Article Per Year (5 Year)
p-Index From 2021 - 2026
6.294
P-Index
This Author published in this journals
All Journal ETTISAL Journal of Communication Journal of Consumer Sciences Solidaritas PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) PRoMEDIA Jurnal Common Translitera : Jurnal Kajian Komunikasi dan Studi Media Indonesian Journal of Community Services JURNAL PUBLISITAS Salasika Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal La Sociale Jurnal Abdimas Bina Bangsa Formosa Journal of Applied Sciences (FJAS) Asian Journal of Community Services (AJCS) DEVOTE: Jurnal Pengabdian Masyarakat Global Jurnal Mediakita : Jurnal Komunikasi dan Penyiaran Islam Da'watuna: Journal of Communication and Islamic Broadcasting
Andri Astuti Itasari
Universitas Slamet Riyadi
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

Published : 51 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 51 Documents
Search

 1   2   3   4   5 
Strategi Komunikasi Pemasaran Desa Wisata Ngidam Muncar Hastuti, Nurnawati Hindra; Herawati, Dewi Maria; Itasari, Andri Astuti
PRoMEDIA Vol 9, No 2 (2023): PROMEDIA
Publisher : UNIVERSITAS 17 AGUSTUS 1945 JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52447/promedia.v9i2.7286

Abstract

AbstractThe revival of tourism after the COVID-19 pandemic is one of the main agendas for accelerating the Indonesian economy. This program began with the opening of tourism doors in Bali and the creation of the slogan work from Bali by the Minister of Tourism and Creative Economy of the Republic of Indonesia, Sandiaga Uno in May 2021. This tourism revival will also begin to be carried out in various tourist attractions in Indonesia in 2022. Starting from the place tourism areas that are already well-known to tourist areas that are still young or newly formed, such as tourist villages. One of them is a tourist village in Susukan District, Semarang Regency, Central Java, namely Ngidam Muncar Tourism Village. The existence of this tourist village was initiated in 2019. Then the existence of the Ngidam Muncar Tourism Village was inaugurated in early 2020. However, this tourism program could not be carried out optimally because the COVID-19 virus broke out in 2020. The pandemic affected tourism activities and program marketing strategies. tourism in this village has been hampered. Therefore, this research wants to see how the marketing communication strategy carried out by the local village government can then provide new input so that it can increase the village's income. The stages of this research method are starting from conducting an initial survey of the research object to see and determine the focus of the research, namely the marketing communication strategy of the Ngidam Muncar Tourism Village. Then, to dissect and answer this research problem, marketing communication strategy theory, SWOT analysis theory and marketing mix theory were used. This research method uses descriptive qualitative. The process of collecting data uses literature review methods, observation, and interviews with several sources who are directly related to the problem.Keywords: Marketing Communication, SWOT, Tourism Village  Abstraksi Kebangkitan pariwisata pasca pandemi COVID-19 merupakan salah satu agenda utama percepatan ekonomi Indonesia. Program ini diawali dengan mulai dibukanya pintu pariwisata di Bali dan dibentuknya slogan work from Bali oleh Menteri Pariwisata dan Ekonomi Kreatif Republik Indonesia, Sandiaga Uno pada Mei 2021. Kebangkitan pariwisata ini juga mulai dilakukan di berbagai tempat wisata di Indonesia pada tahun 2022. Mulai dari tempat wisaata yang sudah terkenal hingga kawasan wisata yang masih muda atau baru terbentuk seperti desa wisata. Salah satunya seperti desa wisata yang ada di Kecamatan Susukan Kabupaten Semarang, Jawa Tengah, yaitu Desa Wisata Ngidam Muncar. Keberadaan desa wisata tersebut mulai diinisiasikan pada tahun 2019.  Kemudian keberadaan Desa Wisata Ngidam Muncar diresmikan pada awal tahun 2020. Namun program pariwisata ini tidak dapat dilakukan secara maksimal dikarenakan virus COVID-19 mewabah pada tahun 2020. Pandemi tersebut mengakibatkan kegiatan wisata dan strategi pemasaran program pariwisata desa ini jadi terhambat. Oleh karena itu, penelitian ini ingin melihat bagaimana strategi komunikasi pemasaran yang dilakukan oleh pemerintah desa setempat yang kemudian dapat memberikan masukan baru sehingga dapat meningkatkan pendapatan desa tersebut. Tahapan metode penelitian ini adalah mulai dari melakukan survei awal ke objek penelitian untuk melihat dan menentukan fokus penelitian, yaitu strategi komunikasi pemasaran Desa Wisata Ngidam Muncar. Kemudian untuk membedah dan menjawab permasalahan penelitian ini, digunakan teori strategi komunikasi pemasaran, teori analsis SWOT dan teori marketing mix. Metode penelitian ini menggunakan deskriptif kualitatif. Proses mengumpulkan data menggunakan metode literature review, observasi, dan wawancara beberapa narasumber yang berkaitan langsung dengan permasalahan.Kata Kunci: Komunikasi Pemasaran, SWOT, Desa wisata
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

Abstract

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.
Pengaruh Electronic-Word of Mouth pada Media Sosial Instagram dan Citra Destinasi terhadap Keputusan Pembelian (Survei pada Pengunjung Objek Wisata Kemuning Sky Hills) Murti, Nova Wisnu; Riyanto, Buddy; Itasari, Andri Astuti
Jurnal Publisitas Vol 11 No 1 (2024): Oktober
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM), Sekolah Tinggi Ilmu Sosial dan Ilmu Politik (STISIPOL) Candradimuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37858/publisitas.v11i1.461

Abstract

In the tourism industry, integrated marketing communications via Instagram plays an important role in influencing consumer purchasing decisions. This communication includes word of mouth information using electronic media (e-WOM) and other factors, such as destination image. This research was prepared and researched to see and find out whether Electronic Word of Mouth (e-WOM) on Instagram social media and destination image influence tourists' purchasing choices at Kemuning Sky Hills. The preparation of this scientific work was carried out using multiple linear regression model analysis using explanatory methods and using a quantitative approach. The object of this research is the Kemuning Sky Hills tourist attraction with visitors to the Kemuning Sky Hills tourist attraction who use Instagram social media as research subjects. The testing method used in this study is non-probability sampling, namely the Accidental Sampling type of testing. Important information was collected by distributing surveys to 96 respondents. From the final results of the research, a statement was obtained where E-WOM and destination image influenced purchasing choices with a significance result of 0.000 (p<0.05). Meanwhile, the t-count of e-WOM on purchasing decisions is 4.772 and the p-value is 0.000 (p<0.05). On the other hand, a t-value of 6.492 was obtained from the destination image variable and a p-value of 0.000 (p<0.05). The F-count for the simultaneous test in this study was 56.275 and the p-value was 0.000 (p<0.05). Therefore, the speculations H1, H2, and H3 can be accepted and acknowledged, namely that e-WOM and destination image have an impact or influence of 53.8% on purchasing decisions.
PERAN KOMUNIKASI PERSUASIF DALAM MENGEMBANGKAN UMKM KELOMPOK WANITA TANI DI SINDU MAKMUR, SINDUHARJO, JATIPURO, KARANGANYAR Astuti Itasari, Andri; Sihabuddin, Sihabuddin
Jurnal Abdimas Bina Bangsa Vol. 5 No. 2 (2024): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v5i2.1157

Abstract

Persuasive communication plays a significant role in the development of MSMEs, particularly in enhancing the effectiveness of product marketing. The MSME Sindu Makmur, managed by the Women Farmers Group (KWT), produces products such as mocaf flour and traditional herbal medicine in powder form. These products have high market potential if developed to their fullest extent. However, the KWT faces various challenges in effectively marketing these products. Through this community service program, the team aims to provide counseling, training, and development of persuasive communication skills to the members of KWT Sindu Makmur. This program is designed to equip them with effective communication techniques that can help attract consumer interest and increase product sales. By understanding and applying persuasive communication, it is expected that KWT Sindu Makmur can overcome marketing challenges and maximize the market potential of their products. The expected outcomes of this activity are that the partners will be able to understand and practice persuasive communication effectively. This improvement is expected to have a positive impact on the promotion and sales of Sindu Makmur MSME products
KOMUNIKASI INTERPERSONAL DRIVER SHOPEEFOOD DENGAN KONSUMEN Hidayat, Taufik; Sekar Wangi, Maya; Itasari, Andri Astuti
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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

Abstract

The food delivery service industry is currently experiencing increasingly fierce competition. This has triggered an increase in the use of digital platforms due to the availability of various alternative choices for consumers, thus requiring companies to be able to provide superior service attributes compared to their competitors. ShopeeFood as a new service provides various benefits, but its weakness is misunderstandings caused by online communication or not being connected directly when ordering food. Therefore, ShopeeFood drivers as representatives seem to have to take users' attention again, namely through interpersonal communication interactions aimed at fulfilling user satisfaction and loyalty. Consumer satisfaction is one of the important factors that must be considered in order to satisfy consumers. This research aims to determine the interpersonal communication carried out by shopeefood drivers with consumers to get good feedback. This research uses descriptive qualitative methods, researchers also use Miles and Huberman data analysis techniques, namely data reduction, data presentation, and drawing conclusions. Researchers also used purposive sampling techniques to determine informants who were experts and whose statements could be trusted to be used as data sources. The informants in this research were Solobaru shopeefood drivers and shopeefood consumers. The results of this research were obtained using interpersonal communication theory with a humanistic approach from Joseph Devito which consists of five aspects, namely, openness, empathy, supportive attitude, positive attitude, and equality. The interpersonal communication between shopeefood drivers and consumers is very good when shopeefood orders are in progress. So that shopeefood drivers and consumers provide mutual support and respect to minimize debate, good communication is very necessary to get good feedback from shopeefood consumers and add stars to shopeefood driver profiles. Keywords: Interpersonal communication, Shopeefood drivers, Shopeefood consumers
Komunikasi Interpersonal Barista Dalam Menciptakan Kepuasan Pelanggan: (Studi Kasus Pada Barista Emercel Coffee Studio Surakarta) Milanuari, Winda; Sekarwangi, Maya; Astuti Itasari, Andri
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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

Abstract

Data from the Ministry and Data Center show an increase in domestic coffee consumption over the past five years, including in Surakarta City. Emercel Coffee Studio, which has a co-working space theme, has become the main choice for young people and WFA (Work From Anywhere) workers. After implementing the Training of Service program in 2022, Emercel Coffee Studio experienced a 15% increase in the number of customers, and reviews showed a significant increase in satisfaction with the service, indicating a correlation between the quality of interpersonal communication practiced by the baristas and customer satisfaction.This study aims to describe the interpersonal communication between baristas and customers at Emercel Coffee Studio that contributes to customer satisfaction. This research uses the theory of interpersonal communication effectiveness developed by DeVito. The research method used is qualitative, with data collection techniques through observation, interviews, and documentation.The results of the study show that in the component of equality, there is an age-based imbalance, where baristas find it easier to communicate with younger customers compared to older ones. However, in the components of openness, empathy, support, and positive attitude, interpersonal communication has been going well and meets customer expectations. Baristas demonstrate openness by sharing detailed information about the menu and responding honestly to customer feedback; empathy by understanding and meeting customer needs; support by providing personal attention; and a positive attitude through friendliness and warm greetings. Thus, effective interpersonal communication by baristas is key to creating a positive experience and increasing customer satisfaction at Emercel Coffee Studio. Keywords: Interpersonal communication, barista, customer satisfaction
Pemanfaatan Media Sosial Instagram @agendasolo sebagai Media Informasi bagi Masyarakat Surakarta Safitri, Desi Nur; Itasari, Andri Astuti
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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

Abstract

The Ministry of Communication and Information Technology reported that by the end of 2023, there were 1,615 hoax issues on social media, including hoaxes about special event purportedly organized by the Ministry of Tourism and Creative Economy (Kemenparekraf RI), which have caused public concern. This study aims to investigate the utilization of the Instagram account @agendasolo as an information medium for the people of Surakarta. The method used is descriptive qualitative. Primary data collection was conducted through observation, interviews, and documentation, while secondary data collection utilized online sources. The data validity technique employed was source triangulation. The theory used is Chris Heuer's 4C Social Media Management Theory, which consists of Context, Communication, Collaboration, and Connection. The findings of this study indicate that the Instagram account @agendasolo is beneficial in providing various types of information about the city of Surakarta by utilizing existing features and considering important aspects of social media management, namely Context, Communication, Collaboration, and Connection. Thus, the Instagram account @agendasolo serves as a valuable social media account and information source for the people of Surakarta. Keywords: Instagram, Social Media, Information Source, Instagram Account @agendasolo
STRATEGI KOMUNIKASI PEMASARAN DALAM MEMPERTAHANKAN LOYALITA PELANGGAN Ardini, Nurhaliza Sandra Dwi; Hindra, Nurnawati; Itasari, Andri Astuti
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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

Abstract

This study aims to find out the marketing communication strategy implemented by Mitra10 Solo Baru Supermarket in maintaining customer loyalty. The research method used in this study is qualitative descriptive, data is collected through in-depth interviews with 3 management of the new Mitra10 Solo Supermarket and 3 loyal customers, as well as direct observation in the company. The theory used to show customer loyalty of Supermaket Mitra10 Solo Baru is a theory of promotion mix stages in the form of advertising, sales promotion, public relations, and personal selling proposed by Kotler (2016). The results of this study show that a planned and directed marketing communication strategy can maintain customer loyalty at Mitra10 Solo Baru Supermarket. The implementation of the promotion mix stage theory is a key factor in creating and maintaining strong relationships with customers. Keywords: Mitra10 Supermarket, marketing communication, promotion mix
Strategi Komunikasi Pemasaran Pada Konten Media Sosial Instagram Coffee Shop @titikkoma.solobaru Alfaridzi, Afran Dafa; Suryo Sarjono, Herning; Itasari, Andri Astuti
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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

Abstract

The presence of Instagram as one of the social media platforms that has the most users in Indonesia, making Instagram a social media platform that has quite a big influence in the field of digital marketing communications. This research aims to analyze marketing communication strategies on content contained on social media Instagram Coffee Shop Titik Koma Solo Baru, @titikkoma.solobaru. The marketing communication strategy on social media content Instagram @titikkoma.solobaru was analysed using the theory from Kotler (2017), regarding the content marketing communication strategy which consists of 8 stages, namely Defining objectives, Segmenting audiences, Planning content, Creating content, Distributing content, Amplifying content, Evaluating content, and Improving content. This research is a qualitative descriptive study, which uses data collection techniques in the form of interviews and documentation. From the research results it can be concluded that the marketing communication strategy on the social media Instagram @titikkoma.solobaru is implemented neatly and conceptually, in accordance with the theory used.
Pemanfaatan Media Sosial Instagram Sebagai Media Komunikasi Pemasaran Pada Event Thrifting Nglapak Day Firmandika, Rifky Wananda; Riyanto, Buddy; Astuti Itasari, Andri
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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

Abstract

Utilizing social media as a marketing communications medium has become a popular strategy. This is due to the ability of social media to reach a wide audience at a relatively low cost, as well as its ability to build deeper interaction and engagement with the audience, as is done by Instagram Nglapak Day. The aim of this research is to find out how to optimize media Instagram social as a marketing communication medium at the Nglapak Day thrifting event. In this research, researchers used qualitative methods. The collected data was then analyzed using the Miles and Huberman data analysis model. The problem with Nglapak Day is that it does not optimize the use of Instagram as a marketing communications medium. The results of this research are alternative suggestions given to Nglapak Day for optimizing Instagram social media as a marketing communications medium which is supported by the Circular Model of SoMe theory according to Regina Luttrell in her book Social Media: How to Engage, Share, and Connect.
Co-Authors Agnestasya, Adhelina Agus Setyawan Agus Supriyadi Alfaridzi, Afran Dafa Anto, Dwi Ardini, Nurhaliza Sandra Dwi Arief Wicaksono, Arief Arumsari, Pasadena Sitoresmi Astutik, Mellyta Tri Puji Awaludin, Rizal Bidara Gemintang, Moura Buddy Riyanto Catur Surya Waskitawati Damayanti Suhita Dewi Maria Herawati Dewi Maria Herawati Difa Zulfania Nur Fauzi Dyah Paradita, Rheinova Kirana Efitria Dewanti, Dela Elyasaf Bintang Wibowo Fachrul Eka Jaya Pratama Firmandika, Rifky Wananda Haryo Kusumo Aji Hayu Pintari Herawati, Dewi Maria Herning Suryo Hindra H, Nurnawati Hindra Hastut, Nurnawati Hindra Hastuti, Nurnawati Hindra, Nurnawati Kartikawati, Sofiana Kinasih, Sekar Kusumaningrum, Devi Maria, Dewi Maserona, Lukas Maulia Hikmah Maya Sekar Wangi Milanuari, Winda Murti, Nova Wisnu Nugraheni, Monica Windrastuti Dyah Nurnawati Hindra Hastuti Nurnawati Hindra Hastuti Pambudi, Tata Luhur Prasetyani, Asih Putri Ananto, Nabila Ramadani, Alif Riska Wirawan Safitri, Desi Nur Sarungu, Lukas Maserona Sekar Wangi, Maya Sekarwangi, Maya Setyasih Harini Setyasih Harini Setyasih Harini Sihabuddin Sihabuddin, Sihabuddin Taufik Hidayat Uswatul Jannah, Hesti Wahyu Aji, Rio Murtopo Widiyowati, Estu Yudhistira, Muhammad Alamsyach