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All Journal Communications Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Jurnal Ranah Komunikasi (JRK) Dharma: Jurnal Pengabdian Masyarakat Al-Jamahiria : Jurnal Komunikasi dan Dakwah Islam
Rumyeni
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences Other

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Model IMC dalam Bisnis Pendidikan Vokasi di Politeknik Caltex Riau untuk Menguatkan Brand Positioning Edi Tri Prayitno; Yozani, Ringgo Eldapi; Rumyeni
EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI Vol 7 No 2 (2024): Mei
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Pembangunan Nasional Veteran Jakarta

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Abstract

Brand positioning is an effort to position the perception of a brand for consumers. The strength of brand positioning has the power to drive consumers to provide more value than competitors, which can be supported by the Integrated Marketing Communication (IMC) model. This research is based on efforts to improve and strengthen the brand positioning held by Polytechnic Caltex Riau. This is supported by the achievement of student admissions to Polytechnic Caltex Riau, which has shown a positive trend over the past five years amidst intense competition among vocational higher education institutions. This study explores how the IMC implemented by Polytechnic Caltex Riau can help strengthen brand positioning. The research method used in this study is qualitative, with data collection conducted directly and indirectly, and the sample selection technique is purposive sampling. The results of the research analysis found that the Integrated Marketing Communication of Polytechnic Caltex Riau is divided into two categories: the high category (Sales Promotion, Advertising, Sponsorship, Exhibitions, Merchandising, Social media, and Website) and the low category (Direct Marketing, Public Relations, Packaging, and Selling and Sales Management). The implementation process of marketing communication activities at Polytechnic Caltex Riau has seven layers of marketing tools, which the researcher refers to as the wafer layer marketing communication model. It is hoped that the IMC model used by Polytechnic Caltex Riau, which has seven stages in marketing communication activities including the Report, student admission announcement, Socialization, Follow Up, Engagement Program, Workshop, and Goes to School Program, can be used by other campuses to strengthen the brand positioning of vocational higher education institutions.
Strategi Komunikasi Pemasaran Budiman Swalayan dalam Meningkatkan Brand Loyalty di Kota Bukittinggi Al Hadi, Afif; Rumyeni
Al-Jamahiria : Jurnal Komunikasi dan Dakwah Islam Vol. 2 No. 2 (2024): Juli - Desember 2024
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/al-jamahiria.v2i2.8819

Abstract

Artikel ini menganalisis strategi pemasaran Budiman Swalayan dalam menghadapi persaingan di sektor swalayan lokal Kota Bukittinggi. Budiman Swalayan berhasil bertahan di tengah kompetisi ketat. Penelitian ini menggunakan teknik purposive sampling untuk memilih subjek sesuai kriteria. Dengan pendekatan kualitatif deskriptif, penelitian ini mengacu pada konsep komunikasi pemasaran, seperti promosi penjualan, periklanan, penjualan pribadi, dan pemasaran media sosial. Data dikumpulkan melalui wawancara dengan kepala marketing, konsumen, serta observasi langsung. Analisis data menggunakan model Miles dan Huberman, meliputi reduksi data, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Budiman Swalayan menerapkan beberapa strategi. Promosi penjualan dilakukan dengan diskon dan akumulasi poin untuk meningkatkan loyalitas konsumen. Periklanan melalui media luar ruang dan media massa memperluas jangkauan. Penjualan pribadi membangun hubungan erat dengan konsumen, sedangkan pemasaran media sosial menyampaikan informasi terbaru produk dan promosi. Penelitian ini memberikan wawasan praktis tentang strategi pemasaran efektif bagi usaha lokal, serta menjadi acuan untuk meningkatkan daya saing di pasar yang semakin kompetitif. This article analyzes Budiman Swalayan's marketing strategy in facing competition in the local supermarket sector of Bukittinggi City. Budiman Swalayan managed to survive in the midst of intense competition. This research uses purposive sampling technique to select subjects according to the criteria. With a descriptive qualitative approach, this research refers to marketing communication concepts, such as sales promotion, advertising, personal selling, and social media marketing. Data were collected through interviews with the head of marketing, consumers, and direct observation. Data analysis used the Miles and Huberman model, including data reduction, presentation, and conclusion drawing. The results showed that Budiman Swalayan implemented several strategies. Sales promotion is done with discounts and accumulated points to increase consumer loyalty. Advertising through outdoor media and mass media expands reach. Personal selling builds close relationships with consumers, while social media marketing conveys the latest product information and promotions. This research provides practical insights into effective marketing strategies for local businesses, as well as a reference to improve competitiveness in an increasingly competitive market.
MANAJEMEN KOMUNIKASI DALAM MENGELOLA DOVERSITY DI PERUSAHAAN MULTINASIONAL PT. MAERSK Yazid, Tantri Puspita; Rumyeni; Sari Hutagalung, Maduma Yanti
Jurnal Ranah Komunikasi Vol 8 No 2 (2024): Jurnal Ranah Komunikasi (JRK)
Publisher : Jurusan Ilmu Komunikasi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/rk.8.2.78-86.2024

Abstract

Maersk highly values and respects diversity as its core value, and it is its fundamental responsibility to never discriminate against employees. Discrimination could hinder someone from working or creating things to develop themselves, constructing inequalities and imbalance and a less prosperous society. According to the data from Maersk company, it has a target for >40% women in management (specific targets by level) and >30% diverse nationality of the executive. Maersk company had set a new target for 2025. This research focuses on how Maersk management manages the communication between diversity that exists within, such as culture, age, religion, and different perspectives. This is qualitative research, The informants interviewed were selected through purposive technique, Miles and Huberman model data analysis techniques were used. The results of this study show that PT Maersk manages diversity well through three stages, namely planning, implementation, and evaluation.
Pengarauh Terpaan Konten Video #OOTD di TikTok Terhadap Perilaku Konsumtif Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Riau Nugroho, Pramudia; Rumyeni
Communications Vol. 6 No. 1 (2024): Communications
Publisher : Prodi S1 Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/communications.6.1.3

Abstract

The social media that is currently dominating and widely used is TikTok. The features in the TikTok app are very diverse, one of which is hashtags. One video content often seen on TikTok is #OOTD or outfit of the day. This study aimed to see the effect of exposure to #OOTD video content on the consumptive behavior of students of the Faculty of Economics and Business of Riau University. The research method used is quantitative, with an explanatory approach and a questionnaire as the main instrument in data collection. In determining the sample using the unknown population formula and the results obtained were 100 respondents. Purposive sampling was used as a sampling technique. The S-R theory is used, whereas the stimulus-response theory assumes that spoken words (oral-written), non-verbal cues, pictures, and specific actions stimulate other people to respond a certain way. Based on the results of this study, the independent variable (X) #OOTD Video Content on TikTok has an influence of 48.5% on the dependent variable (Y) Consumptive Behavior of students of the Faculty of Economics and Business, Riau University. This, H0 is rejected, and Ha is accepted.
PENDAMPINGAN PRODUKSI KONTEN DIGITAL DALAM UPAYA PENGEMBANGAN PROGRAM PEMBERDAYAAN MASYARAKAT EKONOMI KREATIF DI DESA DAYUN Yozani, Ringgo Eldapi; Rumyeni; Welly Wirman; Nurul Mustaqimmah; Lintang Arum Bagasati
Dharma: Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Mei
Publisher : Universitas Pembangunan Nasional "Veteran" Yogyakarta

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Abstract

Konten menjadi salah satu cara paling efektif dalam menyampaikan pesan kepada khalayak. Konten memainkan peranan penting dalam memenuhi kebutuhan akan informasi khalayak. Pembuatan konten konten digital tersebut dapat menjadi cara kreatif untuk meningkatkan dan mendorong sumber daya yang ada di masyarakat. Seperti desa Dayun yang pada tahun 2022 menjadi percontohan desa kreatif Nasional. Kementerian Pariwisata dan Ekonomi kreatif dalam programnya desa kreatif telah memilih Desa Dayun sebagai desa percontohan. Tingginya potensi Desa Dayun di siak ini membuat pengabdian yang akan dilakukan menjadi relevan karena dalam upaya pengembangan program pemberdayaan masyarakat ekonomi kreatif tentu akan menghadapi beberapa tantangan. Tujuan dari pengabdian ini adalah untuk meningkatkan kemampuan literasi digital seperti pembuatan konten kreatif. Tim pengabdian dari Universitas Riau akan turun untuk membantu memberikan solusi bagaimana membuat konten dari pemanfaatan media digital sehingga dapat membantu masyarakat desa Dayun dalam meningkatkan visibilitas, memperluas jangkauan pasar, dan meningkatkan penjualan. Penggunaan literasi digital dan platform seperti Canva dan Capcut. Kegiatan pengabdian ini akan menghasilkan luaran berupa publikasi artikel dalam jurnal akreditasi nasional Sinta 6, publikasi kegiatan pengabdian pada media online, video dokumentasi kegiatan yang dipublikasikan pada youtube fakultas, dan laporan akhir pengabdian. Diharapkan bahwa kegiatan pengabdian ini akan membantu Masyarakat di Desa Dayun Kabupaten Siak dapat mengubah ekonomi lokal dan berkontribusi pada pembangunan berkelanjutan. Dengan meningkatkan kapasitas dan keterampilan digital mereka, Masyarakat tidak hanya akan mampu bersaing di pasar lokal dan nasional, tetapi juga akan membantu menciptakan lapangan kerja baru dan meningkatkan kesejahteraan masyarakat setempat lainnya. Pada akhirnya, tujuan dari program ini adalah untuk membangun ekosistem masyarakat ekonomi kreatif yang dapat membantu pertumbuhan ekonomi Kabupaten Siak dalam jangka panjang
Co-Authors Al Hadi, Afif Edi Tri Prayitno Lintang Arum Bagasati Nugroho, Pramudia Nurul Mustaqimmah, Nurul Ringgo Eldapi Yozani Sari Hutagalung, Maduma Yanti Tantri Puspita Yazid Welly Wirman