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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT SEEIJ (Social Economics and Ecology International Journal)
Haryanti, Astrid
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UPAYA MARKETING PUBLIC RELATIONS PERUSAHAAN-PERUSAHAAN E-COMMERCE TERBAIK DI INDONESIA DALAM MEMPERTAHANKAN BRAND REPUTATION DI MATA KONSUMEN Ratna Sari, Siti Dewi Sri; Haryanti, Astrid
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 4 No 3 (2019)
Publisher : Economic Faculty, Attahiriyah Islamic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (602.844 KB)

Abstract

This study used a qualitative approach with descriptive research which described reputation’s elements based on the concept from Urde and Greyser. The primary data collecting method was a semi-structured interview through a Focus Group Discussion with consumers, enriched with digital observation. The study results show that the efforts of Tokopedia.com’s MPR in maintaining brand reputation towards consumers’ view are the best compared to Lazada.co.id and Blibli.com as this company has the highest scores on almost reputation elements. The efforts of Lazada.co.id’s MPR as the first rank of best e-commerce companies in Indonesia is the weakest. It is recommended to increase the clarity in communicating all brands’ values through various organized MPR’s activities and to provide customer service for better interaction with consumers. Keywords: marketing public relations, e-commerce, brand reputation, the consumer.
ANALYSIS OF AUDIENCE RECEPTION ON YOUTUBE TOWARDS ANTI CYBERBULLYING VIDEO CAMPAIGN IN THE CYBER BULLY BY CAMEOPROJECT Haryanti, Astrid; Ratna Sari, Siti Dewi Sri
SEEIJ (Social Economics and Ecology International Journal) Vol. 2 No. 1 (2018): March
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/seeij.v2i1.5626

Abstract

Youtube is one of the leading sites to share videos. It also facilitates the video viewers to give comments. The research explores the video campaign entitled Cyber Bully (2016) produced by CameoProject and the authentic responses from the viewers in Youtube. The argument that the anti-cyberbullying video campaign generally creates only from victim’s perspective and how the society should encourage them. As an attempt to give a new perspective, this research shows that the victim of cyberbullying should also change himself in a positive way to contribute and socialize well in the society. Applying the concept of encoding – decoding by Stuart Hall (1993), the three categories such as dominant, negotiated and oppositional representatives can be seen from the responses of the interviewees in negotiated position. The research uses qualitative descriptive methodology; reception analysis and critical discourse analysis to determine the results by using in-depth interview with the selected representatives of three categories from encoding-decoding concept by Stuart Hall. The interviewers were compared by three categories in audience research; structural, behavioural and cultural based on primary data, aims and method. Results indicates the three viewers have the same perception of objective at the end which are to have courageous to being tough and responsible for ourselves and not being intimidated by unfairness or dominant power. All of them agreed that the Cameo Project video has delivered well the message of cyberbullying’s danger to the victims. To conclude, this phenomenon contributes to the cyber cultures in which Youtube is seen as a functional media in order to make meaning of a digital text and negotiate with the constructed cyber bullying by giving responses.
Co-Authors Siti Dewi Sri Ratna Sari Siti Dewi Sri Ratna Sari, Siti Dewi Sri