Article Per Year (5 Year)
p-Index From 2021 - 2026
3.323
P-Index
This Author published in this journals
All Journal NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Impresi Indonesia Jurnal Locus Penelitian dan Pengabdian Asian Journal of Community Services (AJCS) Jurnal Indonesia Sosial Sains Journal Research of Social Science, Economics, and Management Journal of Creative Power and Ambition (JCPA) Journal of Literary Prose and Society Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi
Ayu Larasati
Fakultas Ilmu Komunikasi Universitas Esa Unggul
Religion Aerospace Engineering Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Physics Social Sciences Other

Published : 20 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 20 Documents
Search

 1   2 
Peran Komunikasi Terpadu dalam Membangun Loyalitas Konsumen Ayu Larasati; Nani Cahyani; Franky P. Roring; Heriyanti Heriyanti; Lianda Rachmadany
Jurnal Impresi Indonesia Vol. 4 No. 9 (2025): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v4i9.7001

Abstract

Di era persaingan pasar yang semakin kompleks dan dinamis, loyalitas konsumen telah menjadi aset kritis bagi kelangsungan hidup dan pertumbuhan bisnis. Namun, tantangan utama yang dihadapi perusahaan adalah fragmentasi saluran komunikasi dan ketidakkonsistenan pesan yang dapat melemahkan identitas merek serta mengurangi efektivitas upaya pemasaran dalam membangun hubungan jangka panjang dengan konsumen. Penelitian ini bertujuan untuk menganalisis secara mendalam peran komunikasi pemasaran terpadu dalam membangun loyalitas konsumen yang berkelanjutan. Komunikasi pemasaran terpadu (Integrated Marketing Communications/IMC) merupakan pendekatan strategis yang menyatukan berbagai bentuk komunikasi, termasuk iklan, promosi penjualan, hubungan masyarakat, pemasaran langsung, serta media digital, dengan tujuan menyampaikan pesan merek yang konsisten dan sinergis kepada konsumen. Pendekatan ini tidak hanya berfokus pada penyampaian informasi, tetapi juga pada penciptaan pengalaman merek yang kohesif dan relevan. Loyalitas konsumen sendiri menjadi aspek krusial dalam mempertahankan keberlangsungan bisnis di tengah persaingan pasar yang semakin ketat. Konsumen yang loyal cenderung memiliki kecenderungan untuk melakukan pembelian berulang, menunjukkan komitmen terhadap merek, dan bahkan secara sukarela merekomendasikan produk atau layanan kepada orang lain. Berdasarkan hasil kajian, ditemukan bahwa penerapan komunikasi pemasaran terpadu secara efektif mampu meningkatkan kesadaran merek (brand awareness), memperkuat citra dan persepsi merek di benak konsumen, serta membangun hubungan emosional yang kuat antara merek dan konsumen. Faktor-faktor ini secara langsung maupun tidak langsung memberikan kontribusi positif terhadap pembentukan dan penguatan loyalitas konsumen dalam jangka panjang.
Analisis Multi-Dimensi Dampak Ekonomi, Perilaku Konsumsi, dan Risiko Sosial Penggunaan Paylater di Indonesia Muhamad Muslih; Sri Redjeki; Gerry Firmansyah; Ayu Larasati
Jurnal Impresi Indonesia Vol. 4 No. 10 (2025): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v4i10.7083

Abstract

Layanan paylater telah menjadi fenomena signifikan dalam ekosistem keuangan digital Indonesia, menawarkan kemudahan akses pembiayaan konsumen namun sekaligus menimbulkan kekhawatiran terkait dampak multi-dimensinya. Lonjakan outstanding utang paylater yang mencapai Rp30,36 triliun pada 2024 dan tingginya angka impulse buying (6,4%) menunjukkan urgensi analisis komprehensif terhadap layanan ini. Penelitian ini bertujuan untuk menganalisis dampak multi-dimensi layanan paylater terhadap pertumbuhan ekonomi, perilaku konsumsi, dan risiko sosial di Indonesia, serta mengkaji implikasi regulasi dan literasi keuangan. Dengan menggunakan pendekatan kualitatif deskriptif melalui studi literatur sistematis, penelitian ini mengintegrasikan temuan dari jurnal akademik, laporan resmi, dan data industri yang diterbitkan pada periode 2019 hingga 2025. Hasil penelitian menunjukkan bahwa layanan paylater secara signifikan meningkatkan daya beli konsumen dan mendorong pertumbuhan pesat transaksi e- commerce. Namun, kemudahan yang ditawarkan paylater juga meningkatkan kecenderungan impulse buying dan perilaku konsumtif, terutama di kalangan generasi muda. Perubahan perilaku ini, apabila tidak diimbangi dengan literasi keuangan yang memadai, berpotensi menimbulkan utang rumah tangga yang tidak terkendali dan mengancam stabilitas keuangan nasional. Studi ini menegaskan pentingnya regulasi yang ketat dan edukasi keuangan yang komprehensif untuk memitigasi risiko tersebut. Penguatan kolaborasi antara regulator, pelaku industri, dan lembaga pendidikan direkomendasikan agar manfaat paylater dapat dioptimalkan sekaligus meminimalisir dampak negatifnya bagi konsumen dan sistem keuangan.
Pengaruh Pemasaran Media Sosial Terhadap Kesadaran Merek dan Loyalitas Merek Pada Generasi Milenial Ayu Larasati; Juandanilsyah Juandanilsyah
Jurnal Impresi Indonesia Vol. 4 No. 10 (2025): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v4i10.7084

Abstract

Kemajuan teknologi informasi telah mengubah lanskap pemasaran modern, di mana media sosial muncul sebagai platform utama dalam strategi pemasaran digital, khususnya dalam menjangkau generasi milenial. Penelitian ini bertujuan untuk mengkaji pengaruh pemasaran media sosial terhadap kesadaran merek dan loyalitas merek pada generasi milenial. Seiring dengan berkembangnya media sosial sebagai platform pemasaran utama, pemahaman mengenai bagaimana elemen-elemen strategisnya memengaruhi persepsi dan perilaku konsumen muda menjadi semakin penting. Fokus penelitian ini mencakup bagaimana konten yang menarik, kolaborasi dengan influencer, serta fitur interaktif dapat meningkatkan pengenalan merek dan loyalitas konsumen. Penelitian menggunakan pendekatan kuantitatif melalui survei online terhadap 200 responden generasi milenial yang aktif menggunakan media sosial. Data dianalisis menggunakan teknik analisis regresi berganda dan uji mediasi untuk menguji hubungan antar variabel Pemasaran media sosial efektif dalam membangun kesadaran merek dan loyalitas merek pada generasi milenial. Hasil penelitian menunjukkan bahwa pemasaran media sosial berpengaruh positif dan signifikan terhadap kesadaran merek. Konten yang menarik, kolaborasi dengan influencer, serta fitur interaktif terbukti mampu meningkatkan pengenalan merek dalam benak konsumen. Kesadaran merek juga berperan sebagai mediator yang memperkuat hubungan antara pemasaran media sosial dan loyalitas merek. Strategi pemasaran media sosial efektif dalam membangun kesadaran merek dan loyalitas merek pada generasi milenial. Perusahaan disarankan untuk memfokuskan upaya pemasaran digital pada peningkatan kesadaran merek terlebih dahulu, dengan mengoptimalkan konten yang menarik dan interaktif serta memanfaatkan kolaborasi influencer untuk mencapai loyalitas jangka panjang.
Minority Faiths And Marginalized Believers: Religious Difference In Modern Prose Narratives Ayu Larasati; Maulina Nabila
Journal of Literary Prose and Society Vol. 2 No. 2 (2025): Journal of Literary Prose and Society
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jlps.v2i2.47

Abstract

This qualitative study examines narrative strategies in modern prose literature that represent religious minorities and marginalized believers across diverse geographical and cultural contexts. Analyzing 28 contemporary narratives published between 1980 and 2024, the study investigates how authors utilize focalization, characterization, temporal structures, symbolism, and linguistic strategies to depict minority religious experiences and challenge dominant discourses. The research employs close reading methodologies and thematic analysis to examine texts representing Christian, Muslim, Jewish, and other minority communities across Asia, the Middle East, Africa, Europe, and the Americas. Findings reveal that narratives predominantly employ internal focalization through minority characters to provide intimate access to religious consciousness while maintaining a critical sociopolitical perspective. Characterization strategies balance humanization through ordinariness with attention to religious particularity, resisting both exoticization and assimilation. Temporal structures favor linear narratives with historical framing that contextualize contemporary persecution, while fragmented, nonlinear approaches formally enact trauma. Rich symbolic systems, including spatial marginality, border liminality, embodiment, and natural world imagery, convey complex dimensions of minority experience. Linguistic strategies such as code-switching and the integration of religious vocabulary mark an authentic minority voice while educating readers. Beyond representing persecution, narratives extensively depict resistance strategies including clandestine religious practice, cultural production, educational transmission, strategic accommodation, and diaspora formation. The research contributes to the concept of "narrative witnessing," positioning literature as a testimonial practice that preserves threatened voices, educates diverse publics, and cultivates cross-cultural empathy. Findings hold significant implications for literary studies, religious studies, intercultural education, and human rights advocacy in addressing contemporary religious polarization.
Peningkatan Literasi Keuangan Melalui Strategi Komunikasi pada Penyuluhan Investasi Global untuk Siswa SMA Kristen Harapan Denpasar, Bali I Wayan Diana Putra Adnyana; Ayu Larasati; Indra Gunara Rochyat; Andre Suryaningprang; Desak Putu Nitya Dewi
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 7 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i7.6110

Abstract

Perkembangan ekonomi global menuntut generasi muda memiliki keterampilan pengelolaan keuangan yang bijak, khususnya dalam hal investasi global. Program pengabdian kepada masyarakat ini bertujuan meningkatkan literasi keuangan dan mengenalkan instrumen investasi global yang aman serta sesuai regulasi kepada siswa SMA Kristen Harapan Denpasar, Bali. Metode pelaksanaan meliputi ceramah interaktif, diskusi kelompok terfokus, simulasi investasi saham global, dan analisis studi kasus. Sasaran kegiatan adalah siswa kelas XI dan XII beserta guru pendamping. Hasil kegiatan menunjukkan bahwa pendekatan multidisiplin yang menggabungkan keilmuan akuntansi, desain, dan komunikasi berhasil meningkatkan pemahaman siswa terhadap konsep investasi global, risiko pasar, serta regulasi OJK. Simulasi investasi digital memberikan pengalaman praktis dalam membaca pergerakan pasar dan mengelola portofolio tanpa risiko kerugian nyata. Melalui program ini, siswa mengembangkan kemampuan berpikir kritis dalam menilai peluang dan risiko investasi, serta menumbuhkan kemandirian finansial sejak dini sebagai bekal menghadapi dinamika ekonomi global.
Public Relations Strategy of the Directorate General of PSDKP in Socializing the Utilization and use of the Vessel Monitoring System (VMS) Ananda Marcell Dinofa; Ayu Larasati; Nur Rakhma Novika; Oko Marisno
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

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

Abstract

This study analyzes the communication strategy of the Public Relations Division of the Directorate General of Marine and Fisheries Resources Surveillance (Ditjen PSDKP) in socializing the Vessel Monitoring System (VMS) to fishing vessel owners and fisheries business operators. Using a qualitative case study approach, data were gathered through participant observation, semi-structured interviews with PR staff, and documentation of socialization activities. Data analysis involved reduction, presentation, and conclusion drawing. The findings reveal that the PR Division employed an integrated communication strategy utilizing digital media, social media, mass media, face-to-face communication, public outreach forums, and exhibitions to engage diverse audiences. A two-way communication approach enhanced public understanding of VMS functions, benefits, and importance while fostering participatory government-public relationships. The study concludes that a well-planned communication strategy, supported by appropriate media selection and effective message delivery, significantly contributes to VMS socialization effectiveness and strengthens Ditjen PSDKP's institutional image as an informative and responsive government agency.
The Representation of Positive Affirmations of Parents in the Film Inside Out (2015): A Study of Roland Barthes' Semiotic Analysis Shafa Raihan Imadia; Ayu Larasati
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

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

Abstract

This study examines the representation of positive parental affirmation in the film Inside Out (2015). It aims to analyze how positive parental affirmation is represented through verbal and nonverbal signs and to identify its denotative, connotative, and mythical meanings using Roland Barthes' semiotic analysis. This study employed a descriptive qualitative method with Roland Barthes' semiotic approach. The unit of analysis consisted of seven scenes depicting interactions between Riley and her parents containing positive affirmation. The data were analyzed through three levels of meaning: denotation, connotation, and myth, and were interpreted using Positive Communication Theory, which includes acceptance, validation, empathy, and encouragement. The findings indicate that parental affirmation is represented through verbal and nonverbal communication in the forms of acceptance, emotional validation, empathy, encouragement, parental support, and attentive presence. At the level of myth, the film constructs the idea of an ideal family that accepts, understands, and supports children through positive communication. This study concludes that Inside Out (2015) represents positive parental affirmation as a meaningful form of family communication reflecting social values.
Analysis of Interpersonal Communication Dynamics Among Adolescent Girls Experiencing Fatherlessness: A Phenomenological Study Artadaya Muhammad Ramdhani; Ayu Larasati; Michael Jibrael Rorong
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70610/jcpa.1956

Abstract

Fatherlessness is a significant issue in communication studies because the physical and emotional absence of a father figure may influence adolescent girls’ ability to build relationships, develop trust, and express emotions. This study analyzes the interpersonal communication dynamics of adolescent girls experiencing fatherlessness and explores the meanings they attach to their experiences. Using a qualitative phenomenological approach, the study involved five primary informants, one supporting informant, and one expert informant selected purposively. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles and Huberman model. Data validity was ensured through source and technique triangulation. The findings reveal four major themes: selective self-disclosure, insecurity and fear of abandonment, the need for affection and emotional security, and the importance of supportive family and social environments. Fatherlessness does not eliminate communication abilities but shapes openness, trust, support-seeking, and relationship-building in contextual ways within their daily interpersonal communication experiences.
Strategi Personal Branding Farida Zulfa di TikTok dalam Membangun Citra Positif sebagai Pengusaha Lokal Muhammad Qodri; Helmi Geisfarad; Ayu Larasati; Euis Nurul Bahriyah
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 4 (2026): EduTIK : Agustus 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i4.583

Abstract

ABSTRAK Penelitian ini menganalisis strategi personal branding Farida Zulfa sebagai pengusaha lokal di TikTok, memahami respons informan pendukung terhadap strategi tersebut, serta menjelaskan kontribusinya dalam membentuk citra positif. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus, dianalisis melalui delapan hukum personal branding dari Montoya dan Vandehey, yaitu specialization, leadership, personality, distinctiveness, visibility, unity, persistence, dan goodwill. Informan terdiri atas satu informan utama dan dua informan pendukung yang dipilih secara purposive sampling. Data dikumpulkan melalui in-depth interview, observasi nonpartisipan terhadap sepuluh video TikTok, dan dokumentasi, lalu dianalisis dengan model interaktif Miles, Huberman, dan Saldaña; keabsahan data diuji melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan Farida Zulfa membangun personal branding melalui identitas yang autentik, transparan, dan konsisten sebagai pengusaha lokal. Strategi tersebut mendapat respons positif karena meningkatkan kredibilitas, kepercayaan, dan kedekatan dengan audiens, serta berkontribusi membentuk citra positif Farida Zulfa sebagai pengusaha lokal yang profesional, inspiratif, dan terpercaya, sekaligus memperkuat reputasi dan hubungan jangka panjang dengan audiens. Temuan bersifat kontekstual dan terbatas pada informan, video, serta dokumentasi yang digunakan. ABSTRACT This study analyzes Farida Zulfa's personal branding strategy as a local entrepreneur on TikTok, examines supporting informants' responses to the strategy, and explains its contribution to building a positive image. A qualitative case study approach was used, analyzed through the eight laws of personal branding proposed by Montoya and Vandehey, covering specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. Participants consisted of one key informant and two supporting informants selected through purposive sampling. Data were collected through in-depth interview, non-participant observation of ten TikTok videos, and documentation, then analyzed using the interactive model of Miles, Huberman, and Saldaña, with trustworthiness ensured through source and technique triangulation. Findings show that Farida Zulfa builds her personal branding through an authentic, transparent, and consistent identity as a local entrepreneur. The strategy received a positive response because it strengthened her credibility, trustworthiness, and closeness to the audience, and contributed to shaping her positive image as a professional, inspiring, and trustworthy entrepreneur while reinforcing her reputation and long-term relationship with the audience. The findings are contextual and limited to the informants, videos, and documentation used in this study.
Public Relations Strategy of the Ministry of Communication and Digital in the Use of Instagram Posts as a Medium for Disseminating Information Farhan Fahrezi; Ayu Larasati
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

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

Abstract

This study examines the public relations (PR) strategy of the Ministry of Communication and Digital (Komdigi) of the Republic of Indonesia in utilizing official Instagram posts (@kemkomdigi) as a medium for public information dissemination and explores the causes of dominant negative public responses in the digital sphere. Using a constructivist paradigm and Robert K. Yin’s qualitative single-case study method, the study applies James E. Grunig and Larissa A. Grunig’s Relationship Management Theory and Four Models of Public Relations. Primary data were collected through in-depth interviews with key social media staff and management, observation of 24 selected posts and public comment threads from January to December 2025, and official documentation. The findings show that Komdigi’s PR strategy predominantly employs the Public Information and Two-Way Asymmetrical models. Information is verified through a multilayered process to ensure accuracy, while comment monitoring and monthly analytics guide message framing and content strategies. However, Two-Way Symmetrical communication remains constrained by bureaucratic hierarchies and public skepticism. The study recommends agile teams, streamlined response procedures, and empathy-driven narratives to strengthen digital public trust.
Co-Authors Amadea Yohana Ananda Marcell Dinofa Andre Suryaningprang Artadaya Muhammad Ramdhani Bahriyah, Euis Nurul BUDI PRAMONO Danny Kunto Wibisono Desak Putu Nitya Dewi Farhan Fahrezi Franky P. Roring Gerry Firmansyah Hakim Rizki Alfaza Helmi Geisfarad Heriyanti Heriyanti Heriyanti I Wayan Diana Putra Adnyana Indra Gunara Rochyat Juandanilsyah Juandanilsyah Kusumapradja, Rokiah Lianda Rachmadany Lianda Rachmadany Sinaga Luki Kristina Maulina Nabila Michael Jibrael Rorong Muhammad Qodri Muslih, Muhamad Nanang Kurniawan Nani Cahyani Nefianto, Tirton Nur Rakhma Novika Octaviani Anggraenita Oko Marisno Safiani A. Faaroek Shafa Raihan Imadia Sri Redjeki Ummanah Ummanah, Ummanah Veby Husada Widiyaningsih