Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Jurnal Cendekia Ilmiah
Derlin, Diane
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Strategi Komunikasi Pemasaran Penyedia Jasa Internet Oxygen Home Melalui Promosi Penjualan Derlin, Diane
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 6: Oktober 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i6.9959

Abstract

Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran yang dilakukan oleh penyedia jasa internet Oxygen Home melalui pendekatan promosi penjualan, serta menganalisis efektivitasnya dalam menarik dan mempertahankan pelanggan. Dalam konteks persaingan industri internet di Indonesia, Oxygen Home menghadapi kompetitor besar seperti Indihome dan Speedy yang menerapkan promosi berskala nasional. Namun, Oxygen Home justru mengandalkan strategi komunikasi yang lebih lokal, personal, dan responsif terhadap kebutuhan konsumen di tingkat komunitas. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode wawancara mendalam, observasi, dan dokumentasi untuk menggali data dari pelaku internal perusahaan dan konsumen. Hasil penelitian menunjukkan bahwa Oxygen Home memanfaatkan berbagai bentuk promosi penjualan seperti diskon harga, pemasangan gratis, dan program referensi pelanggan yang dikomunikasikan melalui media sosial, komunikasi antarpribadi, dan komunitas lokal. Strategi ini terbukti efektif dalam menciptakan awareness, minat, dan aksi pembelian konsumen sesuai dengan tahapan dalam model AIDA. Selain itu, Oxygen Home mampu menciptakan hubungan yang lebih dekat dengan konsumen dibandingkan pendekatan massal yang dilakukan oleh kompetitor. Penelitian ini merekomendasikan pentingnya pemahaman konteks lokal dalam merancang strategi komunikasi pemasaran, khususnya bagi penyedia jasa internet dengan segmentasi pasar yang spesifik.
Strategi Komunikasi Dalam Advokasi Kebijakan Pengendalian Tembakau (Studi Kasus Lentera Anak): Communication Strategies in Tobacco Control Policy Advocacy (Case Study: Lentera Anak) Wahyudi, Anatasia; Vania, Olvi; Dennysal, Selena; Derlin, Diane; Risky, Qonitha
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 6 No. 1 (2026): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v6i1.989

Abstract

Tobacco control in Indonesia faces multidimensional challenges, primarily driven by the high prevalence of smokers among children and adolescents, weak regulatory frameworks for health protection, and aggressive interference from the tobacco industry. The industry systematically manipulates public narratives, linking tobacco consumption to state revenue and the welfare of tobacco farmers to hinder stricter regulations. In this context, the Lentera Anak Foundation, a civil society organization focused on child protection, has positioned itself as a leading advocate in promoting stronger and more comprehensive tobacco control policies. This research employs a qualitative case study method to analyze the communication strategies utilized by Lentera Anak in advocating for the revision of Government Regulation Number 109 of 2012. The primary objective is to examine the strategic communication methods employed, such as public campaigns, high-level advocacy targeting policymakers, social media utilization, and grassroots mobilization. Furthermore, the study identifies supporting and hindering factors, particularly industry lobbying and public apathy, while evaluating the effectiveness of these strategies in influencing public policy and protecting children from tobacco exposure. The findings highlight the critical importance of interpersonal and community-based communication, the construction of strong counter-narratives to challenge industry propaganda, and multi-stakeholder engagement, including active youth participation and collaboration with relevant ministries. The study concludes that a consistent, evidence-based, and inclusive communication strategy is essential to maintaining public awareness, advancing policy reform, and ensuring the long-term protection of children from the pervasive influence of the tobacco industry in Indonesia.
Co-Authors Dennysal, Selena Risky, Qonitha Vania, Olvi Wahyudi, Anatasia