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Paramita, Sinta
Fakultas Ilmu Komunikasi Universitas Tarumanagara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Integrated Marketing Communication dalam Persaingan Bisnis Kopi Keliling Kopi X dan Kopi Y Aurelia Regina Cahyawangsa; Sinta Paramita
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37196

Abstract

This study aims to analyze marketing communication within the competitive mobile coffee business between Kopi X and Kopi Y using the Integrated Marketing Communication (IMC) approach. The background of this research stems from the growing trend of mobile coffee businesses in Indonesia, which encourages business owners to implement effective communication strategies to remain competitive. This study employs a qualitative method through interviews, observations, and document analysis to explore how both brands apply the eight elements of IMC, namely personal selling, sales promotion, advertising, word of mouth, event and experience marketing, public relations, interactive marketing, and direct marketing. The findings indicate that both brands implement all IMC elements, but with varying levels of effectiveness. Kopi X excels in digital advertising, application-based interaction, event participation, and consistent direct marketing. Meanwhile, Kopi Y demonstrates stronger performance in word-of-mouth strategies and positive brand image built through direct interaction. Overall, the study concludes that Kopi X has a more integrated and comprehensive IMC implementation, while Kopi Y needs to strengthen its digital communication strategy to enhance competitiveness. Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran dalam persaingan bisnis kopi keliling antara Kopi X dan Kopi Y melalui pendekatan Integrated Marketing Communication (IMC). Latar belakang penelitian berangkat dari meningkatnya tren bisnis kopi keliling di Indonesia yang mendorong pelaku usaha untuk menerapkan strategi komunikasi yang efektif agar mampu bersaing. Penelitian menggunakan metode kualitatif melalui wawancara, observasi, dan studi dokumentasi untuk menggali bagaimana kedua brand menerapkan delapan elemen IMC, yaitu personal selling, sales promotion, advertising, word of mouth, event and experience marketing, public relations, interactive marketing, serta direct marketing. Hasil penelitian menunjukkan bahwa kedua brand mempraktikkan seluruh elemen IMC, namun dengan tingkat efektivitas yang berbeda. Kopi X unggul dalam periklanan digital, interaksi melalui aplikasi, partisipasi event, serta direct marketing yang konsisten. Sementara itu, Kopi Y lebih kuat pada strategi word of mouth dan citra positif yang dibangun melalui interaksi langsung. Secara keseluruhan, penelitian menyimpulkan bahwa Kopi X memiliki penerapan IMC yang lebih terintegrasi dan menyeluruh, sedangkan Kopi Y memerlukan penguatan pada strategi komunikasi digital untuk meningkatkan daya saing.
Analisis Motif Generasi Z Bermain Game Online Roblox Shintya; Sinta Paramita; Lydia Irena
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37204

Abstract

The development of digital technology has led to the rise of various interactive entertainment platforms, including online games which continue to grow rapidly in Indonesia, such as Roblox. Roblox is an online game platform that containing multiple games and has become popular among young users, particularly Generation Z, due to its accessibility and diverse game options, serving as a medium for social interaction, brand engagement, and self-expression. This study aims to explore the motives of Generation Z in playing Roblox by using Alfred Schutz’s theory of motives, which categorize motives into because motive and in-order-to motive. Using a qualitative phenomenological study approach, data were collected through focus group discussion with six active Roblox players. The results show that because motives come from media exposure and trends, while in-order-to motives relate to social needs. This study is expected to provide valuable insight and serve as a reference for future research on online gaming motives. Perkembangan teknologi digital saat ini telah mendorong hadirnya berbagai platform hiburan yang interaktif, salah satunya adalah game online. Fenomena game online saat ini semakin berkembang pesat di Indonesia, salah satunya adalah game online Roblox. Roblox adalah salah satu platform game online yang berisikan beberapa permainan di dalamnya dan menjadi populer dikalangan pemain game online karena kemudahan dalam mengaksesnya serta beragam permainan yang tersedia. Roblox populer dikalangan pengguna muda, terutama Generasi Z dan menjadi medium untuk berinteraksi sosial, brand engagement, serta eskpresi diri. Penelitian ini bertujuan untuk mengetahui motif Generasi Z dalam bermain Roblox dengan menggunakan teori motif Alfred Schutz yang menggolongkan motif menjadi dua, yaitu motif sebab (because motive) dan motif tujuan (in-order-to motive). Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi. Data dikumpulkan melalui focus group discussion dengan enam informan yang aktif bermain Roblox. Hasil penelitian ini menunjukkan bahwa motif sebab pemain muncul melalui paparan media dan tren, sedangkan motif tujuan pemain berkaitan dengan pemenuhan kebutuhan sosial. Penelitian ini diharapkan dapat memberikan wawasan serta menjadi referensi bagi kajian motif bermain game online ke depannya.
TikTok sebagai Media dalam Membentuk Opini Publik melalui Film Netflix Ice Cold Michel Adriana; Sinta Paramita
Koneksi Vol. 10 No. 1 (2026): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v10i1.33312

Abstract

The 2016 cyanide coffee murder case was widely discussed in the mass media at the time, with Jessica Wongso as a suspect in the murder of Mirna. This case was brought up again in 2023 through a documentary film entitled "Ice Cold: Murder, Coffee and Jessica Wongso," which aired on Netflix. The film clip video spread through various social media, one of which was TikTok, made the case that caused a stir in 2016 discussed again. Many provided information, views, and opinions to participate in the cyanide coffee case discussion actively. This study uses a qualitative approach with a case study method to analyze the stages of public opinion formation. Using the thinking of the stages of public opinion formation by Cutlip and Center and Erikson and Tedin. The study results show that TikTok is an effective platform for forming public opinion. Through four stages, namely the emergence of issues, there is attention from opinion leaders, discussing solutions, and determining solutions. Through data collection through in-depth interviews, observations, literature studies, and documentation, it is hoped that results that are close to the truth can be obtained. In addition, the results of this study are expected to gain insight into the stages of public opinion formation. Kasus pembunuhan kopi sianida pada tahun 2016 ramai dibahas pada masanya di media massa, dengan Jessica Wongso sebagai tersangka pembunuhan terhadap Mirna. Kasus ini terangkat kembali pada tahun 2023 melalui film dokumenter yang berjudul "Ice Cold: Murder, Coffee and Jessica Wongso" yang tayang di Netflix. Video cuplikan film tersebar melalui berbagai media sosial salah satunya TikTok, membuat kasus yang menghebohkan pada tahun 2016 tersebut kembali dibahas. Banyak yang memberikan informasi, pandangan, dan pendapat mereka untuk turut aktif dalam berpartisipasi diskusi kasus kopi sianida. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus untuk menganalisis tahapan terbentuknya opini publik. Menggunakan pemikiran tahapan pembentukan opini publik Cutlip dan Center serta Erikson dan Tedin. Hasil penelitian menunjukkan bahwa TikTok menjadi platform yang efektif dalam membentuk opini publik. Melalui empat tahapan yaitu munculnya isu, terdapat perhatian opinion leader, mendiskusikan solusi, dan menetapkan solusi. Melalui pengumpulan data dengan wawancara secara mendalam, observasi, studi pustaka dan dokumentasi, diharapkan dapat memperoleh hasil yang mendekati kebenaran. Selain itu, hasil penelitian ini diharapkan dapat mendapatkan wawasan mengenai tahapan pembentukan opini publik.
Representasi Feminisme Postmodern pada Tokoh Tewkesbury dalam Film Enola Holmes (2020) Belinda Purwanto Jahja; Sinta Paramita
Koneksi Vol. 10 No. 1 (2026): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v10i1.36343

Abstract

This study analyzes the representation of postmodern feminism through the character of Lord Tewkesbury in the film Enola Holmes (2020). The film is viewed as a cultural text that not only tells a story but also shapes and negotiates gender meanings through visual, verbal, and narrative signs. This research employs postmodern feminist theory using deconstructionist, poststructuralist, and performative approaches, which understand gender as a fluid social construct continuously formed through discourse. The analysis applies Roland Barthes’ semiotic framework of denotation, connotation, and myth. The study focuses on three key scenes that illustrate the reversal of gender roles, the negotiation of masculine identity within the social context of the Victorian era, and the performance of non-hegemonic gender expressions. The findings indicate that Tewkesbury is consistently portrayed as gentle, empathetic, reflective, and cooperative, thereby challenging dominant masculinity. These representations construct a myth of alternative masculinity that is more inclusive and humanistic, while emphasizing the role of popular media in expanding the understanding of gender as a dynamic spectrum in contemporary popular culture.     Penelitian ini menganalisis representasi feminisme postmodern melalui tokoh Lord Tewkesbury dalam film Enola Holmes (2020). Film dipandang sebagai teks budaya yang tidak hanya menyampaikan cerita, tetapi juga membentuk dan menegosiasikan makna gender melalui tanda visual, verbal, dan naratif. Penelitian ini menggunakan teori feminisme postmodern dengan pendekatan dekonstruksionis, poststrukturalis, dan performatif, yang memandang gender sebagai konstruksi sosial yang bersifat cair dan terus dibentuk melalui wacana. Analisis dilakukan dengan semiotika Roland Barthes yang mencakup denotasi, konotasi, dan mitos. Kajian ini menelaah tiga adegan kunci yang menunjukkan pembalikan peran gender, negosiasi identitas maskulinitas dalam konteks sosial era Victoria, serta performativitas gender non-hegemonik. Hasil penelitian menunjukkan bahwa Tewkesbury digambarkan sebagai sosok yang lembut, empatik, reflektif, dan kooperatif, sehingga menantang maskulinitas dominan. Representasi tersebut membangun mitos maskulinitas alternatif yang lebih inklusif dan humanis, serta menegaskan peran media populer dalam memperluas pemahaman gender sebagai spektrum yang dinamis dalam konteks budaya populer kontemporer secara luas masa kini.
Leveraging Instagram for the Development of Sustainable Tourism MSMEs in Pampang Cultural Village, East Kalimantan Sinta Paramita; Farid Rusdi; Joana Jaya; Agustina Kahumako
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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

Abstract

The use of Instagram to develop micro, small, and medium enterprises (MSMEs) in the sustainable tourism sector of Pampang Cultural Village represents a strategic approach to promoting the area's cultural and natural assets.  As a visual-based social media platform, Instagram facilitates the effective dissemination of information through engaging, accessible photo, video, and story content. Authentic, creative, and consistent content helps increase public awareness of the distinctive local culture, traditions, and tourist attractions. This initiative forms part of the Community Service (PKM) program, which seeks to enhance MSME capacity in effective social media management. The implementation methods include analyzing the Pampang Cultural Village Instagram account, facilitating discussions and mentoring account managers, and conducting continuous monitoring and evaluation.  This approach supports sustained management of effective, targeted content. The outcomes of this activity indicate improved skills in content creation, the formulation of structured promotional strategies, and the use of storytelling to emphasize cultural values in product marketing, including souvenirs. These advancements have enhanced the village's visibility, increased both local and international tourist visits, and strengthened the community's economy while maintaining a commitment to cultural and environmental preservation.
Co-Authors Agnes Rosandi Agnes Yunita Agustina Kahumako Agustino Agustino Ahmad Junaidi Alvin Alvin Anasthasia Fauziek Andia Elfika Priselie Andrew Limelta Anggi Melinda Aurelia Regina Cahyawangsa Belinda Purwanto Jahja Cahya Anna Versari Calvin Epesus Candice Felicia Austin Ng Carolin Pynkan Sipayung Caroline Vinci Wijaya Cindy Delicia Cut Eldina Kulsia Cut Putri Chandra Doddy Salman Dyon Liuswanto Edward Tjahjadi Elias Benny Alricoh Evin Cornellin Fabiola Greselda Aser Farid Rusdi Febby Susanti Gabriel Joshua Natanael Gherry Daniel Gladys Carlina Gloria Renatha Indra Ridwan Maulana Irena, Lydia Ivonne Madlene Christie Jeanette Mihardja Jenchen Theresa Jessica Lestari Joana Jaya Jody Kurniawan Pratama Joses Karsten Kevin Kevin Kevin Kurniawan Kevin Richard Sandiata Laura Lauw Limdya Effriany Lukas Pujianto Lusia Savitri Setyo Utami Maria Veronica Marilyn Alexande Melinia Anggakesuma Tarana Michel Adriana Nadya Natasia Ria Natalia Natalia Nathan Tjhai Nerissa Arviana Nicolaus August Nigar Pandrianto Novika Anggrilita Orville Yonathan Priscilla Viby Rachel Nelly Rasji Ria Octavani Rielly Graciela Millennia Suawa Riris Loisa Risky Anggraini Putri Rosalina Valencia Sapphine Roswita Oktavianti Setyanto, Yugih Shani Indira Natio Shintya Silvia Silvia Siti Fathonah Sudarto Sukendro, Gregorius Genep Susanti Pusparini Suzy Azeharie, Suzy Terremi Michelle Chano Tiffany Gintara Vidia Naldly Putri Vinia Fransiska William Cung Winduwati, Septia Wulan Purnama Sari Yeni Lusiana Yenny Octavia Yenty Boentoro Yose Amru Rizal Yulitasari Yulitasari