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All Journal Jobmark: Journal of Branding and Marketing Communication Jurnal Indonesia Sosial Sains
Senjatiana, Ferdy
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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.
Analysis of XYZ's Health Product Communication Strategy in Fulfilling the Elements of the Pharmaceutical Industry Code of Conduct Senjatiana, Ferdy; Noer, Mochammad Kresna
Jurnal Indonesia Sosial Sains Vol. 6 No. 6 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i6.1745

Abstract

This study aims to analyze the health product communication strategy implemented by Company XYZ in complying with the pharmaceutical industry's code of conduct in Indonesia. As a member of the International Pharmaceutical Manufacturers Group (IPMG), Company XYZ faces challenges in delivering ethical product messages amid strict regulations from the Indonesian Food and Drug Authority (BPOM) and IPMG’s code of ethics, which prohibits direct-to-public promotion. This research employs a qualitative approach using a descriptive case study method, involving in-depth interviews, document analysis, and observation. The findings reveal that Company XYZ applies an adaptive and ethical communication strategy through narrative approaches, selective media mapping, and active engagement in industry associations. The strategy reflects a glocal approach, where global communication policies are adjusted to local contexts. Another key finding is the practice of grey area compliance, where communication strategies technically do not violate regulations but still convey product messages implicitly. While this demonstrates the communication team’s ingenuity in navigating regulatory boundaries, it also poses potential risks of unethical communication if not properly managed. This study proposes the development of a more contextual, strategic, and regulation-compliant health product communication model, adapted from the corporate communication framework introduced by Nurlaela Arief. This model is expected to serve as a reference for communication practices in the complex and dynamic pharmaceutical industry.
Co-Authors Fudholi, Ata Hadinugroho, Farid Matahari, Frisky Freny Noer, Mochammad Kresna Paramitha, Ni Ajeng Riandia Putra, Denny Suwarso Saroso, Dhea Andita Sari