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All Journal RETORIKA: Jurnal Ilmu Bahasa Jurnal Riset Komunikasi Jurnal Netnografi Komunikasi Journal of International Multidisciplinary Research
Siska Armawati Sufa
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Arts Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : Journal of International Multidisciplinary Research

 1 
MARKETING COMMUNICATION STRATEGY PT. GO-JEK INDONESIA IN INCREASING THE NUMBER OF CONSUMERS Lisdiantini, Netty; Siska Armawati Sufa; Bindara, Farah Zain Putri; Rohman, Suhudi Rohman; Pradana , Asya Pradana R
Journal of International Multidisciplinary Research Vol. 2 No. 3 (2024): Maret 2024
Publisher : PT. Banjarese Pacific Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62504/jimr380

Abstract

This study investigates the dynamic marketing and communication strategies used by PT. Gojek Indonesia to strengthen its consumer base. As one of Southeast Asia's leading technology-based platforms, Gojek has rapidly expanded its services beyond ride-hailing to include food delivery, digital payments, and more. This research uses a qualitative approach, combining interviews, case studies, and industry analysis to dissect the multifaceted strategy implemented by Gojek. This study explores Gojek's proficient use of digital channels and social media to drive consumer engagement. By analyzing consumer behavior and preferences, the study explains how Gojek tailors its marketing messages to resonate with diverse target audiences. In addition, this study examines the role of strategic partnerships and collaborations in strengthening Gojek's market presence and attracting new consumers. Furthermore, the study explores the impact of innovative features and services introduced by Gojek, such as loyalty programs and seamless user interfaces, on customer acquisition and retention. The study identifies the critical role of data analytics in shaping personalized marketing campaigns that appeal to specific consumer segments. The findings from this study contribute to a broader understanding of effective marketing and communication strategies in technology-based service industries. The insights derived from Gojek's approach provide valuable lessons for businesses looking to navigate a competitive market and expand their consumer base through strategic marketing initiatives.
When Words Become Weapons: Volunteer Communication Tactics to Combat Drugs at The Grassroots Victor Maruli Tua L Tobing; Anita Asnawi; Mochammad Arfani; Garry Brumadyadisty; Dedi Setyawan; Siska Armawati Sufa
Journal of International Multidisciplinary Research Vol. 3 No. 7 (2025): Juli 2025
Publisher : PT. Banjarese Pacific Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62504/jimr1321

Abstract

This study investigates the communicative practices of youth volunteers involved in Surabaya’s Kelurahan Bersinar anti-drug initiative, highlighting the role of grassroots messaging in shaping public health discourse. Grounded in framing theory, narrative theory, and social capital theory, the research explores how volunteers construct persuasive anti-drug messages through culturally rooted storytelling, emotional framing, and symbolic communication. Using a qualitative case study approach, data were gathered through interviews, focus groups, observations, and campaign materials with 18 youth volunteers. The findings reveal that volunteers effectively used personal experiences and local narratives to foster trust and collective identity, transforming individual challenges into shared stories of hope and resistance. Emotional strategies, such as gain-framed and fear-based appeals, were deliberately crafted to trigger empathy and promote behavioral change. Volunteers also capitalized on their deep integration within community networks to enhance message credibility and reach, cultivating both bonding and bridging social capital. The study challenges top-down approaches in health campaigns, illustrating the power of peer-led, culturally resonant communication. It contributes a layered communication model for grassroots health advocacy and underscores the transformative impact of narrative-driven volunteer engagement. The study recommends integrating cultural framing in training programs and exploring digital channels to scale grassroots messaging in future research.
Co-Authors Agus Nugraha Anita Asnawi Bindara, Farah Zain Putri Damayanti Masduki Dedi Setyawan Eka Prabawa Garry Brumadyadisty Hanif Saputra Affandi Hartopo Eko Putro Herlina Saragih Lela Susanty M. Wiranata Pratama Mochammad Arfani Mohamad Sudi Nawiruddin Netty Lisdiantini Nuryah Asri Sjafirah Pradana , Asya Pradana R Rohman, Suhudi Rohman Sarjito, Aris Silviana Agustin Sirojuddin Aly Susie Perbawasari Victor Maruli Tua L Tobing Widjayanto, Joni Yusuf Ali