillah Oktariani, Andina Oktaviana Purnamasari Oktaviana Purnamasari Pirmansyah, Khalid Pradatha, Kiki Priyono, Wahyu Joko Purwanto*, Hari Eko Rahmadhani, Lailani Octavia Rahmat Hidayat Reidhia Salsabila Diyu Renaldo Aswansyah Putera Revaya, Muhammad Rijal, Muhammad Rindana Intan Emeilia Rindana Intan Emeilia Robina, Naila Magda Rosmi, Fitria Saepudin, Dede Yusuf Salam, Rahmat Saputri, Agustina Riska Eka SATISPI, EVI Sa’adiyah El Adwiyah Sembodo, Agung Priyo Shabana, Amin Siska Yuningsih Sri Rejeki Sulistiyowati Srildayanti, Novita Swarnawati, Aminah Syahid, Lingga Tambunan, Resman Muharul Tria Patrianti Trisno Muldani Varellia, Azzahra Vieka Septilaga Wan Noor Hazlina Wan Jusoh Wan Noor Hazlina Wan Jusoh, Wan Noor Hazlina Wan Wa’dah, Habibatul Widiana Latifah Widiana Latifah Widiana Latifah Winda Krisnawati Wisman Jaya, Herdi Yarnis, Yarnis Yusuf , Syandra