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All Journal Scriptura Jurnal Profetik Coverage: Journal of Strategic Communication Kalbiscientia Jurnal Sains dan Teknologi Kalbisocio: Jurnal Bisnis dan Komunikasi Prospect: Jurnal Pemberdayaan Masyarakat Scriptura : Jurnal Ilmiah Journal Community Service Consortium Prapanca : Jurnal Abdimas Proceeding of International Conference on Entrepreneurship (IConEnt)

Astuti, Prida Ariani Ambar

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Author-ID : 773242

Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences Other

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SOCIAL MEDIA AND EFFORT TO COAX YOUNG VOTERS IN JAKARTA, INDONESIA Astuti, Prida Ariani Ambar; Hangsing, P.
Scriptura Vol 6, No 1 (2016): JULY 2016
Publisher : Institute of Research and Community Outreach - Petra Christian University

Political information is often regarded as a topic that is too heavy and not appealing to young voters and this makes them become apathetic. They also considered that there was no point in participating in politics because whatever they do can not change the situation. However, these conditions change with the emergence of social media. Social Media is a new media, which have different characteristics from previous media. It also has the potential to maximize the interactivity and two-way communication that allows users to engage and participate actively. However, with the presence and advantages of social media, can this media change the interest of young voters to political information, which in turn encourages them to participate in the election? By using a survey of students in departments that are accredited 'A' in Jakarta, the research concluded that the ability to convey information, the opportunity to connect directly with the candidate, as well as the opportunity to actively participate contained in social media, had an impact on the level of interest in political information and decision-making to select a candidate for young voters in elections

MEDIA KOMUNIKASI PILIHAN KARYAWAN DALAM ALIRAN PESAN DARI ATASAN KE BAWAHAN (DOWNWARD COMMUNICATION) Ariani AA, Prida
Scriptura Vol 2, No 2 (2008): JULY 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

In an organization, to ensure the succeed of an organizational communi-cation, we need to have a good communication between superiors and sub-ordinates (downward communication), but very often there are mixed communiÂ¬cation in the lower level due to the incomplete information by the time a message reached the lower level employee. The usage of proper downward communication tools can help to minimize the downward filtering and mixed message. The communication tools that are used to send message from the upper level to lower level, whether itâ€™s oral or written are considered important additional facility for downward communication. This research is using qualitative approach with focus group discussion method. The research result indicates that in every type of downward communication which consist of task instruction, rational, ideology, information and feedback, the employees are using different downward communiÂ¬cation tools with different reason or different encouragement factor of tools usage too.

Membangun Kesadaran Kebersihan Diri dan Lingkungan Pada Siswa TK & SD Tunas Benih Kasih Surabaya Prida Ariani Ambar Astuti; Prayogo Maulana; Agathon Agnar Ramadhan; Danny Alfaridzi; Grace Putri Amelia; Rahman Hakim Averus
Prapanca : Jurnal Abdimas Vol. 1 No. 1 (2021): Prapanca: Jurnal Abdimas
Publisher : LPPM Stikosa - AWS

The government continues to strive to educate the public to care about environmental cleanliness. Even so, cases of disease caused by a lack of awareness of environmental hygiene have increased every year. For this reason, awareness of environmental cleanliness needs to be instilled from an early age so that disease cases caused by hygiene problems can be overcome. Preliminary research has identified that there are still many kindergarten and elementary school students in Tunas Benih Kasih Surabaya who are accustomed to littering. Most students are ignorant of the cleanliness of the classroom and school environment by throwing food wrappers and paper carelessly. The findings of this preliminary research then become the basis for the use of educational posters and videos as a tool to build awareness of personal and environmental hygiene in Tunas Benih Kasih Surabaya kindergarten and elementary school students. Educational activities to improve health have been shown to be able to change people's behavior. Determining the theme, formulating messages, choosing words and photos to be used, and combining other elements to make interesting posters and videos, are important stages in making educational videos and posters. In the future, this community service activity can be continued by conducting research using experimental methods to determine the impact of these educational videos and posters on the awareness of kindergarten and elementary school students of Tunas Benih Kasih Surabaya in maintaining personal hygiene and the environment.

Konten TikTok Kesehatan Mental dan Dampaknya Terhadap Pengetahuan Mengenai Toxic Relationship Helsa, Helsa; Astuti, Prida Ariani Ambar
KALBISCIENTIA Jurnal Sains dan Teknologi Vol. 11 No. 01 (2024): Sains dan Teknologi
Publisher : Research and Community Service INSTITUT TEKNOLOGI DAN BISNIS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbiscientia.v11i01.3546

Mental health is often disregarded because it does not involve physical pain. However, it is just as important as physical health, and many Indonesians still need to understand it fully. To address this issue, a research study was conducted to examine how mental health content on TikTok affects Generation Z's understanding of toxic relationships. The study analyzed the TikTok account @sundarindah, which posted content about toxic relationships between January and November 2023 and used Uses and Gratification theory to analyze research findings. The study used an explanatory survey with a quantitative approach and a positivistic paradigm. The findings indicate that there is a positive correlation between mental health content and knowledge about toxic relationships. However, the study also found that the impact of TikTok content on mental health was moderate. The findings of this study are understandable because the mass audience can no longer be seen as passive recipients of any message conveyed through the media. Audiences now actively choose media that can fulfill their needs and desires. However, TikTok has become an attractive medium for Generation Z because of its audio-visual advantages. The information conveyed through this account is casual and has entertainment elements.

Optimization of Social Media as Media Promotion of Historial Tourist Destination in Surabaya Prida Ariani Ambar Astuti; Muhammad Iqbal Athallariq; Alifia Widya Febbyani; Jihan Shohwatul Islamiyah; Dwiky Nurfiansyah; Teguh Satria Ode Putra
Prospect: Jurnal Pemberdayaan Masyarakat Vol. 2 No. 1 (2023): Januari 2023
Publisher : Prospect Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55381/jpm.v2i1.85

At the end of 2019, Kampung Lawang Seketeng was designated by the Surabaya City Government as a heritage tourism destination because it is the oldest village in Surabaya and has a legacy for the Indonesian people in the form of the childhood home of the first President of the Republic of Indonesia, Ir. Soekarno. Unfortunately, although it was reorganized and reconstructed to become a tourist spot, the number of tourists visiting has stayed the same. The results of the pre-Community Service research identified the problem faced by the Kampung Lawang Seketeng Tourism Board: they need to optimize social media as a promotional medium. At the same time, messages distributed by social media have the potential to reach a vast and diverse audience. Social media is also believed to empower users to become new influencers. Therefore, it is necessary to create social media accounts, take photos, and make profile videos uploaded on social media. Also, it is essential to conduct training on social media management, photography, and digital marketing so that tourists are aware, interested, and finally persuaded to visit Kampung Lawang Seketeng as a tourist heritage destination in Surabaya.

Faktor Penentu Brand Trust Pada Oronamin C Melalui Brand Image Astuti, Prida Ariani Ambar; Deanra, Tresia
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 11 No. 2 (2024): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisocio.v11i2.4362

A brand is an essential element for a company in building trust and image. Therefore, many methods can be used, one of which is using brand ambassadors and increasing brand awareness. This research aims to identify and analyze the extent to which the influence of brand ambassadors Vincent and Desta, then brand awareness affects brand trust though the brand image of oronamin C. A positivist paradigm with a quantitative approach is used in this study, with an explanatory survey method conducted on Instagram followers of @oronaminc.id. The collected data was then processed using the SmartPLS 3.2.9 analysis tool with the Structural Equation Modelling (SEM)-PLS method. The results of this study show that brand ambassadors do not directly significantly influence brand trust. However, brand ambassadors significantly influence brand trust through the brand image formed on the Oronamin C product with value of 10.9%. Meanwhile, brand awareness has a direct significant impact on brand trust with value of 41,9% and significantly influences brand trust through the brand image with value of 25,1%

Building Brand Trust by Increasing Brand Awareness, Shaping Brand Image, and Engaging Brand Ambassadors Tresia Deanra; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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

The role of branding is vital for companies striving to establish and nurture consumer trust. Developing a strong brand image and fostering trust involves various strategic approaches, including the use of influential brand ambassadors and increasing overall brand awareness. This study specifically focuses on evaluating the impact of brand ambassadors Vincent and Desta, as well as the level of brand awareness, on brand trust. In this context, brand image serves as an important intermediary factor. Adopting a positivistic paradigm combined with a quantitative research approach, this study utilizes an explanatory survey methodology directed at Instagram followers of @oronaminc.id. Following data collection, the information is meticulously processed with the SEM-PLS technique for comprehensive analysis. The findings reveal that the presence of brand ambassadors does not exert a direct and statistically significant influence on brand trust; however, their effect becomes significant when mediated through brand image. In contrast, brand awareness demonstrates a robust direct influence on brand trust and significantly contributes to enhancing brand trust through the intermediary of brand image. These insights underscore the importance of both awareness and image in effectively building brand trust within the competitive landscape of consumer beverages.

Tokopedia Kalbe Animal Health Digital Marketing Strategy to Increase Product Sales Simanjuntak, Sandra Gordiola; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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

The global Covid-19 pandemic has significantly impacted various sectors of life. In the economic sector, many companies have faced declines in sales, losses, and even bankruptcy. For instance, PT Agroveta Husada Dharma, a company focused on animal health, has experienced a decrease in sales for livestock due to selling prices for live chickens and cows being consistently below the cost of production. The restrictions on community activities during the pandemic have compelled companies to leverage digital technology for marketing efforts, enabling them to continue operations. This research is a qualitative descriptive study utilizing a case study method with the aim of determining the digital marketing strategies employed by Tokopedia Kalbe Animal Health to boost sales during the Covid-19 pandemic. Data collection involved in-depth interviews, participant observation, and documentation. The study's findings revealed that PT Agroveta Husada Dharma's sales increased as a result of implementing an adaptive digital marketing strategy on Tokopedia, specifically using the SOSTAC framework.

Enhancing Generation Z's Awareness and Purchase Interest for Indonesian-Made Products Through Tokopedia's "Beli Lokal" Campaign Ayralfath Adryanadi; Astuti, Prida Ariani Ambar
CoverAge: Journal of Strategic Communication Vol 15 No 2 (2025)
Publisher : Fakultas Ilmu Komunikasi Universitas Pancasila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/coverage.v15i2.7254

Marketplaces in Indonesia have significant potential, but this potential is not fully harnessed by MSMEs (micro, small, and medium enterprises). Generation Z, the dominant demographic in online marketplaces, tends to favor foreign products over local ones. In response, Tokopedia, the second-largest marketplace in Indonesia, launched the "Beli Lokal" campaign to support local products in the online market. This study aims to evaluate the impact of Tokopedia's "Beli Lokal" social marketing campaign on Generation Z's awareness and interest in locally made products. The research employs a positivist paradigm with a quantitative approach, utilizing surveys and collecting data through online questionnaires targeted at Gen Z respondents who use Tokopedia. Data analysis includes validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), along with simple and multiple linear regression analyses, and t-tests. The results indicate that Tokopedia's "Beli Lokal" campaign has a significant positive effect on Generation Z's awareness of local products. Furthermore, the campaign also directly and significantly influences Gen Z's interest in these local offerings. Consequently, the "Beli Lokal" campaign is effective in enhancing Generation Z's interest in local products, both by increasing their understanding of these products and by directly engaging in their interest. These findings provide valuable insights for academic purposes and practical implications for Tokopedia's marketing strategies.

Mewujudkan Kampung Lawang Seketeng Surabaya Sebagai Destinasi Wisata Bersejarah Melalui Media Sosial Astuti, Prida Ariani Ambar; Iqbal Athallariq, Muhammad; Febbyani, Alifia Widya; Islamiyah, Jihan Shohwatul; Nurfiansyah, Dwiky; Putra, Teguh Satria Ode
Journal Community Service Consortium Vol 2 No 1 (2021): Journal Community Service Consortium
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/consortium.v2i1.3309

Kampung Lawang Seketeng merupakan kampung tertua di Surabaya yang memiliki nilai sejarah bagi bangsa Indonesia karena di dalamnya terdapat rumah masa kanak-kanak Presiden pertama RI, Ir. Soekarno. Pada akhir tahun 2019, Pemerintah Kota Surabaya telah melakukan penataan dan rekonstruksi pada Kampung Lawang Seketeng yang bertujuan agar kampung tersebut dapat menjadi destinasi wisata bersejarah (heritage) di Surabaya. Sayangnya, hingga pertengahan tahun 2020, jumlah kunjungan wisatawan domestik maupun mancanegara tidak mengalami peningkatan. Meskipun pada awal peresmian, memang terjadi lonjakan jumlah wisatawan, namun seiring dengan berjalannya waktu, kunjungan wisatawan semakin sedikit dan berkurang bahkan terkadang tidak ada pengunjung sama sekali walaupun di akhir pekan atau saat hari libur nasional. Identifikasi masalah utama sebagai temuan dari hasil riset yang dilakukan adalah belum digunakannya media sosial sebagai media promosi akibat ketidakpahaman Pengurus Wisata Kampung Lawang Seketeng akan manajemen pengelolaan akun media sosial. Untuk itu, perlu dilakukan pembuatan akun media sosial dan video profil yang kemudian diunggah dalam media sosial tersebut untuk memperkenalkan nilai sejarah kampung ini secara global. Selain itu, perlu dilakukan pelatihan mengenai pengelolaan media sosial sebagai sarana promosi termasuk tips dan trik untuk membuat konten media sosial lebih menarik dan diminati.

Co-Authors Agathon Agnar Ramadhan Alicia Angelina Baso Alifia Widya Febbyani Antonius Widi Herdianto Ayralfath Adryanadi Danny Alfaridzi Deanra, Tresia Dwiky Nurfiansyah Febbyani, Alifia Widya Gianina Amanda Azahra Grace Putri Amelia Hangsing, P. Helsa, Helsa Helsi Dominggus Iqbal Athallariq, Muhammad Islamiyah, Jihan Shohwatul Jihan Shohwatul Islamiyah Mahrid, Laila Muhammad Iqbal Athallariq Nurfiansyah, Dwiky Prayogo Maulana Putra, Teguh Satria Ode Rahman Hakim Averus Roel Hangsing Sanjaya Budi Santoso Simanjuntak, Sandra Gordiola Teguh Satria Ode Putra Tresia Deanra

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