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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Ranah Research : Journal of Multidisciplinary Research and Development CommLine
Hernawo, Toto
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Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Komodifikasi dan Budaya Partisipatif Media Sosial dalam Komunikasi Pemasaran Produk Skincare di Aplikasi TikTok Hernawo, Toto
CommLine Vol 10, No 2 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i2.4658

Abstract

This study aims to analyze the marketing communication strategies of skincare products on TikTok using the media commodification theory and participatory social media culture. In the digital era, TikTok is not only a medium for entertainment but also a strategic channel for building consumer engagement through creative content. This study used a qualitative content analysis method on five viral skincare promotional campaigns on TikTok. The analysis results show that the commodification process occurs at the content, audience, and platform levels, while participatory social media culture encourages active audience involvement in the process of disseminating promotional messages. This study concludes that marketing communication on social media has undergone a transformation, from being one-way to collaborative and community-based.
Komodifikasi dan Budaya Partisipatif Media Sosial dalam Komunikasi Pemasaran Produk Skincare di Aplikasi TikTok Hernawo, Toto; Zarkasi, Irwa Rochimah
Ranah Research : Journal of Multidisciplinary Research and Development Vol. 8 No. 1 (2025): Ranah Research : Journal Of Multidisciplinary Research and Development
Publisher : Dinasti Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/rrj.v8i1.1832

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran produk perawatan kulit di TikTok menggunakan teori komodifikasi media dan budaya media sosial partisipatif. Di era digital, TikTok tidak hanya menjadi media hiburan tetapi juga saluran strategis untuk membangun keterlibatan konsumen melalui konten kreatif. Penelitian ini menggunakan metode analisis konten kualitatif pada lima kampanye promosi perawatan kulit viral di TikTok. Hasil analisis menunjukkan bahwa proses komodifikasi terjadi pada tingkat konten, audiens, dan platform, sementara budaya media sosial partisipatif mendorong keterlibatan audiens secara aktif dalam proses penyebaran pesan promosi. Penelitian ini menyimpulkan bahwa komunikasi pemasaran di media sosial telah mengalami transformasi, dari satu arah menjadi kolaboratif dan berbasis komunitas.
PENGARUH PENGEMBANGAN KOMPETENSI DAN BUDAYA KERJA TERHADAP KEPUASAN KERJA MELALUI KEPERCAYAAN DIRI PEGAWAI PPSDM KEMENTERIAN ATR/BPN Hernawo, Toto; Martono, Besar Agung
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 7 No. 3 (2024): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v7i3.898

Abstract

In the era of globalization and increasingly fierce competition, it is important for organizations to develop the competencies of their employees so they can compete and achieve organizational goals more effectively. The Ministry of Agrarian Affairs and Spatial Planning/National Land Agency (ATR/BPN) has a Human Resources Development Center (PPSDM) which is responsible for the task of developing employee competency through competency development programs that are effective and relevant to employee needs, so that employees are expected to have adequate competency. as expected. This research aims to explore the influence of the competency development program on the self-confidence of PPSDM Ministry ATR/BPN employees, as well as its impact on their job satisfaction. In addition, this research will also examine whether work culture moderates the relationship between competency development and self-confidence, as well as its impact on employee job satisfaction. This research was conducted at the Center for Human Resources Development (PPSDM) of the Ministry of Agrarian Affairs and Spatial Planning/National Land Agency (ATR/BPN) with the research sample using the entire population of PPSDM Ministry of ATR/BPN civil servant employees totaling 55 people. The data collection technique was carried out using a questionnaire, four rating scales from strongly disagree to strongly agree. The research was conducted quantitatively with the analytical methods used were descriptive statistics and multiple regression analysis. To test the hypothesis, the t test and Sobel test were carried out. The research results show that work culture and competency development have a direct and indirect effect on self-confidence and job satisfaction. So that self-confidence is able to mediate the influence of work culture and competency development on job satisfaction.
Co-Authors Besar Agung Martono Zarkasi, Irwa Rochimah