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All Journal Panggung Lontar : Jurnal Ilmu Komunikasi urnal Interaksi: Jurnal Ilmu Komunikasi Jurnal Riset Komunikasi JURNAL PUSTAKA KOMUNIKASI Jurnal E-Bis: Ekonomi Bisnis Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Altruis: Journal of Community Services Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) ARRUS Journal of Social Sciences and Humanities Prosiding Konferensi Nasional PKM-CSR Global Research on Tourism Development and Advancement (GARUDA) Jurnal Social Library eProceedings of Management Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Journal of Communication, Business and Social Science (JCOBS) Proceeding of Community Service and Engagement
Rah Utami Nugrahani
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Religion Arts Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Analysis of 'Beauty Bestie' Perceptions Built in Emina Beauty Bestie Day Campaign Nyoman Indy Tavipiana Wirata; Nugrahani, Rah Utami
LONTAR: Jurnal Ilmu Komunikasi Vol. 11 No. 2 (2023): Lontar : Jurnal Ilmu Komunikasi
Publisher : Program Studi Ilmu Komunikasi Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/lontar.v11i2.7772

Abstract

Beauty has become a hot topic in public discussions, especially adolescent girls with various definitions of 'beautiful' that exist. However, the influence of technology has created specific beauty standards. In the transition process, adolescents begin to realize the importance of physical appearance to affect their self-confidence. This study analyzes the perception of 'Beauty Bestie' built in the Emina Beauty Bestie Day campaign by Emina Cosmetics as a support system for teenagers to overcome their skin problems, so that the object in this study is the perception of 'Beauty Bestie' and the subjects are campaign audiences as key informants and psychology experts as expert informants. This study used interpretive qualitative research methods with a phenomenological approach and research data obtained through in-depth interviews, observation, and documentation. Social cognitive theory was used as a foundation for reviewing this research and Van Kaam's phenomenological data analysis techniques were used to analyze data findings with data analysis units oriented to the stage of perception formation by Julia T. Wood and DeVito. The results showed that the perception of 'Beauty Bestie' built in the Emina Beauty Bestie Day campaign has been formed in the campaign audience to the stage of recall. This research is only limited to the formation of the perception of 'Beauty Bestie' in the Emina Beauty Bestie Day campaign, so that future research can further analyze the perception of 'Beauty Bestie' in the campaign audience in terms of brand positioning, brand image, or sales. Keywords: Beauty Standards; Formation of perception; Beauty Bestie; Campaign
MENINGKATKAN LAYANAN DAN KEBERLANJUTAN SOSI SPORT CLUB MELALUI OPTIMALISASI SALESMANSHIP DAN MANAJEMEN KONFLIK PERSONAL TRAINER Rah Utami Nugrahani; Astadi Pangarso; Syahputra
The Proceeding of Community Service and Engagement (COSECANT) Seminar Vol. 5 No. 1 (2025): The Proceeding of Community Service and Engagement (COSECANT) Seminar
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/cosecant.v5i1.9360

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk Kegiatan ini bertujuan untuk meningkatkan softskill dan hardskill para staff dan personal trainer pada SOSI Sport Club, khususnya dalam hal jiwa salesmanship dan manajemen konflik. Pelatihan ini dirancang untuk memberikan pemahaman mendalam tentang teknik-teknik penjualan yang efektif serta strategi mengelola konflik dalam tim, yang sangat relevan bagi anggota klub yang sering terlibat dalam kegiatan organisasi dan interaksi sosial. Melalui pendekatan partisipatif, pelatihan ini melibatkan simulasi, diskusi kelompok, dan studi kasus untuk memastikan peserta dapat mengaplikasikan ilmu yang diperoleh secara langsung dalam kehidupan sehari-hari. Tujuan utama dari kegiatan ini adalah meningkatkan kapasitas anggota SOSI Sport Club dalam menghadapi tantangan dalam melaksanakan tugas dan tanggung jawabnya dan kehidupan organisasi. Dengan menguasai jiwa salesmanship, peserta diharapkan mampu mengembangkan kemampuan komunikasi, persuasi, dan negosiasi yang efektif. Sementara itu, pelatihan manajemen konflik bertujuan untuk membekali peserta dengan keterampilan menyelesaikan perbedaan pendapat secara konstruktif, sehingga dapat menciptakan lingkungan kerja yang harmonis dan produktif. Selain itu, kegiatan ini juga bertujuan untuk memperkuat hubungan antara perguruan tinggi dan masyarakat, khususnya dalam hal transfer pengetahuan dan keterampilan yang bermanfaat bagi pengembangan sumber daya manusia. Diharapkan manfaat dari kegiatan ini dapat dirasakan baik oleh peserta maupun institusi. Bagi staff dan personal trainer SOSI Sport Club, pelatihan ini memberikan wawasan dan keterampilan baru yang dapat diaplikasikan dalam aktivitas organisasi maupun karier profesional mereka. Bagi tim dosen, kegiatan ini menjadi wadah untuk mengimplementasikan ilmu yang dimiliki dalam konteks nyata, sekaligus memperluas jaringan kolaborasi dengan masyarakat. Secara lebih luas, kegiatan ini diharapkan dapat berkontribusi pada peningkatan kualitas sumber daya manusia di lingkungan SOSI Sport Club, yang pada akhirnya akan mendorong terciptanya masyarakat yang lebih kompeten dan siap menghadapi tantangan di era globalisasi Keywords: salesmanship, manajemen konflik, sumber daya manusia
The Impact of TikTok Marketing Strategy on Purchase Intention Through Brand Image: A Case Study of N’Pure Febrian, Rifki; Nugrahani, Rah Utami
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5259

Abstract

The beauty industry in Indonesia has grown rapidly, driven by the increasing popularity of local skincare brands. One such brand, N’Pure, leverages TikTok to engage with consumers through interactive content, hashtags, live sessions, and campaigns. Social media marketing is now considered a highly effective approach to reach and influence consumer behavior. However, N’Pure faces challenges, including intense price competition from imported products and reduced consumer purchasing power, which leads to more selective buying decisions. This study investigates the influence of social media marketing on purchase intention, with brand image as a mediating variable. A quantitative, causal approach was employed using a sample of 400 respondents selected through purposive sampling. Data were collected via an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. Findings reveal that social media marketing has a positive and significant effect on purchase intention, both directly and indirectly through brand image. Social media marketing also significantly enhances brand image, and brand image itself has a positive impact on purchase intention. These results highlight the strategic role of TikTok-based marketing in shaping brand perception and driving consumer purchase behavior in the skincare industry.
Co-Authors Abdullah, Nisa ADRIO KUSMAREZA ADIM Aiza Nabilla Arifputri Alifia, Nabila Faza Alika, Keigo Dinal Almira Shabrina Aminia, Atala Annisa, Dennisa Teguh Astadi Pangarso Azzahra, Lizia Zytka Chaerunisa, Fithri Chairunnisa Widya Priastuty Dewi, Anak Agung Ayu Meisya Dianawati, Ervina Dimas Satrio Wijaksono Earlinda, Clarissa Delviana Fauzan, Muhammad Luthfi Febrian, Rifki Firdaus, Aulia Riffa Putri Freddy Yusanto Gifty, Halfa Pramudya Haris Annisari Indah Nur Rochimah Kartiko, Dhika Adrian Kinanthi, Alya Indah Rizki Kusuma, Martina Maharani, Syelfa Maksudi, Ghadhidha Azahra Marlian, Salva Lucretia Masrurah H.A, Ince Layali Bau Matulandi, Euzebia Regina Contanigfiesta Meilika, Syifa Radella Meitipiana, Erina Mohamad Syahriar Sugandi Mufida, Naufal Zamir Mulya, Muhamad Agam Mustofa, Nandi Nabillah, Syaidatun Nasywa, Shafina Naufal, Anggi Ahmad Arief Nisa Nurmauliddiana Abdullah Nurazka, Seruni Nurianputri, Awfa Azka Nurifa'i, Sinta Nurkhalisa, Nasyara Rizqa Nyoman Indy Tavipiana Wirata Pasaribu, Tarida Amalia Paskah, Christien Gabriella Permadi, Harits Satrio Pradipta Dirgantara Pratama, Rafli Andika Priyatna, Bunga Rahmawati Puspitasari, Dilla Putra, Rifky Andwika Putri, Aprilia Permata Putri, Nadia Aryani Putri, Nazma Rahisa Gumilang Putri, Septika Adinata Rachma Ayu Nadia Reni Nuraeni, Reni Rizca Haqqu Rochimah, Harris Annisari Indah Nur S, M Irfan Salsabila, Lutfiah Jannatul Sijabat, Astriyani Syahputra Sylvie Nurfebiaraning Utami, Anggy Putri Vianto, Nadhif Rabbani Vindashafiya, Azyza Reihan Wedantha, Ida Bagus Aditya Giri Wirabumi, Arya Wibowo Yoka Pradana Yosephine Clarisa Tasya Kusuma Putri Zatiya, Ken Zahra