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Bachtiar, Willy
Sekolah Vokasi IPB University, Jln Kumbang No. 14 Bogor, Indonesia
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PERANCANGAN EVENT SEBAGAI STRATEGI MARKETING EVENT “A MOMENT OF J” Larasati Oetomo, Annisaa; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49216

Abstract

K-Pop fandom events are currently developing not only as a form of entertainment, but also as spaces for interaction and participatory experiences among fans. One example of this fandom event if “A Moment of J” (AMOJ), a Jaehyun NCT-themed fan-based event organized through creative workshops and community activities. This study aims to analyze the implementation of experiential marketing in the AMOJ event in building participatory experience throughout the event activities. This study uses a descriptive qualitative research method with data collection techniques through observation documentation and participant feedback after the event took place. This study applies Schmitt’s experiential marketing theory, which consists of sense, feel, think, act, and relate dimensions, supported by Goldblatt’s event management framework in planning and execution process of the event. The results show that the implementation of experiential marketing in the AMOJ event was able to create an interactive, emotional, creative and participatory participant experience. These experiences were built through visual decorations, venue ambience, DIY bagcharm workshop, interactive games, and social interactions among participants during the event. In addition, the event also created comfort, a sense of belonging, and social closeness among the participants as part of the Jaehyun NCT fandom community. Based on these findings, it can be concluded that fandom events can serve as an effective experiential marketing medium in building participants’ emotional and social experiences through participatory and immersive community activities.
PERAN WHATSAPP BUSINESS DALAM MEMBANGUN KOMUNIKASI UNTUK MENGGALI KEPUASAN PELANGGAN PADA PERUSAHAAN KAISAE Siahaan, Limarta Phatrecia; Willy Bachtiar
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49541

Abstract

Perkembangan teknologi digital mendorong transformasi pola komunikasi dalam dunia bisnis, salah satunya melalui pemanfaatan aplikasi pesan instan. Penelitian ini bertujuan untuk mengetahui alasan pemilihan WhatsApp Business dibandingkan media sosial lain, menjelaskan bentuk pemanfaatannya, serta menganalisis hasil kepuasan pelanggan pada perusahaan Kaisae. Metodologi yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa partisipasi aktif, observasi, studi literatur, dan wawancara mendalam bersama Supervisor Marketing serta klien perusahaan. Analisis kualitas pelayanan diukur menggunakan metode Customer Satisfaction Score (CSAT) dan lima dimensi SERVQUAL. Hasil penelitian menunjukkan bahwa WhatsApp Business dipilih karena efektivitas responnya mencapai 70-80%, jauh lebih unggul dibandingkan media email. Kaisae memanfaatkan fitur profil, katalog, label, pesan otomatis, dan balasan cepat untuk mendukung profesionalisme operasional. Strategi pengumpulan umpan balik dilakukan secara personal melalui fitur voice call guna menangkap emosi pelanggan secara langsung. Berdasarkan hasil survei, sebanyak 98% pelanggan menyatakan sangat puas terhadap pengalaman kerja sama dengan Kaisae. Penelitian ini menyimpulkan bahwa komunikasi yang personal dan adaptif mampu mengubah interaksi transaksional menjadi hubungan kemitraan jangka panjang yang berkelanjutan.
RESEPSI PENONTON TERHADAP KESEHATAN MENTAL PADA DRAMA KOREA CAN THIS LOVE BE TRANSLATED? Nur Alfianillah Hermawan, Meitaviani; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.50900

Abstract

This study examines Indonesian viewers’ reception of mental health representation in the Korean drama Can This Love Be Translated? (2026). The drama portrays Cha Mu-hee’s childhood trauma manifested as a protective delusion named Do Ra-mi (Dorami) and her self-acceptance process through supportive interpersonal communication with Joo Ho-jin. This research is significant due to the strong influence of the Korean Wave in Indonesia, while mental health issues still face stigma and low literacy in society. This qualitative study employed Stuart Hall’s reception analysis. Data were collected through semi-structured in-depth interviews with six respondents aged 18–25 years who had watched the drama completely. Thematic analysis was conducted by categorizing viewers’ reception positions. The findings indicate that most respondents are in the negotiated reading position. They perceived the mental health representation as clear, unique, and relatable, especially through Do Ra-mi as a defense mechanism and the important role of interpersonal communication in the self-acceptance process. However, respondents negotiated the overly rapid healing process and the lack of clear mental health diagnosis. Viewers’ interpretations were strongly influenced by personal experiences, professional backgrounds, and long-term K-drama watching habits. This study concludes that Korean dramas have great potential as an effective medium for mental health education among Indonesian youth, although more realistic and culturally sensitive representations are needed to reduce mental health stigma in society.
PERAN PROTOKOL DAN KOMUNIKASI PIMPINAN DALAM DISEMINASI INFORMASI KEGIATAN SEKRETARIS DAERAH KOTA BOGOR Utami, Mellisa; Willy Bachtiar
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.52192

Abstract

The development of public communication in the digital era requires local governments to disseminate information regarding leadership activities in a fast, accurate, and structured manner. In this context, the Protocol and Leadership Communication Division plays a strategic role in supporting the dissemination of information related to the activities of the Regional Secretary of Bogor City. However, studies examining the integration of protocol functions and leadership communication in the process of information dissemination within local government institutions remain limited. This study aims to identify the role of Protocol and Leadership Communication in disseminating information about the activities of the Regional Secretary of Bogor City, analyze the utilization of digital media such as Instagram and news media, and identify the obstacles encountered in the dissemination process. This research employed a qualitative approach using observation, active participation, interviews, and literature review as data collection techniques. Data were collected through direct observation of protocol and leadership communication activities at the Regional Secretariat of Bogor City and interviews with related parties. The results indicate that the synergy between protocol and leadership communication plays an important role in ensuring the smooth implementation of leadership agendas while supporting systematic information dissemination through digital and news media. The use of Instagram and news publications has contributed to expanding public access to information. However, several challenges were identified, including interdepartmental coordination issues, limited publication time, and the potential for miscommunication in delivering information regarding leadership activities. This study demonstrates that effective coordination between protocol and leadership communication is an essential factor in supporting transparent and integrated public communication within local government institutions.
Strategi STRATEGI PEMBUATAN KONTEN INSTAGRAM SEBAGAI BAGIAN DARI LAYANAN WHAT EV AGENCY Normalita, Dena; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.52446

Abstract

This article examines the strategy of Instagram content creation as part of the digital marketing services provided by What Ev Agency. The study describes how the agency plans, produces, publishes, and evaluates content for clients with different business characteristics. A qualitative descriptive approach was used through observation, interview, participatory observation, and literature study. The findings show that Instagram plays an important role in building trust, improving brand visibility, and supporting lead generation. Content planning begins with brief analysis, consultation, market and competitor research, and the formulation of a communication strategy aligned with brand identity and marketing funnel goals. Production includes concept development, copywriting, visual design, review, and final approval. Reels are considered effective for reach and impressions, while feed, carousel, and story formats remain important for sustaining engagement. Evaluation is based on metrics such as reach, views, shares, saves, comments, leads, and sales. The study concludes that adaptive and data-informed content strategy is essential for effective Instagram marketing in a digital agency context.
ANALISIS PEMANFAATAN DESAIN FEED INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS TOS CREATIVE Imaddudin, Muhammad Fathin; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.53315

Abstract

This study rigorously examines the strategic utilization of visual communicationdesign within static Instagram feeds as a primary mechanism for cultivatingcorporate brand awareness, focusing on the empirical case of TOS Creative, anemerging creative agency in Sukabumi, West Java. In the contemporary digitalecosystem, corporate entities often disproportionately allocate resources towarddynamic, short-form video content (reels), inadvertently neglecting the static visualgrid. This research identifies a critical operational vulnerability wherein the agency'sstatic feed, possessing only a minimal number of uploads, fails to project a cohesivevisual identity. Grounded in David Aaker’s theoretical framework of brandawareness, this qualitative descriptive study leverages in-depth interviews withsenior graphic design personnel, active participant observation, and secondarymetric analysis. The findings elucidate that while reels operate as vectors for initialaudience acquisition, the static feed functions as the foundational digital portfolio,anchoring professional credibility and facilitating autonomous brand recall. Thevisual architecture specifically a light purple, violet, and blue color palette, combinedwith Poppins typography and centered layouts serves as a cognitive trigger foraudience association. The study concludes by formulating a tripartite strategicblueprint: the enforcement of extreme visual consistency, the diversification ofeducational content pillars, and the systematic synergy between short-form videoand static graphical feeds to achieve top-of-mind awareness.Keywords: Corporate Branding, Visual Communication Design, Instagram Feed,Brand Awareness, Digital Strategy
PERAN CAMERA PERSON DAN PENERAPAN TEKNIK HEADROOM DALAM KEGIATAN PRODUKSI AUDIOVISUAL DI TELKOM VIRALS Febriansyah, Zhorif; Bachtiar, Willy; Marithasari, Harries
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.53385

Abstract

This study aims to analyze the roles and challenges of a camera person, as well as the application of headroom techniques, in audiovisual production activities at Telkom VirALS. This research employs a descriptive qualitative approach. Data were collected through active participation during Field Work Practice (PKL) from January 26 to May 10, 2026, direct observation, interviews, and literature studies. The results indicate that the role of a camera person at Telkom VirALS encompasses three production stages based on Gerald Millerson's (2009) theory: pre-production (equipment preparation, area setup, and run through), production (capturing images and coordinating with the switcherman), and post-production (managing and backing up footage to cloud storage). The primary challenge arises during the production stage, where the camera person must maintain consistent framing and headroom amidst unpredictable talent movements, while rapidly responding to the switcherman's instructions without compromising visual quality. Furthermore, the application of the headroom technique is adapted to the type of shot (such as medium shot or close-up) and integrated with the rule of thirds principle to create a balanced and proportional image composition. Consequently, the application of headroom techniques at Telkom VirALS serves not only an aesthetic function but also as a visual strategy to ensure audience comfort when viewing the broadcast.
PERAN FOTOGRAFI DALAM MEMBANGUN CITRA PIMPINAN MELALUI MEDIA DIGITAL SEKRETARIAT DAERAH KOTA BOGOR salsabila, Saskia; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.60361

Abstract

The development of digital media has encouraged local governments to utilize various forms of visual communication in delivering public information, one of which is photography. Photography has become a communication medium that supports information dissemination and contributes to the construction of regional leaders’ public image in the digital public sphere. This study aims to analyze the production and management process of photography in supporting information delivery to the public, as well as the role of photography in shaping the image of regional leaders through the digital media platforms of the Regional Secretariat of Bogor City. The findings indicate that photography is used as a complement to press releases and is published through official government websites and social media platforms to strengthen the delivery of information to the public. Photography also functions as visual evidence that supports transparency and public information disclosure. The study further reveals that photography plays a strategic role not only as a medium of public communication but also as an instrument for building the public image of regional leaders.
ELECTORAL: INOVASI PHYGITAL BOARD GAME BERBASIS SOCIAL DEDUCTION SEBAGAI MEDIA INTERVENSI PENGAMBILAN KEPUTUSAN ETIS TERKAIT KEKERASAN SEKSUAL DI PERGURUAN TINGGI Rino Alfian Muhammad Shobari; Bachtiar, Willy; Latif, Alfa Taufan
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 Nomor 03, September 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.61887

Abstract

Sexual violence in Indonesian higher education institutions has become a systemic and recurring crisis, with victims frequently silenced by power asymmetry, bystander effect, and the tonic immobility phenomenon that is often misread as consent. Existing prevention efforts remain largely passive (one-way legal socialization) and rarely train students' ethical decision-making under realistic dilemmas. This study developed and evaluated ELECTORAL, a phygital (physical-digital) board game based on social deduction mechanics, designed to train moral courage and ethical decision patterns among Generation Z university students regarding sexual violence prevention. A QUAL-dominant embedded mixed-methods design was employed, in which data from two focus group discussions (FGD) involving eight students across four universities (USU, Universitas Airlangga, Universitas Pendidikan Indonesia, and Universitas Sebelas Maret) served as the core dataset, supplemented by quantitative one-group pretest-posttest data (N=37) and expert triangulation with a university Sexual Violence Prevention and Handling Task Force (Satgas PPKPT) officer and a family and consumer science lecturer. Thematic analysis (Braun & Clarke, 2006) identified five major themes, most prominently that ELECTORAL mirrors real institutional power dynamics and increases self-reflective institutional awareness among student leaders. The Wilcoxon Signed-Rank Test showed no statistically significant pretest-posttest difference (Z=-1.387, p=0.166) and a low N-Gain (0.15), which qualitative findings help explain through a ceiling effect among participants with prior leadership or advocacy exposure. Expert triangulation confirmed the ecological validity of the game's scenarios while highlighting the necessity of trained facilitators to mitigate psychological risk. These findings suggest ELECTORAL produces meaningful qualitative shifts in institutional awareness that are not fully captured by short-term quantitative measures.
Co-Authors Abung Supama Wijaya, Abung Supama Adhipramana, Finno Yekti Adinda Qothrunnada Agnia, Najmi Agus Muji Santoso Agus Syahrani Akuan, Fania Nur Aisyah Alfa Taufan Latif Alia Bihrajihant Raya Ambarini, Nabila Ayu Anang Wahid M.Diah Anastasya, Audrey Andera, Muhammad Haykal Anggraeni Dyah S Arifin Dwi Saputro Arinda Dwi Ananda Astuti, Vivien Febri Aulia, Sinta Bainuri, Zaidan Halifz Bayu Suriaatmaja Suwanda Camila Hamdani, Tasya Denariansyah, Azqia Disti, Marwa Evi Rinata Fasya Hazhiyah Febri Astuti, Vivien Febriansyah, Zhorif Finda Meyditia Firman Muhammad Basar Hasna, Aulia Nur Hendy Setiawan Herlina, Lien Heryudianto Vibowo Ika Sartika Imaddudin, Muhammad Fathin Ivana Syah Putri Kencana, Karmenita Kintan Khayla Zahwa Annisa Kuntoro, Diadji Kusumawardani, Anggi Dwi Larasati Oetomo, Annisaa Latif, Alfa Tahufan Latif, Alfa Taufan Leonard Dharmawan Made Shanty Aurellia Marithasari, Harries Nanang Wahyudin Nissa, Andiena Awaliatu Normalita, Dena Nur Alfianillah Hermawan, Meitaviani Nurfitriani, Devi Nurhaliza, Nazwa Pardede, Akim Manaor Hara Qothrunnada, Adinda Ramdani, Ratu Chiandita Meidinah Renny Soelistiyowati Rici Tri Harpin Pranata rima siburian Rino Alfian Muhammad Shobari Ronny Lesmana Salsabila, Saskia Sesar Husen Santosa Siahaan, Limarta Phatrecia Supama Wijaya, Abung Suwanda, Bayu Suriaatmaja Taufan Latif, Alfa Tri Budiarto Utami, Mellisa Vivien Febri Astuti Yanuar Dwi Prastyo Yuningsih, Asri Zahrah, Wina Athifah