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Widiyowati, Estu
Universitas Slamet Riyadi, Surakarta, Jawa Tengah
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The STRATEGI KOMUNIKASI PEMASARAN INDUSTRI KERAJINAN SANGKAR DIAMOND DI MOJOSONGO BOYOLALI Setiaji, Agus; Hindra Hastuti, Nurnawati; Widiyowati, Estu
Solidaritas Vol 8 No 1 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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The aim of this research are the author discusses the application of a communication strategy used in industrial marketing for Diamond bird cage crafts in Mojosongo Boyolali. The aim of this research is to find out the communication strategies used by Diamond bird cage craftsmen in marketing their industrial products. The research method used is descriptive qualitative by examining an existing problem and obtaining data directly. In this research, data collection techniques were used through direct observation or on-site observations and interviews with the relevant sources. As well as analyzing the data by examining the problem then based on existing theories. The results of this research are from data obtained by the author from interviews with relevant sources, it can be concluded that diamond cage craftsmen in Mojosongo Boyolali can implement marketing communication strategies in the form of marketing mix strategies in an effort to increase the number of sales after the Covid-19 pandemic. The sales strategy is carried out by holding bird contest events and using the online media Facebook and Instagram. Keyword:Strategy,BirdCage,Marketing
Aktivitas Komunikasi Pemasaran Digital Pada Toko Antik Keris Melalui Marketplace Shopee Untuk Meningkatkan Penjualan Nagara, Michael Isra; Hastuti, Nurnawati Hindra; Widiyowati, Estu
Solidaritas Vol 8 No 1 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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In modern times like now, people have started to switch to using digital media to carry out their daily activities, including in the field of marketing. Antik Keris Shop is one of the many businesses that choose to market their products online. Antik Keris Shop chose the Shopee marketplace as a means to market its products. Digital marketing communication activities can be used to achieve an increase in sales. By using marketing communication activities, the Antik Keris shop is able to influence consumers' interest in choosing the products offered. The aim of this research is to determine and analyze the digital marketing communication activities of the Antik Keris shop on the Shopee marketplace to increase sales. This research uses the concept of Digital Marketing Communication by Philip Kotler and Gary Armstrong. The research method used by researchers in this research is a qualitative method with a descriptive approach. Data collection techniques were carried out by researchers through interviews and documentation. The results of this research show that the Antik Keris shop uses digital marketing communication activities to increase sales. The digital marketing communication activities used include advertising and sales promotions. The two digital marketing communication activities used will complement each other to achieve an increase in sales. Keywords : Digital Marketing Communication, Shopee Marketplace, Increased sales
Peran Komunikasi Organisasi dalam Meningkatkan Loyalitas Karyawan McDonalds The Park Solo Baru Islamnudin, Rifky Uchwa; Wangi, Maya Sekar; Widiyowati, Estu
Solidaritas Vol 8 No 1 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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The aim of this research is to find out the role of organizational communication in an effort to increase employee loyalty at McDonalds' The Park Solo New. Informer determination technique using purposive sampling. Data collection using interview and documentation techniques. Triangulation is the triangulation of sources and methods. Data analysis techniques use qualitative analysis. The new Park Solo consists of upward communication, downward communication and horizontal communication. Downward communication is a form of instruction and also supervision of its employees, upwards communication is the form of employee participation to the organization while horizontal communications is the coordination in the execution of work at The Park Solo New. Organizational communication plays a role in increasing employee loyalty.
Strategi Komunikasi Generasi Baru Indonesia Solo pada Sosialisasi QRIS Sebagai Literasi Penggunaan Pembayaran Non Tunai di Kota Solo widias ningrum, evilia hera; Kusumo Aji, Haryo; Widiyowati, Estu
JURNAL KOMUNITAS Vol. 10 No. 2 (2024): Jurnal KOMUNITAS, Vol. 10, No. 2, Edisi September 2024-Februari 2025
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/jkom.v10i2.1760

Abstract

QRIS (Quick Response Code Indonesian Standard) is one of the technological developments in the field of non-cash payment systems whose aim to make transactions easier. The low level of knowledge of the people of Solo City about QRIS has resulted in the lack of interest of the people of Solo City in using QRIS. GenBI Solo is a community of Bank Indonesia scholarship recipients whose aim to communicate Bank Indonesia policies. Researchers used Anwar Arifin's communication strategy with a qualitative approach. Data obtained through interviews, observation and literature study. The aim of this research was to find out the communication strategy used by GenBI Solo in socializing the QRIS program as a literacy tool for the Solo city community in the use of non-cash payments. The results of this research were: (1) getting to know the audience for QRIS socialization, namely UMKM and buyers. (2) formulate the objective, namely to introduce and explain the advantages of QRIS and receive complaints from the people of Solo City regarding QRIS, (3) compose a message that is easy to understand, packaged attractively and follows operational standards using the resolving and persuading method. (4) media selection as an information medium.
KOMUNIKASI INTERPERSONAL ANTARA TOUR GUIDE DAN PENGUNJUNG DALAM MEMBANGUN RASA CINTA KEBUDAYAAN DI PURA MANGKUNEGARAN SOLO Salim, Muhammad; Sarjono, Herning Suryo; Widiyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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Pura Mangkunegaran Solo is one of the cultural heritage sites in Indonesia which has high historical and cultural value. Efforts to preserve culture through education and cultural tourism are one of the focuses of the management of Mangkunegaran Temple. This research aims to analyze interpersonal communication between tour guides and visitors in building a sense of cultural love at Pura Mangkunegaran Solo. The research method used is qualitative with a descriptive approach. The research results show that interpersonal communication between tour guides and visitors at Pura Mangkunegaran Solo plays an important role in building a sense of cultural love. This research also found that there are several factors that influence the quality of interpersonal communication between tour guides and visitors. Tour guides apply several dimensions of communication patterns, including Openness, Trust, Empathy, Caring, Self-Awareness, Clarity, Accuracy, Relevance, Efficiency and Flexibility, to convey information about the history, culture and traditions of Mangkunegaran Temple to visitors.
Strategi Komunikasi Pemasaran Museum Private Tumurun Dalam Mempertahankan Kunjungan Wisatawan Dewi, Rodhita Permana; Hindra H, Nurnawati; Widiyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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Museums are often considered ancient and scary by some people because the atmosphere and place seem old school. However, several museums in Indonesia, including the Tumurun Private Museum, have succeeded in changing this view by presenting interesting collections of modern and contemporary art. This museum is not only intended as a place to store works of art, but also as an educational venue and to introduce local artists to the millennial generation. This research aims to identify the marketing communication strategies used by the Tumurun Private Museum to maintain its attractiveness to visitors. Researchers used descriptive qualitative research methods with data collection techniques of observation, documentation, interviews and surveys. In collecting data, researchers conducted interviews with assistant managers and tour guides as managers and employees who took part in implementing marketing communication strategies in maintaining tourist visits at the museum and conducted interviews with visitors using the purposive sampling method. Based on the results of research analysis, the management of the Tumurun Private Museum carries out marketing communication strategies to maintain tourist visits to the museum, namely by advertising, Sales Promotion, Public Relations, Personal Selling and Events. Experiences (event experience). The conclusion of this research is that with the marketing communication strategy carried out by the museum management, the Tumurun Private Museum succeeded in maintaining tourist visits. This is evident from the fact that many people are starting to know about the Tumurun Private Museum, which has attracted their interest in visiting the museum. This shows that the right communication strategy can bring success in attracting and retaining visitors. Keywords: Marketing communication strategies, Integrated Marketing Communication, Tumurun Private Museum.
WORD OF MOUTH SEBAGAI STRATEGI KOMUNIKASI PEMASARAN SANGGAR WAYANG PURWANTO Nur Wibowo, Pratama; Suryo, Herning; Widiyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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ABSTRACT Wayang is a popular traditional art from Indonesia, especially in Java. On November 7, 2003, UNESCO recognized wayang kulit as a world cultural heritage, emphasizing the importance of preserving this art. In the era of globalization, fierce competition requires MSMEs, including art businesses, to implement effective marketing strategies in order to survive. One strategy that has proven effective is Word of Mouth or word-of-mouth promotion. Sanggar Wayang Purwanto, a traditional business in Central Java that was established in 1976, utilizes this strategy in marketing. Therefore, this study was conducted to describe the application of the Word of Mouth strategy in the Purwando Puppet Studio. The research method used was qualitative with the main respondents Mr. Purwanto, the owner of the studio, and his consumers. The results of the study show that Sanggar Wayang Purwanto uses two types of Word of Mouth: Amplified Word of Mouth triggered by the company, and Organic Word of Mouth which arises naturally from consumers. There are five key elements in the application of Word of Mouth in this studio: (1) Talkers—speakers from customers and close networks, (2) Topic—product quality, competitive prices, and friendly service, (3) Tools—direct communication and traditional information dissemination, (4) Talking Parts—engaging consumers through active responses, and (5) Tracking—monitoring customer satisfaction and responses without special supervision. But by maintaining quality and service. Keywords: marketing communication, word of mouth, puppet studio
KOMUNIKASI PEMASARAN WAHANA CIPTA SINATRIA DALAM MENDUKUNG DESA WISATA SUMBERBULU, KECAMATAN MOJOGEDANG, KABUPATEN KARANGANYAR Raharjo, Valentino Bimo; Kusumo Aji, Haryo; Widiyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This research was conducted with the aim of knowing and describing the marketingcommunication of the Wahana Cipta Sinatria (WCS) Homestay towards the SumberbuluTourism Village. The researcher used a qualitative descriptive method to understand thephenomenon and obtain in-depth data holistically regarding the marketingcommunication of the Wahana Cipta Sinatria Homestay towards the SumberbuluTourism Village through the application of IMC (Integrated Marketing Communication)by Schultz. Data collection techniques include observation, interviews anddocumentation. Based on the results of the research analysis, Wahana Cipta Sinatria(WCS) carries out integrated marketing communications or IMC (Integrated MarketingCommunication), including advertising, sales promotion, personal selling, publicrelations, direct marketing. The conclusion of this study is that Wahana Cipta Sinatria(WCS) implements IMC (Integrated Marketing Communication) marketingcommunications, including the use of social media such as WhatsApp, Instagram andFacebook in conducting promotions, interacting directly with visitors through personalselling, building public relations activities in marketing and sponsorship activities andconducting direct marketing to build trust and fedback.Keywords: Wahana Cipta Sinatria, Marketing Communication, IMC
Strategi Komunikasi Pemasaran Integrated Marketing Communication (IMC) Pose In Hotel Dalam Meningkatkan Jumlah Pengunjung Aziz, Agusto Faizal; Hindra H, Nurnawati; Widiyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to study the integrated marketing communication strategy carried out by PoseIn Hotel to increase the number of visitors. Marketing communication is an important factor inthe tight competition in the hotel industry. Implementation of an effective communicationstrategy can increase the competitiveness of hotels in the midst of increasingly competitivebusiness competition due to globalization. This study uses a descriptive type of research with aqualitative approach, namely by describing how the integrated marketing communicationstrategy or IMC carried out by Pose In Hotel in increasing visitors. The researcher obtained datafrom interviews, observations and documentation. The results of the study showed that Pose InHotel had taken marketing steps in accordance with the integrated marketing communicationstrategy or IMC explained by the researcher, namely: (1) Pose In Hotel carried out promotionsusing IMC marketing communication elements. Planning was also carried out carefully in orderto carry out balanced promotions to the target audience (2) implementing 8 IMC elements,namely advertising, direct marketing, sales promotion, personal selling, word of mouthmarketing, interactive marketing, public relations. The IMC strategy has been proven to be ableto increase visitors to come to stay at Pose In Hotel. Meanwhile, after planning andimplementation, evaluation is also considered an important benchmark to determine the extent towhich the promotion is carried out to increase the number of visitors.Keywords: Pose In Hotel, Integrated Marketing Communication.
Komunikasi Pemasaran Digital Pokdarwis Dalam Meningkatkan Jumlah Pengunjung di Bukit Sosogan Kabupaten Karanganyar Puspitasari, Putri Mia; Riyanto, Buddy; Widiyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This research aims determine the digital marketing communications of Pokdarwis in increasing the number of visitor on Bukit Sosogan Kabupaten Karanganyar. The data collection and research process for this thesis was carried out from may to june 2024 with three sources. The thesis data collection technique was carried out using observation and qualitative interviews with sources related to Bukit Sosogan digital marketing communications. The result of research and interviews show that management has maximized Bukit Sosogan marketing communications using social media Instagram and Youtube, but the Bukit Sosogan maangement has not maximized interaction with followers on the Youtube social media platform.
Co-Authors Agus Setiaji Agus Supriyadi Amelia, Kurnia Andri Astuti Itasari Ardhi, Mahardika Kurnia Aziz, Agusto Faizal Bahari, Puspalangit Pratika Bambang Dwi Prasetyo Bryanfika Siti Cahyani Murdani Buddy Riyanto Bunga Sabatani, Clarisa Fanindia Chisma Haryati Kartika Dewi, Rodhita Permana Febriyaningrum, Brigitha Kartika Fikriana Mahar Rizqi Haryo Kusumo Aji Herning Suryo Hindra H, Nurnawati Hindra Hastuti, Nurnawati Islamnudin, Rifky Uchwa Isnia Septarini, Dinda Luthfiyathul Munawwaroh Malika Alia Jelita Maya Sekar Wangi Meta Dewi Adhiva Muadz, Muadz Nagara, Michael Isra Nur Dyatin, Rochmad Nur Wibowo, Pratama Nurnawati Hindra Hastuti Puspitasari, Putri Mia Rachmat Kriyantono Raharjo, Valentino Bimo Safitri, Hany Dwi Salim, Muhammad Sarungu, Lukas Maserona Sekar Wangi, Maya Sihabuddin Sihabuddin Sihabuddin Sihabuddin Sihabuddin Sihabuddin, Sihabuddin Syaiful Bahri Vitto Widha Kusuma Wicaksono, Argo Bima Widias Ningrum, Evilia Hera Yulia Pramudya Wardhani