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All Journal Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Ilmu Komunikasi Ultimacomm: Jurnal Ilmu Komunikasi Indonesian Journal for Social Responsibility Jobmark: Journal of Branding and Marketing Communication
Dessy Kania
Bakrie University
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences

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Journal : Jobmark: Journal of Branding and Marketing Communication

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Customer Engagement of the Coffee Shop during Covid-19 Pandemic: Study on Anomali Coffee’s Instagram Devita, Marliani; Kania, Dessy
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK Vol 3 No 2 (January-June 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.49

Abstract

The COVID-19 virus pandemic has triggered the #ngopidirumah movement that is echoed on social media by local coffee shops in maintaining relationships with consumers by adjusting the consumer's lifestyle during quarantine at home. Anomali Coffee also runs the #ngopidirumah movement through Instagram in order to build online Customer Engagement. The purpose of this study was to find out how the Customer Engagement that was built by Anomali Coffee on Instagram during the COVID-19 pandemic. The literature review used is Customer Engagement, Lifestyle, Social Media and Instagram. The research method used is qualitative with a case study approach. Sources of data obtained through in-depth interviews, online observation and digital documentation. The results showed that in building Customer Engagement in the #ngopidirumah movement, Anomali Coffee has reached all stages of Consumption, Curation, and Creation. At the Collaboration stage, Anomali Coffee produces Indirect Collaboration with consumers in building coffee consumption activities at home, but not to form a solid community.Customer Engagement, Social Media, Instagram, Anomali Coffee, #ngopidirumah Movement
From Celebrity Fandom to Consuming Korean Product Brands: The Extending Lifestyle of 'Wannable' Fans in Jakarta Hanifah, Raden Roro Nisrina Salma; Kania, Dessy
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.50

Abstract

The current phenomenon sees that South Korea's popular culture is growing, so it has so many fans scattered around the world, including in Indonesia. Many K-Pop fans in Indonesia will show a variety of behaviors shown by K-Pop fans so that they can be assessed the stages in which fans they are to their K-Pop artists. Wannable itself is a fandom name of the South Korean group called Wanna One and Wanna One itself has been disbanded due to his expired contract period. The study aims to find out how celebrity worship behaviors and parasocial interactions on the lifestyle of K-Pop fans. The approach used in this study is qualitative with phenomenological methods and uses an interview technique in-depth with one person triangulator and four people informants. The results of this study show that the four informants who are Wannable are in the intermediate stage and level in the conduct of an intense-personal idol in celebrity worship and identification attraction in parasocial interactions. This is because they are still rationally minded and able to position themselves as a fan. It can be known that Indonesian fans are not too fanatic about idols.
Co-Authors Adek Risma Dedees Agatha, Nadia Ajeng Harista Ananda Fortunisa Apriyanti, Maya Bambang Sukma Wijaya Budiawan Chairani, Dessita Devita, Marliani Devita, Marliani Dianingtyas M. Putri Dianingtyas Murtanti Putri Faruk, Faruk Hanifah, Raden Roro Nisrina Salma Kurnia, Ari Luthfiana, Innez Irma Malik, Asmiati Abdul Mirana Hanathasia Murtanti Putri, Dianingtyas Selvonia, Fadelia Suharyanti Suharyanti Suharyanti Suharyanti Sunarti Tuti Widiastuti Tuti Widiastuti