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Scriptura: Jurnal Ilmiah Komunikasi
Published by Universitas Kristen Petra Surabaya
ISSN : 1978385X     EISSN : 26554968     DOI : https://doi.org/10.9744/scriptura
Core Subject : Education,
Languange, Linguistic, Communication & Media
Jurnal Ilmiah Scriptura is published biannually, in January and July, by Petra Christian University. Jurnal Ilmiah Scriptura aims to promote a comprehensive approach to communication incorporating viewpoints of different disciplines, strengthen academic exchange with other institutions, and encourage scientist, practicing engineers, and others to conduct research and other similar activities. Jurnal Ilmiah Scriptura welcomes papers with the above aims and scopes. The editorial board decides papers to be published in Scriptura after review by reviewers appointed by the board. Authors will be advised of reviewers comments and suggestions.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 112 Documents
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Adaptive and Innovative Behavior of Public Relations Officers During the COVID-19 Crisis: Formulating the 5C Model Vardiansyah, Dani; Delliana, Santi; Evelina, Lidya Wati; Febriani, Erna
Scriptura Vol. 15 No. 2 (2025): DECEMBER 2025 (In Press)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.2.%p

Abstract

The Covid-19 pandemic disrupted the operational stability of businesses across sectors, forcing Public Relations Officers (PROs) to adapt and innovate rapidly to sustain organizational resilience. This study investigates PRO behavior within organizations ranging from micro, small, and medium enterprises (MSMEs) to national-level institutions, focusing on how communication practitioners navigated crisis-induced uncertainty. Informants were purposively selected PROs who directly managed organizational communication during the pandemic, and data were gathered through in-depth interviews conducted between 2021 and 2022. The urgency of this study lies in the limited empirical documentation of PRO behavioral patterns across organizational scales during COVID-19, despite the pandemic serving as a stress test for crisis communication capacity. Using a postpositivist paradigm and qualitative case study approach, this research employed the Kübler-Ross Change Curve as an analytical indicator to map adaptive and innovative responses. Findings reveal seven behavioral phases: shock, denial, frustration, depression, experiment, innovation decision, and integration; supported by five strategic endeavors: alignment building, communication enhancement, motivation ignition, capability development, and knowledge sharing. The study offers conceptual novelty through the proposed 5C Formula for Adaptation and Innovation, in which changing the paradigm and creating new habits represent adaptive stages. At the same time, creative approaches, channel optimization, and collaborative agreements constitute the innovation stages. This formula contributes an integrative framework for understanding PRO crisis behavior and offers practical guidance for future organizational communication strategies in prolonged disruptive conditions.
Strategi Brand Activation Philips Lighting: Menciptakan Pengalaman Berkesan di Pesta Warga Pandowo, Devi Cristina; Yusuf, Vanessa; Malkisedek, Mendy Hosana
Scriptura Vol. 15 No. 2 (2025): DECEMBER 2025 (In Press)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.2.%p

Abstract

Lampu telah mengalami evolusi fundamental, beralih dari teknologi pijar konvensional ke teknologi LED yang inovatif dan efisien energi. Lonjakan kebutuhan akan pencahayaan modern seiring dengan meningkatnya konsumsi listrik memunculkan urgensi bagi produsen seperti Philips Lighting untuk tidak hanya berinovasi, tetapi juga aktif mengkomunikasikan keunggulan produk hemat energi mereka. Penelitian ini bertujuan untuk menganalisis strategi aktivasi merek yang dilakukan oleh Philips Lighting melalui acara komunitas Pesta Warga dan dampaknya terhadap peningkatan kesadaran merek. Metode yang digunakan adalah analisis kualitatif deskriptif, mengandalkan data dari observasi partisipatif, wawancara mendalam, dan studi dokumentasi. Kerangka teoritis utama yang diterapkan dalam penelitian ini adalah komunikasi pemasaran terpadu dan elemen-elemennya yang disinergikan dengan Event Marketing. Hasil penelitian menunjukkan bahwa Philips Lighting berhasil menerapkan strategi aktivasi merek yang komprehensif, ditandai dengan koordinasi sinergis dari elemen-elemen IMC. Implementasi aktivasi ini berfokus pada penciptaan pengalaman interaktif dan edukatif (Direct Marketing Activation) melalui booth yang mensimulasikan penggunaan produk di rumah, serta didukung oleh promosi penjualan dan pemanfaatan Key Opinion Leader (KOL) di media sosial (Public Relations dan Digital Marketing). Penelitian ini menunjukkan bahwa strategi event marketing Philips yang terintegrasi penuh dalam IMC mampu menciptakan brand experience yang berkesan bagi target audience, sehingga pada akhirnya secara signifikan meningkatkan brand awareness dan diferensiasi Philips di segmen pasar keluarga muda.

Page 12 of 12 | Total Record : 112

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