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All Journal Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Civilia: Jurnal Kajian Hukum dan Pendidikan Kewarganegaraan
Uus Khusnul Khotimah
Universitas Muhammadiyah Jakarta
Humanities Education Law, Crime, Criminology & Criminal Justice Other

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Pengaruh Rebranding Terhadap Brand Image Taman Impian Jaya Ancol Uus Khusnul Khotimah; Jamiati KN
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 3 (2023): Agustus TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i3.456

Abstract

Taman Impian Jaya Ancol has lost around 6 million visitors over the past three years due to the co-19 pandemic, this requires companies to think about the right strategy to exist and survive during the co-19 pandemic. One of the strategies implemented by Taman Impian Jaya Ancol is rebranding. By rebranding a company can change its image through adopting a name or changing a name that is more representative and distinguishes itself from its competitors. This study aims to determine and measure the effect of rebranding on the brand image of Taman Impian Jaya Ancol. Using a survey method with a quantitative approach. This research involved 343 followers of the Instagram account @Ancoltamanimpian as a population. The sample consists of 77 people who will answer, and are taken by the Slovin formula. The probability sampling method with simple random sampling technique is the sampling technique in this study. The data collection method is a questionnaire, and data analysis is a simple linear regression. The results showed that the correlation coefficient value of R for rebranding was 0.573 indicating that rebranding had a moderate or moderate effect on the brand image of Taman Impian Jaya Ancol. Meanwhile, the coefficient of determination has an R-square value of 0.329 indicating that the X variable, namely rebranding, influences the Y variable of the Taman Impian Jaya Ancol brand image by 32.1%, and the remaining 67.1% is influenced by other factors or variables that not included in the study. There is an influence between rebranding and the brand image of Taman Impian Jaya Ancol, as shown by the hypothesis test, namely H_1 is accepted and 〖H〗_0 is rejected where t_count (6.054) > t_table (1.992).
Analisis Potensi Pelanggaran Iklan Shopee 11.11 Big Sale Versi Tukul Arwana Firyal Aqila; Oktaviana Anggraini; Uus Khusnul Khotimah; Jamiati KN; Velda Ardia Murdiana
Civilia: Jurnal Kajian Hukum dan Pendidikan Kewarganegaraan Vol. 1 No. 1 (1): Civilia: Jurnal Kajian Hukum dan Pendidikan Kewarganegaraan
Publisher : Civilia: Jurnal Kajian Hukum dan Pendidikan Kewarganegaraan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.572349/civilia.v2i1.211

Abstract

Mengiklankan produk dipasaran dalam jangkauan yang sangat luas. Kini iklan dapat kita temukan diberbagai macam platform. Iklan-iklan yang dinilai kontroversial sering kali dibuat untuk membentuk identitas produk dimasyarakat, agar produk tersebut mendapat perhatian dari masyarakat. Salah satunya Shopee, Shopee yang merupakan e-commerce di Indonesia mempromosikan brand-nya melalui iklan yang dianggap kontroversial. Pada tahun 2020 lalu, shopee sempat mengiklankan brand atau produknya di televisi dengan bertajuk 11.11 Big Sale yang dibintangi oleh salah satu artis atau pelawak Indonesia yaitu Tukul arwana. Namun karena iklan tersebut yang kontroversial dan dianggap telah melanggar etika penyiaran Indonesia, akhirnya iklan tersebut harus diturunkan. Tujuan dari survei ini adalah untuk mengkaji iklan yang melanggar etika periklanan dan menerapkan prinsip tersebut pada iklan Big Sale Shopee 11.11 versi Tukul Arwana. Adapun tujuan dari penelitian ini adalah untuk mengkaji masalah etika seputar iklan Shopee 11.11 Big Sale untuk Tukul Arwana. Jenis penelitian terapan ini menggunakan teknik deskriptif kualitatif. Peneliti mencari beberapa referensi untuk mendukung penelitiannya dan mengikuti proses dokumentasi, observasi, dan analisis untuk memperoleh data.
Co-Authors Firyal Aqila KN, Jamiati Oktaviana Anggraini Velda Ardia