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All Journal International Journal of Science and Society (IJSOC) Marcommers : Jurnal Marketing Communication and Advertising
Pujiastuti, Yanti Lestari
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Humanities Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Social Sciences

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Analisis Penggunaan Media Sosial Instagram Dalam Membangun Brand Awareness UMKM Bandeng Presto Prisha Susanty, Rina; Restaty, Santa Margaretha Niken; Pujiastuti, Yanti Lestari
Marcommers : Jurnal Marketing Communication and Advertising Vol 13, No 1 (2024)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v13i1.33325

Abstract

This study aims to examine how the MSME Bandeng Presto Prisha utilizes Instagram to build brand awareness. Using a qualitative descriptive method with a case study approach, data were obtained through in-depth interviews, observations, and documentation. The results show that Instagram significantly supports branding processes through product visualisation, customer testimonials, and brand positioning. Content strategies remain basic and inconsistent, yet they manage to reach the targeted market active on social media. This study contributes to the development of digital marketing strategies for culinary-based MSMEs.
Constructing Brand Loyalty through Digital Storytelling: Branding Strategy of Eiger on Instagram Hasibuan, Martha Marsanggul Tua; Kartika, Cherry; Pujiastuti, Yanti Lestari
Marcommers : Jurnal Marketing Communication and Advertising Vol 13, No 2 (2024)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v13i2.33971

Abstract

Media sosial telah menjadi saluran utama dalam strategi komunikasi pemasaran digital, khususnya dalam membangun loyalitas merek melalui keterlibatan konsumen. Penelitian ini bertujuan untuk mendeskripsikan strategi branding Eiger dalam memperkuat loyalitas merek melalui akun Instagram @eigeradventure pada tahun 2019. Dengan menggunakan paradigma konstruktivisme, pendekatan kualitatif, dan metode studi kasus deskriptif, penelitian ini menganalisis lima dimensi Social Media Strategy Wheel (Breakenridge, 2012): pelacakan, distribusi, konten, keterlibatan, dan pengukuran. Data diperoleh melalui wawancara mendalam, observasi non-partisipatif, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa Eiger berhasil membangun brand identity yang kuat melalui storytelling visual yang konsisten dengan nilai-nilai petualangan. Namun, keterlibatan dua arah dengan audiens masih rendah, sehingga loyalitas merek yang terbangun lebih bersifat kognitif daripada afektif. Penelitian ini merekomendasikan peningkatan strategi interaksi dan evaluasi loyalitas berbasis psikografis untuk memperkuat ikatan emosional konsumen terhadap brand
Cultural Communication from the Muhammadiyah Perspective Pujiastuti, Yanti Lestari; Suherman, Muhammad Tanziil; Juliansyah, Aris; Effendie, Itsna Nurhayat
International Journal of Science and Society Vol 6 No 3 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i3.1230

Abstract

Kasepuhan Sinarresmi is a traditional village that practices rice management rituals that treat rice like humans. This ritual is part of the Kasepuhan customs, in general the ritual carried out is in the form of greetings and permission from the pungpuhunan when carrying out farming activities. Meanwhile, Muhammadiyah is a religious movement that seeks to purify Islam's teachings according to the Qur’an, Hadith and Sunnah, which is far from heresy, superstition and khurofat. This research aims to: 1) find out how the ritual processes for treating rice are carried out by the residents of Kasepuhan Sinarresmi, 2) find out how the officials of the Muhammadiyah Tarjih and Tajdid Council interpret the rituals for treating rice carried out by the residents of Kasepuhan Sinarresmi and 3) find out what is the communication strategy in purifying Islamic religious teachings carried out by Muhammadiyah towards ethnic community groups. The method used is qualitative research with a phenomenological approach. The results of this research are: 1) there are 38 rituals which can be classified into 11 activity groups, namely: rituals before planting rice, rituals for planting rice, rituals for growing rice, rituals for caring for growing rice, rituals for harvesting rice, the ritual of storing rice, the ritual of cooking the first rice harvest, the ritual of resting huma land, Seren Taun, the ritual of restarting farming activities, and rituals related to the Islamic calendar, 2) Muhammadiyah does not reject local culture and considers cultural diversity to be the nation's wealth, 3) the da'wah strategy for ethnic communities is carried out using a multicultural da'wah method where the purification of Islamic teachings is carried out flexibly according to cultural space.
Co-Authors Effendie, Itsna Nurhayat Hasibuan, Martha Marsanggul Tua Juliansyah, Aris Santa Margaretha Niken Restaty Suherman, Muhammad Tanziil Susanty, Rina