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All Journal Jurnal Ilmiah Komunikasi Makna Jurnal Sosioteknologi Professional : Jurnal Komunikasi dan Administrasi Publik JRK (Jurnal Riset Komunikasi) Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Komunikasi urnal Interaksi: Jurnal Ilmu Komunikasi Dinamisia: Jurnal Pengabdian Kepada Masyarakat SEIKO : Journal of Management & Business Sospol : Jurnal Sosial Politik Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) MEDIALOG: Jurnal Ilmu Komunikasi Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian LINIMASA: JURNAL ILMU KOMUNIKASI DIALEKTIKA Avant Garde Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK) Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Charity : Jurnal Pengabdian Masyarakat Jurnal Indonesia : Manajemen Informatika dan Komunikasi Jurnal Ilmiah Wahana Pendidikan Daengku: Journal of Humanities and Social Sciences Innovation INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE Scriptura : Jurnal Ilmiah Media Nusantara Jurnal Spektrum Komunikasi
Ratih Hasanah Sudrajat
Universitas Telkom
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PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP EFEKTIVITAS DAKWAH : Studi Pada Followers Akun Instagram @Hanan_attaki Tiste Putri Arini; Ratih Hasanah Sudradjat
EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI Vol 6 No 2 (2023): Mei
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Pembangunan Nasional Veteran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33822/jep.v6i2.5849

Abstract

Kehadiran media sosial dapat mempengaruhi lifestyle dan mindset masyarakat khususnya generasi muda. Dari beragam informasi yang didapatkan melalui media sosial, salah satu yang dapat diterapkan yakni kegiatan berdakwah. Dalam menerapkan kegiatan tersebut komunikasi diperlukan sebuah efek atau perubahan pada komunikan yang bisa terjadi bukan hanya satu orang melainkan banyak orang. Penelitian ini menggunakan media sosial Instagram yang dilakukan ustadz Hanan Attaki dalam berdakwah. Studi ini tujuannya guna mencari tahu pengaruh penggunaan media sosial terhadap efektivitas dakwah (studi pada followers akun Instagram @hanan_attaki). Metode penelitian yang dipakai yakni kuantitatif dengan pendekatan deskriptif. Di studi ini digunakan teknik Purposive Sampling untuk pengambilan keputusan dengan jumlah responden ada 400 orang. Hasil penelitian menunjukkan nilai R square sebesar 25%, sebaliknya 75% sisanya terpengaruh variabel lain. Hasil uji parsial (t) juga memperoleh hasil thitung (11,510) > ttabel (1,649) dan nilai signifikansi 0.00 < 0,05, yang berarti ada pengaruh penggunaan media sosial terhadap efektivitas dakwah (studi pada followers akun Instagram @hanan_attaki). Maka, H0 ditolak dan H1 diterima.
Analisis Konten Social Marketing Campaign Dove #RambutAkuKataAku Di Youtube Pada Konsep Body Positivity Aiga Diwani; Ratih Hasanah Sudradjat
Jurnal Interaksi: Jurnal Ilmu Komunikasi Vol 7, No 2 (2023): Jurnal Interaksi: Jurnal Ilmu Komunikasi
Publisher : UMSU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/ji.v7i2.13702

Abstract

Berkembangnya isu mengenai standar kecantikan yang tidak realistis memunculkan sebuah gagasan positif yang dinilai dapat menanggulangi isu tersebut yakni body positivity. Dove merupakan brand perawatan rambut dan tubuh yang aktif menyuarakan body positivity melalui campaign-nya selama lebih dari satu dekade. Salah satu campaign Dove Indonesia terkait body positivity adalah campaign #RambutAkuKataAku dimana campaign ini berupaya untuk menciptakan perubahan sikap dan perilaku sosial yang bermanfaat bagi masyarakat yang disebut juga dengan social marketing campaign. Penelitian ini mempelajari bagaimana konten social marketing campaign Dove #RambutAkuKataAku di channel Youtube Dove Indonesia pada konsep body positivity. Peneliti menggunakan metode analisis isi kualitatif dengan paradigma post-positivisme. Teknik keabsahan data yang digunakan adalah triangulasi sumber. Hasil pada penelitian ini menunjukkan bahwa ketiga video campaign Dove #RambutAkuKataAku mengandung kategori aktivitas social marketing campaign dan konsep multidimensi body positivity dengan jumlah score yang berbeda pada pengkodingan, serta setiap video campaign didominasi oleh kategori aktivitas social marketing campaign dan konsep body positivity yang berbeda.Kata Kunci: Analisis Isi Kualitatif, Aktivitas Social Marketing Campaign, Body Positivity
STRATEGI KOMUNIKASI PEMASARAN EFEKTIF @GOTBEEF.ID MELALUI MEDIA SOSIAL INSTAGRAM Neema Aliifah Azzahra; Ratih Hasanah Sudradjat
Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 4 No. 3 (2023): Jurnal Indonesia : Manajemen Informatika dan Komunikasi (JIMIK)
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) AMIK Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jimik.v4i3.309

Abstract

This study focuses on the effective marketing communication strategies of Got Beef Restaurant through the social media platform Instagram. The study analyzes the planning, implementation, and evaluation stages of the marketing communication strategy. The research findings reveal that Got Beef strategically determines market segmentation based on geographical, demographic, psychographic, and learning method factors. The target market consists of young people and women interested in the culinary experiences, especially burgers. Got Beef's positioning is related to the theme of feminism, aiming to differentiate itself from competitors and build a strong brand image. In terms of implementation, the message strategy used by Got Beef is persuasive, employing informal language and visually appealing content to engage with the audience. Instagram is chosen as the main communication medium due to its popularity and reach. The evaluation stage assesses the cognitive, affective, and conative effects on consumers by measuring understanding, emotional connection, and actions taken. This study suggests improvements in message clarity, focus on Instagram reels features, and the recruitment of social media or digital marketing experts. Overall, this study provides insights into the effective marketing communication strategies of Got Beef and highlights areas that need improvement.
The Influence of Electronic Word of Mouth ‘Sudut Pandang’ Bandung On TikTok to Brand Awareness Jauza Abiyya Mirza; Ratih Hasanah Sudradjat
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 3 No. 4 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku1888

Abstract

The internet is growing quickly in Indonesia as well, so this month it has taken over as the primary facilitator for all parts of the emerging calendar, which has the potential to make all activities easier, the actions that transform products into halal goods, effectively utilize social media, and fabricate items are those that are now being exploited in social media. This research aims to ascertain the impact of electronic word-of-mouth on public percepsetion of the Sudut Pandang Bandung as it appears on TikTok. In this research, data were gathered quantitatively utilizing survey methodologies and questionnaire distribution
PENGARUH ONLINE SALES PROMOTION TERHADAP LOYALITAS PELANGGAN ERHA DERMATOLOGY Rd Tasyania Aprielianty M; Ratih Hasanah Sudradjat
Jurnal Riset Mahasiswa Dakwah dan Komunikasi Vol 5, No 2 (2023): Juli 2023
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/jrmdk.v5i2.23404

Abstract

Pada era modern ini, perkembangan teknologi telah menghasilkan banyak perubahan, Sektor usaha dalam dunia bisnis pun ikut melaju pesat, salah satunya adalah inovasi teknologi pada industri estetika dan kesehatan.    Studi ini tujuannya guna mencari tahu besarnya dampak online sales promotion pada loyalitas pelanggan Erha Dermatology. Studi ini  memakai pendekatan analisis deskriptif dengan metode kuantitatif. Populasi studi didapatkan dari followers Instagram @Erha_dermatology baik pria atau wanita yang membeli pembelian produk/jasa minimal 1x. Jumlah sampel yang dipakai di studi ini yakni 400 responden. Teknik analisis data yang dipakai ialah analisis regresi linear sederhana. Pada studi ini memperlihatkan online sales promotion berdampak positif dan signifikan pada loyalitas pelanggan Erha Dermatology.
Pengaruh Kampanye Public Relations #SegarTanpaKhawatir di Instagram terhadap Brand Awareness Esteh Indonesia Farisa Dea; Ratih Hasanah Sudrajat; Haris Annisari Indah Nur Rochimah
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.3836

Abstract

The circulation of the issue of sugar in Esteh Indonesia's drinks requires it to move quickly to present the latest innovations, namely the sugar level or level of sweetness in drinks that can be adjusted to its consumers. This innovation was introduced through the #SegarTanpaKhawatir public relations campaign which was uploaded on Esteh Indonesia's Instagram account. The purpose of this study was to measure how much influence the #SegarTanpaKhawatir public relations campaign on Instagram had on Esteh Indonesia's brand awareness. This study uses a descriptive quantitative approach with data collection techniques through online questionnaires. The sample technique used was purposive sampling and produced 400 respondents who were a group of young adults with an age range of 15-29 years and were aware of the #SegarTanpaKhawatir public relations campaign on Instagram. The results of the study show that the #SegarTanpaKhawatir public relations campaign has a positive influence on Esteh Indonesia's brand awareness with a moderate level of relationship. This study found that Esteh Indonesia's brand awareness was still at the level of brand recall. So, through these findings, it is hoped that Esteh Indonesia can further develop its marketing activities so that it becomes a top of mind product in its category.
Analisis Konten Aktivitas Corporate Social Responsibility Kampanye Goals pada Website MNC Peduli Nunki Imtinan Valentina; Ratih Hasanah Sudrajat
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.3835

Abstract

This research was conducted to find out the message of the Goal Campaign's Corporate Social Responsibility (CSR) activities in the form of news published by the MNC Group through the MNC Peduli website. In this study, we analyze news message categories, news message content approaches, and CSR news message values. This research was carried out using qualitative methods and content analysis. The findings from this research are that the message categories used by companies in making CSR news messages are hard news and features. The content approach used in creating MNC Peduli's CSR news messages is a social and spiritual approach. MNC Peduli's CSR news message values have fulfilled the five elements of message values. The conclusion of this study is that MNC Group, through MNC Peduli, publishes messages on Corporate Social Responsibility (CSR) campaign goals in the form of published news quite optimally by using categories, content approaches, and values that are in line with stakeholder.
STRATEGI KOMUNIKASI PEMASARAN EFEKTIF @gotbeef.id MELALUI MEDIA SOSIAL INSTAGRAM Ratih Hasanah Sudradjat; Neema Aliifah Azzahra
Jurnal Riset Komunikasi Vol 14, No 1 (2023)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31506/jrk.v14i1.20958

Abstract

Penelitian ini fokus pada strategi komunikasi pemasaran yang efektif dari Restoran Got Beef melalui media sosial Instagram. Studi ini menganalisis tahap perencanaan, tahap pelaksanaan dan tahap evaluasi dari strategi komunikasi pemasaran. Temuan penelitian mengungkapkan bahwa Got Beef secara strategis menentukan segmentasi pasar berdasarkan faktor geografis, demografis, psikografis, dan cara pembelajaran. Pasar target terdiri dari anak muda dan wanita yang tertarik dengan dunia kuliner, terutama makanan burger. Positioning Got Beef berkaitan dengan tema feminisme, bertujuan untuk membedakan dirinya dari pesaing dan membangun citra merek yang kuat. Dalam hal implementasi, strategi pesan yang digunakan oleh Got Beef bersifat persuasif, menggunakan bahasa informal dan konten visual yang menarik untuk berinteraksi dengan audiens. Sedangkan, Instagram dipilih sebagai media komunikasi utama karena popularitas dan jangkaunya. Tahap evaluasi menilai efek kognitif, afektif, dan konatif pada konsumen dengan mengukur pemahaman, koneksi emosional, dan tindakan yang diambil. Penelitian ini menyarankan peningkatan dalam kejelasan pesan komunikasi, fokus pada fitur reels Instagram, dan perekrutan ahli dalam media sosial atau pemasaran digital. Secara keseluruhan, studi ini memberikan wawasan tentang strategi komunikasi pemasaran yang efektif dari Got Beef dan menyoroti area-area yang perlu ditingkatkan.
Analysis of Word of Mouth as a Marketing Communication Strategy of Dj Arie Public Speaking and Broadcasting Schools on Social Media Instagram Putri Nabilah Anjani; Ratih Hasanah Sudradjat
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 3 No. 5 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku1942

Abstract

Communication skills are very important when carrying out marketing activities. Communication can affect the results of marketing which of course will be related to product sales issues. Marketing communication is a determining factor for success and is a marketing program that is carried out. With the various benefits obtained through the WOM marketing communication strategy, this is related to what was carried out by one of the Public Speaking and Broadcasting Schools in Bandung. As a media sharing in conveying various matters regarding the Science of Public Speaking and Broadcasting. as done by DJ Arie School. In this study, the paradigm used is the post positivism paradigm. In collecting the data, the writer uses observation, interview, documentation, and triangulation techniques. The data that the researcher has obtained is then processed and analyzed, so that the researcher can explain how Word of Mouth is a Marketing Communication Strategy for Dj Arie Public Speaking and Broadcasting School on Instagram Social Media. Based on the research results, it is known that Dj Arie Public Speaking and Broadcasting School has paid close attention to the three elements of the Marketing Communication Strategy. Then Word of Mouth was carried out where services, testimonials and informative information systems were very concerned by Dj Arie School so that consumers who were satisfied because the services provided would allow them to provide recommendations for Dj Arie School to the public
The Effect of Information and Threat Emotion on Buying Decision of Masks by the Indonesian Community in Preventing Covid-19 Virus Wilda Nasution; Ratih Hasanah Sudrajat
Jurnal Spektrum Komunikasi Vol 10 No 3 (2022): Jurnal Spektrum Komunikasi
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v10i3.270

Abstract

In making buying decisions, consumers are always driven by needs or motivation. Many previous studies have proven the role of various forms of motivation in influencing the judgment that leads to buying decisions. One form of motivation is the threat emotion. Not much research has been done on how emotions influence consumer decision making. Fear turns out to be an internal pressure for consumers and urges them to reduce tension by making decisions. Using data obtained from 400 respondents, this study aims to measure the influence of information and threat emotion on the decision to buy masks by the Indonesian people to prevent the Covid-19 virus. The results show the significant influence of information and threat emotion on their purchase decisions because they believe that masks are the answer to prevent and reduce their fear of the Covid-19 virus.
Co-Authors Afifah Fathia Az Zahra Aiga Diwani Andi Aninditha Laksita Aprilia Dwi Eristiani Arie Prasetio Aryani Septiana Aulia Rizkiyah Fagita Ayub Ilfandy Imran Azalia Hartoputri Cahaya Mustika Pertiwi Cindy Sri Hayati David Anggarda Sampurna Desvia Dwiana Putri Ayuningtias Dina Nur Handayani Dini Salmiyah Farisa Dea Gede Agung Ary Gita Atiko Haris Annisari Indah Nur Rochimah Idola Perdini Putri Ike Herliana Ginting Indah Mestika Jauza Abiyya Mirza Kharisma Nasionalita Maulana Rezi Ramadhana Nabilla Nur Permata Nadya Istighfarina Nadya Oktaviana Neema Aliifah Azzahra Nunki Imtinan Valentina Nurul Hikmah Putri Nabilah Anjani Rd Tasyania Aprielianty M Reni Nuraeni, Reni Setia Indah Setara Bulan Steven Steven Taufiqurrahman Taufiqurrahman Tiste Putri Arini Wahyuni Aritonang Wilda Nasution Wildan Alfarizi YUYUN SITI ROHMAH