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PEMASARAN RELASIONAL BAGI MASYARAKAT DI DESA REMBITAN DAN PEMENANG BARAT, LOMBOK-NUSA TENGGARA BARAT Alfonso Harrison; Stefanus Andriano; Adella Suwandhi
Jurnal Bakti Masyarakat Indonesia Vol. 5 No. 3 (2022): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v5i3.20450

Tourism in Lombok is one of the sectors that are affected by the Covid-19 Pandemic, which shows from the drastic decreasing number of tourists visiting Lombok between 2019 and 2020. There are a few attempts made by the government to bring back tourists to Lombok and a few of these attempts succeeded to increase the number of tourists to Lombok. Not only well known for its nature, Lombok’s also well-known for its cultural tourism. One of Lombok’s cultural elements that can be developed as a tourism-supporting product is a hand-crafted woven fabric from Sasak Tribe, produced by locals in Rembitan Village, Central of Lombok and the nutritious Virgin Coconut Oil (VCO), produced by West Pemenang Village, North of Lombok. Both groups of locals have their own limitedness in knowledge and skills in marketing communications for their product. That is why Titian Foundation, a non-profit organization, helps the locals from these two villages, with the Communication Science Major of Atma Jaya Catholic University’s Community Service Team, made a training about Relational Marketing for the locals in Rembitan and West Pemenang Village, Lombok, West Nusa Tenggara. This training teaches the understanding and skills about the importance of brand management from their product and to maintain relationship with consumers in marketing communication activity. ABSTRAK: Sektor industri pariwisata di Lombok menjadi salah satu yang terdampak akibat pandemi Covid-19, hal ini dapat terlihat dari adamya penurunan kunjungan wisatawan ke Lombok yang sangat drastis antara tahun 2019 dan tahun 2020 yang lalu. Terkait kondisi ini, pemerintah melakukan berbagai upaya guna memulihkan pariwisata di Lombok dan beberapa upaya ini berhasil meningkatkan kunjungan wisatawan ke Lombok. Selain dikenal karena wisata alamnya, Pariwisata Lombok juga dikenal dari wisata budayanya. Unsur budaya di Lombok yang dapat dikembangkan sebagai produk pendukung pariwisata adalah kerajinan kain tenun khas suku Sasak yang diproduksi oleh masyarakat di Desa Rembitan-Lombok Tengah dan produk Virgin Coconut Oil (VCO) yang berkhasiat dan diproduksi oleh masyarakat Desa Pemenang Barat-Lombok Utara. Permasalahan yang ditemukan dalam kondisi target pengabdian masyarakat ini adalah kedua kelompok masyarakat di dua daerah tersebut memiliki keterbatasan dalam hal pengetahuan dan keterampilan melakukan aktivitas komunikasi pemasaran bagi produk yang mereka hasilkan kepada konsumennya. Sedangkan masalah yang ditemukan pada kondisi mitra yakni Titian Foundation selaku organisasi nirlaba yang memberdayakan masyarakat di kedua daerah tersebut adalah keterbatasan kemampuan mereka dalam melatih binaannya mengenai pengetahuan komunikasi pemasaran baik secara konseptual maupun praktis. Oleh karena itu, Titian Foundation berkolaborasi dengan Tim Pengabdian Masyarakat Program Studi Ilmu Komunikasi Universitas Katolik Indonesia Atma Jaya Jakarta menyelenggarakan pelatihan Pemasaran Relasional bagi masyarakat di Desa Rembitan dan Desa Pemenang Barat, Lombok-Nusa Tenggara Barat. Pelatihan memberikan pemahaman dan pengetahuan serta keterampilan bagi masyarakat tentang pentingnya mengelola merek (Brand) dari produk yang mereka hasilkan dan menjalin hubungan yang baik dengan para konsumennya dalam sebuah aktivitas komunikasi pemasaran.

Roland Barthes Semiotic Analysis in Turning Red Movie Tanzil, Jessica Olivia; Andriano, Stefanus
Communicare : Journal of Communication Studies Vol. 10 No. 2 (2023): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101010220236

Turning Red, a Disney Pixar animated film from 2022, tells the sudden transformation of Mei, a 13-year-old teenager who turns into a red panda when her emotions burst. The film highlights the complex relationship between Mei and her mother, focusing on interpersonal communication as a cause of conflict. This research utilizes Roland Barthes' semiotics theory to analyze symbols and meanings in the Mother-Child communication. Using a qualitative descriptive method, the analysis is conducted on 19 scenes from the film. The results emphasize the importance of effective communication and conflict management, along with the role of parenting styles in influencing the Mother-Child relationship.

Sigma Male Portrayal in Fight Club Movie: Roland Barthes Semiotic Analysis Trisulo, Disha Affya; Andriano, Stefanus
Communicare : Journal of Communication Studies Vol. 11 No. 1 (2024): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101011120242

Sigma Male ideology, a 'picture-perfect' hegemonic masculinity portrayal that has been criticized for promoting toxic masculinity and misogyny despite its rise in popularity. Sigma Male ideologists tend to find representations in media, and one of them being the movie Fight Club. Fight Club, a movie produced by David Fincher on 1999 talks about Jack (Narrator), a white-collar worker who found his corporate and consumerist lifestyle suffocating and had his life turn upside down after engaging a friendship with a charismatic and carefree man, Tyler Durden. Using Roland Barthes' semiotic theory, this research analyzed meanings and symbols of the scenes that portrayed the characteristics of Sigma Male. With a method of qualitative descriptive, 14 scenes were analyzed throughout the movie. Through this research, the result that can be concluded would be the Sigma Male characteristics portrayed in the movie, which is nihilism, detachment from women, and non-conformity.

Peran Media Sosial pada Komunikasi Pemasaran Aplikasi Catch Me Up! Melalui Email News Letter Andriano, Stefanus
Jurnal InterAct Vol. 10 No. 1 (2021): Jurnal InterAct
Publisher : School of Communication - Atma Jaya Catholic University of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/interact.v10i1.2329

Indonesia merupakan salah satu negara di dunia yang mengalami pertumbuhan cukup tinggi terkait penggunaan internet. Kemajuan teknologi ini semakin berperan penting dalam dunia komunikasi. Berdasarkan data dari We Are Social (2020), ada sebanyak 160 juta pengguna media sosial per Januari 2020 atau 59% dari total populasi saat ini. Angka tersebut bertambah (12 juta orang) atau 8,1% dari tahun 2019 ke 2020. Entitas bisnis dalam penelitian ini Catch Me Up! menggunakan perkembangan teknologi dalam upaya komunikasi pemasaran produk mereka, salah satunya adalah melalui media sosial. Media sosial dengan jumlah pengguna cukup besar di Indonesia menjadi salah satu platform menarik untuk melakukan komunikasi pemasaran. Tujuan penelitian untuk meneliti dan mengobservasi penggunaan dan pengelolaan media sosial yang digunakan oleh salah satu layanan email newsletter yang menyasar pembaca dari kamu millennial dan generasi Z yaitu Catch Me Up! Penelitian ini menggunakan metode penelitian kualitatif melalui studi literature dan observasi terhadap pengelolaan komunikasi pemasaran yang disupport oleh pemanfaatan media sosial oleh Catch Me Up! Penelitian menunjukkan dengan dukungan dari pemasaran media sosial, Catch Me Up! berhasil menarik perhatian calon pembaca mereka dari kaum millennial dan generasi Z.

The Analysis of Viewers Reception of Toxic Relationships in Posesif, an Indonesian Film Supriadi , Kezya Bianca; Andriano, Stefanus
Jurnal InterAct Vol. 13 No. 1 (2024): Jurnal InterAct
Publisher : School of Communication - Atma Jaya Catholic University of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/interact.v13i1.5574

The film "Posesif" tells the story of the unhealthy relationships experienced by teenagers. Unhealthy relationships in Indonesia often occur both verbally and physically. The film "Posesif" narrates the relationship between two teenagers that starts sweet and happy but gradually turns into an unhealthy relationship involving physical violence. This research aims to find and analyze the reception of toxic relationships as viewers perceive after watching the film "Posesif". The theories used in this research are mass communication, film, reception analysis, and interpersonal communication. This research employs a descriptive qualitative method using Stuart Hall's reception analysis. This study's data collection techniques included in-depth interviews using semi-structured interviews with seven informants, observation, and document studies. The results of this study indicate that five informants were categorized as dominant-hegemonic, two informants fell into the negotiated position, but no informants were categorized as oppositional positional. According to the informants, the film "Posesif" has successfully represented unhealthy relationships, although some informants felt that the ending of the film "Posesif" was unsatisfactory.

The Role of Social Media in Marketing Communication for Santet Segoro Pitu Film Andriano, Stefanus
Communicare : Journal of Communication Studies Vol. 12 No. 1 (2025): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101012120252

The advancement of internet-based communication technologies has significantly transformed the marketing communication landscape, particularly for businesses aiming to boost sales and profitability. In Indonesia, where internet connectivity has markedly increased, social media has emerged as a crucial tool for marketing efforts. This study investigates how Hitmaker Studios uses these platforms to promote the horror film "Santet Segoro Pitu," focusing primarily on Instagram. By employing qualitative methods such as in-depth interviews and direct observations, the research examines the marketing strategies employed by the studios’ team. Initial findings indicate that well-organized social media content management is essential for driving ticket sales. These insights could provide valuable guidance for the effective use of social media in marketing, offering benefits not only within the entertainment industry but also in other areas. Ultimately, this research emphasizes the importance of creatively integrating marketing communication strategies with social media to enhance overall marketing effectiveness.

The Role of Public Diplomacy the Indonesia Oscar Selection Committee: A Case Study of Indonesia's Film Submission to the Oscars Andriano, Stefanus
Jurnal Pewarta Indonesia Vol 7 No 2 (2025): Jurnal Pewarta Indonesia
Publisher : Persatuan Wartawan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jpi.v7i2.200

This paper aims to explore the question: "How does The Indonesia Oscar Selection Committee (IOSC) contribute to public diplomacy?" Public diplomacy is a widely recognized tool in international relations, used to influence foreign audiences. It involves diplomatic actions taken by both government and non-government actors to advance national interests. Numerous mediums can be employed in public diplomacy, including literature, television, brands, festivals, consumer products, and films. In practice, much of the information about a country often comes from non-state actors, such as Indonesia’s film industry. Ideal public diplomacy requires a collaborative effort between governmental and non-governmental entities (Leonard, 2002). This study examines how the film industry, through the activities of the Indonesia Oscar Selection Committee (IOSC), serves as an instrument of public diplomacy. Using Mark Leonard’s public diplomacy theory, the study employs a qualitative descriptive approach, gathering data through interviews and literature review from both primary and secondary sources. The research offers insights into how IOSC’s activities align with Leonard’s public diplomacy framework, identifying potential gaps between theoretical concepts and real-world practices. Ultimately, the study argues that IOSC has significant potential to promote effective public diplomacy, and it underscores the importance of enhancing collaboration between IOSC and the Indonesian government to optimize IOSC’s role in advancing Indonesia’s international image through cinema.

PEMANFAATAN MEDIA SOSIAL UNTUK KOMUNIKASI PEMASARAN VIRGIN COCONUT OIL (VCO) MASYARAKAT LOMBOK-NUSA TENGGARA BARAT Andriano, Stefanus; Harrison, Alfonso; Jessica, Theodora; Francessa, Cecilia
Jurnal Bakti Masyarakat Indonesia Vol. 6 No. 3 (2023): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v6i3.27076

The Covid-19 pandemic has been going on since 2020 and for two years has dealt a serious blow to the tourism industry in Indonesia. One step taken to increase the number of tourist visits is to set a long-term target which is expected to be achieved by 2024. Certain cultures have been developed to become the main pillars of replacing natural tourism, examples of which are woven cloth craft products produced by the Sasak tribe in Rembitan Village, Central Lombok, as well as Virgin Coconut Oil (VCO) which not only has various benefits, but is also produced directly. by residents of Selamat Village, North Lombok. The main focus in this community service project is to overcome obstacles where community groups in the area have limited knowledge and skills in marketing the products they produce. Based on this context, Titian Foundation partners invited the Community Service Team from the Communication Studies Program at the Indonesian Catholic University Atma Jaya Jakarta to collaborate in holding training on the use of social media and improving skills in using these platforms for marketing communications purposes. Taking place in two locations, two groups of craftsmen in two different villages finally learned about the importance of creating and utilizing social media as a marketing medium for craft products. After the training is complete, the community can regularly implement marketing communication activities to potential consumers through the use of social media under the supervision of the Titian Foundation ABSTRAK Pandemi Covid-19 berlangsung sejak 2020 dan selama dua tahun memberikan pukulan telak bagi dunia industri pariwisata di Indonesia. Satu langkah yang diambil untuk meningkatkan jumlah kunjungan wisatawan adalah menetapkan target jangka panjang yang diharapkan tercapai pada tahun 2024. Beberapa budaya tertentu dikembangkan menjadi pilar utama pengganti pariwisata alam, contoh di antaranya adalah produk kerajinan kain tenun yang dihasilkan oleh suku Sasak di Desa Rembitan-Lombok Tengah, serta Virgin Coconut Oil (VCO) yang tak hanya memiliki beragam manfaat, namun juga diproduksi secara langsung oleh warga Desa Pemenang-Lombok Utara. Fokus utama dalam proyek pengabdian masyarakat ini adalah mengatasi hambatan di mana kelompok masyarakat di daerah tersebut memiliki keterbatasan pengetahuan dan keterampilan dalam memasarkan produk-produk yang mereka hasilkan. Berdasarkan konteks tersebut, mitra Titian Foundation mengajak Tim Pengabdian Masyarakat dari Program Studi Ilmu Komunikasi Universitas Katolik Indonesia Atma Jaya Jakarta untuk bekerjasama dalam menyelenggarakan pelatihan penggunaan media sosial serta meningkatkan keterampilan menggunakan platform tersebut untuk keperluan komunikasi pemasaran. Bertempat di dua lokasi, dua kelompok pengrajin di dua desa berbeda akhirnya belajar mengenai pentingnya membuat dan memanfaatkan media sosial sebagai salah satu media pemasaran produk kerajinan. Setelah pelatihan selesai masyarakat bisa secara reguler menerapkan sebuah aktivitas komunikasi pemasaran kepada para calon konsumennya melalui pemanfaatan media sosial dibawah pengawasan Titian Foundation.

INTERPRETATION OF BEAUTY PRIVILEGE IN FILM (CASE STUDY OF RECEPTION ANALYSIS OF THE “BACKSTAGE” FILM) Jocelyn, Jocelyn; Andriano, Stefanus; Hardika Widi Satria, Hardika Widi Satria
Jurnal Vokasi Indonesia Vol. 12, No. 1
Publisher : UI Scholars Hub

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

The "Backstage" film is an Indonesian film that addresses the issue of beauty privilege wrapped in a drama genre. Beauty privilege often occurs in Indonesia, creating injustices in society. This film tells the story of two siblings pursuing their careers, but injustice occurs in terms of popularity due to the differences in appearance between Sandra and Elsa. The problem lies in the difference in treatment they receive based on their conformity to beauty standards. This study aims is to understand and analyze the meaning of beauty privilege as perceived by the audience after watching the film "Backstage". The theories used in this study are mass media theory, film theory, and reception analysis. This study employs a descriptive qualitative method using Stuart Hall's reception analysis. The data collection techniques used in this study are semi-structured interviews with five informants and observations. The research results indicate that four informants are categorized in the dominant-hegemonic position, one informant in the negotiated position, and no informants are categorized in the oppositional position. According to the informants, the "Backstage" film has well-represented the issue of beauty privilege, but one informant felt that the film's plot is still difficult to understand.

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