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Ringgo Eldapi Yozani
Jurusan Ilmu Komunikasi Universitas Riau
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Strategi Komunikasi Pemasaran Usaha Mikro, Kecil, dan Menengah (UMKM) Batik Bukit Batu dalam Pembentukan Brand Awareness Kain Batik Bukit Batu Welsa Alfiona Putri Yudnovon; Ringgo Eldapi Yozani; Evawani Elysa Lubis
Jurnal Ilmu Komunikasi dan Bisnis Vol 11 No 2 (2026): April 2026
Publisher : Universitas Tarakanita

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/zvbr6q30

Abstract

Perkembangan UMKM di Indonesia menghadapi tantangan persaingan yang semakin kompetitif, terutama dalam membangun brand awareness di tengah masyarakat. UMKM Batik Bukit Batu sebagai usaha berbasis kearifan lokal perlu merumuskan strategi komunikasi pemasaran yang efektif agar batik khas daerah dikenal, diingat, dan diasosiasikan dengan identitas budaya Melayu. Penelitian ini bertujuan menganalisis strategi komunikasi pemasaran yang diterapkan dalam membentuk brand awareness. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi terhadap pemilik serta pihak terkait. Hasil penelitian menunjukkan bahwa Batik Bukit Batu menerapkan strategi Segmentation, Targeting, and Positioning (STP) berdasarkan karakteristik demografis, geografis, dan psikografis, dengan sasaran utama kalangan dewasa produktif, institusi pendidikan, dan instansi pemerintahan. Positioning dibangun melalui penguatan identitas budaya Melayu dalam motif dan nilai filosofis batik. Strategi komunikasi pemasaran diimplementasikan melalui media sosial, personal selling, word of mouth, event marketing, & sponsorship. Sinergi antara perumusan STP dan implementasi komunikasi tersebut berkontribusi pada terbentuknya brand awareness yang telah berkembang dari tahap brand recognition menuju brand recall, dengan Batik Bukit Batu diasosiasikan sebagai simbol budaya lokal Melayu.  
STRATEGI REBRANDING WAROENG MEMOELAI MELALUI MEDIA SOSIAL INSTAGRAM Tri Harda Putra; Ringgo Eldapi Yozani
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 13: Edisi II Juli - Desember 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

Waroeng Memoelai is a culinary business that previously had a strong image as a conventional traditional kopitiam associated with older consumers. Changes in the culinary industry, consumer behavior, and the growing influence of social media encouraged Waroeng Memoelai to undertake a rebranding strategy to reach a wider, particularly younger, market. This study aims to analyze the rebranding strategy implemented by Waroeng Memoelai through social media Instagram. This research uses a descriptive qualitative approach. Informants were selected using purposive sampling and consisted of Waroeng Memoelai management, the creative agency Our Media, staff, and active consumers or audiences. Data were collected through in-depth interviews, non-participant observation of Instagram content, and documentation. Data analysis employed the interactive model of Miles, Huberman, and Saldana, consisting of data condensation, data display, and conclusion drawing/verification, with source triangulation to ensure data validity. The findings show that the rebranding strategy was implemented through a combination of physical identity transformation and digital communication transformation, which also contributed to the formation of a new brand image. The repositioning process shifted the brand from a traditional kopitiam image toward a modern kopitiam concept while maintaining classical elements. Redesigning was implemented through consistent Instagram feed aesthetics, retro-modern color palettes, creative photo and video content, communicative captions, and the visual representation of young baristas with contemporary youth styles. Relaunching was conducted through interactive digital communication using Instagram features such as Reels, Stories, and feed content. The strategy succeeded in constructing a new brand image as a modern, aesthetic, trendy, and youth-oriented social space. Keywords: Rebranding; Brand Image; Social Media; Instagram; Modern Kopitiam
KOMUNIKASI PERSUASIF POKDARWIS DALAM MENINGKATKAN PARTISIPASI MASYARAKAT PADA PENGELOLAAN DESA WISATA DAYUN KABUPATEN SIAK Miskia Afdita Januarahmi; Ringgo Eldapi Yozani
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 13: Edisi II Juli - Desember 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

Dayun Tourism Village in Siak Regency has natural, cultural, and historical tourism potential, but community participation in its management is uneven. Involvement is more visible in technical activities, while participation in planning, decision-making, and evaluation remains limited. This study analyzes the persuasive communication of the Tourism Awareness Group (Pokdarwis) in increasing community participation. A descriptive qualitative approach with an interpretive paradigm was used. Data were collected through non-participant observation, semi-structured interviews, and documentation involving nine informants, analyzed with the Miles and Huberman interactive model, and checked through source and technique triangulation. The Elaboration Likelihood Model (ELM) was used to interpret message processing through central and peripheral routes. The findings show that Pokdarwis builds credibility through experience, competence, certification, and institutional ties with the village government, and attractiveness through social proximity. Messages are delivered in everyday language and reinforced by tangible evidence such as facilities, social media, and tourism activities. Community responses differ according to experience, motivation, occupation, perceived benefits, and self-confidence. Participation is stronger in technical implementation than in planning and evaluation. Persuasive communication contributes to community involvement, but broader and more sustained participation requires adaptive communication and clearer opportunities for involvement. Keywords: persuasive communication, Pokdarwis, community participation, tourism village, Elaboration Likelihood Model.
Co-Authors ', Karina ., Elmustian Achmad Noerkhaerin Putra Aidil Fitrian Akhsanul Pikri Aminuddin, Imam Annisa Muasrani Anuar Rasyid Aprianda, Yogi Arie Gunawan Arifin, Mohd Yahya Mohammed Ath Thaariq, Muhammad Aulina, Novia Azzmi, Muhammad Bolantara, Dwiki Diafitri, Rahmi Dwiki Bolantara Edi Tri Prayitno Efni Noor Salam Evawani Elysa Lubis Fahmi Muhammad Firnayanti, Esthi Genny Gustina Sari Handoko, Tito Hevi Susanti Ikhma Zurani Ismandianto Kasmirudin, Kasmirudin Lie Othman Lintang Arum Bagasati Mariaty Ibrahim Mashur Fadhli Mashur Fadli Meria Octavianti, Meria Miskia Afdita Januarahmi Moehammad Afrinaldi Saputera Saputera Moh Agung Wibowo Muhammad Ath Thaariq Muhammad Firdaus Nainggolan, Marissa Yunda Sonata Nofra Nilta Nova Diana, Nova Nova Yohana Nurul Mustaqimmah, Nurul Olfat, Ferdinan Favian Permata Sari, Indah Pioni Auzella Wahyuni Pradita, Dea Anandya Revaldesnita, Vinny Riau Nurita Rumyeni Rumyeni, Rumyeni Salsabila Salsabila Sandro, Sandro Sari, Mutia Novela Sari, Nova Serliana Sesdia Angela Siagian, Dewi Radiatul Irabiah Silfa, Syarifah Alfina Suci Andarini Sundari, Dini Suryan, Restu Tantri Puspita Yazid Tarigan, Efraim Arapenta Taufiqqurrachman Taufiqqurrachman Tika Isma Hamida Tika Isma Hamida Tri Harda Putra Tutut Ismi Wahidar Welly Wirman Welsa Alfiona Putri Yudnovon Wibowo, Moh Agung Windy Aulia Asshafa Wirdatul Aini