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<![CDATA[KORELASI ANTARA EFEKTIVITAS WISATA HERITAGE DENGAN CITY BRANDING KOTA MALANG ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55312
<![CDATA[Penelitian ini bertujuan untuk mengetahui apakah dengan adanya efektivitas dari program wisata heritage dapat meningkatkan city branding dari Kota Malang. Penelitian ini merupakan penelitian kuantitatif yang menggunakan metode survei. Teknik pengumpulan data pada penelitian ini dilakukan dengan menyebarkan kuisioner online lewat platform Google Form. Populasi dari penelitian ini ialah pengunjung Kawasan Wisata Kajoetangan Heritage dengan jumlah sampel sebanyak 236 orang. Adanya penelitian ini menunjukkan beberapa fenomena, baik yang bersifat positif maupun negatif. Lewat penelitian ini, diketahui bahwa Kawasan Wisata Kajoetangan Heritage merupakan program yang efektif. Adanya kawasan wisata ini juga terbukti mampu meningkatkan city branding Kota Malang. Walaupun pengaruh yang diberikan masih berada di angka 39,4% yang artinya sifat dari pengaruh yang ditimbulkan masih tergolong lemah. Di samping itu, terdapat beberapa poin negatif yang masih perlu dibenahi oleh Pemerintah Kota Malang selaku penyelenggara Kawasan Wisata Kajoetangan Heritage. Diantaranya, terdapat kemiripan antara ikon-ikon baru yang ada di Kota Malang dengan ikon-ikon yang telah popular di Kota lain. Hal ini menyebabkan adanya penilaian dari masyarakat yang menganggap bahwa Kota Malang kurang kreatif.]]>
<![CDATA[STRATEGI KOMUNIKASI PERSUASIF OLEH KOMUNITAS PEMUDA BERKAIN SURABAYA DALAM MELESTARIKAN KAIN TRADISIONAL ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55370
<![CDATA[Perkembangan teknologi memberikan kemudahan untuk menemui ketertarikan yang baru dan membuat perhatian masyarakat mudah teralihkan. Hal ini pun berimbas pada pengabaian masyarakat muda terhadap warisan budaya lokal Indonesia, salah satunya kain tradisional. Penelitian ini bertujuan untuk mengetahui tujuan dan strategi yang dilakukan oleh komunitas Pemuda Berkain Surabaya dalam melestarikan kain tradisional Indonesia di kalangan muda. Sebagai penelitian kualitatif, penelitian ini menggunakan metode studi kasus dan paradigma konstruktivis, dengan teori strategi komunikasi persuasif Melvin L. DeFleur dan Sandra J. Ball-Rokeach. Hasil penelitian ini menunjukan bahwa tujuan Pemuda Berkain Surabaya melakukan pelestarian kain tradisional adalah untuk meningkatkan pengetahuan kalangan muda tentang kain tradisional dengan merelevansikan kain tradisional dengan gaya hidup kalangan muda.]]>
<![CDATA[ANALISIS FRAMING PEMBERITAAN PERTIKAIAN KELOMPOK MAHASISWA TIMUR, NTT, MALUKU, DAN PAPUA DI YOGYAKARTA OLEH MOJOK.CO DAN KOMPAS.COM ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55374
<![CDATA[This research explains the media framing of the news of the clashes between NTT, Maluku and Papua students that occurred in Yogyakarta, precisely in the Babarsari area by Mojok.co and Kompas.com in 2022. To achieve the above objectives, a qualitative research method is used with Robert Entmen's framing analysis research type. Where in Robert Entmen's theory. The analysis in this study uses four elements of Robert Entmen's framing analysis, namely defining the problem, estimating the source of the problem, making moral decisions, and emphasizing solutions. Which is then analyzed through the process of data collection, data reduction, data presentation, and conclusion drawing. The presentation of data in this study is in the form of writing and explaining what it is according to the data in the field.]]>
<![CDATA[KOMUNIKASI PEMASARAN MODEL AISAS (Attention, Interest, Search, Action, Share) DALAM STRATEGI MEMBANGUN REPUTASI BRAND DAILYHOTELS.ID ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55377
<![CDATA[His research discusses Dailyhotels.id as a media service to increase partner hotel promotion. Through the media and creative content created, it helps partner hotels excel and stand out among the many existing hotels. Researchers use one of the marketing formulas that are trending in the digital age, namely the AISAS model. This study aims to determine whether the strategies used by Dailyhotels.id in building brand reputation also include the AISAS model (attention, interest, search, action, share). This research uses a qualitative approach and data collection techniques in this study using structured interviews with Dailyhotels.id business actors, namely Founder, marcomm, social media team and marcomm hotel partners. The results of the study were tested using the triangulation technique and tested qualitatively. The results of this study indicate that the use of social media and websites by paying attention to every detail of the content or information uploaded has a significant impact on business partners and the audience. Dailyhotels.id has implemented the AISAS model at each stage as a strategy to build brand reputation. However, the author found that this AISAS model is very flexible because business partners do not always follow the five steps in this order.]]>
<![CDATA[ANALISIS KOMUNIKASI PEMASARAN GRACE AND GLOW MELALUI KANAL MEDIA SOSIAL TIKTOK ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55446
<![CDATA[Online marketing has now become a strategy that is widely used by various brands, including beauty brands. This was also adopted by the Grace and Glow brand. As one of the beauty products that started producing its products in the 2020 pandemic, grace and glow uses a lot of the power of sosial media tiktok in marketing its products. This study aims to find out how the digital marketing communication is carried out by the Grace and Glow team through tiktok content and managing the tiktok account @graceandglow.id. The research method used was the use of descriptive content analysis, which used data analysis and processing of data taken from the research object, namely the grace and glow tiktok account during the period of one month of research. The result of this study is that Grace and Glow uses TikTok as a promotional medium as well as sales for their products, by producing a lot of content containing the theme "Seasonal/Event Related" for posted content, and maximizing the use of the Live tiktok, Tiktok Ads features to be part of a digital marketing communications strategy.]]>
<![CDATA[STRATEGI EVENT MANAGEMENT PT. DBL INDONESIA PASCA PANDEMI ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55452
<![CDATA[This research describes the event management strategies of PT. DBL Indonesia in organizing the Honda DBL With KFC East Java Series North Region 2022 event during the post-pandemic adaptation. To achieve the objectives, a qualitative research method with a case study approach was used. Data collection techniques included observation, interviews, and documentation. The collected data were analyzed through data collection, data reduction, data presentation, and drawing conclusions. The data presentation in this study took the form of written descriptions, presenting the information as it was observed in the field. The results of this research conclude that PT. DBL Indonesia successfully demonstrated adaptive and innovative event management strategies in organizing the basketball event. They built trust among visitors through strict health protocols, created a comprehensive guideline book for post-pandemic event organization, and utilized popular Key Opinion Leaders (KOLs) on social media. Additionally, the well-planned organization of the national student league event contributed to maintaining participant enthusiasm and fostering strong relationships with them. All of these efforts resulted in effective communication and strengthened bonds among participants, students, and supporters of the alma mater]]>
<![CDATA[KONSTRUKSI REALITAS MASYARAKAT BANTARGEBANG ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55470
<![CDATA[Pemberitaan mengenai TPST Bantargebang tidak jarang mendapat sorotan menyedihkan dari media. Namun, untuk memberikan pembanding dari media-media lain yang hanya menyoroti kesengsaraan dan kemiskinan yang ada di TPST Bantargebang, media Asumsi.co melalui program berita Distriknya menghadirkan sebuah tayangan yang ingin memperlihatkan sudut pandang lain dari kehidupan yang ada di TPST Bantargebang. Metode yang digunakan pada penelitian ini ialah Analisis Wacana Kritis dari Teun A. Van Dijk yang mengacu pada 3 dimensi yaitu Analisis Teks, Kognisi Sosial, dan Konteks Sosial. Penelitian ini juga menggunakan dokumentasi, observasi, dan wawancara sebagai teknik pengumpulan data. Hasil dari penelitian menunjukan dalam melakukan konstruksi pada realitas yang ada pada kehidupan masyarakat TPST Bantargebang, media Asumsi.co melupakan beberapa realitas lain yang tidak kalah penting untuk dibahas. Program berita Distrik media Asumsi.co hanya menyoroti bagaimana kemampuan adaptasi yang dimiliki masyarakat TPST Bantargebang, dan melupakan mengapa kemampuan adaptasi tersebut dapat muncul serta melupakan realitas dimana sampah-sampah yang ada di TPST Bantargebang telah dan akan terus mendatangkan banyak dampak pada kehidupan jika tidak segera ditemukan solusi penyelesaiannya. Penelitian ini diharap dapat memberikan referensi maupun bahan literasi mengenai analisis tayangan media dengan menggunakan Analisis Wacana Kritis.]]>
<![CDATA[POLA PEMBERITAAN TRAGEDI KERUSUHAN SEPAK BOLA DI STADION KANJURUHAN PADA SURAT KABAR JAWA POS ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55536
<![CDATA[The tragedy of the football riot at the Kanjuruhan Stadium, Malang, East Java on October 1 2022 resulted in hundreds of fatalities. From this incident, various media were busy reporting on the tragedy of the riot. One of the mass media that reported on the tragedy at the Kanjuruhan Stadium was the Jawa Pos newspaper. This research is intended to find out the pattern of reporting by the Jawa Pos newspaper regarding the football riot tragedy at the Kanjuruhan Stadium for the period 2 October - 20 November 2022. The author applies an analytical modelframing Zhongdang Pan and Gerald M. Kosicki. This study also uses a constructivism paradigm and a qualitative approach. The results of this study indicate that if a pattern is found used by Jawa Pos in presenting the news on the football riot tragedy at Kanjuruhan Stadium. Based on the syntactic structure in terms of the selection of sources, Jawa Pos uses quotes from various sources. From the structure of the script, the Jawa Pos newspaper tries to tell the news of the football riot tragedy at the Kanjuruhan Stadium using the complete 5W+1H element. But in some news there is an omission of one element. Meanwhile, in the structure of the script, thematically, Jawa Pos tends to make additional subtitles in most of its stories to emphasize an issue that the public wants to convey. Finally, the rhetorical structure, Jawa Pos puts more emphasis on photos. The photo was used by Jawa Pos to validate the issues raised in the news. Apart from that, Jawa Pos also highlighted the negligence of the Arema FC implementing committee and its prominence towards the PSSI Extraordinary Congress (KLB) pressure.]]>
<![CDATA[STRATEGI KOMUNIKASI HUMAS (PUSH, PULL DAN PASS) DALAM MEMBANGUN CITRA PERUSAHAAN PELINDO SUB REGIONAL JAWA ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55548
<![CDATA[This research aims to determine how the Public Relat/ions Communication Strategy of Pelindo Sub Regional Java builds the company's image. This is a descriptive qualitative research using a case study method. The descriptive method uses qualitative research with a qualitative approach to produce a systematic explanation and description of the company's activities, namely CSR. Data collection is obtained through observation and in-depth snowball interviews. The results of this study show that Pelindo Sub Regional Java builds its image through CSR activities in Surabaya City through SMEs and Environmental Development. Pelindo Sub Regional Java also uses a public relations communication strategy through the company's social media. Social media plays an important role in the publication process of every company's activities, especially CSR, in building the company's image through Instagram social media.]]>
<![CDATA[KONSEP DIRI FANS K-POP KOREABOO DI SURABAYA ]]>
<![CDATA[ The Commercium Vol 7 No 1 (2023): The Commercium ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/tc.v7i1.55555
<![CDATA[Korean culture and the spread of Kpop nowdays which has increasingly expanded to all corners of the world have resulted in an increasing number of fans from Korean culture and the Kpop genre itself. Among these Kpop fans, there are some of them who are koreaboo. The term koreaboo itself is a discourse that is often used for fans who are more fanatical. This research aims to find out how the self-concept of Koreaboo Kpop fans in Surabaya. This study uses the phenomenological method with data collection techniques in the form of interviews, which then the findings in the interviews are analyzed using the Self-Concept Theory expressed by George Herbert Mead. The results of this research indicate that Koreanboo Kpop fans in Surabaya in the process of forming self-concepts also go through three self-concept ideas put forward by Mead, namely: mind, self, society]]>
