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All Journal Cakrawala : Jurnal Humaniora Bina Sarana Informatika Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Inovasi Ilmu Sosial dan Politik Mattawang: Jurnal Pengabdian Masyarakat Jurnal Minfo Polgan (JMP) Jurnal Sistem Informasi Bisnis (JUNSIBI) KOMUNIKATA57 Jurnal Pengabdian Teratai Brand Communication
Mayang Riyantie
Institut Bisnis Dan Informatika (IBI) Kosgoro 1957
Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Other

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STRATEGI KOMUNIKASI PEMASARAN KOPI JANJI JIWA DI ERA DIGITAL DAN ERA PANDEMI COVID-19 Mayang Riyantie; Alamsyah Alamsyah; Iswahyu Pranawukir
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 20, No. 2 December 2021
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v20i2.1721

Abstract

Kopi Janji Jiwa is a fast-growing coffee shop chain in Indonesia. This research was motivated by external obstacles to the level of sales of the Promised Soul coffee caused by the Covid-19 pandemic. This is what makes one of the soul's promise coffees engaged in the coffee shop setting up marketing communication strategies during the Covid-19 pandemic. By using marketing communication strategies and theories and qualitative descriptive methodologies as well as non-participant observation techniques and in-depth interviews, it is found that the research results of Kopi Promise Jiwa maximize marketing communication strategies through digital strategies by carrying out the concept of PENCILS (Publications, Events, News, Community Involvement, Identity). Media, Lobbying and Social Investment) and digital media strategy. The results of the study found that in Publications Kopi Janji Jiwa conveyed a lot of information through its social media. Events are held consistently once a month with a different theme. News or news conveyed by Kopi Janji Jiwa to the mass media are also often seen in digital traces on search engines. The community found for the soul's promise coffee is often called #Temansejiwa. Media identity is carried out in the form of applying the image in each of the attributes used in its products. Lobbying and social investment are carried out in connection with promotions carried out by Kopi Promise Jiwa and other social activities.
Persepsi Konsumen Tentang Strategi Konten Promosi Iklan Flash Sale 12.12 Shopee Mayang Riyantie; Alamsyah Alamsyah; Misnan Misnan
Brand Communication Vol. 1 No. 2 (2022): Kepemimpinan Dalam Komunikasi Organisasi
Publisher : Prisani Cendekia Institute

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Abstract

Flash Sale is one of the most effective types of advertising content strategies in communicating products and services, because flash sales are able to provide promotional messages with high appeal. This is in accordance with the desire and satisfaction of consumerism. This study aims to determine the response of shopee users regarding the promotional content of "Flash Sale 12.12 Shopee". The approach used is qualitative, by using descriptive method, with non-participant observation data collection. The results show that consumer perceptions of Shopee 12.12 flash sale ads are Shopee's strategy in influencing consumers to pursue low prices as soon as possible but in a short time. Audiences feel chased and encouraged to hunt for cheap items with fast transaction processes supported by free shipping costs. This strategy is trending very quickly, because consumers seem to be conditioned to double profits. With the frequency of flash sale shows that keep updating, even up to three times a day, consumers feel a loss if they miss the opportunity by not making a purchase.
Co-Authors Ahmad Muktamar B Alamsyah Alfan Bachtiar Fikry Suandi Filda Angellia Guntoro Guntoro Iswahyu Pranawukir Lauditta Nerissa Arviana Maria Jashinta Elisabet Hamboer Maria Jashinta Elisabet Hamboer Misnan Misnan Nasaruddin Siregar Nur Desilawati Nur Desilawati Nur Ridwan Nursyamsi , Sari Endah Rezzi Nanda Barizki Rezzi Nanda Barizki Rezzi Nanda Barizki Yazid Akromudin