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All Journal Jurnal Pariwisata Pesona KOMUNIKA MediaKom : Jurnal Ilmiah Ilmu Komunikasi Jurnal ASPIKOM EKONOMIS : Journal of Economics and Business JURNAL PENDIDIKAN TAMBUSAI Jurnal Profetik Journal of Economics and Business UBS Business Economic, Communication, and Social Sciences Journal (BECOSS) JURNAL KOMUNIKASI DAN BISNIS Prosiding Konferensi Nasional PKM-CSR Jurnal Visi Komunikasi Journal of Dialogos Jurnal Dinamika Ilmu Komunikasi Komunitas: International Journal of Indonesian Society and Culture Journal of Dialogos
Irmulansati Tomohardjo
Universitas Mercu Buana
Religion Arts Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences

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Pengaruh Brand Equity terhadap Loyalitas Pengguna ChatGPT di Kalangan Mahasiswa (Survei Pada Mahasiswa Magister Ilmu Komunikasi di Universitas X) Khakim, Lukman; Putra, Afdal Makkuraga; Tomohardjo, Irmulansati
Jurnal Pendidikan Tambusai Vol. 9 No. 2 (2025): Agustus
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v9i2.27080

Abstract

Penelitian ini bertujuan untuk meneliti lebih jauh pengaruh brand equity terhadap loyalitas pengguna ChatGPT di kalangan mahasiswa. Studi ini berfokus pada elemen brand equity yaitu brand association dan perceived quality sebagai variabel independen dan loyalitas pengguna sebagai variabel dependen. Metode yang digunakan pada penelitian ini adalah survei kuantitatif dengan pengolahan data menggunakan Statistical Package for the Social Sciences, khususnya uji Multiple Linear Regression. Sampel pada penelitian ini adalah mahasiswa magister ilmu komunikasi pada Universitas X dengan responden sebanyak 63 mahasiswa yang terdiri dari dua angkatan. Hipotesis yang diuji meliputi: 1. Pengaruh brand association terhadap loyalitas pengguna; 2. Pengaruh perceived quality terhadap loyalitas pengguna; Pengaruh brand association dan perceived quality secara simultan terhadap loyalitas pengguna; 4. Terdapat perbedaan pengaruh antara brand association dan perceived quality terhadap loyalitas pengguna. Hasil menunjukkan bahwa brand association berpengaruh terhadap loyalitas pengguna ChatGPT di kalangan mahasiswa. Perceived quality tidak berpengaruh terhadap loyalitas Pengguna ChatGPT di kalangan mahasiswa. Ketika diuji secara simultan, kedua variabel berpengaruh terhadap loyalitas pengguna ChatGPT di kalangan mahasiswa. Hingga terdapat perbedaan pengaruh yang signifikan dengan brand association berkontribusi sekitar 61,74% sementara perceived quality hanya 1,99%.
Komunikasi Persuasi Kiai Dalam Aktivitas Religius Santri Di Pondok Pesantren Al Isyraq Jakarta Barat Ridho, Farid Belgama; Tomohardjo, Irmulansati
KOMUNIKA Vol 5 No 1 (2022): Accredited by Kemenristekdikti RI SK No.200/M/KPT/2020
Publisher : Universitas Islam Negeri Raden Intan Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/komunika.v5i1.12511

Abstract

Pondok pesantren salah satu lembaga pendidikan berbasis Islam, dengan Kiai sebagai komunikator dan santri sebagai komunikan,  yang menerapkan komunikasi persuasi untuk membangun tindakan religius santri. Penelitian ini bertujuan untuk mengetahui komunikasi persuasif antara Kiai dan Santri dalam mendukung  aktivitas religius di lingkungan Pondok Pesantren Al Isyraq Kebon Jeruk Jakarta Barat. Kajian analisis mengacu pada teori interaksi simbolik dan konsep komunikasi persuasi.  Metode penelitiannya studi kasus, dengan teknik pengumpulan data melalui wawancara mendalam dan pengamatan non partisipan. Hasil penelitian menunjukkan bahwa komunikasi persuasi yang dilakukan Kiai adalah model persuasi respon kognitif, yang meliputi aktivitas memberikan nasehat, pujian, hukuman, kajian, proses mengajar di kelas serta melalui keteladanan. Hasilnya santri merasa nyaman, kerasan dan termotivasi mengikuti perintah Kiai. Selain itu santri merasa Kiai sebagai orang tua sendiri, juga sebagai bentuk penghormatan dan ketaatan santri terhadap guru sesuai perintah agama. Santri mengikuti keteladanan dari perilaku Kiai, sehingga terbangun tindakan religius  berupa akhlak baik para santri.
Pinjam Wifi Global’s Digital Marketing Communication Strategy Through Instagram: Enhancing Consumer Purchase Intentionsi Susanto, Agung; Tomohardjo, Irmulansati; Budianto, Heri
MediaKom : Jurnal Ilmiah Komunikasi Vol 15, No 1 (2025): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mediakom.v15i1.33358

Abstract

Persaingan bisnis yang semakin ketat mendorong perusahaan untuk menerapkan strategi pemasaran yang efektif dan efisien. Pinjam Wifi memanfaatkan Instagram sebagai media komunikasi pemasaran karena banyak penggunanya yang aktif. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran Pinjam Wifi melalui Instagram menggunakan model AISAS (Attention, Interest, Search, Action, Share) dari Sugiyama dan Andree. Dengan metode kualitatif dan studi kasus, data dikumpulkan melalui wawancara, observasi, dan dokumen internal perusahaan. Hasil penelitian menunjukkan bahwa Pinjam Wifi menjalankan tahapan AISAS dengan strategi seperti iklan berbayar (Attention), kampanye promo dan diskon (Interest), penggunaan hashtag (Search), pembuatan berbagai jenis konten untuk membentuk engagement (Action), serta ulasan pelanggan yang dibagikan di Instagram (Share). Selain itu, strategi push & pull marketing diterapkan melalui iklan berbayar, distribusi retail, dan konten bisnis. Strategi ini berhasil membentuk penjualan produk dan engagement rate Instagram Pinjam Wifi.
Parenting Typification and Motive of Working Mothers in Accompanying Children’s Distance Learning in Indonesia During The Covid-19 Pandemic Sinuraya, Veny Florencia; Putra, Afdal Makkuraga; Aunul, Sofia; Tomohardjo, Irmulansati
Komunitas: International Journal of Indonesian Society and Culture Vol. 16 No. 1 (2024): March 2024
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/komunitas.v16i1.4220

Abstract

The government’s determination of the pandemic status of COVID-19 has changed almost all lines of people’s lives, from the economy, and health infrastructure, to education. The rapid transmission of COVID-19 cases has made the government implement Distance Learning (DL) at all school levels, including elementary school levels. The implementation of DL makes elementary school children potentially experience learning loss. On the other hand, working mothers who are used to handing over educational matters to schools find it difficult to accompany children’s DL at home. Therefore, this study aims to determine the typification of parenting carried out by working mothers in accompanying children’s distance learning during the COVID-19 pandemic. The case study method was used in conjunction with a qualitative descriptive research design. The researchers gathered primary data by interviewing five informants, all of whom were working mothers, as well as one psychologist. The findings revealed that women employ monopoly communication patterns while speaking with their children; mothers are perceived as authorities who make ultimate judgments. Furthermore, helpful and sympathetic communications are used by working mothers. Researchers found three characteristics of working mothers’ care during the pandemic, namely over- empathy, life vest, and supportive.
Strategi Komunikasi Pemasaran Digital Pinjam Wifi Global Melalui Pemanfaatan Media Sosial Instagram untuk Membentuk Minat Konsumen Susanto, Agung; Tomohardjo, Irmulansati; Budianto, Heri
Ekonomis: Journal of Economics and Business Vol 9, No 1 (2025): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i1.2432

Abstract

This study aims to analyze Pinjam Wifi's marketing communication strategy through Instagram using the AISAS (Attention, Interest, Search, Action, Share) model. Qualitative methods and case studies, data were collected through interviews, observations, and internal company documents. The results of the study indicate that Pinjam Wifi carries out the AISAS stages with strategies such as paid advertising (attention), promo and discount campaigns (interest), use of hashtags (search), creation of various types of content to form engagement (action), and customer reviews shared on Instagram (share). In addition, the push & pull marketing strategy is implemented through paid advertising, retail distribution, and business content. This strategy has succeeded in forming product sales and Pinjam Wifi's Instagram engagement rate.
Strategi Integrated Marketing Communication dalam Mendukung Reputasi Merek Indogrosir Jatu Hendra Permana, Mikhael; Tomohardjo, Irmulansati; Mona Ganiem, Leila
Journal of Economics and Business UBS Vol. 12 No. 5 (2023): Special Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i5.663

Abstract

Beberapa tahun belakangan ini, bisnis retail mengalami pertumbuhan di Indonesia. Hal ini dilihat dari semakin berkembangnya bisnis retail modern yang makin banyak di lingkungan masyarakat. Bahkan tidak sedikit pula bisnis retail tradisional yang mulai berbenah menjadi bisnis retail semi-modern. Hal itu dimulai dengan kebijakan pemerintah yang mengeluarkan Keppres No. 96/2000 mengenai bidang usaha tertutup dan terbuka bagi penanaman modal asing. Hal ini menyebabkan persaingan bisnis retail tidak hanya melibatkan pemain lokal, melainkan melibatkan pemain asing/investor asing. Indogrosir merupakan pusat perbelanjaan modern dengan format distribusi ke pedagang retail/eceran tradisional serta memenuhi kebutuhan sehari-hari. Indogrosir yang memiliki nama korporasi PT Inti Cakrawala Citra ini merupakan anak perusahaan dari PT Indomarco Prismatama (Indomaret). Menyadari bahwa dibutuhkan suatu strategi komunikasi pemasaran yang saling terintegrasi untuk meningkatkan reputasi perusahaan, peneliti membuat suatu penelitian yaitu “Strategi Komunikasi Pemasaran Terpadu Indogrosir dalam Meningkatkan Reputasi Perusahaan. Dalam penelitian ini, peneliti akan melakukan pengambilan data di toko Indogrosir Kemayoran yang terletak di Jakarta Pusat. Hal yang menarik perhatian peneliti untuk mengambil objek penelitian di Indogrosir tidak terlepas dari perkembangan dunia retail semakin meningkat, baik dari penjualan dan keuntungannya. Jenis penelitian yang digunakan yaitu menggunakan metode kualitatif dengan pendekatan deskriptif. Penelitian ini menggunakan paradigma konstruktivis sebagai dasar penelitian, di mana paradigma ini melihat pengamatan dan objektivitas untuk menemukan realitas ilmu pengetahuan.
Strategi Peningkatan Engagement Melalui Produksi Konten dan Preferensi Audiens Fikriyah, Siti Hailatul; Sulistyo, Ponco Budi; Tomohardjo, Irmulansati
Jurnal Dinamika Ilmu Komunikasi Vol 11, No 2 (2025)
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/dinamika.v11i2.5465

Abstract

Digital media development has encouraged Sasmita Jaya Foundation to utilize it as an information and marketing medium by using SJ TV YouTube channel which presents various content, but faces challenges in increasing audience engagement. Study aims to determine the strategy for increasing engagement through content production and audience preferences using the SOME model and audience engagement. Research approach is qualitative with a case study method. Data were collected through observation, documentation, and interviews with informants from Head and Production Division of SJ TV, practitioners and academics as content creators, subscriber and viewer of SJ TV. Results of study show the content type, upload consistency, and suitability with audience preferences are implemented to increase engagement. Share strategy has been proven to be a determinant of content success. Optimize strategy is data based approach and effective trend analysis that increases engagement. Manage strategy shows professional and structured internal management. Engage strategy has succeeded in creating active audience engagement. Audience engagement through content engagement is carried out by compiling relevant content, educational value, and touching emotional aspects of audience. Audience engagement through media engagement presents a responsive and interesting viewing experience. Audience engagement through engagement marketing activities has succeeded in increasing engagement significantly.
IMPLEMENTATION OF MARKETING PUBLIC RELATIONS STRATEGIES IN INCREASING THE EXISTENCE OF SAYURBOX Arisnandhy, Doni; Tomohardjo, Irmulansati; Ridaryanthi, Melly
Jurnal Visi Komunikasi Vol 24, No 02 (2025): November 2025
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/visikom.v24i02.32912

Abstract

In the era of global competition, companies are required to enhance performance and business activities. Marketing plays a crucial role, yet extensive promotions incur significant costs. The internet and online shopping have transformed businesses, particularly e-grocery. Sayurbox leverages digital platforms but faces challenges like changing consumer behavior and layoffs due to mismatched target markets. Companies must build a strong reputation beyond product quality. MPR acts as a bridge between companies and consumers. This study analyzes MPR implementation in enhancing Sayurbox's existence. The research methodology employs a qualitative approach with a case study. Data was collected through interviews with the public relations manager, and five consumers of Sayurbox. The implementation of Marketing Public Relations (MPR) by Sayurbox includes structured PR strategies, a focus on positive image building through company values, and transparent crisis management. Effective communication strategies are used for new product launches. Sayurbox adopts a combination of pull, push, and pass strategies to expand market reach. Pull strategies emphasize customer interaction via social media and events. Push strategies include promotions, bundle deals, loyalty programs, and endorsements. Pass strategies involve community relations and social responsibility. Strong negotiation skills are also a key advantage.
When local virtues meet national policy: Adaptation communication strategies of the Kasepuhan Citorek comunity in the Bayah Dome Geopark Dewi Sad Tanti; Irmulansati Tomohardjo; Mochamad Taufiq Hidayat; Burhanuddin Mujtaba; Darwis Sagita
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 9, No 2 (2024): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v9i2.1540

Abstract

The Kasepuhan Citorek Indigenous Community preserves natural equilibrium through its unique agriculture techniques. The establishment of the Bayah Dome Geopark Program offers hope for sustainable tourism, but it also raises worries about disrupting the previously preserved environmental balance. This research investigates the Citorek community's response to policy and environmental changes using the ideas of development communication, participation, adaptation communication, and populism. The case study technique, which includes in-depth interviews and participant observation, exposes a populist narrative from the government or local elites about the geopark. Collaboration among the government, academics, and local people is critical to sustainable geopark development, with social capital and community engagement playing major roles. The key proposal is to improve the synergy of local-national policy and promote tourism that protects environment and culture.
Driving Engagement: How Information Quality and Event Marketing Shape Toll Road Companies' Image on Instagram Salfhaoctha Friemay Aliefia Poetry; Leila Mona Ganiem; Irmulansati Tomohardjo
Journal of Dialogos Vol. 2 No. 1 (2025): Journal of Dialogos - February
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/qp6w6h45

Abstract

PT Jasa Marga, as a company in the field of transportation services and toll road management infrastructure in Indonesia, faces the challenge of understanding and utilizing the potential of social media to build a positive corporate image. Pre-surveys to followers indicate a fairly good understanding of the company's basic information, but need improvement in certain information such as rest areas, toll rate discounts, and "Jumat Kuis" programs. This research aims to provide new insights and strategic guidance for PT Jasa Marga in building and maintaining its corporate image through Instagram considering that a positive corporate image can increase public trust in the company, from this trust which will ensure that toll road users will feel safe and comfortable using the services provided, especially toll road services. This study used Stimulus-Response theory. This study uses quantitative methodology, positivism paradigm, with explanatory research type, using survey methods and simple linear regression analysis tests. Data from this study was taken through a google form survey with respondents as many as 100 Instagram followers @official.jasamarga. The results of this study show that the Sig (2-tailed) value between the variables of information quality and event marketing with the image of each company is 0.000 where this value is smaller than 0.005 and it can be concluded that there is a significant relationship between the variables of information quality and event marketing on the company's image. Informative content is recognized as important in shaping positive perceptions, while event marketing strategies such as "Jumat Kuis" are effective in building positive interactions. Nevertheless, the study highlights areas that need further attention, such as increasing information related to rest areas and toll tariff discounts in the content presented.
Co-Authors Afdal Makkuraga Putra Amirullah Munawir Arisnandhy, Doni Aunul, Sofia Bari Santoso Burhanuddin Mujtaba Darwis Sagita Dewi Sad Tanti Farid Belgama Ridho Fauzi Nur Iman Fikriyah, Siti Hailatul Haekal Fajri Amrullah Heri Budianto Ida Anggraeni Ananda Ispawati Asrie Jatu Hendra Permana, Mikhael Leila Mona Ganiem Leila Mona Ganiem Lukman Khakim, Lukman M. Yogi Riyantama Isjoni Melly Ridaryanthi, Melly Mikhael Jatu Hendra Permana Mochamad Taufiq Hidayat Mokhtarrudin Ahmad Mona Ganiem, Leila Noviana Noviana Poetry, Salfhaoctha Friemay Aliefia Ponco Budi Sulistyo Ridho, Farid Belgama Risdawati, Risdawati Salfhaoctha Friemay Aliefia Poetry Salim, Muhammad Rizki Samsul Hadi Santa Margaretha Niken Restaty Savitri, Gusti Devy Sinuraya, Veny Florencia