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All Journal Makara Human Behavior Studies in Asia Jobmark: Journal of Branding and Marketing Communication Jurnal Komunikasi Indonesia
Pudjiastuti, Wahyuni
Unknown Affiliation
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Strategi Mengatasi Masalah Kesehatan dan Lingkungan Hidup di Pemukiman Kumuh Lewat Program Pemasaran Sosial Pudjiastuti, Wahyuni
Makara Human Behavior Studies in Asia Vol. 6, No. 2
Publisher : UI Scholars Hub

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Abstract

The research has a starting point from assumption that compose accurate social marketing strategy is being needed to overcome social health and environmental problems in the sleim settlement area in Jakarta. The strategy should consider the condition of target area, target adopters and some factors that influence in the community participation to some social products. The research was done in three sleims area, (i) narrow street, (ii) flood plain river and along the railway track. The research was designed as descriptive research correlation which is analyzed by multiple regression and distribution frequency table. The result of the research is being used as material for compilling social marketing strategy. The component strategy consist of consideration of marketing mix and communication elements.
Public Readiness Index Entering New Normal Period Amidst the Covid-19 Pandemic As Exposure Effect to Social Campaigns Pudjiastuti, Wahyuni
JURNAL KOMUNIKASI INDONESIA Vol. 11, No. 2
Publisher : UI Scholars Hub

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Indonesian people will face daily activities that are no longer the same as conditions before the corona-19 virus pandemic, which is then termed as New Normal. This policy is communicated in the form of a social campaign. Policy implementation should be a solution to improve welfare. But often, support from the public is still lacking. Therefore, it is necessary to study the level of public readiness (public readiness index) in accepting a policy and the effectiveness of the social campaign that the government has carried out. The research aims to describe the public readiness index for implementing the new normal and the effectiveness of the government’s social campaign in a community of students whose social problems are relatively high in the Child-Friendly City of Depok. It is hoped that the results can provide an overview and consideration in improving policies, especially for reopening face-to-face schools. Research is quantitative with an associative method. Researchers surveyed data collec- tion. The research population is junior high school students in Depok. The sample selection was conducted by multistage random sampling in a classter method, thus SMP N 6 and SMP BCIS (Budi Cendekia Islamic School) were selected. Data analysis was carried out descriptively to provide an overview of the variables studied and use regression to see the effect of the exposure variable on respondents’ readiness. The hypothesis is that the public acceptance of school children towards the new normal in the Child-Friendly City of Depok is influenced by their exposure to the government’s social campaign. The results showed that the level of readiness of junior high school students in Depok to enter the new standard period was at the confirmation stage, which was 31.67%, and the stabilization stage was 30%. Research also shows that this readiness is significantly influenced by exposure to social campaigns through television, online, and interpersonal commu- nication; thus, the proposed hypothesis can be accepted.
How the Digital Endorsement Campaign Affects Student’s Attitude towards a Cinema Theater Brand: The Case of #JajanAsyikXXI on Instagram Pudjiastuti, Wahyuni; Qasthari, Qisti
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.55

Abstract

The rapid number of social media users and changes in consumer behavior today requires marketers to adapt quickly. The use of celebrity endorser "Titan Tyra" in the #JajanAsikDiXXI campaign on Instagram is one of XXI's digital promotional activities. This study measures the effect of celebrity endorser characteristics "Titan Tyra" in the #JajanAsikdiXXI campaign on the attitudes of Communication Science students at Bakrie University toward the XXI brand. This research uses a quantitative approach with an explanatory case study method. The data was collected using questionnaires, observation, tracing professional documents, and digital documentation. The distribution of questionnaires was carried out to 86 active students of Communication Science at Bakrie University using cluster random sampling where the clusters used were classes from each course that took place in the even semester of 2019/2020. The results showed that all the characteristics of celebrity endorsers attached to Titan Tyra had a significant and simultaneous influence on the attitudes of active students of Communication Science at Bakrie University towards the XXI brand. This research is worthwhile to provide insight to marketers about promotional activities using celebrity endorsers to increase positive brand attitudes.
Co-Authors Qasthari, Qisti