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All Journal Nusantara Hasana Journal Jurnal Ekonomi
Jacobus Rico Kuntag
Universitas Musamus
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Nursing

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PRAGMATICS ELEMENT IN PRODUCT PROMOTION CONTENT THROUGH SHORT VIDEO PLATFORM TIK TOK, INSTAGRAM REELS, AND YOUTUBE SHORTS Jacobus Rico Kuntag; Survey Sijabat
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

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Abstract

This study aims to analyze pragmatic elements in product promotion content through short video platforms on social media. The research method used was content analysis, which consists of unitizing, sampling, recording/coding, reducing, inferring, and narration. A total of 30 product advertising videos were obtained from Indonesian business accounts. Ten short videos were selected from each of the three social media platforms: TikTok, Instagram Reels, and YouTube Shorts. The results of the study showed that pragmatic elements used in product marketing content on the four short video platforms vary, including the use of casual conversational language and direct audience interaction. However, there are differences in the use of pragmatic elements between the four platforms, as product marketing content on TikTok and Instagram Reels is dominated by humorous and surprising elements, whereas product marketing content on YouTube Shorts emphasizes creativity and attractive visual elements. The results of this research provide insight into how marketers select appropriate short video platforms to advertise their products, as well as create content that suits the audience's preferences.
PENINGKATAN KETERAMPILAN HIDUP MELALUI PROGRAM LITERASI FUNGSIONAL MODEL UNESCO Jacobus Rico Kuntag; Survey Sijabat; Nurul Istiqomah; Yuni Ratna Purwaningsih; Arin Mantara Anggawirya; Rosalia Floriani; Evelin Giovani; Bhujangga Ayu Putu Priyudahari
Nusantara Hasana Journal Vol. 5 No. 12 (2026): Nusantara Hasana Journal, May 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i12.2045

Abstract

This community service program aimed to improve the life skills of Indigenous Papuan students through the UNESCO Functional Literacy Model. The activity was conducted at the Yalimo Student Dormitory, located on Jalan Onggatmit, Merauke, involving 11 participants from Yalimo Regency, Papua Highlands Province, consisting of 3 senior high school students and 8 Indigenous Papuan university students. The program was designed in response to the need for literacy development that goes beyond reading and writing skills and includes the ability to understand information, write for practical purposes, perform basic numeracy, manage oneself, use technology appropriately, and develop work readiness. The activity employed a participatory-educative approach through training, discussion, simulation, hands-on practice, mentoring, and reflection. The program involved 3 instructors with academic backgrounds in economics, English literature, and computer studies, supported by 5 facilitators. The program materials covered functional reading literacy, functional writing literacy, numeracy literacy, life literacy, digital literacy, work-related literacy, learning motivation, and self-development. Evaluation was conducted through pre-tests, post-tests, observation, worksheets, and participant reflection. Participants demonstrated progress in understanding written information, writing simple practical texts, calculating transactions, preparing learning plans, recognizing personal potential, and understanding the importance of literacy in daily life.
Co-Authors Arin Mantara Anggawirya Bhujangga Ayu Putu Priyudahari Evelin Giovani Rosalia Floriani Survey Sijabat Yuni Ratna Purwaningsih