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"Vol 7 No 1 (2023): The Commercium"
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<![CDATA[KOMUNIKASI PEMBERDAYAAN MASYARAKAT DESA WISATA NGEBEL KABUPATEN PONOROGO DALAM PENERAPAN COMMUNITY BASED TOURISM ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.53965
<![CDATA[Penelitian ini bertujuan untuk memahami dan menganalisi proses komunikasi masyarakat dalam program penerapan pariwisata berbasis masyarakat Desa Wisata Ngebel Kabupaten Ponorgo Jawa Timur yang merupakan ide dari hasil musyawarah Desa Ngebel dalam melibatkan masyarakat Desa Ngebel dengan tujuan meningkatkan kesejahteraan masyarakat melalui kearifan local yang ada secara optimal. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengambilan data dilakukan melalui wawancara langsung kepada actor-aktor maupun fasilitator yang terlibat dalam community based tourism Desa Wisata Ngebel seperti Kepala Desa, Pengelola Ngebel Adventure Park dan masyarakat. Hasil penelitian menunjukkan bahwa bahwa proses pemberdayaan masyarakat desa melalui program Desa Wisata Ngebel melalui komunikasi pemberdayaan yaitu penyampaian informasi dilakukan melalui kegiatan sosialisasi kepada masyarakat dengan melibatkan langsung masyarakat dalam menyalurkan gagagasn melalui musyawarah dialogis dengan model komunikasi partisipatoris.]]>
<![CDATA[PENERAPAN INTEGRATED MARKETING COMMUNICATION TOKO KOPI PADMA DALAM MENARIK PELANGGAN ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.54295
<![CDATA[The trend of consuming coffee creates a contemporary business, namely coffeee shop. In this era, marketing communication that is often used is the Integrated Marketing Communication (IMC) Strategy. IMC is the concept of strategy in a business. The café that carries out marketing communications using IMC is Padma Coffee Shop. Coffe shop that carries an ancient or vintage theme takes the sub-name Padma Kopi Tjantik. This place is located in Surabaya. IMC combines various elements of corporate marketing communication in order to achieve optimal marketing results which states that the theory of Integrated Marketing Communication or IMC is a form of communication that is focused on planning, making, unifying, and implementing or implementing various forms of marketing communication. The purpose of IMC is either directly or indirectly, to influence potential customers to purchase products or use services. This research explains that Padma Coffee Shop applies five of eight aspects of IMC, including online advertising, namely Instagram Ads. Event and experience of opening and launching coffee shop. Aspects of public relations and publicity, public relations work is carried out by the owner by entering various coffee activist communities and expanding networks. Now Padma Coffee Shop is developing a website. At Padma Coffee Shop, all forms of online marketing communication and social media marketing are under coordination between the creative team and the owner. Then the personal selling aspect with the provision of testers. Keywords: IMC, Attract Customer]]>
<![CDATA[PERGESERAN MAKNA MASKULINITAS DALAM LIRIK LAGU ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.54433
<![CDATA[Maskulinitas merupakan suatu konsep yang selalu dipengaruhi oleh kebudayaan masyarakatsekitar. Maskulinitas Jawa yang tadinya erat dikaitkan dengan konsep keperkasaan, kekerasan,dan kekuasaan mulai bergeser dengan adanya media lirik lagu. Lirik lagu memberi keleluasaanpada laki-laki untuk mengekspresikan kesedihan, kegelisahan dan sifat lemah lembutnya.Adapun tujuan dari penelitian ini adalah menganalisis pergeseran makna maskulinitas dalamlirik lagu “Cidro” oleh Didi Kempot dan melihat makna yang tersembunyi di balik agendatersebut. Metode yang digunakan dalam penelitian ini adalah Analisis Semiotika yangmembedah dan menelaah lebih lanjut tanda-tanda dalam lirik lagu “Cidro”. Hasil penelitianmenunjukkan bahwa terdapat 5 nilai yang disampaikan oleh penulis lirik lagu, yaitu sebagaiberikut: (1) Laki-laki boleh merasa pasrah dan menerima keadaan, (2) Laki-laki tidak lagimenjadi penentu keputusan, (3) Status sosial mempengaruhi hubungan asmara, (4) Laki-lakibersedih karena cinta adalah sesuatu yang lumrah, (5) Hilangnya tuntutan masyarakat ataskonsep laki-laki ideal adalah perwujudan dari posisi laki-laki yang lebih mudah untukdimaklumi di masyarakat. Selanjutnya, penelitian yang mengangkat isu relasi gender dalambudaya Jawa dapat dilakukan untuk memperkaya hasil analisis mengenai budaya patriarki yangturut membangun masyakat yang cenderung memaklumi laki-laki.]]>
<![CDATA[KEPERCAYAAN MISTISME KONTEN YOUTUBE (ANALISIS RESEPSI MAHASISWA SURABAYA PADA KONTEN SARA WIJAYANTO) ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.54563
<![CDATA[Abstract Youtube content as a form of new media has a role as media that describes social reality. The audience as an active audience plays a role as a result of interpreting a media message.The content of Sara's Mystery Diary is a short video with lots of mystical scenes about spirits. The scene will produce different meanings for each individual. With this problem, the research discussed the content of "Dutch House in the Sugar Factory and Bank of the Unseen” in the meaning of Surabaya students' belief in mystical things. This study uses the reception analysis method involving four informants who are members of the Saraddicts.Surabaya instagram account followers who focus on two content objects in each supernatural mystical scene. The results of this study are three categories according to Dominant, Negotiation and Opposition. Keywords : Reception Analysis, Content mysticism sara wijayanto]]>
<![CDATA[TINGKAT KETERGANTUNGAN KHALAYAK TERHADAP EMAIL NEWSLETTER ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.54962
<![CDATA[The email newsletter is an exclusive online news subscription service that offers an easier way to receive news than reading in usual online media. Email newsletters are sent daily via email as a way for audiences to stay informed about social events in a more time efficient manner. With information sent via e-mail every day, this research has examined how the dependency dimension of the people of Surabaya City who subscribe to e-mail newsletters. This study uses the Media System Dependency Theory as a theoretical basis to see how the dependency levels depend on age and gender. This descriptive research uses the micro scope of Media System Dependency Theory which is also called Individual Media Dependency (IMD). The variables in this research are the variables of understanding goals (self & social), orientation (action & interaction), play (solitary & social) which become dependency relationships between individuals and the media that have been formed. The sample in this research were 272 individuals from the city of Surabaya who subscribed to the email newsletter service by distributing questionnaires as a way of collecting data. Pearson Product Moment is used for validity testing in this research. The reliability test in this research used Cronbach's Alpha in the scope of objectives, the understanding variable got a reliability value of 0.738, orientation got a value of 0.874, and the play got a value of 0.771. The result of this research is that the dominant dimension of dependence on the people of Surabaya City who subscribe to email newsletters is the play dimension with a percentage of 45.2%. This research is expected to be a reference and source of literacy xii regarding further audience research on email newsletters which are part of mass media communication.]]>
<![CDATA[PERSEPSI PENDENGAR TERHADAP PROGRAM REVIEW KELAKUAN TEMAN ATAU TETANGGA RADIO EBS FM DENGAN TOPIK PERMASALAHAN UANG DAN HUTANG ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.54968
<![CDATA[This study aims to determine the perception of EBS FM Radio listeners on social problems of money and debt in the Review of Behavior of Friends or Neighbors program based on differences in background, experience, socio-culture, age, and work of informants. The Friends or Neighbors Behavior Review Program is made according to the "needs and wants" of listeners, one of which discusses social phenomena that often occur in the younger generation, namely social problems of money and debt. The type of research used in this study is qualitative descriptive research to understand the phenomena experienced by research subjects systematically with data collection carried out through observation, documentation and interviews of resource persons in the field obtained through purposive sampling techniques. The concept of perception to find out how listeners perceive social problems of money and debt in the Friends or Neighbors Behavior Review program. The results of various listeners' perceptions of the social problems of money and debt were obtained as a forum to accommodate listeners' complaints that discussed the social problems of money and debt in accordance with the reality of life and in accordance with the phenomenon of Generation Z and Millenials problems in Surabaya seen from motivation, attention, and attitudes that affect the formation of listener perceptions and are supported by stimulus factors, experiences, events and relationships. The conclusion of this study is that listeners' perceptions of money and debt problems on EBS FM Radio's Friends or Neighbors Behavior Review program had a positive impact and were well received.]]>
<![CDATA[STRATEGI PEMASARAN SOSIAL BERBASIS BUDAYA (STUDI PADA FESTIVAL KRESNAYANA DALAM PENGEMBANGAN PARIWISATA DI KABUPATEN BLITAR) ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.54977
<![CDATA[Penelitian ini bertujuan untuk menganalisis strategi pemasaran sosial berbasis budaya dalam Festival Kresnayana sebagai upaya pengembangan pariwisata di Kabupaten Blitar. Festival Kresnayana adalah agenda tahunan dengan potensi besar untuk meningkatkan minat wisatawan dan kesadaran akan budaya lokal. Penelitian ini menggunakan pendekatan kualitatif dengan melibatkan informan, diantaranya Kabid Pemasaran, staf kebudayaan, dan Gusjeng. Data dikumpulkan melalui wawancara, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa implementasi strategi pemasaran sosial berbasis budaya pada Festival Kresnayana memberikan dampak positif terhadap pengembangan pariwisata di Kabupaten Blitar. Strategi yang efektif melibatkan berbagai pihak, termasuk pemerintah daerah, dinas pariwisata, dan komunitas. Beberapa strategi yang diterapkan meliputi penggunaan media sosial, kolaborasi dengan influencer, dan pengembangan wisata berbasis budaya.]]>
<![CDATA[PENGELOLAAN PROMOTION MIX PADA MAHAR AGUNG WEDDING ORGANIZER ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55019
<![CDATA[This is a descriptive research with a qualitative approach titled "Management of Promotion Mix at Mahar Agung Wedding Organizer." The objective of this research is to explore how Mahar Agung Wedding Organizer manages the promotion mix in overall marketing communication. The research method used is descriptive qualitative. The findings of the research indicate that Mahar Agung Wedding Organizer employs several strategies in managing the promotion mix. In terms of advertising, they utilize advertising media such as Instagram and also print media such as brochures distributed during exhibitions. Their personal selling strategy is actively involved in exhibition events and weddings. For sales promotion, Mahar Agung offers special deals, discounts, wedding packages, collaborations with reputable vendors, and efforts to strengthen their brand image. In terms of direct marketing, they utilize the company's database to review previous customer records and offer their services at special prices. Additionally, they engage in public relations promotions through exhibitions and participation in events organized by vendors. Keyword: Promotion Mix, Mahar Agung, Wedding Organizer]]>
<![CDATA[STRATEGI KOMUNIKASI PEMASARAN BATIK LOCHATARA SEBAGAI PRODUK LOKAL KEDIRI DALAM UPAYA MENINGKATKAN PENJUALAN ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55134
<![CDATA[Batik lokal menjadi salah satu kontribusi positif dalam pertumbuhan ekonomi. Keunikan motif pada batik local merepresentasikan identitas budaya Indonesia, seperti Batik Lochatara yang konsisten mengangkat motif bertema kebudayaan dan kekayaan alam daerah Kediri. Namun, Batik Lochatara membutuhkan strategi agar bertahan ditengah persaingan yang ketat. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran Batik Lochatara sebagai produk lokal Kediri dalam upaya meningkatkan penjualan. Jenis penelitian ini adalah deksriptif kualitatif menggunakan metode studi kasus. Teknik pengumpulan datanya adalah dengan observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa Batik Lochatara memproduksi batik terjangkau namun berkualitas tinggi dengan ciri khas motif Kediri. Strategi promosi yaitu mengikuti berbagai pameran, publikasi melalui media massa, memiliki brand ambassador, promosi secara mulut ke mulut, mengikuti perlombaan, dan melakukan support dan sponsorhip event. Terdapat galeri batik sebagai wisata dan edukasi dengan museum purbakala, perpustakaan buku batik, dan Lochatara farm.]]>
<![CDATA[STRATEGI BRANDING EKS LOKALISASI “MOROSENENG” SURABAYA MENJADI KAMPUNG WISATA ANGGREK SEMEMI ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55162
<![CDATA[Prostitusi merupakan salah satu permasalahan sosial yang berada di Kota Surabaya, Pemerintahan Kota Surabaya telah melakukan berbagai upaya dalam menyelesaikan permasalahan tersebut. Salah satunya melalui strategi branding di kawasan lokalisasi moroseneng, lokalisasi ini telah resmi ditutup dan diubah menjadi salah satu objek kampung wisata, sehingga diharapkan dapat merubah citra yang lebih positif pada kawasan tersebut. Penelitian ini bertujuan untuk mengetahui analisis strategi branding pada eks lokalisasi moroseneng surabaya yang telah menjadi kampung wisata anggrek sememi. Penelitian ini merupakan penelitian kualitatif dengan metode studi kasus. Data diperoleh dari hasil wawancara, observasi dan dokumentasi. Hasil dari penelitian ini menunjukan (1) Pemerintahan Kota Surabaya telah melakukan strategi branding sesuai dengan empat tahapan antara lain: brand positioning; sebagai kampung wisata edukasi, brand identity; perubahan identitas dari kawasan prostitusi moroseneng menjadi kampung wisata anggrek sememi, brand personality; melalui pemberdayaan masyarakat dalam bidang perekonomian dan edukasi, dan brand communication; promosi melalui social media, event dan artikel media massa (2) Terdapat hambatan-hambatan dalam strategi branding yang dilakukan di kampung anggrek sememi yaitu perubahan pola pikir masyarakat, fasilitas yang belum memadai, serta dampak pandemi covid-19.]]>
