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All Journal Bina Al-Ummah Madani : Indonesian Journal of Civil Society Nivedana : Jurnal Komunikasi dan Bahasa Innovative: Journal Of Social Science Research
Astria, Kadek Kiki
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Religion Arts Humanities Computer Science & IT Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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MARKETING COMMUNICATION STRATEGY IN HEALTH BUSINESS OF NUTRITION CLUBS Astria, Kadek Kiki; Damastuti, Riski; Aprilia, Monika Pretty; Erlistyarini, Yulinda
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 6 No. 2 (2025): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v6i2.1716

Abstract

Health products circulating in society are subject to many regulations, one of which is the marketing communication activities. Herbalife is one of the health products that has been available in Indonesia for quite some time and has many customers. This product has a marketing communication strategy that differs from other health products. Nutrition Club is a nutrition house that sells products from Herbalife, using eight elements in the marketing communication mix. These elements include advertising, sales promotion, event and experience, PR and publicity, direct marketing, interactive marketing, sales promotion, and personal selling. This research employs in-depth interviews with 10 Nutritional Clubs spread across Jakarta, Denpasar, and Yogyakarta. Research shows that all interviewed Nutrition Clubs use the eight elements of the marketing communication mix, but their focus varies based on consumer backgrounds and human resource capabilities. Limitations in these resources hinder effective segmentation and targeting, especially for millennials. However, educational communication and lifestyle strategies help boost consumer interest in some nutrition clubs.
Pembelajaran On Line Di Perguruan Tinggi: Analisis Hambatan Komunikasi Nuzuli, Ahmad Khairul; Astria, Kadek Kiki
BINA' AL-UMMAH Vol 16 No 1 (2021)
Publisher : Universitas Islam Negeri Raden Intan Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/bu.v16i1.8885

Abstract

The spread of the corona virus 19 in the last two years has had an impact on the learning process at AMIKOM University Yogyakarta. The learning process that was previously carried out face-to-face in the class rooms, must be changed by using technological devices that do not require direct contact between lecturers and students. However, online learning actually gets pros and cons in the community, even from lecturers and students. So the purpose of this study is to see the communication barriers between lecturers and students in the online learning process at AMIKOM University Yogyakarta. The sample of this study involved 3 students and 3 lecturers as resource persons. By using the three groove model simultaneously; data reduction, data presentation, and drawing conclusions/verification obtained findings showing that there are three main obstacles, namely: technical, psychological, and semantic.
Pelatihan Branding dan Digital Marketing untuk Meningkatkan Nilai Jual pada UKM Vigaza Farm Andriani, Ria; Astria, Kadek Kiki; Sunyoto, Andi
Madani : Indonesian Journal of Civil Society Vol. 7 No. 2 (2025): Madani : Agustus 2025
Publisher : Politeknik Negeri Cilacap

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35970/madani.v7i2.2875

Abstract

As part of the Sleman Millennial Farmers Group, Vigaza Farm SME has great potential in developing quail farming products. However, this business is still hampered by issues related to brand identity management, packaging design quality, and suboptimal digital marketing strategies, which have implications for low sales value and competitiveness. Through community service activities, this program focuses on enhancing branding and digital marketing capabilities for the managers of Vigaza Farm. The training was conducted on June 21, 2025, at Building 2 of Amikom University Yogyakarta, attended by 10 participants comprising owners, staff, and internal members. The implementation methods included socialization, training, technology application, as well as mentoring and evaluation. The materials covered basic branding concepts, visual identity creation (logo, brand colors, typography), packaging design development, and an introduction to simple digital marketing strategies. Evaluation results showed a significant improvement in participants' understanding. Before the training, 75% of participants were in the “understand” category (score 4) and 25% in the “very understand” category (score 5). After the training, 75% of participants were in the very knowledgeable category (score 5) and 25% in the knowledgeable category (score 4). This activity produced two ready-to-use packaging designs, namely “Sambal Telur Puyuh Kencana” and “Puyuh Kencana Frozen,” which met branding principles and were suitable for promotion. These results demonstrate the effectiveness of the training in enhancing branding and digital marketing skills, although further guidance is still needed for optimizing online promotions.
Pengaruh Komunikasi Persuasif Akun TikTok @tasyafarasya Terhadap Minat Beli Produk Somethinc di Kalangan Mahasiswa Astuti, Riani; Astria, Kadek Kiki
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11564

Abstract

Penelitian ini bertujuan untuk mengukur pengaruh komunikasi persuasif yang dilakukan melalui akun TikTok @tasyafarasya terhadap minat beli produk kecantikan Somethinc di kalangan mahasiswa, dengan fokus pada lingkup ilmu komunikasi. Penelitian ini didasarkan pada peran media sosial yang semakin dominan, khususnya TikTok dalam membentuk preferensi konsumen terutama di bidang kecantikan. Tujuan penelitian ini adalah untuk mengukur sejauh mana akun TikTok @tasyafarasya memengaruhi minat beli mahasiswa terhadap produk kecantikan Somethinc melalui komunikasi persuasif. Metode yang digunakan adalah metode survei dengan populasi 2.246 mahasiswa Ilmu Komunikasi Univeristas Amikom Yogyakarta angkatan 2020-2023. Dengan teknik purposive sampling, sampel yang didapat pada penelitian ini berjumlah 100 responden. Hasil penelitian menunjukan bahwa variabel Komunikasi persuasif (X) akun TikTok @tasyafarasya memberikan pengaruh yang cukup kuat terhadap variabel Minat Beli (Y) produk kecantikan Somethinc di kalangan mahasiswa sebesar 32,4%.
Pemanfaatan Media Sosial sebagai Strategi Komunikasi Pemasaran dalam Mempromosikan Usaha Ultra Mikro dan Mikro (Studi Deskriptif Kualitatif pada Pengusaha Perempuan di Kabupaten Pesawaran - Lampung) Ahya, Abdul Hamid; Astria, Kadek Kiki
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.12111

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan media sosial sebagai strategi komunikasi pemasaran menggunakan teori Integrated Marketing Communication oleh wanita pelaku usaha ultra mikro dan mikro di Kabupaten Pesawaran, Lampung. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan fenomenologi untuk mendalami pengalaman para pengusaha wanita dalam memanfaatkan media sosial untuk memperluas jaringan pasar dan meningkatkan penjualan. Dari wawancara mendalam dengan para pemilik usaha, ditemukan bahwa kendala berupa keterbatasan pengetahuan teknis dan sumber daya menjadi faktor utama yang mempengaruhi efektivitas pemasaran digital. Namun, dengan kreativitas dan adaptasi strategi pemasaran yang relevan, mereka berhasil menciptakan keterikatan yang kuat dengan pelanggan dan mendapatkan keuntungan pasar. Temuan ini mengungkapkan bahwa meskipun media sosial menawarkan kesempatan pemasaran baru yang menjanjikan, dukungan dalam bentuk pelatihan dan literasi digital sangat diperlukan untuk membantu pengusaha wanita di Pesawaran memanfaatkan sepenuhnya potensi media sosial bagi pertumbuhan bisnis yang berkelanjutan.
Co-Authors Ahmad Khairul Nuzuli Ahya, Abdul Hamid Andi Sunyoto Aprilia, Monika Pretty Astuti, Riani Damastuti, Riski Erlistyarini, Yulinda Ria Andriani