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Peran key opinion leader dalam pemasaran film bertema kekerasan seksual Nurulita, Fadliyya Syifa; Primadini, Intan
Jurnal Komunikasi Profesional Vol 5 No 2 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Violence against women does not only occur in the private sphere, but also in the public sphere, for example in the workplace and educational institutions.Â Bombshell, a based on true story movie raises the issue of violence against women in the workplace. Promoting movies on violence against women theme in a country that still adheres to a patriarchal system is not easy. However, in Indonesia, it turned out that this movie not only attracted a large audience, but also received positive reviews from various parties. That success can be achieved due to the Marketing Public Relations strategy carried out by Cinema XXI as its distributor. This study aims to find out the Marketing Public Relations strategy of Cinema XXI in promotingÂ Bombshell. This study is a qualitative research and data is obtained through in-depth interviews. Based on the result of this study, it is known that in order to get positive coverage,Â Bombshellâ€™sÂ marketing campaign also aimed to shape perceptions as well as to educate the audience regarding the issue of violence against women in the workplace. Furthermore, there was a significant role of Key Opinion Leaders in creating awareness about the raised issues as well as inviting audiences to watch the movie.Â Keywords: BombshellÂ Â ; Key Opinion Leader; Marketing Public Relations; Violence against Women.

Strategi komunikasi komunitas manusaya dalam melaksanakan program sosial: Studi Kasus Program Sosial Titik Balik dan Kelas Pemenang Lie, Valerie; Primadini, Intan
Soetomo Communication and Humanities Vol. 2 No. 1 (2021)
Publisher : Universitas Dr.Soetomo

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All things about the lack of humanity are proven by violence cases and negative stigma in the society. The research aims to find out and analyze communication strategy applied to Manusaya in the effort to #MemanusiakanManusia through their social proggrame. Concept in this research reffering to Planning and Management concept by Cutlip, Center, and Broom that has stages Defining PR Problems, Planning and Programming, Taking Action and Communicating, and Evaluating the Program. This qualitative descriptive research used study case method. Primary data obtained by researchers is through in-depth interviews with four persons who responsible to be a interviewees. The result of this research shows that the strategy and tactic that Manusaya used was already following the concept. The campaign used online media and collaborated with external communities in the development of the program. The evaluation is carried out through two stages routine evaluation and whole evaluation. The suggestion of this research is that communication by Manusaya could be more varied and ensure the information can be understood properly by stakeholders.Keyword: Campaign; Communications Strategy; Social Proggrame.

Peran Komunikasi Korporat dari PT Angkasa Pura I dalam mengimplementasikan Strategi Media Relations Pradana, Nicholas Jevan; Primadini, Intan
Soetomo Communication and Humanities Vol. 2 No. 2 (2021)
Publisher : Universitas Dr.Soetomo

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The airport is no longer just a place for planes to land and depart, but has also become a destination. Yogyakarta International Airport is a new airport that replaces Adisutjipto International Airport. At the beginning of construction, Yogyakarta International Airport was opposed by both the local community who felt that the land was taken to be used as an airport, as well as the people of Yogyakarta who were used to going to Adi Sutjipto airport which is very close (ten to fifteen minutes away) compared to the new airport in Kulon Progo which requires an hour or an hour and a half to reach the destination. To overcome the problem, Corporate Communication PT. Angkasa Pura I implemented a media relations strategy, which involved journalists and the media, to restore its image. The concept used is Iriantara's media relations strategy which consists of managing relationships, developing relationship strategies, and developing networks. This research uses a post-positivistic paradigm and a qualitative approach, with a case study method. The results obtained in this research are that PT Angkasa Pura I has implemented a media relations strategy with the media, the media community and media organizations. The media relations strategy was carried out by distributing press releases, conducting media gatherings, media visits, media tours and media monitoring.

Peran key opinion leader dalam pemasaran film bertema kekerasan seksual Nurulita, Fadliyya Syifa; Primadini, Intan
Jurnal Komunikasi Profesional Vol. 5 No. 2 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Violence against women does not only occur in the private sphere, but also in the public sphere, for example in the workplace and educational institutions.Â Bombshell, a based on true story movie raises the issue of violence against women in the workplace. Promoting movies on violence against women theme in a country that still adheres to a patriarchal system is not easy. However, in Indonesia, it turned out that this movie not only attracted a large audience, but also received positive reviews from various parties. That success can be achieved due to the Marketing Public Relations strategy carried out by Cinema XXI as its distributor. This study aims to find out the Marketing Public Relations strategy of Cinema XXI in promotingÂ Bombshell. This study is a qualitative research and data is obtained through in-depth interviews. Based on the result of this study, it is known that in order to get positive coverage,Â Bombshellâ€™sÂ marketing campaign also aimed to shape perceptions as well as to educate the audience regarding the issue of violence against women in the workplace. Furthermore, there was a significant role of Key Opinion Leaders in creating awareness about the raised issues as well as inviting audiences to watch the movie.Â Keywords: BombshellÂ Â ; Key Opinion Leader; Marketing Public Relations; Violence against Women.

Authoritarian Parenting Practices on Korean Drama: Reception Analysis on SKY Castle Setianoto, Fiona Angeline; Primadini, Intan
EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI Vol 7 No 2 (2024): May
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Pembangunan Nasional Veteran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33822/jep.v7i1.6093

The Korean drama "SKY Castle" received the highest rating of any Korean drama, coming in at 23.78%. The drama "SKY Castle" explores authoritarian parenting and rivalry in South Korean schooling, according to director Jo Hyun Tak. SKY Castle addresses social concerns that are grounded in South Korean reality and bear similarities to social realities in Indonesia. One type of authoritarian parenting that parents in Indonesia engage in is forcing their children to choose their college and university majors. This is because parents have preconceived notions about certain majors and public universities, believing that it will ensure their children's success and financial security. The Stuart Hall reception analysis method is applied in this qualitative study. Interviews and document reviews are the data-collecting methods used in this study. Based on their cultural experiences and backgrounds, the results demonstrate that every informant's viewpoint on authoritarian parenting in the Korean drama "SKY Castle" varies. Mostly because parents of the informants have preconceived notions about certain majors, particularly STEM majors like engineering, medicine, law, and public universities, which can negatively affect both the parent-child bond and the mental health of the child. The informants concurred that SKY Castle depicts parents in an authoritarian manner; nonetheless, majority of them brought up Professor Cha's family, pointing out that other families do not treat their kids harshly. The five informants are, in summary, in a negotiated position.

Feminitas yang Dirasakan: Perempuan Bekerja dalam Pekerjaan yang Didominasi Laki-Laki Bima, Nadia Revania; Primadini, Intan
Jurnal Riset Komunikasi (JURKOM) Vol. 6 No. 2 (2023): Agustus 2023
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komuniasi (ASPIKOM) Wilayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38194/jurkom.v6i2.831

Patriarchal society significantly affects how people interpret gender In the Indonesian, which leads to segregation and gender stereotypes in the workplace.Current development, women are entering fields like mining and construction that were formerly dominated by men. This study seeks to understand how women perceive their femininity when working in environments where men predominate. The research method is interpretive phenomenological analysis (IPA), which uses a qualitative and explorative approach in line with the constructivist paradigm. The information gathered from interviews was analyzed using Smith, Flowers, and Larkin's (2009) data analysis techniques. The findings indicate that women who work in professions where men predominate regard their femininity as a combination of traditional femininity, new femininity, and adopted male traits as a means of adjusting to the workplace. This leads us to the conclusion that femininity is currently changing and that women today tend to express themselves more freely.

Inovasi Strategi Konten di Good News From Indonesia Amalia, Selvi; Primadini, Intan
Jurnal Communio : Jurnal Jurusan Ilmu Komunikasi Vol 13 No 2 (2024): July
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jikom.v13i2.9376

Good News From Indonesia (GNFI) didirikan atas dasar temuan survei yang dilakukan Akhyari Hananto pada tahun 2008, 83% generasi muda Indonesia merasa pesimis terhadap masa depan Indonesia. Salah satu alasannya adalah banyaknya pemberitaan negatif tentang Indonesia di media massa. Tujuan penelitian ini adalah untuk mengetahui strategi inovasi GNFI dalam mengembangkan konten media digital. Penelitian ini menggunakan paradigma post-positivisme, penelitian deskriptif kualitatif, dan metode studi kasus. Data diperoleh melalui wawancara mendalam terhadap Pemimpin Redaksi, Koordinator Tim Media Sosial, Koordinator Tim Kreatif dan Koordinator Tim IT pada Oktober 2022. Konsep dalam penelitian ini menggunakan Core Strategy dari Halvorson & Rach, 2012, yang terdiri dari komponen substance, structure, governance workflow, dan governance. Berdasarkan temuan penelitian, GNFI menjalankan core strategy tersebut secara dinamis. Inovasi yang dilakukan dalam substansi pembuatan konten didasarkan pada visi dan misinya “Restoring Optimism, Rebuilding Confidence”, yang mengusung pesan utama “Makin Tahu Indonesia”. Pemimpin Redaksi memberikan arahan dan persetujuan secara umum. Setiap divisi menjalankan tugas dan kewajibannya, dengan tetap saling berkoordinasi. Inovasi GNFI dalam penyusunan strategi pembuatan konten didorong oleh tren saluran media digital dan perilaku masyarakat. Ke depan, GNFI dapat mengembangkan konten yang tidak hanya berupa berita positif, dapat juga mengupas permasalahan dan memberikan alternatif solusi.

The rebranding strategy of Azarine Cosmetic Sukamto, Valerie Phoebe; Primadini, Intan
PRofesi Humas Vol 8, No 1 (2023): August 2023
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v8i1.45631

Background: Brands and companies become more competitive nowadays, and there is a need to maintain its existence, especially in sector such as cosmetic and beauty. Implementing a corporate rebranding process is one thing that the brand or company can do to ensure its survival. Azarine Cosmetic is a local cosmetic and beauty brand that has undergone corporate rebranding and has grown significantly. Purpose: This study aims to analyze the rebranding strategy implementation and outcomes as indicators of Azarine Cosmetic’s corporate rebranding success. Methods: This study uses a qualitative descriptive approach with a case study method. Data are collected through interviews and literature review, then analyzed with pattern matching analysis. Results: Azarine Cosmetic’s rebranding strategy was implemented based on marketing mix variables. Product, from spa products to skincare. Price, affordable based on the product size. Place, from B2B to offline and online B2C distribution. Promotion, the use of social media and other brand activation to communicate the corporate rebranding process to the external public. These implementations lead to corporate rebranding outcomes, such as sales growth of 600% in 2021; awareness and sales objectives reached, including brand image change; other supplementary achievements like awards and ease of collaborations. Conclusion: The corporate rebranding of Azarine Cosmetic was completed in five stages, including rebranding strategy implementation and outcomes. Azarine Cosmetic was implementing its rebranding strategy to the external public by updating and aligning all aspects of the marketing mix. Implications: The findings of the study can provide input for Azarine Cosmetic to strengthen the corporate rebranding outcomes, such as opening a flagship store to reflect the distinctive brand identity and conducting measurable in-depth evaluations.

Maskulinitas Crossdresser Laki-Laki Dalam Dunia Dance Cover K-Pop Suganda, Vellania; Primadini, Intan
Calathu: Jurnal Ilmu Komunikasi Vol. 6 No. 2 (2024): Calathu: Jurnal Ilmu Komunikasi
Publisher : School of Communication Science and Media Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/calathu.v6i2.3958

This research discusses how popular culture is growing in Indonesia. One of them is the K-pop culture originating from South Korea which is among Indonesian teenagers. Indonesian youth's interest in K-pop encourages their creativity and makes it easier for them to express themselves, giving rise to the trend of K-pop dance covers. Individuals imitate the dress styles, hairstyles, makeup, and accessories of their idols. Individuals are allowed to perform male to female cross-gender dance and vice versa. This activity eventually led to conflict related to Indonesian culture which sees men as having a masculine appearance and character. Therefore, this study aims to reveal how male crossdressers in K-pop dance covers interpret masculinity. This study uses a qualitative approach, Smith's interpretive phenomenology method, and the constructivism paradigm. The results showed that male crossdressers see masculinity as a form of behavior, not only in terms of physical appearance. Keywords: K-Pop, crossdresser, dance cover, idol, masculinity

DEVELOPING PUBLIC SPEAKING AND JOB INTERVIEW SKILLS FOR HOSPITALITY STUDENTS Choirisa, Septi Fahmi; Situmorang, Ringkar; Alexandra, Yoanita; Primadini, Intan
Jurnal Sinergitas PKM & CSR Vol. 6 No. 3 (2022): DECEMBER
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/jspc.v6i3.6155

The main issues this article tries to address are vocational students' self-development skills. As a part of the tourism and hospitality industry, vocational schools and university students and lecturers are working on how the next generations contribute to supporting the government's aim to have sustainable business growth. Many vocational schools cover hard skills with low attention to students’ soft skills development. There is a massive gap between their self-preparations and their capabilities in technical management. This reality makes students less motivated and confident to compete in the workforce. This method employed pre-evaluations, workshops, a coaching clinic, and post-event evaluation to ensure the fulfilment of students’ needs. From the first to the second quarter of 2022, this program was made to develop students at Public Vocational School 7 Tangerang, Indonesia. With a total of 110 students with teachers involved, the workshop fulfilled students’ needs in the pre-evaluation questionnaire. Most of the students were satisfied and rated that this workshop supported their preparation before join to the hotel industry. This article contributes to hotel vocational school literature, especially in soft skill development. Moreover, issues addressed in this article can be an insight for vocational school management.

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