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Santa Margaretha Niken Restaty
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santa_margaretha@mercubuana.ac.id
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Fakultas Ilmu Komunikasi Universitas Mercu Buana, Gedung C Lt. 2, Jalan Meruya Selatan, Kembangan, Jakarta Barat 11650.
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Marcommers : Jurnal Marketing Communication and Advertising
Published by Universitas Mercu Buana
ISSN : 20865619     EISSN : 27145255     DOI : https://doi.org/10.22441/marcommers
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Marcommers is a peer -reviewed scientific journal that published two (2) times a year, in March and October. Editors receive research papers that closely related to the field of Marketing Communication (Advertising, Digital Marketing Communication and consumen behavior). Research themes focused on aplications in the fields of communicatioan. ADVERTISING : advertising effectiveness, advertising ethics, global advertising issues along with the economic, political, social and environmental aspects of advertising. DIGITAL MARKETING COMMUNICATION : digital marketing communication planning, digital marketing communication implementation. CONSUMEN BEHAVIOR : personal determinants of consumer behavior, the consumer decision process.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 39 Documents
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Strategy Marketing Narasi TV Sikumbang, Syafei
Marcommers : Jurnal Marketing Communication and Advertising Vol 11, No 1 (2022)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v11i1.15220

Abstract

This study aims to find out how Narasi.tv's marketing strategy is in producing messages that will be broadcast through social media youtube. Every stage that exists must be the result of the thoughts of professional officers who are members of a solid team. The stages of the production process that we want to study are the production of the Narasi.tv program which starts with Pre-Production, Production and Post-Production. The research method used is a case study with a qualitative approach, and the type of research is descriptive, the researchers used interviews. The results of the research that the researcher found that the production strategy started from planning with research by choosing interesting materials and the best crew. The trending material is to be made into a talk show program, while in production chooses the best resource persons, then in post-production the editor edits by making it interesting in the first minute and adding illustrations both audio and video to support the editing results.
Pengaruh Endorser Arief Muhammad Terhadap Minat Beli Konsumen Pada Produk Cakekinian Prismadini, Maylia Ajeng
Marcommers : Jurnal Marketing Communication and Advertising Vol 11, No 1 (2022)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v11i1.15467

Abstract

The strategy carried out by the company in increasing the sales value of products through advertising elements, one of which is determined by the Endorser. This study aims to determine the influence of endorser Arief Muhammad on consumers' buying interest in contemporary cake products. In the concept of celebrity endorser according to Terence A. Shimp, there are 5 dimensions known as TEARS. And the concept of buying interest used in this study is the AIDA model theory initiated by Kotler & Keller. The research method in this study uses a quantitative approach with a survey method. The data collection technique uses a non-probability sampling technique. The respondents are active followers of the instagram account @cakekinian.official. The results showed that the credibility of the endorser contributed 63.1% of its influence on buying interest which means a strong influence and the remaining 36.9% was influenced by other factors outside the factors studied. This study concluded that there is an influence of endorsers on consumers' buying interest.
Pengaruh Penggunaan Girlband Blackpink Sebagai Brand Ambassador Terhadap Minat Beli Konsumen Hanifah, Aisyah Fitria
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 1 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i1.15581

Abstract

This research is motivated by Shopee's inclusion in the e-commerce category which is the most recommended in the MarkPlus Inc survey and this study aims to find out the influence of Blackpink as a Brand Ambassador during the 12.12 Birthday Sale 2018 promotional event on consumers' buying interest. The results of this study used a quantitative approach using the survey method with non-probability sampling type data collection techniques. The results of this study showed a calculated t value of 7.075 greater than the table t of 1.66008. It states that in this study H1 was accepted, the statement that the Brand Ambassador had an effect on buying interest was strengthened by a correlation value of 0.576 which means that two variables have a significant relationship, with a determination coefficient value of 33% of the buying interest variable can be explained by the brand ambassador variable. In this study, it can be concluded that there is an influence of Blackpink as a Brand Ambassador during the Shopee 12.12 Birthday Sale 2018 promotion.
Pola Promosi Destinasi Wisata Nusantara Melalui Words Of Mouth Marketing Dalam Akun Instagram Spektakel.id Muda, Yogi Prima; Tanti, Dewi Sad
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 1 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i1.6750

Abstract

This research aims to know the pattern of promotion of tourist destinations the archipelago through word of mouth marketing in social media. The use of Social Media in tourism is that can not terelakan again, even large countries tourism has account Instagram for branding, it describes that the effect social media for tourism branding so powerful. This encourages the birth of account instagram @spektakel.id. Word of Mouth Marketing is very important to introduce a brand to be discussed positively by the market being a target. The methods used in this research is qualitative, descriptive methods. The study also uses interviews with resource Admin account Instagram @spektakel.id, Word of Mouth Marketing expert and one of the followers. Elements of Word of Mouth Marketing that is used in this research was the talker, topic, tools, take a part, track and timing. Based on the results of research and discussion, Based on the results of research and discussion, it can be known that word of mouth marketing strategies used by account Instagram @spektakel.id managed to get people interested to follow the account of these and become Instagram talks by people a lot more and make known the archipelago and tourist destinations and crowded. 
Pola Perilaku Konsumen Di Era Digital Melaui Media Sosial Instagram Terhadap Fashion Luxury Brand Ardha, Berliani
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 1 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i1.3042

Abstract

Tak luput dari tren, Indonesia pun memiliki ekosistem produk fesyen mewah yang solid. Preferensi konsumennya pun bergeser. Kalau dulu banyak orang Indonesia memburu barang bermerek preloved(bekas), kini mereka semakin mampu membeli yang baru. Permintaan akan barang baru dari merek prestisius (blue-chip brands) meroket dari tahun ke tahun, khususnya di tataran e-commerce. Tahun lalu, total transaksi barang branded naik 37% dibandingkan periode sebelumnya, sedangkan total pembelanjaannya melesat 50%. Tren konsumsi barang-barang bermerek dengan harga fantastis itu terungkap dalam laporan Asia Luxury Index 2016 yang dilansir Reebonz, situs belanja online terbesar di Asia khusus untuk segmen produk fesyen prestisiusPerilaku konsumen berkaitan dengan komunikasi pemasaran karena dengan menganalisis perilaku konsumen maka diketahui informasi mengenai bagaimana konsumen mengambil keputusan dalam melakukan pembelian suatu produk atau jasa. Informasi tersebut diperlukan dalam mencari factor-faktor penyebab seorang konsumen membeli atau tidak jadi membeli dengan memperhatikan adanya perbedaan harapan dan kebutuhan konsumen.Dengan definisi kamus sederhana, kata "mewah" sering mengacu pada sesuatu yang dianggap lebih bersifat indulgensi daripada sebuah kebutuhan, sesuatu yang diinginkan yang memberikan kesenangan dan kenyamanan namun sulit didapat dan seringkali mahal (TheFreeDictionary.com, n.d.). Untuk menguraikan definisi ini, ahli kemewahan Kapferer dan Bastien (2012) menyiratkan bahwa konsep kemewahan berkaitan dengan "pengalaman atau produk hedonistik yang dibuat dengan harapan" yang dihargai secara signifikan lebih tinggi daripada nilai fungsional yang akan disarankan, dan bahwa distribusi barang sengaja dibatasi untuk mempertahankan citra eksklusif. Oleh karena itu, memiliki produk mewah yang diinginkan oleh orang lain membuat konsumen merasa istimewa, dan bertindak sebagai alat pembedaan sosial dan komunikasi status.Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif, dengan pendekatan deksiptif yaitu penelitian yang memberikan gambaran kepada pembaca dan mengungkapkan suatu masalah, keadaan, peristiwa, dan bagaimana adanya mengungkapkan fakta secara detail. Sedangkan, menurut Bagdan & taylor (dalam Moleong, 2002), yang dimaksud penelitian kualitatif adalah prosedur penelitian yang menggunakan data deskriptif berupa katakata tertulis atau lisan dari orang-orang dan perilaku yang dapat diamati.
Aktivitas Humas PT. Jasa Marga Dalam Sosialisasi Kartu Pembayaran Elektronik Pada Gerbang Tol Otomatis (GTO) Meruya, Jakarta Barat Sakaril, Gufroni; Ashari, Martin
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 2 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i2.15144

Abstract

Kemacetan menjadi salah satu masalah terbesar di Indonesia saat ini, sebab kemacetan menimbulkan kerugian dan menjadi ketakutan terbesar bagi para pengguna jalan karena volume kendaraan yang terus bertambah setiap harinya. Pemerintah telah melakukan berbagai macam upaya untuk mengatasi kemacetan, salah satunya membangun infrastruktur jalan tol sebagai penunjang sarana transportasi, serta dengan berkembangnya teknologi, pemerintah menggunakan e-toll sebagai upaya kemudahan bertransaksi. Penelitian ini bertujuan untuk mengetahui aktivitas humas Jasa Marga dalam mensosialisasikan penggunaan kartu elektronik pada gerbang tol otomatis (GTO). Hasil penelitian menunjukkan bahwa humas Jasa Marga menciptakan program dan kegiatan sosialisasi e-toll melalui peran humas sebagai fasilitator komunikasi untuk membangun kesepahaman dan pengertian antara perusahaan dan masayarakat.
Persepsi Cantik di Kalangan Karyawan Milenial (Analisis AISAS atas Pengaruh Terpaan Iklan Kecantikan di Kalangan Karyawati Pabrik Cikarang Selatan Kabupaten Bekasi Jawa Barat) Yunani, Asni Sri; Hidayat, Mochamad Taufiq
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 2 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i2.9681

Abstract

The concept of beauty always changes from time to time. One of the main factor determine is the rapid development of the advertising media industry, which led to the perception of beauty in society. This study aims to describe advertisment element exposure of Wardah “Feel the beauty” version and perceptions of beauty among millennial employees and explain the effect of Wardah advertisement elements exposure that formed the perceptions of beauty among factory employees in South Cikarang, Bekasi, West Java.This research uses AISAS theoretical framework that shows Attata, Attention, Interest, and the desire to search (Search), to decide (Action) and finally encourage customers to share (Share). The concept develop by tow theories with indicators of Frekuensi, duration, visual and audio and perception theory involving sensation, attention, expectations, motivation and memory.This study use positvism paradigm with quantitative approach and causal explanatory research design. The data collected by survey conducted for millennial employees who working in the factory area in South Cikarang District Bekasi West Java. About 381 respondent involved as sample of this research that defined using cluster sampling in the industrial area, i.e.: BIIE Hyundai, Delta Silicon, EJIP, and Jababeka II.
Children Positive Behaviour and the role of Interpersonal Communication in Family Saragih, Nurhayani; Rossa, Ave; Theresia, Yohana
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 2 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i2.3080

Abstract

This research is motivated by a decline in the intensity of face to face communication that exists within a family. The purpose of this study is to know the role of parent openness, parent empathy, parent support, positive sense of parent, parent position similarity in the formation of positive behavior of children. This study approach by using qualitive study with descprive method whice become subject in this research are family whose having many children and family whose having single child. In this study there are DeVito theories of interpersonal communication factors in shaping positve behavior of openess, empathy, positive sense, and similarity and as for positive behavior measured from the attitude of discipline, work hard honest, faithfull, responsible, tolerent, efficient, and be cautious to God Almighty. Researchers use post-positivism paradigm, in depth interview data collection techniques and literature study. The result of research of the role of communication beteween parints in the formation of positive behavior there are several factor – factors of openess, empathy, supportive attitude, positive attitude, and equality. This study concluded that the behavior of children can be formed positive the must be balanced with parent role. Where interpersonal communication is the most effective communications in the formation of positive behavior of children because communication as a tool for parenting and tools for the role model and interpersonal communication is well established in the family resulted in the formation of positive behavior of children.
Komunikasi Antar Pribadi Orang Tua dan Anak Dalam Perilaku Belanja Online di e-Commerce Julian, Denis
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 2 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i2.15152

Abstract

Survei terbaru lembaga riset snapcart di januari 2018 mengungkapkan bahwa generasi milenial dan generasi Z usia (15-34 tahun) menjadi pembelanja terbanyak di bidang E-Commerce mencapai sekitar 80%. Perilaku konsumtif terhadap barang - barang bermerk tumbuh pada remaja bukan hanya di kota – kota besar, dengan adanya beberapa dampak negatif yang di timbulkan akibat perilaku konsuntif maka perlu adanya bimbingan antara orang tua dengan anak dalam rangka menanggulangi perilaku konsumtif. Salah satu bimbingan yang paling mendasar adalah dengan cara komunikasi antar pribadi orang tua dengan anak. Metode yang digunakan pada penelitian ini adalah deskriptif kualitatif dengan teknik pengumpulan data dengan cara wawancara kepada responden dan teknik pengumpulan data skunder dengan cara Observasi non partisipan. Hasil dari penelitian ini dapat di sederhanakan bahwa pola komunikasi yang digunakan para orang tua kepada anak dalam perilaku belanja online di e-commerce yaitu Pola komunikasi antarpribadi Bapak kepada anak menerapkan pola komunikasi permisif sedangkan Ibu menerapkan pola komunikasi demokrasi. Terdapat efektivitas komunikasi interpesonal orang tua dan anak dengan adanya sikap keterbukan, rasa empaty, dukungan dan rasa positif antara orang tua dan anak. Faktor yang mempengaruhi belanja online pada anak diperolah dari kebiasaan orang tua yang suka belanja online dan adanya pengaruh sosial dari lingkungan mereka. Dari hasil penelitian ini narsumber menggunakan e-commerce seperti shopee, tokopedia dan lazada dalam melakukan belanja online.
Strategi Branding Young On Top Melalui Pemberdayaan Komunitas (Studi Kasus pada Event PT YOT Inspirasi Nusantara Jakarta Tahun 2019) Ramadhan, Reizaldy Muhamad
Marcommers : Jurnal Marketing Communication and Advertising Vol 12, No 2 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/marcommers.v12i2.15166

Abstract

Teknik digital marketing saat ini terlihat memasuki era. Namun bagi sebagian orang Kondisi lingkungan bisnis saat ini bisa dikatakan kompetitif. Perusahaan berlomba-lomba untuk terus meningkatkan pelayanan dan hubungan baik dengan konsumen, salah satunya melalui masyarakat. Salah satu sektor jasa yang masih menggunakan pemberdayaan masyarakat sebagai Strategi Branding adalah Young On Top. Penelitian ini bertujuan untuk mengetahui strategi branding yang dilakukan oleh Young On Top. Penelitian ini juga menjelaskan tentang strategi branding yang digunakan oleh Young On Top baik melalui media online maupun offline untuk berkontribusi dalam pelaksanaan pemberdayaan masyarakat untuk mencapai kegiatan strategi branding Young On Top. Konsep penelitian ini mengacu pada tahapan kegiatan strategi branding Rimsky K. Judisuseno, yaitu: identitas merek (logo atau tagline), komunikasi pemasaran dan kegiatan layanan pelanggan. Dan tinjauan pustaka yang digunakan dalam penelitian ini adalah komunikasi pemasaran, komunikasi pemasaran terpadu, strategi branding, brand community, dan community empowerment. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif dan metode studi kasus. Teknik pengumpulan data dilakukan melalui observasi dan wawancara mendalam dengan informan. Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber dengan cara observasi partisipan atau peneliti terlibat langsung pada saat observasi yaitu dengan menggunakan 4 (empat) informan yang berbeda untuk memperoleh keabsahan data. Hasil penelitian ini menjelaskan strategi branding yang digunakan oleh Young On Top melalui pemberdayaan komunitas melalui media online (aset digital dan media sosial) dan offline (event).

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