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All Journal Komunikator WARTA Komuniti : Jurnal Komunikasi dan Teknologi Informasi ARISTO BERDIKARI : Jurnal Inovasi dan Penerapan Ipteks Jurnal Surya Masyarakat Kontribusia : Research Dissemination for Community Development Jurnal Surya Masyarakat Community Empowerment DedikasiMU: Journal of Community Service Universitas Muhammadiyah Yogyakarta Undergraduate Conference Proceeding Prosiding Seminar Nasional Program Pengabdian Masyarakat Analogi Jurnal Audiens Proceedings of Jogjakarta Communication Conference (JCC)
Sudiwijaya, Erwan
Communication Department Universitas Muhammadiyah Yogyakarta
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Representasi Perempuan dan Budaya Konsumen dalam Iklan Shopee 9.9 2024 Ekawati, Sheilla; Daksa, Farrel Aditya; Azzuhdi, Abdurrohman Naufal; Sudiwijaya, Erwan
Jurnal Audiens Vol. 6 No. 1 (2025): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i1.566

Abstract

This research analyzes the representation of women and consumer culture in the Shopee 9.9 advertisement of 2024. Using semiotic methods, this research explores how women are portrayed in the advertisement, particularly in relation to gender stereotypes. The research findings indicate that the portrayal of women reinforces conventional beauty standards and passive femininity, as well as promotes a culture of consumption through visual cues and product placement. These representations play an important role in shaping the image of femininity and shopping activities, in line with societal trends in digital consumption. This representation not only shapes society's perception of women as symbols of aesthetics but also influences consumer decisions regarding the advertised products. Moreover, the elements of consumer culture in this advertisement reflect a glamorous lifestyle, trends in luxury goods consumption, and online shopping habits as part of the modern consumer identity.
Relasi Gender dan Hegemoni Laki-laki dalam Iklan Tropicana Slim Edisi Ramadhan 2024 Mustofa, Anugrah Fajar; Fitri, Inaya Erwansyah; Maulia, Suci; Sudiwijaya, Erwan
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.551

Abstract

This research aims to understand how gender relations and male hegemony are portrayed in the Tropicana Slim advertisement for the 2024 Ramadan edition. By using gender and hegemony theory to explore how these gender relations and hegemony manifest. This research uses Roland Barthes' semiotic research method to discuss and identify the signs that appear in the Tropicana Slim Ramadan 2024 advertisement. The study finds that the Tropicana Slim Ramadan 2024 advertisement represents the positions of men and women within the family environment. Gender equality is about obtaining rights, obligations, treatment, evaluation, and opportunities for both men and women in their work. The relationship between husband and wife still influences harmony within the family environment, because they each have roles that must be fulfilled.
Marketing Communication Strategy of Pesona Maidah Bakery Based on Personal Selling in 2024 Juliana, Silvia Ayu; Sudiwijaya, Erwan
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This study aims to describe the marketing communication strategy based on personal selling implemented by Pesona Maidah Bakery in 2024. Employing a descriptive qualitative approach, data were collected through structured interviews and field observations and analyzed using Miles and Huberman's model. The findings reveal that personal selling was carried out intensively and relationally by sales personnel through strong interpersonal approaches, including empathetic communication, suggestive persuasion techniques, product sampling, and attractive promotional offers. Sales agents actively targeted strategic locations such as traditional markets and public areas to find prospective customers, fostered emotional connections through informal conversations, and maintained customer loyalty via follow-up communication on WhatsApp. The product advantages communicated include the use of premium ingredients, absence of preservatives, and daily fresh production. The analysis indicates that this strategy effectively fosters emotional closeness, builds trust, and enhances customer loyalty. The personal selling strategy of Pesona Maidah Bakery reflects the principles of Relationship Marketing, emphasizing not merely transactional outcomes, but the development of long-term relationships with consumers through human-centered, adaptive, and consistent communication.
Golden Dimsum’s Word of Mouth Strategy in Increasing Sales During 2023 - 2024 Farransahad, Bazlin Fania; Sudiwijaya, Erwan
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This research explores the implementation of word-of-mouth (WoM) marketing strategy by Golden Dimsum to enhance sales performance during the period of 2023–2024. The strategy was selected for its effectiveness, low cost, and ability to establish strong customer relationships. Utilizing a descriptive qualitative approach, data were obtained through interviews and documentation and analyzed using the Miles and Huberman interactive model. The results indicate that the WoM strategy was executed through five key dimensions: talkers, topics, tools, talking part, and tracking. Promotional messages were naturally disseminated by loyal customers, as well as the business owner's family and acquaintances. The most frequently discussed aspects included product taste, pricing, and service quality. Instagram and TikTok functioned as the primary communication platforms, supported by direct engagement from the owner. Continuous monitoring of customer comments and reviews was conducted to maintain satisfaction. The study concludes that WoM marketing effectively sustained sales and expanded market reach, suggesting its relevance as a strategic model for micro, small, and medium enterprises (MSMEs) in the digital era.
Instagram Content Management for Interaction During the Covid 19 Pandemic Sudiwijaya, Erwan; Sofyan, Nur
ARISTO Vol 10 No 1 (2022): January
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ars.v10i2.4066

Abstract

Physical restrictions imposed during the pandemic stopped all concert activities, but @ykvvknd kept interacting with their followers. This study uses qualitative descriptive research method, where researchers collect data through field study techniques (interviews, observations, and document collection). These three data were collected through interviews. Our informant is the owner and manager of @ykvvknd content. Observations were made in the comment column for each @ykwknd content and document collection from articles in mass media. Authentic engagement is the only proven way for Instagram account managers to understand Gen Z, listen to them, and start forming relationships. Two-way communication among opinion leaders in their circle of friends is based on a high level of trust in opinion leaders.
Peningkatan Ketrampilan Guru SD dalam Pembuatan Video Pembelajaran dengan Menggunakan Telepon Cerdas Slamet Riyadi; Erwan Sudiwijaya; Apriliya Kurnianti; Arif Bintoro Johan
Jurnal Surya Masyarakat Vol 6, No 1 (2023): November 2023
Publisher : Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26714/jsm.6.1.2023.104-110

Abstract

Learning in digital era demands innovation of learning materials where video is one of the attractive materials. Unfortunately, many teachers don't have skills to make learning videos, including some teachers at the Muhammadiyah Elementary School in Godean. Therefore, this program aims to improve the skills of partners in making learning videos. The main equipment used is a cell phone which is owned by all teachers so there is no need to procure additional equipment. The steps carried out are preparation, implementation and evaluation. Preparations have been made by discussing with partners about the training to be held. The training was completed on April 9, 2022 at the UMY Information Technology Laboratory, attended by 37 teachers from three Muhammadiyah elementary schools in Godean District. Participants received theory and immediately practiced making videos using their respective cell phones. Training evaluation was carried out using pre and post tests as well as observation. This program has succeeded in increasing teachers' knowledge and skills in making learning videos with a significant increase in pre-test and post-test results of 54.7%.
Klaim Superlatif dan Penyesatan dalam Iklan Lux dan Shopee terhadap Tinjauan Etika Nadia Safira Putri; Cut Amelia Hasymi; Salsabila Andiasari Banowati; Erwan Sudiwijaya
ANALOGI Jurnal Ilmu Sosial dan Humaniora Vol 4 No 1 (2026)
Publisher : Universitas Muhammadiyah Klaten

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61902/analogi.v4i1.1504

Abstract

Advertising plays a crucial role in marketing by conveying information about goods and services to consumers. It has evolved beyond mere promotion to influence consumer perceptions and behaviors, especially in the context of globalization and technological advances. However, ethical challenges have emerged, including misleading information and the exploitation of vulnerable groups, which can result in negative social impacts. This research employs a qualitative descriptive approach to analyze potential breaches of the Indonesian Advertising Ethics Code as observed in the Lux Hijab Series and Shopeepay Later advertisements. Key violations included the use of superlative language, misleading claims about product ingredients, and religious exploitation for marketing purposes. The study highlights the importance of adhering to ethical advertising practices and the legal obligations tied to transparency and accountability in marketing communications. Findings suggest the need for careful consideration of ethical standards in advertising to avoid consumer deception, thereby contributing valuable insight into the significance of ethical adherence in promotional activities.
Representasi Peran Perempuan dan Kesetaraan Gender dalam Iklan Skincare Forebie Muhammad Adnan Sukhfi; Rafi Hadrian Pratista; Erwan Sudiwijaya
ANALOGI Jurnal Ilmu Sosial dan Humaniora Vol 3 No 2 (2025)
Publisher : Universitas Muhammadiyah Klaten

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61902/analogi.v3i2.1510

Abstract

Abstract This study examines the representation of women's roles and gender equality in Forebie skincare advertisements on social media platforms, particularly Instagram and TikTok. While women's representation in advertising has historically been constrained by gender stereotypes, the emergence of feminism and "femvertising" trends has led to more diverse and empowering portrayals. Using a qualitative approach with a case study design, this research analyzes how Forebie communicates gender equality messages through visual and narrative elements in their advertisements. Through semiotic analysis of images, text messages, symbols, and overall advertising tone, the study evaluates whether Forebie perpetuates traditional gender stereotypes or offers a more progressive perspective. The findings reveal a complex interplay between commercial interests and gender representation, where Forebie shows potential for promoting more inclusive narratives while still occasionally reinforcing traditional beauty standards. The analysis identifies opportunities for local brands to utilize social media in advancing gender equality discourse, though challenges remain in balancing market demands with progressive representation in Indonesia's traditional social context.
Marketing Communication Strategy through Instagram social media @meraciklatte to increase consumer purchasing interest Fatur Rahman Subhan; Erwan Sudiwijaya
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This study aims to analyze the marketing communication strategy through the Instagram social media account @meraciklatte in increasing consumer purchasing interest in coffee and matcha sachet products. This study uses a descriptive qualitative method with a phenomenological approach. Data were obtained through in-depth interviews with owners, social media admins, and consumers, and supported by Instagram content documentation. The analysis was conducted based on the stages of content marketing in the Marketing 4.0 concept and the AISAS (Attention, Interest, Search, Action, Share) model. The results show that the marketing communication strategy of @meraciklatte is carried out through setting clear goals, mapping the target market of the younger generation and urban consumers, planning and creating aesthetic and informative visual content, consistent distribution, reinforcement through interaction and collaboration, and evaluation based on Instagram insights. These strategies are able to build attention, interest, information searches, and encourage purchasing actions and sharing activities by consumers. Thus, Instagram plays an effective role as a marketing communication medium in increasing consumer purchasing interest at Meraciklatte.
Representasi Kulit Putih sebagai Standar Kecantikan Perempuan di Indonesia dalam Iklan Scarlett Whitening Kumara, Anindya Listya; Zahira, Nathania; Sudiwijaya, Erwan
Jurnal Audiens Vol. 6 No. 4 (2025): Desember
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i4.559

Abstract

The research aims to determine how white skin is represented in Scarlett Whitening advertisements. This research uses Roland Barthes' semiotic method. This research utilizes the theory of representation and beauty standards in media. The findings of this study are that in Scarlett Whitening advertisements; the representation of white skin becomes the standard of female beauty in Indonesia. This is evident from, first, the myth of Indonesian women's beauty is standardized in the form of a slender female body with white facial and body skin. Second, the myth that skin color changes require time and consistent care. This creates unrealistic expectations because it ignores the fact that skin color change requires a process and consistent care over a certain period. Third, the use of Korean girl bands as models suggests that the beauty standards being promoted are global beauty standards influenced by the South Korean entertainment industry. The use of Korean girl band models reflects how local beauty standards have been influenced by the globalized South Korean entertainment industry.
Co-Authors Aly Aulia Ansar Suherman, Ansar Arif Bintoro Johan Arifianto, Budi Dwi Ayu Amalia Ayu Amalia Azzuhdi, Abdurrohman Naufal Cut Amelia Hasymi Daksa, Farrel Aditya Ekawati, Sheilla Fajar Junaedi Farransahad, Bazlin Fania Fatur Rahman Subhan Filosa Gita Sukmono Firmansyah, Fathoni Fajar Fitri, Inaya Erwansyah Juliana, Silvia Ayu Khairiyah, Rizqi Lailatul Khrisna Abi Sukmana Kumara, Anindya Listya Kurnianti, Apriliya Kuskridho Ambardi Kuskridho Ambardi Maulia, Suci Muhammad Adnan Sukhfi Muhammad Alifian Razandi Muhammad Arya Adhi Maulana Mustofa, Anugrah Fajar Nadia Safira Putri Nur Sofyan Nur Sofyan Rafi Hadrian Pratista Salsabila Andiasari Banowati Slamet Riyadi Slamet Riyadi Sukmono, Filosa Gita Tossy Santoso Zahira, Nathania