Articles
<![CDATA[Fan Loyalty, Event Marketing dan Pengaruhnya terhadap Brand Image: (Studi pada Fans KPop) ]]>
<![CDATA[Jasmine Alya Pramesthi]]>;
<![CDATA[Riandra Fahrezi, Revanza]]>;
<![CDATA[Pradana, Yoka]]>
<![CDATA[ Communicator Sphere Vol. 4 No. 1 (2024): June 2024 ]]>
Publisher : <![CDATA[Universitas Bhayangkara Surabaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.55397/cps.v4i1.112
<![CDATA[Di pasar KPop Indonesia, fan loyalty memainkan peran penting dalam brand ambassador, terutama di industri kecantikan, yang dicontohkan oleh EXO yang mendukung Scarlett Whitening dan Sehun dari EXO untuk Whitelab. Penelitian ini mempelajari dampak fan loyalty dan event marketing terhadap brand image, dengan menganalisis dua event tertentu: "SCARLETT X EXO Glow to You Meet & Greet" dan "Whitelab: One Memorable Day with Scientist Ganteng Oh Sehun." Tanggapan media sosial setelah acara-acara ini memicu ketertarikan, mendorong spekulasi tentang pengaruhnya terhadap brand image. Berfokus pada fandom EXO-L, penelitian ini mengumpulkan data dari 225 responden melalui kuesioner online, dengan menggunakan regresi linier berganda untuk analisis. Hasil penelitian mengungkapkan bahwa fan loyalty dan event marketing secara kolektif memiliki pengaruh yang signifikan terhadap brand image. Menariknya, responden menunjukkan sikap yang lebih positif terhadap Scarlett Whitening dibandingkan dengan Whitelab, menggarisbawahi pentingnya fan loyalty dalam memperkuat brand image melalui event marketing. Penelitian ini mengeksplorasi wawasan tentang peran idol KPop dalam branding, menekankan sinergi antara event marketing dan fan loyalty untuk komunikasi brand yang efektif.]]>
<![CDATA[ANALISIS RETORIKA ARISTOTELES PADA KAJIAN ILMIAH MEDIA SOSIAL DALAM MEMPERSUASI PUBLIK ]]>
<![CDATA[Dhia, Rifqi Nadhmy]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>;
<![CDATA[Irwansyah, Irwansyah]]>
<![CDATA[ Linimasa : Jurnal Ilmu Komunikasi Vol. 4 No. 1 (2021): Januari 2021 ]]>
Publisher : <![CDATA[Ilmu Komunikasi, FISIP Universitas Pasundan ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.23969/linimasa.v4i1.3530
<![CDATA[In order to build public awareness of the current crisis, many persuasive messages are disseminated through social media. Public communication is considered to be utilizing the power of YouTube as a popular social media platform in effectively communicating crisis through persuasive messages. In previous research the three aspects of ethos, pathos, and logos have been found as evidence of rhetoric in conveying persuasive messages made by YouTubers. The implications of study about rhetoric continue to develop today. This study aims to review other Aristotle’s rhetoric concepts that has not been analyzed in previous studies. The research used qualitative exploratory methods including in-depth interviews and observations. The sample size of participants in this study follows the concept of saturation. The study uncovered that there are two other concepts regarding rhetorical theory by Aristotle in this study — the type of rhetoric used and the five rhetorical canons when the speaker conveys a message. The researcher suggests further research to explore the concept of rhetorical inartistic evidence that is outside the rhetoric element brought by the speaker, so that the study can be discussed more comprehensively.]]>
<![CDATA[Analisis Pidato Kajian Retorika Aristoteles pada YouTube Video Perayaan Wisuda Virtual ]]>
<![CDATA[Pramesthi, Jasmine Alya]]>
<![CDATA[ Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS) Vol. 3 No. 3 (2023): September - Desember ]]>
Publisher : <![CDATA[CV. ITTC INDONESIA ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.47233/jkomdis.v3i3.1201
<![CDATA[The state of COVID-19 that occurs in almost all parts of the world has made various activities carried out virtually from home in accordance with government policies. With all the activities done from home will cause several mental health problems. In order to provide support to the community, especially 2020 graduates who failed to celebrate graduation face-to-face, YouTube on June 7, 2020 broadcasts original content directly to carry out virtual graduation celebrations to congratulate, convey enthusiasm and inspiration to graduates with the title "Dear Class of 2020 ", one of the contents is entitled" BTS Commencement Speech | Dear Class of 2020 ”. By using a qualitative descriptive method, this study will try to explain how BTS rhetoric in delivering speeches in Dear Class of 2020, which is then analyzed using five rhetorical canons. The data analysis technique in this study is content analysis. Through the research results, the researcher found that all the speakers have five rhetorical canons delivered by Aristotle in their respective speeches. To require other research on rhetoric, the researcher suggests exploring other concepts outside the five rhetorical canon concepts in the study of Communication Studies. ]]>
<![CDATA[ANALISIS RESEPSI TERHADAP PERNIKAHAN MULTIKULTURAL ]]>
<![CDATA[Jasmine Alya Pramesthi, Jasmine Alya]]>
<![CDATA[ NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 2 No. 1 (2021): Nivedana : Jurnal Komunikasi & Bahasa ]]>
Publisher : <![CDATA[Sekolah Tinggi Agama Buddha Negeri Raden Wijaya ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.53565/nivedana.v2i1.265
<![CDATA[Dengan pesatnya perkembangan teknologi, banyak orang yang menggunakan teknologi dengan cara membagikan pengalaman pribadinya secara tertulis atau audiovisual. Salah satunya adalah pengalaman yang dibagikan melalui YouTube oleh Keluarga Kimbab, Warga Negara Indonesia yang sedang mengalami pernikahan multikultural atau pernikahan campuran. Keluarga Kimbab juga kerap mengunggah berbagai konten yang menjelaskan tantangan yang dialami sebagai sebuah keluarga multikultural. Ini mencakup budaya yang berbeda, hingga batasan bahasa. Berbagai tanggapan yang diutarakan oleh penonton dari Keluarga Kimbab menunjukkan adanya ketertarikan pada kehidupan sehari-hari yang dilakukan oleh pasangan pernikahan multikultural. Hal ini sejalan dengan teori analisis resepsi oleh Stuart Hall yang menunjukkan bahwa makna dan penjelasan dalam pesan dapat dimaknai secara berbeda. Penelitian berikut ini dilakukan dalam melakukan penelitian tentang analisis resepsi audiens yaitu pelanggan dari Kimbab Family tentang pernikahan multikultural. Penelitian dilakukan dengan pendekatan kualitatif dengan paradigma konstruktivis. Pendekatan kualitatif digunakan untuk mendapatkan penjelasan yang mendalam tentang interpretasi yang diterima audiens. Data primer yang digunakan dalam penelitian ini diperoleh berdasarkan wawancara mendalam terhadap informan yang ditentukan melalui teknik purposive sampling. Melalui hasil penelitian yang telah dilakukan, peneliti dapat menyimpulkan bahwa terdapat perbedaan posisi oleh masing-masing audiens dalam melakukan resepsi, meliputi dominan-hegemoni, posisi negosiasi, dan posisi oposisi. Diharapkan dapat dilakukan penelitian lebih lanjut dengan menggunakan teori dan konsep lain dalam menjelaskan bagaimana keterlibatan audiens dalam konten serupa.]]>
<![CDATA[Pemanfaatan Media Sosial Instagram @Sahabat_umkm: Studi Uses and Gratification Sebagai Upaya Edukasi Pelaku Usaha Mikro ]]>
<![CDATA[Pratama, Muhammad Tarel Rizky]]>;
<![CDATA[Pamungkas, Indra Novianto Adibayu]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>
<![CDATA[ Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 5 No. 2 (2024): Mei ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.35870/jimik.v5i2.652
<![CDATA[Digitalization is increasingly advancing, and one manifestation of this progress is the emergence of the social media platform Instagram. Micro-business owners utilize Instagram to meet their needs (uses and gratification), particularly in seeking education for micro-business ventures. One of the accounts disseminating education for micro-businesses is @sahabat_umkm. The objective of this research is to measure the extent of the influence of utilizing Instagram @sahabat_umkm: a study on uses and gratification as an effort in educating micro-business owners. The research method employed is causal quantitative. Data analysis techniques include Pearson product-moment correlation analysis, t-test, simple linear regression analysis, and coefficient of determination test. The data was collected by the researcher online using a questionnaire and distributed to 399 respondents who are followers of Instagram @sahabat_umkm. The sampling technique used by the researcher is Nonprobability Sampling, specifically Purposive Sampling. The result of the Pearson product-moment correlation analysis is 0.472, indicating a moderate to strong relationship between the variables of Instagram utilization and the effort in educating micro-business owners. Additionally, the magnitude of the influence on the variable of Instagram @sahabat_umkm utilization on the variable of effort to educate micro-business owners is 22.2%, while 72.8% is influenced by other factors beyond this study. The results of the simple linear regression analysis indicate that every one-unit increase in the Instagram @sahabat_umkm utilization variable corresponds to an increase of 0.231 in the variable of effort to educate micro-business owners. Through this research, it is proven that the utilization of Instagram @sahabat_umkm (variable X) significantly and positively impacts the effort to educate micro-business owners (variable Y).]]>
<![CDATA[Persuasi Rute Periferal Exo Sebagai Brand Ambassador Scarlett Whitening Terhadap Impulsive Buying ]]>
<![CDATA[Maretha, Grace]]>;
<![CDATA[Pamungkas, Indra Novianto Adibayu]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 7, No 2 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.32509/pustakom.v7i2.4017
<![CDATA[The popularity of K-Wave amongst Indonesian creates a competition for brands, resulting them competing to use Korean artists as brand ambassadors. This practice is widely adopted in business, particularly in the beauty industry, which is rapidly growing in Indonesia. This research aims to determine the effect of EXO's peripheral route persuasion as the brand ambassador of Scarlett Whitening on impulsive buying behavior. The study uses a quantitative approach to provide detailed statistical analysis on the influence of brand ambassadors on consumer impulsive buying. Data collected through an online questionnaire, distributed to 385 respondents who met the requirements of sample criteria. The results of the study indicate a significant positive influence of peripheral route persuasion on impulsive buying behavior. This means that the presence of EXO as a brand ambassador is effective in delivering marketing messages through the peripheral route, which includes elements such as likability and attractiveness, driving consumers to make impulsive purchases.]]>
<![CDATA[Pengaruh Komunikasi Persuasif Influencer Fadil Jaidi terhadap Minat Beli Produk Scarlett Whitening ]]>
<![CDATA[Putri, Alya Saniyyah]]>;
<![CDATA[Pamungkas, Indra Novianto Adibayu]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 7, No 2 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.32509/pustakom.v7i2.3689
<![CDATA[The use of influencers has become widespread among companies or business entities to promote their products and services. Influencers are required to convey persuasive messages through endorsement content to increase purchase intention among the public. This research aims to measure the extent of the influence of Fadil Jaidi's persuasive communication on the purchasing intention in Scarlett Whitening products among Instagram followers @fadiljaidi. This research uses the Elaboration Likelihood Theory to determine which route followers @fadiljaidi take in processing the persuasive messages. Researchers use a quantitative approach with correlation research type and positivism paradigm. The data is collected through online questionnaires distributed to 400 respondents Instagram followers @fadiljaidi. Data analysis techniques include t-test hypothesis, simple linear regression test, and coefficient of determination test. The results show that Fadil Jaidi as a male non-beauty influencer has succeeded in carrying out persuasive communication of the Scarlett Whitening product as a beauty product to his followers on Instagram @fadiljaidi. Influencer Fadil Jaidi's persuasive communication has a high influence on purchase intention Scarlett Whitening products, as evidenced by respondents being more influenced through the central route than the peripheral route when processing the persuasive message conveyed by Fadil Jaidi.]]>
<![CDATA[Pemetaan Communication Assets Kelompok UMKM Apartemen Transit Ujungberung ]]>
<![CDATA[Wulandari, Astri]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>;
<![CDATA[Priastuty, Chairunnisa Widya]]>;
<![CDATA[Nugroho, Catur]]>
<![CDATA[ MENARA RIAU Vol 18, No 2 (2024): Oktober 2024 ]]>
Publisher : <![CDATA[Lembaga penelitian dan pengabdian kepada masyrakat ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24014/menara.v18i2.28189
<![CDATA[The challenges of Micro, Small and Medium Enterprises (MSMEs) today are getting higher. The development of digital technology that continues to be present certainly adds to the excitement of MSMEs themselves to continue to survive and continue to innovate. One of the interesting things, residents of the Ujung Berung Transit Apartment, especially young mothers, also participate in the development of MSMEs in Indonesia, especially in West Java. It's just that there are still many opportunities and gaps that have not been utilized, especially in relation to digital optimization, which needs to be highlighted in developing the capabilities of the UMKM actors of the Ujung Berung Transit Apartment. Through an approach in the form of a Focus Group Discussion (FGD) conducted to map the problems that occur in the Ujung Berung Transit Apartment, it is certainly a provision and foundation in conducting many programs and training for future community service, especially in relation to the use and optimization of social media. This will later be useful to equip the UMKM players of the Ujung Berung Transit Apartment to be literate in digital marketing and be able to spread their wings to a wider area without being hindered by place and location.]]>
<![CDATA[PENGARUH PERSUASI RUTE PERIFERAL CELEBRITY ENDORSER BLACKPINK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MERCHENDISE STARBUCKS OLEH KONSUMEN ]]>
<![CDATA[Nitisara, Farell Ramadhani]]>;
<![CDATA[Pamungkas, Indra Novianto Adibayu]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>
<![CDATA[ Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Vol. 9 No. 4 (2024): EDISI OKTOBER ]]>
Publisher : <![CDATA[Laboratorium Ilmu Komunikasi Fisip UHO ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.52423/jikuho.v9i4.259
<![CDATA[Hadirnya fenomena Korean Wave telah menjadi peluang emas bagi banyak perusahaan di Indonesia, khususnya pada industri coffee shop, untuk meningkatkan aktivitas pemasaran produk. Starbucks menjadi salah satu coffee shop yang turut memanfaatkan popularitas Korean Wave tersebut dengan menggandeng Blackpink sebagai celebrity endorser produk mereka. Namun, peneliti menemukan kesenjangan bahwa penggunaan Blackpink sebagai endorser difokuskan pada produk sampingan berupa merchandise, bukan produk utama mereka. Dalam hal ini, konsumen memproses pesan persuasif mengenai produk merchandise Starbucks melalui rute periferal karena keterlibatan celebrity endorser merupakan syarat dari terjadinya persuasi tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh persuasi rute periferal celebrity endorser Blackpink terhadap keputusan pembelian produk merchandise Starbucks. Penelitian ini menggunakan metode kuantitatif dengan melakukan penyebaran kuesioner berupa Google Form secara online guna mengumpulkan data sebanyak 385 responden yang memenuhi kriteria sampel. Hasil dari uji t menunjukkan penerimaan pada H1, sedangkan dalam uji koefisien determinasi didapatkan nilai R square sebesar 0,673. Sehingga, dapat disimpulkan bahwa pengaruh persuasi rute periferal celebrity endorser Blackpink berpengaruh secara signifikan sebesar 67,3% terhadap keputusan pembelian produk merchandise oleh konsumen. Sedangkan, 32,7% sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini seperti persuasi rute sentral.]]>
<![CDATA[Pelatihan Street Photography Sebagai Konten Promosi Pariwisata Pada Siswa Smk Pariwisata ]]>
<![CDATA[Pradana, Yoka]]>;
<![CDATA[Melano, Fiqie Lavani]]>;
<![CDATA[Pramesthi, Jasmine Alya]]>;
<![CDATA[Malva, Syahira]]>;
<![CDATA[Abigael, Jesicca Christin]]>;
<![CDATA[Helmansyah, Muhammad Harsya]]>
<![CDATA[ Bengawan : Jurnal Pengabdian Masyarakat Vol 4 No 2 (2024): Desember ]]>
Publisher : <![CDATA[Politeknik Indonusa Surakarta ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.46808/jurnal_bengawan.v4i2.169
<![CDATA[Street Photography adalah jenis foto yang dapat dijadikan sebagai konten promosi pariwisata. Pariwisata merupakan sektor yang memiliki peran penting dalam perekonomian Indonesia, terutama dalam menciptakan peluang kerja bagi masyarakat lokal. Namun, pengembangan potensi pariwisata seringkali terhambat oleh kurangnya keterampilan profesional yang dimiliki oleh sumber daya manusia di daerah tujuan wisata. Salah satu keterampilan yang esensial di dalam mempromosikan pariwisata adalah fotografi. Fotografi tidak hanya berfungsi sebagai dokumentasi, tetapi juga sebagai sarana efektif untuk menarik minat wisatawan melalui visualisasi keindahan alam, budaya, dan fasilitas wisata yang ada. Pengabdian masyarakat ini bertujuan untuk memberikan pelatihan street fotografi kepada siswa SMKN 9 Jurusan Pariwisata, dengan fokus meningkatkan pengetahuan dan skill teknik Street Photography. Kegiatan ini berisi pelatihan yang meliputi teori dasar Street Photography, teknik pengambilan gambar dan editing foto dalam Street Photography sebagai media promosi pariwisata. Hasil kegiatan PkM ini memperlihatkan mampu meningkatkan pengetahuan siswa tentang teknik dasar fotografi dan meningkatkan skil dalam memproduksi foto dengan tema Street Photography.]]>
