Articles
Strategi komunikasi pemasaran The Body Shop melalui brand ambassador: Studi kasus Iqbaal Ramadhan
Salma Aisya;
Poppy Febriana
Satwika : Kajian Ilmu Budaya dan Perubahan Sosial Vol. 7 No. 1 (2023): April
Publisher : Universitas Muhammadiyah Malang
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DOI: 10.22219/satwika.v7i1.25348
Strategi pemasaran memainkan peran penting dalam bisnis untuk mencapai tujuan bisnis yang tepat. Strategi pemasaran yang tepat banyak digunakan dengan cara memasangkan sebuah iklan atau promosi. Salah satunya menggunakan strategi brand ambassador. Penelitian ini bertujuan untuk menganalisis bagaimana strategi komunikasi pemasaran The Body Shop dalam menciptakan brand image. Dengan memanfaatkan Iqbaal Ramadhan sebagai brand ambassador. Jenis penelitian ini menggunakan metode deskriptif kualitatif dengan penelitian studi kasus. Penelitian ini menggunakan teori FRED yaitu familiarity, relevance, esteem, dan differentiation. Data yang dikumpulkan melalui beberapa postingan akun media sosial dari The Body Shop dan akun pribadi Iqbaal Ramadhan. Berdasarkan hasil penelitian ini The Body Shop menggunakan strategi pemasaran sosial media Instagram, TikTok, dan website yang menjadi sebuah media komunikasi juga media penghubung antara konsumen The Body Shop serta penggemar Iqbaal Ramadhan dan para generasi milenial saat ini agar informasi mengenai The Body Shop juga dikenal ke khalayak. Marketing strategy plays an essential role in achieving the right business goals. The right marketing strategy is widely used by placing an advertisement or promotion. One of them is using the brand ambassador strategy. This study analyses how The Body Shop's marketing communication strategy for creating a brand image by utilizing Iqbaal Ramadhan as a brand ambassador. This type of research uses a qualitative descriptive method with case study research. This study uses the FRED theory: Familiarity, Relevance, Esteem and Differentiation. Data was collected through several social media posts from The Body Shop and Iqbaal Ramadhan's personal account. Based on the results of this study, The Body Shop uses a social media marketing strategy of Instagram, TikTok, and a website which is a medium of communication as well as a liaison medium between The Body Shop consumers and Iqbaal Ramadhan fans and the current millennial generation so that information about The Body Shop is also known to the public.
Strategi Promosi Dengan Model K-pop Untuk Meningkatkan Penjualan Pada E-commerce Tokopedia
Gilang Aryogy Surya Prayoga;
Poppy Febriana
Journal of Education, Humaniora and Social Sciences (JEHSS) Vol 5, No 2 (2022): Journal of Education, Humaniora and Social Sciences (JEHSS), November
Publisher : Mahesa Research Center
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DOI: 10.34007/jehss.v5i2.1249
The more advanced the era of technology is also increasingly sophisticated and old habits are abandoned and switch to new habits. One of them is shopping habits, since the introduction of the internet and android, buying and selling activities are easier with the existence of e-commerce. E-commerce is a type of business that allows companies or individuals to buy or sell goods via the internet (online). And one of them is Tokopedia. In recent years, many e-commerce companies often use Korean artists because young people's interest in the influence of Korean culture is very strong. Therefore, researchers want to try to explain why they use brand ambassadors from Korea and how they succeed in carrying out these marketing strategies. This research uses marketing communication theory and marketing mix theory. These theories help researchers to conclude a marketing strategy phenomenon by using Korean artists as brand ambassadors. The method used is qualitative with a phenomenological approach. Researchers approach the data with observation and in-depth interviews to find out a phenomenon of human interest in following a cultural current. data analysis using SOSTAC theory, namely Situation analysis, Objectivities, Strategy, Tactics, Action and Control. The conclusion obtained by the researcher is that the use of e-commerce marketing with Korean artist brand ambassadors can attract consumers, especially young people.
Tiktok New Media Analysis as Personal branding (Qualitative Description Study on Tiktok Account @Vmuliana)
Erfina Monica Putri;
Poppy Febriana
Journal of Education, Humaniora and Social Sciences (JEHSS) Vol 5, No 4 (2023): Journal of Education, Humaniora and Social Sciences (JEHSS), May
Publisher : Mahesa Research Center
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DOI: 10.34007/jehss.v5i4.1399
Along with the rapid development of technology and followed by the development of new media, it has its own influence on the creation of various sites interacting through the virtual world. Until then, a new communication medium was created, one of which was Tiktok. The new media Tiktok is a social media platform that uses short videos of about 15 seconds - 3 minutes accompanied by music. The presence of Tiktok has another function, with Tiktok also being able to build personal branding from its owner. A content creator, named Vina A. Muliana, is quite familiar to the ears. The content published through Tiktok is packaged by Vina in a unique and fun way. This study aims to find out how the new media Tiktok as a personal branding tool for Vina A. Muliana. The problem is focused on the personal branding of Vina A. Muliana, in order to approach this problem, the theoretical reference of the eight main concepts of personal branding (the eight laws of personal branding) is used. The data is collected through videos or descriptions published on the Tiktok account @vmuliana using a qualitative approach. This study concludes that Vina Muliana's personal branding through her Tiktok account (@vmuliana) fulfills all eight main concepts for personal branding, namely specialization, leadership, personality, difference, appearance, unity, constancy, and good name
Analisis Semiotik Unggahan Akun Instagram @fapstronautindonesia dalam Menghentikan Perilaku Kecanduan Pornografi
Arba Choirul Umam;
Poppy Febriana
Jurnal Komunikasi Profesional Vol. 7 No. 3 (2023)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo
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DOI: 10.25139/jkp.v7i3.5915
Seringnya mengkonsumsi konten pornografi hingga melakukan masturbasi memiliki efek kecanduan pada penikmatnya dan dalam aktivitas menonton video, foto hingga ilustrasi yang berbau pornografi akan menjadi rutinitas tersendiri bagi orang yang sudah kecanduan. Kementerian Komunikasi dan Informatika RI terus mengajak masyarakat untuk berperan aktif dalam melawan pornografi di internet. Penelitian ini bertujuan untuk mengetahui konsep dan makna dari setiap gambar unggahan yang dijadikan bahan penelitian pada akun Instagram @fapstronautindonesia. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis Semiotika sebagai metode dalam mendeskripsikan beberapa unggahan yang dijadikan penelitian. Terdapat sembilan unggahan yang akan digunakan sebagai bahan analisis berupa 7 unggahan gambar dan 2 video yang banyak disukai atau berdasarkan likes tertinggi sepanjang tahun 2022. Kartun animasi menjadi bahan yang sering digunakan pada setiap postingan dengan menyisipkan kalimat dengan bahasa yang kekinian, cerita yang sederhana, serta di beberapa konten juga memberikan informasi yang edukatif seputar pornografi. Dengan adanya unggahan yang dibuat, diharapkan masyarakat bisa paham akan bahaya pornografi dan bersama-sama menjauhi dari kecanduan pornografi.
Sadfishing: Studi Netnografi pada Konten dengan Tagar #rumahkokkayu Di Tiktok
Nirvana Abdillah Sandi;
Poppy Febriana
Jurnal Komunikasi Global Vol 12, No 1 (2023)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala
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DOI: 10.24815/jkg.v12i1.30216
Kini ditemukan konten-konten orang yang membagikan cerita sedihnya dalam bentuk video musik di TikTok. Fenomena tersebut disebut dengan sadfishing, yaitu memancing kesedihan untuk menarik simpati orang lain di media sosial. Penelitian ini bertujuan untuk mengkaji adanya tagar #rumahkokkayu yang viral di TikTok sebagai sebuah tagar awal mula sadfishing terjadi dan melihat bagaimana dramatisir yang muncul dari budaya komunikasi meliputi unggahan-unggahan konten dalam tagar #rumahkokkayu di TikTok. Penelitian ini menggunakan teori dramatisme. Penelitian ini merupakan penelitian kualitatif dengan metode netnografi untuk mengkaji budaya komunikasi mengenai interaksi dunia maya. Metode netnografi terbagi menjadi empat tahapan yaitu, tahapan pertama adalah investigasi yang meliputi pencarian, memilah serta pengarsipan data, tahapan kedua interaksi, tahapan ketiga, membuat catatan, tahapan keempat melakukan interpretasi. Hasil penelitian ini menunjukkan sadfishing telah berkembang sehingga dapat divisualisasikan dalam bentuk video dengan sebuah kesengajaan memilih musik sebagai backsound maupun menceritakan mengenai kondisi tempat tinggalnya dan dalam hal ini ditemukan pola yang berkelanjutan pada konten-konten selanjutnya ketika video tersebut mendapat simpati maupun semangat yang diharapkannya. Penggunaan tagar #rumahkokkayu mengonstruksi media sosial TikTok dan membentuk makna terkait sadfishing.Recently, content has been found on TikTok where people share their sad stories in the form of music videos. This phenomenon is called sadfishing, which involves fishing for sympathy from others on social media by provoking sadness. This research aims to examine the viral hashtag #rumahkokkayu on TikTok as an initial trigger for the occurrence of sadfishing and to observe the dramatization that emerges from the communication culture surrounding the posts under the #rumahkokkayu hashtag on TikTok. The research utilizes dramatism theory. It is a qualitative study employing netnography as the research method to investigate the communication culture regarding online interactions. Netnography involves four stages: the first stage is investigation, which includes data search, sorting, and archiving; the second stage is interaction; the third stage is note-taking, and the fourth stage is interpretation. The findings of this research indicate that sadfishing has evolved to the extent that it can be visualized in the form of videos deliberately choosing music as background sound and narrating their living conditions. A consistent pattern has been found in subsequent content when these videos receive the sympathy and encouragement they sought. The use of the #rumahkokkayu hashtag constructs the TikTok social media platform and shapes the meaning associated with sadfishing.
Sustainable Branding for Local Products: Empowering Rural Economic Development
Nur Maghfirah Aesthetika;
Poppy Febriana;
Ilmi Usrotin Choiriyah;
Romadhona Safitri;
Nabila Ayu Bakta
Indonesian Journal of Cultural and Community Development Vol 14 No 2 (2023): June
Publisher : Universitas Muhammadiyah Sidoarjo
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DOI: 10.21070/ijccd.v14i2.961
This scientific article presents a program designed to foster sustainable economic independence within Kemlagi Village, Indonesia, by harnessing the potential of small businesses. The program aims to motivate and engage the local community through effective communication schemes and empowerment initiatives, maximizing the village's resources and potential. By focusing on the branding of local honey products, the program enhances the value and marketability of these products while promoting the understanding of the significance of branding among the villagers. The training method involves short sessions covering branding strategies and media utilization, followed by interactive Q&A and discussions. The results highlight increased knowledge and skills in branding, paving the way for the village to transform into a sought-after Honey Tourism Village. The implications of this study shed light on how local communities can achieve economic sustainability through targeted empowerment programs and brand development. Highlights: Engaging Rural Communities: The program aims to motivate and involve local residents directly in maximizing their village's potential by harnessing the power of branding for local products. Enhancing Marketability: Through targeted training sessions, the program seeks to equip villagers with the knowledge and skills needed to elevate the value and market appeal of their local honey products. Towards Sustainable Development: By transforming Kemlagi Village into a Honey Tourism Village, the program sets the stage for long-term economic sustainability, leveraging the natural resources and unique offerings of the community. Keywords: Rural Economic Sustainability, Branding, Local Products, Empowerment, Honey Tourism Village
PELATIHAN PROMOSI UMKM NASI GORENG BAPER MELALUI INSTAGRAM
Wisnu Arief Fatulloh;
Poppy Febriana;
Ainur Rochmania;
M Rigel Putra R
Jurnal Bina Bangsa Ekonomika Vol. 16 No. 2 (2023): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa
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DOI: 10.46306/jbbe.v16i2.387
Micro, Small and Medium Enterprises (MSMEs) have an important role in the growth process and the economy in the country. In the digital era like today, the existence of internet access that is quite easy is a positive impact for MSME players. The emergence of online media creates information sharing about a product and can also provide convenience for consumers online. On Jl Siwalankerto, there is one MSME, namely baper fried rice, the problem faced by MSME players is the marketing system and product promotion still using conventional methods. In this community service program, it focuses on how to use and train Instagram as a promotional medium for this activity program using four stages such as Surveys, Interviews, Product Photo Taking, and Video Taking. The use of product catalog feed arrangements and promotional content creators will have an impact on the wider reach of the products issued by these MSMEs
PENINGKATKAN PEMASARAN DAN IDENTITAS PRODUK KERUPUK DESA JUMPUTREJO MELALUI PEMBUATAN LOGO DAN KEMASAN
Ahmad Gilang Permata;
Poppy Febriana;
Ainur Rochmaniah
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 7, No 3 (2023): September
Publisher : Universitas Muhammadiyah Mataram
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DOI: 10.31764/jpmb.v7i3.16788
ABSTRAKLogo memiliki peran penting dalam pemasaran maupun identitas pada suatu produk yang berguna untuk membedakan antara produk satu dengan yang lainnya. Selain logo sebagai identitas produk, kemasan juga difungsikan sebagai daya tarik agar konsumen membeli produk yang dipasarkan, akan tetapi disisi lain banyak pelaku usaha yang mengabaikan pentingnya kedua hal tersebut untuk meningkatkan daya jual produk dagangnya. Oleh karena itu, dalam kegiatan Pengabdian Kepada Masyarakat (PKM) yang dilakukan di Desa Jumputrejo Kecamatan Sukodono Kabupaten Sidoarjo ini menyasar para pelaku Usaha Dagang (UD) yang bergerak dibidang produk makanan, yaitu kerupuk. Pelaksanaa PKM ini dilakukan dengan metode pelatihan serta dengan teknik pengamatan melalui studi pustaka dan observasi lapangan. Selanjutnya observasi dengan melakukan pengamatan pada produk. Hasilnya setelah logo dan kemasan dibuat dan dipasarkan terdapat peningkatan penjualan kerupuk dibuktikan dengan kesimpulan naiknya grafik. Manfaat dari kegiatan (PKM) ini supaya para pemilik Usaha Dagang di Desa Jumputrejo dapat mengembangkan lagi produknya agar tidak kalah bersaing dengan produk luar lainya sehingga dapat meningkatkan nilai perekonomian untuk semua orang yang terlibat didalamya. Kata kunci: logo; kemasan; usaha dagang; kerupuk. ABSTRACTLogos have an important role in marketing as well as identity on a product that is useful for differentiating one product from another. In addition to the logo as a product identity, packaging also functions as an attraction so that consumers buy the products being marketed, but on the other hand many business actors ignore the importance of these two things to increase the selling power of their trade products. Therefore, in this Community Service (PKM) activity which was carried out in Jumputrejo Village, Sukodono District, Sidoarjo Regency, the target was Trading Business actors (UD) engaged in food products, namely crackers. The implementation of PKM is carried out using training methods and observation techniques through literature studies and field observations. Further observations by observing the product. As a result, after the logo and packaging were made and marketed, there was an increase in sales of crackers, as evidenced by the conclusion of an increase in the graph. The benefit of this activity (PKM) is that the owners of Trading Businesses in Jumputrejo Village can further develop their products so that they are not unable to compete with other foreign products so as to increase economic value for everyone involved in it. Keywords: logo; packaging ; trading business; crackers.
Konstruksi Citra Diri dalam Media Baru melalui Aplikasi Instagram (Analisis Semiotik Postingan Instagram @maudyayunda)
Maslichatus Sholichah;
Poppy Febriana
Jurnal Spektrum Komunikasi Vol 10 No 2 (2022): Jurnal Spektrum Komunikasi
Publisher : LPPM Stikosa - AWS
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DOI: 10.37826/spektrum.v10i2.239
New media present as communication that individuals choose for social interaction in cyberspace. One of them is Instagram, which is one of the uses of new media in the form of a social media network application that functions as a place to share photos and videos with other users. Instagram makes it easy to form a person's self-image, both positive and negative images in any angle. Like Maudy Ayunda, a public figure who has a good self-image on her Instagram account. This study aims to find out how self-image can be built through Instagram account posts. This type of research is descriptive research with a qualitative approach method that uses a constructivist paradigm with Ferdinand de Saussure's semiotic theory. The results of this study are self-image on the @maudyayunda Instagram account formed from components of verbal and non-verbal messages which can be seen from the description of photo uploads with dress styles and photo styles at certain moments. So from this study it can be concluded that Maudy Ayunda has a personality in building her image that is passionate about learning, intelligent, inspiring, and has a healthy lifestyle.
Analisis Persepsi Pada Followers Akun @coffeeineseeker Sebagai Sumber Informasi Tentang Coffee Shop
Intan Insanni;
Poppy Febriana
Jurnal Spektrum Komunikasi Vol 10 No 2 (2022): Jurnal Spektrum Komunikasi
Publisher : LPPM Stikosa - AWS
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DOI: 10.37826/spektrum.v10i2.240
Various types or models of social media platforms will continue to emerge and compete with each other to dominate the market, each social media platform has its advantages and disadvantages. The use of social media has become a natural thing in the life of every individual, the urge to stay abreast of what is trending is one of the reasons why someone uses social media. This study specifically discusses Instagram social media. Instagram is one of the platforms that have more users than young people. Instagram contains a variety of interesting and trendy content in different themes and contexts, easy access to Instagram makes it easy for users to find uploads that suit each individual's interests and preferences. To build an image or personality that you want to show on your Instagram account, one of them is by uploading the interests and preferences of each individual. Interests and likes here are for Coffee Shop enthusiasts who follow the @coffeeineseeker account as a source of the latest information about Coffee Shops. This study was conducted to determine the extent of the influence of the @coffeeseker account in providing information about the Coffee Shop by analyzing the perceptions of the followers of the account. The researcher uses a qualitative descriptive approach with the netnographic method, netnography makes it possible to get the answers needed by listening to the conversations that occur on web pages, analyzing the behavior and opinions of users (Bakry, 2017). The @coffeeineseeker account can be considered as a source of information about Coffee Shops triggered by uploaded photos, captions, and Instagram Stories that disseminate certain Coffee Shop promotions and the latest information about Coffee Shops that will be present or have just started operating.