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All Journal THE COMMERCIUM
Oni Dwi Arianto
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Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI COMMUNITY-BASED MARKETING TOKO BUKU WARUNG SASTRA YOGYAKARTA DALAM MEMBENTUK BRAND LOYALTY Bintang, Hafidz; Oni Dwi Arianto
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.65994

Abstract

This study analyzes the community-based marketing strategy implemented by Warung Sastra Bookstore Yogyakarta in building brand loyalty. Using a qualitative descriptive approach, data were collected through in-depth interviews and observations and analyzed based on Juárez’s (2011) community-based marketing theory. The findings reveal that Warung Sastra adapts the eight elements of the theory into three main categories: core elements, programmatic elements, and external elements, tailoring its strategy to the needs of its community and customers. This strategy contributes to the development of brand loyalty, which is divided into two aspects: attitudinal loyalty—customers’ emotional attachment and perception of the community’s value—and behavioral loyalty—reflected in their consistent engagement and transactions. Unlike the original theory, Warung Sastra does not explicitly construct a community identity but allows it to develop organically. These findings affirm that community-based marketing not only fosters brand loyalty but also strengthens the literacy ecosystem. This study has theoretical and practical implications, particularly for the literacy industry and social impact-driven sectors in understanding the effectiveness of community marketing strategies in building sustainable customer loyalty. Keywords: Community-Based Marketing, Brand Loyalty, Warung Sastra, Literacy
ANALISIS STRATEGI KOMUNIKASI DISKOMINFOTIK KOTA JAKARTA DALAM KAMPANYE TRANSPORTASI PUBLIK JAKARTA BEBAS POLUSI BERDASARKAN MODEL RONALD D. SMITH Prasasti, Imelda; Oni Dwi Arianto
The Commercium Vol. 9 No. 3 (2025): The Commercium - Juli 2025
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i3.69828

Abstract

Penelitian ini menganalisis strategi komunikasi Dinas Komunikasi, Informasi, dan Statistik Kota Jakarta (DKJ) dalam kampanye transportasi publik bebas polusi, menggunakan model perencanaan komunikasi Ronald D. Smith. Dengan pendekatan kualitatif dan metode studi kasus, penelitian ini menyoroti bagaimana Diskominfotik DKJ mengaplikasikan empat tahapan yang terdiri dari analisis formatif, strategi, taktik, dan evaluasi dalam merancang kampanye transportasi publik untuk Jakarta bebas polusi. Hasil penelitian menunjukkan bahwa Diskominfotik DKJ secara sistematis menerapkan langkah-langkah model Ronald D. Smith, yang meliputi analisis situasi dan publik, perumusan tujuan, pengembangan pesan, serta pemilihan taktik komunikasi yang efektif. Peran Diskominfo sebagai pengirim pesan utama sangat krusial dalam menyukseskan kampanye ini, menggunakan penekanan pada respons dan umpan balik dari publik. Penelitian ini memberikan pemahaman mendalam tentang implementasi model Ronald D. Smith dalam kampanye komunikasi publik pemerintah daerah di Indonesia khususnya Kota Jakarta.    
Co-Authors Bintang, Hafidz Prasasti, Imelda