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All Journal Bandung Conference Series: Communication Management
Rita Gani
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia.
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Artificial Intelligence dan Daya Kritis Mahasiswa Ilmu Komunikasi Nisrina Nuraini; Rita Gani
Bandung Conference Series: Communication Management 761 - 768
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25135

Abstract

The development of Artificial Intelligence (AI) technology has significantly influenced various aspects of life, including higher education. University students increasingly utilize AI to support academic activities such as searching for information, generating ideas, understanding course materials, and completing assignments. However, the widespread use of AI has raised concerns regarding its potential impact on students' critical thinking skills. This study aimed to determine the effect of AI use in academic activities on the critical thinking skills of students at the Faculty of Communication Sciences, Universitas Islam Bandung. This research employed a quantitative correlational method involving 99 respondents selected through proportionate stratified random sampling from a population of 897 students. Data were collected using Likert scale questionnaires and analyzed using Pearson Product Moment correlation and simple linear regression. The results indicated that both AI use and students' critical thinking skills were categorized as high. However, there was no significant effect of AI use on students' critical thinking skills (r = -0.031; Sig. = 0.764; R² = 0.001).   Perkembangan teknologi Artificial Intelligence (AI) telah mempengaruhi berbagai aspek kehidupan, termasuk pendidikan tinggi. Mahasiswa semakin banyak memanfaatkan AI untuk mendukung kegiatan akademik seperti mencari informasi, memahami materi perkuliahan, dan menyelesaikan tugas. Namun, meningkatnya penggunaan AI menimbulkan kekhawatiran mengenai dampaknya terhadap daya kritis mahasiswa. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan AI dalam kegiatan akademik terhadap daya kritis mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Bandung. Penelitian menggunakan metode kuantitatif korelasional dengan 99 responden yang dipilih melalui teknik proportionate stratified random sampling dari populasi 897 mahasiswa. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis menggunakan uji korelasi Pearson serta regresi linier sederhana. Hasil penelitian menunjukkan bahwa penggunaan AI dan daya kritis mahasiswa berada pada kategori tinggi. Namun, tidak terdapat pengaruh yang signifikan antara penggunaan AI terhadap daya kritis mahasiswa (r = -0,031; Sig. = 0,764; R² = 0,001).
Strategi Pengelolaan Konten Media Sosial Pikiran Rakyat Bandung dalam Meningkatkan Engagment Audiens Firly Rizky Kamila; Rita Gani
Bandung Conference Series: Communication Management 451 - 458
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24205

Abstract

Social media has become an important medium for mass media to adapt to developments in the digital era, while also building audience engagement. This study aims to examine how the social media content management strategy of Pikiran Rakyat Bandung increases engagement, especially on Youtube, which has lower interaction compared to Instagram. This study uses the POAC Management theory (planning, organizing, actuating, and controlling) by George Terry, New Media theory by Pierre Levy, and Framing theory by Robert M. Entman. The method used is descriptive qualitative, conducted through observation, in-depth interviews with the Lead Creative Program, Managing Editor/Redaktur Pelaksana, and Editor, as well as documentation. Data analysis includes data reduction, data presentation, and conclusion drawing, with validity tested through source triangulation. The results show Pikiran Rakyat has implemented POAC management functions in a structured manner. Planning is reflected through research, theme determination, and a KPI target of six videos per day. Organizing is carried out through clearly defined roles among team members.   Media sosial kini menjadi sarana penting bagi media massa untuk beradaptasi dengan perkembangan pada era digital, sekaligus membangun keterlibatan dengan audiens. Penelitian ini bertujuan untuk melihat bagaimana strategi pengelolaan konten media sosial Pikiran Rakyat Bandung dalam meningkatkan engagement, terutama di Youtube yang interaksinya masih lebih rendah dibanding Instagram. Penelitian ini menggunakan teori Manajemen POAC (perencanaa, pengorganisasian, pelaksanaan, dan pengendalian) dari George Tery, teori New Media dari Piere Levy, dan teori Framing dari Robert M. Entman. Metode yang digunakan adalah kualitatif deskriptif, dengan cara observasi, wawancara mendalam bersama Lead Creative Program, Redaktur Pelaksana/Managing editor, dan Editor, serta dokumentasi. Analisis data meliputi reduksi data, penyajian data, dan penarikan kesimpulan, dengan uji keabsahan triangulasi sumber. Hasil penelitian ini menunjukkan Pikiran Rakyat menerapkan fungsi manajemen POAC dengan terstruktur. Perencanaan dapat dilihat dari mulai riset, penentuan tema, dan target KPI enam video harian. Pengorganisasian dijalankan dengan adanya beberapa peran yang jelas antar tim.
Strategi Pemasaran Kedai Rasa Timur Asli: (Studi Kasus pada Event Tarian Khas Timur Asli Bandung) Chaezul Zaky Syahdiwama; Rita Gani
Bandung Conference Series: Communication Management 511 - 520
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24341

Abstract

This study aims to analyze the implementation of Integrated Marketing Communications (IMC)-based marketing communication strategies through the use of cultural events in building consumer image, experience, and engagement. The study used a qualitative method with a case study approach at Kedai Rasa Timur Asli Bandung, through in-depth interviews, participant observation, documentation, and literature review. Data analysis was conducted using the Miles, Huberman, and Saldaña model, with data validity tested through triangulation of sources, methods, and time. The results of the study indicate that the integration of digital promotions, holding Eastern Dance events, and direct interaction with consumers can strengthen the identity of the shop as a representation of Eastern Indonesian culture and build emotional relationships with consumers. Cultural events act as an experience-based marketing communication medium that encourages consumer engagement and loyalty. This study provides theoretical contributions to the study of cultural-based IMC as well as practical implications for culinary MSMEs in designing creative and sustainable marketing strategies.   Penelitian ini bertujuan menganalisis penerapan strategi komunikasi pemasaran berbasis Integrated Marketing Communications (IMC) melalui pemanfaatan event budaya dalam membangun citra, pengalaman, dan keterlibatan konsumen. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus pada Kedai Rasa Timur Asli Bandung, melalui wawancara mendalam, observasi partisipatif, dokumentasi, dan studi pustaka. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldaña, dengan uji keabsahan data melalui triangulasi sumber, metode, dan waktu. Hasil penelitian menunjukkan bahwa integrasi promosi digital, penyelenggaraan event Tarian Khas Timur, dan interaksi langsung dengan konsumen mampu memperkuat identitas kedai sebagai representasi budaya Timur Indonesia serta membangun hubungan emosional dengan konsumen. Event budaya berperan sebagai media komunikasi pemasaran berbasis pengalaman yang mendorong keterlibatan dan loyalitas konsumen. Penelitian ini memberikan kontribusi teoretis dalam kajian IMC berbasis budaya serta implikasi praktis bagi UMKM kuliner dalam merancang strategi pemasaran yang kreatif dan berkelanjutan.
Co-Authors Chaezul Zaky Syahdiwama Firly Rizky Kamila Nisrina Nuraini