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All Journal Nivedana : Jurnal Komunikasi dan Bahasa Ilomata International Journal of Management
Deddy Muharman
LSPR Communication & Business Institute
Religion Arts Humanities Education Social Sciences

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Beyond Aesthetic Communication Strategies in Improving the Company's Image Through Social Media Erin Arita Naori; Deddy Muharman
Ilomata International Journal of Management Vol. 5 No. 2 (2024): April 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i2.1131

Abstract

This study aims to analyze the role of social media in Beyond Aesthetics' communication strategy on improving their company image in the competitive world of beauty industry as a medical aesthetic specialist in Indonesia. This study uses qualitative research method, case study methodology and using strategic planning for Public Relations which analyze the situation, strategy, tactics, and evaluative research. To achieve the required information, the company's social media was analyzed and The Director of Sales and Operations and related staff was interviewed to give their in-depth knowledge about the company's communication strategy which resulted in using integrated and proactive communication strategy using educational approach while having a strong understanding of consumer needs and the market's dynamics and quickly adapting with the rapid changes in the industry are the Beyond Aesthetics' social Media Communication Strategy. In conclusion, based on this study, the right media, creating interesting content, and implementing the appropriate communication strategies plays a big role in building a positive company image in the eyes of the stakeholders and ensuring their loyalty for Beyond Aesthetic to reach their success.
PENGARUH POPULARITAS DRAMA SQUID GAME SEASON 3 TERHADAP MINAT BERLANGGANAN NETFLIX :: (Studi Kuantitatif pada Generasi Z di Wilayah Jabodetabek) Fiorent Shevania; Diana Aprillia Saleh; Deddy Muharman
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 4 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i4.2752

Abstract

This study aims to analyze the influence of the popularity of Squid Game Season 3 on Generation Z's intention to subscribe to Netflix in the Greater Jakarta area (Jabodetabek). The development of digital media and Subscription Video on Demand (SVOD) services has transformed entertainment consumption patterns, with Generation Z, as digital natives, showing a strong tendency to follow popular content trends that go viral on social media. The global phenomenon of Squid Game Season 3, which has attracted widespread public attention, provides an important basis for examining how content popularity can influence subscription decisions on streaming platforms. This study employs a quantitative approach using a survey method involving Generation Z respondents in the Greater Jakarta area. The data are analyzed using statistical techniques to examine the relationships between variables and assess the influence of content popularity on subscription intention. The findings indicate that the popularity of Squid Game Season 3 has a positive and significant influence on the intention to subscribe to Netflix. The higher the level of content popularity and exposure experienced by Generation Z, the greater their tendency to subscribe to the service. These findings suggest that social influence, content virality, and emotional engagement with the storyline are key factors in shaping subscription intention. This study further highlights how Netflix's global content strategy and digital distribution can generate strong appeal among younger audiences.
Co-Authors Diana Aprillia Saleh Erin Arita Naori Fiorent Shevania