Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Journal of Business Application Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik
Berutu , Meta Bara
Unknown Affiliation
Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
STRATEGI KOMUNIKASI PEMASARAN TOMORO COFFEE MELALUI MEDIA SOSIAL TIKTOK Ashari, Maulia; P , Agung Kresnamurti Rivai; Berutu , Meta Bara
Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik Vol. 1 No. 4 (2024): Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik
Publisher : Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik

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

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran TOMORO Coffee melalui media sosial TikTok. TOMORO Coffee adalah sebuah brand kopi lokal yang ingin meningkatkan visibilitas dan penjualannya melalui platform TikTok. Metode penelitian yang digunakan adalah penelitian kualitatif dengan pendekatan studi kasus. Pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi. Subjek penelitian adalah pengguna TikTok yang mengikuti akun resmi TOMORO Coffee @tomorocoffee.id. Hasil penelitian menunjukkan bahwa TOMORO Coffee dalam menerapkan strategi komunikasi pemasaran melalui TikTok berhasil menciptakan awareness dan desire pada konsumen berdasarkan model AIDA. Akan tetapi, untuk meningkatkan konversi menjadi penjualan, perlu ada upaya lebih lanjut untuk interest dan action yang lebih dalam.
Analisis Efektivitas Live Streaming “PVN Shoes” pada E-Commerce Putra, Prakasta Karisma; Monoarfa, Terrylina Arvinta; Berutu , Meta Bara
Journal of Business Application Vol. 4 No. 1 (2025): Journal of Business Application
Publisher : Program Studi Administrasi Niaga STIA Said Perintah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55098/jba.v4.i1.p13-24

Abstract

This study aims to evaluate the effectiveness of "PVN Shoes" live streaming on the Shopee E-Commerce platform using the Stimulus-Organism-Response (SOR) framework. The descriptive analysis indicates that the E-Commerce Anchor Attribute dimension demonstrates a high level of effectiveness. The host plays a crucial role in enhancing audience interaction and influencing purchasing decisions, as viewers tend to feel more confident and emotionally connected to the promoted products. Similarly, the Immersion dimension reveals a significant positive impact, where audience engagement and deep experiential involvement contribute to a more enjoyable and interactive viewing experience. This fosters a stronger connection between the viewers and the products, encouraging active participation during live sessions. Moreover, the Perceived Scarcity dimension also shows high effectiveness, with the perception of limited product availability triggering a sense of urgency and competitive behavior among viewers. This psychological response stimulates quicker purchasing decisions and heightens consumer enthusiasm for PVN Shoes. Overall, the study concludes that the three dimensions Anchor Attribute, Immersion, and Perceived Scarcity elicit effective audience responses to PVN Shoes’ live streaming events. However, several aspects within each dimension require further improvement to enhance the overall audience experience and increase both interaction quality and purchase conversion rates.
Co-Authors Ashari, Maulia Monoarfa, Terrylina Arvinta P , Agung Kresnamurti Rivai Putra, Prakasta Karisma