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All Journal JPB KENDALI: Economics and Social Humanities Jurnal Ilmiah Teknik Informatika dan Komunikasi
Tikka Muslimah
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Ilmiah Teknik Informatika dan Komunikasi

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Pemanfaatan Media Sosial sebagai Strategi Komunikasi Pemasaran Zumba: Studi pada Akun Instagram @lizanataliaofficial Putri Ruciraswa Ruwita; Tri Widya Budhiharti; Tikka Muslimah
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 1 (2025): Maret-Juni : Jurnal Ilmiah Teknik Informatika dan Komunikasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i1.1273

Abstract

This study aims to explore the marketing communication strategy used by the Instagram account @lizanataliaofficial in raising public awareness about the importance of Zumba exercise. The research adopts a qualitative method with a descriptive approach and uses the AIDA (Attention, Interest, Desire, Action) model as the theoretical framework. Data were collected through observation, in-depth interviews with six informants, and documentation. The results reveal that @lizanataliaofficial successfully gains attention through engaging and energetic visual content, builds interest with educational information about Zumba, evokes desire by sharing personal experiences and follower testimonials, and prompts action by encouraging followers to participate in Zumba classes and events. This strategy not only increases awareness of the importance of exercise but also fosters an active community on social media. The study indicates that social media can serve as an effective tool for promoting a healthy lifestyle through structured communication strategies.
Strategi Komunikasi Interpersonal Frontliner dalam Membangun Loyalitas Pelanggan di Naughty Accessories Mall Karawang Central Plaza Indri Karisa Putri; Firdaus Yuni Dharta; Tikka Muslimah
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 1 (2025): Maret-Juni : Jurnal Ilmiah Teknik Informatika dan Komunikasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i1.1316

Abstract

This study aims to examine the interpersonal communication strategies applied by frontliners at Naughty Accessories Mall Karawang Central Plaza in building customer loyalty. The research is motivated by the increasing customer demand for excellent service and the intense competition among brands in the retail accessories industry. The method used is a descriptive qualitative approach with in-depth interview techniques and participatory observation. The results show that the interpersonal communication strategy, which includes Joseph DeVito’s five dimensions—openness, empathy, supportiveness, positiveness, and equality—effectively builds emotional closeness, creates comfort, and increases repurchase intensity. Frontliners at Naughty do more than sell products; they create a pleasant shopping experience. This finding is reinforced by Peter Blau's social exchange theory, which explains that loyalty is formed when customers feel the benefits they receive outweigh the sacrifices they make.
Co-Authors Firdaus Yuni Dharta Indri Karisa Putri Laila, Rafa Putri Ruciraswa Ruwita Tri Widya Budhiharti