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All Journal Jurnal Kajian Komunikasi dan Pembangunan Daerah Jurnal Imiah Pengabdian Pada Masyarakat (JIPM)
Cintya, Cindy
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Religion Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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ANALISIS STRATEGI KOMUNIKASI SCARLETT WHITENING DALAM MEMBANGUN BRAND LOVE MELALUI INTERAKSI AUDIENS DI TIKTOK @SCARLETT_WHITENING Hidayat, Muhammad Hafiz; Cintya, Cindy; Pebriana, Rina
DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah Vol. 13 No. 1 (2025): DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah
Publisher : Universitas Islam Syekh Yusuf

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/dk.v13i1.8014

Abstract

Penelitian ini menganalisis strategi komunikasi Scarlett Whitening dalam membangun brand love melalui konten dan interaksi audiens di TikTok @scarlett_whitening. Menggunakan metode deskriptif kualitatif, data diperoleh melalui observasi konten, analisis interaksi pengguna, serta wawancara informal dengan audiens yang aktif mengikuti akun tersebut. Hasil penelitian menunjukkan bahwa konten TikTok Scarlett mampu memenuhi kebutuhan pengguna berdasarkan Teori Uses and Gratifications, seperti kebutuhan informasi, hiburan, identitas diri, dan interaksi sosial. Pemenuhan kebutuhan tersebut menciptakan pengalaman positif yang memperkuat kedekatan emosional dengan merek. Strategi yang digunakan meliputi pemanfaatan influencer, kolaborasi selebritas, konten visual menarik, serta user-generated content yang meningkatkan kepercayaan. Interaksi dua arah seperti komentar dan video reply turut memperkuat rasa terhubung dengan brand, Secara keseluruhan, TikTok terbukti menjadi media efektif bagi Scarlett Whitening dalam membangun brand love dan loyalitas konsumen
Strategi Petani Desa Segayam Dalam Menghadapi Tantangan Pertanian Modern Meilia, Stevy Arta; Bernolian, Dion; Andayani, Rinni Dwi; Cintya, Cindy; Saputra, Nugroho Agung; Agra Dwi saputra
Jurnal Imiah Pengabdian Pada Masyarakat (JIPM) Vol 3 No 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze the strategies of farmers in Segayam Village in facing the challenges of modern agriculture characterized by climate change, fluctuating commodity prices, increasing production costs, and developments in agricultural technology. The study employed a qualitative approach with descriptive methods. Data were collected through in-depth interviews, field observations, and documentation. Data were then analyzed through data reduction, data presentation, and conclusion drawing. The results indicate that farmers employ various adaptive strategies, including gradual technology adoption, crop diversification to reduce risk, institutional strengthening through farmer groups, production cost efficiency, and expanding market access through distribution networks and digital media. These strategies reflect farmers' adaptive capacity in responding dynamically to social, economic, and environmental pressures to maintain the stability and sustainability of their farming businesses. However, challenges such as limited capital and unstable market access remain obstacles to optimizing agricultural output. This study concludes that farmers' adaptive capacity is a key factor in maintaining the sustainability of rural agriculture amidst the dynamics of agricultural sector modernization.
Co-Authors Agra Dwi Saputra Andayani, Rinni Dwi Bernolian, Dion Hidayat, Muhammad Hafiz Meilia, Stevy Arta Rina Pebriana, Rina Saputra, Nugroho Agung