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S. Kunto Adi Wibowo
Fakultas Ilmu Komunikasi Universitas Padjadjaran
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ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM VIDEO ENDORSEMENT INFLUENCER ARIEF MUHAMMAD DAN TASYA FARASYA DI INSTAGRAM FEEDS Hertantiningsih, Tifanny; Wibowo, S. Kunto Adi; Fuady, Ikhsan
Jurnal Common Vol. 6 No. 1 (2022): Common
Publisher : Program Studi Ilmu Komunikasi Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/common.v6i1.7286

Abstract

The high number of Instagram users caused many producers of goods and services choosing to promote their products through endorsement services carried out by social media influencers. This marketing strategies using influencers is so important because it can help producers of goods and services to create a positive product image by word of mouth and can meet business goals between the two parties. Based on this phenomenon, this study aims to determine the marketing strategies used by Influencers Arief Muhammad and Tasya Farasya, then comparing the number of likes and comments in endorsement videos uploaded on Instagram Feeds that using three types of marketing strategies, namely boasting of company, discount codes, and use of product, both verbally and non-verbally. This study observed as many as 57 endorsement video content obtained from the calculation of the Slovin’s formula, and the hypothesis was testing by using descriptive quantitative content analysis methods and non-parametric inferential statistics. The data collection in this study was carried out by observing the upload of influencer's endorsement videos on the use of marketing strategies in Instagram Feeds which were then coded using a coding book.
Analisis Strategi Branding dan Pemasaran Oleh Akun Instagram @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia, dan @peripera.id Suka, Kiran Rianetta Ginting; Wibowo, S. Kunto Adi; Fuady, Ikhsan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.164-173

Abstract

At the beginning of the 21st century, the phenomenon of social media as one of the needs of companies in marketing their products began to occur. The results of a study in 2013, audiences tend to prefer social media over websites to obtain information related to a brand. Therefore, social media, such as Instagram, is a big opportunity for cosmetic brands from South Korea such as @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia and @peripera.id to reach a wider target market. This study aims to analyze branding and marketing strategies and find out the types of content that are most used by cosmetics Instagram accounts from South Korea in attracting public attention. This research was conducted using a quantitative content analysis technique approach and had passed a reliability test between coders. The results of the research coding were then processed using the Statistical Package for Social Sciences (SPSS). To answer the research hypothesis, a descriptive analysis test and T-test were carried out. The results obtained show that the five accounts are dominated by product information category uploads. This category provides knowledge to consumers about the products they offer. After that the researcher conducted a T-Test which showed that there were differences in engagement between branding and marketing strategies by Barenbliss, A'Pieu, I'm Meme, Holika Holika, and the Indonesian branch of Peripera even though these five accounts often uploaded uploads in the same category, namely product information category.
Optimizing government communication on environmental issues: Visual strategies for public engagement Iwan, Iwan; Wibowo, Kunto Adi; Rahmawan, Detta
Jurnal Kajian Komunikasi Vol 12, No 2 (2024): December 2024
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jkk.v12i2.57591

Abstract

Background: Visual elements in content play a crucial role in influencing user engagement on social media platforms. This study focuses on Instagram, a widely used social media platforms in Indonesia, using the official account of a government institution, that is the Instagram account of the Ministry of Environment and Forestry (MoEF) of the Republic of Indonesia for analysis. It is important to increase public awareness about environmental challenges, such as land degradation and the decline of animal populations, and to disseminate information about preserving Indonesia’s native fauna and flora through conservation programs. Purpose: This study aims to analyze and compare the visual factors in each Instagram post of the MoEF, to evaluate user interaction with the account. Instagram was chosen because the institution is more active on this media platform compared to others. Methods: This study employed a quantitative content analysis, using one-way ANOVA analysis to review potential variations in user interaction across different visual factors. Results: The results revealed variation among categories in terms of content type (F = 8.146; p = 0.001), visual aesthetics (F = 8.299; p = 0.004), and presentation modality (F = 4.341; p = 0.038). This finding suggests that government Instagram accounts need to carefully consider visual factors to enhance user interaction. Implications: This study provides guidance for government institutions on enhancing environmental awareness through effective visual communication strategies on social media, particularly Instagram.
Indonesian ministry of tourism and creative economy and the crisis frame related to COVID-19 Adiprasetio, Justito; Wibowo, Kunto Adi; Fauzi, Muhammad Ilham; Aliifa, Dzikrifa Ningtyas
PRofesi Humas Vol 7, No 2 (2023): February 2023
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v7i2.41465

Abstract

Background: The COVID-19 pandemic has forced governments worldwide to mitigate the tourism sector’s crisis, one of which is to rely on effective and efficient crisis communication. However, the Indonesian government, particularly the Ministry of Tourism and Creative Economy (Kemenparekraf), has been accused of being incompetent in managing its crisis communications. The COVID-19 pandemic has forced governments worldwide to mitigate the tourism sector’s crisis, one of which is to rely on effective and efficient crisis communication. Even so, no study shows how the Indonesian Ministry of Tourism and Creative Economy crisis communication was carried out in the early phase of the pandemic. Purpose: This study aims to examine how crisis communication was carried out by the Indonesian Ministry of Tourism and Creative Economy in the early phase of the pandemic. Methods: This study used the quantitative framing analysis method to examine the crisis frame in 178 press releases published on the official website of the Kemenparekraf in January 2020-May 2020. Results: The economic frame ranked second only behind the attribution of responsibilities and was more dominant than the human interest and morality frame. There was a public response where the government, especially the Kemenparekraf, is considered as only prioritizing economic over public safety. Conclusion: This study found that in the world’s initial phase of the COVID-19 outbreak, the press release published by the Kemenparekraf did not represent an effort to prevent and control the spread of COVID-19 in Indonesia since it would have a significant impact on the tourism sector. Implications: Furthermore, the Kemenparekraf needed to optimize the call to action message to positively influence the public and tourism actors and assist efforts to respond to the COVID-19 pandemic crisis.
Analisis Citra Seksual pada Playable Characters Perempuan dalam Game Online Genshin Impact Darmansyah, Sarah Stephanie; Wibowo, S. Kunto Adi; Fuady, Ikhsan
Journal of Animation and Games Studies Vol 10, No 2 (2024): Oktober 2024
Publisher : Institut Seni Indonesia Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24821/jags.v10i2.9970

Abstract

Berkaitan dengan maraknya tren dalam generasi muda dan audiens media berusia remaja dalam memainkan game online seiring berkembangnya teknologi, semakin meningkat pula kemungkinan bagi mereka untuk terekspos pada berbagai konten dengan unsur dan doktrin yang terkandung didalamnya. Salah satu topik yang membutuhkan perhatian dan perlu ditelaah lebih lanjut merupakan penggambaran citra seksual pada karakter manusia dalam game online. Diantara sekian banyaknya game online yang digemari oleh generasi muda, salah satu game online yang saat ini telah berhasil menarik semakin banyak pemain merupakan Genshin Impact, sebuah game online berkonsep open-world action role-play. Peneliti bertujuan untuk menganalisis penggambaran citra seksual yang ditampilkan pada playable characters perempuan dalam Genshin Impact dengan mengacu pada teori kognitif sosial. Populasi dari penelitian ini merupakan 43 karakter perempuan yang telah rilis sampai saat ini dan sampel yang akan diteliti berjumlah sebanyak 39 karakter perempuan. Penelitian dilaksanakan dengan mengikuti metode analisis isi secara kuantitatif dan kemudian data diolah dengan menggunakan uji Chi-square pada setiap variabelnya. Temuan yang diperoleh memperlihatkan bahwa Genshin Impact tidak sepenuhnya memperlihatkan citra seksual berlebihan pada karakter perempuan yang dapat dimiliki dan dimainkan oleh penggunanya.
Analisis Konten Wacana Kesehatan Mental dalam Karya Musik Billie Eilish Bianti, Sabila Riska; Wibowo, Kunto Adi; Rahmawan, Detta
Journal of Music Science, Technology, and Industry Vol. 7 No. 2 (2024)
Publisher : Institut Seni Indonesia Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Tujuan: artikel ini membahas permasalahan permasalahan kesehatan jiwa yang semakin marak dan sering dialami oleh sejumlah orang. Sebagai salah satu cara katarsis, musik bisa menjadi media untuk melampiaskan emosi seseorang akibat gangguan jiwa. Metode penelitian: dalam penelitian ini penulis menggunakan metode analisis isi kuantitatif untuk menganalisis ada tidaknya wacana kesehatan mental dalam lagu-lagu Billie Eilish. Teknik pengambilan sampel yang digunakan adalah teknik sensus, di mana teknik ini digunakan dengan alasan jumlah populasinya relatif banyak. kecil sehingga membuat peneliti mengambil seluruh populasi menjadi sampel penelitian. Dalam menganalisis hasil penelitian, peneliti menguji data dengan uji Cochran Armitage dan Uji Tabulasi Silang dengan menggunakan SPSS. Uji Cochran Armitage digunakan untuk mengetahui ada tidaknya pola linear peningkatan jumlah wacana kesehatan mental dari tahun ke tahun. Tes Tabulasi Silang digunakan untuk menganalisis kemunculan faktor-faktor yang berkontribusi terhadap wacana kesehatan mental yang ada. Hasil dan pembahasan: analisis ini dilakukan terhadap sejumlah lagu yang menjadi populasi sekaligus sampel penelitian yaitu 59 lagu pada tahun 2016 hingga 2024. terdapat 35 buah lagu yang mengandung wacana kesehatan mental dan 42 buah lirik lagu yang mengandung kategori kecemasan, depresi, bunuh diri, dan metafora. Kemunculan wacana kesehatan mental dianalisis kembali untuk mengetahui faktor penyebabnya. Implikasi: penelitian ini menunjukkan bahwa tidak terdapat pola linear terhadap peningkatan jumlah wacana kesehatan jiwa dari tahun 2016 hingga tahun 2024. Grafik kenaikan dan penurunan cenderung berfluktuasi dengan ketidakstabilan peningkatan setiap tahunnya.
Representasi Stereotip Gender Tradisional dalam Poster Film Marvel Cinematic Universe Fajar, Hafizhah Ainul; Rahmawan, Detta; Wibowo, Kunto Adi
Jurnal Communio : Jurnal Jurusan Ilmu Komunikasi Vol 14 No 1 (2025): January
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jikom.v14i1.9544

Abstract

Penelitian ini mengkaji representasi gender dalam poster film Marvel Cinematic Universe dari tahun 2008 hingga 2023, dengan menyoroti bagaimana laki-laki dan perempuan digambarkan, serta bagaimana dinamika kekuasaan gender tercermin dalam visualisasinya. Khalayak muda membentuk identitas gender dan ekspektasi perilaku gender mereka melalui interaksi sosial dan media massa, termasuk film. Penelitian menggunakan metode analisis isi kuantitatif untuk memeriksa 99 poster film MCU dari tiga situs utama (IMDb, Rotten Tomatoes, dan Metacritic). Hasil uji Chi-Square menunjukkan adanya ketidakseimbangan gender yang signifikan dalam representasi karakter, di mana karakter laki-laki lebih sering muncul dan ditampilkan dengan ukuran relatif lebih besar serta peran sosial yang lebih tinggi dibandingkan karakter perempuan. Penelitian ini juga mengungkapkan bahwa stereotip gender tradisional masih mendominasi dalam poster film MCU, yaitu laki-laki lebih mendominasi dalam poster film Marvel Cinematic Universe dibandingkan dengan perempuan. Penelitian ini memberikan wawasan penting bagi pembuat konten dan pengiklan mengenai pentingnya representasi gender yang seimbang dan inklusif dalam media, di mana adanya kesetaraan dalam penggambaran gender pada film. Temuan ini menyoroti perlunya upaya lebih lanjut untuk mengatasi stereotip gender dalam media dan mengadvokasi representasi yang lebih setara dan adil bagi kedua gender.
High-End Vs High-Street: Estetika Visual Dan Modalitas Presentasi dalam Komunikasi Merek Kecantikan di Instagram Dafina Shafa Salsabil; Wibowo, Kunto Adi; Rahmawan, Detta
HUMANUS : Jurnal Sosiohumaniora Nusantara Vol. 2 No. 2 (2025): HUMANUS (Jurnal Sosiohumaniora Nusantara)
Publisher : Yayasan Pengembangan Dan Pemberdayaan Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62180/56174j54

Abstract

Meningkatnya pengaruh media sosial dalam pemasaran digital telah menjadikan estetika visual dan modalitas presentasi sebagai elemen kunci dalam komunikasi merek. Instagram, sebagai platform yang digerakkan secara visual, memiliki dampak yang luar biasa pada persepsi dan keterlibatan konsumen dengan produk kecantikan. Baik merek kecantikan high-end maupun high-street memanfaatkan Instagram untuk meningkatkan visibilitas mereka, tetapi keampuhan pendekatan mereka terhadap presentasi visual mungkin berbeda satu sama lain. Penelitian ini bertujuan untuk menguji penggunaan estetika visual (klasik vs. ekspresif) dan modalitas presentasi (tunggal vs. ganda) dalam unggahan Instagram oleh merek kecantikan high-end  dan high-street, serta dampaknya terhadap keterlibatan konsumen. Artikel ini menggunakan analisis konten kuantitatif untuk menganalisis 1.165 unggahan Instagram dari empat merek kosmetik—Dior Beauty, Fenty Beauty, Maybelline, dan NYX Cosmetics—yang diunggah pada kuartal pertama tahun 2023. Hasil penelitian menunjukkan tidak ada perbedaan substansial dalam menyajikan modalitas antara merek kecantikan high-end dan high-street. Namun, estetika visual mempengaruhi keterlibatan konsumen, terutama dalam hal komentar, sementara tidak ada efek signifikan yang diamati untuk likes. Temuan ini membantu merek kecantikan menyesuaikan strategi media sosial mereka dengan menyoroti relevansi estetika visual dalam mendorong keterlibatan konsumen. Penelitian di masa depan disarankan untuk menyelidiki faktor psikologis dan perilaku yang memengaruhi keterlibatan konsumen dengan konten merek.
The Influence Of Digital Marketing Literacy On Digital Marketing Adoption Of Pangkalpinang MSME Actors Meidita, Chairunnisa Tri; Suryana, Asep; Wibowo, Kunto Adi
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 3 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i3.11524

Abstract

This research uses a survey method that will explain a trend, attitude, or opinion of the population that will be described quantitatively and test the relationship of several variables. Seeing the phenomenon related to digitalization faced by MSME, this study aims to measure the level of digital marketing literacy of MSME towards digital marketing adoption through perceived benefits, perceived ease of use, and intention to use digital marketing. The target population of this research is MSME in Pangkalpinang City who have participated in digital marketing training. This study will use path analysis to test the hypothesis and determine the amount of influence of the independent variable on the dependent variable. The results show that overall digital marketing literacy does not have a significant influence on digital marketing adoption through perceived benefits, ease of use and intention to use digital marketing.
Analisis Isi Penggunaan Facebook dalam Marketing dan Branding Produk Kecantikan Scarlett dan Skin Dewi Yusril Zafallah; Kunto Adi Wibowo; Ikhsan Fuady
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

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1068.72 KB) | DOI: 10.34007/jehss.v5i2.1364

Abstract

Beauty companies Skin Dewi and Scarlett use social media Facebook to promote their products and to interact with consumers. This article examines and discusses how beauty brands use social media, especially Facebook, to increase brand awareness and brand loyalty with viral marketing theory. This study took 159 samples taken by purposive sampling technique. Of the two brands, uploading content about products is the type of upload that is most uploaded. However, the product promotion technique that is often used looks different, Scarlett uses a giveaway technique, while Skin Dewi uses another technique. The two brands also did not specify a specific time to upload their promotions. In terms of engagement, there is a significant difference between the Scarlett and Skin Dewi brands. Brand Scarlett tends to have good and stable engagement, while Skin Dewi has poor engagement.
Co-Authors Aaliyah Aulia Rivai Abdullah, Fathan Auzan Adiprasetio, Justito Alicia Laurence Efendi Aliifa, Dzikrifa Ningtyas Alyssa, Luthfia Nur Arshad Denanindra Hutomo Arum, Yumna Nahdah Asep Suryana Atwar Bajari Azman Hamdika Syafaat Benazir Bona Pratamawaty Bianti, Sabila Riska Brigitta Jocelyn Septiandra Catherine Novitasari Sihaloho Cholifah Dadang Rahmat Hidayat Dafina Shafa Salsabil Darmansyah, Sarah Stephanie Detta Rahmawan Detta Rahmawan, Detta Engkus Kuswarno Eni Maryani Erlambang, Muhammad Fandy Esther Aurellia Christie Fadhia Hayya, Aqiella Fajar, Hafizhah Ainul Fauzi, Muhammad Ilham Firjarahman, Muhammad Deryl Khansa Galuh Aulia Ramadhanti Hanif, Raden Muhammad Ciptaning Henny Sri Mulyani Rohayati Hertantiningsih, Tifanny Hilmi Dafa Rabani Ikhsan Fuady Ira Mirawati Iwan Iwan Izzati, Raihan Sabili Jasmin Jannatania Kholifatul Mafiroh Kimberly Batsheva Lasut M Aulia Akbar Maharani Bening Maharani Dewanti Setiaputri Meidita, Chairunnisa Tri Moch Armien Syifaa Sutarjo Muhammad Fandy Erlambang Naftalene, Eliza Najma Najma Pandan Yudhapramesti Priyatna, Adry Alim Pudyaning Putri Noor Qolbi Purnomo, Chyntia Dewi Ramadhina, Az-zahra Mutiara Syofi Ratih Anbarini Reksa Anggia Ratmita Rifki Nur Priyansyah Salsabil, Dafina Shafa Shanti, Ni Ketut Rahma Pratiwi Sihite, Manda Chrisencia Simanjuntak, Clesia Sari Mastiur Sri Seti Indriani Suka, Kiran Rianetta Ginting Syafirah, Nuryah Asri Theogene, Rutambuka Wibowo, Damar Dhiyaan Hafidz Winata, Cecilia Liusca Yusril Zafallah