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All Journal Kinesik Prosiding Seminar Nasional Program Pengabdian Masyarakat
Hartono, Renata Julianty
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Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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Pengembangan UMKM melalui Optimalisasi Digital Marketing di Dusun Sawahan, Trimurti, Srandakan Hatta, Muhammad; Hartono, Renata Julianty; Adzani, Muhammad Etandra Fara; Putri, Syahmilian; Swayani, Sevila Genna; Apriliyan, Vicky; Saraswati, Dian; Ariswara, Resti Lintang; Latif, Firsa Ghulam; Reyhan, Ahnaf; Muallidin, Isnaini
Prosiding Seminar Nasional Program Pengabdian Masyarakat Vol. 8 No. 1 (2025): Rekonstruksi Pendidikan di Indonesia
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/ppm.81.1377

Abstract

This community service program aims to enhance the capacity and digital marketing skills of Micro, Small, and Medium Enterprises (MSMEs) in Dusun Sawahan, Trimurti Village, Srandakan District, Bantul Regency through the optimization of social media, particularly Instagram. The method used is Participatory Action Research (PAR), which consists of four stages: socialization, training, mentoring, and evaluation. The training was divided into two sessions: the first session introduced Instagram, while the second session covered the fundamentals of digital marketing and product photography techniques. Evaluation was conducted using pre-tests and post-tests to measure participants' understanding. The results showed that 95% of participants comprehended the basic concepts of digital marketing in the first session; however, this percentage decreased to 75% in the second session due to a reduction in participant attendance caused by time constraints. Of the 20 participants who received mentoring, 17 actively promoted their businesses on Instagram, while the remaining 3 chose not to participate. The main challenges encountered included limited technical skills, time constraints, and age-related factors. Therefore, intensive mentoring and further training on Instagram Reels content creation are necessary to maximize its utilization in digital marketing
Representasi Stereotip Gender dan Budaya Patriarki dalam Iklan MR.DIY Indonesia Bulan Ramadan Tahun 2024 di YouTube Hartono, Renata Julianty; Prayogi Restu Adiguno; Nada Nadiah Aulia; Fajar Junaedi
Kinesik Vol. 12 No. 2 (2025): August
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Tadulako

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22487/ejk.v12i2.1667

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Digital advertisements often serve as a medium for reproducing gender stereotypes and hidden patriarchal power relations. This research aims to explore the representation of gender stereotypes and patriarchal culture in MR.DIY Indonesia advertisements titled "Urusan Berbenah Jadi Mudah" and "Urusan Lebaran Jadi Mudah" through semiotic analysis. Using a qualitative approach and Roland Barthes' orders of significance theory framework, the research dissects the hidden mechanisms behind the construction of meaning in both advertisements. The research findings reveal that gender stereotypes and patriarchal dominance do not disappear, but rather transform into more subtle and disguised forms of representation. Advertisements do not merely showcase products, but present social narratives that perpetuate traditional gender hierarchies.
Co-Authors Adzani, Muhammad Etandra Fara Apriliyan, Vicky Ariswara, Resti Lintang Dian Saraswati Fajar Junaedi Isnaini Muallidin Latif, Firsa Ghulam Muhammad Hatta Nada Nadiah Aulia Prayogi Restu Adiguno Putri, Syahmilian Reyhan, Ahnaf Swayani, Sevila Genna