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Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis
Published by Universitas Muhammadiyah Jakarta
ISSN : 25490613     EISSN : 26157179     DOI : https://doi.org/10.24853/pk.5.2.178-188
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Focus and Scope Perspektif Komunikasi focuses on writings that contains research and contemporary thinking in the field of Communication Studies in various perspectives and angles include: 1. Political Communication, features cutting-edge theory-driven empirical research at the intersection of politics and communication. This could be an analytical viewpoints that advance understanding of the practices, processes, content, effects, and policy implications of political communication. 2. Business Communication, address all areas of business communication including but not limited to business composition and information systems only, but also international business communication, management communication, organizational and corporate communication. 3. Marketing Communication, concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management include integrated marketing communication, advertising, public relations and broadcasting. 4. Development Communication, address the using of communication to facilitate social development, promotes information exchanges to create positive social change via sustainable development.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 180 Documents
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FENOMENA JINGLE "OKE GAS": STUDI NETNOGRAFI KAMPANYE POLITIK DI TIKTOK Tanuwijaya, Vincentius; M, Sherly Cristian
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.165-184

Abstract

Social media, especially TikTok, plays an important role in political communication strategies in the digital era. TikTok is not only a medium for delivering messages but also supports direct interaction between presidential candidates and netizens through creative content. This research examines the phenomenon of the use of the "Oke Gas" jingle in the political campaign of the 02 presidential candidate pair in the 2024 Election. This research aims to determine the role of the type of content that uses the Oke Gas jingle on TikTok in attracting netizens' attention in the form of comments so that what sentiments occur can be seen with a netnography study. A total of six selected TikTok contents consisting of official campaign team uploads (owned content), influencers (earned content), netizen content (shared content), were analyzed to explore the sentiments that emerged, both positive, negative, and neutral. The results of the research showed that the use of jingles as a campaign element was effective in increasing interaction from netizens. The "shared content" category, such as creative videos from netizens that have a humorous nuance and casual theme, produced the highest positive sentiment. Meanwhile, "owned content" from campaign team uploads tends to generate negative sentiment due to different political preferences between netizens. Meanwhile, "earned content" from influencers can expand reach but attracts more attention to the influencer's personality than political messages. This research uses the hypodermic needle theory that shows the effectiveness of social media in influencing public opinion through visually and emotionally engaging content. The results of this research provide strategic input for political campaign teams to utilize TikTok as a tool by emphasizing the creativity of content that is relevant to netizens in order to be more effective in building public support.
PENGARUH UJARAN KEBENCIAN PENGGUNA DETIKFORUM TERHADAP KREDIBILITAS MEDIA DETIKCOM Istifany, Salsa Bila; Kusuma, Satria Kusuma
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.185-198

Abstract

Online media innovates by facilitating discussion forums to enable users with similar interests to interact, fostering a relationship with readers. However, hate speech disseminated by users in discussion forums can affect the credibility of the media itself. Detikforum is a platform created by Detikcom to allow users/readers to discuss certain issues and create various topics. Detikcom aims to engage readers in discussing the latest news and provides a space for expressing thoughts or comments on existing news. This study aims to determine whether hate speech by DetikForum users influences the credibility of Detikcom media. The research employs theories of hate speech and media credibility, using a causal quantitative approach. Data were collected through online questionnaires distributed to respondents using purposive sampling, with 100 respondents meeting the criteria as research samples. The respondents were DetikForum users aware of hate speech cases and who interacted with celebrity tweets addressing hate speech in DetikForum. The study results indicate that hate speech by DetikForum users has a 30.6% impact on the credibility of Detikcom media. The media needs to take firm steps to eliminate hate speech in discussion forums, such as enhancing content moderation through intelligent algorithms and active moderator teams, implementing clear and strict policies on ethical violations, and educating the public on digital literacy and the legal consequences of hate speech. These actions can help the media improve its image and credibility in the public eye while creating a healthy and constructive discussion space.
REPRESENTATION OF WOMEN’S PROFESIONALISM IN ANJI’S MUSIC VIDEO “ORANG YANG BERBEDA” Sukra, Winda; Tiara, Andys; Setiawati, Titin
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.213-228

Abstract

The media has a strong influence in shaping people's perceptions and values, but unfortunately the messages conveyed are often not in favor of women. As a reflection of culture, the media often adopts, reinforces and even perpetuates the figure of women with negative connotations through certain roles and attributes that often undermine their abilities, especially in the public sector. Music videos are one form of media that often constructs women unfairly and undignified, to the point of being unprofessional on screen. This paper focuses on the controversial music video clip “Orang Yang Berbeda” by Anji, which is the locus of the author. The purpose of this writing is to try to uncover how the construction of women's professionalism is portrayed in the media. This writing is important to do as a form of effort in fighting for a fairer and more dignified portrayal and placement of women on screen, especially music videos. This writing seeks to contribute to a more positive and empowering representation of women in the media, which ultimately leads to gender equality. This paper will apply the concepts of Peter L. Berger and Thomas Luckmann's construction theory and De George's elements of professionalism to understand the reimagining of women's professionalism in music videos. This paper will use qualitative content analysis method, constructivism paradigm, and qualitative approach. The analysis will focus on the scenes and symbols in the music video. The results of the author's analysis of this music video show doubts about women's ability to work professionally. 4 out of 5 scenes illustrate how the two female roles, Yolla and Celline marginalize the aspects of professionalism stated by George, namely; professionalism must have strong integrity and not be easily tempted by material things or worldly pleasures and professionalism requires a harmony between thoughts and actions.
MARKETING PUBLIC RELATIONS STRATEGY OF PT. JANIK LAMPUNG IN BUILDING BRAND IMAGE Nabila Shofi Aini; Fikrani Deslia, Iva
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 9 No. 1 (2025): Perspektif Komunikasi (On Progress)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Marketing Public Relations (MPR) is a strategic approach that integrates marketing activities with public relations to build a strong and positive brand image. This strategy has significant potential to enhance the company's brand image, which in turn contributes to increased profitability. PT. Janik Lampung is a company operating in the fashion industry, focusing on the preservation and innovation of Tapis Lampung, a cultural product that not only reflects the beauty of traditional art but also conveys the philosophical values and identity of the Lampung community. This study aims to analyze the Marketing Public Relations strategy implemented by PT. Janik Lampung in its effort to build a strong brand image. The research employs Whalen’s 7 Steps of Strategic Planning as the theoretical framework and utilizes a qualitative method, collecting data through interviews, data categorization, and social media content analysis. The findings reveal that PT. Janik Lampung applies a systematic combination of Pull, Push, and Pass strategies in each planning stage. These steps include situational analysis using SWOT, goal setting based on SMART principles, strategy formulation, audience targeting, communication message planning, selection of social media tactics, and the evaluation of communication effectiveness. The key messages and hashtags #BanggaBerbudaya (Proud of Culture) and #SobatLestariBudaya (Culture Sustainability Companions) have been effectively embedded in the minds of consumers, fostering increased awareness, engagement, and loyalty toward Tapis Lampung products. This strategy has succeeded in strengthening the brand image of Janik Lampung as an authentic local brand that aligns with modern market preferences, particularly among Generation Z. Consequently, Janik Lampung has demonstrated its competitiveness in both local and national markets as a cultural based creative industry player. Keywords: Brand Image, Marketing Public Relations, Social Media, Tapis Lampung, Whalen’s 7 Steps of Strategic Planning
MANAJEMEN KOMUNIKASI NANO INFLUENCER DI INSTAGRAM BERBASIS INTERAKTIVITAS Binandari, Binandari; Muksin, Nani Nuraini
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.251-262

Abstract

Seiring berkembangnya teknologi, terutama internet, berkembang pula media sosial dengan berbagai platform yang memungkinkan orang untuk berinteraktifitas dengan dinamis. Platform Instagram melahirkan peran Influencer, yaitu seseorang atau akun yang dianggap memiliki kemampuan membentuk opini dan memberikan pengaruh pada pengguna lain dengan variasi topik yang ditayangkan. Tidak sedikit yang memanfaatkan fitur-fitur yang ada dalam Instagram untuk menjalin ikatan yang lebih kuat. Penelitian ini untuk mengetahui manajemen komunikasi nano influencer, yaitu influencer dengan jumlah pengikut yang tidak terlalu banyak tetapi memiliki komunitasnya sendiri dalam berinteraktifitas di instagram dan untuk mengetahui keunikan dan karakter komunikasi nano influencer dalam berinteraktifitas sehingga bisa dianggap sebagai seorang yang memiliki pengaruh. Penelitian ini dilakukan dengan pendekatan kualitatif bersifat deskriptif, lebih lanjut disebut metode etnografi, dan pengumpulan data dilakukan dengan observasi terhadap kegiatan instagram nano influencer selama periode waktu tertentu, untuk menguatkan pengamatan tersebut dilakukan juga wawancara terpisah terhadap nano influencer dan para pengikutnya. Hasil penelitian menunjukkan bahwa manajemen komunikasi sangat diperlukan oleh influencer untuk bisa lebih mengoptimalkan interaktifitas dan memberikan hasil yang lebih besar manfaatnya dengan pengaruh yang mereka miliki. Berbagai karakter yang dimiliki influencer, memberikan keunikan tersendiri dalam platform Instagram dan setiap influencer mampu menghadirkan citra diri yang membedakannya dari influencer lain.
THE GREEN MOVEMENT OF SUSTAINABILITY: A CASE OF IKEA IN INDIA Longani, Kirti Dang; Sharma, Preeti
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.241-250

Abstract

This research examines IKEA's sustainability movement and its impact on customer behavior. As a global leader in furniture retail, IKEA has embarked on a transformative journey to minimize its environmental footprint and promote responsible consumption practices. By integrating renewable energy, sustainable sourcing, and eco-friendly product lines, IKEA has positioned itself as a pioneer in corporate sustainability. The growing environmental concerns and increasing demand for sustainable business practices have compelled corporations to reassess their strategies. However, the extent to which corporate sustainability efforts influence consumer behavior remains a critical question. This research seeks to address this gap by evaluating the impact of IKEA’s sustainability strategies on customer behavior, particularly in terms of eco-conscious decision-making and brand loyalty. Adopting a mixed-methods approach, the study combines qualitative analysis of IKEA’s sustainability reports and initiatives with quantitative customer surveys. The theoretical foundation is rooted in the Triple Bottom Line framework, emphasizing the balance between economic, social, and environmental sustainability. IKEA’s commitment to 100% renewable energy, ethical material sourcing, and the introduction of recycled and energy-efficient products exemplifies its alignment with this framework. The findings reveal that IKEA’s sustainability initiatives empower customers to make environmentally conscious decisions and enhance brand loyalty through educational campaigns and eco-conscious product offerings. This research underscores the vital role of sustainability in shaping modern consumer behavior and driving corporate success, providing insights for corporations seeking to integrate sustainability into their business models while fostering long-term customer relationships.
REVEALING GREEN CAMPAIGN CONCEPT ON PUBLIC RELATIONS PERSPECTIVE: A SYSTEMATIC LITERATURE REVIEW Hasna, Sofia; Patrianti, Tria; Iftatunnisa, Putri Vania
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.229-240

Abstract

Green campaign activities are a concept currently utilized by communication practitioners in both profit and nonprofit organizations to emphasize the importance of sustainable environmental practices amid climate and environmental crises. This green campaign aligns with the Sustainable Development Goals (SDGs), specifically Pillar 6, which focuses on environmental development. Additionally, this concept is closely related to public relations (PR) activities, including research, planning, execution, and evaluation. Therefore, this study aims to examine the concept of green campaigns from a public relations perspective to understand how it functions within this field. This research employs a qualitative descriptive method through a systematic literature review (SLR), analyzing data from 100 articles obtained from Google Scholar. The findings indicate that research on the green campaign concept in public relations gained popularity between 2016 and 2018. The green campaign is strongly linked to public relations as a persuasive campaign concept that promotes environmentally sustainable innovations. Furthermore, from a public relations perspective, the green campaign emphasizes outcomes that create environmental value and raise public awareness of environmental issues. Expected applications of the green campaign include green trust (public trust in environmental issues) and green consumer behavior (shifting societal behavior toward more sustainable and eco-friendly living). The green campaign concept is also associated with green marketing campaigns and marketing communication, as they all influence consumer behavior. The presence of the green campaign concept in modern communication activities is marked by increasing public awareness of environmental issues. Therefore, in the context of public relations, the green campaign serves as part of a communication strategy that intersects with environmental issues.
ANALYSIS OF AUDIENCE RECEPTION ON THE CONTENT OF ANIES BASWEDAN LOW CONTEXT COMMUNICATION MESSAGES ON THE 3rd DEBATE PRESIDENTIAL CANDIDATES 2024 Fadhillah, Luthfi Rais; Tiara, Andys; Kumari Putra, Gilang
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 9 No. 1 (2025): Perspektif Komunikasi (On Progress)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The advent of the digital era has precipitated a profound metamorphosis in the communication patterns of Indonesian society, particularly through the medium of social media, which has emerged as the predominant conduit for the dissemination of information and the shaping of public opinion. A salient phenomenon pertains to Anies Baswedan's communication style during the third presidential debate in 2024, which adopted a Low Context Culture (LCC) a direct and explicit communication style contrasting with Indonesia's traditional communication culture, which tends to be implicit and polite called High Context Culture (HCC). The objective of this study is to examine how the audience received and interpreted the LCC messages conveyed by Anies Baswedan during the debate. The theoretical framework of this research draws on Edward T. Hall's cultural communication theory, Hofstede's cultural dimensions, and Anthony Giddens' Runaway World theory, which highlights the dynamics of globalization and digital interaction. The research method employed is a constructivist paradigm with a qualitative approach, combining Stuart Hall's reception analysis and Phillip Mayring's qualitative content analysis. The data presented herein was collected through a meticulous examination of textual content and in-depth interviews with active and relevant  audiences. The findings of the research indicate that audience reception is significantly influenced by cultural background. Anies' LCC communication style has been perceived by some audiences as firm and effective, while others have found it offensive and inappropriate with local cultural norms. This study provides strategic recommendations for the development of political communication in the digital age.
MODERNIZATION OF BALINESE CULTURE: A CRITICAL DISCOURSE ANALYSIS OF TEUN A VAN DIJK YOUTUBE KISARASA Khotimah, Khusnul; Hariyanti, Nunik
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.263-276

Abstract

Abstract  Modernization is a global phenomenon that affects cultures, including Bali. This research will explore the Balinese cultural modernization phenomenon. This research aims to analyze the impact of modernization on Balinese culture by using the critical discourse approach developed by Teun A. Van Dijk. The main focus of this research is Kisarasa's YouTube content, which becomes a place to explore the changes and adaptations of Balinese culture. This research method uses a qualitative approach through data collection techniques of literature study, video analysis, and documentation. The literature study was conducted to collect information on Koentjaraningrat's seven elements of culture. Video analysis was conducted to explore how Balinese cultural elements are presented and the changes due to modernization. Documentation was done by providing video clips that had been identified as relevant to Balinese culture and by the predetermined criteria. The data was analyzed using the content analysis method with a critical discourse approach, through three components of analysis, namely, text, social cognition, and social analysis. To ensure data validity, a source triangulation technique was applied by comparing data from the three collection methods. The result is YouTube Kisarasa suggests that modernization is driving the adaptation of Balinese culture, which maintains traditional core values but is not separated from modern lifestyles. This research contribute to the understanding of the modernization of Balinese culture and how critical discourse analysis and cultural studies can complement each other to provide a deeper insight into social and cultural change in a modern context.
KOMUNIKASI INTERNAL DAN KETERLIBATAN KARYAWAN DALAM SOSIALISASI CODE OF CONDUCT PADA PT HALEYORA POWERINDO BANGKA Amelia, Nurul; Fajrini, Nurkhalila; Yulia, Irla
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 9 No. 1 (2025): Perspektif Komunikasi (On Progress)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Rendahnya keterlibatan karyawan dalam menginternalisasi nilai-nilai organisasi menjadi tantangan utama yang dihadapi perusahaan, terutama ketika komunikasi internal belum partisipatif dan bermakna. Penelitian ini bertujuan mengkaji peran komunikasi internal dalam sosialisasi Code of Conduct sebagai manifestasi budaya etik organisasi, serta hubungannya dengan keterlibatan karyawan (employee engagement) di PT Haleyora Powerindo Bangka. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa studi pustaka, observasi, dan wawancara mendalam kepada manajer, koordinator, dan karyawan. Hasil penelitian menunjukkan bahwa komunikasi internal yang konsisten, dialogis, didukung kepemimpinan inspiratif, serta pemanfaatan media digital, mampu meningkatkan keterlibatan karyawan dalam dimensi kognitif, emosional, dan perilaku. Sosialisasi Code of Conduct tidak hanya menjadi sarana penyampaian informasi, tetapi juga ruang pembentukan makna dan penguatan identitas kolektif yang selaras dengan nilai organisasi. Faktor pendukung keterlibatan karyawan meliputi dukungan manajemen dan kedisiplinan internal, sementara faktor penghambat di antaranya perbedaan latar belakang dan keterbatasan waktu. Studi ini menekankan pentingnya komunikasi yang reflektif, empatik, dan transformatif untuk memperkuat budaya organisasi dan menciptakan employee engagement yang berkelanjutan. Rekomendasi diberikan agar perusahaan mengembangkan pola komunikasi yang lebih variatif dan interaktif, serta melakukan evaluasi berkala untuk meningkatkan efektivitas sosialisasi Code of Conduct.

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