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All Journal Elsya : Journal of English Language Studies JURNAL KOMUNIKASI DAN BISNIS Jurnal Visi Komunikasi
Wahjuwibowo, Indiwan Seto
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Arts Humanities Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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KOMUNITAS MEREK SEBAGAI AGEN PENGUATAN BRAND IMAGE (Studi Kasus Pada Xpander-Mitsubishi Owner Club Indonesia) Zulfikar, Muhammad Ermiel; Hereyah, Yoyoh; Simamora, Santa Lorita; Wahjuwibowo, Indiwan Seto
Jurnal Visi Komunikasi Vol 23, No 01 (2024): MEI 2024
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/visikom.v22i02.19279

Abstract

Komunitas merek bukan lagi sebagai sekumpulan orang ataupun kelompok sosial yang terbentuk atas dasar kedekatan atau minat yang sama terhadap suatu merek atau produk tertentu. Seiring dengan berkembangnya teknologi dan informasi, komunitas merek juga bisa memainkan peran sebagai agen penguatan brand image dari produk yang disukai dengan segala aktivitas yang dilakukan. Penelitian ini bertujuan untuk menggambarkan bagaimana Xpander-Mitsubsihi Owner Club (X-MOC) Indonesia sebagai komunitas merek, berperan menjadi agen penguatan brand image dari Mitsubishi Xpander. Penelitian ini didasari oleh sejumlah teori mengenai motivasi pengguna Mitsubishi Xpander mengikuti komunitas merek, begitu juga dengan ragam kegiatan X-MOC Indonesia yang turut menguatkan brand image Mitsubishi Xpander. Metode penelitian yang digunakan berupa pendekatan kualitatif dengan pengumpulan data dilakukan lewat wawancara, observasi dan studi dokumen. Paradigma penelitian yaitu paradigma konstruktivis dengan pendekatan kualitatif dan metode studi kasus single case study. Sumber data dalam penelitian ini dibagi menjadi data primer dan sekunder, yang mana data primer dihasilkan lewat wawancara mendalam (In-depth interview) dengan informan, antara lain Ketua Umum, Pengurus dan member komunitas X-MOC Indonesia. Sementara data sekunder merupakan informasi yang berasal dari dalam maupun dari luar komunitas. Hasil dari penelitian ini menunjukkan bahwa X-MOC Indonesia memiliki segala aspek bagi sebuah komunitas merek untuk menjadi agen penguatan brand image Mitsubishi Xpander. Anggota X-MOC juga bisa menjadi sebuah kekuatan dahsyat dan tidak terpisahkan dari merek kendaraan yang mereka digunakan, yakni Mitsubishi Xpander. Partisipasi komunitas merek dapat merangsang munculnya tindakan promosi mulut ke mulut (word of mouth), menciptakan brand image yang baik hingga mempertahankan konsumen dengan mencegah timbulnya niat untuk beralih ke merek lain (switching intention).
Demystifying the Hegemony of the English Language: Scrutiny of ‘Gak Bisa Bahasa Inggris!’ Advertisement within a Semiotics Lens Sugianto, Ahmad; Prasetyo, Ilham Agung; Aria, Dewi; Wahjuwibowo, Indiwan Seto
Elsya : Journal of English Language Studies Vol. 4 No. 2 (2022): Elsya : Journal of English Language Studies
Publisher : Universitas Lancang Kuning

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31849/elsya.v4i2.7582

Abstract

Due to its overarching status and power, the English language has dominated and influenced nearly in various means of communication, and one of which is instantiated in advertisements. However, studies concerning the hegemony of the English language represented in an advertisement were found to be under-explored. Thereby, the present study aimed to scrutinise the domination and power of the English language, particularly in Indonesia, represented in one of the advertisements, which is a remake video of a viral video from 2017 to date, entitled ‘Gak Bisa Bahasa Inggris!’ from a Youtube Channel named Pahamy. Semiotic analysis was employed to analyse the advertisement. The findings revealed only five out of eight types of syntagma found comprising descriptive syntagma, bracket syntagma, episodic syntagma, autonomous shot, and scene. The present study concluded that it seemed not possible to have the eight syntagmatic types in a very short advertisement video, and some signs found in the advertisement could be used to shed light on the hegemony of the English language in Indonesia, which might result in either positive or negative effect; hence, any thoughtful consideration and action through multilingual education was advocated to solve or at least mitigate this issue.
Digital Marketing Strategies among Traditional Healers in Solo and Wonosobo: Engaging Young Audiences Billy, Yohanes Langgar; Wahjuwibowo, Indiwan Seto; Wongkar, Kanon Mommsen
Jurnal Komunikasi dan Bisnis Vol. 13 No. 1 (2025): May - October
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jkb.v13i1.1393

Abstract

Traditional healers in Solo and Wonosobo face increasing challenges in engaging young people, despite the widespread use of digital platforms by this demographic. This study explores the adoption of digital marketing strategies by traditional healers to enhance their outreach to youth. Employing a qualitative approach, semi-structured interviews were conducted with healers in both regions to examine their current practices and perceptions regarding digital engagement. The findings reveal that while a few healers, such as Ibu Ani, have effectively utilized platforms like TikTok and Instagram, most still rely heavily on word-of-mouth promotion. Limited use of digital media stems from a lack of technological skills and insufficient content tailored to youth preferences. The study is guided by Uses and Gratifications Theory to understand how young people seek and interact with online health content. The results suggest that to improve engagement, traditional healers should adopt more interactive and youth-oriented digital strategies, including collaboration with influencers and the use of culturally resonant content. These findings offer practical insights for revitalizing traditional medicine in the digital age.
Co-Authors Aria, Dewi Billy, Yohanes Langgar Prasetyo, Ilham Agung Santa Lorita SUGIANTO, AHMAD Wongkar, Kanon Mommsen Yoyoh Hereyah Zulfikar, Muhammad Ermiel