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<![CDATA[KOMUNIKASI RETORIKA OLEH BRAND AMBASSADOR DALAM KAMPANYE KOSMETIK CRUELTY-FREE ]]>
<![CDATA[Monica Aprillia Gunti Saputri]]>;
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ Jurnal Ilmiah Komunikasi Makna Vol 9, No 1 (2021): Februari 2021 ]]>
Publisher : <![CDATA[Program Studi Ilmu Komunikasi FBIK Unissula ]]>
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DOI: 10.30659/jikm.v9i1.11257
<![CDATA[Sebelum sebuah produk kosmetik siap dipasarkan, produk tersebut harus mengalami pengujian terlebih dahulu. Pengujian ini biasanya dilakukan terhadap binatang, khususnya kelinci putih. Tidak jarang binatang-binatang tersebut teracuni, buta, bahkan mati akibat pengujian ini. Pengujian terhadap binatang atau animal testing adalah salah satu bentuk dari penyiksaan terhadap binatang atau animal abuse. Hal ini lah yang ditentang oleh The Body Shop sejak pertama berdiri pada 1976, merek ini berkomitmen untuk menjadi merek kosmetik cruelty-free, merek yang tidak melakukan pengujian terhadap binatang. Di pasar Indonesia, The Body Shop sudah hadir sejak tahun 1992 dan baru pada tahun 2017 memiliki seorang Brand Ambassador, yaitu Cinta Laura. Penelitian ini bertujuan untuk mencari tahu bagaimana komunikasi retorika Cinta Laura sebagai Brand Ambassador kosmetik cruelty- free. Penelitian ini merupakan penelitian kualitatif dengan paradigma konstruktivisme, serta menggunakan metode deskriptif. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dengan tiga jenis informan, yaitu informan kunci, informan ahli, dan juga informan pendukung. Dari penelitian ini dapat diperoleh hasil bahwa komunikasi retorika yang dilakukan oleh Cinta Laura sebagai brand ambassador dari The Body Shop Indonesia yang mengampanyekan kosmetik cruelty-free sudah sesuai arahan yang diberikan oleh pihak perusahaan. Namun, audience melihat komunikasi retorika yang ia lakukan lebih fokus pada agenda untuk meningkatkan penjualan saja, dan kurang meyakinkan audience dalam hal kampanye yang dibawakan.]]>
<![CDATA[Kompetensi Komunikasi Pengajar Perguruan Tinggi Di Era Digital ]]>
<![CDATA[Novi Alicia Sirait]]>;
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 6, No 1 (2020): April 2020 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian ]]>
Publisher : <![CDATA[Universitas Garut ]]>
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DOI: 10.10358/jk.v6i1.754
<![CDATA[Perkembangan teknologi semakin meningkat bahkan teknologi sudah menjadi kebutuhan bagi manusia. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana kompetensi komunikasi yang dilakukan Pengajar perguruan tinggi di era digital . Fokus dari penelitian ini adalah perspektif mahasiswa baru 2019 sebagai kelompok digital natives tentang kompetensi komunikasi dosen di Telkom University. Penelitian ini dilakukan karena teknologi saat ini telah mengubah sistem kehidupan manusia dan cara manusia bekerja, termasuk bidang pendidikan. Didalam dunia pendidikan terdapat dosen dan mahasiswa. Digital Natives adalah sebutan bagi mereka yang lahir dari budaya dimana perkembangan teknologi berkembang sangat pesat, dan Digital Immigrants adalah sebutan bagi mereka yang lahir dengan budaya yang berbeda dengan Digital Natives. Mahasiswa di usia ini tidak bisa lagi melakukan proses belajar yang selalu mengacu pada buku dan dosen seperti dulu. Dosen memiliki banyak peran dan tugas dalam mendidik, mengayomi, membimbing, mengarahkan serta memotivasi peserta didik yang menjadi tanggung jawabnya. Karena tanggung jawab itulah dosen haus memiliki kompetensi, kredibilitas dan kualitas untuk membangun personal branding dalam perpektif mahasiswanya semakin sangat penting demi memberikan dampak positif bagi mahasiswa maupun juga bagi lembaga. Penelitian ini menggunakan penelitian kualitatif melalui wawancara, observasi dan diskusi kelompok terarah dengan mahasiswa baru 2019 di Universitas Telkom.]]>
<![CDATA[MULTISENSORY ELEMENT PADA EVENT JATILEUWIH AGRICULTURE FESTIVAL 2017 DI TABANAN BALI SEBAGAI KEGIATAN AKTIVASI MEREK UNTUK OBJEK PARIWISATA ]]>
<![CDATA[Indra Novianto Adibayu Pamungkas]]>;
<![CDATA[Dini Salmiyah Fitrah]]>
<![CDATA[ ENSAINS JOURNAL Vol 2, No 1 (2019): ENSAINS Journal Januari 2019 ]]>
Publisher : <![CDATA[UNIVERSITAS KEBANGSAAN ]]>
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DOI: 10.31848/ensains.v2i1.151
<![CDATA[Abstract:. Bali is one of destination that chosen by tourist because of many attraction available. Today, this place has become the number one destination based on traveler choice, One of the destination in Bali is Jatilewih and it is recently admitted by UNESCO as the one of heritages in the world. In branding activity, the management of Jatilewih holds an event named Jatilewih Agricultrue Festival. It is the first held in the year of 2017. This research objective is to analised the used of muktisensory element which applied in the event. This research used qualitative methodology and indepth interview methods to the management and visitor. The reaseach found that something dominant will be easily remembered if it is applied as the center idea as the strategy. In the execution, is is necessary to make that dominant will be a center idea in order that people can receive the message of branding. Keyword: Multisensory, Branding , Event Abstrak: Bali merupakan salah satu destinasi pilihan wisatawan dengan tersedianya beragam jenis pariwisata. Bali kini menjadi salah satu tujuan pariwisata nomor satu bedasarkan pilihan travelers. Salah satu daerah tujuan wisata yang mendapatkan penganugrahan sebagai situs warisan budaya adalah Jatilewih. Dalam kegiatan branding nya, pengelola Jatilewih mengadakan event pertanian yang dinamakan Jatilewih Agriculture Fesival. Event ini pertama kali digelar pada tahun 2017. Tujuan dari penelitian ini adalah untuk menganalisa multisensory elemen dan penerapannya dalam event Jatilewih Agriculture Festival tersebut. Penelitian ini menggunakan metodologi kualitatif dengan metode wawancara mendalam kepada pengelola dan pengunjung event tersebut. Hasil penelitian dari reset ini menemukan bahwa sesuatu yang bersifat dominan akan diingat oleh pengunjung dan hal ini akan membantu proses branding. Perlunya menentukan kedominanan pada sesuatu eksekusi event dalam hal menciptakan pengalaman dari para pengunjung untuk mengingat Jatilewih dalam memori mereka. Hal ini ditekankan pada penentuan ide central dalam melakukan aktivitas branding agar pesan mudah diterima oleh pengunjung event.Kata kunci : Multisensory, Branding, Event]]>
<![CDATA[COMMUNICATION COMPETENCE FOR CLASS MANAGEMENT IN UNIVERSITY ]]>
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ ENSAINS JOURNAL Vol 2, No 3 (2019): ENSAINS Journal September 2019 ]]>
Publisher : <![CDATA[UNIVERSITAS KEBANGSAAN ]]>
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DOI: 10.31848/ensains.v2i3.260
<![CDATA[Abstract: The revolution of the industry has changed in many sectors including in Educations Field. There are generations gap that exist in higher education’s live. In the university environment there are relationships between lecturers and students. This Research aims to know what the lecturer should know about communication for class management for university level in the perspective of digital native as the students. This research used qualitative research by doing interview and Focus Group Discussion (FGD) to digital native who are study in university which based on ICT in Bandung and Jakarta. The result show that the class management is not only what to do while the class activity but also it should be prepare before the class management. It is not only the material but also the personality of the lecturer itself. Today, the digital natives seek the information about their lecturer in social media. It becomes important thing to do because it can also bring positive effect for the relationship building. Furthermore, the personality today becomes communication. In the class management must be prepared before the class, there are preparation, personality development and knowledge development. On The class development there is a important thing that is motivation that should be built by interaction and communication between lecturer and students. Keyword: Communications, Class Management, Communication Competence]]>
<![CDATA[COMMUNICATION STRATEGY FOR TAX AMNESTY SOCIALIZATION ]]>
<![CDATA[Dannisa Maulita Lestari]]>;
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ ENSAINS JOURNAL Vol 2, No 2 (2019): ENSAINS Journal Mei 2019 ]]>
Publisher : <![CDATA[UNIVERSITAS KEBANGSAAN ]]>
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DOI: 10.31848/ensains.v2i2.227
<![CDATA[Abstract: The Tax Amnesty Program in Indonesia has been successfully implemented by the Directorate General of Taxes. With the communication strategy made by the Directorate General of Taxation P2Humas Directorate of Taxes, the tax amnesty program was awarded the world level organized by the International Public Relations Association (IPRA), the Golden World Award for Excellent in Public Relations 2018 in the Public Sector. IPRA considered that this tax amnesty program has bern achieved and remarkable achievements from the time which took place in mid-2016 to 2017. The purpose of this study is to know rhat communication strategie s such as what was done by the P2Humas Directorate in disseminating the Tax Amnesty program. This research use qualitative methods with qualitative descriptive research and constructivist paradigms. Based on the results of this study, it was found that the communication strategy carried out by the P2Humas Directorate in disseminating the Tax Amnesty program was to use all communication media, establish cooperative relations and conduct face-to-face socialization. Keywords: communication strategy, Public Relations, Amnesty Tax]]>
<![CDATA[COMMUNICATION OF LECTURER IN DIGITAL ERA WITH ARSITOTELIAN RETHORICAL APPROACH ]]>
<![CDATA[Riyanda Ilham Nuryadin]]>;
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ ENSAINS JOURNAL Vol 2, No 3 (2019): ENSAINS Journal September 2019 ]]>
Publisher : <![CDATA[UNIVERSITAS KEBANGSAAN ]]>
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DOI: 10.31848/ensains.v2i3.284
<![CDATA[Abstract:. The development of information and communication technology in the digital era has affected behaviors of society, including in the field of education. The development of information and communication technology, commonly referred as ICT (Information and Communication of Technology) it is currently increasingly encouraging efforts to adapt for using technology in teaching and learning process, with such conditions, making the lecturers / teachers are required to be able to use technology well without abandoning their communication skills as lecturers in learning process. This situation was also created due to the process of industrial revolution in various sectors of life so that transformed the world of education, including changing the process of forming and maintening relationships between lecturers and students. In this study, researchers will conduct this research to students of generation Z from the field of science-social science that generally covers the fields of communication, management, and applied science. Researchers conducted research on socio-science students because students from the scientific family had a tendency to use the right brain predominantly in their daily activities and researchers would also use the approach through a literature review of the Rhetorical Theory carried out by Aristotle and the use of Rhetoric on lecturers in digital era. By doing this research, researchers will try to change the communication process to lecturers to students of Z generation in the digital era.Keyword: Communication, Aristotelian Rethoric, Digital Era]]>
<![CDATA[Hypercapitalism Pesan Komunikasi Pemasaran “Paylater” ]]>
<![CDATA[Indra Novianto Adibayu Pamungkas]]>;
<![CDATA[Udi Rusadi]]>
<![CDATA[ Lingkar Studi Komunikasi (LISKI) Vol 8 No 1 (2022): FEBRUARI 2022 ]]>
Publisher : <![CDATA[Universitas Telkom ]]>
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DOI: 10.25124/liski.v8i1.3782
<![CDATA[Penelitian ini bertujuan untuk menemukan bagaimana konten dari produk kapitalisme dibentuk dalam aktivitas komunikasi pemasaran di era digital melalu brand Paylater. Produk kapitasime dipasarkan melalui konten-konten yang berkenaan dengan perilaku millennials melalui jalan cerita. Penelitian ini menggunakan analisis teks yang mengintegrasikan pengetahuan yang tersedia seperti sumber kajiuan komunikasi pemasaran. Penelitian ini menghadirkan objek Paylater adalah salah satu produk kapitalis yang bekerjasama dengan berbagai macam merchant e-commerce. Masing-masing e-commers membuat program komunikasi pemasarannya masing-masing untuk program tersebut. Hasil penelitian menunjukan bahwa bisnis “PayLater” mengemas pesan dengan melibatkan mediasi perpindahan makna “Paylater” menjadi “solusi” bagi manusia melalui propaganda. Hal ini berlaku pada setiap e-commerce yang bekerja sama dengan program “Paylater” dalam setiap promosinya. Pesan propaganda menggunakan sudut pandang kehidupan manusia millennials sebagai komoditas seperti gaya hidup, kebutuhan harian diatas kemampuan, rasionalitas, dan status sosial. Komoditas tersebut mendukung pesan utama yaitu “beli sekarang, bayar kemudian” dengan makna denotasinya adalah “berhutang”. Kata Kunci: Digital, Hypercapitalism, Komunikasi, Pemasaran, Propaganda]]>
<![CDATA[ANALISIS PERILAKU CAPTIVE AUDIENCE PADA KEGIATAN ENTERTAINMENT BRANDING MELALUI INSRTION SINETRON JODOH WASIAT BAPAK SEBAGAI KEGIATAN KOMUNIKASI PEMASARAN ]]>
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ Lingkar Studi Komunikasi (LISKI) Vol 4 No 1 (2018): FEBRUARI 2018 ]]>
Publisher : <![CDATA[Universitas Telkom ]]>
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DOI: 10.25124/liski.v4i1.1190
<![CDATA[Persaingan antar brand untuk masuk ke benak manusia bukanlah hal yang mudah. Kebiasaan banyak brand akan mengiklankan produknya namun kenyataan berbanding terbalik, orang tidak suka menonton iklan dan saat ini ada konsep baru dimana iklan dimasukan kedalam alur carita sinetron sebagai branding melalui dunia hiburan atau Entertainment Branding . Kondisi ini membuat pesan iklan diterima oleh audience captive. Penelitian ini bertujuan untuk melihat proses captive audience ketika menonton insertion iklan pada sinetron Jodoh Wasiat Bapak hingga mencapai enggagemet. Penelitian ini menggunakan penelitian kualitatif yang diambil dari proses wawancara mendalam. Dari penelitian ini didapati Captive audience dapat menjadi potential consumer untuk suatu brand hingga melakuakn enggageent. Pada dasarnya captive audience tidak sadar mereka sedang diinfomasikan suatu produk karena tujuan utama mereka adalah menonton sinteronnya. Dalam penelitian ini, captive audience dapat melakukan engagement produk dan mengingat bahwa ia diperkenalkan dari insertion pada sinetron tersebut. Kata kunci : Insertion, Entertainment Branding , Captive Audience]]>
<![CDATA[THE ROLE OF MARKETING REPRESENTATIVE AS TALKERS IN BUILDING WORD OF MOUTH AT BUNDA MULIA UNIVERSITY AS A SUPPORTING IN MARKETING COMMUNICATION ACTIVITIES ]]>
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ SEMIOTIKA: Jurnal Komunikasi Vol 8, No 1 (2014): Jurnal Semiotika ]]>
Publisher : <![CDATA[Universitas Bunda Mulia ]]>
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DOI: 10.30813/s:jk.v8i1.958
<![CDATA[Word of Mouth Marketing became one of the most trusted elements compared to other types of advertising. This is due to the delivery of messages can be directly from the people who have credibility in delivering his message to another people. Talkers are those who send messages to others in volunteer manner. Universitas BundaMulia (UBM) is one of the leading universities in Indonesia and has marketing Communication programs are carried out. One of them using the service marketing representative. Through this study, the researchers wanted to know the role of marketing representative as talkers in the delivery of activities of word of mouth. In this research, the researcher uses the paradigm of post positivism and qualitative research method. Researchers use methods of in-depth interviews to Marketing Representative from among the students at UBM. The results of this research are basically marketing representative at UBM can be categorized as a happy customer and this became one of the conditions as good talkers. But the need for the development of the topic for the talkers to talk about UBM. Word of mouth happens online via social media but tacking part happens both offline and online. Talkers a little due to word of mouth tracking occurs by itself without any intention as marketing activities.Keywords: Word of Mouth, Word of Mouth Marketing, Marketing Communication, Talkers]]>
<![CDATA[Komunikasi Dosen dengan Mahasiswa Kelompok Digital-natives di Perguruan Tinggi ]]>
<![CDATA[Indra Novianto Adibayu Pamungkas]]>
<![CDATA[ Avant Garde Vol 9, No 1 (2021): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v9i1.1229
<![CDATA[The digital native generation is now exist in higher education as university students with their own identity or self-concept that has been formed with technology exposure since they born to the world. Undoubtedly, This condition present a gap between educators and students where each identity is formed according to their respective times. The purpose of this study is to understand the identity of the digital native generation as a basis for communicating with this group in the context of educational communication. It was conducted with library and Journals research approach related to Digital Native since the beginning of the term is used until its development to seek track record from the term of digital native utilization, critic and how they exist in higher education based on identity theory. Identity theory is used in this research by consideration that identity as communication product. The results show that the self-concept of the digital native generation is different from the previous generation, but this needs to be adjusted to the conditions of geographic or regional backgrounds which in fact have different technological exposure. The need for teachers' awareness that there is a new identity that is now present in the world of higher education with its identity. Knowing the digital native generation will help find strategies in appropriate learning communication in the delivery of teaching materials.]]>
