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All Journal Petra International journal of Business Studies (IJBS) Journal Media Public Relations Petanda : Jurnal Ilmu Komunikasi dan Humaniora
Huwae, George Nicholas
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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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.
TAKTIK HUMAS DALAM MEMBANGUN BRAND AWARENESS DESTINASI WISATA GOA GONG DI DESA KESAWEN KABUPATEN PURWOREJO Widyastuti, Oktavia Ratna; Huwae, George Nicholas
Journal Media Public Relations Vol. 5 No. 1 (2025): Journal Media Public Relation (JMP)
Publisher : Program Studi Ilmu Komunikasi Universitas Tulang Bawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/jmp.v5i1.2549

Abstract

Penelitian ini bertujuan untuk mengeksplorasi taktik humas yang diterapkan oleh desa Kesawen dalam membangun kesadaran merek melalui media sosial. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif, yang melibatkan pengumpulan data melalui wawancara, observasi, dan dokumentasi. Kemudian untuk validitas data menggunakan trianggulasi teknik yaitu dengan membandingkan hasil wawancara dengan hasil observasi dan juga media sosial. Hasil penelitian menunjukkan bahwa desa ini telah menerapkan taktik humas dalam membangun brand awareness. Written Tactic, yaitu mempublikasikan informasi melalui buletin atau koran (the newsletter); Spoken Tactics menggunakan kesempatan berbicara dengan menjawab pertanyaan wartawan (special types of speaking opportunities) dan komunikasi antarpribadi (word of mouth); Visual Tactics yaitu pemanfaatan elemen visual seperti penggunaan foto dan video (Televisi dan Still Photography atau Foto) melalui media sosial yang dimiliki. Meskipun desa Kesawen memiliki akun media sosial yaitu Instagram, penggunaannya tidak optimal, dan informasi mengenai desa ini masih kurang tersebar luas. Dari penelitian ini menegaskan bahwa untuk tingkat brand awareness desa tersebut sebagai destinasi wisata dapat dijadukan dasar bagi pemerintah desa Kesawen dalam merancang pengembangan desa wisata. Dalam hal tersebut taktik humas berperan penting mulai dari promosi hingga sarana komunikasi yang efektif.
Strategi Word of Mouth UMKM Tumpang Mbak Painem untuk Brand Awareness Mardiyana, Dienesti Aurelia; Huwae, George Nicholas
Petanda: Jurnal Ilmu Komunikasi dan Humaniora Vol 7, No 3 (2025): Desember 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/petanda.v7i3.6164

Abstract

The culinary business competition in Salatiga City has become increasingly intense, particularly among micro, small, and medium enterprises (MSMEs) offering similar products. The digital shift in consumer behavior requires business owners to adapt to modern marketing communication strategies. However, some traditional MSMEs still rely on conventional promotion methods, including Tumpang Mbak Painem, which sustains its business through Word of Mouth (WOM). This study aims to analyze the effectiveness of WOM in building brand awareness. The research employs a descriptive qualitative approach through in-depth interviews, observation, and documentation. The findings reveal that WOM plays a crucial role in introducing and strengthening the brand image through personal recommendations, customer testimonials, and the sharing of positive experiences. Moreover, online reviews on Google Review enhance consumer trust and indicate a transition toward a hybrid WOM model—combining offline and online communication. The brand awareness level of Tumpang Mbak Painem falls within the brand recall category, meaning consumers can remember the brand without external stimuli. Developing a hybrid WOM strategy is recommended to expand brand reach in the digital era.
Co-Authors Kristanto, Budhi Lina Sinatra Wijaya Mardiyana, Dienesti Aurelia SATRIYAS ILYAS Widyastuti, Oktavia Ratna