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Ratriyana, Ina Nur
Universitas Atma Jaya Yogyakarta
Languange, Linguistic, Communication & Media Social Sciences

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Interaktivitas Media Sosial Facebook Axe dan Dove dalam Perspektif Gender Widyastuti, Dhyah Ayu Retno; Ratriyana, Ina Nur
Jurnal ILMU KOMUNIKASI Vol 14, No 2 (2017)
Publisher : FISIP Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1520.346 KB) | DOI: 10.24002/jik.v14i2.966

Abstract

  The objective of this research was to review an interactivity on Facebook accounts of brand Axe and Dove. The interactivity itself has been analyzed using content analysis method. The finding of the research were (1) Facebook account consists of advertising campaign; (2) The messages  involve of verbal and non-verbal messages; (3) The audiences respond showed positive, negative, and neutral responses; (4) The number of audiences respond were dominated by male on Axe account and female for Dove account. The tendency of female responses were communicative and active. Meanwhile, the male responses were passive, weak, and communicative.  
Interaktivitas Media Sosial Facebook Axe dan Dove dalam Perspektif Gender Dhyah Ayu Retno Widyastuti; Ina Nur Ratriyana
Jurnal ILMU KOMUNIKASI Vol. 14 No. 2 (2017)
Publisher : FISIP Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1520.346 KB) | DOI: 10.24002/jik.v14i2.966

Abstract

  The objective of this research was to review an interactivity on Facebook accounts of brand Axe and Dove. The interactivity itself has been analyzed using content analysis method. The finding of the research were (1) Facebook account consists of advertising campaign; (2) The messages  involve of verbal and non-verbal messages; (3) The audiences respond showed positive, negative, and neutral responses; (4) The number of audiences respond were dominated by male on Axe account and female for Dove account. The tendency of female responses were communicative and active. Meanwhile, the male responses were passive, weak, and communicative.  
EKUITAS MEREK LOKAL JOGJA DI MATA GENERASI MILLENIALS Ina Nur Ratriyana
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 3, No 6 (2019): Januari 2019
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (539.665 KB) | DOI: 10.24329/aspikom.v3i6.410

Abstract

Fashion product is one of the highest consumption nowadays. This research focuses on brand equity of local fashion brand in Jogja (i.e., Dagadu, Dowa, and Amazara). The respondents are millennial ranging from 19-24 years old and live in Yogyakarta. This research uses descriptive quantitative method with 5% margin of error. Pre-survey was held before the initial survey; with total 635 respondents who are living in Jogja for minimum one year. The brand equity is measured based on brand awareness, brand quality, brand association, and brand loyalty. From those factors, Amazara has the highest brand equity. Social media is one of the most important factors to boost its success for building brand equity.
Co-Authors Dhyah Ayu Retno Widyastuti