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All Journal Borobudur Communication Review Proceedings of Jogjakarta Communication Conference (JCC)
Juliana, Silvia Ayu
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Languange, Linguistic, Communication & Media Social Sciences

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Tinjauan Etika dalam Promosi Galon Cleo di Akun Instagram @stefanigabriela Juliana, Silvia Ayu; Astuti, Innas Widya; Pramesti, Rosatania Dyah
Borobudur Communication Review Vol 4 No 1 (2024)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/bcrev.10585

Abstract

Penelitian ini bertujuan untuk mengetahui tinjauan etika dalam promosi galon Cleo dan menganalisa lebih dalam berkaitan dengan pelanggaran yang terjadi di akun Instagram @stefanigabriela. Jenis penelitian ini yaitu penelitian deskriptif kualitatif, dalam pelaksanaannya metode pengumpulan data menggunakan dokumentasi berupa video, caption , dan komentar yang kemudian di screenshot, juga studi pustaka yang berasal dari buku dan jurnal sebagai acuan penelitian terutama yang berkisar pada dua hal yaitu etika dan media digital. Berdasarkan penelitian, ditemukan beberapa pelanggaran etika yang dilakukan Stefani yaitu merendahkan produk pesaing, tidak mencantumkan sumber data yang jelas, dan merendahkan anak-anak berkebutuhan khusus (difabel).
Marketing Communication Strategy of Pesona Maidah Bakery Based on Personal Selling in 2024 Juliana, Silvia Ayu; Sudiwijaya, Erwan
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This study aims to describe the marketing communication strategy based on personal selling implemented by Pesona Maidah Bakery in 2024. Employing a descriptive qualitative approach, data were collected through structured interviews and field observations and analyzed using Miles and Huberman's model. The findings reveal that personal selling was carried out intensively and relationally by sales personnel through strong interpersonal approaches, including empathetic communication, suggestive persuasion techniques, product sampling, and attractive promotional offers. Sales agents actively targeted strategic locations such as traditional markets and public areas to find prospective customers, fostered emotional connections through informal conversations, and maintained customer loyalty via follow-up communication on WhatsApp. The product advantages communicated include the use of premium ingredients, absence of preservatives, and daily fresh production. The analysis indicates that this strategy effectively fosters emotional closeness, builds trust, and enhances customer loyalty. The personal selling strategy of Pesona Maidah Bakery reflects the principles of Relationship Marketing, emphasizing not merely transactional outcomes, but the development of long-term relationships with consumers through human-centered, adaptive, and consistent communication.
Co-Authors Astuti, Innas Widya Pramesti, Rosatania Dyah Sudiwijaya, Erwan