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All Journal Jurnal Ilmu Komunikasi Jurnal Studi Komunikasi Bricolage : Jurnal Magister Ilmu Komunikasi Journal La Sociale Jurnal Riset Jurnalistik dan Media Digital Mediator: Jurnal Komunikasi
Agustinus Rusdianto Berto, Agustinus Rusdianto
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences Other

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Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif Wahyu, Anabel Yevina Mulyadi; Berto, Agustinus Rusdianto; Murwani, Endah
Jurnal Studi Komunikasi Vol. 6 No. 2 (2022)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v6i2.4928

Abstract

The Ministry of Tourism and Creative Economy (Kemenparekraf) of the Republic of Indonesia is aggressively promoting tourist destinations with various policies after confirmed cases of Covid-19 decreased. Efforts to promote tourist destinations are created a positive image of Indonesian tourism destinations. The promotional video used storytelling techniques from Bali and Lake Toba, two Indonesian tourist destinations. This study aimed to determine the effect of the Ministry of Tourism and Creative Economy's tourism promotion videos using storytelling techniques on the image of the destination, mediated by brand experience. This study uses a quantitative approach with experimental research methods. The results of this study indicate that the storytelling in The Heart Beat of Toba (53.4%) and Earth Revitalisation (22.5%) videos influences the image of the destination mediated by brand experience.
The Effect of Using Storytelling on Destination Image Is Influenced By Experience Berto, Agustinus Rusdianto; Putranto, Teguh Dwi; Wahyu, Anabel Yevina Mulyadi; Kurniawan, Bondan Kartiko
Mediator: Jurnal Komunikasi Vol. 16 No. 2 (2023): Mediator: Jurnal Komunikasi
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v16i2.2162

Abstract

There are still debris of anxiety due to the fatality of the Covid-19 Pandemic which has affected the effect of the tourist experience on the image of the destination of Bali (destination image). This study aims to evaluate the effectiveness of story-telling content on the image of a Bali destination which is mediated by tourist experience or travel experiences in these promotional videos. For this reason, this study tested the theoretical hypothesis of the Elaboration Likelihood Model (ELM) based on the causality relationship between the peripheral route (story-telling variable) and the central route (tourist experience variable) to audience attitudes (destination image variable). In order to achieve this explanatory goal, the researcher uses an experimental method on tourists who have never visited or have visited Bali. The collected data is then tested statistically using path analysis to find the most appropriate causality route model. The results of this study indicate that storytelling does not completely affect the image of the destination but is also influenced by elements of the tourist experience.
Analisis Isi Pelanggaran Etika Artikel Produk Kesehatan di Apotek Online Medicastore.com Manalang, Archie Rafael; Berto, Agustinus Rusdianto; Utoyo, Arsa Widitiarsa
Jurnal Riset Jurnalistik dan Media Digital Volume 4, No. 1, Juli 2024 Jurnal Riset Jurnalistik dan Media Digital (JRJMD)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrjmd.v4i1.4012

Abstract

Abstrak. Apotek online Medicastore.com rutin menerbitkan artikel tentang kesehatan dan produk kesehatan untuk meningkatkan performa di mesin pencari, jumlah kunjungan, dan minat pembeli. Penelitian ini menganalisis artikel yang diterbitkan sepanjang tahun 2022 berdasarkan Etika Pariwara Indonesia dan Kode Etik Usaha Farmasi (KEU Farmasi) Indonesia terkait promosi digital. Hasilnya menunjukkan bahwa Medicastore patuh dalam hal tidak mengeksploitasi ketakutan, tidak menggunakan diagnosis yang tidak pasti, dan tidak membuat klaim manipulatif. Mereka juga konsisten menyediakan informasi lengkap terkait produk kesehatan. Namun, ditemukan kelemahan seperti tingginya pembuatan janji yang belum terjamin, kurangnya klaim yang sesuai dengan Kriteria Umum KEU Farmasi, kurangnya dukungan atau bantahan terhadap klaim yang dinyatakan, dan kurangnya bukti yang berbimbang. Abstract. The online pharmacy Medicastore.com regularly publishes articles about health and health products to improve search engine performance, visitor numbers, and buyer interest. This study analyzes articles published throughout 2022 based on the Indonesian Advertising Ethics and the Indonesian Pharmaceutical Business Code of Ethics (KEU Farmasi) related to digital promotion. The results show that Medicastore complies well by not exploiting fear, not using uncertain diagnoses, and not making manipulative claims. They also consistently provide complete mandatory information regarding the health products discussed. However, there are weaknesses such as the high frequency of unguaranteed promises, the lack of claims that meet the General Criteria of the KEU Farmasi, insufficient support or rebuttals for the claims made, and a lack of weighted evidence.
The Indirect Comparison of Brand Image Perception of Share a Coke with Campaign Tanasyah, Yacub; Berto, Agustinus Rusdianto; Murwani, Endah
Journal La Sociale Vol. 6 No. 1 (2025): Journal La Sociale
Publisher : Borong Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journal-la-sociale.v6i1.1554

Abstract

The success of the marketing campaign of “Share a Coke With” has been globally known as one of the personalized campaigns with some popular individual names. This act of corporate communication has made the Coca-Cola Company even stronger as a multinational company. The usage of individual names has created a stronger bond between the brand and the audience. This qualitative research examines to what extend the brand image of Coca-Cola has affected the perception of its audience as it will have the implications of the economic and the social effects to the brand. The qualitative approach is used through the content analysis technique to some residents who were born and raised in Surabaya as of 2024, with 6 participants participating by the purposive sampling. This research examines the brand image by its favourability, strength, and uniqueness associated to Coca-Cola as a brand. Results has indicated a significant influence to the brand image and the personalized campaign. This research has underscored the importance in building consumer relations, strengthening the marketing strategy, and shaping brand image in a more complex world full of messages.
Live streaming commerce as communication media at Social Bread Dinansyah, Fakhriy; Susilo, Daniel; Berto, Agustinus Rusdianto
Bricolage : Jurnal Magister Ilmu Komunikasi Vol 10, No 1 (2024): Accredited by Kemenristekdikti RI SK No.152/E/KPT/2023
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bricolage.v10i1.4999

Abstract

Live streaming commerce is the most up-to-date promotional tool connecting sellers and buyers. Social Bread utilizes this phenomenon as an institution that provides services for businesses to optimize product sales through the live-stream commerce method. Social Bread is a medium that bridges the buying and selling process. Much research on similar topics has been conducted, especially from China and the United States. However, little has been done in Indonesia, even though Indonesian businesses and society widely use this feature. This research aims to determine how live-streaming commerce is implemented and how the institution implementing live-streaming commerce becomes a communication medium for conveying messages to the audience. This research uses a qualitative case study methodology through interview techniques with the CEO, VP Operations, and Streamer from Social Bread. As a result, live streaming commerce embodies the Communicator – Medium – Communicator communication process, namely the business represented by the Streamer as the Communicator, an online shopping platform with live streaming features mediated by Social Bread as the medium, and the audience as the Communicant. The process of preparing live-stream commerce on Social Bread starts from implementing the client's brief by the Streamer to get the predicted results: increasing sales from live streaming. The consumers' cognitive responses previously in the audience are recorded, and a report is made to be presented to the client as evaluation material.
Sociocultural Information Gap in the Dive Tourism Industry: Evidence from Komodo National Park Berto, Agustinus Rusdianto; Murwani, Endah
Jurnal Ilmu Komunikasi Vol 20 No 1 (2022)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v20i1.5062

Abstract

Through the perspective of partnership for Sustainable Development Goals (SDGs 17th), this study aims to identify and describe the information gaps among stakeholders of the dive tourism industry of Komodo National Park as one of the super-priority tourism destinations in Indonesia. Researchers studied documents, performed field observation, and conducted in-depth interviews with 20 stakeholders. Qualitative content analysis revealed several notable findings. First, the information gaps among stakeholders are generally linked to knowledge disparity about tourism-technical and local sociocultural issues. Sociocultural information, particularly on environment preservation issues, shows the tendency to predominate everyday discourse rather than tourism technical information. Second, the foreigner community appears to be better than local stakeholders at mastering the sociocultural information discourse, particularly in terms of collaboration on environment preservation information. Further studies are needed to examine the interaction among actors predominating the sociocultural information management and their strategies to collaborate in maximizing the role of Destination Management Organization-Destination Governance (DMO-DG).
Co-Authors Arsa Widitiarsa Utoyo Dinansyah, Fakhriy Endah Murwani, Endah Kurniawan, Bondan Kartiko Manalang, Archie Rafael Putranto, Teguh Dwi Susilo, Daniel Tanasyah, Yacub Wahyu, Anabel Yevina Mulyadi