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INDONESIA
JURNAL PUSTAKA KOMUNIKASI
Published by Universitas Prof. Dr. Moestopo
ISSN : 26148153     EISSN : 26148498     DOI : -
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Jurnal Pustaka Komunikasi is a scientific journal that publishes scientific articles specifically for the study of communication sciences. Jurnal Pustaka Komunikasi contains articles on Communication Science, communication management, advertising, journalism, public relations, broadcasting and media studies.
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Articles 309 Documents
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Strategi Komunikasi Pemasaran TATV Untuk Meningkatkan Jumlah Pengiklan Christian, Mikael Kevin Hodie; Vanel, Zon
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.2667

Abstract

The television industry places itself in business competition to obtain commercial benefits for the company’s sustainability. The reduced number of television viewers has an impact on declining advertising revenue. To meet sales targets, companies must carry out various appropriate strategies to attract advertisers to buy the company’s products, namely through advertising. TATV has implemented various strategies but has not been able to increase significantly. This study aims to find out and describe how the marketing communication strategy is carried out by TATV to increase the number of advertisers. This research uses descriptive qualitative research with the case study method. Data collection techniques used are interviews, observation, and documentation. The results of this study indicate that the five marketing mixes, such as advertising, sales promotion, public relations, personal selling, and direct marketing, ara important to increase TATV sales. Of the 5 most frequently used marketing activities, personal selling is face to face selling or face to face with clients and online via WhatsApp and email. This is because it makes it easier for clients to be able to provide immediate feedback and frequent dealing or buying occurs.
Penerapan Customer Relationship Management Dalam Sosial Media Untuk Mempertahankan Loyalitas Pelanggan Andaryani, Caecilia Vita; Alifahmi, Hifni
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.3171

Abstract

MAPCLUB as loyalty program for customer of Pt. Mitra Adiperkasa has its main aims to maintain customer loyalty and provide rewards in the form of shopping points which can be redeemed for the next transaction. The research objective is to understand how Customer Relationship Management (CRM) increases customer loyalty through social media Instagram, using the analysis of the IDIC model from Peppers and Rogers. By using a qualitative descriptive method, researchers understand how MAPCLUB's activities manage relationships with their six million members, based on four steps of the IDIC model (Identification, Differentiation, Interaction, and Customizations) through communication in Instagram, to maintain the customer loyalty. The research’ results found several parts to improve on how they can communicate with customers based on the needs and behavior of each member. After this study of IDIC models and loyalty customer characteristics, the conclusion reveals that the optimal implementation of communication for the CRM through IDIC model to produce a better loyalty program experiences whether customers will repeat purchase, give retentions, or give referrals to other buyers.
Studi Fenomenologi Tim Redaksi Harian Haluan dan Singgalang di Era Disrupsi Informasi Eriandi, Eriandi; Dewi, Rahmi Surya; Arif, Ernita
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.3057

Abstract

Print media is increasingly less attractive to the public. The presence of digital or online media has made news no longer dominated by print and electronic media. Online media and social media have won the hearts of the public in presenting news. The presence of new media as progress in information and communication technology creates disruptions in the information sector. This research describes and analyzes the experiences of the editorial team of Haluan Daily and Singgalang Daily in the midst of information disruption. This research uses the concept of Edmund Husserl's Phenomenological Theory, where the experience of communication between sub-organizations, between individuals and groups within the editorial office of local daily newspapers, Harian Haluan and Harian Singgalang in Padang, West Sumatra, amidst information disruption. Data were obtained from interviews with informants, books, articles, and other related literature. The purpose of this research was to find out the communication experiences of the editorial work team of Haluan Daily and Singgalang Daily in the midst of information disruption and the meaning of information disruption. The method used in this research is qualitative. The results of the study obtained communication experience in the form of assignments, work team communication, work results and work comfort.
Strategi Promosi Dinas Pariwisata Kabupaten Semarang untuk Meningkatkan Wisatawan Candi Gedong Songo Setiawan, Marcelus Bima; Vanel, Zon
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.2669

Abstract

Indonesia is a country that has great tourism potential. The emergence of the covid-19 pandemic has had a negative impact on the potential of Indonesian tourism. The pandemic has made the tourism sector in various regions slumped, one of which is in Semarang Regency, Central Java Province. Gedong Songo Temple is a leading tourist attraction in Semarang Regency experiencing a decrease in tourist visits due to the pandemic. So tourist visits have not increased significantly. Based on these problems, it is interesting to examine how the promotion strategy of the Semarang Regency Tourism Office increases tourist visits at Gedong Songo Temple.. This research uses the case study research method. This research is included in the type of qualitative descriptive research. The data collection techniques used are interviews, observations, and documentation. The results showed that the Semarang Regency Tourism Office carried out five promotional mix strategies, namely advertising, personal sales, sales promotion, public relations, and direct sales to increase tourist visits at Gedong Songo Temple. In general, the promotion strategy of the Semarang Regency Tourism Office is good enough to help increase tourist visits at Gedong Songo Temple.
Framing Kegagalan Pemerintah Pada Media Sosial Partai Keadilan Sejahtera Jelang Pemilu 2024 Febrianti, Diani; Saptawan, Eddi Kurnianto
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.3142

Abstract

The 2024 Indonesian election campaign time has not officially started, but the fight for public sympathy and votes has already begun long before it. Candidates and Parties, already busy performing, either positive publicity for themselves, or negative campaign for the opposing party. This research aims to observe framing strategies that already appear on social media, ahead of the 2024 elections. The topic chosen was the framing of government failure, with the social media studied is the Instagram account of the Keadilan Sejahtera Party (PKS), which can be considered the government's opposition party. The data that will be discussed is content in June to July 2023 which is considered relevant enough to show PKS's political communication ahead of the 2024 elections. This article uses a descriptive qualitative research methodology with Entman model framing analysis. The focus of the research is problem identification, causal interpretation, moral evaluation, treatment recommendation, which appear in the Instagram content. The research conclusion states that there is indeed a framing of state failure in the content studied. PKS carried out framing which essentially explained that the government did not side with its citizens, and the government betrayed the community's mandate. This framing was also accompanied by strengthening the PKS political brand; “PKS is always with the People”.
Personal Branding Puan Maharani Pada Akun Instagram @Puanmaharaniri Menuju Pemilihan Presiden 2024 Jamil, Husnul; Hamad, Ibnu; Sari, Yunita
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.2631

Abstract

This research aims to analyze how Puan Maharani's personal branding on the Instagram account @Puanmaharaniri approaches the 2024 presidential election. This research uses a qualitative approach using the qualitative content analysis method based on the constructivist paradigm. Data collection was carried out using observation and documentation techniques and using three stages in analyzing the data, namely: data collection/reduction, presentation, and verification/conclusion. The research results show that the strategy for creating Puan Maharani's personal branding on the @puanmaharaniri Instagram account ahead of the 2024 presidential election was built by creating interesting content through the Instagram account with the tools used in personal branding on the @puanmaharani Instagram account, namely first, text; second, short videos; and third, photos. The concept of creating personal branding built by Puan Maharani through her Instagram account includes eight personal branding concepts by Peter Montoya. Some of Puan Maharani's branding that dominates in the formation of personal branding on her Instagram account are concern for small communities (little people), gender equality, and leadership. The overall branding built by Puan has not been able to increase her electability due to inconsistency in one strong branding attached to Puan Maharani, so that she becomes a figure known for this branding.
Analisis Nine Steps of Strategic Public Relations Teater Pandora Melalui #MempermainkanRuang Wattimena, Grace Heidy Jane Amanda; Agustin, Dorothea
Jurnal Pustaka Komunikasi Vol 7, No 1 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v7i1.3507

Abstract

#MempermainkanRuang is a Pandora Theater campaign initiated by the Jakarta Theater Community. The aim of this action is to increase public awareness about the limitations of theater buildings in Jakarta. Apart from that, to change the stigma of theater, which was previously considered boring and stiff. #PlayingWithSpace does not only mean space as a physical facility, but also acceptance, accessibility and opportunity, especially for young people. The presence of public relations in the world of creative industries is starting to be taken into account, so the aim of this research is to show the communication strategy of the #MakingSpace campaign from a public relations perspective. Apart from that, to see the obstacles that occur in implementing the campaign communication strategy. This research uses a qualitative descriptive method using Smith's Nine Steps of Strategic Public Relations communication strategy theory. The research results show that currently Pandora Theater uses social media Instagram and word of mouth communication techniques as the main communication strategies in outreach. Factors inhibiting implementation are benchmarking, the number of operational teams (human resources), communication strategy activation which only occurs every time there is a certain program and there are no simultaneous written reports.
Komunikasi dan Partisipasi Perempuan Dalam Politik Elektoral Setiawati, Titin; Agustini, Vilya Dwi
Jurnal Pustaka Komunikasi Vol 7, No 1 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v7i1.3751

Abstract

This research aims to investigate the background of women's participation in general and specifically, women who participate in electoral politics as legislative candidates. Using phenomenological methods, the study states that the backgrounds of women who are involved in electoral politics include following in the footsteps of other people who have already entered the world of politics, wanting women to play more roles, and being encouraged by other people. The participation of women in politics still mostly comes from external sources, rather than being purely driven by a desire to change women's conditions due to patriarchal relations in society. Meanwhile, the most common obstacles experienced by women in politics are the double burden of having to play both domestic and public roles, social and cultural inequality, and being underestimated as women. Regarding the communication strategy used by female legislative candidates, they stated that they communicate more with female prospective voters, explain programs related to women, children, and teenagers, and discuss issues related to women to attract votes. They believe that gender similarity helps them communicate effectively and achieve their political goals.
Personal Branding Airlangga Hartarto Dalam Membangun Elektabilitas Sebagai Calon Presiden Hermanto, Bambang; Rasul, Najmuddin; Hadiati, Hadiati
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.3421

Abstract

This research is based on the candidacy of the general chairman of the Golkar Party, Airlangga Hartarto, in the upcoming 2024 election, which has not shown an increase in electability as a presidential or vice-presidential candidate despite carrying out various forms of personal branding through Instagram social media accounts. This study uses a qualitative research method with an analytic-descriptive approach to provide a description of an object of research. Furthermore, in interpreting each post's content on the Instagram social media platform, the @airlanggahartato_Official account, the author uses a qualitative content analysis (QCA) approach. Using two data collection techniques, namely observation and documentation, and three stages of data analysis, namely data collection/data reduction, presentation, and verification/conclusion.The results of this study indicate that the @airlanggahartarto_official account uses three strategies in a post, namely: 1) clarity, 2) specialization, and 3) Consistency. Meanwhile, in terms of forming personal branding to increase Airlangga Hartarto's electability, it can be seen in three variables, namely segmenting, targeting, and positioning. However, the personal branding that has been built has not been able to raise Airlangga Hartarto's overall popularity and electability to run as a Presidential Candidate.
Analisis Design Thinking Iklan KPU di YouTube Menjaring Pemilih Pemula Pemilu 2024 Binasri, Binasri; Witarti, Denik Iswardani
Jurnal Pustaka Komunikasi Vol 7, No 1 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v7i1.3788

Abstract

The government, through the official institution responsible for elections, the General Election Commission (KPU), seeks to ensure the success of elections to be participated by all eligible citizens. The KPU has conducted socialization, one of which is to attract beginner voters, who are young, inexperienced and have limited knowledge about politics, especially elections. Through public service advertisement videos on YouTube. This study aims to examine whether this advertisement effectively reach out to beginner voters by analyzing the themes and content of the messages. The approach used is descriptive-qualitative analysis using the design thinking concept by Tim Brown. The research findings on the rationale behind this advertisement. The concept of this advertisement version " Gunakan Hak Pilihmu di TPS," with a romantic setting, demonstrates the ad creator's cleverness in linking the election date, February 14, known worldwide as Valentine's Day. This serves as an entry point in developing the advertisement idea. Election messages are conveyed through the teenage couple’s conflicts, leading to a happy ending and urging them to exercise their voting rights in 2024 election. The conclusion from this research is the theme and message content of this advertisement are appropriate and capable to attracting and capturing beginner voters.

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