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All Journal IKRA-ITH ABDIMAS Warta Ikatan Sarjana Komunikasi Indonesia Mediakom : Jurnal Ilmu Komunikasi Indonesian Journal of Global Health research Jurnal Pengabdian Teratai PROGRESIF IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Journal of Digital Media Communication Feedback International Journal of Communication
Rahmadiana, Rahmadiana
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Peningkatan Manajemen Usaha dan Inovasi Literasi Pemasaran Digital pada Kelompok Usaha Kuliner Warung Sakinah, Telaga Murni Cikarang Barat Kabupaten Bekasi Sari, Hastuti Indra; Rahmadiana, Rahmadiana; Pratiwi, Rina; Mulyadi, Mulyadi
IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Vol 5, No 2 (2025): IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat
Publisher : Univeristas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/iptek.v5i2.79638

Abstract

Abstrak. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas manajerial dan literasi pemasaran digital bagi pelaku usaha kuliner anggota Kelompok Warung Sakinah, yang berlokasi di Telaga Murni, Cikarang Barat, Kabupaten Bekasi. Permasalahan utama yang dihadapi kelompok ini meliputi lemahnya pencatatan keuangan, strategi pemasaran yang masih konvensional, dan rendahnya pemanfaatan media digital untuk promosi usaha. Kegiatan dilaksanakan dengan pendekatan partisipatif terhadap 15 anggota pelaku usaha kuliner mitra, di mana mitra dilibatkan secara aktif pada setiap tahapan, mulai dari sosialisasi, pelatihan manajemen usaha, pelatihan literasi digital, hingga pendampingan lapangan dan evaluasi. Hasil kegiatan menunjukkan peningkatan signifikan dalam kemampuan pengelolaan usaha dan pemasaran digital. Sebanyak 80% peserta mampu menyusun business plan dan melakukan pencatatan keuangan mingguan, sementara 90% peserta telah memiliki akun bisnis aktif di media sosial dan rutin mempublikasikan konten promosi. Dampak positif juga terlihat dari peningkatan omzet kelompok sebesar 20–30% setelah penerapan strategi digital. Partisipasi aktif mitra menjadi faktor kunci keberhasilan kegiatan, ditandai dengan terbentuknya Tim Digital Warung Sakinah sebagai wujud komitmen terhadap keberlanjutan program. Kegiatan ini membuktikan bahwa peningkatan kapasitas manajerial dan literasi digital melalui pendekatan partisipatif dapat memperkuat daya saing dan keberlanjutan UMKM kuliner lokal. Model pemberdayaan ini juga berpotensi untuk direplikasi pada kelompok usaha serupa di wilayah lain dalam rangka mempercepat transformasi digital sektor UMKM di Kabupaten Bekasi.Kata kunci: Literasi digital; Manajemen usaha; UMKM kuliner; Pemasaran digital; Pemberdayaan masyarakat.
Commodification of Padel Sports as A Culture of Capitalism and Personal Branding on Instagram Rahmadiana, Rahmadiana; Wahjono, Dani Siswardhani
Feedback International Journal of Communication Vol. 2 No. 4 (2025): December 2025
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v2i4.215

Abstract

The rapid expansion of digital platforms has transformed sport from a physical and recreational practice into a symbolic and economic resource within digital capitalism. In Indonesia, padel has emerged as a lifestyle sport closely associated with urban elites and Instagram-based self-presentation. This study examines how padel is commodified as a cultural practice and mobilized as a personal branding strategy through visual representations on Instagram. This research adopts a qualitative approach using digital visual content analysis. Data consist of Instagram posts related to padel activities uploaded by Indonesian influencers and public figures between April and July 2025. The analysis integrates Roland Barthes’ semiotic framework to examine denotative, connotative, and mythic meanings, alongside Mosco’s political economy of communication to contextualize these representations within the structural logic of digital capitalism. The findings reveal that padel is represented less as a competitive sport and more as a cultural commodity embedded in luxury consumption, aesthetic coherence, and emotional display. Visual elements such as premium venues, branded equipment, fashionable attire, and expressions of joy and confidence construct padel as a marker of prestige, modernity, and social distinction. Influencers strategically integrate padel into lifestyle narratives, transforming leisure activities into symbolic and economic capital within Instagram’s attention economy. These findings indicate that padel functions as a performative space where identity, emotion, and consumption intersect under platform capitalism. The commodification of padel reflects broader dynamics of cultural and emotional capitalism, in which emotions and authenticity are instrumentalized for visibility and engagement.
Motivation for Housewives to Become Content Creators on Facebook Social Media Rahmadiana, Rahmadiana; Kasusilaningrum, Tyas; Wahab, Afwan
Warta Ikatan Sarjana Komunikasi Indonesia Vol. 7 No. 2 (2024): Desember 2024
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/wartaiski.v7i2.300

Abstract

The development of technology and social media has changed the pattern of user participation from passive consumers to active producers. Facebook, with its innovative features such as Reels and paid subscriptions, is becoming a popular platform that encourages users, including housewives, to create content of economic value. This study uses the theory of Uses and Gratifications to analyze the motivation of housewives to use Facebook in meeting social needs, This study uses a qualitative approach with a case study design to explore the experience of housewives as content creators on Facebook. Data were collected through direct observation and in-depth interviews with four informants who met the criteria. Data analysis is carried out by means of data reduction, data presentation, and conclusion drawn. This approach aims to understand the motivation of using Facebook and become a content creator, interaction pattern, and satisfaction for housewives on social media. The results of the study show that housewives use Facebook to meet social, entertainment, information, and economic needs. They build a support network as content creators, creating everyday videos, humor, or tutorials that entertain themselves and their audience. For information needs, they share tips, practical solutions, and product recommendations. Economic motivation also drives them to monetize content for additional income. Facebook is not only a communication tool, but also a platform for social interaction, entertainment, information dissemination, and economic empowerment.
Co-Authors Aripin Ahmad, Aripin Asnawi Abdullah Bambang Santosa Banyusufi, Azizah Mentari Fahmi Ichwansyah Fajriah, Nurul Fikri Fikri Gustiawan, Deni Herna, Herna Kasusilaningrum, Tyas M. Marthoenis Mulyadi Mulyadi Rina Pratiwi Risnawati, Henny Salim Salim, Salim Sari, Hastuti Indra Sutanto, Vinna Waty Sutanto, Vinnawaty Wahab, Afwan Wahjono, Dani Siswardhani Zibran, Rifaldi Zulmita, Zulmita