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All Journal Jurnal Komunikasi Channel : Jurnal Komunikasi Jurnal Sosioteknologi ETTISAL Journal of Communication Lontar : Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi dan Bisnis PROSIDING: SENI, TEKNOLOGI, DAN MASYARAKAT Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Acta Diurna: Jurnal Ilmu Komunikasi Jurnal Komunikasi Global Community Service Seminar and Community Engagement (COSECANT) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Nugrahani, Rah Utami
Universitas Telkom
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Product Placement Kopiko dalam Drama Korea Vincenzo terhadap Respon Khalayak Ashaffa Rizky Meidianti; Rah Utami Nugrahani
Jurnal Komunikasi dan Bisnis Vol 7, No 2 (2022): Jurnal Ilmu Komunikasi dan Bisnis
Publisher : STARKI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/jikb.v7i2.726

Abstract

Advertising is the most used marketing communication mix by marketers. However, there are behavioral changes where consumers object to being forced to watch advertisements, resulting in zapping and zipping behavior. The use of advertisements inserted in a program, or product placement, still considered a non-priority for marketers. Despite that, one product that uses product placement is Kopiko. Kopiko is an Indonesian product that uses product placement in Korean drama Vincenzo. This research aims to find out how much Kopiko's product placement in Korean drama Vincenzo impacted audience response. This research uses quantitative methods. The sample were chosen using non-probability sampling method purposive sampling type, with the number of respondents 410 people. Data analysis technique used is descriptive analysis and simple linear regression analysis. According to the results of hypothesis testing, Kopiko's product placement in Korean drama Vincenzo has a significant impact towards audience response, as shown by tcount > ttable (8,337 > 1,965). Based on coefficient determination, Kopiko's product placement in Korean drama Vincenzo has 14,6% impact towards audience response, while 85,4% influenced by other factors not examined in this study. So, it can be concluded that Kopiko's product placement in Korean drama Vincenzo has 14,6% impact towards audience response. Abstrak Iklan merupakan bauran komunikasi pemasaran yang paling banyak digunakan oleh pemasar. Namun, terdapat perubahan perilaku dimana konsumen tidak suka dipaksa melihat iklan hingga timbul perilaku zapping dan zipping. Penggunaan iklan yang disipkan dalam suatu acara atau product placement masih belum menjadi prioritas pemasar. Salah satu produk yang menggunakan product placement yakni Kopiko. Kopiko merupakan produk Indonesia yang menggunakan product placement dalam drama Korea Vincenzo. Tujuan dilakukannya penelitian ini adalah untuk mengetahui seberapa besar pengaruh product placement Kopiko dalam drama Korea Vincenzo terhadap respon khalayak. Penelitian ini menggunakan metode kuantitatif. Pengambilan sampel dilakukan dengan metode non-probability sampling jenis purpossive sampling, dengan jumlah responden sebanyak 410 orang. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier sederhana. Berdasarkan hasil uji hipotesis, product placement Kopiko dalam drama Korea Vincenzo berpengaruh secara signifikan terhadap respon khalayak dibuktikan dengan thitung > ttabel (8,337 > 1,965). Berdasarkan koefisien determinasi, product placement Kopiko dalam drama Korea Vincenzo memiliki pengaruh sebesar 14,6% terhadap respon khalayak sedangkan 85,4% sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Sehingga dapat disimpulkan bahwa product placement Kopiko dalam drama Korea Vincenzo memiliki pengaruh sebesar 14,6% terhadap respon khalayak.
Strategi Tata Kelola Komunikasi Krisis Humas Pemerintahan Kabupaten Kuningan Jawa Barat dalam Menghadapi Krisis Fitri Permata Sari; Rah Utami Nugrahani
CHANNEL: Jurnal Komunikasi Vol 7, No 2 (2019)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v7i2.8504

Abstract

Crisis is something that can suddenly unnoticed. A Public Relations is required to be able to control that impact. Every Public Relations should make a plan in handling crisis, the planning referred as Crisis Management. Kuningan District Government has a planning strategy in handling the crisis. The problem of e-ID card is an external crisis that occurred in Kuningan. This research uses descriptive qualitative research method in order to give description about Crisis Communication Management conducted by Public Relations of Regional Government of Kuningan Regency in handling e-KTP crisis that happened in Kuningan. There are three stages in handling the crisis that is with pre-crisis planning, during crisis and post crisis. The result of this research is communications crisis management activities conducted by the Regional Government of Kuningan Regency has gone through three stages. The first stage is pre crisis, the existence of planning on what to do if the crisis occurs. Local Government of Kuningan Regency in handling e-KTP crisis, they are quick response in handling crisis and also transparent to society. The last thing done after the crisis is by providing guidance and input to the Ahmadiyah community and related Islamic organizations.
PERENCANAAN KOMUNIKASI MATAHARI KECIL SEBAGAI ORGANISASI NON-PROFIT DALAM MENDAPATKAN DONASI Rizkia Dinanti; Rah Utami Nugrahani
Jurnal Komunikasi Vol 13, No 2 (2019): September
Publisher : Jurusan Ilmu Komunikasi UTM

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (478.101 KB) | DOI: 10.21107/ilkom.v13i2.5470

Abstract

ABSTRACTCommunication planning is one of the most important aspects of achieving goalswithin acompany. In a non-profit organization,donationsare urgently needed for the organization’s sustenance. Mataharikecil, with a “Spreading goodness” tagline is a non-profit organization meant to spread good to street children with a social background of preaffluent families in order to further education. This research title’s is Marketing Communication Strategy as a non-profit organization for donations. This research was find out how Mataharikecil plan can make a such donations that help children who can’t continue their schooling further. It used a qualitative method with a descriptive approach and used a constructive paradigm. Data collecting techniques used under observation, interviews, and documentation. This interview is conducted with three internal individuals focused in the small solar donation to explain the communication planning. The result of this research is what kindofstrategyMataharikecilusestogetdonations
Pengaruh Negatif E-Worm Terhadap Kepercayaan Merek Telkomsel Flash Hanindyta Khansa Kumaralalita; Rah Utami Nugrahani
ETTISAL : Journal of Communication Vol 2, No 2 (2017): ETTISAL Journal of Communication
Publisher : Universitas Darussalam Gontor collaboration with ISKI (Ikatan Sarjana Ilmu Komunikasi Indo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ettisal.v2i2.1505

Abstract

Negatif e-Wom secara signifikan mempengaruhi kepercayaan emosional. Secara khusus, jika konsumen potensial terkena forum onlinedengan semua ulasan konsumen negatif, kepercayaan emosional mereka terhadap perusahaan tersebut dan keinginan mereka untuk membeli produk itu  akan  jauh  lebih  rendah.  Sehingga  penelitian  ini  ingin  mengetahui  pengaruh  negatif e-wom pada  media  sosial  terhadap  kepercayaan  merek  (pada  studi  kasus  ruang  diskusi onlinekaskus indonesia).  Penelitian  ini  menggunakan  pendekatan  kuantitatif.  Sampel  diambil  sebanyak  200 responden dengan teknik non-probability sampling. Hasil penelitian menunjukkan bahwa negatif e-Wom memberikan  pengaruh  negatif  terhadap  kepercayaan  merek  (semakin  tinggi  atau  kuat negatif e-Wom, maka semakin menurun kepercayaan merek). Dimana negatif e-Wommemberikan pengaruh sebesar 41,1% terhadap kepercayaan merek bagi pelanggan Telkomsel Flashdi ruang diskusi onlinekaskus, sedangkan sisanya sebesar 58,9% oleh variabel lainnya yang tidak diteliti. Implikasi  manajerial,  disarankan  pihak  Telkomsel Flash harus  terus  memperhatikan  perihal yang dapat mendorong negatif e-Wom. Mengingat hasil dari penelitian ini menyebutkan bahwa negatif e-Womdapat mempengaruhi suatu kepercayaan pelanggan. Konsumen dapat berkurang kepercayaannya jika mereka mendapatkan negatif e-Womtentang produk mereka. Maka dari itu Telkomsel Flashharus lebih memperhatikan lagi adanya negatif e-Womterkait produk Telkomsel Flash.AbstractNegatif e-Wom significantly affect emotional belief. In particular, if a potential slide exposed online forums with a negative slide reviews, trust their emotional on these companies and their desire to buy products that would be much lower. So this research would like to know how the negative e-Wom on  social media on the trust brand (case study discussion online kaskus Indonesia). This research uses a quantitative approach. Samples taken as many as 200 respondents with non-probability sampling techniques. The results showed that the negative e-Wom give negative influences on trust brand (the higher the strong negative e-Wom, then declining trust brand). The only negative is the e-Wom influence of 41.1% on trust brand for customers Telkomsel Flash in the online discussion spaces kaskus, while the rest of 58.9% by other variables which are not examined. Managerial implications, advised Parties Telkomsel Flash should continue to pay attention to a matter that can push the negative e-Wom. Given the results of this research mentioned that negative e-Wom can affect a customer's trust. Skating can diminish his confidence if they get negative e-Wom about their products. Thus, Telkomsel Flash should pay more attention to the existence of more e-Wom Telkomsel Flash related products. 
ANALISIS SIKAP MULTIATRIBUT FISHBEIN MENGENAI ATRIBUT OBAT HERBAL MEREK TOLAK ANGIN SIDO MUNCUL DI KOTA BANDUNG Windriani Puspita; Rah Utami Nugrahani
Jurnal Sosioteknologi Vol. 13 No. 1 (2014)
Publisher : Fakultas Seni Rupa dan Desain ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/sostek.itbj.2014.13.1.2

Abstract

Metode pengobatan herbal saat ini diyakini sebagai metode pola hidup sehat. Meningkatnya kecenderungan ini karena masyarakat berkeyakinan mengonsumsi obat alami relatif lebih aman di bandingkan dengan obat sintetik. Hal ini yang menjadi latar belakang dilakukan penelitian mengenai sikap konsumen mengenai produk obat herbal merek Tolak Angin Sido Muncul di kota Bandung. Metode analisis data yang digunakan dalam penelitian ini adalah model multi atribut fishbein yaitu attitude toward to object model dan theory of reasoned action. Atribut yang digunakan dalam penelitian ini adalah kualitas produk, fitur produk, desain produk, merek, kemasan, promosi penjualan, layanan pelengkap dan harga. Variable norma subjektif yang digunakan adalah keluarga, teman, media, penjual, dan orang lain. Berdasarkan hasil penelitian dan analisis yang telah dilakukan disimpulkan bahwa: (i) atribut yang dipertimbangkan oleh konsumen memiliki nilai rata-rata 1.06. Atribut yang dianggap paling penting oleh responden adalah atribut kualitas dari sisi keampuhan khasiat obat (performance) dengan nilai 1.75, sedangkan nilai evaluasi terendah adalah atribut layanan pelengkap dari sisi konsultasi gratis (consult) dengan nilai 0.1. (ii) Total nilai sikap konsumen (Ao) sebesar 19.35. Sikap yang dianggap paling baik oleh konsumen adalah sikap mengenai atribut harga dari sisi harga murah (pricing) dengan nilai 2.71, sedangkan nilai sikap terendah adalah sikap mengenai atribut layanan pendukung dari sisi konsultasi gratis (consult) dengan nilai 0. (iii) Total nilai norma subjektif (SN) sebesar 5.46. Norma subjektif yang dianggap paling dominan dalam memengaruhi keputusan konsumen adalah media dengan nilai 2.36, sedangkan norma subjektif paling rendah adalah orang lain dengan nilai 0.28. Kata kunci: atribut produk, sikap multi atribut fishbein, norma subjektif Herbal treatment methods have currently been accepted as a method of healthy lifestyle. The increase of this tendency may result from the belief that it is safer to consume natural medicine than synthetic drugs. This is the background to do research on consumers' attitude about the brand of herbal medicinal products Tolak Angin Sido Muncul in Bandung. The method of data analysis used in this study is a model of Fishbein's multi-attribute toward the object model and the theory of reasoned action. The attributes used in this study are product quality, product features, product design, branding, packaging, sales promotion, complementary services and prices. The subjective norm variables used were family, friends, the media, vendors, and others. The results of the research and analysis are as follows: (i) the attributes considered by consumers have an average value of 1:06. The attributes considered most important by respondents were the quality attribute in terms of the efficacy of the drug performance with a value of 1.75, while the lowest is the complementary service attribute in terms of free consultation with a value of 0.1. (ii) The total value of the consumer's attitude (Ao) was of 19.35. The attitude considered the best by consumers was pricing, the lowest price, with a value of 2.71, while the lowest value of the attitude was that of supporting services in terms of free consultation, with a value of 0. (iii) The total value of the subjective norm (SN)was 5.46. The subjective norm considered most dominant in influencing consumers' decision is the media with a value of 2.36, while the lowest subjective norm is other people with a value of 0.28. Keywords : product attributes, Fishbein multi-attribute attitude, subjective norm
FAKTOR BUZZ MARKETING PADA NASI GORENG MAFIA MELALUI MEDIA SOSIAL TWITTER Aswin Darmawan; Alila Pramiyanti; Rah Utami Nugrahani
Jurnal Sosioteknologi Vol. 14 No. 1 (2015)
Publisher : Fakultas Seni Rupa dan Desain ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/sostek.itbj.2015.14.1.8

Abstract

Saat ini kegiatan promosi melalui buzz marketing mulai berkembang dengan semakin meningkatnya pengguna internet khususnya social media di Indonesia. Buzz marketing merupakan teknik pemasaran dengan menyampaikan informasi kepada orang lain dan orang tersebut meneruskan kepada orang lain secara berantai. Buzz marketing merupakan suatu teknik pemasaran yang menjembatani terjadinya word of mouth marketing. Penelitian ini menggunakan metode yang berfokus pada pendekatan kualitatif yang dipaparkan dengan desain deskriptif. Penelitian ini dimaksudkan untuk menjelaskan buzz marketing Nasi Goreng Mafia melalui twitter. Data yang digunakan dalam penelitian ini berasal dari hasil wawancara langsung. Pembahasan penelitian difokuskan pada masalah yang sudah dirumuskan dan diidentifikasi melalui lima indikator penelitian dalam menciptakan dan mendorong terjadinya buzz marketing antara lain media, diferensiasi, penyebaran informasi, hasil, dan maintenance. Setelah dianalisis , didapat hasil bahwa Nasi Goreng Mafia menggunakan twitter sebagai media promosi meliputi kegiatan tweet dan re-tweet. Diferensiasi produk Nasi Goreng Mafia adalah menggunakan bumbu rempah dan mempunyai level pedas. Account @NasGorMafia tidak mempunyai waktu khusus untuk menyebarkan informasi melalui twitter. Hasil penggunaan buzz marketing cukup sesuai dengan target. Kegiatan maintenance buzz @NasGorMafia adalah menunjuk agency untuk mengelola kegiatan buzzering.Kata kunci: buzz marketing, media, diferensiasi, penyebaran informasi, nasi goreng mafiaToday promotional activities through Buzz Marketing has been developing along the increase of internet users, especially social media, in Indonesia. Buzz Marketing is a marketing technique to convey information to public who will subsequently share it to others, a way that enables the word of mouth marketing. This study used the main methodology that focused on qualitative approach presented in a descriptive method. The purpose of this study is to describe Nasi Goreng Mafia through Buzz Marketing via Twitter. The data in this study were obtained from interviews. The discussion of this study focuses on the issues formulated and identified through 5 research indicators in order to create Buzz Marketing, which are media, differentiation, information dissemination, result and maintenance. Based on the analysis, it was found that Nasi Goreng Mafia uses twitter as a promotional media, including "tweet" and "re-tweet" activities. The differentiation of Nasi Goreng Mafia's products is based on its spices and levels of spiciness. Although the @NasGorMafia account does not have any specific time to tweet the information on twitter, the result showed that buzz marketing has been effective for reaching its target. The buzz maintenance activity of @NasGorMafia is to appoint agents to manage the buzzering activity.Keywords: buzz marketing, media, differentiation, information dissemination, nasi goreng mafia, maintenance.
ANALISIS PENGELOLAAN KONTEN DIGITAL MARKETING MEDIA SOSIAL INSTITUT FRANÇAIS INDONESIA BANDUNG Farahma Ayu Almaida; Rah Utami Nugrahani
Jurnal Ilmu Komunikasi Acta Diurna Vol 15 No 1 (2019)
Publisher : Jurusan Ilmu Komunkasi FISIP Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (333.981 KB) | DOI: 10.20884/1.actadiurna.2019.15.1.1578

Abstract

Institut Français Indonesia Bandung merupakan pusat kebudayaan dan lembaga pendidikan bahasa Prancis di bawah Kedutaan Besar Perancis. Media sosial Instagram sebagai pemasaran digital yang digunakan untuk memberikan informasi tentang kursus bahasa Prancis dan berbagai informasi tentang acara budaya yang akan diadakan. Melalui Instagram, Institut Français Indonesia Bandung memiliki jumlah pengikut dan posting tertinggi dibandingkan dengan lembaga bahasa asing lainnya di Bandung. Tujuan dari penelitian ini adalah untuk mengetahui strategi pemasaran digital di media sosial Instagram Institut Français Indonesia Bandung berdasarkan empat pilar strategi media sosial Lon Safko dan David K. Brake: komunikasi, kolaborasi, pendidikan, dan hiburan. Metode penelitian yang digunakan adalah pendekatan kualitatif. Data dikumpulkan melalui observasi pada instagram media sosial Institut Français Indonesia Bandung dan wawancara mendalam dengan informan kunci dan informan pendukung untuk mendapatkan data tentang penggunaan strategi media sosial. Hasil dari penelitian ini menjelaskan penggunaan strategi pemasaran digital untuk konten media sosial yang sesuai dan berguna untuk kelangsungan lembaga dalam menyebarkan pesan dan informasi.
Devi Lianovanda Prabandani ANALISIS SPECIAL EVENT ANGKLUNG PRIDE #9 OLEH SAUNG ANGKLUNG UDJO Devi Lianovanda Prabandani; Rah Utami Nugrahani
PROSIDING: SENI, TEKNOLOGI, DAN MASYARAKAT Vol 2 (2019): Seni, Teknologi, dan Masyarakat #4
Publisher : LP2MP3M, INSTITUT SENI INDONESIA SURAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/semhas.v2i0.99

Abstract

Angklung Pride is an annual event held by Saung Angklung Udjo to commemorate the ratification angklung asintangible cultural heritage of humanity from Indonesia. This event is done to preserve four pillar of UNESCOwhich was given by them. This four pillar were reserved, promoted, protected, and perpetuated. The objectiveof this research is to obtain deep understanding of the event management process of Angklung Pride #9 bySaung Angklung Udjo using Joe Goldblatt’s Special Event Theory in five stages. Those stages are research,design, planning, coordination, and evaluation. The data was acquired by deep interviews, observations, anddocumentations process. The conclusion of this research divided the event management process in fivestages, which are summarized into three part. Those part are planning, execution, and evaluation. Planningprocess included concept, idea, and theme decision process, organization structure making and job descriptiondistribution, risk management planning, and place and time determining. Execution process aim forconcept, place, event contents, entertainment, and promotion activity implementation. The last is evaluationprocess which included things that can be used for the next Angklung Pride event improvement.
Rah Utami Nugrahani STRATEGI PENGGUNAAN MEDIA SOSIAL SAUNG ANGKLUNG UDJO DALAM MENGKOMUNIKASIKAN ESTETIKA BAMBU Rah Utami Nugrahani; Sylvie Nurfebiaraning
PROSIDING: SENI, TEKNOLOGI, DAN MASYARAKAT Vol 2 (2019): Seni, Teknologi, dan Masyarakat #4
Publisher : LP2MP3M, INSTITUT SENI INDONESIA SURAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/semhas.v2i0.109

Abstract

Saung Angklung Udjo (SAU) is a performance venue that was founded in 1966 by UdjoNgalagena and hasstood until now for one of them aimed at communicating bamboo music, in this case focusing a lot onangklung, as Indonesia’s cultural wealth, especially West Java. To further develop themselves, SAU alsobegan to move in the online field, which in this case was specifically done through social media, especiallyYoutube and Instagram. To find out more about SAU’s social media strategy in communicating SAU’s aesthetics,observations, interviews and literature studies were conducted. After taking the data which is then processedby qualitative methods, the following results and discussion are obtained: SAU conducts all publicationsand documentation related to on-site performances to be uploaded via Instagram and Youtube, SAUcollaborates to increase the popularity of bamboo music, with one of them picking up composer Eka Gustiwanais able to produce fresh works that are accessible to the public, SAU re-arranged to make bamboo musicfamiliar, especially among Western music listeners, and this strategy is also generally a form of angklungpreservation in its position as Intangible Cultural Heritage of Humanity by UNESCO version which was passedin 2010.
ANALISIS PENGELOLAAN KONTEN DIGITAL MARKETING MEDIA SOSIAL INSTITUT FRANÇAIS INDONESIA BANDUNG Farahma Ayu Almaida; Rah Utami Nugrahani
Jurnal Ilmu Komunikasi Acta Diurna Vol 15 No 1 (2019)
Publisher : Jurusan Ilmu Komunkasi FISIP Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (333.981 KB) | DOI: 10.20884/1.actadiurna.2019.15.1.1578

Abstract

Institut Français Indonesia Bandung merupakan pusat kebudayaan dan lembaga pendidikan bahasa Prancis di bawah Kedutaan Besar Perancis. Media sosial Instagram sebagai pemasaran digital yang digunakan untuk memberikan informasi tentang kursus bahasa Prancis dan berbagai informasi tentang acara budaya yang akan diadakan. Melalui Instagram, Institut Français Indonesia Bandung memiliki jumlah pengikut dan posting tertinggi dibandingkan dengan lembaga bahasa asing lainnya di Bandung. Tujuan dari penelitian ini adalah untuk mengetahui strategi pemasaran digital di media sosial Instagram Institut Français Indonesia Bandung berdasarkan empat pilar strategi media sosial Lon Safko dan David K. Brake: komunikasi, kolaborasi, pendidikan, dan hiburan. Metode penelitian yang digunakan adalah pendekatan kualitatif. Data dikumpulkan melalui observasi pada instagram media sosial Institut Français Indonesia Bandung dan wawancara mendalam dengan informan kunci dan informan pendukung untuk mendapatkan data tentang penggunaan strategi media sosial. Hasil dari penelitian ini menjelaskan penggunaan strategi pemasaran digital untuk konten media sosial yang sesuai dan berguna untuk kelangsungan lembaga dalam menyebarkan pesan dan informasi.
Co-Authors Alila Pramiyanti Alsa Aisiyah Sutardi Ashaffa Rizky Meidianti Aswin Darmawan Devi Lianovanda Prabandani Farahma Ayu Almaida Fitri Permata Sari Hanindyta Khansa Kumaralalita Heppy Millanyani Nyoman Indy Tavipiana Wirata Paramitha Amelia Putri Rahmiatul Ismi Refi Rifaldi Windya Giri Rizkia Dinanti Rozaq, Miftahul Shafira Angelita Setiya Putri Syamsul Arifin Sylvie Nurfebiaraning Windriani Puspita Yoka Pradana