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<![CDATA[Pengaruh Content Marketing Terhadap Keputusan Pembelian Album Fisik (Studi Pada Komunitas Carat di Surabaya) ]]>
<![CDATA[A'yun, Qurrota]]>
<![CDATA[ The Commercium Vol. 6 No. 2 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i2.51610
<![CDATA[This research aims to find out the effect between content marketing and physical album buying decision. The population in this research was all Seventeen fans who are joined the Carat Community in Surabaya. The samples in this research were Carat Community in Surabaya as many as 152 people taken using Slovin formula. This research is a quantitative study with the type of positivistic paradigm. Positivistic paradigm in this research aims to know correlation between cause-effect in social phenomena. The data collection techniques in this research uses questionnaires distributed to Seventeen fans who are joined the Carat Community in Surabaya. The validity test technique was analyzed using Pearson Product Moment. The reliability test in this research used the techniques of the Cronbach Alpha, content marketing instrument has a reliability value of 1,027 and buying decision instrument has a reliability value of 0,871. Data analysis technique in this research used Simple Linear Regression. The result of this research indicate that content marketing has an effect as many as 0,350 or 35% to physical album buying decision. Based on the results of data analysis, it can be concluded there is an effect between content marketing and physical album buying decision of Carat Community in Surabaya. This research is expected to be a literacy and reference related to content marketing which is part of marketing communications to students, universities, and society. Keywords: Content Marketing, Buying Decision, Physical Album]]>
<![CDATA[Gaya Bahasa dalam Konten di Media Sosial TikTok dr. Ayman Alatas Menurut Perspektif Gen Z ]]>
<![CDATA[Susanti, Destia Aprillia]]>
<![CDATA[ The Commercium Vol. 6 No. 2 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i2.51751
<![CDATA[Abstract This research aims to find out the use of language in social media content owned by dr. Ayman Alatas (@aymanalts). Social media is a tool/mediation used by individuals or groups (Party 1) to communicate or interact with third parties online and to join and share with third parties and the owner of the TikTok @aymanalts account. This study uses a qualitative research approach. Research data was collected using interview techniques and observations of documents and videos posted by the TikTok @aymanalts account. The data is then analyzed using a qualitative descriptive analysis technique. The conclusion of this research is the language used by dr. Ayman through his TikTok account @aymanalts is a relaxed, slang and non-formal language in discussing various different topics in a short, concise and clear manner. Such a style of language belongs to a variety of relaxed and familiar languages, which turns out to be very popular with Gen Z who are followers of the TikTok account @aymanalts. The use of these language variations is even one of the main reasons for Gen Z to follow and be interested in dr. Ayman TikTok Account. Dr. Ayman always uses a relaxed and familiar language style in explaining various medical or health terms to his followers. Apart from being able to facilitate the acceptance and understanding of followers, this is also the main attraction of Dr. Ayman TikTok account and contens. Keywords: TikTok, Language Style, Gen Z, Ayman Alatas]]>
<![CDATA[Analisis Resepsi Khalayak Terhadap Pesan Maskulinitas Dalam Iklan Semua Juga Bisa Pada Instagram Ms Glow For Men ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.51967
<![CDATA[This study uses reception analysis that focuses on the recipient's audience in viewing the MS Glow For Men 'All also Can' advertisement which contains the concept of #BreaktheBeautyStandard. This concept is new in the field of men's skincare advertising because it relates to one's appearance and self-confidence. This study also uses reception theory with a qualitative approach whose results are divided into 3 categories, namely the Hegemonic Dominant Position, the Negotiated Position and the Opposition Position. Data collection was carried out through in-depth interviews with ten informants where there were several categories that became a common thread to determine informants, including men with an age range of 17-40 years, having bad or good experiences about their physical appearance, especially their face and self-confidence, often doing outdoor activities. room and watch the 'Everyone Can' ad on Instagram MS Glow For Men.]]>
<![CDATA[CYBER PUBLIC RELATIONS PADA APLIKASI PENGADUAN WARGAKU DALAM PELAYANAN PUBLIK DI KOTA SURABAYA ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.51999
<![CDATA[Digitalization era requires Surabaya Government strive to meet socity’s needs for public services. This is shown by the launch of Wargaku application which serves all public problems and aspirations. The utilization of technology in Wargaku is an element of the cyber public relations approach. Claiming a response speed of 1x24 hours, this application has received a high response of public participation. Although considered successful, based on the public satisfaction survey there are still several things that need further attantion such as responsiveness, substance, appearance, convenience and interference with the application. In addition, external factors such as socialization and paradox of choices to media that have almost same role also confuse the public. The purpose of research to describes cyber public relations of Wargaku complaint application on public services at Surabaya City. This type of research is descriptive qualitative with a case study method. This research uses data collection techniques in the form of in depth interview and documentation. Then, the analyzed using an interactive data analysis model. The results obtained from the application of cyber public relations have been reflected in the Wargaku as an effort to provide good public services. However, the aspects of message transformation and reach still need to be improved.]]>
<![CDATA[TERSEKAT-SEKAT: MEMAHAMI HUBUNGAN ANTARRELAWAN ON-SITE RUANG BELAJAR AQIL MELALUI INTERAKSI SEHARI-HARI ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.52064
<![CDATA[This study aims to determine interpersonal communication among volunteers who work directly at the secretariat of the Ruang Belajar Aqil, including verbal and nonverbal disclosures. This research is descriptive qualitative research with a phenomenological method. The paradigm of this study is constructive, where direct and detailed observations need to be made of the social actors who create and manage the world. The research data was obtained through interviews and participatory observation. The results of this study indicate that the interpersonal communication of on-site volunteers in the Ruang Belajar Aqil is ineffective. A change in attitude towards a better one, according to the definition of the related organization, has not been achieved. Openness and trust, or what can be called mutual understanding, are not present in the process of interpersonal communication in related organizations. Interpersonal communication can be saved because of non-verbal communication.]]>
<![CDATA[ANALISIS ISI KOMENTAR NETIZEN PADA IKLAN SHAMPOO REJOICE 3IN1 X KIKI SAPUTRI #RAMBUTNODRAMA ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.52147
<![CDATA[This research discusses the response of netizens to the Rejoice3in1 version of Kiky Saputri in the YouTube ad "#RambutNoDrama". The ad, which is wrapped in elements of humor and the selection of comedian brand ambassador Kiky Saputri, is the first woman to break the stigma for Rejoice Indonesia. This is because it is dif erent from Rejoice Indonesia's previous advertising habits, which oftenuse brand ambassadors and campaign concepts through advertisements that tendto be aimed at hijab-wearing women and even non-comedians. The author in this study uses the theory of content analysis, advertising, brand ambassadors, representation theory and message reception by categorizing positive, neutral, negative comments inaccordance with S-O-R theory and Public Sphere Theory and using the Holsti formula as a Reliability Test. This study aims to determineth ad impressions. This research approach is quantitative. The population and sample in this study were 826 comments. The results of this study from 826 comments obtained the highest frequency in the positive comment category, with 714 comments and a percentage of 86.44%, the second highest category was the neutral category with 58 comments and a percentage of 7.2%, and the lowest response was in the negative category with 54 comments and a percentage of 6.53%. In the positive category comments based on the Holsti formula, show a very strong, reliable and reliable level. This shows that the audience's attraction to the latest Rejoice advertising concept provides a suficient positive response and is dominated by comments approving and accepting the messages in the advertisements that are aired. This is categorized by the author that the hypothesis of this study can be accepted]]>
<![CDATA[EFEKTIVITAS KAMPANYE TAGLINE “OPTIMIS JATIM BANGKIT” PADA POSTINGAN INSTAGRAM @humasprovjatim (PERIODE AGUSTUS-OKTOBER 2022) ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.52149
<![CDATA[The purpose of this research is to determine the effectiveness of the "Optimis Jatim Bangkit" tagline campaign strategy on@humasprovjatim Instagram posts between August and October 2022. The strategy used in this research is the surveymethod. Among them, this research chooses quantitative analysis. The study will be conducted on the @humasprovjatimInstagram account and the survey will be distributed via Google Forms to followers of the @humasprovjatim Instagramaccount. The population in this research is the followers of the @humasprovjatim Instagram account. The sample of thisresearch will be taken from followers' who actively like and comment on 68 posts of the @humasprovjatim Instagram accountthat use the tagline "Optimis Jatim Bangkit" during the period August-October 2022. The result of this research is theaverage score on the variable Effectiveness of the Tagline Campaign "Optimis Jatim Bangkit" on Instagram Posts@humasprovjatim (August - October 2023 period) obtained the final weight of the EPIC rate value is 4.10 which if enteredinto the rating scale is included in the effective category. It can be said that the Tagline Campaign "Optimis Jatim Bangkit"on Instagram Posts @Humasprovjatim (Period August - October 2023) is effective in increasing public empathy or trustthrough the tagline campaign "Optimis Jatim Bangkit" on the account's Instagram posts, influencing the level of publicinterest in interpreting the tagline "Optimis Jatim Bangkit”, Making the tagline "Optimis Jatim Bangkit" from the East JavaProvincial Government more prominent than other regional taglines, and high public understanding and the strength of theimpression conveyed by the tagline campaign "Optimis Jatim Bangkit"]]>
<![CDATA[STRATEGI BRANDING DESTINASI WISATA KAWASAN WISATA INTERNASIONAL BINTAN RESORTS PASCA PANDEMI COVID 19 ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.52226
<![CDATA[This study aims to find out how the branding strategy for tourist destinations in the international tourist area of Bintan Resorts after the COVID 19 pandemic was carried out by PT Bintan Resort Cakrawala as the master developer of the Bintan Resorts tourist area by looking at how positioning, differentiation and branding were carried out by PT Bintan Resort Cakrawala. This research is a qualitative research using the case study method. The paradigm used in this study is the constructivism paradigm. Data collection was obtained from interviews, observation and documentation. The results of this study indicate that the positioning strategy developed by PT Bintan Resort Cakrawala is to instill in the minds of tourists that the Bintan Resorts area is a safe area has also made Bintan Resorts the only tourist destination in Indonesia that has received two certifications from the Government of Indonesia and the Government of Singapore. The results showed that the master developer of the international tourist area of Bintan Resorts, PT Bintan Resort Cakrawala has succeeded in carrying out a post-COVID-19 pandemic branding strategy through positioning, differentiation and branding strategies measured based on an increase in the number of tourists and has become a tourist destination trusted by tourists after the COVID-19 pandemic.]]>
<![CDATA[KOMUNIKASI PEMASARAN PRODUK USAHA MIKRO KECIL MENENGAH (UMKM) PADA APLIKASI E-PEKEN DI SURABAYA ]]>
<![CDATA[ The Commercium Vol 6 No 3 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v6i3.52259
<![CDATA[Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi pemasaran produk usaha mikro kecil menengah (UMKM) pada aplikasi E-Peken di kota Surabaya. Peneliti menggunakan teori komunikasi pemasaran 4P dalam menelusuri bagaimana strategi komunikasi yang diterapkan oleh para pelaku UMKM. Penelitian ini menggunakan metode studi kasus untuk mendapatkan data yang relavan dan kredibel. Pengumpulan data dilakukan dengan observasi, wawancara dan dokumentasi dari para informan yang merupakan pelaku UMKM di Kota Surabaya yang menggunakan E-Peken, serta perwakilan dari Dinas Koperasi dan Perdagangan yang menaungi sektor UMKM. Hasil penelitian menunjukan bahwa Para pelaku UMKM di kota Surabaya menggunakan strategi komunikasi pemasaran 4P yang diaplikasikan secara dinamis, sesuai dengan sektor usaha mereka masing-masing diantaranya yaitu Produk dan harga, Promosi produk, tempat usaha dan bukti fisik, serta tim dan keseluruhan proses dalam menjalankan UMKM. Kata Kunci : Komunikasi Pemasaran, UMKM, E-Peken]]>
