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All Journal IKRA-ITH ABDIMAS Jobmark: Journal of Branding and Marketing Communication
Mariano, Houce
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Penyuluhan Pengetahuan Dasar Transaksi Digital Dalam Bisnis Usaha Mikro, Kecil, dan Menengah (UMKM) Indarmawan, Aldo; Lestari, Dinda Dwi; Mariano, Houce; Indriani, Putri; Simon, Victoria; Mihardja, Eli Jamilah; Agustini, Prima Mulyasari; Widyastuti, Dominica Arni
IKRA-ITH ABDIMAS Vol. 8 No. 3 (2024): Jurnal IKRAITH-ABDIMAS Vol 8 No 3 November 2024
Publisher : Universitas Persada Indonesia YAI

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Abstract

Seiring dengan perkembangan pesat teknologi informasi, perubahan pola komunikasi dalam masyarakat semakin terasa.. Media digital yang hadir memberikan kemudahan dalam menjangkau berbagai kalangan, termasuk pelaku Usaha Mikro, Kecil, dan Menengah (UMKM). Meskipun media digital menawarkan banyak manfaat, banyak pelaku UMKM yang masih kesulitan memanfaatkannya secara maksimal untuk promosi dan pemasaran produk mereka. Oleh karena itu, pengabdian ini bertujuan untuk memberikan pemahaman mengenai pemanfaatan media digital bagi pelaku UMKM, khususnya dalam konteks pemasaran produk melalui platform digital. Pengabdian dilaksanakan dalam bentuk webinar yang mengundang narasumber ahli di bidang digital media, yakni CEO Hello Bill, untuk memberikan wawasan mengenai digital marketing dan pemanfaatan alat transaksi digital yang efektif. Webinar ini bertujuan untuk memberikan pelatihan kepada pelaku UMKM mengenai penggunaan media digital dan alat digital dalam mempermudah transaksi dan promosi produk. Hasil kegiatan menunjukkan bahwa peserta UMKM memperoleh pemahaman baru tentang bagaimana media sosial dan alat digital dapat digunakan untuk memperluas pasar mereka dan mengembangkan usaha secara lebih efisien. Dengan demikian, pengabdian ini diharapkan dapat membantu pelaku UMKM dalam beradaptasi dengan perkembangan teknologi digital dan meningkatkan daya saing usaha mereka melalui pemanfaatan platform digital, serta mendukung pelestarian budaya melalui promosi produk-produk khas Indonesia.
Start from Zero: Creative Brand Publicity of Pertamina Devi, Septiani; Lestari, Dinda Dwi; Mariano, Houce
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.411

Abstract

Creative Brand Publicity (CBP) represents a strategic approach in branding that emphasizes innovative ideas, distinctive designs, and unique concepts to deliver messages in engaging ways. As Indonesia’s state-owned energy company, Pertamina recognizes the need for creative advertising to strengthen brand awareness and corporate image, in alignment with its strategic programs. One notable initiative is the Start from Zero campaign, launched in 2008, ahead of Eid al-Fitr 1429 H, via television broadcasts. This study analyzes Pertamina’s CBP strategy in the Start from Zero campaign by examining three key aspects: Mood, Moment, and Movement. Employing a descriptive-qualitative case study, the research relies on document analysis and secondary data to explore how Pertamina’s publicity strategy was designed and disseminated. Findings reveal that Brand Mood Analysis (BMA) indicates extensive dissemination of brand narratives across online and social media platforms, signifying adequate amplification. Consumer Mood Analysis (CMA) demonstrates high audience enthusiasm and active engagement in discussing campaign themes. From a Moment perspective, Pertamina successfully leveraged religious sentiments and festive timing to enhance its relevance and emotional resonance. From the Movement perspective, the campaign narrative circulated dynamically across multiple channels, involving diverse stakeholders in amplifying brand issues and making them viral. Theoretically, this study contributes to the understanding of CBP as a branding strategy that integrates cultural and emotional dimensions into corporate communication. In practice, the findings highlight the importance of timing, narrative design, and multichannel engagement in maximizing brand publicity. Pertamina’s case illustrates how creative campaigns can transform routine advertising into impactful brand-building initiatives.
Co-Authors Devi, Septiani Eli Jamilah Mihardja Indarmawan, Aldo Indriani, Putri Lestari, Dinda Dwi Prima Mulyasari Agustina Simon, Victoria Widyastuti, Dominica Arni