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All Journal Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Jurnal Representamen Bricolage : Jurnal Magister Ilmu Komunikasi ASPIRATION Journal Jurnal Bisnis dan Komunikasi Digital Journal of Dialogos INTERACTION Communication Studies Journal CONVERSE Journal Communication Science
Sadono, Teguh Priyo
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Arts Humanities Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Aktivitas Yoiki Mentai dalam Menggunakan Endorsement Non- Selebriti Melalui Instagram Untuk Menciptakan Brand Awareness Di Sidoarjo Ayuningtyas, Trisya Apsari; Sadono, Teguh Priyo; Ekoputro, Widiyatmo
Jurnal Representamen Vol 7 No 02 (2021): Jurnal Representamen Volume 7 No 02 Oktober 2021
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (262.34 KB) | DOI: 10.30996/representamen.v7i02.5722

Abstract

Penelitian ini membahas tentang pemanfaatan Instagram sebagai platform pemasaran untuk menciptakan brand awareness Yoiki Mentai di Sidoarjo melalui Endorsement Non-Selebriti. Penelitian ini bertujuan untuk menganalisis aktivitas Yoiki Mentai dalam menggunakan endorsement non-selebriti melalui instagram untuk menciptakan brand awarenessnya di Sidoarjo. Dalam penelitian ini penulis menggunakan kajian literatur Strategi Branding metode penelitian kualitatif yang menggunakan pendekatan sosiopsikologis dengan teknik pengumpulan data melalui wawancara, observasi dan dokumentasi. Informan dalam penelitian ini adalah 3 orang, yaitu Founder Yoiki Mentai, Tim Marketing Yoiki Mentai dan pelanggan aktif Yoiki Mentai. Model analisis data yang peneliti gunakan untuk mendeskripsikan hasil penelitian teknik analisis data dan teknik keabsahan data peneliti menggunakan teknik triangulasi sumber data. Hasil dari penelitian ini menunjukan bahwa Yoiki Mentai menggunakan endorsement non-selebriti melalui instagram untuk menciptakan brand awareness melalui konsep dan pesan. Konsep yang dibawakan oleh 3 endorser sama-sama menggunakan konsep honest review dan pesan yang dibawakan dalam aktivitas endorsement ini mengarah pada pengenalan produk, brand, dan gambaran produk dengan pesan persuasif yang berhasil menciptakan Brand Awareness dan penjualan produk Yoiki Mentai.Kata Kunci : Branding ,Endorsement,Yoiki Mentai, Brand Awarenes
Strategi Komunikasi Organisasi dalam Pencapaian Akreditasi Unggul di Universitas 17 Agustus 1945 Surabaya Parinussa, Olivia Yuniar; Sadono, Teguh Priyo; Hamim
Jurnal Bisnis dan Komunikasi Digital Vol. 2 No. 2 (2025): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbkd.v2i2.3556

Abstract

Penelitian ini menganalisis strategi komunikasi organisasi yang diterapkan oleh Universitas 17 Agustus 1945 (Untag) Surabaya dalam mencapai akreditasi unggul. Dengan pendekatan kualitatif, data dikumpulkan melalui wawancara dengan pemangku kepentingan utama, seperti Rektor, Wakil Rektor,  Kepala Badan Penjaminan Mutu, dan Dekan. Penelitian ini menyoroti penerapan tiga tipe komunikasi utama; top-down, bottom-up, dan horizontal serta tantangan dalam implementasinya. Hasil penelitian menunjukkan bahwa komunikasi top-down berperan penting dalam menetapkan kebijakan dan memberi ruang inovasi bagi unit, fakultas dan program studi, sementara komunikasi bottom-up digunakan untuk mengumpulkan masukan dari staf, dosen, dan mahasiswa. Komunikasi horizontal mendukung koordinasi antar fakultas dan program studi untuk memastikan keselarasan dan kolaborasi. Tantangan yang dihadapi meliputi perubahan regulasi yang cepat, kesenjangan waktu informasi, dan efisiensi pengelolaan data. Namun, universitas berhasil mengatasi hal tersebut dengan membangun budaya komunikasi inklusif, transparansi, dan kolaborasi. Secara keseluruhan, strategi komunikasi yang diterapkan tidak hanya melibatkan pimpinan dalam menetapkan arah, tetapi juga memastikan partisipasi aktif seluruh elemen organisasi untuk mencapai akreditasi unggul, yang berkontribusi pada pengembangan teori komunikasi organisasi di pendidikan tinggi.
Pengaruh Bauran Promosi dan Dukungan Orang Tua terhadap Keputusan Pemilihan Perguruan Tinggi pada Mahasiswa Universitas 17 Agustus 1945 Surabaya Yadnya, Anak Agung Gede Agung Aditya Satwika; Sadono, Teguh Priyo; Palupi, Merry Fridha Tri
Jurnal Bisnis dan Komunikasi Digital Vol. 2 No. 2 (2025): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbkd.v2i2.3566

Abstract

Penelitian ini mengkaji pengaruh bauran promosi dan dukungan orang tua terhadap proses pengambilan keputusan mahasiswa baru dalam memilih Universitas 17 Agustus 1945 Surabaya pada tahun ajaran 2023/2024. Penelitian ini menyoroti peran strategi pemasaran dan dukungan keluarga dalam memandu pilihan akademik mahasiswa. Dengan pendekatan kuantitatif melalui survei yang didistribusikan kepada mahasiswa baru, penelitian ini menganalisis bagaimana elemen promosi, seperti iklan dan hubungan masyarakat, berinteraksi dengan dukungan emosional, informasional, dan instrumental dari orang tua. Hasil penelitian menunjukkan adanya pengaruh signifikan antara kedua faktor tersebut dalam membentuk persepsi dan pilihan mahasiswa. Penelitian ini berkontribusi pada bidang pemasaran pendidikan dan teori pengambilan keputusan, serta menawarkan rekomendasi praktis bagi universitas untuk mengoptimalkan strategi promosi mereka sambil menekankan pentingnya keterlibatan orang tua dalam mendukung aspirasi Pendidikan.
Optimalisasi Komunikasi dan Kolaborasi Humas untuk Peningkatan Tridharma di OTTIMMO Internasional Mukti, Baresa Margi; Tripalupi, Merry Fridha; Sadono, Teguh Priyo
Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Vol 13, No 2 (2024)
Publisher : Universitas Tribhuwana Tungga Dewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jisip.v13i2.3009

Abstract

Nowdays, competition in universities is getting tougher. One attempt to ensure that a higher education institution have a special place among the public is to improve its quality so that it can produce superior graduates. Tridharma is a pillar of higher education that must be implemented, consist of education and teaching, research and community service. Apart from being something that must be done, the Tridharma of higher education can provide benefits, namely producing graduates who are creative, innovative, independent and useful for the surrounding community. Tridharma activity in higher education cannot walk alone internally, there needs to be an approach to the community through a public relations unit. Through the partnerships built between public relations and its partners, collaboration can result in activities that can be implemented into the Tridharma activities themselves. This research goal is to determine the strategies and models of communication and public relations collaboration at the OTTIMMO International Culinary and Patisserie Academy in improving the Tridharma of higher education, as well as what are the supporting and inhibiting factors. This research is using a qualitative method with a case study approach, the data collection method is by conducting interviews. The analytical method used is data reduction, namely summarizing the data and simplifying the data, then verifying and confirming the conclusions. The results of this research are communication and collaboration carried out by public relations in improving the Tridharma of higher education, namely using a two-way symmetrical model supported by using a collaborative governance stage process.Pada saat ini persaingan perguruan tinggi semakin ketat. Sebagai langkah agar satu perguruan tinggi tersebut mendapatkan tempat khusus oleh publik adalah dengan berbenah untuk meningkatkan mutu sehingga dapat menghasilkan lulusan yang unggul. Tridharma merupakan pilar dari perguruan tinggi yang wajib dilaksanakan, yaitu pendidikan dan pengajaran, penelitian dan pengabdian kepada masyarakat. Selain merupakan hal yang wajib dilakukan, Tridharma perguruan tinggi dapat memberikan manfaat yaitu menghasilkan lulusan yang kreatif, inovatif, mandiri dan berdaya guna bagi masyarakat sekitar. Tridharma didalam perguruan tinggi tidak dapat berjalan sendiri secara internal, perlu adanya pendekatan kepada masyarakat melalui unit humas. Melalui relasi yang dibangun antara humas dengan mitranya, dapat menghasilkan kerjasama berupa kegiatan yang dapat diimplementasikan kedalam kegiatan Tridharma itu sendiri. Penelitian ini bertujuan untuk mengetahui startegi serta model komunikasi dan kolaborasi humas Akademi Kuliner dan Patiseri OTTIMMO Internasional dalam meningkatkan Tridharma perguruan tinggi, serta apa saja yang menjadi faktor pendukung dan penghambatnya. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, metode pengumpulan data yaitu dengan melakukan wawancara. Metode analisis yang digunakan reduksi data, yakni merangkum data dan menyederhanakan data, lalu verifikasi dan penegasan kesimpulan. Hasil penelitian ini yaitu komunikasi dan kolaborasi yang dilakukan humas dalam meningkatkan Tridharma perguruan tinggi yaitu menggunakan model two-way symmetrical dengan didukung menggunakan proses tahapan collaborative governance.
Government Crisis Communication Strategies in Dealing with Misinformation in the Digital Era Amina, Nurtyasih Wibawanti Ratna; Satriya, Bambang; Sadhana, Kridawati; Sadono, Teguh Priyo
Journal of Dialogos Vol. 2 No. 2 (2025): Journal of Dialogos - May
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/kgcmxg29

Abstract

This research aims to understand in depth the crisis communication strategies implemented by the government in dealing with misinformation in the digital era. The rapid spread of misinformation in the digital space is a serious challenge, especially in crisis situations that demand fast, accurate, and reliable communication responses. This research uses a qualitative approach with a descriptive method, focusing on government institutions that have a strategic role in public communication, such as the Ministry of Communication and Information Technology (Kominfo) and the National Disaster Management Agency (BNPB). Data was collected through in-depth interviews with key informants, documentation studies, digital media observations, and analyzed using qualitative content analysis through the stages of data reduction, data presentation, and conclusion drawn. The results show that although the government has utilized social media as the main channel in crisis communication, challenges such as limited message reach, lack of coordination between agencies, and low public trust still hinder the effectiveness of the strategy. Cross-sectoral cooperation, people's digital literacy, and the role of credible and trained spokespeople are key factors in building information resilience and increasing public trust during crises. Therefore, an adaptive, transparent, and data-based crisis communication strategy is indispensable to maintain social stability in the midst of dynamic digital information flows
Toxic Masculinity in the Sadfishing Phenomenon within the #LakiLakiTidakBercerita Hashtag: A Netnographic Study of TikTok Content from the Account @bimbluess Fitriyani, Nurul; Sadono, Teguh Priyo; Palupi, Merry Fridha Tri
CONVERSE Journal Communication Science Vol. 2 No. 1 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v2i1.4248

Abstract

Toxic masculinity is a form of gender injustice reflected through labeling and stereotypes toward men, especially when they attempt to express emotional vulnerability. This study explores how toxic masculinity is manifested in the sadfishing phenomenon on TikTok, particularly through the hashtag #LakiLakiTidakBercerita and user comments on the account @bimbluess. The phenomenon highlights a paradox in which men’s emotional openness is often met with responses that reinforce hegemonic masculinity norms. Using a qualitative approach through netnographic methods, this research analyzes digital user interactions as part of participatory media culture. The study is framed by standpoint theory and the concept of hegemonic masculinity to understand how gendered power structures operate in digital spaces. The findings reveal five key themes: (1) toxic masculinity as a generational emotional wound, (2) internalized masculine values as social consciousness, (3) fear of vulnerability and masculine performativity, (4) emotional self-sabotage, and (5) the burden of productivity seen as male destiny. These dynamics show how digital platforms can both challenge and reproduce gender norms.
The Influence of Content Marketing on Brand Image Through Customer Engagement Nurazizah, Amelia; Sadono, Teguh Priyo; Palupi, Merry Frida Tri
CONVERSE Journal Communication Science Vol. 2 No. 1 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v2i1.4265

Abstract

Technological developments have made social media an important component of business marketing strategies, including Netflix, which uses Instagram to increase audience engagement and build a strong brand image. This study aims to determine the effect of content marketing on brand image through customer engagement on the Instagram account @netflixid. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis. Data collection through online questionnaires to followers of the Instagram account @netflixid. A sample of 100 respondents with the criteria are followers who have interacted with content on the Instagram account @netflixid. The study found that there is a positive and significant influence of content marketing on customer engagement and brand image. In addition, customer engagement has also been shown to act as a mediator in strengthening the influence of content marketing on brand image. These results emphasize the importance of a relevant and interactive content-based marketing strategy in order to create a positive brand image by increasing customer engagement.
The Role of Customer Interest in Mediating the Effect of the Implementation of Marketing Communication Strategies on Customer Decisions in Taking Retirement Loans at Semarang Steady Bank Prasetya, Aldian Firdianto; Sadono, Teguh Priyo; Pramono , Bambang Sigit
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4264

Abstract

This study aims to examine the role of customer interest in mediating the effect of integrated marketing communication (IMC) elements on customer decisions in taking retirement loans at Bank Mandiri Taspen, Semarang Branch. The IMC elements analyzed include advertising, promotion, direct marketing, word of mouth, and personal selling. Using a quantitative approach and Partial Least Squares (PLS) analysis with 145 purposively selected respondents, the study found that all IMC elements had a positive and significant effect on customer interest. However, none of the IMC elements directly influenced the decision to take credit. Customer interest plays a crucial mediating role, forming a full mediation pathway between most IMC elements and credit decisions, except for word of mouth, which exhibited partial mediation. These findings support the AIDA model and the hierarchy of effects theory, confirming that marketing communication impacts behavior through cognitive and emotional stages. The study provides theoretical reinforcement for IMC as a holistic strategy and offers practical insights for optimizing communication to influence customer behavior, particularly in the high-involvement financial service segment of retirees.
Reception Analysis of the ‘Achieve Your Dreams with Us’ Campaign Among Second-Semester Students of Universitas 17 Agustus 1945 Surabaya Djatmiko, Benedictus Raflin Algra Triyoga; Palupi, Merry Fridha Tri; Sadono, Teguh Priyo
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4667

Abstract

Intense competition among private higher education institutions (PHEIs) requires them to implement effective promotional campaigns to attract prospective students. This study examines the reception of second-semester students at Universitas 17 Agustus 1945 (UNTAG) Surabaya regarding the aspirational promise in the "Achieve Your Dreams with Us" promotional campaign. Employing a qualitative approach with reception analysis and Stuart Hall's encoding-decoding framework, data were collected through a Focus Group Discussion (FGD). The findings indicate that the most dominant reception position is the negotiated position. Students critically separated the slogan, which they perceived as "marketing language," and focused more on tangible evidence such as accreditation and tuition fees. They also reconstructed the meaning of "dreams" to align with their pragmatic goals (career, hobbies, self-development), while asserting that ultimate success depends on individual agency, with the university serving as a facilitator. A dominant position was found to emerge post-hoc following validation through positive real-world experiences on campus, whereas an oppositional position was absent. This study concludes that the reception of marketing messages by a young audience is not a passive process, but rather a complex act of pragmatic validation. In this process, the credibility of each message element (verbal, visual, symbolic) is actively negotiated based on the audience's frames of reference and experiences, in which concrete proof is valued over aspirational promises.
PEMBENTUKAN PERSEPSI WARNA PADA KONSUMEN (Studi tentang Costomer Servoce) Sadono, Teguh Priyo; Rongrong, Michael Jibrael
Bricolage : Jurnal Magister Ilmu Komunikasi Vol 1, No 01 (2015): BRICOLAGE: Jurnal Magister Ilmu Komunikasi
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (10436.19 KB) | DOI: 10.30813/bricolage.v1i01.1637

Abstract

Persepsi dan makna dari berbagai latar belakang yaitu orang Manadp, Tionghoa dan Batak memberikan penjelasan yang utuh menyeluruh bahwa Costomer goods yang dipadukan dengan warna merah dan kuning memiliki keunikan dan ketertarikan tersendiri dibandingkan dengan tidak dipadukan warna dan melalui ketertarikan itu memberikan dampak cukup signifikan untuk seseorang. Persepsi dan makna mereka yang diungkapkan pada hasil penelitian memberikan keuntungan bagi PT. Antri Distribundo menarik pelanggannya, persepsi dari orang-orang ini tidak lepas dari latar belakang tradisi mereka, sehingga dampak dari ajaran kebudayaan yang telah diajarkan kepada mereka memberikan peranan penting terhadap persepsi dan makna mereka. Kata Kunci : Persepsi, Makna, Kesetiaan, Warna
Co-Authors Amina, Nurtyasih Wibawanti Ratna Ayuningtyas, Trisya Apsari Bambang Satriya Djatmiko, Benedictus Raflin Algra Triyoga Fensi, Fabianus Hamim Koli, Nicodemus Kridawati Sadhana Mukti, Baresa Margi Nurazizah, Amelia Nurul Fitriyani Palupi, Merry Frida Tri Palupi, Merry Fridha Tri Parinussa, Olivia Yuniar Pramono , Bambang Sigit Prasetya, Aldian Firdianto Rongrong, Michael Jibrael Setiadi, Muh. Darmawan Siwi, Yogi Raka Tachopisalwong, Attanan Tripalupi, Merry Fridha Widiyatmo Ekoputro Yadnya, Anak Agung Gede Agung Aditya Satwika