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All Journal Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Ilomata International Journal of Social Science
Destria, Chelma
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Religion Arts Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Bauran Pemasaran 7ps dan Social Media Engagement Dalam Live Streaming Commerce: Studi Kasus Tiga Brand Umkm Kategori Fashion Di Tiktok Shop Destria, Chelma; Bella, Eka; Pamungkas, Envira
Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Vol 12 No 2 (2024): Medium (Jurnal Ilmiah Fakultas Ilmu Komunikasi Universitas Islam Riau)
Publisher : Fakultas Ilmu Komunikasi Universitas Islam Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/medium.v12i2.19570

Abstract

Given the rising trend of Live Streaming Commerce (LSC) on social media today, this study analyzes the marketing strategies of three Indonesian fashion SMEs brands, namely Tenue de Attire, Rurik.id, and 3SECOND, which market their products on TikTok Shop. Employing a qualitative content analysis method, this research evaluates the implementation of the 7Ps of Marketing Mix concept (Product, Price, Place, Promotion, Physical Evidence, People, Process) and the theory of Social Media Engagement, focusing on hosts credibility and interaction during live sessions. The findings indicate that Rurik.id and 3SECOND are more effective in applying the 7Ps strategies and gaining viewers’ engagement compared to Tenue de Attire. Factors such as dynamic interactions, diverse product offerings, competitive pricing, and hosts’ credibility play a significant role in increasing viewer attention and purchase intention. This study concludes that the success of live streaming commerce lies on the effective integration of marketing strategies and digital communication methods, particularly on social media. It is expected to provide valuable insights for Indonesian SMEs in optimizing sales through digital platforms, especially TikTok Shop. Keywords: Live Streaming Commerce, 7Ps Marketing Mix, Social Media Engagement, TikTok Shop.
Strategic Organizational Communication for Synergy: Post-Acquisition Integration of Parent and Subsidiary Companies Destria, Chelma; Ramonita, Latifa
Ilomata International Journal of Social Science Vol. 6 No. 3 (2025): July 2025
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v6i3.1718

Abstract

This study examines the role of strategic organizational communication in fostering synergy between parent and subsidiary companies post-acquisition, using PT Bank Negara Indonesia (BNI) and PT Bank Hibank Indonesia (hibank) as a case study. As digital banking services for MSMEs expand, effective internal and external communication becomes crucial in mergers and acquisitions. While prior studies focus on structural integration, this research highlights the strategic role of communication by applying the ADKAR model for change management and Integrated Marketing Communication (IMC) for branding strategies. Through a qualitative approach involving in-depth interviews and secondary data analysis, key communication challenges and strategies are identified. Findings indicate that both formal and informal communication are critical for integration, yet internal communication gaps create uncertainty among employees. The ADKAR model reveals the need for stronger awareness, desire, and reinforcement efforts to enhance adaptation. Externally, IMC strategies support brand identity, but inconsistencies in hibank’s affiliation with BNI weaken public perception. Transparent and participatory internal communication improves employee engagement, while refined external communication ensures brand consistency. Future research should quantify communication effectiveness in M&A contexts to strengthen corporate synergy.
Crisis-Driven Rebranding and Narrative Strategy: The Transformation of Kutus Kutus into Sanga Sanga Ramonita, Latifa; Muharman, Deddy; Destria, Chelma; Furkan, Eka Bella Ferlinda
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2067

Abstract

Rebranding often becomes a strategic imperative, not merely an option, especially when a brand faces massive internal crises and market challenges. This qualitative study examines the rebranding strategy employed by Babe Bambang Pranoto, founder of PT Kutus-Kutus Herbal, in transforming the brand from "Kutus Kutus" to "Sanga Sanga". Through an in-depth analysis of autobiographical narratives, social media content, and public interviews, this research reveals how a defensive-progressive rebranding approach was implemented. The findings indicate that this strategy was constructed and communicated in social media as a means of restoring consumer trust, particularly through authentic storytelling and the strategic use of digital platforms, rather than through empirically measured consumer responses. The brand's repositioning into the premium segment, underpinned by locally resonant cultural symbolism articulated as a branding narrative, and integrate cultural symbolism in support of premium market repositioning. This study provides a valuable conceptual and analytical insights for understanding crisis-driven rebranding, especially for heritage brands navigating legitimacy, authenticity, and identity reconstruction in the digital era. These conclusions are derived from interpretive narrative and communication analysis rather than direct measurement of consumer attitudes or market performance.
Co-Authors Bella, Eka Deddy Muharman, Deddy Furkan, Eka Bella Ferlinda Pamungkas, Envira Ramonita, Latifa