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<![CDATA[PROSES PENETRASI SOSIAL PADA PEREMPUAN DALAM MEMBANGUN HUBUNGAN ROMANTIS MELALUI APLIKASI KENCAN ONLINE BUMBLE DI SURABAYA ]]>
<![CDATA[Perdana, M. Wildan Galih]]>
<![CDATA[ The Commercium Vol. 5 No. 2 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i2.47987
<![CDATA[The creation of an application to find a partner in the all- online makes users without meeting in person or face to face in building a relationship, which in the online dating phenomenon many people claim to have got their partner to the level of marriage through online dating applications, but there are also those who get unwanted treatment when using the application such as harassment, to violence. One of the online focused on in this research is bumble. The difference between bumble and other applications is that women are required to start a chat with their match partner first, with the aim of women having control over the relationship. This study discusses the process of social penetration of women in building romantic relationships through the online dating application bumble in Surabaya. Social penetration itself is a communication process that moves from supervisory communication to intimate communication. This is the core of the discussion in this study because the communication process that is established is done online. This study uses a qualitative method by conducting interviews with informants. Based on the results of the study, there are stages of social penetration that are passed from superficial relationships to become more intimate to establishing a relationship based on commitment (dating). However, the process is not always complete, there is a possibility that a relationship may not reach the final stage or courtship. This occurs because of the process of social de-penetration, namely the process of withdrawal due to a discrepancy at a stage that is passed. Causing the relationship to step back or away, due to several unwanted factors or incompatibility by the source.]]>
<![CDATA[STRATEGI KOMUNIKASI PEMASARAN PRODUK JAMU IBOE MELALUI OMNI-CHANNEL DAN BRAND REPSOSITIONING DALAM MENYASAR KONSUMEN MILENIAL ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.47989
<![CDATA[This research examines the success of an herbal medicine product in millennial consumers. The purpose of this study is to find out how the strategy carried out by PT. Jamu IBOE Jaya through the OMNI-CHANNEL strategy and brand repositioning in targeting millennial generation consumers. The background of this research is that jamu, which is one of Indonesia's cultural heritage, has experienced a decline in sales among millennials because of the public perception that jamu is a bitter, unpalatable, and ancient product. Based on these problems, researchers are interested in knowing how the marketing strategy in Jamu IBOE through OMNI-CHANNEL and brand repositioning at PT. Jamu IBOE Jaya in targeting millennial consumers and how the millennial community perceives herbal products today. The research method used is qualitative with a case study approach. The results of the research obtained showed that the marketing strategy of herbal medicine to millennial consumers used by PT. Jamu IBOE Jaya is through the OMNI-CHANNEL strategy and brand repositioning to change people's perceptions of the image of jamu. So that a new perspective will be created for herbal medicine from the millennial generation. Keywords: Marketing Communication, OMNI-CHANNEL, Brand Repositioning, Traditional Herbal Medicine, Millennial community perspective]]>
<![CDATA[STRATEGI KOMUNIKASI ORGANISASI DALAM PROSES PEMBERDAYAAN EKONOMI ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.47991
<![CDATA[Abstract Malang is one of the regencies with the highest rank of migrant worker placements in East Java and even occupied the national level. Seeing this condition, SBMI is here to fight for the protection of PMI there. That is not only about the law but also the economy that is the main focus at this time. Through a coordination system in the form of organizational communication strategies, Malang Regency DPC has succeeded in building its economic empowerment. For example, in physical form, namely SBMI Mart. Therefore, researchers are interested in knowing more about Organizational Communication Strategy in the Process of Economic Empowerment with a case study of DPC SBMI Malang Regency. This research uses a case study method with a qualitative approach. Through the interview and observation process, the results show that the strategies used are inculcating historical values, establishing SBMI Mart, identifying audiences, simple messages, and flexibility in message distribution. Theoretically and practically, this research can be used as a basis for both further research and other stakeholders to raise awareness about the potential development of migrant workers in the future. Keywords: Organizational Communication Strategy, Economic Empowerment, SBMI]]>
<![CDATA[PENGARUH CO-BRANDING YUPI DAN DEAR ME BEAUTY TERHADAP BRAND EQUITY PRODUK KOSMETIK DEAR ME BEAUTY ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48046
<![CDATA[Persaingan industri di bidang kosmetik semakin ketat,menjadi tantangan bagi para pelaku industri di bidang tersebut. Begitu juga dengan kosmetik Dear me beauty yang masih tergolong baru dan belum memiliki cukup nama untuk bersaing di pasar. Membutuhkan diferensiasi, maka kemudian digunakan konsep brand equity untuk memperkuat merek dalam persaingan. Cara untuk meningkatkan brand equity salah satunya dengan melakukan strategi co-branding. Kosmetik Dear me beauty melakukan co-branding bersama produk permen Yupi yang bertujuan untuk meningkatkan brand equity dear me beauty yang masih tergolong merek baru. Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh strategi co-branding yang telah dilakukan dear me beauty bersama yupi terhadap brand equity dear me beauty kosmetik. Dengan menggunakan metode penelitian kuantitatif dengan jenis penelitian deskriptif.sampel yang digunakan sebanyak 108 responden perempuan dengan rentang usia 16-35 tahun yang berdomisili di kota Surabaya, dengan kriteria pengguna kosmetik dear me beauty dan mengetahui mengenai kolaborasi yang dilakukan dear me beauty. Teknik sampling menggunakan jenis purposive sampling dan diolah menggunakan bantuan SPSS versi 26 for Windows. Setelah dilakukan pengolahan data menggunakan Spearman Rank Correlation maka diperoleh hasil koefisien korelasi sebesar 0,551 dan angka signifikasi 0,000 < 0,05 yang berarti strategi co-branding kosmetik dear me beauty bersama yupi berpengaruh secara signifikan terhadap brand equity kosmetik dear me beauty. Kata kunci: Komunikasi pemasaran, Merek, Co-branding, Brand equity]]>
<![CDATA[PEMAKNAAN STANDAR KECANTIKAN PADA REMAJA PEREMPUAN SURABAYA (STUDI ANALISIS RESEPSI FILM IMPERFECT) ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48050
<![CDATA[In the era of information disclosure, films are one of the shows that are in great demand by various groups, ranging from teenagers to the elderly. There are many discussions about social issues, one of which is the standard of beauty in society. One of the films that raises the standard of beauty in Indonesia is Film Imperfect. This study uses Stuart Hall's reception theory. This theory explains how a show affects the audience so that it can be categorized into three parts of the audience, namely Hegemony, Negotiation, and Opposition. This study uses a qualitative approach, constructivism paradigm, and in-method depth interview. The informants taken in this study were six people from three schools with details of two private schools and one public school. Interviews were conducted online by asking open-ended questions to ensure that the informants were included in the reception audience. The results of this study indicate that film shows still significantly affect the audience in terms of support such as the background of the informant and the social life of the informant in accordance with Stuart Hall's theory. Results The meaning of Surabaya's adolescent beauty standards is still very high, this can be seen in the arguments of the informants of this study that beauty standards are still driven in one's physical view. A thin body indicates that a teenager at his age will get an easy job when he graduates from high school. Clean white skin indicates that teenagers at their age look to take care of themselves and deserve more attention from their environment. Straight hair indicates that they get lucky genes so that their appearance can be used as a reference to build friendship relationships and inner beauty is one of the things that is taken into consideration in establishing a friendship relationship. Keywords:Film Imperfect, Reception, Beauty Standard.]]>
<![CDATA[IMPLEMENTASI COMMUNITY BASED SOCIAL MARKETING DALAM PROGRAM PENINGKATAN DISABILITY AWARENESS OLEH KOMUNITAS PEDULI INKLUSI NUSANTARA DI BLITAR ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48234
<![CDATA[This study aims to determine the process of implementing a community-based social marketing campaign or Community Based Social Marketing, namely the Disability Awareness Improvement campaign in the Children's Literacy Movement (CLM) program carried out by Komunitas Peduli Inklusi Nusantara (KOPINUS) in Blitar and see the changes felt by the community target.. The Children's Literacy Movement Program (CLM) is a learning assistance program that applies inclusive education and an inclusive environment in its implementation and aims to provide a knowledge and experience related to the world of disability. So that participants can get to know the world of disabilities more deeply and eliminate negative views of people with disabilities. This research uses a qualitative approach with a case study method. Data collection was carried out through observation and interviews with parties involved in the Children's Literacy Movement (CLM) program. The results showed that the Komunitas Peduli Inklusi Nusantara (KOPINUS) has implemented social marketing steps in the concept of community based social marketing. The campaign process will be maximized if every planning is done in more detail. Furthermore, the Children's Literacy Movement (CLM) program received a positive response from the target community and there were differences in the perceptions and behaviors of the participants before joining the Children's Literacy Movement (CLM) program and after participating in the program. Keywords: Disability Awareness, Disability, Inclusive Education, Social Marketing, Community, Community Based Social Marketing]]>
<![CDATA[Strategi Rebranding Trimurti Senior High School Dalam Meningkatkan Citra Sekolah Modern ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48256
<![CDATA[Dengan adanya perubahan zaman dan karakteristik peserta didik generasi Z, sekolah perlu berinovasi menjawab tantangan zaman di era modern seperti sekarang. Oleh karena itu SMA Trimurti melakukan rebranding menjadi Trimurti Senior High School untuk meningkatkan citra baru sebagai sekolah yang lebih modern. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi rebranding yang dilakukan Trimurti dalam meningkatkan citra sekolah modern. Penelitian ini merupakan penelitian kualitatif dengan menggunakan metode studi kasus. Data diperoleh dari hasil wawancara, observasi dan dokumentasi. Hasil dari penelitian ini adalah Trimurti Senior High School telah melakukan rebranding secara totalitas sesuai dengan empat tahap, yaitu repositioning, renaming, redesign dan relaunching. Dalam melakukan rebranding keempat tahapan tersebut saling berkesinambungan dan mendukung satu sama lain untuk menciptakan citra baru yang diinginkan brand. Penerapan keempat tahap rebranding tersebut antara lain: menghadirkan program pembelajaran baru 5D Learning Method yang memanfaatkan teknologi digital, adanya kelas internasional ASUPD yang bekerja sama dengan Arizona State University, perubahan pada nama sekolah ke dalam Bahasa Inggris, perubahan visual secara keseluruhan dengan konsep desain yang modern dan minimalis, peresmian kembali brand dengan mengadakan acara besar, hingga strategi promosi melalui media sosial dan open house.]]>
<![CDATA[FASHION SEBAGAI BENTUK IDENTITAS DIRI PADA KALANGAN MAHASISWA UNIVERSITAS NEGERI SURABAYA ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48259
<![CDATA[Penelitian mengenai pembentukan identitas melalui fashion yang dikenakan ini dimaksudkan untuk mendeskripsikan bagaimana cara mahasiswa khususnya dalam penelitian ini mengidentitaskan dirinya melalui pakaian. Dalam hal ini, fashion atau pakaian dimaknai sebagai sebuah komunkasi non-verbal karena terdapat pesan dan kesan yang ingin disampaikan oleh pemakainya. Penelitian ini merupakan penelitian kualitatif dengan menggunakan metode fenomenologi yang memiliki tujuan untuk mengamati dan memahami esensi dari sebuah fenomena pakaian yang digunakan oleh mahasiswa serta mempermudah penelitian dalam hal penambilan data. Pengambilan data dilakukan melalui tahapan observasi dan wawancara. Hasil dari penelitian ini menunjukan identitas yang terbentuk melalui pakaian terjadi karena pemakainya sengaja mengatur dan memperdulikan penampilannya dalam kehidupan bersosial. Penelitian ini melihat konsep dramaturgi sebagai landasan dalam pembentukan identitas melalui pakaian yang dikenakan oleh mahasiswa Unesa dengan melihat segala persiapan dan pemahaman dibaliknya untuk membantu proses dari pembentukan tersebut. Fashion dalam penelitian ini digunakan karena pemakainya menginginkan identitas yang berkesan santai, mudah bergaul, dan friendly agar mudah diterima oleh lingkungan.]]>
<![CDATA[POLA KOMUNIKASI KOMUNITAS DELTA PUNK ART SEBAGAI KAUM MARJINAL DALAM RELASI SOSIAL MASYARAKAT KOTA SIDOARJO ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48274
<![CDATA[This research on communication patterns of the Delta Punk Art community as marginal people in the social relations of the people of Sidoarjo City is intended to find out how the communication patterns that occur in their activities are directly related to the community. In this case, the pattern of communication is interpreted as a communicative style, both verbal and non-verbal forms. This study uses the ethnographic method of communication with the aim of facilitating data collection by focusing on communication activities that occur in the activities held, which consist of communicative situations, communicative events, and communicative acts. Data were collected through participant observation and interviews. The results of this study indicate a relaxed and friendly communication style in the form of the use of verbal words in Javanese Suroboyo-an and social language. While the non-verbal communication style is used to give the impression of closeness, togetherness, and a spirit for independence. There is also a shift in the meaning of resistance to the punk ideology adopted by the Delta Punk Art community.]]>
<![CDATA[Komunikasi Pembangunan Desa Kemiren Kabupaten Banyuwangi Sebagai Desa Wisata Budaya ]]>
<![CDATA[ The Commercium Vol 5 No 3 (2022): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v5i3.48279
<![CDATA[This study was conducted to describe the development communication of Kemiren Village, Banyuwangi Regency as a Cultural Tourism Village (Study in Kemiren Tourism Village, Glagah District, Banyuwangi Regency) which includes the Central, Regional, and Village Governments. This study also described how communication was built in the Governments’ efforts with the community in carrying out development communication to develop the Kemiren Traditional Tourism Village. This study used qualitative approach that seeks data through primary and secondary data sources by conducting observation and in-depth interviews with Kemiren villagers. In the communication of Kemiren Village Development, Banyuwangi Regency as a Cultural Tourism Village there were 3 forms of the concept of development communication efforts that are formed including: (1). CBT (Community Based Tourism) Strategy in Tourism Village Development Efforts (2). Two-way communication in participatory development efforts (3). Interpersonal communication between Pokdarwis and village communities. With the formation of the development communication of the kemiren village, it can be concluded that the pattern of communication between the Government and the Community.]]>
