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All Journal Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Representamen Dharma Sevanam : Jurnal Pengabdian Masyarakat Jurnal Komunikasi Massa
Haryono, Novita
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Peranan Peer Group Story-telling dalam Membangun Brand Awareness Usaha Makanan Lokal di Kota Surakarta Haryono, Novita; Ayu, Aulia Suminar; Priliantini, Anjang
Jurnal Representamen Vol 7 No 02 (2021): Jurnal Representamen Volume 7 No 02 Oktober 2021
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (172.567 KB) | DOI: 10.30996/representamen.v7i02.5728

Abstract

Sepanjang pandemi ini ada peningkatan sebanyak 47%-53% pebisnis makanan baru yang bergabung melalui layanan penyedia jasa pengantaran makanan online. Peningkatan jumlah yang cukup signifikan terhadap pelaku bisnis makanan ini, maka persaingan para pelaku bisnis makanan untuk dikenal di masyarakat menjadi semakin berat. Dibutuhkan brand awareness di mata masyarakat yang menjadi konsumen harus semakin diperhatikan dengan cermat. Brand menggunakan storytelling untuk membangun kesan positif brand dibenak konsumen sehingga berpotensi menggerakkan konsumen untuk melakukan pembelian produk. Tujuan penelitian ini untuk mengetahui peranan storytelling dari lingkup pertemanan konsumen yang diceritakan melalui akun sosial media seseorang dalam membangun brand awareness brand makanan lokal yang baru muncul. Secara khusus dalam penelitian ini akan melihat pengaruh narasi pesan, distribusi pesan, dan kredibilitas komunikator dalam membangun brand awareness melalui sosial media story telling. Penelitian ini diharapkan memberikan masukan untuk pelaku bisnis makanan terutama untuk brand yang baru berdiri dan praktisi marketing communication dalam menentukan strategi komunikasi untuk mendekati konsumen.Kata Kunci : Brand Awareness, Storytelling, Sosial Media, Peer Group, Komunikasi pemasaran
Workshop Pilah Sampah Sebagai Kampanye Peningkatan Kesadaran Lingkungan Bersama Rapel Solo Raya Haryono, Novita; Arzil, Andrine Prima Afneta; Suminar Ayu, Aulia; Hastjarjo, Sri; Widyantoro, Widyantoro; Arifin, Hamid; Pawito, Pawito
Adi Widya : Jurnal Pengabdian Masyarakat Vol 8 No 1 (2024): Adi Widya: Jurnal Pengabdian Masyarakat
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33061/awpm.v8i1.8142

Abstract

The community has the right to get a clean, beautiful, comfortable and healthy environment; get cleaning services; utilizing and processing waste; actively participate in waste management activities; and obtain information from local governments and/or other parties that are directly related to the sustainability of life related to waste. This right has direct implications for the community's obligations regarding the management of household waste and/or similar household waste by being obliged to reduce and/or handle waste in an environmentally sound manner. Unfortunately, the handling of environmentally sound waste has not gone well due to inadequate facilities, enforcement of regulations, and low awareness of the community itself. PT. Wahana Anugerah Energi has developed a waste collection and transportation system using a smartphone application called Rapel. Rapel campaigns for sustainable waste management in households. Currently, Rapel provides garbage pick-up services, especially for recycled waste. However, the problems faced include: wide community reach but with Human Resources (HR) PT. The Wahana Anugerah Energi (Rapel Surakarta) is limited, facilities and infrastructure for the ongoing development of understanding of waste management for the community are not sufficient, the application of Rapel is not yet known by the people of Surakarta. overcome, the lack of public awareness of Surakarta City regarding waste management, lack of cooperation and coordination with agencies related to waste problems so that Rapel technology has not received public knowledge, Surakarta people do not know about data integration related to environmental information. From this problem, we design a social marketing communication program so that Rapel Indonesia's goal of encouraging people to sort household waste can be achieved. To achieve this, we design a waste sorting workshop by presenting credible sources such as Lyfe With Less Representative and Rapel Indonesia Manager. Keywords: Waste Management, Education, Society, Technology, Surakarta
Penguatan Kapasitas Pemasaran Online bagi Pelaku UMKM Pemustaka di Kota Magelang Provinsi Jawa Tengah Hastjarjo, Sri; Ayu, Aulia Suminar; Haryono, Novita; Arzil, Andrine Prima Afneta; Abisono, Firya Qurratu'ain; Pawito, Pawito; Haryanto, Haryanto; Arifin, Hamid; Kusumawati, Diah
Dharma Sevanam : Jurnal Pengabdian Masyarakat Vol 4 No 2 (2025): Desember 2025
Publisher : IAHN Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/sjpkm.v4i2.2676

Abstract

This article discusses an online marketing training program for Micro, Small, and Medium Enterprises (MSMEs) who are also library users in Magelang City. The program was part of a community service initiative by Universitas Sebelas Maret in collaboration with the Library and Archives Office of Magelang City. The background of the program is the low level of digital literacy and online marketing skills among MSME actors, which limits their market reach and product competitiveness. The one-day workshop adopted a hands-on practice approach with practical materials, including basic strategies for digital marketing through social media, optimization of Instagram and WhatsApp Business platforms, and the creation of engaging and effective promotional content. A key framework introduced was the "3K" strategy: Know your market, Consistent branding, and Active communication. Evaluation results showed significant improvements in participants’ understanding and skills in digital marketing. Moreover, the training reinforced the role of public libraries as centers of productive literacy, bridging access to information with community economic empowerment. This activity demonstrates that synergy between academic institutions, local government, and MSME communities can foster inclusive training models that are responsive to the real needs of small businesses in the digital era.
Pengaruh Daya Tarik Iklan, Brand Image, dan Emotional Branding Terhadap Loyalitas Konsumen (Studi Pada Followers Akun Instagram @rucas.co) Permatasari1, Kharisma Agustia Intan; Haryono, Novita
Jurnal Komunikasi Massa Vol 18, No 2 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 2 Desember 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i2.115342

Abstract

The rapid advancement of social media in Indonesia has brought new opportunities for marketing communication, while also demanding different strategies to ensure messages are delivered effectively. As a platform with over 100 million active users, Instagram has become a potential medium for building consumer loyalty in the digital era. RUCAS.CO, as a local fashion brand, utilizes a unique differentiation strategy by featuring non-conventional talents such as scavengers, parking attendants, street musicians, and even punks, to build advertising appeal, brand image, and emotional branding. The uniqueness of this strategy, which has never been studied in local fashion brands, prompted the researcher to analyze the influence of these three variables on consumer loyalty among followers of the @rucas.co Instagram account. This research employs the Stimulus-Organism-Response (S-O-R) theoretical framework proposed by Carl Hovland to explain how advertising appeal, brand image, and emotional branding function as stimuli that influence consumer perceptions before generating a loyalty response. The study uses a quantitative approach, with multiple linear regression analysis conducted on 100 respondents selected through purposive sampling—those who have followed the account for at least three months and have purchased a product. Data was collected through an online questionnaire using a 1–5 Likert scale, and tested for validity and reliability with SPSS software. The findings indicate that advertising appeal, brand image, and emotional branding each significantly influence consumer loyalty. Simultaneously, these three variables have a significant effect and are able to explain 59.1% of the variation in consumer loyalty. Brand image has the highest coefficient (0.412), followed by advertising appeal (0.329), and emotional branding (0.281). These results affirm that a combination of attractive advertisements, a strong brand image, and emotional bonds effectively build customer loyalty through social media.
Perencanaan Komunikasi Dinas Perhubungan Kota Surakarta dalam Mensosialisasikan Program Batik Solo Trans Putra, Naufal Dzakiyul Afkar; Haryono, Novita
Jurnal Komunikasi Massa Vol 17, No 1 (2024): Jurnal Komunikasi Massa Volume 17 Nomor 1 Juni 2024
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v17i1.90278

Abstract

The city of Surakarta has a public transportation facility called Batik Solo Trans, initiated by the Surakarta City Government through the Department of Transportation to increase public interest in the use of public transportation. This research explains the efforts of the Surakarta Transportation Agency (Dishub) in designing and implementing the BST socialization program that has been carried out for ten years. The program is conducted regularly in schools, sub-districts, and districts, with different themes and focuses each year. This research aims to understand the communication planning of the Surakarta City Transportation Agency in socializing the Batik Solo Trans Program to increase public interest in public transportation. The method used is descriptive qualitative, focusing on gaining a deep understanding of planning, organizing, actuating, and controlling. Data collection techniques used in this study are in-depth interviews, observations, and documentation conducted in the Surakarta City environment. The results of this study indicate that the planning, organizing, actuating, and controlling processes have been implemented. The planning element attempts to see how the planning carried out by the Transportation Agency to arrange activity plans that include efforts to increase public interest in Surakarta's public transportation. The organizing stage involves the formation of a coordinated work team, with members having clear roles and responsibilities, creating an efficient structure to support program implementation. Actuating is the stage of implementing planned activities. Finally, the controlling stage includes a comprehensive evaluation of the program's effectiveness, including community responses, participation levels, and understanding of Batik Solo Trans.
Patriarki Dalam Iklan Rabbani: Analisi Wacana Kritis Pada Iklan Rabbani Di Instagram Susanto, Aflakha Tazakka; Haryono, Novita
Jurnal Komunikasi Massa Vol 17, No 2 (2024): Jurnal Komunikasi Massa Volume 17 Nomor 2 Desember 2024
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v17i2.95629

Abstract

In addition to its economic functions, advertising serves as a space where meanings about the reality of the world are constructed and formed, thus carrying hidden messages. The Rabbani ads on Instagram caught the attention of researchers because they target a female audience but portray women in a patriarchal cultural context that is detrimental to women. This study aims to understand how Rabbani ads construct patriarchal cultural practices. The method used in this research is a qualitative study that employs Norman Fairclough's critical discourse analysis model, which consists of three stages: the descriptive text stage, where discourse is viewed from the text; the interpretive stage, where discourse is seen as a discursive practice; and the explanatory stage, where discourse is seen as a sociocultural practice. In analyzing the Rabbani ads, the researcher also referred to Nancy Hartsock's Standpoint Feminism theory. The data collection technique used is a literature study and an interview. The study reveals that at the textual level, Rabbani ads contain patriarchal discourse. This patriarchal discourse is shown through stereotypical and subordinative portrayals of women's roles and characters. At the discursive practice level, the Rabbani ad producers construct women with controversial and relevant content to increase the popularity of the products offered. From the consumer's perspective, the audience's interpretation is generally the same as the researcher's analysis of the text. At the sociocultural level, the target market character and gender ideology influence how Rabbani constructs women in its ads. The results of this study are expected to make advertisers more aware and sensitive to gender issues in their surroundings, as they have the power through media to create and sustain values in society.
Pengaruh Intensitas, Motif, dan Kredibilitas Komunikator terhadap Kepuasan Menonton Youtube "Nihongo Mantappu" Rahmawati, Muthia Alya; Haryono, Novita
Jurnal Komunikasi Massa Vol 18, No 1 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 1 Juni 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i1.106987

Abstract

In 2023, YouTube, with 2.52 billion users, became a popular video platform, with travel vlogs such as Wasedaboys Japan Trip from Jerome Polin on the "Nihongo Mantappu" channel, which reached 10.5 million subscribers. These videos received positive comments regarding its content, as well as various viewer motives for watching, such as stress relief or seeking new information, as shown in the We Are Social Indonesia (2024) study, which highlights different viewer motives in consuming YouTube content. This study aims to analyze the effect of viewing intensity, viewing motives, and communicator credibility on viewer satisfaction using the Uses and Gratification Theory. This research uses a quantitative method with data collection through surveys. The sample consisted of 100 respondents who are subscribers of the "Nihongo Mantappu" channel, selected using nonprobability sampling techniques. The data obtained was analyzed using SPSS. The results showed that viewing intensity (X1) had no significant effect on viewing satisfaction (Y) as the significance level was 0.492 > 0.05, while viewing motives (X2) and communicator credibility (X3) had a significant effect on viewing satisfaction with a significance level of 0.000 < 0.05. The largest influence was found in the viewing motives variable, with an influence value of 65.4%. Simultaneously, all independent variables (X1, X2, X3) had an effect on viewing satisfaction (Y) of 87.2%, while 12.8% was influenced by other factors not identified in this study.
Co-Authors Abisono, Firya Qurratu'ain Anjang Priliantini, Anjang Arifin, Hamid Arzil, Andrine Prima Afneta Ayu, Aulia Suminar Daniel Happy Putra Diah Kusumawati, Diah Haryanto Haryanto Hastjarjo, Sri Pawito Pawito Permatasari1, Kharisma Agustia Intan Putra, Naufal Dzakiyul Afkar Rahmawati, Muthia Alya Suminar Ayu, Aulia Susanto, Aflakha Tazakka