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All Journal International Journal of Science and Applied Science: Conference Series Jurnal ASPIKOM Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Mantik Communication Avant Garde Jurnal Ilmu Komunikasi AKRAB International Journal of Visual and Performing Arts MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Review of Multidisciplinary Education, Culture and Pedagogy (ROMEO) Jurnal Riset Pendidikan dan Pengajaran (JRPP) Indonesian Research Journal on Education Innovative: Journal Of Social Science Research Journal of Educational Management Research Journal of Mandalika Literature Jurnal Indonesia : Manajemen Informatika dan Komunikasi J-CEKI
Jati, Rocky Prasetyo
Universitas Budi Luhur
Religion Aerospace Engineering Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Veterinary Other

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Journal : Avant Garde

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Film Dokumenter Sebagai Metode Alternatif Penelitian Komunikasi Rocky Prasetyo Jati
Avant Garde Vol 9, No 2 (2021): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v9i2.1552

Abstract

The use of audio-visual media as a documentation tool in research practice is growing along with technology development. Audio-visual media has advantages and benefits in searching for audio-visual data such as depth of information. This development is a new opportunity for research method innovation. This article argues that documentary films as an embodiment of audio-visual media are an alternative method in research practice. Documentary films are used as research tools, data/information, or research dissemination facilities and can be considered research methods. The use of digital media technology in making documentary films is also a concern of this article because it makes it easier for researchers, primarily to fulfill the functions of supporting tools for research data retrieval and data analysis. While documentary filmmaking has long been seen as a creative endeavor, it is now finding an opportunity in academia. However, some questions remain about the characteristics of documentary filmmaking as a research approach. This article attempts to show the methodological process adopted by documentary films as a qualitative research strategy. This study uses a qualitative approach with the method of literature study and observation and observation of two documentary film productions based on community research. This article will describe: 1) the documentary film approach as an alternative method in research practice; 2) stages of making a documentary film relevant to the need for data collection and analysis. The results of this study reveal that the use of documentary films as an alternative method of research offers creative and innovative ideas in research outcomes and supports research results that are rich, in-depth, dynamic, in sharing knowledge.
Proses Content Marketing Brand Partipost Indonesia dalam Mempertahankan Brand Engagement Kasaya, Cindy Zafira; Lokananta, Arbi Cristional; Jati, Rocky Prasetyo; Wihardi, Doddy
Avant Garde Vol 12, No 2 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i2.3152

Abstract

Traditional marketing views customers as passive participants in interactions, but technology has transformed customers into active participants, allowing brands to engage with them more directly. One effective strategy that has been used by many companies is digital marketing through content marketing, and a notable example is the startup company Partipost. Partipost offers an influencer marketing platform that is utilized by both brands and consumers in various countries, including Indonesia. The company promotes itself by creating digital content through platforms such as its website, Partipost.com, and its Instagram account @partipost_id. Data collection for this study was conducted through participatory observation, documentation, and unstructured interviews with key sources from Partipost Indonesia during the period from July to December 2023. Based on result of this research, the overall content marketing process at Partipost Indonesia has successfully implemented the stages of content marketing as outlined by Kotler et al. (2017: 125). However, since Partipost uses two different platforms, hence the content creation process differs between them. The results and discussions indicate that Kotler’s step by step implementation has been effective in generating impactful content that sustains engagement on Instagram, but it has yet to achieve optimal engagement on the website platform. The lack of engagement on the website is due to several challenges in the content creation stage. Although the company has achieved its goals on Instagram, there are still areas for improvement, particularly in the ideation and content planning stages for better overall performance.Pemasaran tradisional memandang pelanggan sebagai objek pasif dalam interaksi, tetapi teknologi menciptakan pelanggan yang ingin terlibat secara aktif dan memungkinkan brand berinteraksi dengan pelanggan. Salah satu upaya telah efektif digunakan oleh berbagai perusahaan adalah pemasaran digital melalui content marketing. Tidak terkecuali perusahaan startup Partipost. Partipost memberikan layanan berupa platform influencer marketing yang digunakan masyarakat dan brand di berbagai negara salah satunya Indonesia. Perusahaan ini melakukan pemasaran melalui pembuatan konten-konten digital melalui platform seperti, website Partipost yaitu Partipost.com dan Instagram @partipost_id. Pengumpulan data dilaksanakan dengan observasi partisipatif, dokumentasi, dan wawancara tidak berstruktur bersama narasumber-narasumber dari Partipost Indonesia pada periode bulan Juli sampai Desember 2023. Berdasarkan data-data hasil penelitian ditemukan bahwa, alur proses content marketing di Partipost Indonesia secara keseluruhan telah sesuai mengimplementasikan konsep tahapan Content Marketing menurut Kotler dkk. (2017: 125). Namun, content marketing di Partipost memanfaatkan dua platform berbeda sehingga eksekusi pembuatan konten memiliki proses yang berbeda. Hasil dan pembahasan menunjukan implementasi konsep ini mampu menghasilkan konten yang berdampak dalam mempertahankan engagement pada media sosial Instagram, tetapi masih belum menciptakan hasil engagement optimal pada platform website. Hasil engagement pada platform website disebabkan oleh beberapa hambatan pada pelaksanaan content marketing dalam tahapan Penciptaan Konten. Meskipun berhasil mencapai tujuan, content marketing di Instagram masih harus diperbaiki pada tahap Penggagasan dan Perencanaan Konten.  
Menjaga Tradisi di Era Digital: Penerapan Model Media Hiperlokal Pada Media Komunitas Jati, Rocky Prasetyo
Avant Garde Vol 12, No 2 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i2.3271

Abstract

Artikel ini mengkaji penerapan model media hiperlokal sebagai strategi pelestarian warisan budaya lokal di tengah ancaman globalisasi, dengan studi kasus media komunitas di Galuh Prambanan TV, Klaten, Jawa Tengah. Mengadopsi pendekatan multiplatform, media komunitas ini menggunakan teknologi media untuk mempertahankan eksistensi seni dan budaya lokal, serta meningkatkan keterlibatan masyarakat setempat. Penelitian ini bertujuan untuk mengeksplorasi pola penerapan multiplatform dalam konteks media hiperlokal, mengidentifikasi tantangan, dan peluang dalam mempromosikan budaya lokal. Metodologi penelitian melibatkan pendekatan etnografi melalui wawancara mendalam dengan pengelola media komunitas, pegiat komunitas seni, dan anggota komunitas, serta observasi lapangan. Hasil penelitian menunjukkan bahwa penggunaan teknologi media multiplatform tidak hanya meningkatkan partisipasi komunitas, tetapi juga memperkuat identitas budaya melalui narasi audio-visual yang autentik. Analisis lebih lanjut mengungkap dampak positif dari strategi multiplatform terhadap keberlanjutan media komunitas, serta kontribusinya dalam menjaga kekayaan budaya lokal di era digital. Penelitian ini menegaskan pentingnya hiperlokalitas sebagai pendekatan yang efektif dalam menjaga keragaman budaya dan keunikan komunitas lokal. Dengan demikian, studi ini memberikan pandangan baru tentang bagaimana teknologi media modern dapat mendukung pelestarian budaya di tengah perubahan global, sekaligus memperkuat relevansi dan keberlangsungan media komunitas. Artikel ini diharapkan dapat menjadi referensi bagi pengembangan kebijakan dan strategi media dalam pelestarian warisan budaya di Indonesia.
Co-Authors Achmad Jamil Afrina Sari Ahmad Toni Ahmad Toni, Ahmad Artyasto Jatisidi Awwalin, Cahya Aulia Desti Kornelia Crista Desy Anggraeni Dita, Apro Januke, Marisa Kasaya, Cindy Zafira Kristanty, Shinta Kutanto, Haronas Lokananta, Arbi Cristional Maulidita, Nayla Mira Herlina Nawiroh Vera Pinontoan, Nexen Alexandre Ramadhona, Cantika Faiza Rini Lestari Rizkya Annissa Farhani Sabila, Anisa Sina SRI RAHAYU Umaimah, Umaimah Wihardi, Doddy