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Komunikasi Pemasaran dan Brand Awareness Makanan Ringan (Studi Kasus Pada Perusahaan Tem.Peh) Jonathan, Richelle; Oktavianti, Roswita
Prologia Vol. 8 No. 1 (2024): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v8i1.21564

Tem.Peh is a local company focused on the field of snacks. In running the company since 2018, Tem.Peh has implemented marketing communications as a means of disseminating information and their values. This marketing communication is carried out through several ways that have been designed beforehand to build brand awareness such as advertising, sales promotion, personal selling, public relations, and direct marketing. As a local company, Tem.Peh needs to build and maintain their brand awareness in order to be remembered and trusted by consumers. The purpose of this research is to explain the marketing communication used by Tem.Peh company to build their brand awareness. Researcher used a qualitative method and case study method. Researcher obtained data through in –depth interviews, non-participant observation, and documentation. Interviews were conducted with the two Tem.Peh owners to find out in-depth information about Tem.Peh. Meanwhile, observations is done by observing data and information from the observation processthat researchers do. Marketing communication through the five promotional mixes carried out by a snack food company is in line with the company’s own brand awareness development process. Marketing communication not only build brand awareness but also become ways and strategies to maintain brand awareness. Tem.Peh merupakan sebuah perusahaan lokal yang bergerak di bidang makanan ringan. Dalam menjalankan perusahaannya sejak 2018, Tem.Peh menerapkan komunikasi pemasaran sebagai sarana penyebaran informasi dan nilai-nilai yang mereka miliki. Komunikasi pemasaran ini dilakukan melalui beberapa cara yang telah dirancang sebelumnya untuk membangun brand awareness seperti periklanan, promosi penjualan, penjualan personal, hubungan masyarakat, dan pemasaran langsung. Sebagai perusahaan lokal, Tem.Peh perlu untuk membangun dan mempertahankan brand awareness agar dapat terus diingat dan dipercaya oleh konsumen. Tujuan dari penelitian ini adalah untuk menjelaskan komunikasi pemasaran yang dilakukan perusahaan Tem.Peh untuk membangun brand awareness. Peneliti menggunakan pendekatan kualitatif dan metode studi kasus. Peneliti memperoleh data melalui wawancara mendalam, observasi non partisipan, dan dokumentasi. Wawancara dilakukan bersama kedua pemilik Tem.Peh untuk mengetahui informasi mendalam mengenai Tem.Peh. Sementara itu observasi dilakukan dengan mengamati dan menganalisa data dan informasi dari proses pengamatan yang peneliti lakukan. Komunikasi pemasaran melalui lima bauran promosi yang dilakukan oleh sebuah perusahaan makanan ringan sejalan dengan proses pembangunan brand awareness perusahaan itu sendiri. Komunikasi pemasaran bukan hanya membangun brand awareness tetapi juga menjadi cara dan strategi untuk mempertahankan brand awareness tersebut.

Gaya Komunikasi Pimpinan dalam Memotivasi Karyawan di Perusahaan Consumer Goods Ni, Chien; Oktavianti, Roswita
Koneksi Vol. 7 No. 1 (2023): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v7i1.21365

A company or organization needs a leader who is responsible for work motivation and employee performance. The right communication style will motivate someone to be able to excel, whether the employee is successful or not at work. PT XYZ is a consumer goods company that pays great attention to maintaining the motivation of its employees. This study uses several theories, namely communication theory, organizational communication, leadership communication style and motivation. This research uses a descriptive method. To complete this research, conducted in-depth interviews with three informants, namely the CEO of the learning & development division, the head of managerial leadership development and the head of functional development. And also the researcher conducted cross-interviews with triangulation of sources who were subordinates to the informants. This research concludes that the communication style applied in the Learning & Development Division of PT XYZ is a decentralized and democratic style. This communication style leads to The Equalitarian Style. Leaders in this division provide opportunities for every employee to express ideas and opinions in a relaxed manner. Suatu perusahaan atau organisasi membutuhkan seorang pemimpin yang bertanggung jawab dalam memberikan motivasi kerja dan menilai kinerja karyawan. Gaya komunikasi yang tepat akan memotivasi seseorang untuk dapat berprestasi, dan menentukan keberhasilan karyawan dalam bekerja. PT XYZ merupakan salah satu perusahaan consumer goods yang memiliki atensi tinggi dalam menjaga motivasi kayawannya. Penelitian ini menggunakan teori komunikasi, komunikasi organisasi, gaya komunikasi pimpinan dan motivasi. Penelitian ini merupakan metode penelitian deskriptif. Peneliti melakukan wawancara mandalam kepada tiga narasumber yaitu CEO divisi learning & development, head of managerial leadership development, dan head of functional development. Peneliti melakukan wawancara silang dengan triangulasi sumber yang merupakan bawahan dari narasumber tersebut. Penelitian ini disimpulkan bahwa gaya komunikasi yang diterapkan di Divisi Learning & development PT XYZ adalah gaya desentralisasi dan demokrasi. Gaya komunikasi ini mengarah pada The Equalitarian Style. Pimpinan dalam divisi ini memberikan kesempatan kepada setiap karyawan dapat mengungkapkan ide dan pendapat secara rileks.

Komunikasi Antarbudaya dalam Proses Adaptasi Turis Asing di Pulau Bali, Indonesia Aprillia, Widya; Oktavianti, Roswita
Koneksi Vol. 8 No. 1 (2024): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v8i1.21644

Culture shock is a common problem in intercultural communication or cultural differences. This also happens to tourists in Bali, Indonesia, one of the favourite destination islands for local and foreign tourists. Foreign tourists visiting Bali Island will initially experience discomfort with the environment due to different cultural backgrounds, especially Bali, which has powerful customs. Foreign tourists must make cultural adaptations to understand and accept new cultural values. This research wants to know the self-adjustment process of foreign tourists in dealing with culture shock on the island of Bali and the obstacles experienced during the adjustment process. This research uses a descriptive approach with primary and secondary data sources in the form of interviews, observation and documentation. Interviews were conducted with foreign tourists living on the island of Bali. Observations were made by going to the field and directly observing tourist interactions with residents. This research shows that each tourist experiences five stages of cultural adaptation: planning, frustration, honeymoon, readjustment, and resolution. Foreign travellers have a different adjustment process at each stage, depending on the country of origin. Culture shock usually occurs during the frustration phase, where travellers have to adapt to the language, food tastes, weather conditions, cost of living, and homesickness. Gegar budaya atau culture shock merupakan masalah umum dalam komunikasi antarbudaya atau perbedaan budaya. Hal ini juga terjadi pada wisatawan di Pulau Bali, Indonesia, sebagai salah satu pulau destinasi favorit turis lokal maupun mancanegara. Wisatawan luar negeri yang mengunjungi Pulau Bali, awalnya akan mengalami ketidaknyamanan terhadap lingkungan karena latar belakang budaya yang berbeda, terlebih Bali memiliki adat istiadat yang sangat kuat. Wisatawan mancanegara perlu melakukan adaptasi budaya untuk memahami dan menerima nilai-nilai budaya baru. Penelitian ini ingin mengetahui proses penyesuaian diri wisatawan mancanegara dalam menghadapi gegar budaya di pulau Bali dan kendala yang dialami selama proses penyesuaian tersebut. Penelitian ini menggunakan pendekatan deskriptif dengan sumber data primer dan sekunder berupa wawancara, observasi dan dokumentasi. Wawancara dilakukan dengan wisatawan mancanegara yang tinggal di Pulau Bali. Sementara observasi dilakukan dengan cara turun ke lapangan dan melakukan pengamatan langsung terhadap interaksi turis dengan penduduk setempat. Penelitian ini menunjukkan bahwa masing-masing wisatawan mengalami lima tahap adaptasi budaya yaitu fase perencanaan, frustrasi, bulan madu, penyesuaian, dan resolusi. Wisatawan mancanegara memiliki proses penyesuaian yang berbeda pada setiap tahapnya, tergantung pada negara asal. Gegar budaya atau culture shock biasanya muncul pada fase frustrasi, dimana wisatawan harus beradaptasi dengan bahasa, rasa makanan, kondisi cuaca, biaya hidup dan kerinduan dengan keluarga di rumah.

News Sources and Consideration in Making Editorial and Commercial Content in the YouTube News Channels Oktavianti, Roswita; Paramita, Sinta; Sukendro, Gregorius Genep
Jurnal Pekommas Vol 7 No 1 (2022): June 2022
Publisher : Sekolah Tinggi Multi Media “MMTC” Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56873/jpkm.v7i1.4635

YouTube has increasingly gained popularity among news media outlets. Numerous contents have been uploaded on news media official YouTube channels either in the form of regular or commercial news. In Indonesia, two national news media outlets, Kompas.com and Tribunnews.com, which initially focused on publishing their articles on their website, have employed so-called mobile journalists who can primarily produce and edit news videos for YouTube. This study is part of our research on the content industry in a disruptive era with mass media in Indonesia as a subject. This research aims to seek editorial and commercial content sources from mobile journalists and the considerations mobile journalists should make when creating editorial and commercial content for YouTube news channels. To answer these questions, we have identified the trending topics on social media and conducted a content analysis. In addition, we observed Kompas.com and Tribunnews.com YouTube channels and conducted interviews with the news editorial staff. The findings showed that regular news, trending and viral news, unique and in-depth reporting and online events, international news, Q&A with experts based on users' comments, and hot news from other YouTube accounts are the primary news sources for mobile journalists. These are utilized for either business purposes or newsroom agendas. It also discusses what aspects the journalists must consider before producing editorial and commercial content on their YouTube news channels.

LOMBOK TOURISM SENTIMENT ANALYSIS WITH SOCIAL MEDIA MONITORING Sari, Wulan Purnama; Irena, Lydia; Oktavianti, Roswita
ASPIRATION Journal Vol. 5 No. 2 (2024): November Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v5i2.102

Previous studies have shown that media monitoring provides significant benefits for the development of organizations or companies. The objective of this study is to analyze the sentiment surrounding Lombok tourism using social media monitoring. This research employs a quantitative method with a positivist paradigm and utilizes the Brand24 media monitoring tool. This research concludes that sentiment analysis towards Lombok and Mandalika tourism shows a dominant positive sentiment. Social media plays a key role in shaping perceptions of Lombok tourism, with Instagram being the dominant platform, while online news continues to have a big impact, with travel influencers playing a significant role in shaping tourist opinion

Producing News Stories on the YouTube Platform by Mobile Journalists in Indonesia Oktavianti, Roswita; Paramita, Sinta; Sukendro, Gregorius Genep
Jurnal Ilmu Komunikasi Vol 22 No 1 (2024): April 2024
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v22i1.6907

Mobile journalism has been a mainstay in some news media outlets as audiences migrate to smaller screens for news. In response to the competitive media environment, organizations embrace mobile technology to expand the scope of their content. This article employs emerging perspectives as one of the organizational theory approaches. This study aims to determine the process behind news stories created by mobile journalists depending on their institution, the current circumstances, and technological advances. This study compares mobile journalists from two different news YouTube channels in Indonesia. Researchers collected data by observing news videos and interviewing news editors. The result showed that rules upheld by the media organizations would determine their productivity, the topic of news stories, and the quality of news sources. The COVID-19 pandemic has changed the news creation process as they had to work remotely. In addition, it is worth noting that mobile journalists must shoot and edit videos and have a multimedia mindset. This study suggests that a newsroom must have stricter rules and guidelines as it will be the main factor in producing news videos on YouTube channels. Journalists should also be prepared to adopt digital technology to cope with unprecedented situations.

Personal Branding dan Keputusan Pembelian Melalui Media Sosial TikTok Phung, Michael; Oktavianti, Roswita
Kiwari Vol. 3 No. 1 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i1.29374

The development of today's technology greatly influences the development of society in using social media, people are now equipped with high knowledge in using social media. The development of social media also affects many people who can now be used for profit such as finding followers, even selling. As in this study, students in their tiktok accounts introduced many products such as pants, clothes and many other products. In order to do this, we need personal branding, where personal branding is our identity or our leading face on social media. With all the uniqueness, abilities, and ideas that we have, we can attract people on social media. With the development of social media, especially the tiktok application, where many people take advantage of this opportunity to sell, and with the various facilities provided. With the formation of personal branding, it can be a reference for everyone where it can build an image to promote products to be sold, with attractive personal branding, of course, it will attract the public to be able to choose the items that will be needed. In this study using a quantitative method in which in this study there were also 100 respondents from followers of the social media tiktok @mursid241. From the results regarding the research carried out by the author, it shows that in this study there was an influence from the personal branding of the @mursid241 tiktok account on purchasing decisions on followers of the tiktok account @mursid241. Perkembangan teknologi zaman sekarang ini sangat mempengaruhi perkembangan masyarakat dalam menggunakan media sosial, masyarakat sekarang sudah dibekali dengan pengetahuan yang tinggi dalam menggunakan media sosial. Perkembangan media sosial juga mempengaruhi banyak orang yang sekarang bisa dimanfaatkan untuk mencari keuntungan seperti mencari followers, bahkan berjualan. Seperti dalam penelitian ini yang dilakukan mursid dalam akun tiktoknya banyak memperkenalkan produk seperti celana, baju dan masih banyak produk lainnya. Untuk menjalankan itu semua diperlukan yang Namanya personal branding, dimana personal branding adalah sebagai identitas diri kita atau wajah terdepan kita di media sosial itu. Dengan segala keunikan, kemampuan, dan ide yang kita miliki bisa menjadi daya tarik masyarakat di media sosial. Dengan berkembangnya media sosial yang khsusnya adalah aplikasi tiktok yang dimana banyak orang memanfaatkan kesempatan itu untuk berjualan, dan dengan berbagai macam kemudahan yang diberikan. Dengan sudah terbentuknya personal branding bisa menjadi acuan setiap orang dimana hal tersebut bisa membangun citra untuk mempromosikan produk yang akan dijual, dengan personal branding yang sudah menarik tentunya akan menarik masyarakat juga untuk bisa memilih barang yang akan dibutuhkan. Dalam penelitian ini menggunakan metode kuantitatif yang dimana dalam penelitian ini juga terdapat 100 responden dari followers media sosial tiktok @mursid241. Dari hasil mengenai Penelitian yang dijalankan oleh penulis menunjukkan dalam penelitian ini terdapat pengaruh dari personal branding akun tiktok @mursid241 terhadap keputusan pembelian pada followers akun tiktok @mursid241.

Strategi Komunikasi Pemasaran dalam Meningkatkan Brand Awareness Pembeli di Perusahaan Retail Aurellia, Sharen; Oktavianti, Roswita
Kiwari Vol. 3 No. 1 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i1.29418

Competition causes more and more companies to look for ways to gain market share. Companies must continue to innovate and develop themselves and understand what consumers want in order to survive in the business world. The clothing industry is one of them. Getting and keeping customers is very important for the continuity of a business. This research was conducted to find out how the marketing communication strategy of the retail company PT Landmark Retail Trading is increasing buyer brand awareness. The results of interviews, as a data collection method, show several marketing communication strategies to increase buyer brand awareness. The company focuses on promotions in the form of affordable prices, providing more knowledge, collaborating with well-known media and conducting various activities to attract visitors to the physical store. Kompetisi menyebabkan semakin banyak perusahaan mencari cara agar dapat meraih pangsa pasar. Perusahaan harus harus terus berinovasi dan mengembangkan diri serta memahami apa yang diinginkan oleh konsumen agar bisa bertahan di dalam dunia bisnis. Industri pakaian salahsatunya. Mendapatkan dan mempertahankan pelanggan sangat penting untuk kelanjutan sebuah bisnis. Penelitian ini dilakukan untuk mengetahui bagaimana strategi komunikasi pemasaran perusahaan retail di PT. Landmark Retail Trading dalam meningkatkan brand awareness pembeli. Dari hasil wawancara, sebagai metode pengumpulan data, menunjukkan terdapat beberapa strategi komunikasi pemasaran untuk meningkatkan brand awareness pembeli. Perusahaan fokus pada promosi berupa harga yang terjangkau, memberikan pengetahuan lebih, bekerja sama dengan media ternama dan melakukan berbagai aktivitas yang dapat membuat pengunjung tertarik untuk datang ke toko fisik.

Promosi Online Media Sosial Instagram dan Kepuasan Informasi tentang Industri Fashion Yoselina; Oktavianti, Roswita
Kiwari Vol. 3 No. 2 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i2.30168

In today's era, with technology that is developing quite rapidly in the field of social media, this has a lot of impact on business people who want to easily disseminate their products to a large audience. The existence of technology has a big influence on the lives of the public. With technology, the life and activities of the audience become very practical and fast. This research was conducted with the aim of knowing whether there was an effect of online promotion on social media Instagram @Carmel_id on the satisfaction of information about the fashion industry among female students and career women. If so, how much influence does online promotion have on social media Instagram @Carmel_id on the satisfaction of information about the fashion industry among female students and career women. This study applies the Uses and Gratification theory with a quantitative approach. The population of this research are college students and career women. The research data collection was carried out by distributing questionnaires to 100 female students and career women @Carmel_id followers. The collected data will be processed through SPSS 26. This study shows that there is an effect of online promotion on information satisfaction by 77.6%, while 22.4% is influenced by other factors. This research shows that if online promotions increase, information satisfaction will also increase. Di era sekarang ini, dengan teknologi yang semakin berkembang cukup pesat di bidang media sosial, dan hal tersebut sangat menimbulkan banyak dampak bagi pebisnis yang ingin menyebarluaskan produknya kepada banyak khalayak dengan mudah. Adanya teknologi menimbulkan pengaruh yang besar pada kehidupan khalayak. Adanya teknologi, kehidupan dan aktivitas khalayak menjadi sangat praktis dan cepat. Penelitian ini dilaksanakan dengan tujuan mengetahui apakah terdapat pengaruh promosi online media sosial Instagram @Carmel_id terhadap kepuasan informasi tentang industri fashion pada mahasiswi dan wanita karir. Penelitian ini menerapkan teori Uses and Gratification dengan pendekatan kuantitatif. Populasi penelitian ini adalah mahasisiwi dan wanita karir. Pengumpulan data penelitian ini dilakukan dengan menyebarkan kuesioner kepada 100 mahasiswi dan wanita karir followers @Carmel_id. Data yang terkumpul diolah melalui SPSS 26. Penelitian ini menunjukkan bahwa ada pengaruh promosi online terhadap kepuasan informasi sebanyak 77,6%, sementara 22,4% dipengaruhi oleh faktor yang lain. Penelitian ini memberikan hasil jika promosi online meningkat maka kepuasan informasi juga akan meningkat.

Analisis Budaya Organisasi dalam Menumbuhkan Motivasi Kerja di Masa Pandemi Covid-19 Putrawijaya, Nendi; Oktavianti, Roswita
Koneksi Vol. 6 No. 2 (2022): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v6i2.15579

Work motivation is an important factor that must be owned by every employee and can grow through the introduction of the organizational culture of a particular company. This study aims to find out what things have been done by the Banking Information and Technology Division X in introducing organizational culture during the COVID-19 Pandemic so that it can grow employee work motivation. The theory used in this research is communication, organizational culture, organizational communication, and work motivation. The formulation of the problem in this study is how the organizational culture of the IT Banking X Division in growing employee work motivation during the COVID-19 Pandemic. In this study, the researcher used a qualitative research approach with a case study method. The case study was carried out at the IT Banking Division X, the data processing was sourced from data obtained from literature studies, interviewing sources and triangulation of data sources in the form of observations or documentation inserted into the research discussion. The results of this study show that several things were done in introducing the organizational culture of the IT Division in banking X to foster employee work motivation during the COVID-19 pandemic, such as holding internal events, having regular daily and weekly meetings conducted online, as well as socializing adjustments. against the organizational structure of the X Banking IT Division during the COVID-19 Pandemic. Motivasi kerja menjadi faktor penting yang harus dimiliki oleh setiap karyawan dan dapat tumbuh lewat pengenalan budaya organisasi yang dimiliki oleh suatu perusahaan tertentu. Penelitian ini bertujuan untuk mengetahui hal-hal apa saja yang dilakukan Divisi Informasi dan Teknologi perbankan X dalam memperkenalkan budaya organisasi di masa pandemi Covid-19 sehingga dapat menumbuhkan motivasi kerja karyawan. Teori yang digunakan dalam penelitian ini adalah komunikasi, budaya organisasi, komunikasi organisasi, dan motivasi kerja. Rumusan masalah dalam penelitian ini adalah bagaimana budaya organisasi Divisi IT perbankan X dalam menumbuhkan motivasi kerja karyawan di masa pandemi Covid-19. Dalam penelitian ini, peneliti menggunakan pendekatan penelitian kualitatif dengan metode studi kasus. Studi kasus dilakukan pada Divisi IT perbankan X, pengolahan data bersumber dari data-data yang diperoleh dari studi pustaka, wawancara narasumber serta triangulasi sumber data berupa hasil observasi atau dokumentasi yang disisipkan ke dalam pembahasan penelitian. Hasil penelitian ini menunjukan beberapa hal yang dilakukan dalam memperkenalkan budaya organisasi Divisi IT di perbankan X untuk menumbuhkan motivasi kerja karyawan di masa pandemi Covid-19 seperti adanya penyelenggaraan acara-acara internal, pertemuan harian dan mingguan rutin yang dilakukan secara daring, serta sosialisasi penyesuaian terhadap stuktur organisasi yang dimiliki Divisi IT perbankan X selama pandemi Covid-19.

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