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All Journal Yavana Bhasha: Journal of English Language Education Jurnal Riset Manajemen dan Ekonomi Research and Innovation in Applied Linguistics
I Putu Yoga Laksana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Sosial Media Marketing Pada Brand Images Program Studi Bisnis Digital Politeknik Negara Bali Ida Bagus Gede Dananjaya; Upayana Wiguna Eka Saputra; I Gusti Ngurah Sanjaya; I Putu Yoga Laksana; Sagung Mas Suryaniadi
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 1 No. 1 (2023): JANUARI : JURNAL RISET MANAJEMEN DAN EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (163.279 KB) | DOI: 10.54066/jrime-itb.v1i1.97

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Entertainment, Interaction, Customization, Trendiness, dan E-WOM (Electronic Word Of Mouth) terhadap Brand Image pada Program Studi Bisnis Digital Politeknik Negeri Bali. Jenis penelitian ini menggunakan penelitian kuantitatif. Sampel untuk penelitian ini adalah penelitian ini adalah 230 responden siswa Sekolah Menengah Kejuruan (SMK) di Kec. Kuta Selatan, Kabupaten Badung, Bali. Metode pengumpulan data menggunakan angket dan analisis kuantitatif deskriptif menggunakan analisis Partial Least Square (PLS). Hasil penelitian mengungkapkan bahwa hanya variabel Interaction yang terbukti negatif dan tidak signifikan terhadap Brand Image, hal ini dapat terjadi karena nilai t-statistik dan nilai-p yang diperoleh berada di bawah 1,96 dan di atas taraf signifikansi = 0,05. Bahwa semakin baik Interaction maka semakin rendah Brand Image. Kemudian variabel Entertainment, Customization, Trendiness, dan E-WOM menunjukkan pengaruh yang positif dan signifikan terhadap merek. gambar. Oleh karena itu, semakin tinggi Entertainment, Customization, Trendiness, dan E-WOM maka semakin tinggi pula Brand Image pada program studi Bisnis Digital Politeknik Negeri Bali.
THE INTEGRATION OF BALINESE WISDOM “TRI HITA KARANA” IN PRIMARY STUDENTS’ ENGLISH STORYTELLING PERFORMANCES IN DENPASAR I Putu Yoga Laksana; I Made Sutajaya; I Wayan Suja; Antari, Wahyu
Yavana Bhasha : Journal of English Language Education Vol. 8 No. 1 (2025): Volume 8, Issue 1 (2025)
Publisher : Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In an era of globalization, preserving local cultural values while developing English proficiency presents a significant challenge, particularly in culturally rich regions like Bali, Indonesia. This study explores an innovative approach to addressing this challenge by integrating the Balinese philosophy of Tri Hita Karana (THK) into English language storytelling performances of primary school students in Denpasar. Through qualitative analysis of 40 students’ storytelling performances and in-depth interviews with six competition winners, this research reveals the profound potential of culturally responsive language education. The findings demonstrate that young learners can effectively internalize and creatively express traditional values through a foreign language medium, seamlessly incorporating concepts of parhyangan (human-divine relationship), pawongan (human-human relationship), and palemahan (human-nature relationship) into their narratives. Notably, students displayed a sophisticated ability to apply these ancient principles to contemporary issues, challenging assumptions about the dichotomy between global language acquisition and local cultural preservation. The study uncovers a synergistic model where English becomes a tool for cultural expression and evolution, rather than a threat to traditional values. This approach not only enhances language skills but also deepens cultural understanding and fosters a strong sense of identity. By bridging the gap between global communication needs and local wisdom, this research opens new avenues for developing culturally responsive English language teaching methodologies. The integration of THK in English storytelling performances emerges as a promising model for nurturing linguistic competence, cultural awareness, and creative expression, potentially revolutionizing language education in culturally diverse, non-native English speaking contexts.
Critical Discourse Analysis on the Samsung Mobile Phones Advertisements: Applying Fairclough's 3D Model and Social Semiotic Theory I Putu Yoga LAKSANA; Luh Gede Eka WAHYUNI; I Nyoman Adi Jaya PUTRA; VIRGINIYA, Putu Tika
Research and Innovation in Applied Linguistics Vol. 3 No. 1 (2025): [February]
Publisher : Politeknik Negeri Ujung Pandang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31963/rial.v3i1.4989

Abstract

This study employs critical discourse analysis to examine recent advertising campaigns for mobile phones, focusing on a leading global brand. Conducted purely for academic purposes and not reflecting any official brand positions, our research uses a qualitative approach combining Fairclough’s 3D model and Kress and Van Leeuwen’s social semiotics theory. We analyze both textual and visual aspects of 2023 mobile phone advertisements to decode underlying ideologies. Our multimodal critical analysis reveals how linguistic and visual techniques construct aspirational yet constricting identities and lifestyles revolving around constant consumption of mobile technology. Findings demonstrate that these ads exert rhetorical power by addressing perceived shortcomings in target audiences’ lives and positioning new products as indispensable solutions. Imperatives compel viewers to envision improved lifestyles necessitating regular upgrades, while vibrant images of confident models reinforce ideological influence. This study showcases how critical discourse analysis can uncover subtle sociocultural assumptions and mechanisms of rhetorical influence in mobile technology promotions. It exposes how ads promise meaningful change but ultimately deliver superficial upgrades that sustain corporate interests. The key insight is that while ads link consumption to aspirational identities, a critical examination reveals this diversionary focus hinders pursuit of genuine social change. Our analysis contributes to the broader understanding of advertising discourse and its societal implications.
Co-Authors Antari, Wahyu I Gusti Ngurah Sanjaya I Made Sutajaya I Nyoman Adi Jaya Putra I Wayan Suja Ida Bagus Gede Dananjaya Luh Gede Eka Wahyuni Sagung Mas Suryaniadi Saputra, Upayana Wiguna Eka Virginiya, Putu Tika