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INDONESIA
THE COMMERCIUM
Published by Universitas Negeri Surabaya
ISSN : -     EISSN : 2809591     DOI : https://doi.org/10.26740/tc.v8i2
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
The Commercium adalah Jurnal Ilmu Komunikasi yang memuat tulisan hasil penelitian mahasiswa. Jurnal ini diterbitkan oleh Program Studi S1 Ilmu Komunikasi Universitas Negeri Surabaya. Jurnal the commercium terbit 3 kali dalam setahun. Fokus dan scope penelitian di bidang Ilmu Komunikasi mencakup : Komunikasi Pemasaran Public Relations Periklanan Komunikasi Politik Komunikasi Pembangunan dan Perubahan Sosial Manajemen Media
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 613 Documents
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Representasi Lonely Whale dalam Lirik Lagu BTS "Whalien 52" (Analisis Semiotika Charles Sanders Peirce) Anggraeni, Imrotul Rizky
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47664

Abstract

Pengaruh Event Marketing Video Call K-Pop Terhadap Brand Awareness Mecimapro Pada Masa Pandemi Yulfininda, Daffa Amalia; S.Sos., M.I.Kom., Mutiah
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47671

Abstract

Pada penelitian ini memiliki tujuan untuk menyelidiki adanya pengaruh event marketing video call K-Pop terhadap brand awareness Mecimapro pada masa pandemi serta untuk mengetahui tingkatan atau berapa besar capaian dari pengaruh tersebut. Adanya keterbatasan aktivitas dikarenakan pandemi, Mecimapro sebagai jasa promotor musik menyelenggarakan event video call K-Pop untuk tetap menjaga atau memperluas awareness terhadap target pasar ditengah maraknya krisis ekonomi pada beberapa sektor perusahaan. Melalui event tersebut Mecimapro mengajak target pasar untuk merasakan pengalaman baru bersama idol dengan video call 1:1 dan melakukan strategi komunikasi pemasaran tersebut agar lebih dikenal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan menggunakan teknik pengumpulan data kuesioner dengan alat ukur skala likert. Proses pengolahan data yang digunakan yaitu uji korelasi dan uji regresi linear sederhana. Hasil penelitian yang diperoleh yaitu terdapat pengaruh yang signifikan antara event marketing video call K-Pop terhadap brand awareness Mecimapro dengan capaian pengaruh sebesar 45.3% secara positif dan searah. Dari hasil analisis data juga dapat diketahui bahwa event marketing video call K-Pop memiliki nilai intensitas yang tinggi terhadap partisipan sehingga dapat memberikan awareness pada Mecimapro. Maka dari itu dapat disimpulkan bahwa apabila event marketing meningkat, maka brand awareness juga mengalami peningkatan.
Strategi Komunikasi Pemasaran Langen Kusuma dalam Memepertahankan Eksistensi di Masa Pandemi Covid-19. Ekasari, Intan Desy
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47756

Abstract

This study reviews how the marketing communication strategy applied by the Langen Kusuma dance studio hermitage in maintaining its existence during the Covid-19 pandemic. Previous research has proven that a marketing communication strategy is important in supporting the sustainability and existence of the studio in the future. By using case study methods and qualitative research types. In this study, conducting observations and interviews based on data obtained from primary data sources. The results of this study indicate that the Langen Kusuma dance studio applies management and marketing communication strategies in its implementation. Several stages of the management function implemented are planning, organizing, directing, and controlling. The implementation of marketing communication strategies is the main basis for the Langen Kusuma dance studio hermitage to maintain its existence through new activities during the Covid-19 pandemic in the form of advertisements and promotions on social media, holding virtual ganong dance competitions throughout Indonesia, holding final graduation exam performances on the YouTube platform by live streaming and collaborate with television media. The Langen Kusuma dance studio continues to strive to develop new strategies and innovations with the facilities offered and adapt to environmental conditions. Keywords: Marketing Communication Strategy, Langen Kusuma Dance Studio, Existence.
EFEKTIVITAS MEDIA SOSIAL INSTAGRAM @LOKER_KOTASURABAYA DALAM PEMENUHAN KEBUTUHAN INFORMASI LOWONGAN PEKERJAAN DI SURABAYA Erfianah, Milani Eka; Huda, Anam Miftakhul
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47824

Abstract

This research is entitled "Effectiveness of Instagram @loker_kotasurabaya Social Media in Fulfilling Job Vacancies Information Needs in Surabaya". A study of the effectiveness of social media using Uses and Gratification Theory which is also to find out the gap between the amount of desire sought and the reality obtained. The theory that is considered relevant in this research is Uses and Gratification, where media users have an active right to choose what media is able to meet their needs. Determination of the sample using a random sampling technique from the population of followers of the Instagram account @loker_kotasurabaya. Data was collected using a survey method, namely by distributing questionnaires. While the data analysis was carried out through gap analysis, analysis of TCR values, hypothesis testing by calculating t-count and t-table which resulted in Ho being rejected, Ha accepted. Because, t-count = 0.04243 is smaller than t-table = 0.1166. And from the results of the TCR analysis, the Instagram account @loker_kotasurabaya is very effective in meeting the information needs of followers. The research indicators are Information with Accurate, Timely, Relevant, Complete markers measured in the Gratification Sought and Gratification Obtained Dimensions indicating the Very Effective category. With a percentage of the TCR Gratification Sought Value / Desire Wanted with a percentage of 92%. Meanwhile, at the Gratification Obtained level, the Information indicator gets a percentage of 87%. Keywords : Instagram Effectiveness, Uses and Gratification Theory, Gaps
STRATEGI KAMPANYE PUBLIC RELATIONS TBS FIGHT FOR SISTERHOOD THE BODY SHOP INDONESIA Kurniawan, Diva Hairiannissa; Sukardani, Puspita Sari
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47826

Abstract

The development of digital-based communication makes the role of public relations as an important figure for the company. The Body Shop Indonesia is an example that realizes the importance of public relations that can be able to carry out the basic principles of the company while maintaining its image. Implementation of the basic principles proven by the existence of TBS Fight For Sisterhood campaign. Based on sexual violence cases in Indonesia that increase without any solution, makes The Body Shop Indonesia's public relations team fight for this. In addition, the RUU PKS, which had been drafted for 8 years, was not ratified. In addition, sexual violence which is considered taboo is also an obstacle for The Body Shop Indonesia to be able to create an appropriate strategy so that there are no cons. Therefore, this study aims to find out how The Body Shop Indonesia's public relations campaign strategy in achieving the main goal of urging the ratification of the RUU PKS so it can create a safe space. This research is descriptive qualitative research with case study method and constructivist paradigm. Data was collected through in-depth interview, observation, and documentation. The results of study show that various strategies have been successfully achieved their main goals while getting various positive impacts for brand.
PERSEPSI ANAK MUDA DI SURABAYA MENGENAI COFFEE SHOP SEBAGAI GAYA HIDUP MASYARAKAT PERKOTAAN Pratiwi, Rismawardani Wahyu; S. I.Kom., M.A., Awang Dharmawan
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47850

Abstract

Changes in lifestyle have hit the people of big cities in Indonesia, marked by the proliferation of places to enjoy stylish coffee, the beauty industry, the fashion industry, shopping centers. Consumption of something is now not only based on the use value of the product but on the consumer's personal values and prestige. This study aims to determine and interpret the perceptions of young people in Surabaya about coffee shop as a lifestyle. Using phenomenological methods and types of qualitative research with data collection techniques through interviews. The result of this research is that young people in Surabaya come to coffee shop not only to fulfill their coffee addict needs, but also come to get validation from the surrounding environment that what they do is in accordance with the lifestyle of today's urban communities. Through the style of appearance, speak using slang style, and other things that represent that he is in the modern era. Keywords: Perception, youth, lifestyle, coffee shop
EFEKTIVITAS STRATEGI GREEN MARKETING COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN PRODUK GARNIER: (Studi pada Generasi Z di Kota Surabaya Tentang Garnier Green Beauty) Alifia, Hening; Dewi, Putri Aisyiyah Rachma
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47872

Abstract

POLA KOMUNIKASI PADA PAGUYUBAN FU HE AN DALAM REGENERASI KESENIAN WAYANG POTEHI DI KLENTENG HONG SAN KIONG KECAMATAN GUDO KABUPATEN JOMBANG Rohmah, Amalia Nur; Huda, Anam Miftakhul
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47876

Abstract

Research on Communication Patterns in the Fu He An Association in the Regeneration of Puppet Potehi Arts at the Hong San Kiong Temple, Gudo District, Jombang Regency. This study uses an ethnographic method of communication which will facilitate data collection. Through the Fu He An Association, researchers used the ethnographic method of communication by focusing on communication activities contained in the object of research, namely communication situations, communication events, and acts of communication. Data collection is done through interviews and also observation or observation. In this study, it is known that the communication pattern carried out by the Fu He An Association in regenerating the Wayang Potehi art is a wheel communication pattern and a star communication pattern with two-way or reciprocal communication flows. This communication pattern is found in the relationship between the leader of the association and the dalang, musician, and prospective dalang (wheel communication pattern) and the relationship between the dalang, musician, and prospective dalang in learning and performing Wayang Potehi performances (stellar communication pattern). Keywords: Communication Pattern, Fu He An Association, Regeneration, Potehi Puppet.
ANALISIS RESEPSI PEREMPUAN DI SURABAYA TENTANG KETIDAKSETARAAN GENDER DALAM FILM KIM JI-YOUNG : BORN 1982 Manhillah, Farah
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47886

Abstract

Isu ketidaksetaraan gender masih menjadi polemik di berbagai negara termasuk Korea dan Indonesia. Ketidaksetaraan gender muncul bahkan dari lingkup terkecil yaitu keluarga hingga dalam lingkungan masyarakat. Film Kim Ji-young: Born 1982 mengisahkan bagaimana perempuan-perempuan di Korea mendapatkan diskriminasi karena pengaruh tradisi hingga menyebabkan pemeran utama mengidap penyakit mental. Penelitian ini bertujuan untuk mengetahui bagaimana pemaknaan informan terhadap film Kim Ji-young: Born 1982 terkait ketidaksetaraan gender. Penelitian ini merupakan penelitian kualitatif dengan metode penelitian analisis resepsi. Pengumpulan data diperoleh melalui wawancara mendalam kepada tujuh informan yang merupakan perempuan usia produktif dan tinggal di Surabaya. Data hasil wawancara divalidasi menggunakan triangulasi sumber. Hasil penelitian ini menunjukkan sebanyak dua informan berada dalam penerimaan dominan atau hegemoni, lima informan dalam penerimaan negosiasi dan tidak ada informan dalam kategori oposisi. Perbedaan penerimaan disebabkan karena pemahaman, pengalaman, dan pendidikan informan yang berbeda. Kata kunci: analisis resepsi, gender, film
Strategi Promosi Wisata Mangrove Wonorejo Dalam Menarik Wisatawan Rahmat, Dedy
The Commercium Vol. 5 No. 2 (2022): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v5i2.47934

Abstract

Wonorejo Mangrove ecotourism is one of the largest ecotourism locations in East Java, Surabaya. The Wonorejo Mangrove since 2008 has been transformed into a tourist destination that provides education to the public about the importance of the environment, but because the location in Surabaya is only known by its name but not by its place and destination, this is because the name Surabaya is attached as a metropolitan city, trade, and transit. goods between provinces. So it is necessary to do a promotion strategy for mangrove tourism in Wonorejo. The research method used in this study is a qualitative approach where this approach tries to understand the phenomenon in its natural setting and context, where the researcher does not manipulate the observed phenomena, then analyzes the data using qualitative descriptive and triangulation. The concept of tourism promotion uses the AISAS concept, namely Attention, Interest, Search, Action, and Share. The tourism promotion strategy was developed through holding events, exhibitions, distributing brochures and promotions through social media. Key Words: Mangroves, Ecotourism, Strategy, Promotion

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