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Sinta Paramita
Fakultas Ilmu Komunikasi Universitas Tarumanegara
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PENDAMPINGAN FANDOMPRENEUR DALAM MEMANFAATKAN MEDIA DIGITAL UNTUK PROMOSI PENJUALAN MERCH K-POP Paramita, Sinta; Laila, Kumi
Jurnal Serina Abdimas Vol 1 No 2 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v1i2.25796

Abstract

ABSTRACT The presence of the Korean Pop industry or what is known as K-Pop does not only provide entertainment for the people, but also brings in coffers of income, especially for fans. As the Korean Wave (K-Pop fans) increases in society, more and more fans are competing to open business opportunities by selling K-Pop idol merch. There are those who sell official merch, there are also those who sell merch made by themselves such as tote bags, t-shirts, hoodies, stickers, and many more. Even though K-Pop fans are potential land for the K-Pop merch business, in fact there are still many fandompreneurs (fans who own K-Pop merch businesses) who have difficulty selling merch. Therefore the PKM Fikom Untar Team is trying to help provide creative communication training for Fandompreneurs to utilize social media as a media for promotion or sales. The team plans to provide assistance with the theme of Social Media Utilization Training as a means of promoting sales of K-Pop Merch for Fandompreneurs in West Jakarta. This activity also collaborates with digital media practitioners and consultants in providing assistance. As a result of these mentoring activities, Soul Project began creating content with various communication mixes such as Instagram, TikTok and the Website to expand product information and marketing.
PELATIHAN PENGELOLAAN INSTAGRAM JURNALISME ONLINE BAGI REMAJA PASCA GEMBA BUMI DI CIHERANG Paramita, Sinta
Jurnal Serina Abdimas Vol 1 No 4 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v1i4.28481

Abstract

In December 2022, the Faculty of Communication Sciences, Tarumanagara University, in collaboration with the Institute for Research and Community Service (LPPM) of Tarumanagara University, held Community Service activities for victims of the earthquake disaster that occurred in Cianjur, Bogor, in November 2022. In this activity, the Untar Fikom Team had the opportunity to provide training related to disaster journalism for teenagers. From this activity, four teenagers (Ciherang Youth Journalism Team) will manage Instagram from the activities they carried out while participating in the Untar PKM Program and upload information about what happened. in refugee areas and others. However, the Ciherang Youth Journalism Team is still experiencing problems regarding managing Instagram after the disaster victim management process is complete and what material should be uploaded next. It can be seen from the uploads on Instagram @cianjurpkm that they have yet to upload information regularly, and the material uploaded is monotonous or only reposts information from other media, as well as upload criteria that do not meet the standards of journalism. Based on this information, the Tarumanagara University Faculty of Communication Sciences team plans to carry out further mentoring activities to provide refresher information, knowledge, and insight to the Ciherang Youth Journalism Team in managing Instagram. With the theme Instagram Management Training for Online Journalism for Teenagers After the Earthquake in Ciherang, it is hoped that the Ciherang Youth Journalism Team can provide various information and manage Instagram according to Online Journalism standards. The result of this activity is that the Team provides input regarding the development of other content regarding daily activity content or MSME activities that can be developed further. ABSTRAK Pada Bulan Desember 2022 Fakultas Ilmu Komunikasi Universitas Tarumanagara bekerja sama dengan Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) Universitas Tarumanagara menyelenggarakan kegiatan Pengabdian Kepada Masyarakat untuk korban bencana gempa bumi yang terjadi di Cianjur Bogor pada bulan November 2022 lalu. Pada kegiatan tersebut Tim dari Fikom Untar berkesempatan untuk memberikan pembekalan terkait jurnalisme bencana untuk remaja, dari kegiatan tersebut diperoleh empat remaja dengan sebutan (Tim Jurnalisme Remaja Ciherang) yang akan mengelola Instagram dari kegiatan yang mereka jalani selama mengikuti Program PKM Untar dan mengunggah informasi yang terjadi di daerah pengungsian dan lain-lain. Namun hingga saat ini Tim Jurnalisme Remaja Ciherang tersebut masih mengalami kendala terkait pengelolaan Instagram tersebut selanjutnya setelah proses penanggulangan korban bencana selesai, dan materi apa yang harus diunggah selanjutnya. Terlihat dari unggahan di Instagram @cianjurpkm yang belum secara rutin mengunggah informasi, dan materi yang diunggah monoton atau hanya melakukan repost informasi dari media lain, serta kriteria unggahan yang belum memenuhi standar sebagai Jurnalisme. Atas informasi tersebut Tim dari Fakultas Ilmu Komunikasi Universitas Tarumanagara berencana melakukan kegiatan pendampingan selanjutnya untuk memberikan penyegaran informasi, pengetahuan dan wawasan kepada Tim Jurnalisme Remaja Ciherang dalam pengelolaan Instagram. Dengan tema Pelatihan Pengelolaan Instagram Untuk Jurnalisme Online Bagi Remaja Pasca Gempa Bumi Di Ciherang, diharapkan Tim Jurnalisme Remaja Ciherang dapat memberikan informasi yang beragam dan dapat mengelola Instagram sesuai standar Jurnalisme Online. Hasil dari kegiatan tersebut adalah Tim memberikan masukan terkait pengembangan konten yang lain terkait konten kegiatan sehari-hari atau kegiatan UMKM yang dapat dikembangkan selanjutnya.
ANALYSIS OF THE FATWA MECHANISM OF DSN-MUI APPLICATION NO. 29 / DSN-MUI / VI / 2002 HAJJ CREDIT FINANCING IN ISLAMIC FINANCIAL INSTITUTIONS Paramita, Sinta; Ibdalsyah, Ibdalsyah; Hakiem, Hilman
Al-Infaq: Jurnal Ekonomi Islam Vol. 8 No. 1 (2017)
Publisher : Fakultas Agama Islam, Universitas Ibn Khaldun Bogor

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

Abstract

Fatwas authority on sharia economy in Indonesia is under the National Sharia Council of Majelis Ulama Indonesia (DSN-MUI). The existence of DSN-MUI outside the central bank structure makes the fatwa authority independent, more credible and nationally recognized in issuing decisions and fatwas related to sharia issues faced by banks and other Islamic financial institutions. In some sharia banks there are different practices. Especially for the management of pilgrimage involving many sectors in it how compliance with the fatwa which has been determined by the National Sharia Council. Though banks are basically not only as a place to seek profit or invest for this world alone but as a way to get closer to Allah SWT. This research will examine the application of Fatwa DSN-MUI No.29 / DSN-MUI / VI / 2002 about Hajj Credit Financing by Islamic Finance Institutions at PT. BPRS Amanah Ummah Leuwiliang Bogor. Research use qualitative approach method with type of qualitative empirical research. The results from this study are administration service of pilgrimage and hajj credit financing on cost of hajj travel in BPRS Amanah Ummah for both features and product details based on sharia is permitted in accordance with the Fatwa DSN-MUI. 29 / DSN-MUI / VI / 2002 about Hajj credit financing in Islamic financial institution. PT. BPRS Amanah Ummah is expected to seek a better system, modern and practical in packing this product. Thus, it can attract prospective customers or prospective pilgrims.
LITERASI KECERDASAN ARTIFISIAL UNTUK MENUNJANG KREATIVITAS DALAM MENCIPTAKAN PRODUK DIGITAL Paramita, Sinta; Agustina Kahumako; Agustinus Purna Irawan
Jurnal Serina Abdimas Vol 3 No 3 (2025): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v3i3.36005

Abstract

Artificial intelligence (AI) literacy is an essential aspect in today's digital era, especially for the younger generation who are developing and preparing for the future. The rapid development of artificial intelligence technology has had a profound impact on various fields of life, including industry, healthcare, and education. In the context of education, teenagers are expected to be able to adapt to the changing times that increasingly rely on sophisticated technology. Teenagers, as the next generation of the nation, play a strategic role in mastering artificial intelligence literacy to face challenges and capitalize on opportunities arising in this digital era. Universities play a crucial role in making a meaningful contribution to society, particularly among teenagers, by utilizing artificial intelligence technology to enhance productivity. Through Community Service (PKM) activities, it is hoped that students will gain knowledge and develop their abilities in using artificial intelligence-based applications to support creativity in the digital field. The PKM implementation method will be divided into three parts. Firstly, a presentation will be made on socialization about artificial intelligence (AI) literacy in learning. Secondly, students will discuss the AI applications chosen for creating digital products. Finally, the design and production of digital products will be undertaken. The results of the PKM activities conducted at Vocational High School (SMKN) 1 Cimahi demonstrated an increase in knowledge related to artificial intelligence in supporting creativity. Additionally, students were able to produce digital products in the form of posters. Overall, this study has successfully demonstrated that AI literacy effectively supports creativity in the development of digital products. ABSTRAK Literasi kecerdasan artifisial (AI) menjadi aspek yang sangat penting di era digital saat ini, terutama bagi generasi muda yang tengah berkembang dan mempersiapkan diri menghadapi masa depan. Perkembangan teknologi kecerdasan artifisial yang begitu pesat telah membawa dampak signifikan pada berbagai bidang kehidupan, mulai dari industri, kesehatan, hingga pendidikan. Dalam konteks pendidikan, remaja diharapkan dapat beradaptasi dengan perubahan zaman yang semakin mengandalkan teknologi canggih. Remaja sebagai generasi penerus bangsa memiliki peran strategis dalam menguasai literasi kecerdasan artifisial agar mampu menghadapi tantangan dan memanfaatkan peluang yang muncul di era digital ini. Perguruan Tinggi memiliki peran untuk berkontribusi nyata kepada masyarakat khususnya remaja dalam memanfaatkan teknologi kecerdasan artifisial untuk produktivitas. Melalui kegiatan Pengabdian Kepada Masyarakat (PKM) diharapkan dapat memberikan pengetahuan dan mengikatkan mampu siswa-siswi dalam menggunakan aplikasi berbasis kecerdasan artifisial untuk menunjang kreativitas dalam bidang digital. Metode pelaksanaan PKM akan dibagi menjadi tiga bagian yaitu di awali dengan pemaparan sosialisasi tentang literasi kecerdasan artifisial (AI) dalam pembelajaran, kedua siswa-siswi akan berdiskusi aplikasi AI apa yang akan dipilih dalam membuat produk digital, dan terakhir merancang dan menghasilkan produk digital. Hasil dari kegiatan PKM dilaksanakan di Sekolah Menengah Kejuruan Negeri (SMKN) 1 Cimahi, terdapat peningkatan pengetahuan terkait kecerdasan artifisial dalam menunjang kreativitas, selain itu siswa-siswi mampu menghasilkan produk digital berupa poster. Secara keseluruhan, penelitian ini berhasil membuktikan bahwa literasi AI secara efektif menunjang kreativitas dalam menciptakan produk digital.
Sustainable Tourism Communication Strategy In Pampang Cultural Village, Samarinda, East Kalimantan Paramita, Sinta; Kahumako, Agustina; Irawan, Agustinus Purna
Tuturlogi: Journal of Southeast Asian Communication Vol 6, No 3 (2025): Tuturlogi: Journal of Southeast Asian Communication
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2025.006.03.3

Abstract

Sustainable tourism communication strategies are a crucial approach to developing tourist destinations, addressing not only economic aspects but also social and environmental aspects. Appropriate tourism communication strategies, such as effective information dissemination, strengthening the destination's image, community participation, interactive communication with tourists, and ongoing education for local communities, are integral to sustainable tourism development. Pampang Cultural Village, located in Balikpapan, East Kalimantan, is rich in local traditions and culture and serves as an ideal example for implementing sustainable tourism communication. This study aims to analyze the communication strategies used by village managers to promote sustainable tourism and their impact on the local community and the environment. A case study method and a qualitative approach, including in-depth interviews and participant observation, will be used in this study. This study analyzes sustainable tourism communication strategies at Pampang Cultural Village and finds that a holistic, integrated approach is key to sustainability. The four main components of the education and empowerment community program development (CBT), stakeholder engagement, and the use of digital technology work synergistically. Education builds awareness, CBT empowers local communities, stakeholder synergy creates a harmonious ecosystem, and digital technology expands the reach of promotions. Integrating these four elements into a cohesive narrative is crucial. As a result, Pampang Cultural Village has the potential to become a sustainable destination that preserves culture and has a positive impact on the community and the environment
Komunikasi Spiritual dalam Ritual Pemakaman Korea pada Film Exhuma (2024) Tirta, Evaria; Paramita, Sinta
Kiwari Vol. 4 No. 4 (2025): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v4i4.36810

Abstract

This study explores the representation of spiritual communication in Korean funeral rituals as depicted in the film Exhuma (2024). Using Charles Sanders Peirce's semiotic approach, the researcher identifies how visual, auditory, and gestural signs form patterns of communication between humans and spirits rooted in Korean cultural traditions. The theoretical framework used includes the concepts of spiritual communication, Peirce's semiotics, and the study of ritual symbols related to the use of incense, offerings, trance, ritual songs, and symbolic objects. This study uses descriptive qualitative methods through audiovisual observation and literature review. The results show that the film establishes spiritual communication through three stages: invocation through mantras and ritual objects, interaction through trance in the medium, and purification through symbolic offerings. The entire process is shaped by the relationship between icons, indices, and symbols that construct spiritual meaning in the film's narrative. The study concludes that Exhuma represents Korean spiritual traditions through a sign structure that reflects ancestral reverence and ritual communication patterns, thus functioning as a medium for conveying cultural and spiritual values. Penelitian ini menggali representasi komunikasi spiritual dalam ritual pemakaman Korea yang ditampilkan dalam film Exhuma (2024). Dengan menggunakan pendekatan semiotika Charles Sanders Peirce, peneliti mengidentifikasi bagaimana tanda visual, auditori, dan gestural membentuk pola komunikasi manusia dan roh yang berakar pada tradisi budaya Korea. Kerangka teori yang digunakan mencakup konsep komunikasi spiritual, semiotika Peirce, serta kajian simbol ritual yang berkaitan dengan penggunaan dupa, sesaji, trance, nyanyian ritual, dan objek simbolik. Penelitian ini menggunakan metode kualitatif deskriptif melalui observasi audiovisual dan kajian pustaka. Hasil penelitian menunjukkan bahwa film membangun komunikasi spiritual melalui tiga tahapan, yaitu pemanggilan melalui mantra dan benda ritual, interaksi melalui trance pada medium, serta penyucian melalui persembahan simbolik. Seluruh proses tersebut dibentuk oleh hubungan ikon, indeks, dan simbol yang menyusun makna spiritual di dalam narasi film. Penelitian menyimpulkan bahwa Exhuma merepresentasikan tradisi spiritual Korea melalui struktur tanda yang mencerminkan penghormatan leluhur dan pola komunikasi ritual, sehingga film berfungsi sebagai media penyampai nilai budaya dan spiritual.
Strategi Komunikasi Dalam Sosialisasi Rancangan Undang-Undang di Pusat Polhukham Olgasius, Juan; Paramita, Sinta
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37000

Abstract

This study examines the social campaign strategies implemented by the Coordinating Ministry for Political, Legal, and Security Affairs (POLHUKHAM) in disseminating laws to the Indonesian public. Amid rapid technological developments and diverse public characteristics, effective legal communication requires adaptive, structured, and data-driven approaches. This study uses social campaign theory to analyze POLHUKHAM’s social campaign strategies in the dissemination of laws and regulations. Using a descriptive qualitative method with a case study design, this research analyzes how POLHUKHAM formulates, implements, and evaluates its social campaigns through interviews, observations, and document analysis. The findings show that the campaigns are carried out through systematic stages, starting from situational analysis, goal formulation, key message design, media selection, and continuous monitoring and evaluation. Campaign messages are crafted to meet the public’s cognitive, affective, social, and integrative needs, enabling citizens to better understand their legal rights and obligations. POLHUKHAM applies a hybrid communication model that combines direct consultations, public discussions, field visits, and digital platforms to adapt to geographical, social, and technological conditions. Source credibility, transparency, and public participation are key factors in the campaign’s success. Evaluation is conducted collaboratively to refine regulations and ensure their alignment with public needs. In conclusion, the findings affirm that POLHUKHAM’s legal dissemination efforts constitute a strategic, participatory, and adaptive initiative aimed at enhancing legal literacy, public trust, and regulatory legitimacy in Indonesia.   Penelitian ini mengkaji strategi kampanye sosial yang diterapkan oleh Kementerian Koordinator Bidang Politik, Hukum, dan Keamanan (POLHUKHAM) dalam mensosialisasikan undang-undang kepada masyarakat Indonesia. Di tengah pesatnya perkembangan teknologi dan keragaman karakteristik publik, komunikasi hukum yang efektif memerlukan pendekatan yang adaptif, terstruktur, dan berbasis data. Penelitian ini menggunakan social campaign theory untuk menganalisis strategi kampanye sosial POLHUKHAM dalam sosialisasi undang-undang. Melalui metode kualitatif deskriptif dengan desain studi kasus, penelitian ini menganalisis bagaimana POLHUKHAM merumuskan, melaksanakan, dan mengevaluasi kampanye sosial melalui wawancara, observasi, dan analisis dokumen. Hasil penelitian menunjukkan bahwa kampanye dilaksanakan melalui tahapan sistematis mulai dari analisis situasi, perumusan tujuan, perancangan pesan kunci, pemilihan media, hingga monitoring dan evaluasi berkelanjutan. Pesan kampanye disusun untuk memenuhi kebutuhan kognitif, afektif, sosial, dan integratif masyarakat sehingga publik lebih memahami hak dan kewajiban hukum mereka. POLHUKHAM menerapkan model komunikasi hybrid menggabungkan konsultasi langsung, diskusi publik, kunjungan lapangan, dan platform digital untuk menyesuaikan kondisi geografis, sosial, dan teknologi. Kredibilitas sumber, transparansi, dan partisipasi publik menjadi faktor penting keberhasilan kampanye. Evaluasi dilakukan secara kolaboratif untuk menyempurnakan regulasi dan memastikan kesesuaiannya dengan kebutuhan masyarakat. Kesimpulannya, temuan menegaskan bahwa sosialisasi hukum POLHUKHAM merupakan upaya strategis, partisipatif, dan adaptif untuk meningkatkan literasi hukum, kepercayaan publik, dan legitimasi regulasi di Indonesia.
Personal Branding Kreator Gen Z dalam Membentuk Literasi Keuangan di TikTok Wee, Angeline; Paramita, Sinta; Utami, Budi
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37007

Abstract

The development of social media has opened up opportunities for young people, especially Gen Z, to build digital identities and shape audience behavior through creative content. One example of this is seen in content creators on TikTok who develop personal branding to convey financial education. This study aims to determine the personal branding strategies used by Gen Z content creator @jsnnath in shaping a digital identity through financial education content, influencing audience perceptions, and its impact on the development of financial literacy. This study uses the theories of mass self communication, personal branding strategies, and impression management as a foundation. The research method used was a case study with a qualitative approach through interviews, observation, and documentation. The results showed that @jsnnath built a personal brand through consistent delivery of educational content, a simple and easy-to-understand communication style, and the use of strategies such as self-confidence, self-promotion, setting a good example, and humility and collaboration to strengthen the image of competence and humanity. Furthermore, the digital identity was formed through consistent visuals, interactive responses, and an emphasis on educational value that is free from manipulation. This strategy successfully built audience trust and strengthened its position as a reference for financial literacy among Gen Z. Perkembangan media sosial telah membuka peluang bagi generasi muda, khususnya Gen Z, untuk membangun identitas digital sekaligus membentuk perilaku audiens melalui konten kreatif. Salah satu bentuk pemanfaatannya terlihat pada content creator di TikTok yang mengembangkan personal branding untuk menyampaikan edukasi keuangan. Penelitian ini bertujuan untuk mengetahui strategi personal branding yang digunakan oleh content creator Gen Z @jsnnath dalam membentuk identitas digital melalui konten edukasi keuangan, perannya terhadap persepsi audiens, serta kontribusinya dalam membentuk literasi keuangan. Penelitian ini menggunakan landasan teori mass self communication, strategi personal branding, dan impression management. Metode penelitian yang digunakan adalah studi kasus dengan pendekatan kualitatif melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa @jsnnath membangun personal branding melalui konsistensi penyampaian konten edukatif, gaya komunikasi yang sederhana dan relevan, serta penggunaan strategi seperti penghargaan diri, promosi diri, pemberian contoh baik, serta kerendahan hati dan kolaborasi untuk memperkuat citra kompeten sekaligus humanis. Selain itu, identitas digital dibentuk melalui visual yang konsisten, respon interaktif, dan penekanan pada nilai edukatif yang bebas dari manipulasi. Strategi tersebut berhasil membangun kepercayaan audiens serta memperkuat posisinya sebagai rujukan literasi keuangan di kalangan Gen Z.
Integrated Marketing Communication dalam Persaingan Bisnis Kopi Keliling Kopi X dan Kopi Y Cahyawangsa, Aurelia Regina; Paramita, Sinta
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; Paramita, Sinta; Irena, Lydia
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.
Co-Authors Adriaansz, Raykhel Hardian Yehezkiel Adriana, Michel Agatha, Angella Agustina Kahumako Agustinus Purna Irawan Angelin, Angelin Aqielah, Fiqi Shofiyatul Budi Utami Budi, Mauly Helau Cahyawangsa, Aurelia Regina Carissa, Rose Mita Chen, Danial Chisler, Zevanya Djeke, Stella Clarissa Elfian, Elfian Emerald, Serena Farid Farid, Farid Fellanny, Putri Gunawan, Kimberley Adonia Harifin, Michelle Gracella Hilman Hakiem Ibdalsyah Ibdalsyah Irena, Lydia Jahja, Belinda Purwanto Jason Cipto Jeff Nicholas Jeremia Matthew Kanaan Pardede Jesica, Meini Joe Franco Kahumako, Agustina Kholifah, Setya Krimadi, Theresia Kusuma, Vinessa Irene Laila, Kumi Liora Laeticia Michael Muaya, Gerald Murti, B.Brindawan Suraj Mutongi, Chipo Natalia, Debira Nathalie, Jennifer Nigar Pandrianto Noviani, Juni Olgasius, Juan Purbawijaya, Veronica Putri, Mahesika Yolindri Rachma Pratiwi, Natasya Rasji, Rasji Roswita Oktavianti, Roswita Rusdi, Farid Sapphine, Rosalina Valencia Shintya Sisca Aulia Siswanto, Marsheilin Nadya Sudarto Sukendro, Gregorius Genep Susanto, Angeline Syamsiar, Syamsiar Syanti, Mutiara Teguh, Fiola Tirta, Evaria Vimala Yanthi, Valencia Violita, Jessica Wee, Angeline Wiryana, Febiola Wulan Purnama Sari Yohana Yohana Yolanda, Veronica Yovelin, Very