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eProceedings of Management
Published by Universitas Telkom
ISSN : 23559357     EISSN : -     DOI : https://doi.org/10.34818/eoe
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
merupakan media publikasi karya ilmiah lulusan Universitas Telkom yang berisi tentang kajian management. Karya Tulis ilmiah yang diunggah akan melalui prosedur pemeriksaan (reviewer) dan approval pembimbing terkait.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1,862 Documents
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Analisis Kegiatan Komunikasi Pemasaran Cafe Sekala Rooftop Dalam Meningkatkan Minat Pembeli Di Masa Pandemi Covid-19 Rhesabahi, Sany; Putri, Yuliani Rachma
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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The pandemic period that has occurred in Indonesia has had a negative impact on all sectors, especially the industrial and trade sectors, ranging from large scale to small business scale. Various restrictions on activities were implemented, so trading business activities were pushed into a situation where sales and marketing activities underwent changes. Many business activities have also switched to online platforms. Café Sekala's management implements appropriate and relevant marketing communication activities in order to maintain the loyalty of its customers through Instagram social media, so that Café Sekala is able to survive during the pandemic when many other cafes decided to close temporarily or permanently. The purpose of this research is to find out how the marketing activities carried out by Café Sekala Rooftop have increased buyer interest and been able to maintain the Café during a pandemic. The theory used is the theory of marketing communications with the marketing communications mix put forward by Kotler and Armstrong. This study used qualitative research methods and data collection was carried out through interviews with informants and direct observation in the field. The results of the study show that Café Sekala Rooftop uses marketing communication theory with a marketing communications mix in marketing its products and place of business.Keywords-Marketing Communication, Marketing Communication Mix
Analisis Kegiatan Komunikasi Pemasaran IndiHome Oleh PT. Telkom Indonesia Regional III Untuk Menjadi Brand Top Of Mind Wibisono, Novel Gumilang; Dianita, Indria Angga; Arifputri, Aiza Nabila
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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This research aims to find out IndiHome marketing communication by PT.Telkom Indonesia (Regional III) held to realize becoming a Top of Mind Brand, by applying an integrated marketing communication theory from William G.Nickels (2007) which consists of Advertising, Sales Promotion, Public Relations and Publicity, Personal Selling and also Direct Marketing, the second based on Durianto's theory Through a qualitative approach and descriptive research types, the stages carried out in this research are advertising, sales promotion & event, personal selling, Direct marketing and top of mind. The results of this research are: 1) Advertising, which is an advertising activity carried out by PT.Telkom Indonesia (Regional III) using online and offline media. 2) Sales Promotion & Event, which is an integrated sales promotion marketing communication activity carried out by PT.Telkom Indonesia (Regional III). 3) Personal Selling, sales made by salesforce that are done offline. 4) Direct Marketing, marketing that is done by contacting potential consumers directly. 5) Top of Mind, which is PT.Telkom Indonesia's (Regional III) way to maintain that IndiHome is always at the top of people's minds. Researchers found top new findings from interviews with informants either key first or supporters. According to him, at the research stage, it must make adjustments to management provisions in order to carry out events in a company in a structured and organized manner so that IndiHome can become a Top of Mind brand.Keywords-Marketing Communication, PT. Telkom Indonesia (Regional III), Top of Mind
Analisis Komunikasi Pemasaran Pada Campaign Proyek Lestari Brodo Wedantha, Ida Bagus Aditya Giri; Nugrahani, Rah Utami
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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The Indonesian fashion industry has now begun to develop with the presence of various local fashion brands with diverse models, such as clothes and shoes. As the fashion industry developed in Indonesia, people began to look at local brands, and one of the most famous local shoe brands in Indonesia was Brodo. With the concept of eco-friendly breakthrough, which is utilizing leftover materials into new products, Brodo initiated a project called Project Lestari with the goal of being an initiative for the environment. The purpose of this study is to find out the effective marketing communication strategy Brodo undertook during the Lestari Project campaign. This study uses qualitative research methods. With data collection through interviews, observation, and documentation. Data abstraction techniques use source triangulation techniques. This study used the effective marketing communication theory proposed by Machfoedz. Research results show that Brodo's messaging strategy already has communication goals and uses creative forms of rational and emotional messaging. In his media strategy, Brodo uses direct and indirect communication channels such as Instagram, websites, and YouTube. Brodo did not know the consumer gap that arose from Project Lestari X Dian Sastrowardoyo.Keyword-local brand, effective marketing communication, message strategy, media strategy
Komunikasi Organisasi Pada Pemerintahan Desa Karang Raharja Kecamatan Cikarang Utara Kabupaten Bekasi dalam Menunjang Pelayanan Administrasi Kepada Masyarakat Azzahra, Nadia Fatimah; Putri, Yuliani Rachma
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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Abstract

In implementing the organizational communication flow, coordination is needed which is built between employees, this also has an impact on the quality of services provided in the government sector. This creates an opportunity as well as an opportunity to improve the flow of organizational communication and provide services to the public. The Karang Raharja Village Government has implemented organizational communication channels both vertically upwards and downwards, horizontally and diagonally, then by implementing these communication channels it can support administrative services to the community. The research method used is a qualitative method with a constructivism paradigm and data collection using interview and observation techniques. The results of this study indicate that organizational communication channels have been effectively implemented, but several factors are still the cause of the ineffectiveness of providing services to the community, one of which is the delay in service delivery.Keywords-Organizational CommunicationCommunication flow, Service Effectiveness, Karang Raharja Village
Analisis Perkembangan Hubungan Antara Orang Tua Dan Anak Dalam Game The Last Of Us (Analisis Semiotika Charles Sanders Peirce) Rasyid, Muhammad Ahlam; Adim, Adrio Kusmareza
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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Dalam game yang berjudul The Last of Us, terdapat penggambaran perkembangan hubungan antara dua karakter utama dalam game tersebut yang bernama Joel dan Ellie yang sepanjang hubungan memiliki hubungan yang hanya sekedar bisnis menjadi hubungan seperti orang tua dan anak. Tujuan dari penelitian ini adalah untuk menganalisis proses perkembangan hubungan antara Joel dan Ellie. Dalam penelitian ini, peneliti menggunakan metode kualitatif dengan pendekatan melalui semiotika Charles Sanders Peirce. Peneliti menggunakan trikotomi tanda Charles Sanders Peirce, yang seperti representamen (qualisign, sinsign, legisign), objek (ikon, indeks, simbol), dan interpretan (rheme, decisign, argument). Dalam game The Last of Us memunculkan beberapa scene yang menjelaskan perkembangan hubungan antara Joel dan Ellie yang dengan pola asuh demokratis yang membuat hubungan tersebut seperti hubungan orang tua dan anak yang saling membutuhkan satu sama lain. Kesimpulan dari peneltian ini adalah terdapatnya tanda dan makna mengenai perkembangan hubungan antara Joel dan Ellie yang seperti orang tua dan anak dalam game The Last of Us di beberapa video scene yang memperlihatkan perkembangan hubungan antara Joel dan Ellie. Faktor yang menyebabkan hal tersebut karena kondisi dan keadaan selama perjalanan Joel dan Ellie membutuhkan satu sama lain, maka memunculkan hubungan yang lebih intim untuk keduanya.Kata Kunci-Perkembangan hubungan, Orang tua dan anak, Semiotika Charles Sanders Peirce, Media game
Analisis Semiotika John Fiske Pada Representasi Pola Komunikasi Interpersonal Dalam Film Fauzan, Muhammad Rizki; Nuraeni, Reni
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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AbstrakPenelitian ini membahas tentang bagaimana pola komunikasi interpersonal yang dilakukan Ted dalam melatih klub sepak bola AFC Richmond. Penelitian ini bertujuan untuk melihat level relitas, level representasi, dan level ideologi yang terdapat dalam film <Ted Lasso=. Peneliti menggunakan metode penelitian kualitatif untuk mendeskripsikan level realitas, level representasi, dan level ideologi yang terdapat dalam film <Ted Lasso=.Penelitian ini menggunakan teori semiotika John Fiske. Subjek pada penelitian ini adalah berupa potongan enamadegan yang terdapat dalam film <Ted Lasso=. Hasil penelitian ini menunjukan level rea litas pola komunikasiinterpersonal yang dimiliki Ted digambarkan dengan sikap, ekspresi wajah, gerak tubuh, dan karakteristik Ted sebagai pelatih sepak bola. Lalu level representasi digambarkan mela lui pengambilan gambar dan suara untukmendukung aspek audio-visual pada penceritaan. Sedangkan level ideologi dalam film <Ted Lasso= menggunakanideologi demokrasi guna untuk memberikan perhatian kepada para pemainnya pentingnya sebuah demokrasihidup dalam sebuah organisasi, klub, keluarga, dan komunitas.Kata Kunci-Semiotika John Fiske, Komunikasi Interpersonal, Film
Analisis Strategi Marketing Public Relations Pada Campaign Teratu Beauty Cycle Dalam Memperkuat Image Teratu Beauty Peduli Lingkungan Fadhilah, Fanny; Christin, Maylanny
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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Meningkatnya isu tentang lingkungan membuat beberapa brand mengubah beberapa konsepnya menjadi green marketing salah satunya Teratu Beauty. Teratu Beauty menciptakan campaign Teratu Beauty Cycle berdasarkan pada kepedulian terhadap lingkungan serta memperkuat brand image Teratu Beauty. Strategi marketing public relations dinilai efektif untuk menarik perhatian publik sehingga dapat mencapai tujuannya. Tujuan penelitian ini yaitu untuk mengetahui strategi marketing public relations apa saja yang dilakukan Teratu Beauty untuk menyebarkan campaign Teratu Beauty Cycle. Metode yang digunakan pada penelitian ini yaitu metode kualitatif melalui wawancara, observasi, dan dokumentasi. Aspek yang dilakukan dalam campaign Teratu Beauty Cycle yaitu aspek publikasi, acara, identitas media, dan tanggung jawab sosial. Sementara aspek berita, komunitas, lobi dan negosiasi saat ini belum termasuk ke dalam strategi marketing public relations Teratu Beauty. Saran yang dapat diberikan untuk campaign Teratu Beauty Cycle yaitu dapat menyebarkan informasi mengenai campaign Teratu Beauty Cycle dibeberapa platform sosial media lainnya dan bekerja sama dengan komunitas lingkungan.Kata Kunci-Marketing Public Relations, Green Marketing, Teratu Beauty, Teori PENCILS
Content Marketing Pada Instagram Happy Go Lucky House Dalam Membangun Brand Engagement Hasanah, Nurul; Pamungkas, Indra Novianto Adibayu; Abdullah A, Nisa Nurmauliddiana
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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Digital marketing strategies are increasingly being applied by business people, this is in line with the rapid development of technology. Among them are content marketing implementation strategies that can be utilized to plan and distribute digital content on social media. One of the businesses that apply digital marketing with the application of content marketing is Happy Go Lucky House. Happy Go Lucky House is a pioneer of multibrand fashion concept stores in Indonesia, which has been established since 2008. This research aims to find out what Happy Go Lucky House does in an effort to build brand engagement on Instagram social media and how the utilization of content marketing is applied. The research method used is qualitative with an interpretive paradigm that can help researchers in making detailed descriptions that are factual and accurate. In an effort to obtain data, researchers used interviews, observation and documentation. The results showed that Happy Go Lucky House has utilized digital marketing with the application of content marketing on Instagram. However, there are some shortcomings where Happy Go Lucky House does not apply every dimension of content marketing according to Karr. This makes the brand engagement position of Happy Go Lucky House which can be said to be low.Keywords-Digital Marketing, Content Marketing, Brand Engagement, Instagram
Efektivitas Akun Instagram @lokerbdg.id Terhadap Kebutuhan Informasi Lowongan Kerja Fresh Graduate Telkom University Fakultas Komunikasi dan Business Angkatan 2018 & 2019 Ramadhan, Muhammad Fahri Fadillah; Adim, Adrio Kusmareza
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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Instagram yang awalnya hanya digunakan untuk membagikan foto, pada saat ini Instagram dapat digunakan sebagai media untuk memberika suau informasi atau berita. Dengan adanya Instagram, masyarakat tidak perlu membuka portal berita melalui website karena semua berita yang ingin dicari bisa didapatkan melalui media sosial Instagram. Akun yang menggunakan Instagram menjadikan media informasi yaitu akun Instagram @lokerbdg.id, memberikan informasi – informasi seputar lowongan pekerjaan.Dalam penelitian ini mengambil populasinya adalah Fresh Graduate Telkom University Fakultas Komunikasi dan Bisnis yang memfollow akun Instagram @lokerbdg.id. Sampel yang diambil yaitu sebanyak 100 orang dengan menggunakan teknik non probability sampling. Tujuan dari penelitian ini yaitu untuk mengetahui seberapa efektif akun Instagram @lokerbdg.id terhadap pemenuhan kebutuhan informasi lowongan kerja Fresh Graduate. Jenis penelitian ini yaitu penelitian kuantitatif desktiptif yaitu penelitian yang menentukan beberapa hipotesis yang akan diuji. Metode yang digunakan yaitu dengan menyebarkan link kuesioner kepada Fresh Graduate Fakultas Komunikasi dan Bisnis Telkom University Angkatan 2018 dan 2019, melalui link Google Form. Penelitian ini menyimpulkan adanya pengaruh efektivitas dari sub variabel pemahaman yaitu sebesar 90,12% yang mana artinya penerimaan pesan dengan hati – hati tentang isi stimulus sesuai dengan maksud dari pengirim pesan.Kata Kunci-Media Baru, Instagram, Efektivitas, Kebutuhan Informasi
Fenomena Literasi Informasi Hoax Pada Penyandang Disabilitas Tunarungu Smalb Santi Rama Jakarta Koncara, Mochammad Nurfadill; Anggraini, Clara Novita
eProceedings of Management Vol. 10 No. 6 (2023): Desember 2023
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This study aims to reveal the phenomenon of hoax information literacy among people with hearing impairments at SMALB Santi Rama Jakarta. Through a qualitative approach with a case study method, data was collected through in-depth interviews with a number of people with hearing disabilities. The results show that their hoax information literacy is influenced by accessibility limitations, difficulties in understanding audiovisual information, and limitations in recognizing and sorting out valid information. In addition, social and environmental influences also play a role in influencing their perception of hoax information. These findings indicate the need to develop educational programs that focus on improving information literacy for people with hearing disabilities. Involving schools, families and communities, these programs aim to provide the necessary support for them to access, understand and sort out correct information. This research provides important insights into understanding the specific challenges and needs of information literacy in people with hearing impairments and encourages collaborative efforts to improve their information literacy.Keywords-information literacy, hoaxes, people with disabilities, hearing impaired, SMALB Santi Rama Jakarta

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