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Brand Experience Analysis of Teh Botol Sosro Consumers Towards the Box Packaging Variant Dewayani, Rahma Dita; Sulihtyaningrum, Eli; Nasution, Asri Annisa
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.283

Abstract

Teh Botol Sosro is taking steps to vary packaging options by presenting box packaging to remain viable in the Indonesian market. This research looks at the brand experience felt by consumers regarding the packaging variations made by Teh Botol Sosro. Using the case study method with a brand experience theory approach, data were collected through surveys by distributing questionnaires (open questions) and interviews. The research results show that after implementing a packaging variation strategy, the brand experience of Teh Botol Sosro consumers also changes. It was found that sensory consumers get a better experience through more varied packaging designs so they can be customized to meet activity needs, such as being easier to hold. Intellectually, Teh Botol Sosro has succeeded in providing consumers with the latest information in the form of raw materials used for packaging using recyclable paper and still maintaining environmentally friendly glass bottle packaging; behaviorally, consumers do not have to look for a special moment to get Teh Botol Sosro, because whenever and wherever it is relatively easy and practical to find it; Affectionately, the variety of packaging makes consumers feel more connected in various situations while still being able to enjoy Teh Botol Sosro, as is also visualized in several television advertisements.
Posisi Bahasa Jawa Jembersebagai Alat Komunikasi pada Masyarakat Banyumasan: Tinjauan Bourdieu di Desa Jatimulyo Kecamatan Jenggawah Kabupaten Jember Sulihtyaningrum, Eli; Eddyono, Aryo Subarkah
Bahasa: Jurnal Keilmuan Pendidikan Bahasa dan Sastra Indonesia Vol 6, No 1 (2024): Bahasa: Jurnal Keilmuan Pendidikan Bahasa dan Sastra Indonesia
Publisher : ppjbsip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26499/bahasa.v6i1.958

Abstract

This research investigates the phenomenon of language competition between Megelen (a dialect of Javanese spoken in Banyumas) and Jemberan (a dialect of Javanese spoken in Jember) within the context of communication among multi-ethnic communities in the village of Jatimulyo. The aim is to understand the dominance of Jemberan Javanese and the reasons behind its usage in communication among the Banyumas community. A qualitative approach is adopted, employing Bourdieu's framework of social practice logic (agent-habitus-mode-field), with observations conducted in family settings, neighborhoods, and public spaces. Data is gathered through triangulation of sources including observations, interviews, and document reviews. Data analysis follows Miles and Huberman's qualitative analysis method (reduction, presentation, and drawing conclusions/verification). The findings indicate that Jemberan Javanese dominates as a communication tool due to its symbolic power, although Banyumas Javanese dialects are maintained as distinctions within family and neighborhood contexts. These findings support the view that Bourdieu's framework of social practice logic is dynamic and relevant for analyzing cultural phenomena such as shifts in language use. AbstrakPenelitian ini membahas fenomena persaingan bahasa antara bahasa Megelen (bahasa Jawa dialek Banyumasan) dan bahasa Jawa dialek Jember dalam konteks komunikasi masyarakat multi-etnis di desa Jatimulyo. Tujuannya adalah untuk memahami dominasi penggunaan bahasa Jawa dialek Jember dan alasan di baliknya dalam komunikasi masyarakat Banyumasan. Pendekatan kualitatif digunakan dengan mengadopsi kerangka logika praktik sosial Bourdieu (agen-habitus-moda-ranah), di mana observasi dilakukan pada ranah keluarga, rukun tetangga, dan ruang publik. Data diperoleh melalui triangulasi sumber yang melibatkan hasil observasi, wawancara, dan penelusuran dokumen. Analisis data menggunakan metode analisis kualitatif Miles dan Huberman (reduksi, penyajian, dan penarikan kesimpulan/verifikasi). Hasil penelitian menunjukkan bahwa bahasa Jawa dialek Jember mendominasi sebagai alat komunikasi karena kekuatan simbolik yang dimilikinya, meskipun bahasa Jawa dialek Banyumasan tetap dipertahankan sebagai distingsi dalam ranah keluarga dan tetangga. Temuan ini mendukung pandangan bahwa kerangka logika praktik sosial Bourdieu dapat dinamis dan relevan untuk menganalisis fenomena budaya seperti perubahan dalam penggunaan bahasa.