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Irena, Lydia
Universitas Tarumanagara
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Front Matters Kiwari Vol. 2 No. 4 Lydia Irena
Kiwari Vol. 2 No. 4 (2023): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v2i4.27318

Abstract

Front Matters Kiwari Vol. 2 No. 4
MODEL PERSONAL BRANDING NANO-INFLUENCERS GENERASI Z DI INSTAGRAM Sari, Wulan Purnama; Paramita, Sinta; Irena, Lydia
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 8 No. 2 (2024): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v8i2.30308

Abstract

Generasi Z yang juga dikenal sebagai generasi digital native merupakan pengguna dominan media sosial secara global. Generasi ini memegang peranan yang signifikan dalam evolusi masyarakat ke depan, terutama sebagai generasi penerus di Indonesia. Bersamaan dengan itu media sosial telah menjadi alat yang sangat berguna bagi bisnis kecil, terutama dalam pemasaran digital dengan menggunakan orang-orang yang disebut sebagai influencer. Dalam penelitian pasar, bisnis dan organisasi semakin mempertimbangkan untuk menggunakan nano-influencers, yang memiliki kemampuan untuk mencapai dan memengaruhi pemangku kepentingan sulit dijangkau seperti kelompok yang ingin mempromosikan produk atau layanan tertentu. Oleh karena itu, personal branding menjadi bagian integral dalam membangun media sosial Instagram nano-influencers. Personal branding melalui Instagram merujuk pada usaha seseorang dalam membangun citra dan reputasi mereka sendiri di mata orang lain. Penelitian ini bertujuan untuk menganalisa dan menggambarkan model personal branding nano-influencers Generasi Z di media sosial Instagram. Penelitian ini dilakukan dengan menggunakan metode penelitian kualitatif. Subjek penelitian ini adalah pengalaman yang dimiliki oleh nano-influencers generasi Z yang merupakan pengguna media sosial Instagram dalam melakukan personal branding. Sedangkan objek penelitian ini adalah nano-influencers generasi Z. Teknik pengumpulan data dilakukan dalam penelitian ini adalah dengan cara focus group discussion dan juga observasi. Hasil penelitian menunjukkan bahwa nano-influencers generasi Z membuat konten yang relevan dan informasi untuk interaksi dengan audiens. Secara konsisten, mereka menampilkan kepribadian yang otentik, karakteristik yang unik, dan keahlian pribadi yang akhirnya menjadi personal branding. Branding tersebut pada akhirnya menghasilkan respons positif dari audiens followers maupun non-followers berupa labelling (cap) positif yang kuat serta konversi penjualan atas produk yang mereka promosikan.   Globally, Generation Z—also referred to as the generation of digital natives—is the majority social media user. As the next generation in Indonesia, in particular, they will have a big impact on how society develops in the future. Simultaneously, social media has developed into a very helpful tool for small businesses, particularly when it comes to employing influencers for digital marketing. Businesses and organizations are increasingly thinking about utilizing nano-influencers in market research because they can reach and influence hard-to-reach stakeholders, like those that want to promote a specific commodity or service. Thus, developing personal branding is essential to creating Instagram nano-influencers on social media. Using Instagram, personal branding describes a person's efforts to develop their own reputation and image in the eyes of others. The purpose of this study is to examine and characterize the personal branding strategy used by Generation Z nano-influencers on Instagram. Qualitative research methodologies were used in this study. This study focuses on the experiences of Instagram users who are generation Z nano-influencers in terms of personal branding. In the meanwhile, the focus of this study is nano-influencers from generation Z. This study's data collection method includes both observation and focus group talks. The research results show that generation Z nano-influencers create relevant content and information for interaction with the audience. Consistently, they display authentic personalities, unique characteristics, and personal skills which ultimately become personal branding. This branding ultimately produces a positive response from the audience of followers and non-followers in the form of strong positive labelling as well as sales conversions for the products they promote.
Hubungan Gaya Kepemimpinan Transformasional Dan Komunikasi Internal Dengan Kinerja Karyawan Generasi Z Pada Tech Company Lydia Irena; Effy Zalfiana Rusfian
Jurnal Komunikasi Vol. 11 No. 2 (2019): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v11i2.5635

Abstract

The growth of Generation Z that began to enliven the labor market was noted by Badan Pusat Statistik that as of August 2018 the total Generation Z workforce reached 13.5% of the total workforce in Indonesia, which in 2020 is predicted to reach 20%. Generation Z who is now starting to color the job market was born in a time when internet technology was in great development, so they have several characteristics that are different from previous generations. The different characteristics between Generation Z and previous generations creates new challenges for companies in managing organizational communication, consists of internal communication. Company or organization have to face this generation who is very virtual and superficial in building a relationship, for communication between employee has a strong correlation with the success of the organization. Besides internal communication, Generation Z employees need leaders who can connect with them and inspire them to big goals. Therefore, study analyzes the relationship between transformational leadership style and internal communication with the employee performance of Generation Z in Tech Company. This research uses quantitative research methods with multiple linear regression analysis. The results of the study finds a significant relationship between transformational leadership style and internal communication with the employee performance of Generation Z in Tokopedia.Pusat Statistik bahwa pada Agustus 2018 total angkatan kerja Generasi Z mencapai 13,5% dari total angkatan kerja di Indonesia, yang pada 2020 diprediksi mencapai 20%. Generasi Z yang kini mulai mewarnai pasar kerja lahir pada masa ketika teknologi internet sedang berkembang pesat, sehingga mereka memiliki beberapa karakteristik yang berbeda dari generasi sebelumnya. Perbedaan ciri khas antara Generasi Z dan generasi sebelumnya menciptakan tantangan baru bagi perusahaan dalam mengelola komunikasi organisasi, yang terdiri dari komunikasi internal. Perusahaan atau organisasi harus menghadapi generasi ini yang sangat virtual dan superfisial dalam membangun hubungan, karena komunikasi antar karyawan memiliki korelasi yang kuat dengan keberhasilan organisasi. Selain komunikasi internal, karyawan Generasi Z membutuhkan pemimpin yang dapat terhubung dengan mereka dan menginspirasi mereka untuk mencapai tujuan besar. Maka dari itu, penelitian ini menganalisis hubungan antara gaya kepemimpinan transformasional dan komunikasi internal dengan kinerja karyawan Generasi Z pada Tech Company. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan analisis koefisien korelasi. Hasil penelitian menemukan hubungan yang signifikan antara gaya kepemimpinan transformasional dan komunikasi internal dengan kinerja karyawan Generasi Z di Tokopedia.
MODEL SELF-DISCLOSURE GENERASI Z PENGGUNA BERAT MEDIA SOSIAL Sari, Wulan Purnama; Irena, Lydia
Interaksi: Jurnal Ilmu Komunikasi Vol 12, No 1 (2023): June 2023
Publisher : Master of Communication Science Program, Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/interaksi.12.1.145-163

Abstract

Based on the results of previous research, it was found that Instagram, Twitter, TikTok, YouTube, Discord, and also Facebook became the social media most often used by Generation Z as heavy users of social media in conducting self-disclosure. Self-disclosure is divided into negative and positive, positive things become open areas that are shared and can be known by many people, while negative things are the opposite. Generation Z as heavy users of social media conduct self-disclosure about various personal information accurately and honestly through social media, this is done consciously with the aim of building relationships with other people. Therefore, this study was conducted with the aim of describing and analyzing the self-disclosure model of Generation Z heavy users on social media. The research method uses a qualitative approach with phenomenological methods. Data collection was carried out using focus group discussion techniques, with the selection of resource persons based on pre-determined criteria. The results showed that the self-disclosure model of generation Z who became heavy users of social media had the largest proportion in terms of valence, intimacy, and intention. 
Dramaturgy and the Phenomenon of Instagram Multi-Account Usage Among Gen Z in Bali Winduwati, Septia; Irena, Lydia
Jurnal Komunikasi Vol. 16 No. 2 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i2.32190

Abstract

Generation Z, born between 1997 and 2012, has grown up in a digital technology era that has shaped their communication and interaction styles, particularly through social media platforms like Instagram. They are highly active on this platform, with 58% spending more than an hour each day. This study aims to analyze how Generation Z utilizes multiple accounts on Instagram using Erving Goffman's dramaturgical theory, which describes social interactions as performances where individuals play roles according to social contexts. This research is expected to contribute to understanding the construction of digital identities and social roles of Generation Z. A qualitative approach is used in this study to describe the findings from Generation Z Instagram users with multiple accounts in Bali. Data were collected through in-depth interviews, field observations, and document studies, and analyzed using thematic analysis techniques. The results indicate that Generation Z uses multiple Instagram accounts to separate "front stage" and "back stage" in their identity management. The main account serves for personal branding and professional image, while the secondary account is used for more free-form self-expression. However, although multi-account management helps in managing identities, some informants still experience conflicts in maintaining their image on the main account and authenticity on the secondary account. Identity management in this digital era reflects their ability to navigate diverse social demands and balance public image with personal expression in the digital world.
Development Model of Tourism Communication and Creative Economy Based on Local Culture in East Sumba Sari, Wulan Purnama; Pandrianto, Nigar; Sukendro, Gregorius Genep; Azeharie, Suzy; Irena, Lydia
Jurnal Komunikasi Vol. 15 No. 2 (2023): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v15i2.26251

Abstract

As something unique, local culture can be utilized in various fields, one of which is tourism. The development of the tourism industry is characterized by several things, for example there is an increase in community participation to advance the local tourism industry, and the use of the creative economy. This research itself was carried out by looking at the potential that Indonesia has in the tourism and creative economy sectors which still have great potential to be developed further while still supporting the preservation of Indonesia's local culture. The research was carried out at a location in East Sumba, because it has a natural attraction for tourism which is already worldwide, but its development so far has not been optimal. Apart from having natural potential for tourism development, Sumba also has local culture and creative economy products, such as woven fabrics. This research was conducted with the main aim of producing a model for the development of tourism and creative economy based on local culture. This research itself will focus on the use of local culture in the tourism sector and the creative economy in tourism communication studies. The research was conducted using a qualitative approach and case study method. Data was obtained through FGD and interviews with resource persons. Based on the research results, it can be concluded that East Sumba has potential in terms of tourism development, the potential is in the form of natural resources, creative economic products, local culture and infrastructure suggestions. Developing this potential must receive support from the government in the form of development and policy making that favors local communities. Apart from that, tourism development also requires the development of human resources, which therefore requires collaboration between the government and local communities.
LOMBOK TOURISM SENTIMENT ANALYSIS WITH SOCIAL MEDIA MONITORING Sari, Wulan Purnama; Irena, Lydia; Oktavianti, Roswita
ASPIRATION Journal Vol. 5 No. 2 (2024): November Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v5i2.102

Abstract

Previous studies have shown that media monitoring provides significant benefits for the development of organizations or companies. The objective of this study is to analyze the sentiment surrounding Lombok tourism using social media monitoring. This research employs a quantitative method with a positivist paradigm and utilizes the Brand24 media monitoring tool. This research concludes that sentiment analysis towards Lombok and Mandalika tourism shows a dominant positive sentiment. Social media plays a key role in shaping perceptions of Lombok tourism, with Instagram being the dominant platform, while online news continues to have a big impact, with travel influencers playing a significant role in shaping tourist opinion
Pengaruh Terpaan Media dan Celebrity Worship terhadap Tingkat Adiksi Drama Korea pada Dewasa Awal Thing, Yi; Sari, Wulan Purnama; Irena, Lydia
Prologia Vol. 9 No. 1 (2025): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v9i1.33209

Abstract

Media exposure plays a significant role in increasing the popularity of Korean dramas. Human life is also greatly influenced by technology and the mass media.  In an effort to find their identity, adolescents often idealize celebrities as perfect role models, a phenomenon commonly known as celebrity worship.  With this background, this study aims to analyze the influence of media and celebrity worship on Korean drama addiction among early adults. A quantitative method with a questionnaire instrument was used, and the multiple linear regression data analysis technique was applied to test the hypothesis. The results of the study found that media exposure had a partial effect on the level of addiction, while the celebrity worship variable did not have a partial effect. This means that the more often someone is exposed to media related to Korean dramas and the higher the level of worship of the actors, the greater the likelihood they will be addicted to watching them. Simultaneously, media exposure and celebrity worship have an influence of 25.3% on the level of Korean drama addiction. In conclusion, this study provides empirical evidence that both media and celebrity worship play a significant role in driving Korean drama addiction among early adults. Terpaan media memainkan peran yang sangat signifikan dalam menaikkan popularitas drama Korea. Kehidupan manusia pun sangat dipengaruhi oleh teknologi dan media massa. Dalam upaya mencari identitas diri, remaja seringkali mengidealkan selebritas sebagai role model yang sempurna, hal ini biasa disebut sebagai celebrity worship. Dengan latar belakang tersebut, penelitian ini bertujuan untuk menganalisa pengaruh media dan celebrity worship terhadap adiksi drama Korea pada kalangan dewasa awal. Metode penelitian kuantitatif dengan instrumen kuesioner digunakan, dan teknik pengolahan data analisis regresi linear berganda diaplikasikan untuk menguji hipotesis. Hasil penelitian menemukan terpaan media berpengaruh secara parsial terhadap tingkat adiksi, sedangkan variabel celebrity worship secara parsial tidak memiliki pengaruh. Ini berarti, semakin sering seseorang terpapar media terkait drama Korea dan semakin tinggi tingkat pemujaannya terhadap para pemain, maka semakin besar kemungkinan mereka akan kecanduan tontonan tersebut. Secara simultan, terpaan media dan celebrity worship memiliki pengaruh sebesar 25,3% terhadap tingkat adiksi drama Korea. Simpulannya, penelitian ini memberikan bukti empiris bahwa baik media maupun pemujaan selebriti memiliki peran besar dalam mendorong kecanduan drama Korea pada kalangan dewasa awal.
Self-Disclosure Of Generation Z Heavy Social Media Users In Bali Sari, Wulan Purnama; Paramita, Sinta; Irena, Lydia
KOMUNIKA Vol 8 No 1 (2025): Accredited by Kemenristekdikti RI SK No.152/E/KPT/2023
Publisher : Universitas Islam Negeri Raden Intan Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/evndne61

Abstract

The digital era keeps evolving, particularly in terms of communication technology and internet usage. It is predicted that around 80% of Indonesia's population will have social media accounts by 2026, with the majority of users being Generation Z. The close relationship between Generation Z. Social media has given rise to the term "heavy social media users," referring to individuals who engage with social media for more than four hours a day. This study analyzes self-disclosure among Generation Z heavy social media users in Bali. The research adopts a quantitative approach, using a survey method. The population of this study consists of Generation Z individuals who are heavy social media users and reside in Bali. Nonprobability sampling, specifically purposive sampling, was used with predefined criteria. The findings indicate that while Instagram is the most frequently used social media platform by Generation Z, this group tends to engage in self-disclosure more on Twitter and TikTok, with an average of 10-12 times per day. Generation Z users distinguish between positive and negative self-disclosure, where positive disclosures are made public and accessible to many. In contrast, negative disclosures remain private and hidden from the broader social media audience.
Social Media Monitoring of Superpriority Destination Svargabumi Borobudur Irena, Lydia; Reszki, Ananias; Winduwati, Septia
Jurnal Komunikasi Vol. 17 No. 1 (2025): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v17i1.34260

Abstract

Svargabumi has emerged as one of the premier tourism destinations in the Borobudur area, part of the Borobudur super-priority tourism destinations. Svargabumi offers a blend of natural beauty and a variety of Instagram-worthy photo spots, making it a popular attraction. Promoting such destinations through social media is recognized as one of the most effective ways to showcase cultural richness. However, social media promotion must be accompanied by monitoring to ensure strategic accuracy and evaluate public opinion and sentiment. This process, known as social media monitoring, faces the challenge of managing the vast volume of data generated by online activities. Therefore, appropriate tools are essential for this purpose, one of which is Brand24, which provides comprehensive analysis, including statistical data and detailed information on all related media coverage. The research question posed is how to analyze the social media monitoring of the super-priority destination Svargabumi Borobudur. This study aims to analyze the social media monitoring of Svargabumi Borobudur as a super-priority destination. Using a mixed-methods approach, the study seeks to produce comprehensive and objective data. The research subjects are public sentiment and opinions on social media about Svargabumi, with the key informant being Svargabumi’s Marketing Manager, referred to as A. The research object is the social media monitoring of the super-priority destination Svargabumi Borobudur. The data collection technique used in this study was the social media monitoring tool, Brand24. Social media monitoring using Brand24 revealed that Svargabumi has a significant digital presence on Instagram, the primary platform for discussions about the destination. Svargabumi also has significant economic value through mentions, with an estimated Advertising Value Equivalency (AVE) of $7,008. Positive sentiments, with 33 items, also dominated, indicating that Svargabumi has successfully built a strong digital reputation among tourists. Furthermore, user-generated content and contributions from micro- and nano-influencers are key elements in increasing audience exposure and engagement. However, engagement on platforms like TikTok and YouTube can still be improved to maximize potential reach.
Co-Authors Alexandra Carolina Augustine, Michelle Candraningrum, Diah Ayu Carolina, Alexandra EFFY ZALFIANA RUSFIAN Kholifah, Setya Lady Ta, Yesha Lusia Savitri Setyo Utami Michelle Augustine Nigar Pandrianto Paramita, Sinta Reszki, Ananias Riris Loisa Riwanda, Josephine Kayla Roswita Oktavianti Roswita Oktavianti, Roswita Sinta Paramita Sukendro, Gregorius Genep Suzy Azeharie, Suzy Thing, Yi Winduwati, Septia Wulan Purnama Sari