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All Journal Jurnal Lazuardi Jurnal Ekonomika Manajemen Dan Bisnis
Adelia, Alisya
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Analisis Penggunaan Bahasa Indonesia Dalam Konten Endorsment Tiktok: Strategi Persuasif Influencer Terhadap Konsumen (Tiktoker Reizuka Ari) Adelia, Alisya
Jurnal Lazuardi Vol 8 No 4 (2025): Vol 8 No 4 (2025): JURNAL LAZUARDI EDISI XIX BULAN DESEMBER
Publisher : Pendidikan Bahasa dan Sastra Indonesia Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53441/jl.Vol8.Iss4.258

Abstract

Penelitian ini bertujuan untuk mengkaji fungsi strategi bahasa Indonesia dalam konten endorsement TikTok melalui studi kasus influencer Reizuka Ari. Dengan menggunakan pendekatan analisis kualitatif berdasarkan wacana sepuluh video promosi, penelitian ini menemukan bahwa beragam bahasa nonformal dengan campur kode, gaya hiperbolik, dan ekspresi emosional digunakan secara konsisten sebagai alat persuasi. Strategi efektivitas persuasif dibangun melalui penerapan Ethos (kredibilitas), Pathos (kekuatan emosional), dan Logos (argumentasi rasional). Temuan ini menunjukkan bahwa bahasa bukan sekadar media komunikasi, melainkan instrumen retorika yang membentuk kedekatan psikologis audiens dan meningkatkan niat pembelian dalam ekosistem pemasaran digital.
Peran Pembelajaran Organisasi Dalam Mengatasi Persepsi Negatif Konsumen Di Era Digital (Studi Kasus Eiger) Harmen, Hilma; Sinaga, Erwin Nardo; Adelia, Alisya; Saragih, Sonya Lalla; Malau, Greace Masrouli; Ananda, Putri
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3646

Abstract

The evolution of the digital era has transformed organizational communication paradigms, where the rapid dissemination of information through social media can trigger reputational crises from even minor communication errors. The case of PT Eigerindo Multi Produk Industri (Eiger) illustrates how negative consumer perceptions can escalate widely due to the volatile nature of digital interactions. This study aims to analyze the role of organizational learning in addressing negative consumer perceptions in the digital era through a case study of Eiger. The research employs a qualitative descriptive method based on literature review, with data collected from academic sources, news articles, and company documents. The findings reveal that organizational learning, particularly through double-loop learning, enables the company to critically reflect on communication failures, reassess internal values, and develop more adaptive, transparent, and consumer-oriented digital communication strategies. These results highlight that organizational learning functions not only as a mechanism for reputation recovery but also as a foundation for fostering a resilient and reflective corporate culture. The study implies that continuous application of organizational learning can strengthen resilience, enhance credibility, and rebuild long-term consumer trust amidst the growing complexity of digital communication dynamics.
Co-Authors Ananda, Putri Hilma Harmen Malau, Greace Masrouli Saragih, Sonya Lalla Sinaga, Erwin Nardo