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All Journal Komunikator Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis ASPIRATION Journal Procedia of Social Sciences and Humanities
Longani, Kirti Dang
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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VISUAL MERCHANDISE'S MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR IN THE RETAIL SECTOR IN PUNE Sharma, Preeti; Longani, Kirti Dang
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol 7, No 2 (2023): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.7.2.255-264

Abstract

Visual merchandising is recognized as a marketing communication tool used by retailers to communicate the store or company's fashion value and quality image to prospective consumers. It involves the presentation of products in a visually appealing way to attract and engage shoppers. The main aim of visual merchandising includes educating consumers, enhancing the store's image, and encouraging multiple sales. This is achieved by displaying apparel and accessories together, which can encourage cross-selling and upselling. A distinctive aspect of this study will be its focus on the unique supermarkets of  Pune City. Pune, with its diverse demographic and rapidly evolving retail environment, presents a fertile ground for examining how visual merchandising influences consumer behavior in supermarkets. The city's supermarkets range from local favorites to national chains, each offering a different experience in terms of product variety, pricing, and store design. Understanding these nuances will provide a comprehensive picture of how visual merchandising can be optimized to meet the needs and preferences of Pune's shopper. By incorporating the specific background and characteristics of Pune City Supermarkets into the study, contribute valuable localized insights to the broader discourse on visual merchandising and consumer behavior in the retail sector. The study focuses on Visit Frequency and Time Spent in supermarkets and how much time they spend during each visit. Also, focus on the reasons for the choice of supermarket and Consumer Behaviour in Supermarkets. This may involve factors such as location, pricing, product range, and, the general appearance of the store and available facilities. Emphasis on the general opinions on Supermarket Appearance and buying behavior with reference to Visual Merchandise. This may involve observing whether the placement of products and visual displays affects purchasing decisions. It's essential to conduct this kind of research to understand consumer preferences and behaviours better. Retailers can use this information to tailor their visual merchandising strategies and store layouts to attract and retain customers. Additionally, feedback on the overall shopping experience and reasons for choosing a particular supermarket can inform marketing and business strategies.
Act or Wait and See the Challenges: Artificial Intelligence for Analysing Schizophrenia Syndromes in Social Media Gulati, Akash; Arora, Sugandh; Longani, Kirti Dang
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.621

Abstract

Schizophrenia is a complicated and crippling mental illness that makes it hard to find and treat early on. With the rise of social media, there is a lot of information available to help people learn more about mental health issues, such as schizophrenia syndromes. It might be possible to find possible signs of schizophrenia and improve the diagnostic process by using artificial intelligence (AI) techniques to look at social media data. The frequent use of social media can be indicative of linguistic impairments or alterations brought on by symptoms shared by a variety of mental health illnesses. Over the past 25 years, the detection of these linguistic cues has been studied; however, with the pandemic, interest and methodological advancement have increased dramatically. It is possible that within the next ten years, trustworthy techniques for utilising social media data to forecast mental health status will emerge. This could have an impact on public health policy and clinical practise, especially when it comes to early intervention in mental health treatment.
Role of Public Relations in Corporate Social Responsibility: An Empirical Study Sharma, Karishma; Mohanty, Shiba Prasad; Longani, Kirti Dang
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.629

Abstract

This exploration paper digs into the essential job of advertising (PR) inside the domain of corporate social obligation (CSR). In the present unique business scene, CSR has arisen as a basic part for associations planning to upgrade their standing, form partner trust, and contribute decidedly to society. PR goes about as the essential channel through which organizations convey their CSR drives, drawing in with different partners and moulding discernments. This paper looks to explain the diverse connection among PR and CSR, inspecting how PR methodologies impact CSR rehearses, discernment the board, and authoritative authenticity. Through a far-reaching examination of hypothetical structures, contextual investigations, and industry bits of knowledge, the exploration expects to reveal insight into the essential objectives and difficulties related with incorporating PR into CSR tries. At last, the discoveries of this study add to a more profound comprehension of how PR fills in as an impetus for advancing corporate social obligation and encouraging feasible strategic policies.
Role of Influencer Marketing in Building Brand Awareness Kalkumbe, Khushi; Marathe, Amol; Longani, Kirti Dang
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.630

Abstract

This research paper explores the role of influencer marketing in building brand awareness, employing a quantitative approach through a Google Form questionnaire supplemented by existing literature reviews. The study aims to assess the effectiveness of influencer marketing in increasing brand recognition and to examine the relationship between influencer activities and brand visibility among target audiences. Findings from the survey reveal a significant correlation between influencer marketing efforts and heightened brand awareness, highlighting the pivotal role of influencers in shaping consumer perceptions and driving engagement. The rejection of the null hypothesis underscores the transformative potential of influencer collaborations as a core component of modern marketing strategies. Recommendations for businesses include prioritizing authenticity and alignment of values in influencer partnerships, along with implementing robust monitoring and evaluation mechanisms to optimize campaign effectiveness. Overall, this research underscores the importance of integrating influencer marketing into comprehensive brand promotion strategies to enhance visibility, engage with consumers authentically, and drive sustainable growth in today's competitive marketplace.
The Mediating Role of Communication in Fostering Religious Tolerance within a Diverse Society Abadi, Totok Wahyu; Zetira, Andrea Resha; Balahmar, Ahmad Riyadh Umar; Longani, Kirti Dang
Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Vol 8, No 1 (2024)
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/rjsalb.v8i1.25543

Abstract

This study aims to examine the influence of social prejudice, local wisdom, social piety, religious identity, and communication behaviour on religious tolerance in Sidoarjo Regency. It focuses on the mediating role of communication behaviour in strengthening or weakening the impact of these variables on religious tolerance. A quantitative research approach was adopted, using a structured questionnaire to collect data from respondents in the Sidoarjo Regency. The data was analysed using Structural Equation Modelling (SEM) to test the relationships between the variables and the mediating role of communication behaviour. The results show that communication behaviour plays a crucial role in mediating the influence of social prejudice, local wisdom, social piety, and religious identity on religious tolerance. While social prejudice, local wisdom, and religious identity do not have direct significant effects on tolerance, their impact is enhanced through effective communication. Communication behaviour, characterised by openness, empathy, and support, positively influences religious tolerance, whereas ineffective communication diminishes the positive effects of other variables. The findings suggest that strategies to improve religious tolerance should prioritise communication behaviour. Policymakers, educators, and community leaders are encouraged to implement programmes that foster open dialogue, empathy, and respect among diverse religious groups to strengthen social harmony. This study provides new insights into the role of communication behaviour as a mediating variable in the relationship between social factors and religious tolerance, offering practical implications for enhancing tolerance in multicultural societies.
Government Digital Communication Model in Corporate Social Responsibility Programs (Study in Gunung Kidul, Yogyakarta-Indonesia) Fajri, Choirul; Najih, Muhammad; Longani, Kirti Dang; Novianto, Fiftin; Kusuma, Alan
Komunikator Vol. 16 No. 2 (2024)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.23765

Abstract

This research is a qualitative case study examining government digital communication in the implementation of Corporate Social Responsibility (CSR) programs in Gunung Kidul, Yogyakarta. Many companies have implemented CSR programs in Gunung Kidul, capitalizing on the area’s substantial tourism potential. However, the Regional Government, through the Regional Development Planning Agency (BAPPEDA), has yet to maximize its monitoring and evaluation of these programs, as it currently relies on conventional approaches. The purpose of this study is to identify a government digital communication model for CSR implementation, with a focus on the tourism sector. This model is developed from Werner’s concept of digital communication, incorporating cyberspace, virtual communities, interactivity, and multimedia. Few studies have explored a digital-based communication model for CSR; thus, this research aims to address that gap. By adopting this model, stakeholders can collaborate more effectively to enhance CSR efforts in Gunung Kidul’s tourism sector.
COMMUNICATION PATTERNS OF THE MANGUNAN DISTRICT GOVERNMENT TO THE COMMUNITY IN MANAGING VILLAGE TOURISM POTENTIALS Salim, Mufid; Pangestu, Sony; Barykin, Sergey; Longani, Kirti Dang; Farihanto, M. Najih
ASPIRATION Journal Vol. 3 No. 1 (2022): July Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v3i1.46

Abstract

As one of the Special Region of Yogyakarta districts, Mangunan has many tourism potentials, from artistic and cultural attractions, natural beauty, and human resources. It is a pity if the community does not appropriately use it. The district government must take advantage of its potential as a community representative and be trusted as a policymaker. This study aims to determine how the communication patterns carried out by the district government to the community in managing village tourism potential. This research method uses a descriptive qualitative research approach. This study uses data collection methods with structured interviews by conducting interviews with the district government as policymakers and three tourism object managers. For the data analysis technique, the Grounded approach offered by Miles and Huberman and the theory of message dissemination patterns by Guetzkow were used. The results of this study indicate that the communication pattern carried out by the Mangunan District government uses a simultaneous message distribution pattern, utilizing the district government to convey messages or information directly to tourism actors through regular face-to-face meetings and the WhatsApp chat application.
THE GREEN MOVEMENT OF SUSTAINABILITY: A CASE OF IKEA IN INDIA Longani, Kirti Dang; Sharma, Preeti
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.241-250

Abstract

This research examines IKEA's sustainability movement and its impact on customer behavior. As a global leader in furniture retail, IKEA has embarked on a transformative journey to minimize its environmental footprint and promote responsible consumption practices. By integrating renewable energy, sustainable sourcing, and eco-friendly product lines, IKEA has positioned itself as a pioneer in corporate sustainability. The growing environmental concerns and increasing demand for sustainable business practices have compelled corporations to reassess their strategies. However, the extent to which corporate sustainability efforts influence consumer behavior remains a critical question. This research seeks to address this gap by evaluating the impact of IKEA’s sustainability strategies on customer behavior, particularly in terms of eco-conscious decision-making and brand loyalty. Adopting a mixed-methods approach, the study combines qualitative analysis of IKEA’s sustainability reports and initiatives with quantitative customer surveys. The theoretical foundation is rooted in the Triple Bottom Line framework, emphasizing the balance between economic, social, and environmental sustainability. IKEA’s commitment to 100% renewable energy, ethical material sourcing, and the introduction of recycled and energy-efficient products exemplifies its alignment with this framework. The findings reveal that IKEA’s sustainability initiatives empower customers to make environmentally conscious decisions and enhance brand loyalty through educational campaigns and eco-conscious product offerings. This research underscores the vital role of sustainability in shaping modern consumer behavior and driving corporate success, providing insights for corporations seeking to integrate sustainability into their business models while fostering long-term customer relationships.
Co-Authors Ahmad Riyadh Umar Balahmar, Ahmad Riyadh Umar Arora, Sugandh Barykin, Sergey Choirul Fajri Farihanto, M. Najih Gulati, Akash Kalkumbe, Khushi Kusuma, Alan Marathe, Amol Mohanty, Shiba Prasad Mufid Salim, Mufid Najih, Muhammad Novianto, Fiftin Pangestu, Sony Sharma, Karishma Sharma, Preeti Totok Wahyu Abadi Zetira, Andrea Resha