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All Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Abdi Cendekia: Jurnal Pengabdian Masyarakat Jurnal Ragam Pengabdian Jurnal Ilmu Komunikasi dan Bisnis
Agnes Monica Marpaung
Universitas Pembangunan Nasional Veteran Jakarta
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Peran Iklan #RambutCapek di Instagram dan X dalam Mendorong Minat Beli Konsumen Agnes Monica Marpaung; Asep Suryana; Gema Nusantara Bakry
Jurnal Ilmu Komunikasi dan Bisnis Vol 11 No 1: Oktober 2025
Publisher : Universitas Tarakanita

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/693pa363

Abstract

The diversity of shampoo brands demands innovative marketing strategies  to highlight their products. The use of male models as the primary representation  in Pantene Indonesia shampoo advertisements is a new step that shifts the  advertising paradigm, which previously always emphasized the feminist side. This  study aims to measure the role of the Pantene Shampoo advertisement "Hair  Supplement Baru! - Bye #RambutCapek Hello #RambutKeCharged" in influencing  consumer purchasing tendencies. The research method employed is a survey  conducted by distributing questionnaires through Google Form to randomly  selected respondents with a sample size of 400 respondents distributed throught  Instagram and X. Data analysis may involve statistical techniques to identify the  role of advertisements in driving purchasing interest, as well as other factors that  may influence consumer interest in a shampoo product. Data processing utilizes  descriptive quantitative methods. The research findings indicate that: (1) Attitude  towards advertisements plays a role in influencing consumer purchasing interest,  (2) Subjective norms play a role in influencing consumer purchasing interest in  advertisements, (3) Behavioral control plays a role in influencing consumer  purchasing interest in advertisements. These research findings can provide insights  for marketers to understand the effectiveness of their advertisements in influencing  consumer behavior, particularly among social media users. Consequently, they can  tailor their marketing strategies to achieve desired objectives.
Urban Waste and Public Services: Survey Findings on Waste Management in Ciputat Market Area, South Tangerang City Mukhamad Busro Asmuni; Deanda Dewindaru; , Ade Indriani Siagian; Hendika Dwinanda Wicaksana; Agnes Monica Marpaung
Jurnal Ragam Pengabdian Vol. 3 No. 1 (Spesial Issue) (2026): "Dharma Samudera"
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/erfhza38

Abstract

Urban waste management is an environmental issue that directly impacts the comfort and quality of life of the community, particularly in market areas. The Ciputat Market area in South Tangerang City previously experienced significant waste accumulation, which disrupted daily activities and triggered public criticism of the local government. This study aims to analyze the level of community satisfaction regarding urban waste management in the Ciputat Market area. This research employs a quantitative descriptive approach using a survey method involving 100 respondents, comprising market vendors, visitors, local residents, and road users. Data were collected through a five-point Likert scale questionnaire and analyzed using descriptive statistics. The findings reveal that community satisfaction falls within the moderate to low category, with 62.5% of respondents expressing dissatisfaction or being less than satisfied with the waste management. The aspects receiving the lowest evaluations include the consistency of waste transportation and the sustainability of waste management policies. This condition reflects the suboptimal quality of public servis in waste management. Therefore, this study recommends that the state or local government must demonstrate a tangible presence through the reinforcement of strict policies and regulations. Furthermore, the government needs to act as a catalyst in fostering the active participation of citizens and the involvement of the private sector to develop a collaborative and sustainable waste management system.
DISKURSUS HUSTLE CULTURE DAN EKSPLOITASI KELAS PEKERJA: ANALISIS WACANA KRITIS TERHADAP KOMUNIKASI BISNIS DAN DAMPAK KESEHATAN MENTAL PEGAWAI AGENSI DI JAKARTA SELATAN Fitria Hani Aprina; Syfa Amelia; Agnes Monica Marpaung; Deanda Dewindaru; Lailatus Sholihah
GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Vol. 13 No. 3 (2026): 2026 Maret
Publisher : Lembaga Kajian Ilmu Sosial dan Politik (LKISPOL)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56015/gjikplp.v13i3.849

Abstract

This study examines the phenomenon of hustle culture and the mental health crisis among young workers (Generation Z and Millennials) in the urban creative industry sector, with a geographical focus on South Jakarta. Employing a qualitative approach through a critical literature review design and critical discourse analysis, this study dismantles the structural narratives that reproduce labor exploitation in the era of digital capitalism. The analysis reveals three main findings. First, at the macro level, the Job Creation Law (UU Cipta Kerja) regime and the absence of the Right to Disconnect create a legal protection vacuum that locks workers into permanent precarity. Second, within corporate power relations, the jargon of flexibility and the commodification of passion are utilized to manipulate extreme exhaustion as dedication, to which young workers respond through passive resistance such as quiet quitting and mass resignation intentions. Third, geographically, the South Jakarta agglomeration area operates as an incubator for social pathology, evidenced by a private worker burnout syndrome rate reaching 40.3% and a youth emotional disorder prevalence of 11.26%. This study concludes that the mental health crisis in the digital industry is a product of structural exploitation, not an individual psychological resilience weakness, thus demanding radical intervention through labor law restructuring.
Pendampingan Digital Branding dan Restrukturisasi Media Sosial pada UMKM Binar’s Parfume Guna Memperkuat Identitas Merek Mandiri. Agnes Monica Marpaung; Ade Indriani Siagian; Deanda Dewindaru; Hendika Dwinanda Wicaksana
Abdi Cendekia : Jurnal Pengabdian Masyarakat Vol 5 No 2 (2026): Juni
Publisher : Yayasan Zia Salsabila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61253/abdicendekia.v5i2.713

Abstract

Program Pengabdian kepada Masyarakat ini bertujuan untuk menyelesaikan permasalahan identitas merek dan hambatan komunikasi pemasaran pada Binar's Parfume, sebuah usaha rintisan wewangian yang dikelola oleh wirausaha mahasiswa. Meskipun memiliki keunggulan produk berupa tingkat konsentrasi ekstrak wewangian yang tinggi, usaha ini menghadapi kendala kebingungan merek akibat tumpang tindihnya saluran promosi dengan entitas bisnis induk, serta rendahnya tingkat transaksi penjualan meskipun lalu lintas kunjungan profil tergolong tinggi. Pelaksanaan program ini menggunakan pendekatan Penelitian Tindakan Partisipatoris yang melibatkan mitra secara aktif. Intervensi akademik difokuskan pada pemisahan identitas media sosial secara mandiri, perancangan ulang pesan promosi untuk menonjolkan nilai keunggulan produk, serta pembakuan instruksi ajakan bertindak guna mengurai penyumbatan pada tahap akhir saluran pemasaran. Hasil unjuk kerja menunjukkan bahwa intervensi ini berhasil melampaui target penciptaan kesadaran merek secara masif dengan capaian akumulasi melampaui sepuluh ribu penayangan dan tingkat keterlibatan khalayak yang tinggi. Lebih lanjut, peran akademisi terbukti efektif dalam mentransformasikan kreativitas pembuatan konten yang semula hanya mengejar popularitas semu menjadi rancangan komunikasi yang terukur secara ilmiah. Sebagai jaminan keberlanjutan pascaprogram, tim pengabdi menyusun sistem tata kelola jadwal penerbitan materi yang disesuaikan dengan kesibukan akademik mitra, serta menyerahkan dokumen rancangan induk pedoman komunikasi pemasaran.
Co-Authors , Ade Indriani Siagian Ade Indriani Siagian Asep Suryana Deanda Dewindaru Fitria Hani Aprina Gema Nusantara Bakry Lailatus Sholihah Mukhamad Busro Asmuni Syfa Amelia Wicaksana, Hendika Dwinanda