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All Journal Jurnal Darma Agung Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Social Research Glosains: Jurnal Sains Global Indonesia
La Mani
Universitas Bina Nusantara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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INFLUENCE OF INDONESIAN PRODUCT PLACEMENT IN KOREAN DRAMA SERIES TO BUY INTEREST THROUGH BRAND FAMILIARITY AS A MEDIATOR Ribka Xena Sitorus; La Mani; Diyandra Oktiano; Yuanita Amalia
JURNAL DARMA AGUNG Vol 31 No 1 (2023): FEBRUARI
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Darma Agung (LPPM_UDA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46930/ojsuda.v31i1.3147

Abstract

Purpose: This study was to determine the effect of Kopiko product placement in Vincenzo's Korean drama on buying interest through Kopiko brand familiarity with Indonesian audiences. Research design, Data, and Methodology: This study uses quantitative shared in the chat group Open Chat Line Song Joong Ki. This study was conducted through a questionnaire using google form which was sent to 181 respondents who were members of the open chat Line group Song Joong Ki fans who were domiciled in DKI Jakarta. Results: The results of the study stated that there is a positive and significant influence between product placement and interest in buying through brand familiarity as a mediating variable. Conclusion: Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable.Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable. The presence of Kopiko in the Korean drama series can foster buying interest in these local candy products to Korean drama audiences in Indonesia. For marketers of Indonesian products, this research can be a reference for companies to start marketing their products indirectly through product placement strategies in Korean drama series. Product placement in Korean drama series is generally not done blatantly, this makes the advertised products do not interfere with the storyline of the drama series but still make an impression on the audience.
INCLUSIVE COMMUNICATION STRATEGIES IN EQUALITY CAMPAIGNS FOR THE DEAF COMMUNITY: A CASE STUDY OF THE SUNYI BERMAKNA COMMUNITY IN EAST KUTAI REGENCY, EAST KALIMANTAN, INDONESIA Handi Wijaya; La Mani
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19238165

Abstract

This study aims to analyze the inclusive communication strategies used by the Sunyi Bermakna (Meaningful Silence) community in campaigning for equality for the deaf in East Kutai. Using a qualitative case study approach, the research explores the practice of inclusive communication through in-depth interviews, observation, and document analysis. The findings show that Sunyi Bermakna utilizes sign language, visual media, social campaigns, and digital platforms to disseminate messages of equality. These strategies not only raise public awareness but also strengthen the position of the deaf community within an inclusive social environment. This study emphasizes the importance of inclusive communication in community public relations to foster understanding, reduce marginalization, and encourage social change.
Cultural Communication Strategy of The Tali Jagat Brand to Connect with The Local Community Farah Syah Sa'diyyah; Irmawan Rahyadi; La Mani; Muhammad Aras
Journal of Social Research Vol. 5 No. 11 (2026): Journal of Social Research (Issue in Progres)
Publisher : International Journal Labs (AHU-0028405-AH.01.14 Tahun 2022)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i11.3493

Abstract

Cultural diversity plays an important role in shaping social identity and community relationships in Indonesia. Within this context, kretek is viewed not only as a commercial product but also as part of cultural heritage, local traditions, and social interactions. However, shifts in consumer behavior and the increasing influence of global culture have challenged traditional brands in maintaining their cultural relevance, particularly among younger generations. This study aimed to examine the cultural communication strategies implemented by the Tali Jagat brand through the Kretek Unites Indonesians campaign to build relationships with local communities. This study employed a qualitative case study approach using an embedded single-case design. Data were collected through semi-structured interviews with 12 participants, document analysis of campaign materials, and participant observation at community-based cultural events in East Java. The findings revealed three main strategies: the integration of local cultural values, community engagement as a relationship-building mechanism, and hyperlocal communication practices adapted to regional identities. The results indicated that Tali Jagat used cultural narratives, collective experiences, and community participation to strengthen brand authenticity and foster emotional connections with its audiences. The study concluded that cultural communication extended beyond promotional activities and functioned as a strategic approach to developing sustainable relationships between brands and local communities through shared cultural meanings and participatory experiences.
Marketing Innovation: An In-Depth Analysis of Leading Noodle Restaurant Brands Clarisa Izdiharjati; Virienia Puspita; Andina Tazkiya Nurlibna; Arum Dyah Restiani; La Mani
Glosains: Jurnal Sains Global Indonesia Vol. 7 No. 4 (2026): Glosains: Jurnal Sains Global Indonesia
Publisher : Sekolah Tinggi Agama Islam Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59784/glosains.v7i4.923

Abstract

Background: The food industry in Indonesia has experienced rapid growth, with the noodle restaurant segment becoming increasingly competitive and innovative. The proliferation of noodle restaurant brands, each employing distinct marketing strategies, creates a need to understand how leading brands differentiate themselves in the marketplace. Objective: This study analyzes the marketing strategies applied by three leading Indonesian noodle restaurant brands, Mie Gacoan, Golden Lamian, and Bakmi Gajah Mada, using SWOT analysis, Segmentation-Targeting-Positioning (STP) analysis, and the 7P marketing mix. Methods: The analysis covers positioning, promotion, distribution, and other relevant marketing aspects to reveal each brand’s distinctive selling points. Using secondary data drawn from official brand websites, social media, marketing campaigns, and customer reviews, this qualitative comparative study evaluates how these frameworks are applied within a highly competitive segment of the food industry. Results: The findings show that each brand pursues a different strategic orientation: Mie Gacoan competes on affordability and a spice-driven experience for younger consumers, Golden Lamian emphasizes premium quality and authenticity for the upper-middle class, while Bakmi Gajah Mada leverages cultural heritage and nostalgia to build customer loyalty. Conclusion: The results illustrate the competitive landscape as of early 2026 of Indonesia’s noodle restaurant market and provide insight into how these marketing techniques align with consumer expectations and brand objectives.
Co-Authors Andina Tazkiya Nurlibna Arum Dyah Restiani Clarisa Izdiharjati Diyandra Oktiano Farah Syah Sa'diyyah Handi Wijaya Irmawan Rahyadi Muhammad Aras Ribka Xena Sitorus Virienia Puspita Yuanita Amalia