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Marketing Public Relations dalam Mempopulerkan Seni Modern dan Kontemporer di Museum Emerald, Serena; Paramita, Sinta
Prologia Vol. 8 No. 1 (2024): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v8i1.27575

Abstract

The tourism industry is a growing economic sector worldwide. Art museums are one of the tourism attractions in Indonesia. Museum of Modern and Contemporary Art in Nusantara (Museum MACAN) is the first museum in Indonesia to display a collection of modern art from Indonesia and around the world. Modern and contemporary art is still relatively new for the Indonesian public. This poses as a challenge for Museum MACAN to introduce itself and communicate modern and contemporary art to the public. As the industrial landscape evolves and competition becomes fiercer the fields of marketing and public relations are becoming more closely intertwined. Marketing Public Relations is the process of planning and evaluating programs by communicating information and creating a credible impression to attract attention and to connect an organization with the public. This research aims to discuss how Marketing Public Relations is implemented by Museum MACAN in popularizing modern and contemporary art. Through a qualitative approach with a case study method, the result shows that Museum MACAN applies Marketing Public Relations which includes push, pull, and pass strategies to popularize modern and contemporary art.  Industri pariwisata merupakan sektor ekonomi yang terus berkembang di seluruh dunia. Museum seni merupakan salah satu daya tarik pariwisata di Indonesia, salah satunya adalah Museum of Modern and Contemporary Art in Nusantara (Museum MACAN). Museum MACAN merupakan museum pertama di Indonesia yang menampilkan koleksi seni rupa modern dari Indonesia dan internasional. Seni modern dan kontemporer masih tergolong sebagai hal yang baru bagi masyarakat Indonesia. Hal ini menjadi tantangan tersendiri bagi Museum MACAN untuk memperkenalkan dirinya dan mengkomunikasikan seni modern dan kontemporer ke masyarakat luas. Seiring dengan perkembangan industri dan persaingan yang semakin ketat, dunia pemasaran (marketing) dan hubungan masyarakat (public relations) memiliki keterkaitan yang semakin erat. Marketing Public Relations dipahami sebagai proses perencanaan dan pengevaluasian program dengan cara mengkomunikasikan informasi dan menciptakan kesan kredibel untuk menarik perhatian dan menghubungkan perusahaan dengan publik. Penelitian ini bertujuan untuk membahas bagaimana Marketing Public Relations yang diterapkan Museum MACAN dalam mempopulerkan seni modern dan kontemporer. Melalui pendekatan kualitatif dengan metode studi kasus, hasil penelitian menunjukkan Museum MACAN menerapkan Marketing Public Relations yang mencakup strategi push, pull, dan pass untuk mempopulerkan seni modern dan kontemporer. 
Formation of Consumer Impulsive Buying in MSMEs through Online Shopping Activities Febriany, Dessy; Tjipto, Jovita Damayanti; Immanuel, Sandy; Buana, Salsabilla Ayundha Marthsa; Emerald, Serena; Keni, Keni
Jurnal Komunikasi Vol. 14 No. 2 (2022): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v14i2.20271

Abstract

Electronic commerce that continues to grow has created a fairly tight competition between business actors. However, this competition can help the sustainability of MSMEs in formulating strategies and switching to selling their products online. Various strategies can be used in e-commerce, one of which is the flash sale countdown timer program. Social media activities and flash sales promotions were able to boost sales figures after the product launch. MSME actors who enter the world of e-commerce also interact with potential buyers by holding live streaming with the aim of utilizing technological developments to reach consumers more broadly. Thus, being able to bring changes to consumer habits, they prefer to shop from home because it is easy, practical, and there are many attractive promos. Therefore, this study was made with the aim of examining the relationship between flash sale countdown timer, live streaming e-commerce on the formation of impulsive buying which is strengthened or weakened by the presence of in-home shopping tendency. Hypothesis testing is done by analyzing Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results showed that flash sale countdown timer and live streaming e-commerce had a positive effect on impulsive buying, also in home shopping tendency as a moderating variable has a positive effect.
KOMUNIKASI ANTARPRIBADI BAGI LANSIA Paramita, Sinta; Natalia, Debira; Wiryana, Febiola; Emerald, Serena
Jurnal Serina Abdimas Vol 1 No 1 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Interpersonal communication is communication that takes place in face-to-face situations between two or more people, either in an organized way or in a crowd of people. Meanwhile, intrapersonal communication or interpersonal communication is communication with oneself with the aim of thinking, reasoning, analyzing and reflecting. The Santa Anna Elderly Home is a homestead or foundation for the elderly that provides services and care so that the elderly can more easily carry out their daily lives, such as bathing, eating, and dressing. This orphanage was founded in 1987 and is located on Jalan Teluk Gong, Gg Mazda 41, Pejagalan, Penjaringan District, North Jakarta City, DKI Jakarta. One of the challenges faced by the Santa Anna Elderly Home is the issue of interpersonal and interpersonal communication among the residents of the orphanage. Not a few of the residents of the orphanage have bad life experiences and feel lonely because they rarely get visits. This problem was exacerbated by the Covid-19 pandemic which lasted for about two years which caused the orphanage to not receive visits from outsiders. Seeing this problem, the PKM team of the Faculty of Communication Sciences, University of Tarumanagara paid a visit to the Santa Anna Elderly Home with the aim of entertaining, developing, and implementing interpersonal and interpersonal communication for the residents of the orphanage. This is realized by a series of simple creative activities that can be a means of interpersonal communication, complemented by entertainment activities that can be a means of interpersonal communication for residents of the orphanage. The implementation of this activity is also supported and enlivened by the Sant'egidio community, a non-profit social community that is quite familiar with the caretakers and residents of the Santa Anna Elderly Home. Komunikasi antarpribadi adalah komunikasi yang berlangsung pada situasi tatap muka antara dua orang atau lebih, baik secara terorganisasi maupun di kerumunan orang. Sementara itu, komunikasi intrapersonal atau komunikasi antarpribadi merupakan komunikasi dengan diri sendiri dengan tujuan untuk berpikir, melakukan penalaran, menganalisis dan merenung. Panti Lansia Santa Anna merupakan wisma atau yayasan untuk orang-orang lanjut usia yang menyediakan pelayanan dan perawatan agar para lansia dapat lebih mudah dalam menjalani kehidupan sehari-hari, seperti mandi, makan, hingga berpakaian. Panti ini didirikan pada tahun 1987 dan berlokasi di Jalan Teluk Gong, Gg Mazda 41, Pejagalan, Kecamatan Penjaringan, Kota Jakarta Utara, DKI Jakarta. Adapun tantangan yang dihadapi oleh Panti Lansia Santa Anna salah satunya adalah perihal komunikasi antarpribadi dan antarpribadi penghuni panti. Tidak sedikit dari penghuni panti memiliki pengalaman hidup yang kurang baik dan merasa kesepian karena jarang mendapat kunjungan. Masalah ini diperkuat dengan adanya pandemi Covid-19 selama kurang lebih dua tahun yang menyebabkan panti tidak menerima kunjungan dari pihak luar. Melihat masalah ini, tim PKM Fakultas Ilmu Komunikasi Universitas Tarumanagara mengadakan kunjungan ke Panti Lansia Santa Anna dengan tujuan menghibur, mengembangkan, dan menerapkan komunikasi antarpribadi dan antarpribadi penghuni panti. Hal ini diwujudkan dengan rangkaian kegiatan pembuatan kreativitas sederhana yang dapat menjadi sarana komunikasi antarpribadi, dilengkapi dengan kegiatan hiburan yang dapat menjadi sarana komunikasi antarpribadi penghuni panti. Pelaksanaan kegiatan ini juga turut didukung dan diramaikan oleh komunitas Sant’egidio, sebuah komunitas sosial non-profit yang sudah cukup familiar dengan pengurus dan penghuni Panti Lansia Santa Anna.