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All Journal Indonesian Journal for Social Responsibility Jurnal Public Relations (J-PR) Jurnal Audiens
Prastari, Aprilina
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences

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Upaya Meningkatkan Brand UMKM Binaan Baitul Maal Hidayatullah Depok melalui Pelatihan Pengelolaan Media Sosial Hanathasia, Mirana; Prastari, Aprilina; Fortunisa, Ananda; Savitri Jatayusati, Haura
Indonesian Journal for Social Responsibility Vol. 6 No. 02 (2024): December 2024
Publisher : LPkM Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/ijsr.v6i02.311

Abstract

In the middle of the widespread use of social media by Small and Medium Enterprises (SMEs) for promoting their business, some assisted SMEs have yet to maximize the use of this medium fully. Among them are assisted SMEs under Baitul Maal Hidayatullah's (BMH) supervision. Recognizing this condition, Lecturers from the Communication and Management programs of Bakrie University, through the CSR Komunikasih program, initiated the PkM “Improving Assisted UMKM of Baitul Maal Hidayatullah (BMH) Depok through Social Media Management Workshop”. This program aims to prepare assisted SMEs’ knowledge and skills to manage social media in developing brands. The program utilizes both online and offline workshops, as well as mentoring for assisted SMEs. It includes two online workshops, one offline workshop, and a month of post-workshop mentoring for SMEs. The event was attended by eight assisted SMEs of BMH, as well as six students under BMH’s supervision. The program results indicate that over 90% of participants gained an understanding of social media content production for branding and promoting their products. However, some challenges were identified, including limited time for assisted SMEs, technological gaps among assisted SMEs, and time and tool constraints for BMH-supervised students in creating content and following the supervisor's guidance.
Membangun Brand Positioning Melalui Komunitas Daring Prastari, Aprilina
Jurnal Public Relations (J-PR) Vol. 5 No. 1 (2024): April 2024
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jpr.v5i1.3350

Abstract

Penelitian ini ditujukan untuk melihat bagaimana pemilik brand memanfaatkan komunitas dalam membangun brand positioning. Komunitas yang dipilih dalam penelitian ini adalah komunitas yang lebih banyak menggunakan social media dalam berpromosi atau melakukan kegiatan komunikasi dengan target marketnya. Selain untuk membangun brand positioning, penelitian ini juga bertujuan untuk melihat bagaimana pemilik brand mengelola komunitas dan menggerakkan anggota-anggota komunitas untuk mempromosikan merek tersebut ke luar komunitas. Hasil penelitian ini menyimpulkan bahwa untuk membangun brand positioning yang kuat, pemilik brand perlu mengomunikasikannya secara jelas dan konsisten, memiliki daya saing dibanding kompetitornya dan kredibel. Dalam mengelola komunitas online, pemilik brand juga perlu memerhatikan kualitas isi sehingga bermanfaat bagi anggota-anggotanya.  
Analisis Pesan dan Persepsi Konsumen terhadap Iklan TV Aqua Pasca Boikot Produk Terafiliasi Israel Prastari, Aprilina; Gaib, Wafa Auliya Insan
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.615

Abstract

The Israeli occupation of Palestine has been ongoing since 1948. After decades of military aggression, tensions escalated in October 2023 and continued up to the time of this article's writing in March 2025—marking over a year of brutal attacks. One of the major protest movements that gained momentum since October 2023 has been the boycott of brands affiliated with Israel. One such brand is Aqua, a bottled water product whose producer, Danone, is affiliated with Israel. In response to the widespread boycott, Aqua released a "100% Indonesia" TV commercial across television and digital platforms like YouTube. In addition to message analysis, this study aims to understand consumer perceptions of Aqua’s "100% Indonesia" Television Commercial (TVC) and how it influences their decision to continue or discontinue the boycott. A questionnaire was distributed across several groups consisting of Muslims concerned with the Palestinian cause. The results show that consumers with strong religious understanding, who actively follow news about Palestine and participate in pro-Palestine actions, are highly committed to expressing solidarity, one way being through boycotting brands affiliated with the occupiers. Any advertisement, no matter how well-crafted or clearly messaged, will not alter the attitudes and commitments they have made, especially when the product has many available substitutes.
Membangun Brand Positioning Melalui Komunitas Daring Prastari, Aprilina
Jurnal Public Relations (J-PR) Vol. 5 No. 1 (2024): April 2024
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jpr.v5i1.3350

Abstract

Penelitian ini ditujukan untuk melihat bagaimana pemilik brand memanfaatkan komunitas dalam membangun brand positioning. Komunitas yang dipilih dalam penelitian ini adalah komunitas yang lebih banyak menggunakan social media dalam berpromosi atau melakukan kegiatan komunikasi dengan target marketnya. Selain untuk membangun brand positioning, penelitian ini juga bertujuan untuk melihat bagaimana pemilik brand mengelola komunitas dan menggerakkan anggota-anggota komunitas untuk mempromosikan merek tersebut ke luar komunitas. Hasil penelitian ini menyimpulkan bahwa untuk membangun brand positioning yang kuat, pemilik brand perlu mengomunikasikannya secara jelas dan konsisten, memiliki daya saing dibanding kompetitornya dan kredibel. Dalam mengelola komunitas online, pemilik brand juga perlu memerhatikan kualitas isi sehingga bermanfaat bagi anggota-anggotanya.  
Co-Authors Ananda Fortunisa Gaib, Wafa Auliya Insan Mirana Hanathasia Savitri Jatayusati, Haura