JURNAL KOMUNIKASI DAN BISNIS
Jurnal Komunikasi dan Bisnis, ISSN 2355-5181 (printed), ISSN 2723-2956 (online) published by Department of Communication Sciences, Institut Bisnis dan Informatika Kwik Kian Gie, Indonesia. The first edition published in 2013. In its first edition, this journal published in print. By the provision of the Ministry of Research, Technology, and Higher Education of the Republic of Indonesia (MoRTHE)- Kemenristek Dikti, it required that every journal that is published by higher education institutions must be published in the online form. Therefore, In the eighth edition, and afterward, this journal published in a fully online form utilizing the Open Journal System (OJS). Jurnal Komunikasi dan Bisnis is incorporate with Indonesian Communication Sciences Publisher Journal Association (Asosiasi Penerbit Jurnal Ilmu Komunikasi Indonesia (APJIKI)). Jurnal Komunikasi dan Bisnis published twice a year in May and November. The Journal of Communication and Business focuses on research related to communication science and applied communication. In connection with the Communication Studies program at the Kwik Kian Gie Institute of Business and Informatics, there are two concentrations, namely broadcasting and marketing communications. In each edition, Jurnal Komunikasi dan Bisnis has received an article openly. The article will be reviewed by internal and external editors, at least one reviewer who has related expertise with double-blind peer review.
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<![CDATA[Chef Lenny Widjaja’s Introducing Baking Learning Content with Instagram Social Media ]]>
<![CDATA[Hartman, Gabrille]]>;
<![CDATA[Meisyaroh, Siti]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1118
<![CDATA[A chef's shift to social media often comes in response to changing consumer behavior trends. One individual who has been successful in utilizing social media to introduce cooking learning content is Chef Lenny Widjaja. Therefore, the aim of this research is to analyze what creative strategies are applied in introducing baking learning content via social media Instagram (@cheflennywidjajaofficial). This research is based on the concept of creative strategy, namely creative brief. The subject of this research is Chef Lenny Widjaja's baking learning content with the research design used a qualitative descriptive approach. Data collection techniques use semi-structured interviews and documentation. The research results obtained are all information related to the creative brief that was prepared to create baking learning content. The creative brief also explains all the elements included in the creative brief such as the purpose of creating baking learning content, the target audience for the baking learning content, the message and tone included in the caption of the content that has been uploaded, research results on the latest food trends, setting boundaries such as time constraints, measuring success or metrics. Based on this research, it can be concluded that Chef Lenny Widjaja's creative strategy in introducing baking learning content through the social media Instagram is in accordance with the concept of creative strategy, namely the use of all creative brief elements in all content creation so that the content presented remains interesting, the number of viewers is stable and many course participants. creation so that the content presented remains interesting, the number of viewers is stable and many course participants.]]>
<![CDATA[Sipping Sustainability: Exploring the Green Marketing Mix Driving the Purchase of Oat M*lk Oatside ]]>
<![CDATA[Aryani, Miranti Siti Nur Tri]]>;
<![CDATA[Samaria, Sarah]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1137
<![CDATA[The issue of climate change due to global warming has occurred partly due to the significant increase in carbon emissions over the last few decades. This has created a market demand for products that have minimal adverse effects on the environment, also known as eco-friendly products. One of the popular eco-friendly products is oat milk. Despite the environmental issues highlighted and the product quality offered, the popularity of Oat M*lk Oatside remains low, and its higher price compared to cow's milk may influence purchasing decisions. This study aims to determine whether green product, green price, green place, and green promotion have an impact on the purchasing decisions of Oat M*lk Oatside. This study uses a quantitative approach, targeting the Instagram followers of @oatside, totaling 52,807, and a sample size of 100 people was obtained using purposive sampling, with criteria being Oat M*lk Oatside consumers residing in Jakarta. Data processing results show that Green Product and Green Promotion do not influence Purchasing Decisions, whereas Green Price and Green Place positively influence Purchasing Decisions. Green Price has a weak influence of 34.4%, and Green Place has a weak influence of 21.6% on Oat M*lk Oatside purchasing decisions.]]>
<![CDATA[Optimization of PT Zhisheng Pacific Trading’s Digital Marketing Communication Strategy through Instagram Platform ]]>
<![CDATA[Lesmono, Marselinus Michael Dendy]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1209
<![CDATA[This research aims to explore the optimization of digital marketing communication strategies at PT Zhisheng Pacific Trading (MIXUE INDONESIA) through the Instagram platform in facing the era of the 4.0 and 5.0 industrial revolutions. The background of this study is based on the need for SMEs to adapt to changing consumer behaviors that increasingly rely on social media as a means of information and transactions. The research method employed is a descriptive qualitative approach, involving interviews with managers and employees of Mixue to gain an in-depth understanding of their digital marketing practices. The results indicate that effective use of Instagram significantly enhances brand visibility, consumer engagement, and product sales. Creative and interactive content, along with features such as Instagram Stories and paid advertisements, have proven capable of attracting the target audience's attention. The conclusion emphasizes that an integrated marketing communication strategy focused on sustained interaction with consumers through social media is crucial for business success in the digital era. This research provides guidance for SMEs to leverage social media's potential to enhance their competitiveness.]]>
<![CDATA[Framing Analysis of Mirna’s Father in the Documentary Film “Ice Cold: Murder, Coffee, and Jessica Wongso” ]]>
<![CDATA[Persada, Muhammad Rizqi]]>;
<![CDATA[Fajrini, Nurkhalila]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1210
<![CDATA[Documentary films serve as powerful media for conveying messages and stories to audiences. Netflix released a documentary titled "Ice Cold: Murder, Coffee, and Jessica Wongso", which gained widespread attention by highlighting the cyanide coffee murder case involving Jessica Wongso and Mirna Salihin—an incident that became national news. This study focuses on analyzing the framing of Edi Darmawan, the father of the late Mirna, portrayed as an arrogant and ambitious figure in the film. The research employs a qualitative approach, using the framing analysis model developed by Zhongdang Pan and Gerald M. Kosicki. The findings reveal that Edi is framed as a person with strong ambitions and arrogance in his pursuit of justice for his daughter, resulting in negative public perceptions. This study provides insights into how visual media, especially documentary films, shape public perceptions regarding complex legal and social issues. Furthermore, the results highlight the role of visual narratives in influencing audience attitudes and encourage critical reflection on the way stories are framed within visual media.]]>
<![CDATA[The Impact of Digital Marketing and Product Quality on Purchase Decisions Mediated by Brand Awareness on Vaccine Products at PT "K" Farma Group ]]>
<![CDATA[Hotmaria, Hotmaria]]>;
<![CDATA[Rakhman, Abdullah]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1212
<![CDATA[This research aims to determine the impact of digital marketing and product quality on purchasing decisions of vaccine products in the PT “K” Farma Group, with brand awareness serving as a mediating factor. Especially after we have gone through the era of the Covid-19 pandemic where now we are increasingly aware of the importance of vaccines for the people. Primary data was collected using questionnaire and total sample were 82. This study used a descriptive quantitative research design. The data analysis technique uses SEM-PLS (structural equation modeling-partial least squares). This research employs data analysis technique by structural equation modeling-partial least square. Results indicated that Product and brand awareness had a significant direct positive effect on purchasing decisions, while digital marketing had a direct positive but not significant effect on purchasing decisions. Mediating Effect of Brand Awareness on Digital Marketing, Product Quality and Relationship with Purchase Decision. The study results suggest that brand awareness and perceived product quality of vaccine products to enhance purchase decisions can be proven in company "K" Pharma. Digital marketing is important but without brand awareness, the results will not be significant.]]>
<![CDATA[Implementation of Digital Marketing Communication for Secondate Cosmetic Brand ]]>
<![CDATA[Himawan, Sienny]]>;
<![CDATA[Sutikno, Devica]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1217
<![CDATA[Secondate is a local cosmetics brand from Jakarta, Indonesia, established in 2020. The owners of Secondate are a popular beauty influencer, Titan Tyra, and Gitta Amelia, a young entrepreneur and talented investor. Secondate is a beauty brand that not only sells products but also shares stories about women's insecurities and various issues, based on real-life experiences. Secondate places great importance on digital marketing communication at every step, especially on Instagram. Secondate has various digital platforms and offline stores to sell their products. Their campaigns have successfully increased consumer attention, brand awareness, and brand engagement. This research, using qualitative methods with an observational and documentation approach, aims to provide valuable insights for other companies looking to adopt similar strategies in their digital marketing. By understanding how Secondate integrates customer stories, other companies can learn how to enhance customer relationships and strengthen brand engagement through a more personal and authentic approach. The results of this study show that Secondate has successfully used effective digital marketing communication strategies through many platforms. Secondate aims to create a memorable brand through their products and campaigns, emphasizing the importance of marketing communication in the digital era.]]>
<![CDATA[Representation of Javanese Women Symbolic Violence in Serial Movie Gadis Kretek ]]>
<![CDATA[Andari, Trias Widha]]>;
<![CDATA[Utami, Athika Dwi Wiji]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1226
<![CDATA[The practice of symbolic violence is common in the social dynamics of society. Symbolic violence, according Pierre Bourdieu, has different meaning from actual violence. Symbolic violence is caused by the subordination of an individual to an individual or other group that dominates. The analysis of symbolic violence is not in spite of the concept of habitus, arena, and the capital that was presented by Bourdieu. The study is discussed about symbolic violence to women who were represented by Serial Movie Gadis Kretek. This research uses a qualitative approach with a method of discourses analysis. Serial Movie Gadis Kretek main character, Dasiyah, is a representation of symbolic violence carried out in the social order of society. The result of this research is symbolic violence, in Serial Movie Gadis Kretek, starting from the smallest organization unit in the social structure, main family. Symbolic violence is prone in traditional patriarchal culture, believed by peoples, by means of the dominant role of men toward women.]]>
<![CDATA[3P Strategy in Verrel Bramasta's Political Marketing in the 2024 Legislative Election: Instagram Social Media Content Analysis ]]>
<![CDATA[Muhammad Alif Ariga]]>;
<![CDATA[Asri Nur Mahdia Devi]]>;
<![CDATA[Bintan Auliya Qurrota A’yun]]>;
<![CDATA[Syarifah Nur Aini]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1229
<![CDATA[This research is based on the phenomenon that occurred in the 2024 general election, where political marketing has become a common instrument used by candidates or political parties. This is done to approach the public to gain support that allows them to win political office. This research aims to analyze the 3P (Push, Pull, Pass) strategy used by Verrel Bramasta in his political campaign in the 2024 legislative elections, focusing on the Instagram social media platform. In the context of political marketing, social media has become an important tool to gain public support and build a candidate's image. This research adopts a qualitative approach with the data collection technique of documentation from Verrel Bramasta's Instagram posts during a certain campaign period. The content analysis method is used to decipher the meaning of his political campaign content by paying attention to the use of the 3P strategy and its impact on public perception and voter participation. The results of this study show that the use of social media can strengthen the image and gain support from voters, which increases the chances of winning.]]>
<![CDATA[Digital Activism Communications and Gender Equality Efforts: The #WeRaceAsOne Movement in Media Social by F1 Fans ]]>
<![CDATA[Mumtaz, Faisa Amanta Binar]]>;
<![CDATA[Pradita, Bramaningtyas Putri Dian]]>;
<![CDATA[A'yun, Bintan Auliya Qurrota]]>;
<![CDATA[Akalili, Awanis]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1230
<![CDATA[The Formula 1 or F1 community is characterized by cases of gender discrimination and sexual harassment, such as the assumption that women do not deserve to like F1 and the Christian Horner harassment case that was not followed up. The purpose of this study is to analyze the form of digital activism used by F1 fans in addressing issues within the F1 community. The research method used is with a qualitative approach and focuses on content analysis. Content analysis of social media posts shows two main purposes for using the hashtag: (1) supporting victims of sexual harassment and (2) rejecting double standards against women in the F1 community. This research concludes that the #WeRaceAsOne hashtag initiated by F1, can be used by fans as a digital activism movement to solve the problems experienced by women in F1.With digital activism movements such as the use of the #WeRaceAsOne hashtag, it is expected to raise awareness, audience solidarity, support victims, ask F1 to be more assertive, and defend female fans who experience discrimination.]]>
<![CDATA[Communication Approches in Enhancing The Effectiveness of Community Fund Collection in The RW 006, Kelurahan Cipinang Cempedak, East Jakarta ]]>
<![CDATA[Dema, Yosef]]>;
<![CDATA[Mutiarawati, Elisabeth Vita]]>;
<![CDATA[Billy, Yohanes L.]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie ]]>
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DOI: 10.46806/jkb.v12i2.1248
<![CDATA[This study investigates the effectiveness of communication strategies in enhancing community fund collection in RW 006, Kelurahan Cipinang Cempedak, East Jakarta, through the lens of Social Capital Theory and Communication Theory. By addressing socio-economic disparities and digital literacy issues, the research aims to provide actionable insights for local authorities. A mixed-method approach, combining qualitative interviews with Neighborhood Association leaders and residents, as well as observations of community meetings, was employed. The analysis reveals that a hybrid communication strategy, integrating traditional meetings and digital platforms like WhatsApp, significantly enhances community engagement and fund collection. However, digital literacy and socio-economic disparities present significant barriers. Transparent reporting and regular updates are essential for building trust and encouraging participation. The findings underscore the importance of inclusive communication strategies that address both digital literacy and socio-economic challenges, thereby fostering community participation and optimizing fund collection efforts in urban neighborhoods.]]>
