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All Journal Ultimacomm: Jurnal Ilmu Komunikasi Jobmark: Journal of Branding and Marketing Communication
Saroso, Dhea Andita Sari
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Tokopedia and Komunikasi Berasa: The Case of ‘Filosofi Pete’ Campaign Saroso, Dhea Andita Sari; Paramitha, Ni Ajeng Riandia; Putra, Denny Suwarso; Matahari, Frisky Freny; Fudholi, Ata; Senjatiana, Ferdy; Hadinugroho, Farid
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i1.371

Abstract

Komunikasi Berasa (experientially-meaningful communication) is communication that synergizes messages and experiences with messages by creating a supportive atmosphere that creates deep meaning and impressions. This article analyzes Tokopedia's TVC advertising campaign version of "Pete's Philosophy" from the perspective of Komunikasi Berasa's theory with six dimensions: sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This advertisement is significant because it represents human insights closely related to consumers' problems, instincts, and daily lives, so the messages conveyed are relevant and authentic. This study's results inspire brands to create meaningful campaign messages as an effective way to steal audiences' hearts.
The Community Relations Strategy Through the 9th NextDev Program as the Implementation of Corporate Social Responsibility by PT Telekomunikasi Selular (Telkomsel) Saroso, Dhea Andita Sari; Noer, Mochammad Kresna
ULTIMA Comm Vol 16 No 2 (2024): Regular issue
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v16i2.4045

Abstract

The growth of digital startups in Indonesia faces major challenges, including limited access to funding, low digital literacy, and uneven infrastructure, which hinder business sustainability. PT Telekomunikasi Selular (Telkomsel), through its CSR program "9th NextDev" themed Growing to Inspire, aims to address these issues by strengthening the digital startup ecosystem using a community relations approach. This program serves as a strategic initiative to drive digital innovation while supporting social sustainability within Indonesian communities. This study explores Telkomsel's community relations strategy in building sustainable relationships with digital startup communities. The focus is on how the 9th NextDev program supports training, business development, and the empowerment of digital communities as part of the company's corporate social responsibility (CSR). Using a qualitative case study approach, this research applies Edmund M. Burke's theory, which includes three main pillars: Building Sustainable Relationships of Trust, Managing Community Issues and Concerns, and Using Community Support Programs to Build Trust. The findings indicate that the program successfully establishes sustainable relationships through transparent information sharing, two-way communication, and active community engagement. To address community issues, the program identifies the specific needs of startups, resolves conflicts, and responds promptly to challenges such as limited digital literacy and technology adoption in regions with inadequate infrastructure. Through mentoring, technical training, and access to business networks, the program strengthens the foundation of startups and fosters inclusivity. Despite persistent infrastructure challenges, socially relevant technology-based solutions have enabled 9th NextDev to enhance startup sustainability while boosting Telkomsel's reputation as a leader in sustainable digital innovation in Indonesia.
Co-Authors Fudholi, Ata Hadinugroho, Farid Matahari, Frisky Freny Noer, Mochammad Kresna Paramitha, Ni Ajeng Riandia Putra, Denny Suwarso Senjatiana, Ferdy