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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) Wacana: Jurnal Ilmiah Ilmu Komunikasi Petra International journal of Business Studies (IJBS) Jurnal Ilmiah Wahana Pendidikan Jurnal Selasar KPI: Referensi Media Komunikasi dan Dakwah
Huwae, George Nicholas
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Socialization as Integrated Marketing Communication Strategy in Increasing Brand Awareness (Case study "Solo Destination" Application of Solo City Government) Wijaya, Lina Sinatra; Vanel, Zon; Huwae, George Nicholas; Kristanto, Budhi
Petra International Journal of Business Studies Vol 3 No 1 (2020): JUNE 2020
Publisher : Master of Management Study Program, Faculty of Business and Economics - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/ijbs.3.1.54-63

Abstract

The rapid development of technology makes a city government communicate with the community while building or improving its image. This condition provides its advantages for cities that have a good image, such as increasing the investors, revenue in the tourism sector and cities, and also the development of the cities. The purpose of this study is to socialize the Solo Destination Application to increase brand awareness of the society toward this application. This is descriptive qualitative research and the sample of the population is represented by 131 students from one junior high school, one senior high school and also 100 PKK (Family Welfare Organization) members in two sub-districts in Solo city. The result shows that to increase the awareness of the society in using the application, socialization should be done by the Solo city government to disseminate evenly to strategic targets such as to most of the junior/senior high schools, all the sub-districts citizens and also to other government offices in Solo as a whole. Besides, the use of word of mouth campaigns to ensure that the marketing strategy through social media such as Facebook and Instagram should also be put to the highest and best use.
Strategi Integrated Marketing Communication Mossa Coffee untuk Meningkatkan Brand Awareness Luturmas, Natan; Vanel, Zon; Huwae, George Nicholas
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol. 7 No. 3 (2023): October
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jppsh.v7i3.70114

Abstract

Dalam era persaingan bisnis yang semakin ketat dan munculnya berbagai coffee shop di Indonesia Mossa Coffee diharapkan mampu bersaing dengan kompetitor lainnya. Namun, untuk bertahan dan sukses dalam pasar yang kompetitif ini, Mossa Coffee perlu mengembangkan Brand Awareness yang kuat dan berkelanjutan. Penelitian ini bertujuan untuk menginvestigasi dan menganalisis efektifitas strategi Integrated Marketing Communication (IMC) dalam meningkatkan Brand Awareness Mossa Coffee. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Data akan dikumpulkan melalui wawancara mendalam, dokumentasi, dan survey terhadap masyarakat yang datang mengunjungi Mossa Coffee. Data akan dianalisis secara deskriptif untuk mengidentifikasi praktik terbaik dan hambatan yang dihadapi oleh Mossa Coffee dalam upaya meningkatkan Brand Awareness-nya. Hasil dari penelitian ini diharapkan akan memberi wawasan mendalam tentang bagaimana strategi IMC diterapkan dan memengaruhi Brand Awareness Mossa Coffee. Penelitian ini akan membantu menggambarkan praktik dan tantangan yang dihadapi oleh Mossa Coffee dalam upaya membangun Brand Awareness yang kuat. Temuan penelitian ini akan memiliki potensi untuk menjadi panduan bagi pemilik Mossaa Coffee dan praktisi pemasaran dalam memperbaiki strategi mereka.
Strategi Komunikasi Government Relations Pemkot Dalam Usaha Branding Salatiga Sebagai Kota Gastronomi Kurnia, Jessica Meisya; Huwae, George Nicholas
Jurnal Selasar KPI : Referensi Media Komunikasi dan Dakwah Vol 4 No 2 (2024)
Publisher : IAINU Kebumen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33507/selasar.v4i2.2274

Abstract

This study focuses on the efforts to brand Salatiga as a Gastronomy City through Government Relations) communication strategies. Salatiga, with its rich cultural and culinary heritage, has significant potential to become a gastronomy city. However, various challenges, such as a lack of coordination among stakeholders and insufficient promotion, hinder the achievement of this goal. The Salatiga City Government seeks to overcome these obstacles through programs that involve multiple parties, but issues such as inconsistent messaging and limited supporting facilities remain. This research aims to analyze the communication strategies used in branding Salatiga as a Gastronomy City and to provide recommendations for enhancing the effectiveness of Government Relations in local tourism development. The research method used is qualitative, involving interviews with the Public Relations team of the Salatiga City Government. The findings indicate that Salatiga's branding strategy is still weak and inconsistent. The Salatiga City Government is expected to maximize the city's gastronomic potential and increase public awareness of Salatiga's branding as a Gastronomy City.
Strategi Komunikasi INEWS TV Dalam Menjalin Kerjasama Sponsorship Pada Program Koalisi Tawa Enzelita, Desy; Huwae, George Nicholas
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 24.2 (2024): Jurnal Ilmiah Wahana Pendidikan 
Publisher : Peneliti.net

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

Abstract

Television is a medium that business people often use to market their products. On the other hand, television media will receive financial support to run television programs. iNews TV is one of the television media that exists at the national level. iNews TV provides news programs and non-news programs, one of which is the Tawa Coalition program. This research aims to find out iNews TV's communication strategy in establishing sponsorship cooperation and how sponsorship is implemented in the Tawa Coalition program on iNews television. The method used in the research is the descriptive qualitative method. Data was obtained through observation and in-depth interviews with staff at iNews TV. The results show that iNews TV applies three communication strategy theories, namely Pull Strategy, where iNews TV conducts research in designing the Tawa Coalition program airing schedule to see which schedule will provide high performance so that it is easier to reach the audience; Push Strategy which is a communication strategy carried out in the internal environment of iNews TV, in this case the role of the Implementer is needed as a communication bridge between the Sales team and the Production team in implementing sponsorship benefits, and Profile Strategy where iNews TV maintains its image by improving program performance to open up opportunities for sponsorship cooperation. The sponsorship planning strategies carried out are adjusting the target audience of the program and brand (Target Audience Reach), changing the theme of the program and the product to be advertised (Compatibility with Company's or Brand Positioning), and packaging the message that the brand wants to convey in the form of sponsorship benefits (Message Capacity). The sponsorship benefits are implemented through the Pre-Production, Production, and Post-Production stages. At each stage, iNews TV provides a material review to the client to see if the benefit of sponsorship is following what the client wants.
Implementasi Media Spectrum Strategy Model Solo Art Market Untuk Meningkatkan Social Engagement Vanel, Zon; Wijaya, Lina Sinatra; Dewi, Gracelia Audriana; Huwae, George Nicholas
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 1 June 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i1.4642

Abstract

Solo Art Market (SAM) faces challenges in fostering social engagement in an increasingly competitive digital era. This study aims to evaluate the implementation of the Media Spectrum Strategy Model based on the PESO approach (Paid, Earned, Shared, Owned) in SAM’s communication strategy. Using a qualitative descriptive method, the research analyzes the effectiveness of various media types, including social media, websites, and third-party coverage. The findings reveal that the PESO strategy successfully enhances social engagement and strengthens SAM’s reputation. Paid media contributes to broader exposure through a new website, owned media like Instagram provides control over messaging, earned media builds credibility through positive press, and shared media facilitates direct, authentic interaction with the audience. These results suggest that media synergy within the PESO model is effective in fostering stronger relationships between art institutions and their communities. The implications of this study are expected to serve as a strategic reference for other art organizations seeking to enhance social engagement and audience loyalty in the digital age.
Co-Authors Dewi, Gracelia Audriana Enzelita, Desy Kristanto, Budhi Kurnia, Jessica Meisya Lina Sinatra Wijaya Luturmas, Natan SATRIYAS ILYAS Zon Vanel