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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/hhpvgv38

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.

Membangun Reputasi Organisasi Melalui Service Excellence dan Complaint Handling Rah Utami Nugrahani; Syahputra; Astadi Pangarso
The Proceeding of Community Service and Engagement (COSECANT) Seminar Vol. 5 No. 2 (2025): Prosiding COSECANT : Community Service and Engagement Seminar
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/cosecant.v5i2.10354

Pelayanan kesehatan yang berkualitas tidak hanya ditentukan oleh kecanggihan fasilitas medis, tetapi juga oleh kemampuan sumber daya manusia dalam memberikan pelayanan yang empati, responsif, dan berorientasi pada kebutuhan pasien. Pengalaman pasien, khususnya dalam penanganan keluhan dan kualitas interaksi tenaga kesehatan, memiliki peran strategis dalam membentuk reputasi organisasi rumah sakit. Menyikapi tantangan tersebut, tim dosen Program Studi S1 Administrasi Bisnis melaksanakan program pengabdian kepada masyarakat melalui pelatihan bertajuk “Membangun Reputasi Organisasi Melalui Service Excellence dan Complaint Handling” yang ditujukan bagi tenaga kesehatan. Pelatihan ini dirancang untuk meningkatkan kompetensi pelayanan prima sekaligus memperkuat keterampilan dalam menangani keluhan pasien secara profesional dan konstruktif. Metode yang digunakan mengombinasikan pendekatan teoritis dan praktis melalui penyampaian materi interaktif, studi kasus, simulasi peran, serta diskusi kelompok. Fokus pelatihan diarahkan pada pengembangan komunikasi empatik, penguasaan teknik service recovery, strategi complaint handling yang efektif, serta penguatan budaya organisasi yang mengutamakan keselamatan dan kenyamanan pasien. Hasil yang diharapkan mencakup tiga aspek utama. Pertama, peningkatan kompetensi individu tenaga kesehatan dalam memberikan pelayanan yang lebih humanis, cepat tanggap, dan berorientasi pada solusi. Kedua, terciptanya lingkungan kerja yang lebih harmonis melalui pengelolaan konflik internal dan eksternal secara konstruktif. Ketiga, penguatan reputasi organisasi rumah sakit melalui peningkatan kepuasan dan loyalitas pasien sebagai dasar keberlanjutan organisasi. Secara strategis, pelatihan ini diharapkan menjadi fondasi dalam membangun budaya pelayanan unggul di rumah sakit, meningkatkan daya saing di tengah dinamika industri kesehatan, serta mendukung pencapaian visi rumah sakit sebagai institusi pelayanan kesehatan yang profesional, terpercaya, dan berorientasi pada keselamatan serta kenyamanan pasien.

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.

THE INFLUENCE OF EVENT EXPERIENCE ON EVENT SATISFACTION, POST-EVENT ATTITUDE & EMPLOYEE PRODUCTIVITY (STUDY ON PT XYZ CULTURE FEST EVENT) Ahmad Jamil; Mahir Pradana; Rah Utami Nugrahani
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 3 (2025): Vol. 2 No. 3 Edisi Juli 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i3.1093

Corporate culture plays an important role in shaping employee engagement and productivity. PT XYZ held Culture Fest as a form of internalizing cultural values to all employees. This study aims to analyze the effect of experience during the event on satisfaction, post-event attitudes, and employee productivity. This research uses a quantitative approach with a survey method of 100 PT XYZ employees who participated in Culture Fest 2024. Data were collected through a Likert scale-based questionnaire, and the data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS software. The results showed that experience during the event had a significant effect on satisfaction and post-event attitudes. In addition, satisfaction with the event also had a positive effect on post-event attitudes, and these attitudes had a significant effect on employee productivity. This research confirms the importance of designing meaningful and relevant internal events as a strategic means to improve employee commitment and performance through strengthening organizational culture.

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

Brand Personality Selebriti Sebagai Strategi Komunikasi Krisis Almira Shabrina; Rah Utami Nugrahani; Shafina Nasywa; Atala Aminia
Jurnal Riset Komunikasi (JURKOM) Vol. 7 No. 2 (2024): Agustus 2024
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komuniasi (ASPIKOM) Wilayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38194/jurkom.v7i2.872

The use of TikTok social media has made iced tea one of the drink brands that has become the top of mind for grab and go drinks in Indonesia. However, like a double-edged sword, the use of social media is one of the causes of problems that can lead to a bad reputation in the eyes of consumers. To prevent the Company's Image from getting worse, Es Teh Indonesia replaced the Chief Executive Officer who is now held by Nagita Slavina. For this reason, this research looks at how Nagita Slavina's brand personality as a crisis communication strategy. This study uses a descriptive qualitative research method to see how this CEO turnover phenomenon becomes an image for Indonesian iced tea. Researchers conducted research on six Generation Z informants who live on the island of Java and consume Indonesian iced tea more than 6 times. The results of the study show that Nagita Slavina's brand personality is less effective in handling the crisis management that has been carried out by Es The Indonesia. Keywords: Brand Personality; Crisis Management; Es Teh Indonesia

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