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All Journal Jurnal Minfo Polgan (JMP) Jurnal Spektrum Komunikasi
Utami, Muherni Asri
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Arts Humanities Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences

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Constructing the Social Image of the Shining Batu Destination Brand : a Study of Tourism Marketing Communication Strategy Utami, Muherni Asri
Jurnal Spektrum Komunikasi Vol 13 No 2 (2025): Jurnal Spektrum Komunikasi : June 2025
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v13i2.791

Abstract

Destination brands in communication science are known as symbols and logos that send messages in the process of reciprocal communication. Destination brands themselves refer to the brand of a destination used to create and promote, by highlighting and enhancing the position and uniqueness of a destination. Destination brands can be used as one of the spearheads of the role to build the positioning of tourist destinations. Then destination brands can also be used to build city identity, distinguishing one city from another. This study uses the Social Construction of Reality theory as an analytical tool; this theory is used to help researchers interpret destination brands. The destination brand studied in this study is Shining Batu, a destination brand from Batu City, East Java. This Social Construction of Reality analogizes a social image of a destination brand that is able to form a reflection of reality. The problem discussed in this study is that destination brands are less understood and known by the public, both the community that owns the destination brand itself and the wider community as the target of tourists at a tourist destination. The purpose of this research is to explore how the existence of a destination brand owned by a tourism destination becomes a source of information and how the existence of a destination brand provides support for tourism marketing communication strategies, so that it can encourage the success of tourism destinations. This research is a post-modern school of thought, using qualitative methodology. This research in data collection uses observation, in-depth interviews and documentation. The conclusion of this study is that the process of constructing a social image of a destination brand as a tourism marketing communication strategy becomes an important part if it is carried out more powerfully by considering all elements of communication.
Persepsi Konsumen Terhadap Konten Review Skincare The Originote Oleh @dokterdetektif Pada Media Sosial TikTok Eliyani, Eileen; Yusmawati, Yusmawati; Utami, Muherni Asri
Jurnal Minfo Polgan Vol. 14 No. 2 (2025): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v14i2.15393

Abstract

Perkembangan komunikasi digital dan meluasnya penggunaan media sosial seperti TikTok telah mengubah cara konsumen memperoleh dan memaknai informasi, termasuk melalui konten review skincare. Konten yang disampaikan oleh kreator dengan latar belakang profesional, seperti tenaga medis, dianggap lebih kredibel dan memengaruhi cara pandang konsumen terhadap suatu produk. Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap konten review skincare The Originote oleh kreator @dokterdetektif di TikTok. Menggunakan metode kualitatif deskriptif. Data diperoleh melalui wawancara mendalam, Observasi dan dokumentasi terhadap 10 informan perempuan berusia 16–23 tahun yang mengenakan produk tersebut. Hasil penelitian menunjukkan bahwa proses pembentukan persepsi konsumen berlangsung melalui tiga tahap: eksposur terhadap konten, perhatian karena kredibilitas penyampai pesan, serta interpretasi berdasarkan pengalaman pribadi. Konten dipersepsi sebagai edukatif dan berbasis sains karena menyertakan uji laboratorium serta disampaikan oleh kreator dengan latar belakang medis. Gaya penyampaian yang informatif dan visual yang menarik turut memperkuat persepsi positif dan minat beli, meskipun sebagian informan tetap menyaring informasi secara kritis. Penelitian ini menunjukkan bahwa persepsi konsumen dibentuk oleh interaksi antara kredibilitas komunikator, relevansi pesan, dan karakteristik media sosial. Implikasinya penting bagi industri skincare, pembuat konten, dan konsumen dalam membangun komunikasi yang informatif dan bertanggung jawab.
Co-Authors Eliyani, Eileen Yusmawati Yusmawati