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All Journal Rekam : Jurnal, Fotografi, Televisi Animasi PERSPEKTIF
Rahmah, Fathiyah Nurshabrina
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Analysis of PT RSI's Instagram Promotion Strategy Based on the AISAS Model Rahmah, Fathiyah Nurshabrina; Murdowo, Djoko
PERSPEKTIF Vol. 14 No. 2 (2025): PERSPEKTIF April
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v14i2.14081

Abstract

Instagram is widely used as a promotional medium by service companies, including PT Ravycool Sinergi Indonesia (PT RSI) which offers air conditioning cleaning services. However, the effectiveness of its promotion has not been optimized. This research analyzes PT RSI's Instagram promotion strategy using the AISAS model (Attention, Interest, Search, Action, Share). The method used is descriptive qualitative with a case study approach through observation of the @jasacuciacjakarta account, interviews, and analysis of Instagram Insights for the period August-October 2024. The results show a decrease in user engagement from the Attention stage (844 accounts) to Search (114 accounts), and only 5 accounts shared the content. The Action stage recorded 518 customers, but most of them were existing customers. The Share stages are the weak points of PT RSI's marketing strategy. It is recommended to strengthen educational content, Call to Action (CTA), and customer testimonials to increase promotional effectiveness.
Konstruksi Maskulinitas dalam Film Seperti Dendam, Rindu Harus Dibayar Tuntas Rahmah, Fathiyah Nurshabrina; Sintowoko, Dyah Ayu Wiwid; Maulana, Teddy Ageng
Rekam Vol 21, No 2 (2025): Oktober 2025
Publisher : Institut Seni Indonesia Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24821/rekam.v21i2.9298

Abstract

Construction of Masculinity in The Movie Vengeance Is Mine, All Others Pay Cash.This study examines the construction of masculinity in the 2021 film “Seperti Dendam, Rindu Harus Dibayar Tuntas” (Vengeance Is Mine, All Others Pay Cash), focusing on the use of cinematographic and mise-en-scene elements to represent fragile masculinity. The film follows Ajo Kawir, a man grappling with childhood trauma that disrupts his sense of masculinity, particularly in terms of sexuality and emotion. This research employs a descriptive qualitative method by analyzing eight selected scenes that reflect aspects of masculinity. The theoretical framework includes cinematography, mise-en-scene, and masculinity theories such as hegemonic masculinity and toxic masculinity. The findings reveal that the film portrays masculinity not only through physical strength but also through vulnerability, especially in confronting sexual crises and emotional conflict. The use of color, lighting, framing, and costume enhances the masculine identity and inner turmoil of the characters. Moreover, the film presents an unconventional gender dynamic, particularly through the character Iteung, who displays strength and dominance, thereby reshaping the power relations between men and women. This analysis offers new insights into the construction of masculinity in Indonesian cinema, emphasizing the role of visual elements in shaping social meaning and masculine identity.
Co-Authors Djoko Murdowo Dyah Ayu Wiwid Sintowoko Teddy Ageng Maulana