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Jurnal Manajemen Komunikasi

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Published by Universitas Padjadjaran

ISSN : 25483242 EISSN : 25490079 DOI : -

Core Subject : Humanities, Education,

Humanities Languange, Linguistic, Communication & Media

Jurnal Manajemen Komunikasi ISSN 2548-3242 and eISSN 2549-0079 contains articles written from research and study reports on Communication Management. Jurnal Manajemen Komunikasi incorporate with Persatuan Perusahaan Periklanan Indonesia (P3I) Pengda Jawa Barat. JMK is published twice annually (October and April) by the journal editors from the Communication Management Study Program Faculty of Communication Science, Universitas Padjadjaran.

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Articles 133 Documents

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Advocacy communication by Never Okay Project on sexual violence in the workplace Bernard, Kevin Michael; Maryani, Eni
Manajemen Komunikasi Vol 8, No 2 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v8i2.50521

Sexual violence in the workplace in Indonesia continues to occur due to various factors. Never Okay Project became one of the organizations that seeks advocacy communication to increase participation of the actors involved and to influence company policies regarding sexual violence. This study aims to explore the advocacy communication carried out by Never Okay Project on sexual violence in the workplace. This research uses a qualitative approach with a case study method. Data within this research was obtained through interviews with organization manager, employer, advocacy targets, and issue observers, as well as observations of advocacy communication contents shared through various channels. Data were analyzed using framework analysis technique (Ritchie et al., 2003). The results of this study show that Never Okay Project was formed as a platform to elevate the stories and experiences of survivors into something worth taking into account. In their efforts of advocacy communication, Never Okay Project is oriented towards workers’ experiences in raising various issues related to sexual violence in the workplace, workers’ experiences and rights, as well as the coverage in various work sectors. Collaboration with various stakeholders as well as Never Okay Project’s advocacy communication with employers has implications towards the formation and improvement of company policies regarding sexual violence in the workplace with more of a survivor’s perspective. This research maps the position of Never Okay Project in raising issues, influencing policies, and developing public participation regarding the issue of sexual violence in the workplace through advocacy communications.

Maximizing brand image building as a semi-pub café through emotional branding Izzah, Nurul; Sumartias, Suwandi; Perbawasari, Susie
Manajemen Komunikasi Vol 8, No 2 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v8i2.49682

This research discusses a café in Makassar City called Pyur for You Café, which decided to rebrand when it was threatened with permanent closure due to the Covid-19 pandemic in 2021. The café previously had a work-friendly concept and was then rebranded as a semi-pub café, which implemented emotional branding. This study aims to analyze the Pyur For You café, discuss the background of the Pyur For You café in choosing to apply emotional branding to a new café concept, discuss the process of creating its identity, and analyze how the Pyur For You café applies the emotional aspect of branding to a new concept. So that consumers are attached to the café and prefer the Pyur For You Café over other competitors. This research is a qualitative case study with informants from the café, namely, the owner and staff, who understand the application of emotional branding. The author also randomly selected five consumers who met in the Pyur For You café area to conduct in-depth interviews. The results of the interviews regarding rebranding were analyzed through the four basic pillars of emotional branding, according to Marc Gobe. The findings show that the Pyur For You café has implemented the basic concept of emotional branding, which is communicated through relationships with consumers, the interior design of the café, events held, and food served. However, its application can still be maximized.

Mapping the impact of social media marketing on customer loyalty: Bibliometric analysis Agung, Tan Ray; Nuryakin, Nuryakin
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.53120

This study aims to evaluate and discuss the progress made in writing research articles that focus on the relationship between social media marketing and consumer loyalty. It also looks at how to visualize VOSviewer data to look at author cooperation and keywords in journal articles that Scopus has indexed. The influence of social media marketing on customer loyalty is investigated bibliometrically in this study using quantitative descriptive technique and systematic mapping methodology. One hundred twenty-six relevant articles were located among the 308 articles in the initial search results when the database was initialized by specifying the phrases “social media marketing” and “customer loyalty” on the Scopus website. Using the VOSviewer program, it is known that 542 authors are related with 5 clusters and 36 keywords. Notably, American writers are responsible for most of the research on this subject, which was published in Scopus. In VOSviewer’s mapping, some key terms that come up often include digital marketing, Facebook, trust, client loyalty, and brand loyalty. It is important to emphasize that this study’s scope is restricted to the Scopus database, which suggests that the results’ completeness may be constrained. This paper is significant because it adds something new to our knowledge of how social media marketing influences customer loyalty and because of the inventive use of VOSviewer visualization.

The utilization of YouTube by Gen Radio as content distribution alternative channel Rohim, Syaiful
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.53753

The rapid development of the Internet allows all users to distribute videos in a broader range to social media platforms such as YouTube because on this platform, the users can freely choose what content they want to watch, especially music. Therefore, many broadcast industries utilize YouTube to distribute their content. This research aims to understand how Gen 98.7 FM radio utilizes YouTube media as an alternative content distribution. The theory used is the New Media theory, which Pierre Levy developed, and it is said that new media is the development of media from the conventional to the digital era. This research uses a qualitative approach and descriptive research type. Data collection techniques were done by using interviews, observation, and documentation. The results of the study showed that the utilization of YouTube radio Gen 98.7 FM as an alternative content distribution is an amplification of on-air radio. It is also to introduce radio to the digital, which is packaged and distributed to the featured program through a YouTube channel. By utilizing YouTube, Radio Gen 98.7 FM gets more listeners because those who watch YouTube do not necessarily listen to the radio and vice versa.

Social networks analysis of anticorruption messages on Twitter Syaputra, Hendry; Abdullah, Aceng; Sjafirah, Nuryah Asri
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.50121

Corruption poses a serious threat to a nation’s progress and undermines public trust in the government. Therefore, it is often referred to as an extraordinary crime. Despite numerous measures being taken, it cannot be denied that corruption still occurs frequently. Thus, in addition to focusing on combating corruption, new approaches are important for disseminating anticorruption messages through various media, including social media. This study examines communication patterns, social network structures, key actors, and their roles in anticorruption messages on Twitter using Social Network Analysis (SNA) methods. Data collection techniques involve text mining or web crawling based on keywords using Gephi 0.97. The data was collected in December 2022, coinciding with the celebration of International Anticorruption Day (Hakordia). The results indicate that analysis units such as density, diameter, average path length, components, and modularity suggest that communication between actors in the network tends to be one-way, with some nodes serving as key actors. Interactions among Twitter users are minimal, with little or almost no reciprocal communication. Based on the patterns observed from the network of anticorruption messages and campaigns, the study reveals an asymmetrical communication network. In terms of actor centrality statistics, those with the highest centrality values are @kpk_ri, @democrazymedia, @tvonenews, @cnnindonesia, and @nazaqistsha. Each of these five actors plays a specific role in the network, depending on their backgrounds. This study concludes that in addition to government actors, mass media and even individuals play a crucial role in disseminating and campaigning for anticorruption messages.

Virtual reality tourism and its impact to visitor intention in rural Bandung Sobarna, Aditia; Saefullah, Kurniawan; Hadian, Sapari Dwi
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.55396

The use of virtual reality as a marketing tool for conventional tourism has seen an increasing adoption, as it enhances the engagement between virtual tourists and the showcased destinations. This study evaluates the effectiveness of Virtual Reality (VR) in enhancing the tourism experience at Alamendah Tourism Village, Bandung. A quantitative approach was used, with data collected through structured questionnaires distributed to 385 potential tourists who had experienced the village’s VR tour. Structural Equation Modeling (SEM) was employed to analyze the relationships between system quality, immersive perception, authenticity, satisfaction, and visit intention. The analysis process was supported by the SmartPLS application. The results indicate that system quality significantly influences immersive perception and authenticity, which in turn affects tourist satisfaction and visit intention. Moreover, immersive perception was found to mediate the relationship between system quality and authenticity. This study concludes that investment in high-quality VR technology and the creation of authentic immersive content is essential for tourism village managers to enhance tourist engagement and satisfaction. These findings suggest that VR can optimize the unique features of tourism villages, such as cultural authenticity and natural beauty. Additionally, VR can offer a deeper and more fulfilling experience when enjoying tourism in the village. Therefore, the implementation of VR can serve as a strategic tool to boost tourist loyalty and long-term success in the tourism village sector.

Tweeting democracy: X and political participation of Indonesian youth Anwar, Rully Khairul; Khadijah, Ute Lies Siti; Lusiana, Elnovani
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.49376

The rise of social media has undeniably improved engagement, politics, and communication. The emergence of X has revolutionized political conversations and strengthened the political engagement of both citizens and politicians. It is crucial that we conduct a thorough examination of the importance of this phenomenon, particularly in the Indonesian context. This study aims to delve into the role of X in shaping political participation among Indonesian youth. The study was conducted among three hundred male and female students from five prestigious universities in West Java, Indonesia: UNPAD, ITB, UPI, UIN, IPB, and Telkom University. For data collection, the researcher used a quantitative method in which closed-ended questionnaires were distributed. In addition, the researcher also conducted interviews with randomly selected respondents to ask them about their experiences with X. This study shows that X greatly influences young people and plays an important role in teaching political awareness. X impacts young people by helping them gain knowledge about fundamental political rights. The results also show that messages on X influence respondents’ political orientation and help them decide who to vote for in elections. In addition, the study shows that X has become an excellent source to connect political leaders with their constituents. By analyzing the approaches of political leaders and young people behind the use of X, this study contributes to future research on political influence on social media, especially X.

Analysis of Ganjar Pranowo and Ridwan Kamil’s digital campaign on Twitter Pranata, Yengki; Hadmar, Ahmad Muhardin; Suswanta, Suswanta
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.55412

Digital campaigns are becoming a trend in influencing public opinion and expanding the reach of political messages. This research aims to analyze the effectiveness of the digital campaign strategy carried out by Ganjar Pranowo and Ridwan Kamil via the Twitter platform. The method used is qualitative research with a Qualitative Data Analysis Software (QDAS) approach via Nvivo 12 Plus. Data was collected using the N-Capture tool via the official Twitter accounts @ganjarpranowo and @ridwankamil during the period July 2022 to June 2023. The accounts @ganjarpranowo and @ridwankamil were chosen as research objects because they are both public figures who have great influence on social media. The analysis is carried out based on five main indicators: popularity, activity, responsiveness, visibility and interaction. The research results show that Ridwan Kamil is more effective in using Twitter as a digital campaign medium. The @ridwankamil account has more than 5.5 million followers, much more than the @ganjarpranowo account which has 3.3 million followers. Ridwan Kamil was also more active in using hashtags, such as #jabarjuara which was used 768 times, while Ganjar Pranowo only used the hashtag #lapakganjar 19 times. However, Ganjar Pranowo shows a higher level of activity with a higher number of tweets and a higher proportion of retweets. Both accounts show almost the same number of mentions on the @jokowi account, reflecting equal involvement in national issues. In conclusion, the @ridwankamil account is more effective than @ganjarpranowo in conducting digital campaigns via Twitter.

Revitalizing kebaya in the digital era: Qualitative analysis of Rania Yamin’s TikTok Rizana, Aulia Holaw; Sumartias, Suwandi; Mirawati, Ira
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.54759

Kebaya, a symbol of national identity and cultural heritage in Indonesia, has evolved through the nation’s historical and social journey. In the digital era, kebaya is being revitalized on social media platforms like TikTok. The research aims to discover how Rania Yamin popularizes Kebaya through TikTok media by combining modern elements to make it fashionable and attractive to the younger generation. This study employs qualitative content analysis to understand and interpret visual data. Researchers analyzed Rania Yamin’s ten most popular TikTok posts from January to December 2023. The findings reveal that kebaya is central to Rania’s content, often paired with contemporary fashion styles that reflect the dynamic lifestyles of women. TikTok is an effective platform for cultural promotion, particularly in visualizing kebaya, thus increasing public interest in Indonesia. The study highlights that Rania Yamin’s content strategies, such as personal narratives and engaging visuals, significantly contribute to kebaya’s popularity among young audiences. These findings suggest that TikTok and influencers like Rania Yamin play a crucial role in preserving culture through a flexible approach accepted by young people. This research provides insights into using social media platforms like TikTok to popularize and preserve cultural heritage in a modern context. It also shows how relevant and engaging content can boost Audience engagement and participation, especially among younger generations who frequently use TikTok.

Managing value proposition of small medium enterprise through digital business communication Nur, Fasichah Tia; Andreas, Rino; Liang, Chen Wei
Manajemen Komunikasi Vol 9, No 2 (2025): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i2.62057

Digital business communication has proven to be a determining factor in increasing the competitiveness and adaptability of SMEs in the midst of a dynamic digitalization era. In addition, the use of the Value Proposition framework in digital marketing strategies has shown significant effectiveness in expanding reach and increasing customer engagement in local product-based SMEs. This study aims to analyze how Gang Gowes implements its value proposition through strategic business communication on Instagram in the context of bicycle tourism in Solo, Indonesia. The demand for tourism, sports, and culinary experiences has grown beyond just recreation and health, but also the desire to socialize, create, upload, and share content on social media platforms, especially Instagram. This study uses a qualitative approach by analyzing Gang Gowes’ Instagram posts and conducting in-depth customer interviews. Through the BMC analysis, we found that Gang Gowes, as a bicycle rental business, implements a value proposition by differentiating itself from other similar bicycle rental business competitors. Gang Gowes offers a spontaneous experience, aesthetic value, and quick services. Furthermore, the use of interactive communication through Instagram provides interesting visualization, routes travelled, and stories built by customers that provide a value proposition to consumers effectively. This study offers a value proposition implementation model that can be replicated by tourism businesses based on experience and visual narratives, a business that can build attractiveness as well as emotional engagement with its consumers.

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Meria Octavianti

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ira.mirawati@unpad.ac.id

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Kota bandung,

Jawa barat

INDONESIA