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All Journal Journal of Humanities and Social Studies Jurnal Penelitian Sosial Ilmu Komunikasi
Priyadharma, Subekti Wirabhuana
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence Of The Basic Dimensions Of Integrated Marketing Communication On Customer Loyalty At Luxury Hotels (Study At Intercontinental Hotel Bandung Dago Pakar) Rizaldy, Dendy Shobron; Dida, Susanne; Priyadharma, Subekti Wirabhuana
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 2 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i2.12397

Abstract

Above Due to intense competition in the business sector, businesses that use marketing concepts prioritise consumer pleasure, which includes developments in the high-end lodging and hospitality industries. The demands and preferences of customers must serve as the foundation for the marketing strategy that is developed as a plan to accomplish these objectives. Ultimately, positive relationships will be established between businesses and customers. Quantitative research methodologies are used in this study. 90 respondents who are categorised as loyal customers—those who have visited the same property at least twice—were given questionnaires in order to assess the relationship between IMC implementation and customer loyalty using a new measuring scale. Due to intense competition in the business sector, businesses that use marketing concepts prioritise consumer pleasure, which includes developments in the high-end lodging and hospitality industries. The demands and preferences of customers must serve as the foundation for the marketing strategy that is developed as a plan to accomplish these objectives. Ultimately, positive relationships will be established between businesses and customers. Quantitative research methodologies are used in this study. 90 respondents who are categorised as loyal customers—those who have stayed more than twice during that time—were given questionnaires in order to assess the relationship between IMC implementation and customer loyalty using a separate measuring scale. At 83.4%, integrated marketing communication has a significant impact on InterContinental Bandung Dago Pakar customers’ loyalty. However, additional variables not included in this study have an impact on the remaining 16.6%. 
Penyampaian Pesan Edukatif mengenai Isu Fast Fashion oleh Akun TikTok @dosen_fashyun Mustofa, Irvan; Priyadharma, Subekti Wirabhuana; Rahmawan, Detta
Jurnal Penelitian Sosial Ilmu Komunikasi Vol 9, No 1 (2025): Volume 9 Nomor 1 Tahun 2025
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jpsik.v9i1.11698

Abstract

Penelitian ini membahas penyampaian pesan edukatif mengenai isu fast fashion pada akun TikTok @dosen_fashyun. Penelitian ini menjadi penting karena 63,5% masyarakat Indonesia masih memilih untuk membeli produk fast fashion karena menilai lebih trendy. Perkembangan media sosial, khususnya TikTok, membuka peluang bagi platform digital dalam menyebarkan edukasi mengenai keberlanjutan. Namun, hingga saat ini, belum ada yang mengkaji penyampaian pesan edukatif mengenai konsep keberlanjutan, khususnya fast fashion, di platform TikTok. Penelitian ini bertujuan untuk mengetahui keragaman topik yang disampaikan mengenai isu fast fashion dan bagaimana topik tersebut disampaikan. Teori yang digunakan pada penelitian ini adalah teori fear appeals dan Fogg Behavior Model (FBM). Penelitian ini menggunakan pendekatan kualitatif dengan metode netnografi untuk memahami pengalaman budaya di internet. Hasil penelitian menunjukkan bahwa @dosen_fashyun menyampaikan edukasi mengenai fast fashion dalam tiga kategori utama yang berkaitan dengan pengetahuan tentang fast fashion. Kategori tersebut mencakup (a) penjelasan mengenai fast fashion, (b) dampak dari industri fast fashion, (c) slow fashion sebagai alternatif. Dalam penyampaian pesannya, akun ini menggunakan komunikasi persuasif dengan pendekatan fear appeal dan call to action untuk meningkatkan kesadaran dan mendorong perubahan perilaku audiens.
Co-Authors Detta Rahmawan, Detta Mustofa, Irvan Rizaldy, Dendy Shobron Susanne Dida