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All Journal Dinamisia: Jurnal Pengabdian Kepada Masyarakat Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA) IKRA-ITH ABDIMAS Avant Garde PERSPEKTIF Coverage: Journal of Strategic Communication JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Jurnal Ilmu Komunikasi Jurnal Signal Room of Civil Society Development Room of Civil Social Development
Fitria Ayuningtyas
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Arts Humanities Computer Science & IT Dentistry Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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TRANSFORMASI DIGITAL UNTUK MENGATASI KRISIS REPUTASI: STUDI KASUS TUPPERWARE CORPORATION Fezih Fakhrunnisa; Fitria Ayuningtyas
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 03 September 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i03.33451

Abstract

Digital transformation has become an integral part of global companies' efforts to navigate technological disruption and evolving consumer behavior. This study examines the dynamics of digital transformation and its impact on the reputation crisis faced by Tupperware Corporation, with a focus on the role of social media as a primary arena for shaping public opinion. Through a qualitative case study approach, this study examines how Tupperware's digital strategy, or lack thereof, contributed to negative perceptions in the digital space. The findings suggest that a mismatch existed between Tupperware's digital communication strategy and the expectations of its social media audiences, resulting in a decline in Tupperware's reputation and brand image. In SCCT (Situational Crisis Communication Theory), the Tupperware Corporation crisis case is classified as a preventable crisis because it originated from internal management issues, innovation failure, and a stagnant business strategy. Social media has proven to be a crucial platform for disseminating crisis narratives, while also providing companies with strategic opportunities to restore their reputations. This study offers important implications for companies undergoing digital transformation, emphasizing the need to integrate communication strategies and reputation management in the dynamic context of social media.
Evolusi Komunikasi Budaya Studi tentang Teknologi Digital sebagai Jembatan Tradisi dan Modernitas Murbinami, Raswitha; Fitria Ayuningtyas; Witanti Prihatiningsih
Kaganga:Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora Vol. 8 No. 5 (2025): Kaganga: Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/fnc0cz86

Abstract

This research aims to analyze the role of digital technology in the preservation, promotion, and protection of Traditional Cultural Expressions (TCE) as an effort to bridge tradition and modernity. Digital transformation, particularly through the internet and social media, has changed the way people access, distribute, and appreciate traditional cultural expressions. This research uses a qualitative approach with a critical paradigm through literature review and analysis of international policy documents from WIPO, UNESCO, and related institutions published between 2020 and 2025. Data analysis was conducted using content analysis and critical interpretation techniques based on theories of the political economy of media and cultural commodification. The results show that digital technology plays a dual role: as an effective means of expanding the distribution and increasing the visibility of TCE, while also posing risks to the authenticity, communal ownership, and legal protection of indigenous peoples. Innovations such as Creative Commons licenses, indigenous protocols, and digital rights management have been shown to offer more adaptive protection alternatives. This research concludes that the successful preservation of TCE in the digital age depends on collaboration between indigenous peoples, states, and global institutions in creating an inclusive, ethical, and sustainable digital ecosystem. Keywords: Digital Communication, Cultural Digitalization, Indigenous Communities, Intellectual Property Protection, Traditional Cultural Expressions (TCE).
Transformasi Identitas Perusahaan dalam Membangun Citra dan Reputasi : Studi Rebranding Azko Kania Untari Salsabila; Fitria Ayuningtyas
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5755

Abstract

Corporate identity changes can be implemented over time and as the company grows. Before making any changes, companies must develop a well-thought-out communication planning strategy to ensure that the changes do not result in future losses, and the message conveyed in the communication strategy must be clear. Ace Hardware changed its name to Azko due to the expiration of its business contract. The rebranding process occurred gradually. Azko is committed to the change as an evolutionary development aimed at providing more optimal service. The purpose of this study was to determine the Azko rebranding process and its impact on the company's image and reputation. Using a literature study method, data was collected from reviewed literature, books, and journals. This study resulted in Azko's image and reputation being remarkably improved after the rebranding. This is evident in the continued presence of customers in Azko stores, and the successful communication of the rebranding strategy, ensuring the brand maintains its established image and reputation, and retains its loyal customers despite the name change.
Co-Authors Azwar, Azwar Drina Intyaswati Fezih Fakhrunnisa Firdaus Noor Gustiana Sabarina Hartanto Hartanto Kania Untari Salsabila Muqsith, Munadhil Abdul Murbinami, Raswitha Nugraha, Mohd Yudhistira Septian Prihatiningsih, Witanti Radita Gora Tayibnapis Riyantini, Rini Sufian Jusoh Tripa Ramadhan Uljanatunnisa Wahyono Windhi Tia Saputra Witanti Prihatiningsih Yul Tito Permadhy