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Kusumalestari, Ratri Rizki
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia.
Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Strategi Komunikasi Pemasaran Toko Thrifting BNS.NEWGEN melalui Fitur Shopee Live Taufiq Muhammad Firdaus; Ratri Rizki Kusumalestari
Bandung Conference Series: Public Relations 417-426
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25793

Abstract

Abstract. This study describes the marketing communication strategy of the BNS.NEWGEN thrift store through the Shopee Live feature in increasing the number of viewers, covering planning, obstacles, and solutions. Live streaming has grown into a marketing communication medium on e-commerce platforms, particularly Shopee Live, enabling sellers to interact with audiences in real time. This research uses a qualitative approach with a descriptive method and a positivist paradigm. Data were collected through interviews with three informants, namely the store owner, the live host, and the store admin, observation of live streaming sessions, and documentation of Shopee Live dashboard data for the period of 14 April to 11 May 2025. Data were analyzed using the interactive model of Miles and Huberman and validated through triangulation. The results show that planning focuses on three aspects: staged promotional strategies supported by Shopee Live advertising, host credibility built through transparency about product conditions and familiarity with viewers, and broadcast scheduling every day except Monday in two sessions. Obstacles include unstable networks, power outages, accumulated comments, and national events that divide audience attention. Solutions include backup power and connections, selective comment management, and schedule adjustments.   Abstrak. Penelitian ini mendeskripsikan strategi komunikasi pemasaran Toko Thrifting BNS.NEWGEN melalui fitur Shopee Live dalam meningkatkan jumlah viewers, yang mencakup perencanaan, kendala, dan solusi. Penelitian dilatarbelakangi oleh berkembangnya live streaming sebagai sarana komunikasi pemasaran pada platform e-commerce, khususnya Shopee Live, yang memungkinkan penjual berinteraksi secara real-time dengan audiens. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif dan paradigma positivisme. Data dikumpulkan melalui wawancara dengan tiga informan, yaitu pemilik toko, host live, dan admin toko, observasi terhadap sesi live streaming, serta studi dokumentasi data dashboard Shopee Live periode 14 April sampai 11 Mei 2025. Data dianalisis menggunakan model interaktif Miles dan Huberman dengan uji keabsahan melalui triangulasi. Hasil penelitian menunjukkan perencanaan diarahkan pada tiga aspek, yaitu strategi promosi bertahap yang didukung iklan Live Shopee, kredibilitas host yang dibangun melalui keterbukaan kondisi produk dan keakraban dengan penonton, serta pemilihan waktu siaran setiap hari kecuali Senin dalam dua sesi. Kendala meliputi gangguan jaringan, pemadaman listrik, penumpukan komentar, dan acara nasional yang memecah perhatian penonton. Solusi mencakup penyediaan daya dan koneksi cadangan, pengelolaan komentar secara selektif, serta penyesuaian jadwal siaran.
Terpaan Parenting TikTok dan Sikap Orang Tua tentang Emosi Anak Nayla Maimana; Ratri Rizki Kusumalestari
Bandung Conference Series: Communication Management 671 - 680
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24841

Abstract

This study examines the effect of exposure to parenting messages on TikTok on parents' attitudes regarding children's emotional development, focusing on parents of students at RA Attaqwa 09 Babelan, Bekasi Regency. The rise of social media as a primary source of parenting information amid parents' busy working lives underlies the urgency of this research. A quantitative approach with a survey method was applied, grounded in Behaviorism, Stimulus-Response, and Message Effects theories. Data were collected through a Likert-scale questionnaire distributed to 54 respondents determined by purposive sampling and the Slovin formula from a population of 62 parents, then analyzed using simple linear regression covering the main hypothesis and three sub-hypotheses representing the cognitive, affective, and conative dimensions of attitude. Results show that exposure to parenting messages on TikTok (X) has no significant effect on parents' attitudes toward children's emotional development (Y), with a significance value of 0.747 (>0.05) and an R Square of only 0.2%. The same pattern holds for all three dimensions, with significance values of 0.671 (cognition), 0.771 (affection), and 0.595 (conation). These findings indicate that parental attitudes are shaped more by direct parenting experience, structured professional guidance, and internalized cultural-religious values than short-form social media content.   Penelitian ini mengkaji pengaruh terpaan pesan parenting di media sosial TikTok terhadap sikap orang tua terkait perkembangan emosi anak, dengan objek orang tua murid RA Attaqwa 09 Babelan, Kabupaten Bekasi. Tingginya penggunaan media sosial sebagai sumber utama informasi pengasuhan di tengah kesibukan orang tua menjadi urgensi penelitian ini. Penelitian menggunakan pendekatan kuantitatif dengan metode survei, berlandaskan Teori Behaviorisme, Teori Stimulus-Response, dan Teori Efek Terpaan Pesan. Data dikumpulkan melalui kuesioner skala Likert yang disebarkan kepada 54 responden yang ditentukan dengan purposive sampling dan rumus Slovin dari populasi 62 orang tua, kemudian dianalisis menggunakan regresi linear sederhana mencakup hipotesis utama dan tiga sub-hipotesis yang mewakili dimensi kognisi, afeksi, dan konasi dari sikap. Hasil penelitian menunjukkan bahwa terpaan pesan parenting di TikTok (X) tidak berpengaruh signifikan terhadap sikap orang tua terkait perkembangan emosi anak (Y), dengan nilai signifikansi 0,747 (>0,05) dan R Square hanya 0,2%. Pola serupa juga terjadi pada ketiga dimensi, dengan nilai signifikansi 0,671 (kognisi), 0,771 (afeksi), dan 0,595 (konasi). Temuan ini mengindikasikan bahwa sikap orang tua lebih banyak dibentuk oleh pengalaman pengasuhan langsung, bimbingan profesional yang terstruktur, serta nilai budaya-agama yang terinternalisasi, dibandingkan konten media sosial berdurasi singkat.
Adaptasi Komunikasi dan Homesickness pada Mahasiswa Perantau Dimas Saputra Zami; Ratri Rizki Kusumalestari
Bandung Conference Series: Communication Management 681 - 688
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24847

Abstract

Out-of-region migrant students at Universitas Islam Bandung (Unisba) face the dual challenge of intercultural communication adaptation and the risk of homesickness, yet the relationship between the two has rarely been examined in an Islamic higher education setting. This study examines the relationship between communication adaptation and the level of homesickness among migrant students from outside West Java at Unisba, including its three dimensions: verbal–nonverbal communication adjustment, anxiety and uncertainty management, and the ability to build social relationships. A quantitative correlational method was used, with data collected through a five-point Likert-scale questionnaire from 103 respondents selected by proportionate stratified random sampling from a population of 830 students. Data were analyzed using Pearson Product Moment correlation and simple linear regression, and confirmed with Spearman correlation. The results show a very strong, significant, and negative relationship between communication adaptation and homesickness (r = −0.884; p < 0.001), with communication adaptation explaining 78.1% of the variance in homesickness. All three dimensions are also negatively and significantly related, the strongest being anxiety and uncertainty management. Communication adaptation thus functions as a protective factor against homesickness.   Mahasiswa perantau luar Jawa Barat di Universitas Islam Bandung (Unisba) menghadapi tantangan adaptasi komunikasi antarbudaya sekaligus risiko mengalami homesickness, namun hubungan keduanya masih jarang dikaji dalam konteks perguruan tinggi Islam. Penelitian ini bertujuan menguji hubungan antara adaptasi komunikasi dengan tingkat homesickness pada mahasiswa perantau luar Jawa Barat di Unisba, termasuk ketiga dimensinya: penyesuaian komunikasi verbal–nonverbal, pengelolaan kecemasan dan ketidakpastian, serta kemampuan membangun relasi sosial. Metode yang digunakan adalah kuantitatif korelasional dengan data dikumpulkan melalui kuesioner skala Likert 1–5 dari 103 responden yang dipilih menggunakan proportionate stratified random sampling dari populasi 830 mahasiswa. Data dianalisis menggunakan korelasi Pearson Product Moment dan regresi linear sederhana, serta dikonfirmasi dengan korelasi Spearman. Hasil penelitian menunjukkan hubungan negatif yang sangat kuat dan signifikan antara adaptasi komunikasi dengan homesickness (r = −0,884; p < 0,001), dengan adaptasi komunikasi menjelaskan 78,1% variasi homesickness. Ketiga dimensi adaptasi komunikasi juga berhubungan negatif dan signifikan, dengan dimensi pengelolaan kecemasan dan ketidakpastian sebagai yang terkuat. Adaptasi komunikasi berfungsi sebagai faktor protektif terhadap homesickness.
Relevansi Media Mainstream: Apa yang Diinginkan Gen Z dari Media Lokal? Ratri Rizki Kusumalestari; Andalusia Neneng Permatasari; Arbaiyah Satriani
Jurnal Inovasi Komunikasi Volume 4, No. 2, September 2026, Jurnal Inovasi Komunikasi (JIKOM)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jikom.v4i2.9897

Abstract

This study explores Generation Z’s preferences and expectations regarding the consumption of local mainstream media content. The evolution of digital platforms and media consumption patterns requires local media to understand the needs of this demographic cohort in order to remain relevant. This issue arises from the shifting media landscape, in which conventional formats increasingly encounter digital alternatives, creating uncertainty about how to effectively engage younger audiences. This study aims to identify the media consumption habits and media culture of Generation Z in relation to local media. A qualitative approach was employed by conducting interviews with 11 university students from three major cities in Indonesia: Semarang, Yogyakarta, and Bandung. The qualitative method was selected to provide a comprehensive understanding by exploring participants’ use of local media, as well as the motivations and reasons underlying their preferences. The findings indicate a preference among Generation Z for personalized content experiences and interactive content, along with a clear tendency to access local news through digital platforms. Furthermore, authenticity and relevance in content production emerged as important findings. The study also reveals that Generation Z prefers the use of language that is more closely aligned with everyday communication. These findings provide recommendations for local media organizations to adapt and develop within a digital media ecosystem that is increasingly oriented toward the needs and preferences of younger audiences.
Boycotting Israeli Products in the Digital Age: The Influence of Social Media on Consumer Attitudes Raditya Pratama Putra; Maya Amalia Oesman Palapah; Indri Rachmawati; Ratri Rizki Kusumalestari; Maman Chatamalah
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 1, (June 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i1.4458

Abstract

Abstract. Amid escalating Israeli attacks on Palestine, widely regarded as war crimes due to the high number of civilian casualties, including children, several nations, including Indonesia, have responded by initiating boycotts of Israeli products. In solidarity with Palestine, the Indonesian Ulema Council (MUI) issued a fatwa urging the public to boycott Israeli products and those supporting them. This move has sparked significant public debate and discussion, particularly on social media platforms such as Facebook, Twitter, and Instagram, where robust interactions are shaping public opinion on the boycott. In this context, this study aims to explore the impact of social media campaigns on consumer attitudes toward Israeli products in the digital era. Employing a quantitative research approach, data were gathered through surveys conducted with 100 randomly selected students in Bandung. The findings reveal that social media dissemination significantly influences cognitive, affective, and conative changes in consumer behavior. This suggests that social media campaigns play a pivotal role in shaping consumer attitudes, reflecting the complex interplay of personal values, political stances, and economic considerations. Furthermore, the study highlights the powerful role of social media in amplifying political messages, mobilizing support for social causes, and shaping perceptions on a global scale. The insights gained from this research are crucial for stakeholders, policymakers, academics, and the general public, offering a deeper understanding of how digital campaigns can drive shifts in consumer behavior within a politically charged environment.
Co-Authors Aditha Nurjannah Utami Putri Afyadi, Yuki Jauza Hasna Alex Sobur Andalusia Neneng Permatasari Arbaiyah Satriani Arba’iyah Satriani Dadi Ahmadi Dalilah Nur Andytha Devi Sartika Dimas Saputra Zami Endri Listiani Fathan Lukmannulhakim Nur Musthofa Ferry Darmawan Firmansyah Firmansyah Indri Rachmawati Jovi Desanto Laras Putri Agustiyani Maman Chatamalah Maya Amalia Oesman Palapah Millenia Anjani Muhammad Fauzan Zikrillah Muhammad Ghazian H Muhammad Jovi Desanto Muthiah Umar Nastiti Ratna Utami Nayla Maimana Neni Yulianita Nova N. Nadifah Nunik Listari Azharani Oesman, Maya Amalia Raditya Pratama Putra Riza Hernawati Saraswati, Sarry Shafina Satriani, Arba'iyah Septiawan Santana Kurnia Taufiq Muhammad Firdaus Tegar Buana Harahap Tia Habibah Dwitami Tsanyta Zahra Istighfarina Zaki Zahran Safhana