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All Journal JKMS : Jurnal Ilmu Komunikasi Journal Analytica Islamica IKRA-ITH EKONOMIKA
Dwianita, Dwianita
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Religion Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Komunikasi Pemasaran dalam Membangun Kepuasan Konsumen di Rumah Makan Ayam Jingkrak Makmur Rasa Medan Dwianita, Dwianita; Erfendy, Ulfa
IKRAITH-EKONOMIKA Vol. 8 No. 1 (2025): IKRAITH-EKONOMIKA Vol 8 No 1 Maret 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Persaingan di sektor kuliner yang semakin sengit mengharuskan pelaku bisnis untuk menerapkan strategi komunikasi pemasaran yang dapat meningkatkan kepuasan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh strategi komunikasi pemasaran di Rumah Makan Ayam Jingkrak Makmur Rasa di Medan terhadap kepuasan pelanggan. Metode yang digunakan pada penelitian ini adalah pendekatan kualitatif deskriptif melalui wawancara mendalam dengan konsumen untuk memahami pandangan mereka mengenai kualitas produk, harga, dan pelayanan. Temuan pada penelitian ini menunjukkan bahwa rasa yang konsisten, harga yang disesuaikan untuk kalangan mahasiswa, dan pelayanan yang ramah menjadi faktor utama kepuasan pelanggan. Bila dipadukan dalam kerangka komunikasi pemasaran terpadu, ketiga faktor tersebut terbukti mampu meningkatkan loyalitas pelanggan meskipun perlu adanya perbaikan pada sistem pelayanan dan kenyamanan area makan. Penelitian ini menekankan pentingnya evaluasi berkelanjutan terhadap elemen komunikasi pemasaran untuk mempertahankan kepuasan yang bersifat dinamis.
Systematic Literature Review: Communication Transformation in The Digital Immigrant Generation in The Use of Social Media and Changes in Social Interaction Patterns Sembiring, Putri Sosanti; Dwianita, Dwianita; Maharani, Blangi Intan
Journal Analytica Islamica Vol 14, No 1 (2025): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i1.24232

Abstract

The transformation of digital technology has brought significant changes in the way humans communicate. The digital immigrant generation, individuals who were born before the digital era but adapted to technology, experience challenges and changes in their daily communication patterns. This article is a literature review that examines how communication transformation in the digital immigrant generation in the use of social media and its impact on social interaction patterns. Digital immigrants face challenges in digital literacy and information security, but social media allows them to stay connected with their families and form new communities. By reviewing previous studies, this article describes the adaptation process of digital immigrants to social media, the barriers they face, and how social media opens up spaces of social inclusion for digital immigrants, allowing them to form new communities, communicate across generations, and reduce loneliness.
Gender Perspective and Women's Challenges in Public Relations Maharani, Blangi Intan; Sembiring, Putri Sosanti; Dwianita, Dwianita
Journal Analytica Islamica Vol 14, No 1 (2025): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i1.24234

Abstract

As time progresses, women play an increasingly important role in improving the quality of both public and domestic sectors. Generally, gender issues that become the main topic of discussion revolve around the status and position of women in society, which are still often viewed as subordinate or marginal. The significant rise in the number of female practitioners in the public relations (PR) industry has led to the perception that women have experienced gender discrimination in Indonesia. This journal aims to analyze and examine gender perspectives on women in the field of public relations, the impact of the feminization of the PR profession, as well as the challenges faced by women in carrying out their roles as public relations practitioners. The results of this literature study indicate that male practitioners are more likely to hold managerial positions than female practitioners. Although the number of female practitioners has exceeded that of males, their status and roles in PR practice remain subordinate to men. Furthermore, there are relevant glass ceiling barriers, including an unequal distribution of tasks, which prevent women from fully demonstrating their potential in the workplace.
THE EFFECTIVENESS OF MARKETING COMMUNICATION IN DIGITAL BUSINESS: A CASE STUDY OF MARKETING ON TIKTOK LIVE Mawaddah, Mawaddah; Wulandari, Poppy; Panjaitan, Andreas; Dwianita, Dwianita
Jurnal Ilmu Komunikasi Vol 14 No 1 (2025): Jurnal Ilmu Komunikasi (JKMS)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35967/jkms.v14i1.7651

Abstract

This research examines the effectiveness of marketing communication through TikTok Live, focusing on its impact on consumer engagement and purchase decisions. As digital business in Indonesia rapidly grows, TikTok has evolved from an entertainment platform to a dynamic marketing tool, integrating e-commerce and live commerce features. By allowing real-time interactions between brands and consumers, TikTok Live enhances trust, fosters deeper engagement, and encourages impulsive purchases. The study finds that the interactive nature of TikTok Live, including live demonstrations and direct consumer inquiries, significantly influences purchasing behavior. Additionally, the integration of entertainment elements further strengthens consumer interest and increases conversion rates. The research adopts a qualitative approach, using a case study design with participatory observation and content analysis of several TikTok Live sessions to identify key factors influencing consumer decisions. The findings highlight the potential of TikTok Live as a powerful platform for both large and small businesses to enhance marketing effectiveness and reach a broader audience, especially younger consumers. In conclusion, businesses looking to optimize their digital marketing strategies should leverage TikTok Live’s real-time, interactive features to create more personalized, engaging consumer experiences.
Co-Authors Andreas Panjaitan, Andreas Erfendy, Ulfa Maharani, Blangi Intan Maharani, Blangi Intan Mawaddah Mawaddah, Mawaddah Sembiring, Putri Sosanti Sembiring, Putri Sosanti Wulandari, Poppy