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All Journal Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal InterAct Jurnal Komunikasi Indonesia
Brodjonegoro, Snezana Swasti
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Arts Humanities Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Menjalin Interaksi dengan Konsumen melalui Facebook: Analisis terhadap Tiga Brand Perangkat Elekronik Laptop Brodjonegoro, Snezana Swasti; Virginia, Amelia
JURNAL KOMUNIKASI INDONESIA Vol. 2, No. 2
Publisher : UI Scholars Hub

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Abstract

Moving Towards SDG 12 through Collaboration and Co-creation: Case Study of Garnier and eRecycle Brodjonegoro, Snezana Swasti
Jurnal InterAct Vol. 11 No. 2 (2022): Jurnal InterAct
Publisher : School of Communication - Atma Jaya Catholic University of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/interact.v11i2.3764

Abstract

Dari 17 SDG yang dipaparkan pada Peta Jalan SDGs Indonesia. Menuju 2030, SDG12 Konsumsi dan Produksi yang Bertanggung Jawab adalah salah satu yang paling tidak menjadi prioritas, dilihat dari minimnya data, tujuan, dan diskusi terkait arah kebijakan. Namun demikian, brand dan perusahaan gesit menjawab dorongan untuk mencapai SDG dengan mengambil langkah keberlanjutan di sepanjang proses bisnis dan mengkomunikasikan hal tersebut ke pemangku kepentingan melalui berbagai kanal. Salah satunya adalah Garnier Indonesia, yang melakukan koproduksi layanan pengelolaan sampah terintegrasi dengan eRecyccle. Layanan ini gratis dan konsumen dapat memesan penjemputan sampah anorganik bersih dan terpilah. Studi ini bertujuan untuk menganalisis dan memahami peran brand co-creation dalam mengkomunikasikan konsumsi berlanjut terutama dalam pengelolaan sampah. Ini dilakukan menggunakan kerangka konsep co- production, co-creation, dan komunikasi keberlanjutan. Data dikumpulkan melalui wawancara mendalam dengan orang-orang kunci terkait kolaborasi ini, serta analisis data sekunder yang diterbitkan pada kanal daring Garnier dan eRecycle. Studi ini menyimpulkan bahwa kolaborasi antara Garnier dan eRecycle dapat dianalisis dalam dua fase: co-production dan co-creation. Lebih jauh lagi, proses co-creation antara konsumen dengan kedua brand terjadi dalam dua faset: dengan Garnier dan/atau eRecycle sebagai sebuah brand, dan dengan eRecycle sebagai sebuah layanan. Faset pertama mendorong ko-kreasi keberlanjutan secara tidak langsung, dan fase kedua menghasilkan ko-kreasi keberlanjutan secara langsung. Hal ini juga menunjukkan bahwa pendekatan ko-kreasi dapat diadopsi sebagai strategi untuk mengkomunikasikan mengenai keberlanjutan kepada masyarakat luas.
Value Co-Creation and Sustainability Communication: A Case Study of Lyfe With Less’ Instagram and Telegram Brodjonegoro, Snezana Swasti
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 8 No. 2 (2023): December 2023 - 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.v8i2.923

Abstract

Globally, the term sustainability has been widely used since its first inception back in the 1990s. However, the term itself has only been popularly used in Indonesia for the past half-decade, following the initiation of the Sustainable Development Goals by the UN, which Indonesia supported. Since then, there have been numerous sustainability initiatives by civil communities that are based online. These communities somewhat became the ‘spearheads’ of sustainable consumption communication in Indonesia, educating netizens about various aspects of sustainable consumption, through various platforms – including Instagram and Telegram. This paper aims to analyze how followers and group-members co-create value related to sustainable consumption and lifestyle across the two communication platforms of a sustainable lifestyle online community: Lyfewithless. This paper employs qualitative approach, using value co-creation concept to understand the interaction and communication pattern on both Instagram & Telegram, and communication about/of sustainability as a macro lens to situate this case in the growing body of sustainability communication. Through analyzing the interaction on both platforms during the period of February-May 2022 and February-May 2023, this study shows that the Instagram account & Telegram group of Lyfewithless have slightly different value co-creation dynamics and levels, but complement each other to co-create value among its members and followers in building and rebuilding understanding about sustainable consumption. Furthermore, this study proposes that to achieve its intended impact, organizations must conduct both communication aboutsustainability and communication of sustainability. This study contributes to the sustainable consumption communication literature and supports the notion that civil communities hold important role in educating more people to adapt a more sustainable consumption behavior in the Indonesian context. 
Co-Authors Virginia, Amelia