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INDONESIA
Ultimacomm: Jurnal Ilmu Komunikasi
Published by Universitas Multimedia Nusantara
ISSN : 20854609     EISSN : -     DOI : -
Core Subject : Education,
Languange, Linguistic, Communication & Media
Jurnal Ilmu Komunikasi diterbitkan dua kali setahun sebagai media informasi karya ilmiah untuk bidang kajian Ilmu Komunikasi dan jurnalistik di Indonesia.
Arjuna Subject : -
Articles 383 Documents
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Relationship Marketing on Loyal Customer: A Descriptive Study of Total Bangun Persada's Customer Care Department Rizki Jaya Putra; Elke Alexandrina
ULTIMA Comm Vol 11 No 1 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v11i1.1169

Abstract

Total Bangun Persada (TOTAL) is a construction company that builds international-standard buildings and focuses on high-end market segmentation. It has Customer Care Department which maintains relationships by answering customers' inquiries. TOTAL's Customer Care - after sales service takes place after the project maintenance period, to support TOTAL's core service: "building construction”. TOTAL delivers quality service through its Customer Care as part of their relationship marketing strategy. The research is meant to discover how TOTAL's Customer Care contributes to the relationship marketing strategy. Data analysis of the study would describes the ‘relationship marketing' on customer market as conducted by Customer Care and to define the obstacles of the communication process in Customer Care activity. The research methodology used is qualitative to describe the communication process of relationship marketing implementation in TOTAL's Customer Care. Serving a segmented market, TOTAL has ‘differentiation focus' competitive advantage through lifetime guarantee in after sales service. TOTAL's relationship marketing on customer market defined by their after sales service, does not limited to serve building repairs – compensation for damages besides civil work might occur if the cause was within TOTAL's scope of work. With no significant communication obstacles apparent, TOTAL provides multi-channel integration for their customers such as Email for communicating detailed information; Whatsapp contact for short message or call for immediate response; office landline contact also available. External informant has positive response about TOTAL's after sales service responsiveness provided by Customer Care Department.
Mata Najwa dan Strategi Najwa Shihab untuk Memasarkan Narasi.tv. Ravi Noldy Boer
ULTIMA Comm Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v11i2.1178

Abstract

ABSTRACT Since being aired for the first time in 2009, Mata Najwa's television program has won a number of awards as the best program in Indonesia. Likewise, Najwa Shihab as the event guide has been named the best event guide several times. Behind the decision to stop Mata Najwa's show in August 2017, Najwa Shihab as the program owner has seen the opportunity to start its work in the digital world. Mata Najwa's popularity and Najwa Shihab became the capital to build and market Narasi.v, a digital-based multi-content platform. The decision to jump into the digital world is motivated by an understanding of the times and changes in consumer behavior. The development of the internet has made some Indonesians accustomed to using technological tools in their daily activities, including searching and enjoying video content. This research wants to provide insight into how to build a content business through the use of digital media. This study used a qualitative method that explained that when Mata Najwa's shows could again be witnessed by the public in early 2018, then at that time Najwa Shihab also began marketing the Narrative TV digital platform. This research also describes Najwa Shihab's strategy in utilizing digital media. Using the constructivist paradigm this study seeks to establish the idea that Mata Najwa's success is expected to be an embryo for the success of other TV Narrative content. It is interesting to learn about Najwa Shihab's step in re-showing Mata Najwa while marketing TV Narratives, which turned out to complement each other to achieve two goals, namely: to spread positive ideals for the country, while also creating a new sustainable business platform. One strategy to be able to survive and succeed in the digital world is the tips for running relationship marketing with consumers. Keywords: Digital Content, Technology Determinism Theory, Mata Najwa, Narasi.tv, Relationship Marketing.
Komunikasi Corporate Social Responsibility Melalui Media Massa Online: Studi Analisis Isi Berita Kegiatan Corporate Social Responsibility PT. PLN (Persero) Distribusi Jawa Tengah dan D.I.Y Revita Tri Sulastri; Wulan Herdiningsih
ULTIMA Comm Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v11i2.1212

Abstract

Intense competition between companies requires companies to be at the forefront and get a positive assessment from the community which leads to an improvement in the company's image. Companies try to please the community and stakeholders by doing positive, innovative things, and showing good achievements to the public. One way is to carry out Corporate Social Responsibility activities and to report activities in the online mass media. The ease of transparency of these business activities is carried out because of the development of communication and information technology that can easily become a bridge of information from the company to the community as well as a means of carrying out the goals or role of Public Relations easily. Reporting on CSR activities can also reveal that the existence of a company is not only to maximize the wealth of the owner, but also to serve the interests of stakeholders such as public, employees, and the government as conveyed by the stakeholder theory. State-owned electricity company PT. PLN in Central Java and Yogyakarta also carries out Corporate Social Responsibility activities and publishes it on online mass media. This research aims to analyze the news contents on the CSR of PT. PLN in Central Java and Yogyakarta published by Tribunjateng.com, by using quantitative content analysis. This descriptive research focuses on the CSR news of the PT PLN and their tendency, which measured by four indicators namely CSR responsibilities, programs, benefits and objectives. The results revealed the tendency of news content on CSR news to discuss the most about CSR Programs with a percentage of 46.4% of 13 news, CSR Responsibility of 32.3%, Benefits of 7.1% and CSR Objectives of 14.3%. Keywords: CSR news, Stakeholder theory, Content analysis, CSR Communications, Public Relations
Public Policy Evaluation on Limitation of The Use of Plastics Bags based on Social Marketing Perspective Cheryl Pricilla Bensa
ULTIMA Comm Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v11i2.1257

Abstract

The plastic bag diet campaign has been carried out by many parties including government agencies, but the campaign is feared to only reach the cognitive stage, not a meaningful change in attitude. Many campaigns on the problem of plastic waste have been carried out from NGOs, the private sector, and the government, but what is wrong so as to the problem of plastic waste continues to occur? Why does the problem of plastic waste still stop at the campaign without a comprehensive behavior implementation of the community? The research method was a survey using quota sampling and descriptive. The population people in Balikpapan, Jakarta and Surabaya. The campaign to limit plastic bags can be successful if there is a synergy of the regulators; the government and NGOs, the private sector such as retailers, and the community. The related parties are expected to design a campaign in accordance with the social marketing model. Moreover, the related parties must also conduct formative research of the target behavior: the community about plastic waste and the extent to which the related parties must endeavor so that it can be known what audience benefits are most appropriate in formulating a campaign. In the implementation of social marketing, related parties have to clearly formulate the target behavior that exists so that people are not confused and have one voice. In addition, policies must also be upheld to support and maintain the results of social marketing to be sustainable. Moreover, educational and outreach programs that can change behavior about the environment will also help future generations to reduce pollution of plastic waste.
Motivasi Penggemar K-Pop sebagai Citizen Author Menulis Fan Fiction Qoryna Noer Seyma El Farabi
ULTIMA Comm Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i1.1267

Abstract

The formation of fandom as group is caused by an existing interest for the same object. Fandom is a popular culture in the industrial society, as a way to admire certain culture. Fandom provides the evidence that audiences is an important factor in media development. Korean boyband fandom is the largest and gained highest members. At the moment, the emergence of Korean boyband fandom apprears in fan activities as the actualization of the fan's support toward their idol. The internet has been used not only as a search engine, but also as a communication tool. The author tries to analyze the phenomenon of internet-based, namely Wattpad, and also the internet capability that enable citizen authorship. This study uses qualitative methods, by conducting interviews to obtain data. The results of this study show two factors that influence fans to write a Fan Fiction about their idols, namely internal factors amd also external factors. Keywords: Fans, Fan Fiction, Citizen Authoer, Wattpad.
Relasi Self-Esteem dan Body Image dalam Terpaan Media Sosial Instagram Michelia Martanatasha; Intan Primadini
ULTIMA Comm Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v11i2.1278

Abstract

This research is motivated by the ‘social media detox' phenomenon, which is being carried out by many people to avoid the negative effect of social media. The high number of Instagram user, which is 80% of 150 billion active users in Indonesia can make people vulnerable to mental health problems as a result of the excessive use of social media Instagram. These problems are related to the perception of body image and the serious impact of self-esteem. The purpose of this research is to find out the impact of social media Instagram exposure on self-esteem levels through the perception of body image levels. This research used social comparison theory with the concepts of media exposure, body image, and self-esteem. The methodology of this research is quantitative with explanatory research. The respondents of this research were 400 respondents using non-probability purposive sampling technique by distributing online questionnaire. This research also used path analysis test to determine the indirect influence between the three variables. The result of this research shown that there is an indirect influence of social media Instagram exposure on self-esteem levels through the perception of body image levels. Also, there is a significant influence between social media Instagram exposure on the perception of body image levels by 7,6% and the perception of body image levels on self-esteem levels by 68,3%. However, between social media Instagram exposure and self-esteem levels do not have a significant effect. These results prove that the use of social media Instagram can influence the perception of their body image that also influence their self-esteem. Keywords: Body image, Instagram, Social Media, Self-esteem, Social Comparison Theory
Instagram Addiction and Selfie Among Young Adolescent Hidayah Hidayah; Febri Nurrahmi
ULTIMA Comm Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v11i2.1291

Abstract

This study aims to learn addiction suffered by Syiah Kuala University students on Instagram in relation to the selfie. The study used the Media Ecology Theory and qualitative explanative approach. The data were collected through in-depth interviews and observation on the informants' Instagram. Ten students from Syiah Kuala University were interviewed. Their addiction was observed from the intensity of Instagram usage. The study showed that there is a correlation between Instagram addiction and selfie. Addicted Instagram users are obsessed with selfie as they believe that selfie photos are the best way to get likes and increase the number of followers. Their addiction to Instagram incites their obsession to gain popularity in the virtual space using selfie photos. These findings are in align with the assumption of technological determinism that Instagram as a medium focusing on photos as its main feature has created and reinforced the selfie posting behaviours amidst its heavy users. Keywords: Instagram Addiction, Selfie, Youth, Media Ecology Theory
Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital Chyntia Novy Girsang
ULTIMA Comm Vol 12 No 2 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i2.1299

Abstract

The presence of influencers on social media is considered to have a strong impact on society so that most companies or organizations have encouraged the use of influencers, particularly the micro-influencers. The influencer can provide access and even influence hard-to-reach stakeholders such as groups with special interests. In addition, influencers are also considered to be able to mediate the messages and spread them quickly, have the potential to go viral and affect not only for the community but also to society. This research uses the constructivist paradigm, qualitative method, and present descriptive data. The researcher attempts to provide an overview of the use of influencer through social media, specifically Instagram, messages or content packaging by the influencer, as well as the extent of their impact as public relations strategy in the digital era. The data were collected by interviewing two micro-influencers on Instagram. In addition, the researchers also observed the influencers' Instagram social media accounts and their interactions with their followers. The results showed that micro-influencers were seen to be effective and had an impact on influencing their followers on social media. Personalization, engagement, as well as the authentic relationships between micro-influencers and their followers, are the factors in building trust that have an impact on the messages conveyed by the micro-influencers. The use of micro-influencers can be an effective strategy if companies can recognize their target audience and work with micro-influencers who are appropriate with these communication targets. Keywords: influencer, micro-influencer, social media, public relations
#BodyProudMums: Promoting Body Positivity through Brand Storytelling on Social Media: Analisis Naratif tentang Kampanye #BodyProudMums oleh Mothercare di Instagram Ruvira Arindita
ULTIMA Comm Vol 12 No 2 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i2.1321

Abstract

Previous researches showed that there is relation between body image satisfaction and depression in perinatal period. Given this fact, it is important to educate and find ways to enhance mothers' postpartum self-esteem and body satisfaction. For the last decade body image literature has risen and brought to new discussion about body positivity. This research focuses on women's body positivity campaign presented by Mothercare called #BodyProudMums. The objective of this research is to identify the storytelling elements used to promote women's body positivity campaign and whether the issue creates good brand story for Mothercare. The concepts used are body positivity, postpartum, brand storytelling, and social media with qualitative content analysis as research method. The unit of analysis are ten posts of #BodyProudMums campaign on @mothercareuk, while the samples are three randomly chosen posts. This research notes that the body positivity messages of body appreciation, body acceptance, and love, as well as broad conceptualization of beauty are carried out by the elements of storytelling namely: basic plots (the quest), archetype (the change master) with the following story objectives: communicating who they are, fostering collaboration, transmitting values and sparking action. There are only three out of four elements of good brand story present on the campaign. However, the absence of humor element is justified because of the nature of the postpartum story in which it shares mothers' hardship and how they finally cope with it. Therefore, it can be said that the issue of mothers' body positivity creates good brand story for Mothercare. Key words: positive body image, postpartum, brand storytelling, social media
The Audience's Response to Gender Relation Campaign of Ketchup Brand on Youtube Muchammad Nasucha; Rizky Kertanegara
ULTIMA Comm Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i1.1323

Abstract

Currently, the rapid usage of the Internet as a tool or medium of communication and information, including media campaign to society, is popular to spread the idea(s), thought, even ideology. YouTube, as one of the popular video-sharing social media, is vivacious and potential to get the audience's attention and responses accordingly to the design(s) like ABC as one of the brands of complementary food (sauce/ketchup) has done. This research tries to find the audience's responses to gendered-relations campaign through the new media, particularly through social media (YouTube). Based on reader-response theory and using [dominantly] qualitative text online analysis, this research attempts to find the variety of the audience's response to the Campaign. Finally, this research finds that basically, the responses are implicit and explicit. The explicit means that the icon like and unlike identifies the audience's positive and negative responses. The implicit response appears in the comment section, both verbal and nonverbal (such as emoticon). We can catch many comments about gender relations. Even between wife-husband (spousal relationship), the dichotomy still exists and shows a negative-positive pole. The diverse responses/comments presented by the audiences seem to be influenced by several factors, such as values of the culture, education, family, environment, society, and religion. It seems that the campaign as a digital marketing strategy has affected the audiences to involve in spreading the idea, called as the word-of-mouth effect. Keywords: audience response, Campaign, gender relation, social media, digital marketing

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