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STRATEGI KOMUNIKASI PEMASARAN WEDRINK SOLOBARU MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN KEPUASAN KONSUMEN Kinasih, Sekar; Itasari, Andri Astuti; Herawati, Dewi Maria
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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ABSTRACT The marketing communication strategy (promotion) is crucial for achieving company goals. Wedrink Solobaru, as a new food and beverage franchise, competes with other brands like Mixue and Momoyo in Solo City. Every business player has strategies to attract and enhance customer satisfaction. Despite being new, Wedrink Solobaru has shown rapid growth with an increasing number of visitors. This study aims to describe the marketing communication strategy of Wedrink Solobaru through Instagram in improving customer satisfaction. This research is descriptive qualitative, using primary data from interviews and observations, as well as secondary data from documents, books, and journals. Data collection techniques involve purposive sampling, with credibility tested through triangulation. Analysis is conducted using the Miles and Huberman method, including data collection, reduction, presentation, and conclusion drawing. The study results indicate that the marketing communication strategy of Wedrink Solobaru, through the 4P marketing mix and marketing communication mix, has successfully improved customer satisfaction. However, in terms of advertising, the mismatch between the received products and the advertising content still causes dissatisfaction. Keywords: Marketing Communication Strategy, Instagram, Customer, Satisfaction

STRATEGI KOMUNIKASI PERSUASIF KADER POSYANDU REMAJA (TEMAN SEHAT) DALAM MENINGKATKAN KESADARAN REMAJA PADA BAHAYA STUNTING DI DESA NAMBANGAN KECAMATAN SELOGIRI KABUPATEN WONOGIRI Putri Ananto, Nabila; Itasari, Andri Astuti
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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The youth posyandu program carried out by youth posyandu cadres (Teman Sehat) is one of the initiatives by the Wonogiri district government aimed at reducing the stunting rate in Wonogiri to zero stunting. This program targets the health of adolescents aged 10 to 18 years. The objective of the program is to explore the persuasive communication strategies employed by youth posyandu cadres (Teman Sehat) to raise awareness among adolescents about the dangers of stunting in Nambangan village. The youth posyandu cadres use persuasive communication to convey messages and encourage adolescents to follow their guidance. This study analyzes the communication process using McGuire's persuasive communication theory. Severin and James state that “information processing theory” is employed in this research, which utilizes a qualitative research method with a descriptive approach. The data in this study consists of primary data from interviews, observations, and documentation, as well as secondary data from relevant literature reviews. Informants in this research were selected using purposive sampling techniques. The research findings indicate that the persuasive communication strategies implemented by youth posyandu cadres can change the mindset and lifestyle of adolescents aged 10 to 18 years after participating in a series of youth posyandu activities. Adolescents become increasingly aware of the importance of stunting prevention for themselves. Keywords: Youth posyandu cadres, persuasive communication strategies, adolescent awareness, stunting.The youth posyandu program carried out by youth posyandu cadres (Teman Sehat) is one of the initiatives by the Wonogiri district government aimed at reducing the stunting rate in Wonogiri to zero stunting. This program targets the health of adolescents aged 10 to 18 years. The objective of the program is to explore the persuasive communication strategies employed by youth posyandu cadres (Teman Sehat) to raise awareness among adolescents about the dangers of stunting in Nambangan village. The youth posyandu cadres use persuasive communication to convey messages and encourage adolescents to follow their guidance. This study analyzes the communication process using McGuire's persuasive communication theory. Severin and James state that “information processing theory” is employed in this research, which utilizes a qualitative research method with a descriptive approach. The data in this study consists of primary data from interviews, observations, and documentation, as well as secondary data from relevant literature reviews. Informants in this research were selected using purposive sampling techniques. The research findings indicate that the persuasive communication strategies implemented by youth posyandu cadres can change the mindset and lifestyle of adolescents aged 10 to 18 years after participating in a series of youth posyandu activities. Adolescents become increasingly aware of the importance of stunting prevention for themselves.Keywords: Youth posyandu cadres, persuasive communication strategies, adolescent awareness, stunting.

KOMUNIKASI POLITIK CALEG MILENIAL : (STUDI KASUS TIGA CALON ANGGOTA LEGISLATIF PADA PEMILIHAN ANGGOTA LEGISLATIF KABUPATEN SRAGEN TAHUN 2024) Dyah Paradita, Rheinova Kirana; Itasari, Andri Astuti; Maserona, Lukas
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to disseminate political communication implemented by millennial legislative candidates (caleg) in the 2024 Legislative Election (Pileg) campaign in Sragen Regency. Given the large contribution of the millennial generation in the election, which covers around 33% of the total votes (Lemhannas RI, 2024), this study highlights the importance of an effective political communication strategy to attract the attention of young voters. This study uses a qualitative approach with an in-depth interview method with three millennial legislative candidates, Nugroho Sulistyo, Bakti Ida Hutami, and Ria Cerryana Rahmawati, as well as first-time voters who represent support for each legislative candidate. The results of the study show that social media plays a very important role in shaping the political views of millennial voters, with platforms such as Instagram, TikTok, and WhatsApp used by legislative candidates to convey their political messages. Issues such as education, economic welfare, and infrastructure development are the main focus of their campaigns, which are relevant to the daily lives of young voters. Overall, this study found that effective political communication through social media, as well as communicating messages that are in line with the issues faced by young voters, are important factors in winning support in the 2024 Election. Keywords: Political Communication, Millennial Candidates, Social Media, First-Time Voters.

Etika Public Speaking Antarbudaya Sihabuddin; Itasari, Andri Astuti
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 4 No. 3 (2024): Da'watuna: Journal of Communication and Islamic Broadcasting (In Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v4i2.2146

This research discusses intercultural public speaking ethics, which is a combination of public speaking ethics and intercultural communication ethics. The method used in this research is the library research method, in which researchers conduct research only on library collection materials related to intercultural public speaking ethics. The research results show that a public speaker is not only required to understand public speaking ethics but is also required to understand intercultural communication ethics so that public speakers can apply intercultural public speaking ethics. By applying intercultural public speaking ethics, public speaking with audiences of people from different cultural backgrounds can be effective. To apply intercultural public speaking ethics, public speakers must first learn the culture of their audience by first seeking information regarding what ethics are deemed permissible and not permissible. After studying the cultural ethics of the audience, the public speaker must enter that culture as if the public speaker is part of the members of that culture without leaving the public speaker's own cultural identity.

The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta Itasari, Andri Astuti; Hastuti, Nurnawati Hindra
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.155-169

Besides studying at school, online tutoring is a non-formal method of education delivery. One online tutoring is Ruang Guru's app, and it is still among competitors such as Zenius, tutoring conventional, and others. This research focuses on Ruang Guru's apps, which have always existed among students in Surakarta until now. This research uses descriptive quantitative. This research analyzes advertisements, word of mouth, and brand awareness toward buying Decision on Ruang Guru apps for students. The population is all SMU Negeri XYZ Surakarta students, with a total of 1.191 students, and about 100 students were selected as the respondent through a random sampling technique. Data collection techniques using questionnaires as primary data and documents from journals and books as secondary data. Data were analyzed using the Structural Equation Modelling - Partial Least Square (PLS). This research shows that advertisement and word of mouth significantly positively affect brand awareness. In addition, advertisement, word of mouth, and brand awareness positively affect buying decisions. Furthermore, advertisement and word of mouth significantly affect buying decisions through brand awareness. Therefore, it is suggested that companies continue to increase word-of-mouth promotions and advertisements related to consumer behavior in purchasing decisions.

Public Speaking Training in Developing the Communication Skill of PKK Community in Ngidam Muncar, Susukan, Semarang Itasari, Andri Astuti; Hastuti, Nurnawati Hindra; Maria, Dewi
Asian Journal of Community Services Vol. 3 No. 1 (2024): January 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajcs.v3i1.7718

This community service is entitled "Public Speaking Training in Developing Communication Skills in the PKK Community in Muncar Village, Susukan, Semarang. The role of the PKK Association is considered important to participate in developing and marketing this tourism village to outsiders by communicating about the tourism village to outsiders. The output target is that partners are able to carry out training on public speaking, so that this step indirectly contributes to increasing the promotion of the tourist village. The results of the activity showed that service participants experienced increased public speaking knowledge and skills, were able to manage emotions and nervousness, and tried to appear confident in public so that effective communication techniques could be created.

Etika Public Speaking Antarbudaya Sihabuddin, Sihabuddin; Itasari, Andri Astuti
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 4 No. 3 (2024): Da'watuna: Journal of Communication and Islamic Broadcasting (In Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v4i3.2179

This research discusses intercultural public speaking ethics, which is a combination of public speaking ethics and intercultural communication ethics. The method used in this research is the library research method, in which researchers conduct research only on library collection materials related to intercultural public speaking ethics. The research results show that a public speaker is not only required to understand public speaking ethics but is also required to understand intercultural communication ethics so that public speakers can apply intercultural public speaking ethics. By applying intercultural public speaking ethics, public speaking with audiences of people from different cultural backgrounds can be effective. To apply intercultural public speaking ethics, public speakers must first learn the culture of their audience by first seeking information regarding what ethics are deemed permissible and not permissible. After studying the cultural ethics of the audience, the public speaker must enter that culture as if the public speaker is part of the members of that culture without leaving the public speaker's own cultural identity.

Pengaruh Iklan Dan E-WOM pada Instagram terhadap Minat Kunjung Destinasi Wisata Bukit Sanjaya Boyolali Arumsari, Pasadena Sitoresmi; Riyanto, Buddy; Itasari, Andri Astuti
Jurnal Common Vol. 9 No. 2 (2025): Common
Publisher : Program Studi Ilmu Komunikasi Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/common.v9i2.14556

Tujuan utama dari penelitian ini adalah untuk mengetahui pengaruh iklan dan electronic word of mouth pada Instagram terhadap minat kunjung destinasi wisata Bukit Sanjaya di Boyolali. Penelitian ini menggunakan metode kuantitatif, data dikumpulkan memakai kuesioner serta data lain seperti jurnal, buku, artikel, dan lain-lain. Populasi pada penelitian ini followers pada akun Instagram Bukit Sanjaya (22 November 2023) dengan sampel penelitian berjumlah 100 followers Instagram Bukit Sanjaya. Penelitian ini memilih teknik acak sederhana (simple random sampling) untuk menentukan sampelnya. Setelah data berhasil dikumpulkan, proses analisis dilakukan secara komprehensif, mencakup analisis deskriptif, uji validitas, uji asumsi klasik, dilanjutkan dengan analisis regresi berganda, pengujian hipotesis, dan perhitungan koefisien determinasi untuk melihat besarnya pengaruh. Hasil pengujian menunjukkan bahwa (1) secara parsial iklan dan E-WOM berpengaruh siginifikan terhadap minat kunjung karena nilai signifikan iklan 0.000 dan E-WOM 0.000 < dari taraf signifikan 0.05 maka diambil keputusan tolak H0. (2) secara simultan kedua variabel independent iklan dan E-WOM secara bersama-sama berpengaruh terhadap variabel dependen minat kunjung karena diketahui stastistik uji F bernilai 94.636 dengan nilai signifikansi 0.000 dan taraf signifikasi 0.05 maka diketahui 0.000 < 0.05 maka diambil keputusan tolak H0. (3) besar pengaruh R Square sebesar 66,1% artinya kontribusi variabel iklan dan electronic word of mouth terhadap minat kunjung sebesar 66,1% sedangkan sisanya 33,9% dipengaruhi variabel lain yang tidak diteliti. Hasil penelitian menegaskan bahwa strategi Bukit Sanjaya dalam memanfaatkan iklan dan E-WOM di Instagram telah memberikan dampak positif, ditunjukkan dengan bertambahnya minat pengunjung terhadap destinasi tersebut. Kata Kunci: Iklan, Electronic Word Of Mouth, Minat Kunjung

The Influence of Word of Mouth, Product Quality, Price, and Lifestyle on Thrift Fashion Buying Decision Itasari, Andri Astuti; Dewi Maria Herawati; Maulia Hikmah
Mediakita Vol. 10 No. 1 (2026): Jurnal Mediakita : Jurnal Komunikasi dan Penyiaran Islam
Publisher : Fakultas Usluhuddin dan Dakwah UIN Syekh Wasil Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30762/mediakita.v10i1.3306

Thrifting in Indonesia is becoming increasingly popular, with young people leading the trend. The government’s ban on the sale and purchase of thrifted clothing does not prevent consumers from continuing to use thrifted clothing, as they consider these products are good and the prices are affordable. Therefore, thrifted clothing has become a lifestyle among young people, including students. This research uses a quantitative, survey-based approach. Primary data was obtained from questionnaires, while secondary data was obtained from journals, books, and other documents. The population of this study was the students of SMK Wijaya Kusuma Surakarta, and the sample consisted of 100 respondents from the school. This study used logistic regression (binary logit) to determine which students bought and which did not buy thrifted clothing. The results showed that, individually, word of mouth had a significant effect of 0.010, product quality was 0.047, price was 0.033, and lifestyle was 0.009. The simultaneous test was 0.000, with a chi-square of 67.101.

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