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All Journal Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Representamen Aptisi Transactions on Technopreneurship (ATT) Prospect: Jurnal Pemberdayaan Masyarakat Dharma Sevanam : Jurnal Pengabdian Masyarakat Jurnal Komunikasi Massa
Novita Haryono
Universitas Sebelas Maret
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Peranan Peer Group Story-telling dalam Membangun Brand Awareness Usaha Makanan Lokal di Kota Surakarta Haryono, Novita; Ayu, Aulia Suminar; Priliantini, Anjang
Jurnal Representamen Vol 7 No 02 (2021): Jurnal Representamen Volume 7 No 02 Oktober 2021
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (172.567 KB) | DOI: 10.30996/representamen.v7i02.5728

Abstract

Sepanjang pandemi ini ada peningkatan sebanyak 47%-53% pebisnis makanan baru yang bergabung melalui layanan penyedia jasa pengantaran makanan online. Peningkatan jumlah yang cukup signifikan terhadap pelaku bisnis makanan ini, maka persaingan para pelaku bisnis makanan untuk dikenal di masyarakat menjadi semakin berat. Dibutuhkan brand awareness di mata masyarakat yang menjadi konsumen harus semakin diperhatikan dengan cermat. Brand menggunakan storytelling untuk membangun kesan positif brand dibenak konsumen sehingga berpotensi menggerakkan konsumen untuk melakukan pembelian produk. Tujuan penelitian ini untuk mengetahui peranan storytelling dari lingkup pertemanan konsumen yang diceritakan melalui akun sosial media seseorang dalam membangun brand awareness brand makanan lokal yang baru muncul. Secara khusus dalam penelitian ini akan melihat pengaruh narasi pesan, distribusi pesan, dan kredibilitas komunikator dalam membangun brand awareness melalui sosial media story telling. Penelitian ini diharapkan memberikan masukan untuk pelaku bisnis makanan terutama untuk brand yang baru berdiri dan praktisi marketing communication dalam menentukan strategi komunikasi untuk mendekati konsumen.Kata Kunci : Brand Awareness, Storytelling, Sosial Media, Peer Group, Komunikasi pemasaran
The Role of Outdoor Media and "Solo Berseri" Magazine in Enhancing the Effectiveness of Surakarta Municipal Program Promotion Aulia Suminar Ayu; Novita Haryono; Sri Hastjarjo; Andrine Prima Afneta Arzil; Widyantoro
Aptisi Transactions On Technopreneurship (ATT) Vol 5 No 1Sp (2023): Special Issue: Technopreneurship Driving Change in the Nation's Future Leadersh
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v5i1Sp.315

Abstract

This study aimed to provide input and evaluation for the Surakarta City Communication, Information, Statistics, and Encryption Service in measuring the effectiveness of their information dissemination work programs. Conducted as a descriptive quantitative research with a sample size of N = 30, the study assessed the media consumption patterns of Surakarta City residents and the affordability of the promotional media used by the Solo City Government. The findings of this study revealed that the magazine "Solo Berseri" possesses sufficient attractiveness and informational value, meeting the gratification needs of its readers. However, the limited accessibility of this magazine hampers its effectiveness as a promotional medium. These results emphasize the importance of ensuring accessibility and distribution channels for promotional materials. Addressing the limited accessibility of "Solo Berseri" would enhance its impact as a promotional medium for the Solo City Government. Additionally, the findings suggest that the strategic placement of billboards can effectively reach the target audience and disseminate important information. Based on these findings, recommendations can be made for the Surakarta City Communication, Information, Statistics, and Encryption Service to improve their information dissemination strategies. Implementing measures to increase the accessibility of "Solo Berseri" and exploring additional affordable promotional media channels could enhance the effectiveness of their communication efforts. By incorporating these suggestions, the Surakarta City Government can enhance their communication efforts and ensure that important information reaches and resonates with the residents effectively
Workshop Pilah Sampah Sebagai Kampanye Peningkatan Kesadaran Lingkungan Bersama Rapel Solo Raya Haryono, Novita; Arzil, Andrine Prima Afneta; Suminar Ayu, Aulia; Hastjarjo, Sri; Widyantoro, Widyantoro; Arifin, Hamid; Pawito, Pawito
Adi Widya : Jurnal Pengabdian Masyarakat Vol 8 No 1 (2024): Adi Widya: Jurnal Pengabdian Masyarakat
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33061/awpm.v8i1.8142

Abstract

The community has the right to get a clean, beautiful, comfortable and healthy environment; get cleaning services; utilizing and processing waste; actively participate in waste management activities; and obtain information from local governments and/or other parties that are directly related to the sustainability of life related to waste. This right has direct implications for the community's obligations regarding the management of household waste and/or similar household waste by being obliged to reduce and/or handle waste in an environmentally sound manner. Unfortunately, the handling of environmentally sound waste has not gone well due to inadequate facilities, enforcement of regulations, and low awareness of the community itself. PT. Wahana Anugerah Energi has developed a waste collection and transportation system using a smartphone application called Rapel. Rapel campaigns for sustainable waste management in households. Currently, Rapel provides garbage pick-up services, especially for recycled waste. However, the problems faced include: wide community reach but with Human Resources (HR) PT. The Wahana Anugerah Energi (Rapel Surakarta) is limited, facilities and infrastructure for the ongoing development of understanding of waste management for the community are not sufficient, the application of Rapel is not yet known by the people of Surakarta. overcome, the lack of public awareness of Surakarta City regarding waste management, lack of cooperation and coordination with agencies related to waste problems so that Rapel technology has not received public knowledge, Surakarta people do not know about data integration related to environmental information. From this problem, we design a social marketing communication program so that Rapel Indonesia's goal of encouraging people to sort household waste can be achieved. To achieve this, we design a waste sorting workshop by presenting credible sources such as Lyfe With Less Representative and Rapel Indonesia Manager. Keywords: Waste Management, Education, Society, Technology, Surakarta
Empowering the Young Generation with Financial Literacy Abisono, Firya Qurratu'ain; Sri Hastjarjo; Novita Haryono; Aulia Suminar Ayu; Andrine Prima Afneta Arzil; Diah Kusumawati; Pawito; Hamid Arifin
Prospect: Jurnal Pemberdayaan Masyarakat Vol. 4 No. 1 (2025): Januari 2025
Publisher : Prospect Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55381/jpm.v4i1.207

Abstract

Many young people adhere to the principle of YOLO or You Only Live Once, so this is a reason to use personal finances for self-reward or to buy everything they like, especially when they start to have their income. In connection with this situation, Bank Indonesia as the Central Bank has a mission to help increase the financial market deepening to strengthen the effectiveness of Bank Indonesia policies and support national economic financing. Bank Indonesia also wants to create an Indonesian society with a better understanding of financial literacy amidst the increasing enthusiasm of the younger generation to start investing but does not yet have adequate financial investment literacy. From this perspective, our Group Research helps with communication strategy issues related to financial literacy for the younger generation so that the information provided can be disseminated to the right targets and in a way that is easily accepted. Targeting the young generation aged 21-35 years, we held a workshop with the title Financial Literacy: Young, Smart, and Safe in Transactions and Investing as a communication strategy for public literacy to correctly recognize and understand the forms of investment and banking products that suit their character.
Penguatan Kapasitas Pemasaran Online bagi Pelaku UMKM Pemustaka di Kota Magelang Provinsi Jawa Tengah Hastjarjo, Sri; Ayu, Aulia Suminar; Haryono, Novita; Arzil, Andrine Prima Afneta; Abisono, Firya Qurratu'ain; Pawito, Pawito; Haryanto, Haryanto; Arifin, Hamid; Kusumawati, Diah
Dharma Sevanam : Jurnal Pengabdian Masyarakat Vol 4 No 2 (2025): Desember 2025
Publisher : IAHN Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/sjpkm.v4i2.2676

Abstract

This article discusses an online marketing training program for Micro, Small, and Medium Enterprises (MSMEs) who are also library users in Magelang City. The program was part of a community service initiative by Universitas Sebelas Maret in collaboration with the Library and Archives Office of Magelang City. The background of the program is the low level of digital literacy and online marketing skills among MSME actors, which limits their market reach and product competitiveness. The one-day workshop adopted a hands-on practice approach with practical materials, including basic strategies for digital marketing through social media, optimization of Instagram and WhatsApp Business platforms, and the creation of engaging and effective promotional content. A key framework introduced was the "3K" strategy: Know your market, Consistent branding, and Active communication. Evaluation results showed significant improvements in participants’ understanding and skills in digital marketing. Moreover, the training reinforced the role of public libraries as centers of productive literacy, bridging access to information with community economic empowerment. This activity demonstrates that synergy between academic institutions, local government, and MSME communities can foster inclusive training models that are responsive to the real needs of small businesses in the digital era.
Pengaruh Intensitas, Motif, dan Kredibilitas Komunikator terhadap Kepuasan Menonton Youtube "Nihongo Mantappu" Muthia Alya Rahmawati; Novita Haryono
Jurnal Komunikasi Massa Vol 18, No 1 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 1 Juni 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i1.106987

Abstract

In 2023, YouTube, with 2.52 billion users, became a popular video platform, with travel vlogs such as Wasedaboys Japan Trip from Jerome Polin on the "Nihongo Mantappu" channel, which reached 10.5 million subscribers. These videos received positive comments regarding its content, as well as various viewer motives for watching, such as stress relief or seeking new information, as shown in the We Are Social Indonesia (2024) study, which highlights different viewer motives in consuming YouTube content. This study aims to analyze the effect of viewing intensity, viewing motives, and communicator credibility on viewer satisfaction using the Uses and Gratification Theory. This research uses a quantitative method with data collection through surveys. The sample consisted of 100 respondents who are subscribers of the "Nihongo Mantappu" channel, selected using nonprobability sampling techniques. The data obtained was analyzed using SPSS. The results showed that viewing intensity (X1) had no significant effect on viewing satisfaction (Y) as the significance level was 0.492 > 0.05, while viewing motives (X2) and communicator credibility (X3) had a significant effect on viewing satisfaction with a significance level of 0.000 < 0.05. The largest influence was found in the viewing motives variable, with an influence value of 65.4%. Simultaneously, all independent variables (X1, X2, X3) had an effect on viewing satisfaction (Y) of 87.2%, while 12.8% was influenced by other factors not identified in this study.
Pengaruh Daya Tarik Iklan, Brand Image, dan Emotional Branding Terhadap Loyalitas Konsumen (Studi Pada Followers Akun Instagram @rucas.co) Kharisma Agustia Intan Permatasari1; Novita Haryono
Jurnal Komunikasi Massa Vol 18, No 2 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 2 Desember 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i2.115342

Abstract

The rapid advancement of social media in Indonesia has brought new opportunities for marketing communication, while also demanding different strategies to ensure messages are delivered effectively. As a platform with over 100 million active users, Instagram has become a potential medium for building consumer loyalty in the digital era. RUCAS.CO, as a local fashion brand, utilizes a unique differentiation strategy by featuring non-conventional talents such as scavengers, parking attendants, street musicians, and even punks, to build advertising appeal, brand image, and emotional branding. The uniqueness of this strategy, which has never been studied in local fashion brands, prompted the researcher to analyze the influence of these three variables on consumer loyalty among followers of the @rucas.co Instagram account. This research employs the Stimulus-Organism-Response (S-O-R) theoretical framework proposed by Carl Hovland to explain how advertising appeal, brand image, and emotional branding function as stimuli that influence consumer perceptions before generating a loyalty response. The study uses a quantitative approach, with multiple linear regression analysis conducted on 100 respondents selected through purposive sampling—those who have followed the account for at least three months and have purchased a product. Data was collected through an online questionnaire using a 1–5 Likert scale, and tested for validity and reliability with SPSS software. The findings indicate that advertising appeal, brand image, and emotional branding each significantly influence consumer loyalty. Simultaneously, these three variables have a significant effect and are able to explain 59.1% of the variation in consumer loyalty. Brand image has the highest coefficient (0.412), followed by advertising appeal (0.329), and emotional branding (0.281). These results affirm that a combination of attractive advertisements, a strong brand image, and emotional bonds effectively build customer loyalty through social media.
Patriarki Dalam Iklan Rabbani: Analisi Wacana Kritis Pada Iklan Rabbani Di Instagram Aflakha Tazakka Susanto; Novita Haryono
Jurnal Komunikasi Massa Vol 17, No 2 (2024): Jurnal Komunikasi Massa Volume 17 Nomor 2 Desember 2024
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v17i2.95629

Abstract

In addition to its economic functions, advertising serves as a space where meanings about the reality of the world are constructed and formed, thus carrying hidden messages. The Rabbani ads on Instagram caught the attention of researchers because they target a female audience but portray women in a patriarchal cultural context that is detrimental to women. This study aims to understand how Rabbani ads construct patriarchal cultural practices. The method used in this research is a qualitative study that employs Norman Fairclough's critical discourse analysis model, which consists of three stages: the descriptive text stage, where discourse is viewed from the text; the interpretive stage, where discourse is seen as a discursive practice; and the explanatory stage, where discourse is seen as a sociocultural practice. In analyzing the Rabbani ads, the researcher also referred to Nancy Hartsock's Standpoint Feminism theory. The data collection technique used is a literature study and an interview. The study reveals that at the textual level, Rabbani ads contain patriarchal discourse. This patriarchal discourse is shown through stereotypical and subordinative portrayals of women's roles and characters. At the discursive practice level, the Rabbani ad producers construct women with controversial and relevant content to increase the popularity of the products offered. From the consumer's perspective, the audience's interpretation is generally the same as the researcher's analysis of the text. At the sociocultural level, the target market character and gender ideology influence how Rabbani constructs women in its ads. The results of this study are expected to make advertisers more aware and sensitive to gender issues in their surroundings, as they have the power through media to create and sustain values in society.
Co-Authors Aflakha Tazakka Susanto Andrine Prima Afneta Arzil Andrine Prima Afneta Arzil Anjang Priliantini, Anjang Arifin, Hamid Arzil, Andrine Prima Afneta Aulia Suminar Ayu Aulia Suminar Ayu Ayu, Aulia Suminar Daniel Happy Putra Diah Kusumawati Diah Kusumawati, Diah Firya Qurratu’ain Abisono Hamid Arifin Haryanto Haryanto Hastjarjo, Sri Kharisma Agustia Intan Permatasari1 Muthia Alya Rahmawati Pawito Pawito Pawito Sri Hastjarjo Suminar Ayu, Aulia Widyantoro