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All Journal ASPIRATION Journal Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research
Dwi Adnjani, Made
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Segmenting, Targeting dan Positioning Program “Sore Ceria” Pro2 FM LPP Radio Republik Indonesia ( RRI) pada Pendengar Radio Generasi Z Nur Ismawati, Euis; Dwi Adnjani, Made
Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research Vol. 2 No. 2 (2025): FEBRUARI-APRIL
Publisher : UNIVERSITAS SERAMBI MEKKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/mister.v2i2.3120

Abstract

Sore Ceria program is a program broadcasted by PRO2 FM LPP Radio Republik Indonesia (RRI) for Generation Z. In the midst of tight competition among digital media, the “Sore Ceria” program must be able to survive and find new innovations in order to continue to grow and progress. Thus, the right Segmenting, Targeting and Positioning strategies are needed in order to reach the expected target audience and highlight different things (Differentiation) and advantages that are not possessed by other radio programs. This study aims to describe the Segmenting, Targeting and Positioning Strategies carried out by the “Sore Ceria” Program from PRO2 FM LPP Radio Republik Indonesia (RRI) Semarang for Generation Z Radio listeners. Using the Niche Theory or Media Ecology Theory which analogizes that the phenomenon of competition between media industries as an ecological process. This research method uses a descriptive qualitative approach through in-depth interviews with two informants. The implementation of the segmentation strategy for the cheerful afternoon program uses a data-based approach and direct interaction with the audience. Another strategy is to divide segments based on audience interests. In the Targeting strategy, in addition to making Gen Z the main focus, the cheerful afternoon program also opens up space for other audiences such as the young millennial generation to reach a wider audience. By using a multiplatform strategy, the cheerful afternoon program can reach its audience and allow the audience to enjoy a more flexible broadcast program. The cheerful afternoon program is not only present on traditional radio broadcasts but also on on-demand podcasts through the RRI Digital application and Instagram. In the positioning strategy, the afternoon program positions itself as a program that is relevant to the Gen Z lifestyle through a relaxed and interactive delivery style. The cheerful afternoon program utilizes the uniqueness of its approach by utilizing the Music Live Request feature as a differentiation of direct interaction features with the audience. Other uniqueness is also strengthened by collaboration with influencers or inspiring young figures who are close to Gen Z. By combining these various elements, cheerful afternoon has succeeded in positioning itself as a program that is not only competitive but also relevant and sustainable. The study only uses one theory, for further research it is hoped that it can deepen the strategy used using other theories in order to gain a broader understanding.
Pengaruh Citra Merek dan Persepsi Followers Instagram @Esqacosmetics Terhadap Keputusan Pembelian Produk Kosmetik ESQA Rahmadhani, Ilham Suci; Dwi Adnjani, Made
Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research Vol. 2 No. 2 (2025): FEBRUARI-APRIL
Publisher : UNIVERSITAS SERAMBI MEKKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/mister.v2i2.3121

Abstract

This study aims to determine the effect of the independent variable Brand Image and Perception of Instagram Followers @esqacosmetics on the dependent Purchase Decision of Esqa Cosmetic Products. The research approach used is eskplanatif with purposive sampling technique. The population in this study was 16-30 years old and the sample used was 220 respondents. This research data is quantitative by collecting data through questionnaires. The data analysis technique used is multiple linear regression. The results in this study indicate that brand image has a significant effect while followers' perceptions have no significant effect on purchasing decisions.
Pengaruh Manajemen Isu Terhadap Pemulihan Citra dan Loyalitas Pelanggan pada Followers Instagram @Scarlett_Whitening (Studi pada Scarlett Pasca Isu Pro Israel) Niswati, Khoirun; Dwi Adnjani, Made
Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research Vol. 2 No. 2 (2025): FEBRUARI-APRIL
Publisher : UNIVERSITAS SERAMBI MEKKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/mister.v2i2.3122

Abstract

This study aims to analyze the effect of issue management on image restoration and customer loyalty on @scarlett_whitening Instagram followers after the pro-Israel issue. Using image restoration theory which emphasizes communication strategies to restore images affected by negative issues. This research method uses an explanatory quantitative approach with a survey method through distributing questionnaires to 100 respondents and purposive sampling technique. Hypothesis testing uses simple linear regression analysis through the IBM SPSS application to test statistical data. The results of this study indicate that all validity test questionnaire items are declared valid with an r_count value greater than r_table (0.195), and all items are declared reliable with an r_count greater than r_table (0.600). The Simple Linear Regression analysis test results show that there is a significant influence between Issue Management on Image Recovery (Y1) with a coefficient value of 0.513. The Issue Management variable (X) is proven to have an effect on Customer Loyalty (Y2) with a coefficient value of 0.562. This shows that Issue Management has a positive and significant impact on Image Recovery and Customer Loyalty.
USING @RILIV INSTAGRAM CONTENT TO EDUCATE ABOUT INTERGENERATIONAL TRAUMA Arviani, Melva; Pratiwi, Mutia Rahmi; Yusriana, Amida; Dwi Adnjani, Made
ASPIRATION Journal Vol. 5 No. 1 (2024): July Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v5i1.72

Abstract

Abstract The transition from traditional to digital media has brought forth significant developments in the field of education, particularly in parenting. Instagram is one of the digital platforms that has been effectively used as a teaching tool, particularly in this study that examines the issue of intergenerational trauma. The effects of intergenerational trauma on parenting styles that provide care for future generations are harmful that they have given rise to a new term, toxic parenting. Trough Instagram , The @Riliv account educates parents on prior traumas that affect parenting styles. Furthermore, it is expected that parents would gain more knowledge about parenting from Instagram media. This research uses a qualitative content analysis method based on Toxic parenting theory, and intergenerational trauma theory to analyze Instagram media content in order to address the community’s educational needs. The object of the research itself is Instagram @Riliv visual content about the Intergenerational Trauma phenomenon in posts on September 26, 2021, May 9, 2022, and June 20, 2022. The research findings are the unresolved childhood trauma that can be handed down through generations. As the solution, being more aware and faster in handling breaking the trauma chain can lead up to a harmonious family. This research can be expanded into other fields of media research. Keywords : Technology Communication and Media, Parenting, Intergenerational Trauma Abstrak Pengalihan media konvensional menjadi media digital membawa perubahan baru dalam dunia edukasi khususnya Parenting. Instagram menjadi salah satu media digital yang berhasil dimanfaatkan sebagai media edukasi terkhusus dalam penelitian ini digunakan dalam fenomena terjadinya Intergenerational Trauma. Dampak dari Intergenerational trauma membahayakan bagi pola asuh orang tua dalam memberikan pengasuhan kepada generasi berikutnya akibatnya memunculkan istilah baru yakni Toxic Parenting. Melalui media instagram, akun @Riliv mengedukasi para orang tua untuk menyadari adanya trauma masa lalu yang berdampak pada pola pengasuhan anak. Selain itu melalui media Instagram diharapkan para orang tua juga lebih banyak belajar mengenai dunia Parenting. Penelitian ini menggunakan metode Analisis isi kualitatif dengan menggunakan teori Toxic parenting, dan teori Intergenerational trauma yang bertujuan untuk menganalisis konten media Instagram dalam memenuhi kebutuhan edukasi masyarakat. Objek penelitian itu sendiri berupa konten visual Instagram @Riliv tentang fenomena Intergenerational trauma dalam postingan pada tanggal 26 September 2021, 9 Mei 2022, dan 20 Juni 2022. Hasil temuan penelitian adalah trauma masa lalu yang tidak dapat diselesaikan akan menjadikan trauma yang dapat diwariskan ke generasi berikutnya, semakin menyadari dan cepat dalam penanganan pemutusan rantai trauma tersebut dapat melahirkan keluarga yang harmonis. Penelitian ini dapat dilanjutkan dalam penelitian diranah media lainnya. Kata kunci : Tekhnologi Komunikasi dan Media, Pola Asuh, Intergenerational Trauma
Co-Authors Arviani, Melva Mutia Rahmi Pratiwi Niswati, Khoirun Nur Ismawati, Euis Rahmadhani, Ilham Suci Yusriana, Amida