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All Journal Scriptura Jurnal e-Komunikasi Harati: Jurnal Pendidikan Kristen Scriptura: Jurnal Ilmiah Komunikasi Journal of Content and Engagement
Felicia Goenawan
Ilmu Komunikasi Universitas Kristen Petra
Religion Education Languange, Linguistic, Communication & Media Social Sciences

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Efektivitas Iklan Shopee Indonesia dalam Akun Instagram @shopee_id Pada Masyarakat Indonesia Vania Muljadi; Gatut Priyowidodo; Felicia Goenawan
Jurnal e-Komunikasi Vol 10, No 2 (2022): VOL 10, NO 2 SEPTEMBER 2022
Publisher : Jurnal e-Komunikasi

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Abstract

Shopee merupakan e-commerce teratas di Indonesia pada tahun 2021 serta menjadi nomor 1 di pasar Indonesia selama periode 2021. Shopee memiliki media sosial yang aktif digunakan yaitu Instagram untuk mepromosikan iklannya. Tujuan dari penelitian ini adalah untuk mengetahui efektivitas iklan di Instagram Shopee Indonesia. Media sosial Instagram menjadi salah satu alat komunikasi pemasaran yang berguna untuk menyampaikan informasi produk dan menjangkau customer dengan cakupan yang lebih luas. Dalam penelitian ini, efektivitas iklan diukur dengan menggunakan metode Customer Response Index (CRI). Metode CRI mengukur respon mulai dari tahapan awareness, comprehend, interest, intention, hingga action. Peneliti menggambarkan efektivitas dalam teori Hierarchy of Effects yang didukung juga dengan teori komunikasi pemasaran serta teori mengenai iklan. Jenis penelitian ini adalah penelitian deskriptif dengan pendekatan kuantitatif. Teknik yang digunakan adalah non-probability sampling dan purposive sampling dengan menyebarkan survei online dengan jumlah sampel sebanyak 100 responden. Hasil penelitian ini bahwa iklan instagram Shopee Indonesia masih belum efektif dengan hasil akhir perkalian CRI sebesar 49%.
Studi Komparatif: Analisis Isi Tema Pesan Instagram Brand Victoria’s Secret Sebelum dan Sesudah Rebranding Velly Christine Ratu Edo; Inri Inggrit Indrayani; Felicia Goenawan
Jurnal e-Komunikasi Vol 10, No 2 (2022): VOL 10, NO 2 SEPTEMBER 2022
Publisher : Jurnal e-Komunikasi

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana gambaran isi tema pesan yang digunakan oleh brand retail Victoria’s Secret sebelum dan sesudah rebranding melalui akun Instagramnya yaitu @victoriassecret. Instagram merupakan salah satu media sosial yang dapat digunakan untuk memasarkan produk. Pesan merupakan salah satu unsur komunikasi paling penting agar dapat menarik calon pelanggan untuk membeli produk yang ditawarkan di media sosial. Penelitian ini menggunakan analisis isi kuantitatif. Hasil yang ditemukan, Victoria’s Secret sebelum rebranding dan sesudah rebranding sama-sama lebih sering mengunggah konten di hari Rabu dan Jumat yaitu sebesar masing-masing 10% dan 8%. Selain itu, ditemukan bahwa ketika Victoria’s Secret belum melakukan rebranding, bulan September menjadi bulan paling aktif Victoria’s Secret mengunggah konten ke Instagram yaitu sebanyak 24%. Berbeda dengan periode selanjutnya, Victoria’s Secret paling banyak mengunggah konten setelah melakukan rebranding di bulan Juli, yaitu sebanyak 18%. Tema pesan yang paling terlihat pada kedua periode adalah Seasonal/Event Related dengan total 96 unggahan dan yang paling sedikit adalah Anxieties dengan total 3 unggahan. Victoria’s Secret sebelum rebranding lebih condong berfokus pada visual yang ditampilkan daripada fokus menggunakan tema pesan untuk berkomunikasi dengan para pengikutnya di Instagram.
Opini Followers Terhadap Penggunaan Celebrity Endorser Ian Hugen pada Iklan Kind Series di Instagram @skingameofficial Carolin Yoko Casandra; Lady Joanne Tjahyana; Felicia Goenawan
Jurnal e-Komunikasi Vol 10, No 2 (2022): VOL 10, NO 2 SEPTEMBER 2022
Publisher : Jurnal e-Komunikasi

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Abstract

Marketing public relations perlu memonitor dan mengevaluasi opini publik, apakah opini yang terbentuk menguntungkan bagi perusahaan. Opini terbentuk dari penetrasi pesan yang disampaikan perusahaan, dalam hal ini penggunaaan celebrity endorser dalam iklan sebagai aktivitas dari marketing public relation. Pengukuran opini dilakukan menggunakan tiga komponen opini yaitu kepercayaan, nilai dan pengharapan dengan diakomodir model VisCAP dalam pengukuran celebrity endorser. Dalam penelitian ini, akan dilakukan pengukuran opini followers terhadap penggunaan celebrity endorser Ian Hugen pada iklan Kind Series di Instagram @skingameofficial. Sebagaimana terdapat pro-kontra terhadap Ian yang merupakan transpuan dan maraknya penggunaan celebrity endorser asal Korea Selatan oleh brand kompetitor. Penelitian dilakukan dengan pendekatan kuantitatif deskriptif dan metode penelitian e-survei yang dibagikan kepada 100 responden yang diambil menggunakan teknik purposive sampling. Teori yang digunakan dalam penelitian ini adalah teori Stimulus-Organism-Response (S-O-R), opini, dan celebrity endorser. Hasil akhir dari penelitian ini secara keseluruhan adalah followers memiliki opini positif terhadap penggunaan celebrity endorser Ian Hugen. Hal ini karena Ian Hugen memiliki visibility, credibility, attraction dan power yang positif.
Marketing Communication Strategy at Fashion Company "X" During a Pandemic Covid-19 Jerry Indrawan; Felicia Goenawan; Ido Prijana Hadi
Journal of Content and Engagement Vol 1 Issue 1 (2023): April 2023
Publisher : Communication Science Department - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.1.65-83

Abstract

This research was conducted to find out how the marketing communication strategy was carried out by fashion company "X" during the Covid-19 pandemic. In its marketing communication strategy, fashion company "X" has the goal of increasing sales of the products sold by fashion company "X". In achieving this goal, the fashion company "X" uses the AIDA model (Action, Interest, Desire, Action) to classify a person's phases in knowing a brand and taking action and using the elements in integrated marketing communication (IMC) to analyze strategy marketing communications used by fashion company "X". This type of research is descriptive qualitative. And using the case study method as well as in collecting data using interview techniques. In delivering its marketing communication strategy, fashion company "X" uses several online media according to their target market. In addition, they also use live shopping techniques. and the latter uses the data of every customer who purchases at their company to offer the latest products from fashion company "X". The results of this study are used to determine marketing communication strategies at the fashion company "X" during the Covid-19 pandemic and the latter uses the data of every customer who purchases at their company to offer the latest products from fashion company "X". The results of this study are used to determine marketing communication strategies at the fashion company "X" during the Covid-19 pandemic and the latter uses the data of every customer who purchases at their company to offer the latest products from fashion company "X". The results of this study are used to determine marketing communication strategies at the fashion company "X" during the Covid-19 pandemic
Ritual Communication of Cheng Beng Ceremony on Chinese Ethnic in Balikpapan City Lydia Tjioe; Gatut Priyowidodo; Felicia Goenawan
Journal of Content and Engagement Vol 1 Issue 1 (2023): April 2023
Publisher : Communication Science Department - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.1.33-49

Abstract

This research was conducted to determine ritual communication in the Cheng Beng ceremony in the Chinese ethnic community. Ritual communication is unique and often difficult for individuals outside the community to understand. Like the Cheng Beng ceremonial ritual, this ritual is only understood by people who are ethnic Chinese. Communities can understand rituals on an ongoing basis both through coaching and discussion, this is what causes the understanding of the rituals of the Cheng Beng ceremony to be different from people outside the ethnic Chinese. The community studied is the ethnic Chinese community in Balikpapan City. This study uses a qualitative approach with ethnographic methods and data analysis using the QSR NVivo 12 computer program. The finding of the research indicate that the ritual communications used by the Chinese ethnic community in Balikpapan City in carrying out the Cheng Beng ceremony are communicative situations, communicative events, and communicative actions. In the communicative situation of the Cheng Beng ceremony, there are formal communicative situations and non-formal communication situations. In the communicative events of the Cheng Beng ceremony there are ritual agendas, ritual actors, and ritual equipment. In the communicative actions of the Cheng Beng ceremony, there are verbal actions and nonverbal actions. Ritual communication that occurs at the Cheng Beng ceremony for ethnic Chinese in Balikpapan City can occur by having ritual equipment that has meaning in everything that is prepared. The ritual equipment contained in the Cheng Beng ceremony will cause nonverbal actions. Then the ritual equipment and nonverbal actions of the Cheng Beng ceremony will give rise to non-formal communication situations. Limitations of the study in this study is the limited time in conducting field observations.
The Effectiveness of Using Neymar Jr. as a Brand Ambassador for Mister Potato Products on Instagram Social Media Ronaldo Budialim; Felicia Goenawan
Journal of Content and Engagement Vol 1 Issue 3 (2023): December 2023
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.3.201-215

Abstract

Mister Potato, a prominent potato chip brand originating from Malaysia, was established in 1992 and has since secured its position as the leading snack choice in Malaysia. As part of its 30th-anniversary celebrations, Mister Potato proudly appointed the globally renowned football athlete Neymar Jr. as its brand ambassador. This study endeavors to evaluate the efficacy of Neymar Jr. in his role as the brand ambassador for Mister Potato. Employing a survey method facilitated through the Likert scale, the researchers collected responses until reaching a sample size of 100 respondents. The assessment of effectiveness was carried out using the VisCAP model. The outcomes of this research unequivocally affirm the effectiveness of Neymar Jr. as a brand ambassador for Mister Potato.
Visitors Attitude on Servicescape Excelso Societe Surabaya Rr. Aulia Zerlina Maheswari; Inri Inggrit Indrayani; Felicia Goenawan
Journal of Content and Engagement Vol 2 Issue 1 (2024): April 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.1.82-102

Abstract

This research was conducted with the aim of identifying visitors' attitudes towards ExcelsoSociete's servicescape. Marketing public relations creates a memorable experience forvisitors, so Excelso Societe has a strategy to communicate value and become a differentiatorfrom competitors which creates a response in the form of a positive attitude. Brand identity isimportant to achieve company value in introducing products/services. One way to meetconsumer needs is to improve the customer experience through the physical environment.The physical environment or servicescape is an important factor for companies in meetingconsumer needs by providing customer experience.Servicescape becomes a strong communication channel between the brand and the public.Good communication with visitors helps Excelso Societe understand the wants and needs ofvisitors. Public relations is very important in the process of achieving Excelso Societe's goalof building a positive image to visitors. The company's image can be built based on visitors'experiences and perceptions. Consumer attitudes towards a positive image will strengthen thebrand's position in gaining the trust of visitors.The type of research used is descriptive quantitative and uses a survey method. Theresults showed that the spatial layout & functionality dimension obtained the highest score oncognitive attitudes and affective attitudes, while the signs, symbols, and artifacts dimensionobtained the highest score on conative attitudes.
Christian Leadership Education for Youth through Social Organizational Communication Styles Based on Banyuwangi’s Local Culture in the Post-Pandemic Suyanto, Richard Alejandre; Indrayani, Inri Inggrit; Goenawan, Felicia
Harati: Jurnal Pendidikan Kristen Vol 5 No 1 (2025): HaratiJPK: April
Publisher : Fakultas Keguruan dan Ilmu Pendidikan Kristen IAKN Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54170/harati.v5i1.893

Abstract

This study explored Christian leadership education for youth through organizational communication styles within a social institution, specifically, a church-based youth organization in Banyuwangi, Indonesia. The COVID-19 pandemic disrupted social interactions, leading to a significant decline in youth participation. However, post-pandemic observations revealed a notable increase in engagement among the youth members of GKT (Gereja Kristen Tuhan) Banyuwangi. This shift raised important questions about the role of leadership communication in revitalizing youth involvement. This study used a qualitative case study approach, data were collected through participant observation, interviews with four informants, and document analysis. The findings suggested that the youth leader employed varied communication styles depending on his social role within the organization. As a leader, he utilized controlling, structuring, and relinquishing styles; as a coach, he adopted a more directive approach; and as a teacher and peer, he favored an egalitarian style. These communication strategies, shaped by Christian values and local cultural norms of Banyuwangi, played a significant role in fostering motivation and participation among youth members.
The Effectiveness of Using Gel Angelicca as Celebrity Endorser of ESQA Cosmetics to Indonesian Women on Instagram Trisno Lidya Natania; Felicia Goenawan; Astri Yogatama
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.266-283

Abstract

ESQA Cosmetics is a cosmetic brand from Indonesia. ESQA Cosmetics is known as the first vegan cosmetics brand in Indonesia that uses Gel Angelicca as a celebrity endorser in its Marketing Public Relation (MPR) activities. This research was conducted to find out the effectiveness of a celebrity endorser, named Gel Angelicca, in promoting ESQA Cosmetics products to Indonesian women on Instagram. This research uses an online survey method which was distributed to 100 respondents using a Likert scale. The result of this research shows that Gel Angelicca as a celebrity endorser for ESQA Cosmetics has proven to be effective in delivering promotional messages to Indonesian women on Instagram by looking at the values in the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, Similarity). This research shows that the most effective TEARS model indicator in using Gel Angelicca as a celebrity endorser is the attractiveness indicator.
Effectiveness of Red Velvet as Brand Ambassadors for Azarine Cosmetic in Makeup Series Products Victoria Amijaya; Inri Inggrit Indrayani; Felicia Goenawan
Journal of Content and Engagement Vol 3 Issue 1 (2025): April 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.1.16-33

Abstract

Marketing Public Relations was an activity aimed at creating a positive image. A brand ambassador was someone who functioned as a representation or face of a brand. The use of famous celebrities as brand ambassadors during the launch of new products significantly increased public appeal and attention. Red Velvet was a South Korean girl group that has been active in the music industry for 10 years since their debut in 2014. Azarine Cosmetic appointed Red Velvet as the brand ambassador. This research aimed to measure the effectiveness of Red Velvet as the brand ambassador for Azarine Cosmetic's makeup series. The research approach was descriptive quantitative, with data collection techniques using an online questionnaire method through Google Forms distributed to 100 respondents using a Likert scale. The sampling technique employed purposive sampling. This study measured the effectiveness of the brand ambassador using Hovland's (1953) source credibility theory, which was divided into three indicators: trustworthiness, attractiveness, and expertise. The research results indicated that Red Velvet, as the brand ambassador for Azarine Cosmetic's, was deemed effective according to the source credibility theory, with expertise being the highest indicator because Red Velvet possessed a strong charm as a brand ambassador for the makeup products.
Co-Authors Adrian Iskandar Alexandra Claudia Hendratno Almasih, Lisa Amanda Alicia Leha Amelia Sidik Amelia Sidik Amelia Sidik Amelia Sidik Amelia Sidik Ariella Harman Astri Yogatama Astri Yogatama Astri Yogatama Audrey Zabrina Silas Darmawan Axel Yonatan Bella Laurenzia Berlian Rahmawati Bernadheta Yoshy Gaviota Biantoro, Nico Indrasukmana Bramantyo Dhanurgrah Carolin Yoko Casandra Celine Vivian Chory Angela Wijayanti Christabel Nathania Christian, Hans Christianus D. Wijaya Cindy Monica Claudia Olivia Madeline Mangarek Claudia Thendywinaryo Cornelius Felix Dea Ardina Paraditha Dhanurgrah, Bramantyo Dilecia, Faustine Eunike Setiawan Evelyn, Fedora Evelyne, Violetta Sydney Fanny Irwan Fanny Lesmana Farenza Farenza Faustine Dilecia Fedora Evelyn Felicia Brigitta Lavenia Felicia Budi Felicia Clairine Ariella Felicia Kosasih Felita Wibowo Florencia Fortuna Saputra Gabrielle Priscilla Ruru Gaby Lingga Safira Gatut Priyowidodo Geraldina Kumala Gladys Graciella Lodri Hans Christian Ido Prijana Hadi Inri Inggrit Indrayani Inri Inggrit Indrayani Inri Inggrit Indrayani Irene Yenawan Irving Williem Jandy Luik Jeannie Nugroho Jerry Indrawan Jessica Hadi Jessica Michelle Hartono Jocelin Alice Agape Johar Firdaus Lisapaly Judy Djoko W. Tjahyo Judy Djoko Wahjono Tjahjo Juliana Laurensia Manuel Kevin Gunawan Kezia Novelia Kezia Yemima Susanto Kumala, Geraldina Lady Joanne Tjahyana Lady Joanne Tjahyana Larasati, Vincentia Claudia Laurensia Sherin Hadi Leci Illona Telaumbanua Lenny Sulistyo Leoni Leoni Lisa Almasih Lita Marsella Wijoyo Lois Nathania Lydia Tjioe Melina Yanti Melinda Melinda Metta Devina Michael Hudson Lawrence Michelle Michelle Michelle Sunartio Monica Angelina Monica Felysia Monica Rusdianto Monica, Vita Monica, Vita Nancy Nancy Natasha Citra Wijaya Natasya Rachel Nico Indrasukmana Biantoro Nugroho, Jeannie Obelia Oktaviana Oktavianus Filemon Tallo Otto Bambang Wahyudi Prayogo, Pricillia Audrey Pricillia Audrey Prayogo Ricky Ciputra Rika Dewi Tanumiharjo Ronaldo Budialim Rr. Aulia Zerlina Maheswari Ruru, Gabrielle Priscilla Safira, Gaby Lingga Santoso, Vanessa Michelle Sarah Azaliah Karsa Satyadi Lukito Setiawan, Eunike Sherin Fongana Stefanny Soesanto Stephanie Oktavia Suyanto, Richard Alejandre Tallo, Oktavianus Filemon Tiffany Tiffany Tiffany Valentina Yunita Titi Nur Vidyarini Tjahyo, Judy Djoko W. Trisno Lidya Natania Vanessa Michelle Santoso Vania Muljadi Velly Christine Ratu Edo Victoria Amijaya Vincentia Claudia Larasati Vincentius Alvin Vincentius Jason Antaufhan Violetta Sydney Evelyne Vionita Septiana Gunawan Vita Monica Vita Monica Vita monica Vita Monica Vita Monica Wijaya, Natasha Citra Wijoyo, Lita Marsella Yohana Suwanto Yolanda Atikasari Soetikno Yonatan, Axel Yonathan Kurniawan Yoshin Rini