Garuda - Garba Rujukan Digital

Promoting the Online Program of EfeX English Language Center Using a Promotional Video Victoria Tanujaya; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol 11, No 2 (2023)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.11.2.324-331

EfeX English Language Center recently launched EfeX Indonesia Maju (IM), a new online division. As it is in its early stages, EfeX IM has had limited enrollment due to a lack of promotional activities. To address this issue, I employed various theories, including Kalam's (2022) segmenting, targeting, and positioning theory, MasterClass' (2022) theory on product features, as well as Bhasin's (2021) and Leonard's (2022) theories on promotional videos. After identifying the target market as parents with elementary and middle-school students in major cities in Java, I conducted a questionnaire survey with 52 participants. The results revealed the need for a convenient, engaging, affordable online program that emphasizes speaking skills. To convey this message effectively, a promotional video will be created and shared on Instagram, serving as a versatile tool for promotion through WhatsApp, the website, and presentations.

Increasing the Brand Awareness of Sosis Solo Nyonya Veronica by Finding a New Market Segment and Creating the Packaging of the Frozen Food Rafael Juan Santoso; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 12 No. 3 (2024)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.12.3.329-333

The writer selected Sosis Solo Nyonya Veronica for this article. Sosis Solo Nyonya Veronica is a small business in the food sector. The brand was founded in 2022, and the main product is Sosis Solo. The problem of this business is low brand awareness. Its market is limited to warung soto customers in Solo because their ready-to-eat products go bad easily. To increase the brand awareness and sales, this business must sell the frozen food variant to customers from other cities. This is where a good packaging matters. In the research, the writer collected the data from the customers and the target market to know the level of the brand awareness and their opinions regarding frozen food and packaging. From the 50 respondents, the writer found out that the brand awareness level is low, belonging only to level 1 or No Recognition (46%) and level 2 or Brand Recognition (54%). The respondents confirmed that packaging for the frozen food is Very Important (54%) and Important (42%). They also said the packaging should contain the logo, brand name, and WhatsApp number. By selling the frozen food variants to another market (food stores), the brand awareness Sosis Solo Nyonya Veronica will expand to other cities and the sales will in turn increase.

A Sociolinguistic Study of the Functions of Swear-Words Used by Motivator Gary Vaynerchuk in the Video Titled The World is Abundant, Stop Holding Yourself Back | London Keynote 2021 Kenny John Anderson Prayogo; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 13 No. 1 (2025)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.13.1.16-24

This study examines the functions of swear-words by motivational speaker Gary Vaynerchuk, using Holmes’ (2013) social factors and Ljung’s (2011) swear words functions theory. The qualitative method was applied to textual data from 26 units of Gary Vaynerchuk's speeches, identifying 76 swear-words in the video. These words, often found in intimate conversations in American society, follow specific patterns and are used as slot-fillers within sentence structures to emphasize Gary Vaynerchuk's ideas. Gary Vaynerchuk primarily focused on impersonal topics and informative functions, delivering facts and information to his audience while maintaining an objective relationship. The use of idiosyncrasy in his speech may be due to his fresh and inspiring ideas about business opportunities in technology, and the fact that many swear-words are aimed at himself.

Enhancing the Brand Awareness of Tirta Sulung Water Refilling Station Through a Logo and a Flyer Florencia Irene; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 13 No. 2 (2025)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.13.2.206-214

Tirta Sulung is a water refilling station established in Surabaya in 2009 and expanded to Jakarta in 2012. It offers standard refilled water and bio-energy water, with a focus on clean, healthy water using a biofiltration process. Despite its strengths, interviews with 25 potential and 35 existing customers revealed low brand awareness, mainly due to the lack of visual identity and promotional tools. To address this, the writer created a logo and a flyer based on branding theories by Vailukh et al. (2016), Prediger (2019), and Davis (2020), incorporating feedback from respondents. The logo features the brand’s name, product category, and a representative symbol to boost recognition and memorability. The flyer highlights the product’s unique selling points (USPs) as solutions to common issues with refilled water, aiming to build customer loyalty and a stronger competitive edge. Together, these tools are expected to significantly improve brand awareness.

A Sociolinguistic Study of the Types of Swear-Words used Karen’s Diner’s Servers in the Instagram Reels Xaverius Juan Tanuwijaya; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 13 No. 2 (2025)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.13.2.232-238

This study examines the types of swear-words and the social factors influencing their use by Karen’s Diner’s servers, utilizing Battistella (2005) categorization of swear-word types and Holmes (2013) theory of social factors. This study used a descriptive qualitative method to analyze Karen’s Diner’s servers’ utterances, collected from the company’s Instagram Reels posted between June 2023 and May 2024. Six swear-words were identified, with fuck and fucking being the most frequently used. The findings of this study shows that obscenity is the most frequently used type with no cases of profanity. Analysis of the social factors revealed that most swear-words uttered were used in personal topics and served affective functions, implying that the swearing was intended to express emotion dominant sub-variables and entertain customers. In conclusion, the use of swear-words by Karen’s Diner’s servers supports the restaurant marketing strategy, where taboo language is utilized to entertain and interact with customers.

Enhancing The Brand Awareness of Tomo Cafe Peneleh By Highlighting The Unique Selling Points in Instagram Reel Melisa; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 14 No. 1 (2026)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.14.1.1-5

This thesis explores the issue of low brand awareness faced by Tomo Cafe Peneleh, a cafe located in Surabaya that rebranded from Tomokofi. This research aims to identify the level of brand awareness and uncover the unique selling points (USPs) of the cafe, as well as the effectiveness of Instagram as a promotional tool. Data was collected through interviews with both existing customers and potential target consumers. The interviews were conducted using a structured questionnaire that had been prepared in advance using Google Forms. To ensure the accuracy of the responses, the writer directly interview the respondent and help filling up the questionnaire. Results showed that most respondents were unaware of the cafe's existence. However, the cafe’s cozy atmosphere, strategic location, and delicious drinks were frequently mentioned as its strongest USPs. To address the problem, the writer created a sample Instagram Reel designed to highlight these USPs as a tool to help them.

A Sociolinguistic Study of Swear Words Used by Carroll Shelby to His Superiors and Subordinate in Ford v Ferrari. Michael Jehoshoua Yap; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 14 No. 1 (2026)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.14.1.119-125

This study analyzes how Carroll Shelby uses swear words in Ford v Ferrari, focusing on his interactions with his subordinate and his superiors. Using Pinker’s (2007) types of swear words and Holmes’s (2013) sociolinguistic approach, this study aims to identify the types and frequency of swear words, as well as the social factors and dimensions involved in both interactions. A descriptive qualitative method is applied by analyzing selected scenes from the movie. The findings show that Shelby uses three types of swear words, namely idiomatic, emphatic, and abusive, in interactions with both groups. The results further show that the overall frequency of swear words toward subordinates and superiors is not significantly different. Emphatic swearing is the most dominant type in both interactions, while abusive swearing is used more toward the subordinate. Overall, similarities in swearing patterns are more prominent than differences, showing that swearing is shaped by context and pressure.

The Swear Words Used by Gordon Ramsay in Hell's Kitchen Episode of Sushi Showdown Kristina Tedja; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 14 No. 2 (2026)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.14.2.222-227

This study analyzes the swear words used by Gordon Ramsay in the Hell’s Kitchen episode titled Sushi Showdown. Using Battistella’s (2005) theory, this research identifies the types of swear words he uses, including epithets, profanity, vulgarity, and obscenity. The data were taken from Gordon Ramsay’s utterances during the cooking challenge in the episode and analyzed using a qualitative approach. This study also counts how many times each type of swear word appears. The research found that Gordon Ramsay used all types of swear words: Epithets, Profanity, Vulgarity, and Obscenity. However, the highest frequency is obscenity, such as fuck you, fuck me, fuck off. This “fuck” word is very common in English and is quite often used in daily interactions. In conclusion, Gordon Ramsay’s use of swear words in Sushi Showdown reflects his communication style in managing stress and authority in a professional kitchen. Rather than serving purely as insults, the swear words function to highlight mistakes, push performance, and maintain control during service. This research can be useful for students and future researchers who are interested in language use, swearing, and communication in TV shows.

Increasing the Brand Awareness of Grand Nature Residence Real Estate Developer through Facebook Ads Michelle Gracia Hory; Jusuf Imam Ibrahim
Kata Kita: Journal of Language, Literature, and Teaching Vol. 14 No. 1 (2026)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.14.1.57-61

This thesis addresses the low brand awareness of Grand Nature Residence, a new real estate project in Sidoarjo. Despite using Instagram and TikTok, the company failed to reach its main target, financially capable young adults, due to a mismatch between platform use and audience behavior. Through semi-structured interviews and questionnaires, the research identified key USPs: strategic location and strong investment potential. To solve this, two Facebook Ads tools were developed: an introductory video and an FAQ post, leveraging Facebook’s precise audience targeting. These tools were crafted to convey the USPs using relevant visuals, language, and narrative. This approach enhances message relevance, exposure, and engagement. By aligning message, medium, and audience, the solution is expected to improve brand visibility and increase buyer interest.

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