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All Journal Scriptura Channel : Jurnal Komunikasi JPM17: Jurnal Pengabdian Masyarakat Kanal : Jurnal Ilmu Komunikasi Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Jurnal Komunikasi urnal Interaksi: Jurnal Ilmu Komunikasi JPP IPTEK (Jurnal Pengabdian dan Penerapan IPTEK) LUGAS Jurnal Komunikasi Journal on Education Jurnal Penelitian Pers dan Komunikasi Pembangunan Jurnal Komunikasi Profesional Business and Finance Journal MEDIALOG: Jurnal Ilmu Komunikasi Jurnal Penelitian Sosial Ilmu Komunikasi Pena Justisia: Media Komunikasi dan Kajian Hukum Bricolage : Jurnal Magister Ilmu Komunikasi Communication Communicology: Jurnal Ilmu Komunikasi Journal of Media and Communication Science (JcommSci) JURNAL LENSA MUTIARA KOMUNIKASI Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Mediakom : Jurnal Ilmu Komunikasi Bubungan Tinggi: Jurnal Pengabdian Masyarakat International Journal of Environmental, Sustainability, and Social Science International Journal of Computer and Information System (IJCIS) PROPAGANDA Calathu: Jurnal Ilmu Komunikasi Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Indonesian Journal of Social Science Research Jurnal Visi Komunikasi Jurnal Locus Penelitian dan Pengabdian Peka: Jurnal Pengabdian Kepada Masyarakat Scriptura : Jurnal Ilmiah Jurnal Komunikasi Global Jurnal Spektrum Komunikasi Branding: Jurnal Manajemen & Bisnis Proceedings of International Conference on Islamic Economic Finance and Social Finance
Hilda Yunita Wono
Universitas Ciputra
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Implementation of Event and Experience Strategy in Marketing Communication at Tamo Venue Surabaya Calysta, Keisya; Wono, Hilda Yunita
Jurnal Spektrum Komunikasi Vol 13 No 2 (2025): Jurnal Spektrum Komunikasi : June 2025
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v13i2.920

Abstract

The event and experience strategy are one of the applications of Integrated Marketing Communication (IMC) activities that allow direct interaction with consumers. This activity can also provide an interesting experience for consumers so as to increase brand recognition and business performance. Amidst the increasing demand for venue rental services to accommodate various events Tamo Venue, held a kids birthday showcase event which is an implementation of the event and experience strategy. This research is the first study to examine the experience strategy at children's events in the Surabaya venue industry.  This study aims to explore how a newly established venue uses event and experiment strategy as a branding tool within the IMC framework. This research uses a qualitative case study method with data collection through structured interviews, documentation, and literature study. Interviews were conducted with the CEO, Head of event and marketing team, and an event attendee. Data was analyzed using NVivo 15 and validated through source triangulation. The results showed that Tamo Venue successfully implemented six strategic elements: alignment with MICE trends, original event concepts, non-repetitive execution, creation of tangible and intangible experiences, ambience and service quality, and an adaptive service approach. This research can enrich marketing communication studies by showing that event and marketing strategies can effectively create positive visitor experiences and offer practical guidance in the venue industry in Indonesia.
Analisis Pengaruh Komunikasi Pemasaran Digital terhadap Niat Kunjungan Ulang Konsumen: Studi pada Kedai Sedjiwa Sidoarjo Putri, Nabila Zulfiniar; Wono, Hilda Yunita
Jurnal Interaksi: Jurnal Ilmu Komunikasi Vol 9, No 2 (2025): Jurnal Interaksi: Jurnal Ilmu Komunikasi
Publisher : UMSU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/interaksi.v9i2.24393

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran digital terhadap niat kunjungan ulang konsumen di Kedai Sedjiwa, sebuah tempat kuliner dengan konsep pecinan pertama di Sidoarjo. Selama ini, strategi digital marketing yang dijalankan cenderung lebih efektif menarik pelanggan baru dibanding mempertahankan pelanggan lama. Mengingat pesatnya perkembangan teknologi pemasaran digital, penting untuk memahami bagaimana pengaruhnya terhadap perilaku konsumen, khususnya dalam membangun loyalitas dan meningkatkan retensi melalui kunjungan ulang. Penelitian ini memfokuskan perhatian pada elemen-elemen utama dalam komunikasi pemasaran digital, seperti keterlibatan di media sosial, peran Key Opinion Leader (KOL), serta pemanfaatan iklan tertarget seperti Instagram Ads. Penelitian ini diharapkan memberikan kontribusi baik dari sisi akademis maupun praktis, dengan memberikan wawasan menyeluruh terkait keterlibatan konsumen di ranah digital yang berdampak pada pertumbuhan bisnis dan kembalinya pelanggan lama. Metode yang digunakan adalah pendekatan deskriptif kuantitatif dengan pengumpulan data melalui kuesioner kepada 101 pelanggan Kedai Sedjiwa, menggunakan skala Likert. Analisis data dilakukan dengan metode statistik. Hasil penelitian menunjukkan bahwa strategi digital marketing Kedai Sedjiwa berpengaruh signifikan terhadap niat kunjungan ulang, dibuktikan melalui koefisien regresi sebesar 1.059 dan p-value 0.001. Nilai korelasi (R) sebesar 0.639 menunjukkan hubungan yang cukup kuat, sedangkan nilai determinasi (R²) sebesar 0.408 menunjukkan bahwa hampir 41% variasi dalam niat kunjungan ulang dapat dijelaskan oleh variabel pemasaran digital. Temuan ini menegaskan bahwa pemasaran digital berperan penting dalam meningkatkan loyalitas pelanggan dan mendorong mereka untuk kembali berkunjung.
Social Media Influence on First-Time Voters’ Participation in Digital Democracy WIDJAYA, Christabella Angelina; WONO, Hilda Yunita
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 1 (2025): International Journal of Environmental, Sustainability, and Social Science (Jan
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i1.1344

Abstract

This study aims to investigate the influence of social media on political participation among first-time voters, focusing on students from the Faculty of Communication at a private university in East Java during the 2024 Presidential Election. Utilizing a quantitative descriptive method, the research involved 143 respondents selected through purposive sampling based on specific criteria. Data was collected via a structured questionnaire and analyzed using a simple linear regression model. The findings revealed a statistically significant positive relationship between social media usage and political participation, expressed through the regression equation Y = 3.011 + 0.290X. The R² value of 0.097 indicates that social media contributes to 9.7% of the variation in political participation. These results support the Stimulus-Organism-Response (SOR) theory, suggesting that social media acts as an effective stimulus that shapes young voters' political attitudes and behaviors. The study emphasizes the strategic role of social media in fostering civic engagement among youth and suggests further research on content types and platform dynamics that drive participation.
Consumer Choices Regarding the Application of Integrated Marketing Communication (IMC) Strategies at Yoong Motor Indonesia UTOMO, Kevin; WONO, Hilda Yunita
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 2 (2025): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i2.1371

Abstract

Social media has become a fundamental aspect of daily life, including in Indonesia, where numerous businesses, including those in the automotive industry, utilize it to drive sales and enhance their market reach. Through platforms like Instagram and YouTube, Yoong Motor Indonesia has effectively showcased its products, engaged with customers, and expanded its branch network across the country. The goal of this study is to understand consumer preferences regarding the Integrated Marketing Communication (IMC) approach used by Yoong Motor Indonesia, a company specializing in the sale of vehicle lighting. This research uses a quantitative descriptive method, which outlines issues based on data without comparing variables. The sample consisted of 100 consumers of Yoong Motor Indonesia, selected through purposive sampling, and a Likert scale-based questionnaire was used for data collection. The validity of the instrument was tested with an r value greater than 0.3, while reliability was assessed using Cronbach’s Alpha, which exceeded 0.6. The data was analyzed using weighting and average calculations to assess consumer preferences. The findings show that Yoong Motor Indonesia’s IMC strategy successfully impacted consumer preferences through integrated communication channels like social media, direct marketing, sales promotions, and sponsorships. The study confirmed that the questionnaire was both valid and reliable, with a significance value of less than 0.05 and a Cronbach’s Alpha higher than 0.7. The most influential IMC strategy was digital marketing (1.89), followed by advertising (1.95), sponsorship (1.96), sales promotions (2.10), and direct marketing (2.24).
Strategic Public Relations in the 130th Anniversary Celebration of RSK Mojowarno Hermawan, Jessica Nathalia; Wono, Hilda Yunita
Indonesian Journal of Social Science Research Vol. 6 No. 1 (2025): Indonesian Journal of Social Science Research (IJSSR)
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijssr.06.01.04

Abstract

Public relations (PR) plays a crucial role in shaping the reputation of healthcare institutions, particularly in building long-term, value-based relationships with the public. In faith-based hospitals, PR efforts are not only about disseminating information but also about reinforcing institutional identity, trust, and emotional engagement through meaningful communication. This study investigates the public relations strategy employed by RSK Mojowarno during its 130th anniversary, which served as a commemorative moment to amplify the hospital’s presence, introduce new healthcare services, and strengthen its public image by integrating Christian values into its messaging. Rather than treating the anniversary as a ceremonial event alone, the hospital implemented a strategic PR campaign involving participatory activities that aligned with both institutional goals and community interests. The research adopts a quasi-qualitative approach using a case study method. Data were gathered through in-depth interviews with internal stakeholders such as PR staff, human resources personnel, and external community figures, including village leaders. NVivo 15 software was used to assist in thematic coding and analysis, focusing on four dimensions: PR objectives, planning, implementation, and effectiveness. The findings reveal that the strategy centered on three main objectives: promoting healthcare services, reinforcing institutional branding, and engaging with the local community. These were achieved through a series of initiatives such as community health services, blood donation drives, educational seminars, media publication through both digital and offline channels, and collaboration with sponsors and religious institutions. Furthermore, the success of the strategy was measured by event participation, the achievement of program targets, and positive public feedback, especially from social media platforms and direct community responses. The study concludes that commemorative PR, when guided by clear objectives and grounded in institutional values, can serve as an effective approach for enhancing public trust, fostering meaningful relationships, and sustaining a positive institutional image within the healthcare sector.
The Role of Integrated Marketing Communication in SMA Thursina IIBS Brennadiva, Allodia Astried; Wono, Hilda Yunita
Indonesian Journal of Social Science Research Vol. 6 No. 1 (2025): Indonesian Journal of Social Science Research (IJSSR)
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijssr.06.01.11

Abstract

This study examines the implementation of Integrated Marketing Communication (IMC) strategies at SMA Thursina IIBS Malang, a private Islamic boarding school that combines traditional boarding school values with international education standards. In Indonesia, where the majority of the population is Muslim, religious-based boarding schools have become a significant educational option. SMA Thursina IIBS Malang stands out for its ability to integrate Islamic values with a globally competitive curriculum, making it an attractive choice for many parents. The main objective of this research is to identify and evaluate the IMC elements used by the school to attract prospective students’ parents, with a focus on how tools such as advertising, public relations, personal selling, direct marketing, and digital or social media promotion are strategically coordinated to support the institution’s marketing goals. Using a quasi-qualitative case study approach, this research gathers data through structured interviews with key stakeholders, including school leaders, public relations personnel, and both current and prospective parents. The findings are expected to offer valuable insights into how IMC can be effectively applied in a specialized educational context, particularly in Islamic boarding schools with international standards. Furthermore, the study aims to provide practical recommendations for SMA Thursina IIBS Malang to strengthen its marketing communication strategy and serve as a reference model for similar institutions across Indonesia.
The Relationship Between Leadership's Interpersonal Communication and Team Performance at Love Strings Event Organizer Surabaya TJENDRA, Johan Wijaya; WONO, Hilda Yunita
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 3 (2025): International Journal of Environmental, Sustainability, and Social Science (May
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i3.1374

Abstract

His study aims to analyze the impact of leadership's interpersonal communication on employee performance at Love Strings Event Organizer Surabaya. The research, conducted using a quantitative descriptive approach, involved 50 respondents from both full-time and freelance employees, with data collected through a Google Form questionnaire. The analysis revealed a positive and significant influence of leadership's interpersonal communication on employee performance. The simple linear regression analysis showed a regression coefficient of 0.873 with a significance level of 0.009, indicating that the better the communication between leadership and employees, the higher the performance achieved. The R² value of 0.860 indicates that 86% of the variation in employee performance can be attributed to the quality of leadership's interpersonal communication. In the dynamic and fast-paced event organizer industry, clear, open, and targeted communication proved to foster effective teamwork, enhance coordination, and increase individual and group responsibility. This study emphasizes the significance of effective communication in leadership development and team management, particularly in project-based settings.
SMAS Harapan Utama Batam's Integrated Marketing Communication: Strategy Preference Alyssa Saqina Nabila Parmadi; Hilda Yunita Wono
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 8 No. 01 (2025): Wasilatuna: Jurnal Komunikasi Penyiaran Islam
Publisher : Program Studi Komunikasi dan Penyiaran Islam Fakultas Dakwah Universitas Islam Internasional Darullughah Wadda'wah Bangil Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38073/wasilatuna.v8i01.2524

Abstract

The establishment of Senior High Schools (SMA) plays an important role in creating a quality education system and honing students' creativity. In addition, high schools also serve as a place for students to develop social skills, critical thinking, and prepare themselves to face challenges at the next level of education. The competition between public and private high schools drives the need for effective Integrated Marketing Communication (IMC) strategies to attract prospective students. With the increasing number of schools, each educational institution must be able to build strong appeal and reputation in the community. SMAS Harapan Utama Batam has implemented IMC such as advertising, digital marketing, sales promotion, and direct marketing. Advertising is used to increase public awareness of the school through various media, both print and digital. Digital marketing is increasingly being optimized in line with changing trends in information consumption, especially through social media platforms. Sales promotions such as registration fee discounts become an additional strategy to increase the interest of prospective students. Meanwhile, direct marketing allows for a more personal interaction between the school and prospective students. This study aims to evaluate the IMC used by the school with a descriptive quantitative method, using a Likert scale and surveys of 106 parents and guardians. The results show the highest preference for digital marketing through TikTok, followed by advertising, digital marketing through Instagram, sales promotion, and direct marketing. This shows that social media plays a significant role in the school's marketing strategy. These findings are expected to serve as input for SMAS Harapan Utama and similar schools to enhance marketing effectiveness and increase the number of students in the future.   Keywords: Country, Education, High School, Integrated Marketing Communication, Preference.
Strategi 7P Mix Marketing Project Landed House Anggajaya, Robby Juanphilibert; Wono , Hilda Yunita
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 8 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i8.4313

Abstract

Penerapan marketing mix dapat membantu perusahaan mengembangkan produk hingga melakukan penjualan dengan baik. Penulis akan memaparkan melalui penelitian kualitatif dengan case study untuk mengetahui peranan 7p mix marketing ; product, people, promotion, price, place, process, physical evidence terhadap proyek perumahan dari sejak tahun 2021 hingga tahun 2024. Mengetahui implementasi dari perencanaan srtategi marketing mix yang berdampak pada penjualan proyek perumahan ini. Penelitian ini juga menunjukkan bahwa kombinasi pendekatan internal (manajemen) dan eksternal (konsumen) mampu memberikan gambaran yang lebih komprehensif dalam mengevaluasi keberhasilan strategi pemasaran properti. Selain itu, riset ini memperkuat pentingnya adaptasi lokal terhadap implementasi 7P dalam konteks kota sekunder seperti Batam.
Media Sosial, Literasi Digital, Dan Inovasi Bisnis Trikotomi Baru Dalam Manajemen Strategi Yunita Wono, Hilda; Novaldo, Novldo; Fitriani, Fitriani
Proceedings of International Conference on Islamic Economic Finance and Social Finance (ISSN: XXXX-XXXX) (ESSN: XXXX-XXXX) Vol. 4 (2023): Proceedings of ICONIC SOF: Proceedings of International Conference on Islamic Economi
Publisher : Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62086/10.62086

Abstract

This research aims to explore the impact of digital literacy, utilization of social media, and business innovation on company growth strategies. The researcher employed a qualitative research methodology, involving the analysis of company reports, in-depth interviews with senior managers and executives, as well as content analysis. The research findings indicate that a high level of digital literacy within the organization plays a pivotal role in supporting the company's ability to adopt cutting-edge technology and formulate innovative strategies that are responsive to market changes. Furthermore, effective use of social media intensifies the relationship between the company and its customers, enhances brand awareness, and has a positive impact on strategic decision-making. On the other hand, business innovation driven by advances in digital technology provides a greater competitive advantage in facing the rapid dynamics of the market. In connection with this, the results of this study offer valuable guidance for business practitioners, emphasizing the significance of investing in digital literacy, developing shrewd social media strategies, and fostering a strong culture of innovation as key elements in company strategic management in the digital era.
Co-Authors AA Sudharmawan, AA Agung Prasetyo Alyssa Saqina Nabila Parmadi Andi Budi Sulistijanto Anggajaya, Robby Juanphilibert Ariani, Nafiah Asriani Alimuddin Azalea Abril Hermanto Bela Ayu Safitri Brennadiva, Allodia Astried Bunga Feby Nabilla Burhan Bungin Calysta, Keisya Charly Hongdiyanto Christina Whidya Utami Dheandra Mutiara Kayana Efendi, Usman Ellen Lawrencia Yahya Emre Omar Ergita Jeny Ardane Shwari Ergita Jeny Ardaneshwari Eric Harianto Felita Purnomo Felita Purnomo Fika Fatimah Fikri Alvhirino Fitrani Amin Fitriani Fitriani Frederikus Fios Gabriela Laras Dewi Swastika Gabriela Swastika Gunawan, Fayola Feivel Gunawan, Gabrielle Chleonadya Hadassah Elisha Karsten Hadjar Chanissa Nur Malika Hadjar Chanissa Nur Malika Hari Minantyo Henni Gusfa HERMAWAN, Jessica Nathalia I Dewa Gde Satrya Widyaduta Imanuel Deny Krisna Aji Indri Murniawaty, Indri Irmawati Oktavianingtyas Ismojo Herdono Jayawarsa, A.A. Ketut Jefferson Ronaldo Jessica Nathalia Hermawan Justin Niaga Siman Juntak Kaihatu, Thomas S Karina Enny Agustina Karsten, Hadassah Elisha KASHOGIE, Natanael Axelino Antari Kirana Ratu Sekar Kedaton Kuncoro Dewi Rahmawati Lexi Pranata Budidharmanto Louisa Christine Hartanto Lucky Cahyana Subadi M. Masad Masrur Masad Masrur MESSAKH, Ricky Oktaf Michael Ivan Reinald Michael Ivan Reinald Michelle Angela Michelle Baby Natalie Monika Teguh Muh. Rifqy Hasbullah Naomi Aryandini Subagio Nicodemus Koli Nirwan, Raslika Sharfina Novaldo, Novldo Nyoman Puspa Asri Oktavianingtyas, irmawati Pandy, Shakira Fayola Patricia Adeline Valerie Soema Putri, Nabila Zulfiniar R. Ayu Erni Jusnita Reynaldo Raffael Ria Agustania Kartikasari RIWONG, Kezia Angelique Ronald Samuel Bio Amos Mbaroputera Ronda, Mirza Rustono - Santoso, Theodore Jason Silvia Arviana Siska Armawati Sufa Stacey, Nicholle Stefani Natania Setiyo Sumantri Stepanus, Kelvin Sunarto Sunarto Suniati, Fransisca Supriaddin, Nofal Susan Jaya Witama Tanurahardja, Devina Angela Theodore Jason Santoso TJANDRA, Anthony TJENDRA, Johan Wijaya Udi Rusadi UTOMO, Kevin Viadi, Crista Vijayanti, Putu Rheina Wibawa, Yusuf Arjuna WIDJAYA, Christabella Angelina Witama, Susan Wongso Julian Justin Yavrina Syafarani Yavrina Syafarani Yudiana Indriastuti