Garuda - Garba Rujukan Digital

Parody Iklan, Meningkatkan Brand Awaraness melalui Olokan Ayu, Aulia Suminar
Interaksi: Jurnal Ilmu Komunikasi Vol 5, No 1 (2016): January 2016
Publisher : Master of Communication Science Program, Faculty of Social and Political Science, Diponego

AbstractÂ Usually, parody were used to show how audience dislike or resistance with certain texts. Recently, parody about the standarized herbal product , â€œMastinâ€ were circulating around social media world. This phenomenon starts from Mastin parody video on youtube. Repetitive use of Mastin' TVC lyrics, â€œkabar gembira untuk kita semuaâ€ was becoming new joke trend and slang on cyber and real world. On the other side, that was insulting and making people bored of that kind of joke. Either do Mastin, along with this trend, Mastin changes their TVC Jingle chord (until) three times in order to make audience didn't get drown on boredom. This text would be explained by reception analysis as methodology with Elaboration Likelihood Modes and Hirearchy of Effect Model as theoritical background. Subject of this research are people who reviewing Mastin on their webblog, and Mastin user that researcher met on real world.Â This study aimed to understand how audiences interpret Mastin related with this parody.Â Keyword: Parody, Mastin, Audience Reception Analysis, Elaboration Likelihood Model, Hirearchy of Effect Model

Peranan Peer Group Story-telling dalam Membangun Brand Awareness Usaha Makanan Lokal di Kota Surakarta Haryono, Novita; Ayu, Aulia Suminar; Priliantini, Anjang
Jurnal Representamen Vol 7 No 02 (2021): Jurnal Representamen Volume 7 No 02 Oktober 2021
Publisher : Universitas 17 Agustus 1945 Surabaya

Sepanjang pandemi ini ada peningkatan sebanyak 47%-53% pebisnis makanan baru yang bergabung melalui layanan penyedia jasa pengantaran makanan online. Peningkatan jumlah yang cukup signifikan terhadap pelaku bisnis makanan ini, maka persaingan para pelaku bisnis makanan untuk dikenal di masyarakat menjadi semakin berat. Dibutuhkan brand awareness di mata masyarakat yang menjadi konsumen harus semakin diperhatikan dengan cermat. Brand menggunakan storytelling untuk membangun kesan positif brand dibenak konsumen sehingga berpotensi menggerakkan konsumen untuk melakukan pembelian produk. Tujuan penelitian ini untuk mengetahui peranan storytelling dari lingkup pertemanan konsumen yang diceritakan melalui akun sosial media seseorang dalam membangun brand awareness brand makanan lokal yang baru muncul. Secara khusus dalam penelitian ini akan melihat pengaruh narasi pesan, distribusi pesan, dan kredibilitas komunikator dalam membangun brand awareness melalui sosial media story telling. Penelitian ini diharapkan memberikan masukan untuk pelaku bisnis makanan terutama untuk brand yang baru berdiri dan praktisi marketing communication dalam menentukan strategi komunikasi untuk mendekati konsumen.Kata Kunci : Brand Awareness, Storytelling, Sosial Media, Peer Group, Komunikasi pemasaran

Strategi Komunikasi KPU Kota Semarang Dalam Mengajak Gen Z Menggunakan Hak Pilih #temanpemilih Fitri, Alifa Nur; Rohmah, Siti; Ayu, Aulia Suminar
JPW (Jurnal Politik Walisongo) Vol. 6 No. 1 (2024)
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jpw.v6i1.22256

Penelitian ini membahas peran dan tantangan Komisi Pemilihan Umum (KPU) dalam menghadapi Pemilu 2024 di Indonesia, dengan fokus pada Generasi Z sebagai pemilih dominan. Generasi Z, yang berjumlah 74,94 juta jiwa atau 27,94% dari total penduduk, sangat terhubung dengan teknologi digital dan media sosial. Meskipun ini mempermudah akses informasi, mereka juga rentan terhadap hoaks yang dapat merusak kepercayaan publik terhadap proses pemilu. Tantangan utama KPU adalah mengatasi penyebaran hoaks di media sosial dan merancang strategi komunikasi yang efektif untuk meningkatkan partisipasi politik anak muda. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus.Hasil penelitian ini menunjukkan bahwa, pentingnya literasi politik dan strategi komunikasi yang adaptif pada Pemilu 2014 dan 2019, yang masing-masing mencapai 85,9% dan 91,3%. KPU Kota Semarang telah menunjukkan keberhasilan dalam menggunakan media sosial dan kampanye kreatif seperti #temanpemilih, yang meningkatkan partisipasi pemilih bahkan dalam situasi pandemi. Penelitian ini menyoroti perlunya KPU terus berinovasi dalam menghadapi perubahan perilaku digital Generasi Z, dengan tujuan utama meningkatkan partisipasi politik generasi muda di Indonesia.

Penguatan Kapasitas Pemasaran Online bagi Pelaku UMKM Pemustaka di Kota Magelang Provinsi Jawa Tengah Hastjarjo, Sri; Ayu, Aulia Suminar; Haryono, Novita; Arzil, Andrine Prima Afneta; Abisono, Firya Qurratu'ain; Pawito, Pawito; Haryanto, Haryanto; Arifin, Hamid; Kusumawati, Diah
Dharma Sevanam : Jurnal Pengabdian Masyarakat Vol 4 No 2 (2025): Desember 2025
Publisher : IAHN Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/sjpkm.v4i2.2676

This article discusses an online marketing training program for Micro, Small, and Medium Enterprises (MSMEs) who are also library users in Magelang City. The program was part of a community service initiative by Universitas Sebelas Maret in collaboration with the Library and Archives Office of Magelang City. The background of the program is the low level of digital literacy and online marketing skills among MSME actors, which limits their market reach and product competitiveness. The one-day workshop adopted a hands-on practice approach with practical materials, including basic strategies for digital marketing through social media, optimization of Instagram and WhatsApp Business platforms, and the creation of engaging and effective promotional content. A key framework introduced was the "3K" strategy: Know your market, Consistent branding, and Active communication. Evaluation results showed significant improvements in participants’ understanding and skills in digital marketing. Moreover, the training reinforced the role of public libraries as centers of productive literacy, bridging access to information with community economic empowerment. This activity demonstrates that synergy between academic institutions, local government, and MSME communities can foster inclusive training models that are responsive to the real needs of small businesses in the digital era.

Pengaruh Informasi Musisi, Visual Stage Act, dan Daya Tarik Lagu pada akun Instagram @trafficjammusic terhadap Keputusan Pembelian Tiket Konser Gendis, Irenea; Ayu, Aulia Suminar
Jurnal Komunikasi Massa Vol 18, No 2 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 2 Desember 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i2.115335

This research explores the influence of musician information, stage act visuals, and song appeal in Instagram content posted by @trafficjammusic on audiences’ concert ticket purchase decisions. In the digital era, social media—particularly Instagram—serves as a persuasive communication platform through visual content, playing a key role in shaping consumer behavior. The study is grounded in the Elaboration Likelihood Model (ELM), which explains how individuals process persuasive messages via central and peripheral routes. This is an explanatory quantitative study using survey data collected through online questionnaires from 98 followers of the @trafficjammusic Instagram account. The variables tested include musician information (central route), stage act visuals, and song appeal (both peripheral cues). Data were analyzed using partial, simultaneous, and multiple regression tests. Findings indicate that musician information and song appeal significantly and positively influence concert ticket purchase decisions. In contrast, stage act visuals showed a significant but negative impact, suggesting that even when visual performance is less prominent, audiences still tend to purchase tickets—likely due to emotional engagement and fan loyalty. Simultaneously, all three variables collectively have a significant and positive influence on purchase decisions. This study contributes to understanding how digital music promotion works through audience message elaboration and highlights the strategic role of informative and emotionally resonant content in independent music marketing. Practically, it recommends focusing on accurate musician information and catchy song content, while nurturing community engagement as a long-term asset.

Iklim Organisasi, Beban Kerja, Pengembangan Diri, dan Demotivasi Anggota Organisasi Kemahasiswaan Rizal, Andi Muh. Ahsan; Ayu, Aulia Suminar
Jurnal Komunikasi Massa Vol 17, No 1 (2024): Jurnal Komunikasi Massa Volume 17 Nomor 1 Juni 2024
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v17i1.90357

Demotivation is often based on a number of factors which result in disappointment and anxiety at work. This can lead to members becoming less enthusiastic or even unmotivated in any way. This of course really threatens the sustainability of student organizations, especially as there are more and more additional activity options for students besides campus organizations. This is also the phenomenon experienced by LPM Kentingan UNS, one of the organizations that offers a lot of skill development, and also the LPM organization with the most members in UNS. The aim of this research is to determine whether there is an influence between organizational climate variables, workload and self-development on the demotivation of members at LPM Kentingan UNS. It is hoped that this research will be capable. This research uses Thibaut and Kelly's social exchange theory as an approach to analyzing phenomena. The research method that will be carried out in this research is multiple linear regression analysis. The results of the research show that there is a significant influence between organizational climate, workload and self-development on demotivation among LPM Kentingan UNS members.

Strategi Integrated Marketing Communication pada Bisnis Fotografi: Studi Kasus Perancangan Komunikasi Pemasaran "restu Ibu" Hadiwarsa, Fatih Al Hakim; Ayu, Aulia Suminar
Jurnal Komunikasi Massa Vol 18, No 1 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 1 Juni 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i1.106990

Social media influences the development of photography services, marked by the increasing number of services in this field. However, not all photography services, especially weddings, have succeeded in utilizing social media effectively to increase sales and brand awareness. The researcher wants to know how the Integrated Marketing Communication Strategy is in the "Restu Ibu" Photography Business. The researcher provides research limitations using the Integrated Marketing Communication method. The approach method for this thesis is qualitative descriptive using purposive sampling techniques. The sources in this study were three sources from different divisions, namely the marketing, editor and photography divisions. The data validity test in this study used the source triangulation technique (member checking). The data analysis technique in this study used the interactive model, Miles and Huberman in (Pawito, 2017). Based on the results of research on the integrated marketing communication (IMC) strategy in the “Restu Ibu” photography business, it can be concluded that “Restu Ibu” uses various communication channels such as social media Instagram and TikTok which are managed with consistent visual narratives, full of emotion, and according to audience characteristics in implementing Integrated Marketing Communication.

Pengaruh Iklim Organisasi, Beban Kerja, Dan Pengembangan Diri Terhadap Demotivasi Anggota (Dalam Melanjutkan Organisasi Tingkat Kampus Di Lembaga Pers Mahasiswa Kentingan UNS) Rizal, Andi Muhammad Ahsan; Ayu, Aulia Suminar
Jurnal Komunikasi Massa Vol 17, No 2 (2024): Jurnal Komunikasi Massa Volume 17 Nomor 2 Desember 2024
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v17i2.95618

Demotivation is often based on a number of factors which result in disappointment and anxiety at work. This can lead to members becoming less enthusiastic or even unmotivated in any way. This of course really threatens the sustainability of student organizations, especially as there are more and more additional activity options for students besides campus organizations. This is also the phenomenon experienced by LPM Kentingan UNS, one of the organizations that offers a lot of skill development, and also the LPM organization with the most members in UNS. The aim of this research is to determine whether there is an influence between organizational climate variables, workload and self-development on the demotivation of members at LPM Kentingan UNS. It is hoped that this research will be capable. This research uses Thibaut and Kelly's social exchange theory as an approach to analyzing phenomena. The research method that will be carried out in this research is multiple linear regression analysis. The results of the research show that there is a significant influence between organizational climate, workload and self-development on demotivation among LPM Kentingan UNS members.

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