Garuda - Garba Rujukan Digital

Brand Ambassador Internasional dan Citra Produk Lokal Selvia, Della; Savitri Setyo Utami, Lusia
Kiwari Vol. 3 No. 3 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i3.31965

The development of the Korean Wave has had a big impact, one of which is the use of Korean actors as brand ambassadors to represent companies in the eyes of the public. One company that uses Korean actors as brand ambassadors is Azarine Cosmetic. Azarine Cosmetic officially announced that Lee Min-Ho will become its brand ambassador in April 2022. The purpose of this research is to describe the views of Azarine Cosmetic users regarding the use of Lee Min Ho as a brand ambassador. The research was conducted using several theoretical concepts that were considered important to assist research, namely communication concepts and theories, sources or communicators, brand ambassador characteristics, and image. This research carried out a qualitative approach. Meanwhile, the research methodology used is a case study. To obtain the required data and information, interviews were conducted with sources who met the requirements, documentation and literature study. The results of the research that has been carried out show that in selecting a brand ambassador, companies must consider the type and characteristics of the brand ambassador they will use. The beauty product company Azarine Cosmetic uses a spokesperson. In the process of selecting a brand ambassador, it is explained that there are several factors that need to be considered, such as relevance to the product, attractiveness and charisma, credibility, commitment, good communication, flexibility and social influence. Through the results of this research, it can also be seen that Lee Min-Ho meets the characteristics needed as a brand ambassador to form a positive company image in the eyes of the public. Perkembangan Korean Wave memberikan dampak besar salah satunya adalah penggunaan aktor Korea sebagai brand ambassador untuk mewakili perusahaan di mata publik. Salah satu perusahaan yang menggunakan aktor Korea sebagai brand ambassador adalah Azarine Cosmetic. Azarine Cosmetic secara resmi mengumumkan bahwa Lee Min-Ho menjadi brand ambassador pada April 2022. Tujuan dari penelitian ini adalah untuk mendeskripsikan pandangan dari pengguna Azarine Cosmetic atas penggunaan Lee Min Ho sebagai brand ambassador. Penelitian dilakukan dengan menggunakan beberapa konsep teoritis yang dipandang penting untuk membantu penelitian yaitu konsep dan teori komunikasi, sumber atau komunikator, karakteristik brand ambassador, dan citra. Penelitian ini dilakukan pendekatan kualitatif. Sedangkan dan metodologi penelitian yang digunakan adalah studi kasus. Untuk memperoleh data dan informasi yang dibutuhkan dilakukan wawancara dengan narasumber yang memenuhi persyaratan, dokumentasi, dan studi pustaka. Hasil penelitian yang telah dilakukan memperlihatkan bahwa dalam pemilihan brand ambassador, perusahaan harus mempertimbangkan jenis dan kerakteristikl brand ambassador yang akan digunakan. Perusahaan produk kecantikan Azarine Cosmetic menggunakan spokesperson. Dalam proses pemilihan brand ambassador digambarkan bahwa ada beberapa faktor yang perlu diperhatikan seperti relevansi dengan produk, daya tarik dan kharisma, kredibilitas, komitmen, komunikasi yang baik, flexibility serta pengaruh sosial. Melalui hasil penelitian ini juga dapat diketahui bahwa Lee Min-Ho memenuhi karakteristik yang dibutuhkan sebagai seorang brand ambassador untuk membentuk citra perusahaan secara positif di mata publik.

Komunikasi Virtual Antaranggota Kelompok Gamers Mobile Legend Poseidon Yuditha Emmanuel, Ronald; Savitri Setyo Utami, Lusia
Kiwari Vol. 3 No. 3 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i3.32017

Mobile Legend is an online game in the Moba genre or Multiplayer Online Battle Arena where each player has to work together to win the game. Roles are the roles of each hero in Mobile Legends which are grouped based on their duties and functions in a game. Communication is an important factor in this game because in the game you have to have a strategy that must be carried out together, therefore teamwork is needed. Usually in the Mobile Legend game virtual communication and group communication are the main choices for players so they can carry out the strategies that have been prepared. The purpose of this research is to determine and describe virtual communication between groups within the Poseidon team. This research was conducted using a qualitative approach using the case study method. Data was obtained from interviews with four informants, observation, documentation and literature study. The research results show that communication is the most important thing in playing the Mobile Legend game and choosing the communication media to be used also has a very important role for gamers so they can communicate comfortably virtually. A team must have a leader who is the main figure in directing the players and maintaining communication so that there is no miscommunication and differences of opinion between the team. Mobile Legend merupakan salah satu game online bergenre Moba atau Multiplayer Online Battle Arena di mana setiap pemain harus saling bekerja sama untuk memenangkan permainannya. Komunikasi menjadi faktor penting di dalam permainan ini karena dalam permainannya harus memiliki strategi yang harus dijalankan bersama, maka dari itu kerja sama tim diperlukan. Tujuan penelitian ini adalah untuk mendeskripsikan komunikasi virtual antaranggota kelompok di dalam tim Poseidon. Penelitian ini dilakukan dengan pendekatan kualitatif dengan metode studi kasus. Data diperoleh dari kegiatan wawancara dengan empat orang informan, observasi, dokumentasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa komunikasi menjadi hal terpenting dalam bermain game Mobile Legend dan pemilihan media komunikasi yang akan digunakan juga memiliki peran yang sangat penting bagi para gamersagar dapat berkomunikasi virtual dengan nyaman. Di dalam sebuah tim harus memiliki seorang leader yang menjadi sosok utama dalam mengarahkan pemain dan menjaga komunikasi supaya tidak terjadi miskomunikasi dan perbedaan pendapat antartim.

Pandangan Penggemar pada Kolaborasi Produk Somethinc X NCT Dream Christiansen, Destra Thesalonika; Savitri Setyo Utami, Lusia
Prologia Vol. 7 No. 1 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i1.21280

Marketing communication is a method used by companies and brands in conveying messages to potential customers by persuading, directing, and reminding a product, either directly or indirectly. Collaboration is a concrete example of promotional activities in marketing communications. The development of technology makes the promotion of activities change towards digitalization and facilitates the exchange of information and culture and creates popular culture. The emergence of K-Pop idol groups is a product of the music industry, where the Indonesian people themselves have great enthusiasm for the presence of K-Pop idol groups. The purpose of this study was to find out and describe fan comments on the Somethinc x NCT DREAM collaboration promotional activities. Theoretical foundation in research is marketing communications, collaboration, Korean wave¸ and fans. This research was conducted using a qualitative approach and researchers conducted interviews with four informants. The results of this study are that NCT DREAM fans see collaborative activities with Somethinc as promotional activities that benefit both parties. As fans they are aware of marketing activities that can introduce Brand Something to a wider audience. On the other hand, other K-Pop fans can get to know NCT DREAM through this collaboration. Komunikasi pemasaran merupakan cara yang diterapkan oleh perusahaan maupun brand dalam menyampaikan pesan kepada calon konsumen dengan cara membujuk, menginformasikan dan mengingatkan terhadap suatu produk baik secara langsung maupun tidak langsung. Kolaborasi merupakan salah satu contoh konkret dari kegiatan promosi dalam komunikasi pemasaran. Berkembangnya teknologi membuat kegiatan promosi mengalami perubahan ke arah digitalisasi dan memudahkan terjadi pertukaran informasi dan budaya dan melahirkan budaya populer. Munculnya grup idola K-Pop merupakan hasil produk industri musik, dimana masyarakat Indonesia sendiri memiliki antusias yang besar terhadap kehadirannya grup idola K-Pop. Tujuan penelitian ini untuk mengetahui dan mendeskripsikan pandangan penggemar pada kegiatan promosi kolaborasi Somethinc x NCT DREAM. Landasan teoritis dalam penelitian adalah komunikasi pemasaran, kolaborasi, Korean wave¸dan penggemar. Penelitian ini dilakukan dengan pendekatan kualitatif dan peneliti melakukan wawancara kepada empat informan. Hasil dari penelitian ini bahwa penggemar NCT DREAM melihat kegiatan kolaborasi bersama Somethinc sebagai kegiatan promosi yang menguntungkan kedua belah pihak. Sebagai penggemar mereka sadar bahwa kegiatan pemasaran yang dapat memperkenalkan brand Somethinc kepada khalayak yang lebih luas. Sebaliknya penggemar K-Pop lainnya bisa mengenal NCT DREAM melalui kolaborasi ini.

The Meaning of Media Independence by Journalists in the 2024 Election Yoedtadi, Gafar; Djunaidi, Ahmad; Setyanto, Yugih; Savitri Setyo Utami, Lusia
Jurnal Komunikasi Vol. 16 No. 1 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i1.27349

The 2024 Presidential Election is a political event that the public has been waiting for. At that time, the public can exercise their political rights to elect government leaders for the next five years. Seeing such great public attention, the mass media will place the 2024 General Election and Presidential Election as one of the main portions of the news. However, like the 2014 and 2019 Presidential Elections and Elections, it is suspected that it will be difficult for the mass media to stand in a neutral position. Mass media, especially television stations, are owned by entrepreneurs who are affiliated with political parties and support the 2024 presidential and vice presidential candidates.This research aims to explain the meaning of television journalists regarding media independence ahead of the 2024 general election and presidential election. This research uses a qualitative approach with phenomenological research method to understand the construction meaning of journalists. The object of this research is the meaning of television journalists regarding media independence ahead of the 2024 general election and presidential election. The research subjects were television journalists from two media groups, MNC Group and Media Group, who were selected purposively. The research data was analyzed using media political economy theory. Findings from the research show differences in the subjective meaning of media independence among television journalists. Although they agree on the urgency of media independence as a guardian of press freedom, differences of opinion arise especially regarding the role of media owners in editorial policy. Some journalists consider the intervention of media owners to be acceptable, while others consider it a violation of the journalistic code of ethics. Different views are also seen in terms of implementing media independence. Some see media independence as the freedom for the media to support political parties or presidential candidates that are in line with the editorial views. On the other hand, there are journalists who believe that media independence should be realized through a neutral and unbiased attitude

Youth Political and Social Media Engagement for 2024 Indonesian General Elections Ayu Candraningrum, Diah; Gafar Yoedtadi, Muhammad; Djunaidi, Ahmad; Setyanto, Yugih; Savitri Setyo Utami, Lusia; Retno Hapsari, Zita; Utami, Budi
Calathu: Jurnal Ilmu Komunikasi Vol. 7 No. 1 (2025): Calathu: Jurnal Ilmu Komunikasi
Publisher : School of Communication Science and Media Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/calathu.v7i1.5316

Indonesia has entered a new chapter of politics under the leadership of President Prabowo Subianto and Vice President Gibran Rakabuming Raka. The pair won unanimously in the 2024 General Election, with 58.6% of the vote, the majority of which went to young voters. Indeed, in the 2024 elections, the number of young voters aged 22-30 years was the largest group of voters. A total of 114 million voters, who are millennials and Generation Z, have proven to be able to change political policies in this country for the next 5 years. Half of these young voters are first-time voters. Before the democratic party was held, there were many doubts about the existence of these young people considering the character of Gen Z and millennials is known as an adaptive and responsive generation that will affect their attitudes and behavior. They are also known to be disinterested in political issues, but this is expected to change based on the social media content they see. As a result, issues of polarization, misinformation, and disinformation on social media loomed during the election period. This research uses the concepts of youth politics and social media engagement to achieve the goal of knowing how these young voters use social media to find information related to honest and anti- corruption leadership candidates. This research also uses a qualitative approach with a phenomenology research method and data collection as qualitative and quantitative data. The qualitative data was collected from interviews with 2 Generation Z, while quantitative data was collected sourced from distributing an online survey to 114 Generation Z regarding the use of social media for political campaigns. This refers as amplifier data. The results of the study stated that young voters are very dependent on algorithms running on social media accounts to get information about candidates to be elected in the General Election. In addition, they are also helped by the presence of For Your Page (FYP) on social media, although the content they prefer is classified as misinformation and disinformation.

Konten Sarkasme, TikTok, dan Remaja Pradana, Johannes; Savitri Setyo Utami, Lusia
Kiwari Vol. 3 No. 2 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i2.30171

In general, the language of sarcasm is used to ridicule and even beat the speech partner. Sarcasm language refers to harsh words and contains scathing jokes or satire that can hurt someone's heart. Sarcasm in social media is ridicule or ridicule that is expressed either in writing, photos, or videos. The social media that is widely used by Indonesian people from all walks of life is the TikTok application. One example of sarcasm on TikTok is in the TikTok content of a teenager @ramdani_eka who misused the word "chuaks" to become a sarcastic sentence ending. Examples of teenage sarcasm content are “Elite style, difficult economy chuaks”, and “It's useless to be pretty if you're fat chuaks”. The purpose of this study is to describe and describe the views of adolescents on sarcasm content on the @ramdhani_eka TikTok account. This study uses the theory of symbolic interaction, with three main concepts: Mind, Self, and Society which are the theoretical reviews and uses concepts related to social media. The research methodology used is a qualitative approach with the case study method. The results of the study describe the adolescent's view that sarcasm that does not touch sensitive matters tends to be considered ordinary joke material, but if it mentions sensitive matters, then the sarcasm is considered negative. Pada umumnya bahasa sarkasme dimanfaatkan untuk mengejek bahkan mengalahkan mitra tutur. Bahasa sarkasme mengacu pada perkataan yang kasar dan mengandung olokan atau sindiran pedas yang bisa menyakiti hati seseorang. Sarkasme dalam media sosial merupakan ejekan atau cemoohan yang dituangkan baik secara tulisan, foto ataupun video. Media sosial yang banyak dipakai oleh masyarakat Indonesia dari segala kalangan adalah aplikasi TikTok. Contoh sarkasme di TikTok salah satunya adalah pada konten tiktok seorang remaja @ramdani_eka yang menyalahgunakan kata “chuaks” menjadi sebuah akhiran kalimat sarkasme. Contoh konten sarkasme remaja tersebut “Gaya elit, ekonomi sulit chuaks”, “Percuma cantik kalo gendut chuaks”. Tujuan penelitian ini adalah mendeskripsikan dan menguraikan pandangan remaja pada konten sarkasme di akun TikTok @ramdhani_eka. Penelitian ini menggunakan teori interaksi simbolik, dengan tiga konsep utamanya: Mind, Self, dan Society yang menjadi tinjauan teoritisnya serta menggunakan konsep-konsep terkait media sosial. Metodologi penelitian yang digunakan adalah pendekatan kualitatif dengan metode studi kasus. Hasil penelitian mendeskripsikan pandangan remaja bahwa sarkasme yang tidak menyentuh hal-hal sensitif cenderung dianggap sebagai bahan candaan biasa, tetapi jika sudah menyinggung hal-hal sensitif, maka sarkasme tersebut dianggap negatif.

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