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All Journal The Indonesian Journal of Communication Studies Resona : Jurnal Ilmiah Pengabdian Masyarakat Lontar : Jurnal Ilmu Komunikasi Journal on Education Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Communication Journal of Educational and Cultural Studies Komunikologi: Jurnal Ilmiah Ilmu Komunikasi Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Kajian Ilmu Sosial Jurnal Informasi Pengabdian Masyarakat Triwikrama: Jurnal Ilmu Sosial Riwayat: Educational Journal of History and Humanities Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya Jurnal Bincang Komunikasi Civilia: Jurnal Kajian Hukum dan Pendidikan Kewarganegaraan
Velda Ardia
Universitas Muhammadiyah Jakarta
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Proses Perencanaan Media di Advertising Agency PT. Citra Surya Indonesia pada Brand Wardah Iga Desara; Velda Ardia
Journal on Education Vol 6 No 1 (2023): Journal On Education: Volume 6 Nomor 1 Tahun 2023
Publisher : Departement of Mathematics Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joe.v6i1.4096

Abstract

Media planning is the process of developing a scheduling plan that shows how advertising time and space will achieve marketing objectives. PT. Citra Surya Indonesia designed an effective media planning process to provide information about Wardah products offered to potential customers so as to attract consumer interest and to increase awareness by a larger number by using conventional media as a tool to reach all regions, PT. Citra Surya Indonesia uses television, radio and ooh media. The purpose of this study was to determine the media planning process used by PT. Citra Surya Indonesia and what obstacles were encountered in the media planning process at PT. Indonesian Solar Image. The theory in this study uses theory from the literature review, namely the planning process, agency, advertising agency, wardah. This study uses descriptive qualitative. The agency object in this study is PT. Indonesian Solar Image. By using data collection interviews with resource persons Media Planner PT. Citra Surya Indonesia and triangulation of sources and documentation. From the results of this study it was concluded that the media planning process is divided into several stages forming Marketing Strategy, Advertising Objectives, Advertising Budget, Message Strategy, Media Planning and Media Planning consisting of Selection of Target Audiences, Specification of Objectives, Selection of Media and Facilities, Media Purchases.
Pengaruh Terpaan Media Live Shopping Tiktok Terhadap Keputusan Pembelian @theoriginote Wirawan Akbar; Velda Ardia Murdiana
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.510

Abstract

The Originote is a skincare brand that was founded in 2022 and the product that made this brand boom is its moisturizer. This research aims to identify the influence of exposure to determine purchasing decisions for The Originote as a new skincare brand. where this research uses quantitative methods which are accompanied by data collection techniques using structured questionnaires and assisted by documentation as complementary evidence. The aim of this research is to measure the influence of exposure to TikTok live shopping media on purchasing decisions. And how much influence it has. The theory used in this research is Media Exposure theory which includes Frequency, Attention and Duration, as well as purchasing decision theory which includes problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. This research uses a quantitative approach and survey research methods. The data collection technique was carried out by distributing questionnaires to 90 predetermined respondents. Sampling used a simple random sampling technique (lottery technique). This research is shown by the average value of respondents' answers for variable (X) of 4.305. This value is classified as high (agree) and the average respondent's answer for the variable (Y) is also classified as high (agree) at 4.36. The quite large influence of media exposure and purchasing decisions can also be seen in the correlation (R) value of 0.833 which is quite high and the R Square value of 0.694 or 69.4% is influential, while the remaining 30.6% is influenced by other factors.
Strategi Branding Elshinta Radio Dalam Membangun Positioning Sebagai Radio Berita Muhammad Nevo Bizaro; Velda Ardia; Jamiati KN
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.512

Abstract

Elshinta Radio is a radio station that broadcasts full news broadcasts for 24 hours non-stop and without song interludes, and is the only radio station in Indonesia that has a broadcast concept like this. The research entitled "Elshinta Radio Branding Strategy in Building Positioning as a News Radio" has the aim of identifying the Branding Strategy carried out to build Elshinta Radio's Positioning as a news radio as well as the obstacles that exist in Elshinta Radio implementing its Branding Strategy. The theory used in this research is Gelder's theory, where this research uses a qualitative descriptive method which is accompanied by data collection techniques using structured interviews and observations and assisted by documentation as complementary evidence. Then the data that has been obtained is then continued to analyze the data by means of data reduction, data presentation and summary. From all the stages that have been carried out, the results of this research can be analyzed that Elshinta Radio uses a branding strategy in the form of brand positioning, brand identity and brand personality in forming brand positioning. In carrying out this branding, they actually think that there are no obstacles, but they think that it is a challenge that must be resolved and overcome well. However, there is one obstacle that occurs, namely maintaining the consistency of the competencies possessed by each existing human resource. Maintaining consistency is a current obstacle for Elshinta Radio.
ANALISIS VIRAL MARKETING PADA IKLAN ANIMASI KHONG GUAN VERSI SEBOEAH KENANGAN MANIS Dianira Khalisa; Velda Ardia
Jurnal Bincang Komunikasi Vol 1, No 1 (2023)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/jbk.1.1.2023.37-41

Abstract

Khong Guan merilis iklan terbarunya dengan judul Seboeah Kenangan Manis melalui kanal YouTube-nya. Iklan ini dibalut dengan jenis animasi berbasis anime khas Jepang yang saat ini sedang digandrungi anak muda. Penelitian ini bertujuan untuk menganalisa strategi viral marketing pada iklan animasi Khong Guan versi Seboeah Kenangan Manis. Pada tahun 2020,. Banyaknya peminat anime belakangan ini justru menjadikan iklan ini sebagai topik perbincangan hangat di media sosial hingga menjadi trending topic nomor tiga di Twitter. Hal yang sangat jarang ditemui bagi Khong Guan untuk menjajaki deretan tersebut. Apalagi mengetahui Khong Guan merupakan salah satu produk legendaris yang loyal pada konsepnya sejak awal rilis membuat Khong Guan dinilai ketinggalan zaman. Dengan rilisnya iklan berbasis animasi ini yang menjadi viral di kalangan anak muda, dinilai merupakan strategi marketing yang dipilih Khong Guan dalam berinovasi pada iklannya untuk memasuki target pasar anak muda. Penelitian ini menggunakan kualitatif dengan metode analisis deskriptif yang menggunakan pengumpulan data seperti wawancara dan studi pustaka. Berdasarkan hasil penelitian, strategi viral marketing yang dilakukan Khong Guan dengan menggunakan animasi memiliki kemampuan untuk menggaet target pasar anak muda dikarenakan sedang banyaknya peminat anime. Hal ini juga dapat meningkatkan awareness dibenak kalangan milenial dan generasi Z sebagai masyarakat yang peka pada perkembangan teknologi. Meskipun bukan hal baru, penggunaan animasi secara garis besar sebagai iklan merupakan langkah yang positif dikarenakan situasi pandemi yang menyulitkan untuk melakukan shooting secara nyata, sehingga pilihan animasi bisa menjadi alternatif.
Re-branding UMKM Dalam Meningkatkan Penjualan Hasil Produksi Pertanian Pada Kelompok Wanita Tani Pamulang Barat Najma Tashifya Siroj; Ghina Fitriyana; Salwa Rizka Rabadi; Velda Ardia; Yulia Rahmawati; Ayu Putri Mungkasih; Nurbaiti Dewi; Nadhira Amanda Putri
Jurnal Informasi Pengabdian Masyarakat Vol. 2 No. 1 (2024): Februari : Jurnal Informasi Pengabdian Masyarakat
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/jipm-nalanda.v2i1.831

Abstract

Women Farmers Groups have a central role in supporting food security and sustainable development in rural areas. However, challenges in marketing, branding and market access often hinder their economic potential. This article analyzes how re-branding can be an empowerment tool for Women Farmers groups in the context of Micro, Small and Medium Enterprises (MSMEs). Using a case study approach, this study examines the experiences of several women farmer groups who have successfully implemented re-branding strategies. This analysis covers the strategic steps undertaken by the Women Farmers group in their re-branding process, including market analysis, identification of product added value, design and packaging changes, and improvement of brand communication. This research also explores the impact of re-branding on increasing market access, increasing income, and economic empowerment of group members. In addition, this article discusses the key factors that influence the success of the re-branding of the Women Farmer group, such as the involvement of group members, branding training, and support from the government or related institutions. The practical implications of this research provide guidance for Women Farmers groups in planning and implementing effective re-branding, as well as providing valuable information for stakeholders who wish to support empowerment.
PENGARUH IKLAN DIGITAL SPECS KOLABORASI BAMBANG PAMUNGKAS #BP20SHAMAN TERHADAP BRAND LOYALTY Rahmat, Aldian; Murdiana, Velda Ardia
KOMUNIKOLOGI: Jurnal Ilmiah Ilmu Komunikasi Vol 20, No 02 (2023): Komunikologi
Publisher : Lembaga Penerbitan Universitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/jkomu.v20i02.656

Abstract

Penelitian ini  bertujuan untuk mengetahui pengaruh iklan digital specs kolaborasi Bambang Pamungkas #BP20SHAMAN. Teori yang digunakan dalam penelitian ini diantaranya yaitu teori Komunikasi Pemasaran, teori Iklan, teori Iklan Digital dan teori Brand Loyalty. Penelitian ini merupakan metode Kuantitatif dengan metode survei dan pengumpulan data yang menggunakan Kuesioner. Populasi penelitian ini adalah pengguna aktif Instagram yang menge-tag akun Instagram Specs @specs_indonesia didapatkan sebanyak 517 dan sampel yang digunakan dengan hasil 84 yang sudah dirumuskan atau dihitung menggunakan rumus Slovin. Teknik sampling dalam penelitian ini menggunakan simple random sampling. Data yang terkumpul kemudian di olah menggunakan software SPSS versi 25 untuk mendapatkan perhitungan yang akurat. Nilai rekapitulasi terbesar angket pada variabel X sebagai berikut. Yaitu X21 dengan jumlah nilai Mean yakni 4,44, dengan pernyataan “Saya merasa tepat, brand Specs mempromosikan produk #BP20SHAMAN melalui Iklan Digital Instagram”. Nilai rekapitulasi terbesar angket pada variabel Y nilai Mean yakni 4,47 pada Y9 dengan pernyataan “saya merasa nyaman menggunakan brand Specs”. Berdasarkan perhitungan tersebut, hasil perhitungan t hitung 12,423 > t tabel yaitu  1,664 maka dapat ditentukan H0 ditolaj H1 diterima. Pengaruh Iklan Digital Specs Kolaborasi Bambang Pamungkas #BP20SHAMAN terhadap Brand Loyalty sebesar 75,6%, sementara sisanya yaitu 24.4% dipengaruhi oleh faktor lain di luar variabel penelitian.Kata Kunci : Iklan Digital, Instagram, Brand Loyalty
Pengaruh Brand Ambassador Refal Hady Terhadap Brand Image Avoskin Maya Rosmita; Velda Ardia
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 2 No. 2 (2024): April : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v2i2.975

Abstract

This research is motivated by the existence of market growth that offers several products on the market to meet the requirements to meet consumer expectations. Intense competition requires companies to be creative by maximizing the existence of brand ambassadors. The compatibility between the brand and the brand ambassador is very important to support brand communication which in turn can form a good brand image. One of the local skincare brands is Avoskin by collaborating with Refal Hady as the brand ambassador. The purpose of this research 1). Knowing the brand ambassador Refal Hady on Instagram followers @avoskinbeauty. 2). Find out the brand image of Avoskin on Instagram followers @avoskinbeauty. 3). Measuring the influence of brand ambassador Refal Hady on Avoskin's brand image. The theory used in this study is the brand ambassador theory (Transparency, Appropriateness, Credibility and Attractiveness) and brand image theory (Strength, Uniqueness and Profits). This study used a quantitative approach with a survey method, distributing questionnaires to 83 respondents. The results of this study indicate that 1). Brand ambassadors have an average yield of 3.36 with agreement. 2). Brand Image has an average yield of 3.40 with agreement. 3). Brand ambassadors have an influence on brand image of 51.1%, while the other 48.9% comes from other factors outside the research variables.
Pengaruh Brand Activation Pada Produk Y.O.U Beauty Terhadap Loyalitas Konsumen Rai Sara Purnama Sari; Velda Ardia
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 2 No. 2 (2024): April : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v2i2.983

Abstract

In attracting consumers, every company has various strategies, one of which is to carry out Brand Activation or activities carried out by a brand to change the image or increase sales of a company. One of the beauty brands that does brand activation is YOU Beauty. Related to this, the aim of this research is to find out how much influence brand activation has on YOU Beauty products on followers of the Instagram account @youbeauty.idn, consumer loyalty on followers of the Instagram account @youbeauty.idn, the influence of YOU Beauty brand activation on consumer loyalty. The theory used by Brand Activation is Direct Marketing Activation, Social Media Activation, Promotion Activation, Marketing Event Activation, dan Sponsorship Activation, and Consumer Loyalty includes cognitive, affective, and cognative. The approach in this research is quantitative with an explanatory survey method. The data collection technique was carried out by distributing questionnaires which were given to 81 respondents to followers of the Instagram account @youbeuaty.idn. Sampling using probability sampling technique. Questionnaire collection method used is random sampling. The results of this study indicate that the effect of Brand Activation YOU Beauty as a whole responds well (agree), and the effect of Brand Activation on Consumer Loyalty as a whole responds well (agree) to all variable statements X and Y in the research questionnaire, and the magnitude of Brand influence Activation of YOU Beauty products has an adequate and moderate relationship of 0.575 to Consumer Loyalty of Instagram followers @youbeauty.idn with the percentage of brand activation influencing consumer loyality of 33.1% and while the remaining 66.9% is influenced by other factors.
Pengaruh Celebrity Endorser Nadira Alaydrus Terhadap Keputusan Pembelian Luxcrime Nadhya Salwa Nur Arraafi’a; Velda Ardia
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 2 No. 2 (2024): April : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v2i2.986

Abstract

Celebrity Endorser is an advertising star who is expected to be able to promote a product so that consumers are interested. The use of celebrities as endorsers is expected to attract the attention of consumers and influence their purchasing decision-making process for a product. The purpose of this study 1). knowing celebrity endorser Nadira Alaydrus on Luxcrime cosmetic products, 2). knowing consumer purchasing decisions on Luxcrime cosmetic products, 3). measures how much influence celebrity endorser Nadira Alaydrus has on Luxcrime purchase decisions. The approach in research is survey. The collection technique was carried out to 84 respondents on the followers of the Instagram account @luxcrime_id. Sampling method using probalilty sampling technique. The method of taking the questionnaire used is random sampling. The results of this study showed that Celebrity Endorser Nadira Alaydrus influences the decision to purchase Luxcrime.
Pengaruh Social Media Marketing Ms Glow Terhadap Loyalitas Konsumen (Survei Pada Followers Instagram @msglowbeauty Karen Elissa Anindya; Velda Ardia
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 2 No. 3 (2024): Juli : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v2i3.1148

Abstract

Social media is one of the marketing tools that can be used by businesses to get the attention of their consumers. Social Media Marketing is a strategy used by companies and has the aim of attracting consumer attention by obtaining a wider target market. So the purpose of this study is to determine whether Social Media Marketing has an influence on Consumer Loyalty. The theory used in this study is the theory of Social Media Marketing including, Online Communities, Interaction, Sharing of Content, Accessibility, Credibility and the theory of Consumer Loyalty which includes repeat, retention, referalls. This research uses quantitative methodology with survey method. The population used in this study were followers of the @msglowbeauty Instagram account who had made purchases on Ms Glow products more than 2x. The technique used was simple random sampling with a sample size of 80 respondents. The results of this study indicate the average value of respondents' answers to the variable (X) of 4.23, this value is classified as high (Agree) and the average respondent's answer to the variable (Y) of 4.54 which is also predominantly high (Agree). A considerable influence can be seen from the correlation (R) value of 0.795 which is arguably high or strong and the R Square value of 0.631 or 63.1% of the effect while the remaining 36.9% is influenced by other things.
Co-Authors Agus Hermanto Aminah Swarnawati Amri, Allsya Anita Rahmaan Aqila, Firyal Ayu Azzahra, Dwi Ayu Putri Mungkasih Della Fitria Dianira Khalisa Fanisah Nur Fadilah Firyal Aqila Ghina Fitriyana Handoko, Daniel Hartadi, Nabeel Putra Iga Desara Indriawan, Indriawan Intan Sari Karen Elissa Anindya KN, Jamiati Maya Rosmita Muhammad Nevo Bizaro Muhammad, R Hiru Nadhira Amanda Putri Nadhya Salwa Nur Arraafi’a Naila Waliya Hamima Najma Tashifya Siroj Nurbaiti Dewi Oktaviana Anggraini Oktaviana Purnamasari Oktaviana Purnamasari Rahmat, Aldian Rai Sara Purnama Sari Rhamadanti, Amanda Aurora Salwa Rizka Rabadi Saputri, Sabrina Zulfanova Syifa Astasia Utari Tambunan, Resman Muharul Uus Khusnul Khotimah Wirawan Akbar YULIA RAHMAWATI