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All Journal Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia KOMUNIKATA57 Brand Communication
Akil, Rafiuddin
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Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Periklanan Produk Yamaha NMAX Turbo 2024 Akil, Rafiuddin; Akil, Salsabila Andi; Alamsyah; Muhiban, Ayi; Setianti, Yanti
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 9 No 1 (2025): JANUARI-MARET 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v9i1.3226

Abstract

This study aims to analyze the advertising communication strategy for the Yamaha NMAX Turbo 2024, Yamaha's latest product positioned as a premium scooter with turbocharged technology. Amid the fierce competition in the automotive industry, Yamaha needs to design an innovative and effective advertising campaign to increase brand awareness and consumer purchase intention. The objective of this research is to identify key elements in Yamaha’s advertising communication strategy, evaluate its effectiveness, and understand its impact on consumer perceptions and marketing goals. This research employs a descriptive approach with qualitative and quantitative analysis, combining consumer surveys, in-depth interviews, and ad content analysis. The findings show that the effectiveness of the ads, social media engagement, and brand awareness have significant effects on consumer purchase intention, especially among Gen Z. The effectiveness of the ads proved to be the most influential factor, followed by brand awareness and social media engagement. Consumers who responded to Yamaha NMAX Turbo ads through social media tended to have a positive perception of the product's innovations and advanced features. Additionally, the survey indicated that consumers actively engaged with social media campaigns were more motivated to make a purchase. The integrated communication strategy, utilizing various digital platforms such as social media, websites, and television ads, has been proven to increase purchase intention and strengthen positive perceptions of the Yamaha NMAX Turbo. Based on these findings, it is recommended that Yamaha continue to develop creative ad content, enhance social media engagement, and expand brand awareness campaigns through collaborations with automotive influencers. This strategy is expected to solidify Yamaha NMAX Turbo's position in the Indonesian automotive market.
Sinergi Antara Tradisi dan Teknologi Informasi: Merawat Tradisi Lokal Melalui Ritual Digital Platform Tiktok Harahap, Zakiatu Husnil Fuadah; Akil, Rafiuddin
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 5 No. 1 (2025): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v5i1.727

Abstract

Indonesian local traditions have encountered difficulties in the digital age, particularly in their preservation via social media. TikTok, a social media platform focused on short videos, has emerged as a novel venue for communities to display and promote their cultural heritage. This essay seeks to elucidate the utilization of TikTok as a tool for the preservation of local traditions and the consequences stemming from the digitization process via the TikTok platform. Employing a descriptive qualitative methodology and media analysis, data gathered from five TikTok accounts that feature local tradition content demonstrates the efficacy of this platform in promoting local traditions. This study revealed that local traditions showcased through several creative mediums, including narrative, text films, voice-overs, carousels, and live streaming, have garnered audience interest and enhanced their engagement in local cultural dialogues. Nonetheless, obstacles are inevitably faced with the digitization of traditions, including the risks of excessive aestheticization, cultural commodification, and distortion of meaning resulting from adaptation to digital formats. This essay aims to elucidate techniques for leveraging social media to preserve local traditions, ensuring their authenticity and values remain pertinent for future generations.
GENDER DALAM KONSUMSI MEDIA MASSA Akil, Rafiuddin
KOMUNIKATA57 Vol. 1 No. 1 (2020): KOMUNIKATA57
Publisher : FISIP IBI-K57 Prodi Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55122/kom57.v1i1.116

Abstract

Television was one of mainstream mass media which people still uses for their information needs. People will follow and gives reference to act learning from television conten. Gender was a social context to descripe compare man and women in information consumption behaviour for television. The purpose of this research is to look at the level of gender differences in the behavior of consuming mass media, especially talk shows Hotman Paris Show on iNews television. This research uses the uses and gratification theory from Palmgreen and Rosengreen (1985) model. The research method with a quantitative approach, with chi square test hypotesis. The sample used was 80 students at a campus in Jakarta with simple random sampling. The results showed no difference in behavior after consuming information talk shows Hotman Paris Show on iNews television between men and women. The element most seen in talk shows on television is education. Dominant behavior that arises after watching a talk show on television shows is cognitive or shows only affect the minds of the people.
Komunikasi Pemasaran Ketok Tular Langsung (Direct Word of Mouth Marketing) Dalam Industri Restoran Akil, Rafiuddin
KOMUNIKATA57 Vol. 1 No. 2 (2020): KOMUNIKATA57
Publisher : FISIP IBI-K57 Prodi Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55122/kom57.v1i2.163

Abstract

Culinery industry comes from tourism sector and it will be one of interested factor for people visited in a country. Restourant industry would be serve any thing for original of Indonesian culinary for unique and real cuisine. This research talk about the impact of Direct Word of Mouth for visited people to restaurant. The theoretical studies of this research is Word of Mouth Marketing dan Hierarcry of effect, marketing communication, interpersonal communication, Promotion and Publicity. This research studies in one of Batavian restaurant in Kuningan – Jakarta, and use quantitative methods to 70 respondents. Hipotetis testing in linear regretions. Finding research show that there are strongest impact from Direct Word of Mouth for visited people to restaurant (84,6%). The degree of Attentions was the level of the highest in hierarchy of effect for people if Direct Word of Mouth was implemented.
STRATEGI KOMUNIKASI PEMASARAN UMKM INDUSTRI FESYEN DISTRO DI INDONESIA: ANALISIS SOSTAC DI SEBUAH TOKO DISTRO DI JAKARTA Akil, Rafiuddin
KOMUNIKATA57 Vol. 2 No. 1 (2021): KOMUNIKATA57
Publisher : FISIP IBI-K57 Prodi Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55122/kom57.v2i1.232

Abstract

Dunia industri fesyen terutama distro begitu mewabah di Indonesia dan turut mewarnai perkembangan ekonomi negara. Perlu strategi komunikasi pemasaran jitu bagi pelaku UMKM industri distro agar bisa tetap hidup dalam persaingan dengan industri fesyen global. Penelitian ini bertujuan ingin mengetahui strategi komunikasi pemasaran UMKM industri distro di Indonesia, apa kelebihan dan kekurangan yang ada. Penelitian menggunakan kajian teoretik komunikasi pemasaran, bauran pemasaran, komunikasi strategi dan taktik dan analisis manajemen strategik. Metode penelitian dengan menggunakan pengolahan data kualitatif, pengumpulan dengan wawancara mendalam dan analisis menggunakan model SOSTAC (Situation Objectives, Strategy, Tactics, Action dan Controlling). Temuan penelitian menunjukkan bahwa strategi komunikasi pemasaran keintiman dan kekeluargaan digunakan dalam industri fesyen distro ini, terutama dalam penggunaan WOMM (Word of Mouth Marketing). Kelemahan penerapan Pull Strategy dalam komunikasi belum optimal dan masih sekedar ada, demikian juga dengan masalah modal yang masih sangat minim dalam upaya meningkatkan upaya industri fesyen lokal distro.
Strategi Komunikasi Pemasaran Mc Donald Bojongsari Depok Dalam Mencapai Top of Mind Pelanggan Akil, Rafiuddin
Brand Communication Vol. 3 No. 1 (2024): Komunikasi Pemasaran, IMC dan Pertarungan Brand di Era Digital
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v3i1.254

Abstract

This study aims to find out the integrated marketing communication strategy applied by Mc Donald Bojongsari Depok in achieving top of mind customers. Top of mind is the highest level of brand awareness that customers have, so that the brand becomes the first choice when customers want to buy a certain product. This study uses a qualitative method with data collection techniques through observation, interviews, and documentation. The subjects of the study are managers, employees, and customers of Mc Donald Bojongsari Depok. The data obtained are then analyzed using SWOT and TOWS analysis to identify the strengths, weaknesses, opportunities, and threats faced by the fast food outlet, as well as to formulate appropriate alternative strategies. The results of the study show that Mc Donald Bojongsari Depok implements various integrated marketing communication strategies, such as social media, influencer marketing, event marketing, corporate social responsibility, advertising, sales promotion, publication, personal selling, and direct marketing. These strategies aim to increase sales and brand awareness, as well as to achieve top of mind customers. The results of the study also show that the integrated marketing communication strategy applied by Mc Donald Bojongsari Depok is successful in achieving its goals, because it is supported by observation, interview, and documentation data that show that customers have high levels of awareness, recognition, preference, and loyalty to the Mc Donald Bojongsari Depok brand.
Co-Authors Akil, Salsabila Andi Alamsyah Harahap, Zakiatu Husnil Fuadah Muhiban, Ayi Yanti Setianti