Garuda - Garba Rujukan Digital

BENTUK REALISASI VILLAGE OVERVIEW DALAM KEGIATAN YANG BERTAJUK “FESTIVAL CISANDE FOOD WISE” DESA WISATA CISANDE Paramitha Amelia Putri; Shafira Angelita Setiya Putri; Rah Utami Nugrahani
Prosiding COSECANT : Community Service and Engagement Seminar Vol 2, No 2 (2022)
Publisher : Universitas telkom

Mahasiswa/i Fakultas Komunikasi dan Bisnis Telkom University melakukan kegiatan pengabdian kepada masyarakat melalui rangkaian beberapa kegiatan di Desa Cisande, Kota Sukabumi. Adapun rangkaian kegiatan yang diselenggarakan antara lain “Festival Cisande Food Wise”, workshop digital marketing, dan pembuatan video village overview. Ide mengenai Festival Cisande Food Wise diawali dengan adanya pengelolaan Food Waste yang berkaitan dengan salah satu cara dalam menyikapi sisa makanan yang kita santap. Kegiatan selanjutnya adalah workshop mengenai digital marketing untuk memperluas target market produk UMKM Abon Lele Raden ciri khas Desa Cisande. Kemudian rangkaian kegiatan ini juga dilengkapi dengan pembuatan video village overview yang bertujuan untuk memberikan tools yang dapat membantu meningkatakan awareness mengenai Desa Cisande beserta keunggulannya.Kata Kunci: Festival Cisande, Video Village Overview

KEGIATAN PENDAMPINGAN DAN PELATIHAN DIGITAL MARKETING PADA SMK TELKOM MEDAN 1 Rah Utami Nugrahani; Heppy Millanyani; Refi Rifaldi W.G.
Prosiding COSECANT : Community Service and Engagement Seminar Vol 2, No 2 (2022)
Publisher : Universitas telkom

Kegiatan Penerimaan Peserta Didik Barua tau bisa disingkat menjadi PPDB menghadapi tantangan tersendiri bagi SMK Telkom Medan 1, hal ini karena selama 2 tahun sejak awal tahun 2020 dihadapkan pada kondisi pembatasan mobilitas yang dikenal dengan nama PSBB atau PPKM. Aktifitas PPDB yang senantiasa dilakukan secara onsite atau tatap muka berubah 360 derajat menjadi dilakukan secara online. Perubahan bentuk kegiatan secara menyeluruh ini menjadi kendala besar bagi seluruh tim PPDB SMK Telkom Medan 1. Berbagai upaya digital marketing dilakukan namun dirasa belum dapat mencapai target secara maksimal. Berangkat dari masalah tersebut maka tim Dosen Faluktas Komunikasi dan Bismis dan Fakultas Ekonomi dan Bisnis Universitas Telkom menawarkan sinergi daam bentuk pemberian pelatihan serta pendampingan Digital Marketing yang bertujuan untuk sharing knowledge mengenai pendekatan yang bisa dilakukan untuk mendorong upaya Digital Marketing lebih maksimal dalam mencapai targetnya.Kata Kunci: digital marketing, PPDB

Penggunaan Platform Video Pendek Sebagai Strategi Komunikasi Pemasaran Digital untuk UMKM Miftahul Rozaq; Rah Utami Nugrahani
Jurnal Komunikasi Nusantara Vol 5 No 1 (2023)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v5i1.271

The short video platform via social media has become very popular in Indonesia and is one of the main tools for strategic communication for entrepreneurs. However, research regarding the use of short video platforms as a strategic communication tool for entrepreneurship is still limited and has not been discussed in depth. This study aims to identify and classify various uses of short video platforms as strategic communication tools for entrepreneurship. This research was conducted using a qualitative approach using a descriptive case study method with 12 entrepreneurs on the island of Java, Indonesia. In-depth interviews and observations were conducted to examine the use of short video platforms and communication strategies used by entrepreneurs. The results of the study show that the use of short video platforms by entrepreneurs includes; following viral content, using music features, educational content, and live streaming. While the communication strategies used include; entertainment and humor, sharing information and promotions, co-branding, and using people/influencer elements. Abstrak Platform video pendek buatan pengguna melalui media sosial menjadi sangat popular di Indonesia, dan menjadi salah satu alat utama untuk komunikasi strategis bagi wirausaha. Namun, penelitian terkait penggunaan platform video pendek sebagai alat komunikasi strategis untuk kewirausahaan masih terbatas dan belum dibahas secara mendalam. Penelitian ini bertujuan mengidentifikasi dan menklasifikasikan berbagai penggunaan platform video pendek sebagai alat komunikasi strategis untuk kewirausahaan. Penelitian ini dilakukan dengan pendekatan kualitatif menggunakan metode studi kasus deskriptif kepada 12 wirausaha di pulau Jawa, Indonesia. Wawancara mendalam dan observasi dilakukan untuk menkaji penggunaan platform video pendek dan strategi komunikasi yang digunakan wirausaha. Hasil penelitian menunjukkan, penggunaan platform video pendek oleh wirausaha antara lain; mengikuti konten viral, penggunaan fitur musik, konten edukasi, dan live streaming. Sedangkan strategi komunikasi yang digunakan antara lain; entertainment dan humor, membagikan informasi dan promosi, co-branding, dan penggunaan elemen orang/ influencer.

Penggunaan Platform Video Pendek Sebagai Strategi Komunikasi Pemasaran Digital untuk UMKM Miftahul Rozaq; Rah Utami Nugrahani
Jurnal Komunikasi Nusantara Vol 5 No 1 (2023)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v5i1.271

The short video platform via social media has become very popular in Indonesia and is one of the main tools for strategic communication for entrepreneurs. However, research regarding the use of short video platforms as a strategic communication tool for entrepreneurship is still limited and has not been discussed in depth. This study aims to identify and classify various uses of short video platforms as strategic communication tools for entrepreneurship. This research was conducted using a qualitative approach using a descriptive case study method with 12 entrepreneurs on the island of Java, Indonesia. In-depth interviews and observations were conducted to examine the use of short video platforms and communication strategies used by entrepreneurs. The results of the study show that the use of short video platforms by entrepreneurs includes; following viral content, using music features, educational content, and live streaming. While the communication strategies used include; entertainment and humor, sharing information and promotions, co-branding, and using people/influencer elements. Abstrak Platform video pendek buatan pengguna melalui media sosial menjadi sangat popular di Indonesia, dan menjadi salah satu alat utama untuk komunikasi strategis bagi wirausaha. Namun, penelitian terkait penggunaan platform video pendek sebagai alat komunikasi strategis untuk kewirausahaan masih terbatas dan belum dibahas secara mendalam. Penelitian ini bertujuan mengidentifikasi dan menklasifikasikan berbagai penggunaan platform video pendek sebagai alat komunikasi strategis untuk kewirausahaan. Penelitian ini dilakukan dengan pendekatan kualitatif menggunakan metode studi kasus deskriptif kepada 12 wirausaha di pulau Jawa, Indonesia. Wawancara mendalam dan observasi dilakukan untuk menkaji penggunaan platform video pendek dan strategi komunikasi yang digunakan wirausaha. Hasil penelitian menunjukkan, penggunaan platform video pendek oleh wirausaha antara lain; mengikuti konten viral, penggunaan fitur musik, konten edukasi, dan live streaming. Sedangkan strategi komunikasi yang digunakan antara lain; entertainment dan humor, membagikan informasi dan promosi, co-branding, dan penggunaan elemen orang/ influencer.

Analysis of 'Beauty Bestie' Perceptions Built in Emina Beauty Bestie Day Campaign Nyoman Indy Tavipiana Wirata; Rah Utami Nugrahani
LONTAR: Jurnal Ilmu Komunikasi Vol. 11 No. 2 (2023): Lontar : Jurnal Ilmu Komunikasi
Publisher : Program Studi Ilmu Komunikasi Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/lontar.v11i2.7772

Beauty has become a hot topic in public discussions, especially adolescent girls with various definitions of 'beautiful' that exist. However, the influence of technology has created specific beauty standards. In the transition process, adolescents begin to realize the importance of physical appearance to affect their self-confidence. This study analyzes the perception of 'Beauty Bestie' built in the Emina Beauty Bestie Day campaign by Emina Cosmetics as a support system for teenagers to overcome their skin problems, so that the object in this study is the perception of 'Beauty Bestie' and the subjects are campaign audiences as key informants and psychology experts as expert informants. This study used interpretive qualitative research methods with a phenomenological approach and research data obtained through in-depth interviews, observation, and documentation. Social cognitive theory was used as a foundation for reviewing this research and Van Kaam's phenomenological data analysis techniques were used to analyze data findings with data analysis units oriented to the stage of perception formation by Julia T. Wood and DeVito. The results showed that the perception of 'Beauty Bestie' built in the Emina Beauty Bestie Day campaign has been formed in the campaign audience to the stage of recall. This research is only limited to the formation of the perception of 'Beauty Bestie' in the Emina Beauty Bestie Day campaign, so that future research can further analyze the perception of 'Beauty Bestie' in the campaign audience in terms of brand positioning, brand image, or sales. Keywords: Beauty Standards; Formation of perception; Beauty Bestie; Campaign

Identitas Komunikasi Penggemar K-Pop di Media Sosial X Alsa Aisiyah Sutardi; Yoka Pradana; Rah Utami Nugrahani
Jurnal Komunikasi Global Vol 13, No 2 (2024)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jkg.v13i2.39091

Penggemar K-pop merupakan komunitas yang aktif berinteraksi di media sosial, khususnya media sosial X. Mereka cenderung menggunakan identitas yang menggabungkan identitas asli dengan identitas sebagai penggemar K-pop (pseudonymity). Penelitian ini bertujuan menganalisis proses pembentukan identitas pseudonymity penggemar K-pop di media sosial X dengan menggunakan teori identitas komunikasi. Metode yang digunakan adalah kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara semi-terstruktur terhadap tujuh informan yang dipilih secara purposive sampling, dengan kriteria penggemar K-pop, menggunakan akun pseudonymity, dan aktif di media sosial X. Studi dokumentasi terhadap aktivitas komunikasi di media sosial X juga dilakukan. Hasil penelitian menunjukkan bahwa identitas komunikasi penggemar K-pop dibentuk melalui empat lapisan yang saling berinteraksi. Pada lapisan personal, mereka melabeli diri sebagai penggemar normal atau halu yang berimajinasi memiliki hubungan sosial dengan idolanya. Di lapisan peningkatan, identitas terlihat dari nama akun, foto profil, dan aktivitas terkait idola. Pada lapisan relasi sosial, identitas dipengaruhi oleh lingkungan terdekat, seperti keluarga dan teman. Di lapisan komunal, penggemar menghadapi stigma negatif sebagai penggemar fanatik, meskipun sebagian tetap dianggap sebagai penggemar normal.K-pop fans are a community actively interacting on social media, particularly on platform X.They tend to use identities that combine their real identity with their identity as K-pop fans(pseudonymity). This study aims to analyze the process of forming pseudonymous identitiesamong K-pop fans on social media X using communication identity theory. The research employsa qualitative method with a case study design. Data were collected through semi-structuredinterviews with seven informants selected via purposive sampling, based on criteria includingbeing K-pop fans, using pseudonymous accounts, and actively engaging on social media X.Documentation of communication activities on social media X was also conducted. The findings reveal that K-pop fans' communication identity is constructed through four interrelated layers.In the personal layer, they label themselves as either "normal" fans or "halu" fans who fantasizeabout having social relationships with their idols. In the enacted layer, their identity is expressed through account names, profile pictures, and activities related to their idols. In the relational layer, their identity is shaped by close social circles such as family and friends. Finally, in the communal layer, fans face negative stigma as being fanatical, although some are still regarded as normal fans

Pengaruh Store Atmosphere, Service Quality dan Promosi Terhadap Revisit Intention Konsumen pada Cafe Titik Terang Payakumbuh Rahmiatul Ismi; Rah Utami Nugrahani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i1.5053

Based on records from the Payakumbuh City Investment and One-Stop Integrated Service Office (DPMPTSP), the number of cafes in Payakumbuh City increased by 62.5% from 2020 to 2023, indicating a growing trend in the café business. However, Titik Terang Café, with its natural ambience concept, has faced a decline in repeat visit intentions in the past year. This study aims to determine the influence of store atmosphere, service quality, and promotion on customer revisit intentions at Kafe Titik Terang. This study used a sample of 385 respondents and collected data through a questionnaire method. Based on the results of research using descriptive analysis with the help of SPSS 21, it shows that store atmosphere, and promotion have a positive and significant effect partially on revisit intention. While service quality has no partial effect on revisit intention. This study suggests that Titik Terang maintain a cozy cafe atmosphere with attention to appropriate background music. Although service quality and promotion are very good, companies need to strengthen customer loyalty and increase revisit intention through periodic surveys and relevant promotional content.

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