Garuda - Garba Rujukan Digital

ADIDAS’S MARKETING COMMUNICATION STRATEGY AMID THE INTERNATIONAL CONFLICT Yudha, Reza Praditya; Hakim, A. Rahman
Journal of Digital Media Communication Vol 4, No 1 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/dimedcom.2025.v4i1.14147

The Israel-Palestine conflict represents a geopolitical issue with far-reaching implications for global business, including the brand image of international corporations such as Adidas. Amid growing consumer awareness of sociopolitical issues, corporate responses to the conflict have become a focal point that influences public perception and purchasing decisions. This journal aims to analyze Adidas’s marketing communication strategy in responding to public pressure and boycott movements stemming from its associations with Israeli entities. The study employs a qualitative approach using a case study method. Data were collected through media analysis, official press releases from Adidas, and social media posts by activists and the public. Triangulation techniques were used to ensure data validity by cross-referencing multiple sources. The findings reveal that Adidas adopted a communication strategy characterized by neutrality, avoiding explicit affiliation with either side in the Israel-Palestine conflict. While the company terminated its sponsorship with the Israel Football Association following public pressure, it maintained business ties with Israeli manufacturers. Adidas's communication strategy emphasizes values of diversity, inclusivity, and social responsibility through digital campaigns and humanitarian programs. The discussion suggests that this approach may help minimize reputational damage in the global market, although it does not entirely eliminate boycott threats. In conclusion, Adidas’s communication strategy reflects an effort to balance business continuity and social values amid geopolitical tensions. A neutral yet responsive digital communication approach emerges as key to maintaining brand image and consumer loyalty on a global scale.

Strategi Komunikasi PT. Metropolitan Land TBK-Menteng Melalui Media Digital dalam Membangun Brand Awareness Adela, Ananda Sekar; Yudha, Reza Praditya; Wasutiningsih, Anita
Jurnal Audience: Jurnal Ilmu Komunikasi Vol. 8 No. 2 (2025): AGUSTUS 2025
Publisher : Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/ja.v8i2.12871

Penelitian ini bertujuan untuk menganalisis strategi komunikasi melalui media digital yang dilakukan oleh PT. Metropolitan Land Tbk di proyek Metland Menteng. Tujuan selanjutnya menganalisis brand awareness audiens pada elemen marketing mix 4P, meliputi product, price, place, dan promotion yang disampaikan melalui media digital dalam membangun brand awareness Metland Menteng. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian kualitatif pengumpulan data melalui wawancara mendalam, observasi langsung dan dokumentasi. Narasumber yaitu tiga orang General Manager, satu orang Supervisor Marketing Communication dan satu orang Staff Marketing Communication. Hasil penelitian menunjukkan bahwa pemanfaatan platform media digital seperti Instagram, TikTok, Whatsapp Official, Youtube dan Website memiliki peran secara aktif dalam meningkatkan strategi komunikasi yang dilakukan oleh PT. Metropolitan Land Tbk di proyek perumahan Metland Menteng. Perusahaan memanfaatkan berbagai saluran digital seperti Instagram, TikTok, WhatsApp Official, Youtube dan Website. Capaian Key Performance Indicator (KPI) melalui parameter reach, impressions, views, web visitor, followers dan subscribers menunjukkan hasil yang beragam tiap tahunnya. Kata kunci: Brand Awareness; Marketing Mix; Media Digital; Strategi Komunikasi,;PT. Metropolitan Land Tbk

MEDIATIZATION: ENCOURAGING THE EXISTENCE OF SUBCULTURES THROUGH THE MEDIA Yudha, Reza Praditya
Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan Vol 23 No 01 (2023): Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan
Publisher : LP2M UIN Sayyid Ali Rahmatullah Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21274/dinamika.2023.23.01.25-39

This article discusses Citayam Fashion Weeks from a mediatization perspective. The purpose of this article is to examine the socio-cultural dynamics behind the Citayam Fashion Weeks phenomenon. This article argues that the ease of using the media has encouraged the birth of subcultures into the public sphere. The findings of the study show that the media make it easier for subcultures to gain existence. The logic of the media then creates a shift in meaning and banalization of the identity of Citayam Fashion Weeks as a subculture. The existence of subcultures is then related to their ability to adapt to large figurations in the surrounding environment.

MEDIATIZATION: ENCOURAGING THE EXISTENCE OF SUBCULTURES THROUGH THE MEDIA Yudha, Reza Praditya
Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan Vol 23 No 01 (2023): Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan
Publisher : LP2M UIN Sayyid Ali Rahmatullah Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21274/dinamika.2023.23.01.25-39

This article discusses Citayam Fashion Weeks from a mediatization perspective. The purpose of this article is to examine the socio-cultural dynamics behind the Citayam Fashion Weeks phenomenon. This article argues that the ease of using the media has encouraged the birth of subcultures into the public sphere. The findings of the study show that the media make it easier for subcultures to gain existence. The logic of the media then creates a shift in meaning and banalization of the identity of Citayam Fashion Weeks as a subculture. The existence of subcultures is then related to their ability to adapt to large figurations in the surrounding environment.

Mitos Budaya dalam Ritual Rebo Wekasan : (Analisis Semiotika Roland Barthes dalam Film Inang) Affifah, Shintya Tifanny; Yudha, Reza Praditya
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 11 No. 1 (2024): KALBISOCIO, Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisocio.v11i1.3283

Penelitian ini bertujuan untuk memahami makna Rebo Wekasan yang direpresentasikan dalam Film Inang. Rebo Wekasan adalah ritual yang memiliki mitos bagi sebagian masyarakat Jawa. Penelitian ini dilakukan dengan pendekatan kualitatif dan metode semiotika Barthes untuk menganalisa makna denotasi, konotasi, dan mitos. Hasil penelitian menemukan bahwa makna denotasi yang terdapat dalam film Inang yaitu beberapa masyarakat Jawa masih mempercayai dan melakukan rangkaian ritual Rebo Wekasan. Sedangkan makna konotasi dalam Film Inang ditunjukkan dalam ekspresi, perilaku, dan gerak-gerik keresahan para tokoh ketika menjalankan ritual Rebo Wekasan. Terdapat pula mitos yang ditunjukkan dalam keragaman makna dan ritual budaya di setiap daerah. Film Inang menunjukkan bahwa ritual Rebo Wekasan versi Film Inang tidak mewakili budaya Jawa secara umum. Sebuah film merepresentasikan budaya secara estetis, dramatis, dan subjektif.

The Popularity of the Regent Figures and Slogans in the Perspective of Socio-Cultural Mediatization Yudha, Reza Praditya
ARISTO Vol 11 No 1 (2023): January
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ars.v11i1.5623

The purpose of this study is to find out the popularity of the figures and slogans of the Tulungagung regents. This study elaborates previous researches stating that figures and slogans are forms of messages in the peripheral route that influence the people's political attitudes. This study argues that the communal culture of the people corresponds to the processing of information through the peripheral route. This study uses a mixed method that quantitatively surveys 192 respondents to find out the popularity of the regent figures and slogans in the last 23 years, as well as qualitatively applies the concept of mediatization to understand the socio-cultural context underlying the way people interpret the figure and the slogan of the regent. This study finds that the people have experienced a peaceful and harmonious social situation during the reign of Heru Tjahjono who coined the slogan "guyub rukun". The people are trying to raise the spirit of togetherness and harmony by reconstructing the slogan of "guyub rukun" in various sites and activities. This makes Heru Tjahjono and â€œguyub rukunâ€ popular in the people's daily lives.

The Discourse Network Analysis of Rempang Eco City Policy in the Digital News Media Hakim, Abdur Rahman; Herna; Yudha, Reza Praditya
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 10 No. 2 (2025): December 2025 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v10i2.1372

This study examines how Indonesia’s mainstream digital media—Kompas, DetikNews, and CNN Indonesia—constructed policy discourse on the Rempang Eco City development between January 2023 and May 2025. Employing Discourse Network Analysis (DNA), the research maps relational patterns among actors, concepts, and positions extracted from news articles, providing a dual analytical lens: structural and interpretive. The findings reveal two dominant discourse coalitions: one promoting economic development and investment legitimacy, and the other emphasizing human rights, environmental risks, and Indigenous resistance. These coalitions reflect discursive polarization within public debates on national strategic projects. Conceptually, the study contributes to Communication Policy Theory by situating media discourse as a site of symbolic governance, where policy legitimacy is negotiated through competing narratives. Methodologically, it demonstrates the utility of DNA in capturing actor alignments, discursive clusters, and coalition dynamics in fragmented media environments. The study underscores the critical role of digital news platforms not only as information intermediaries but as active agents shaping public perception and policy coherence. This research highlights the need for more communication-centered approaches in analyzing policy controversies and offers a replicable framework for mapping discursive power in development conflicts.

Title

Found 17 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 17 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 17 Documents
Search