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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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Strategi Komunikasi Pemasaran Wisata Edukasi Seni Kampung Dongeng Jombang dalam Membangun Brand Awareness Alfiana, Mita; M.A., Tatak Setiadi,
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64282

Abstract

Kampung Dongeng or what is usually called (KaDo) is one of the arts education tourism destinations among other tourist destinations in Jombang Regency which provides activities that are different from one another. There needs to be a form of interaction so that marketing goals and objectives can be achieved effectively and efficiently through marketing communications. The aim of the research is to find out the marketing communication strategy carried out by Kampung Dongeng Jombang in building brand awareness. The research uses descriptive qualitative methods with a case study approach. Data collection was carried out through in-depth interviews, observation, documentation and literature study. The research results found that the Kampung Dongeng Jombang focuses on 5 aspects, namely promotion through publicity and public relations, Event and Experience, Personal Selling, Internet, And Word of Mouth And Product, price, people, Physical Evidance which supports promotions. The Marketing Communication Strategy to build brand awareness carried out by Kampung Dongeng Jombang Regency was successful and made the people of Unware begin to recognize and be aware of the educational tourism of Kampung Dongeng Jombang.
REPRESENTASI DISKRIMINASI TERHADAP PENYANDANG AUTISME SEBAGAI SAKSI DI PENGADILAN DALAM FILM INNOCENT WITNESS (Analisis Semiotika Charles Sanders Peirce) Silalahi, Sisilia; Tsuroyya
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64383

Abstract

Film is a social phenomenon that has many meanings. One phenomenon that is often raised in films is discrimination and stigmatisation that is also experienced by people with autism. One of the films that tells the phenomenon is Innocent Witness, which tells the story of a person with autism who becomes the sole witness in a murder case. To examine the film Innocent Witness, a descriptive qualitative approach is used using Charles Sanders Peirce's semiotic theory. This theory will be used to find out how the representation of discrimination against people with autism as witnesses in court in the film Innocent Witness. The data used in this research are 2 sequences in the film Innocent Witness in which there are 10 scenes depicting discrimination against people with autism. The results obtained from this research are that people with autism experience environmental discrimination that is not friendly to people with autism. Where people with autism have difficulty being in public places because it is very disturbing to their hearing. People with autism are also discriminated against because they are women with disabilities where patriarchy is still evident in South Korea. The discrimination against people with autism was also done so that the defendant would not be convicted and the reputation of the defence law firm would improve. Later, however, the discrimination against autistic people began to diminish as the truth of the case was finally revealed and the defendant confessed to his actions. Keywords: representation, discrimination, semiotics, autistic people, film, charles sanders peirce semiotic
PENGARUH INSTAGRAM REELS TERHADAP KEPUTUSAN PEMBELIAN SEPATU FASHION THRIFT STUDI PADA FOLLOWERS @CASTLEHOOPS cheyza denanda sasono putri; Anam Miftakhul Huda
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64424

Abstract

Media sosial, terutama Instagram, telah menjadi bagian tak terpisahkan dari kehidupansehari-hari dan memengaruhi proses keputusan konsumen. Instagram Reels, sebagaifitur unggulan, memberikan peluang bagi merek untuk mempromosikan produk secarakreatif dan menarik melalui konten video pendek yang mudah diakses. Penelitian inimengkaji pengaruh terpaan media Instagram Reels pada akun @castlehoops terhadapkeputusan pembelian produk thrift, seperti sepatu bekas. Pendekatan penelitian inimenggunakan metode kuantitatif dengan survei yang dilakukan melalui kuesioner yangdiberikan kepada pengikut aktif akun tersebut. Temuan menunjukkan bahwa eksposurterhadap media Instagram Reels secara signifikan memengaruhi keputusan pembeliankonsumen. Tingkat frekuensi dan atensi terhadap konten Instagram Reels berperansignifikan dalam meningkatkan daya ingat merek dan mempengaruhi keputusanpembelian. Pengujian regresi dan hipotesis mendukung adanya korelasi positif antaraterpaan media dan keputusan pembelian. Temuan ini menunjukkan bahwa strategipemasaran melalui Instagram Reels dapat lebih efektif jika fokus pada peningkatanketerlibatan konten untuk memaksimalkan dampak terhadap konsumen. .
REPRESENTASI KORBAN REVENGE PORN DALAM FILM “LIKE & SHARE” MELALUI ANALISIS SEMIOTIKA ROLAND BARTHES auliya, naufal; oniarianto
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64488

Abstract

The film "Like & Share" directed by Gina S. Noer is a deep portrayal of the impact of sexual violence, particularly revenge porn, on female adolescent victims. The film depicts the dominance of the perpetrator and the powerlessness of the victim, while revealing patriarchal and misogynistic realities. Perpetrators often escape the punishment they deserve, while victims are frequently blamed or subjected to victim blaming. Through Roland Barthes' semiotic analysis, this study examines the representation of sexual violence in the film. Using a qualitative method, the researcher investigates the academic conditions through a critical descriptive approach. It is hoped that this research will make a valuable contribution to Communication Studies and raise awareness and social sensitivity to issues of sexual violence and its impact. Film serves as a tool for artists and filmmakers to express ideas and stories that have the power to influence society.
ANALISIS RESEPSI KHALAYAK TERHADAP ISI PESAN IKLAN “DON’T KNOW KASIH NO” DALAM MEMAHAMI FENOMENA PHISING Armansyah, Adhira Aurelia; Anam Miftakhul Huda
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64534

Abstract

Phishing is one of weak internet security as a service provider for ease and speed of information in the digital era. Cybercrime of phishing has occurred the banking industry in Indonesia since 2022. This study analyses the audience's reception of the advertisement "Don't Know? Kasih No!" by BCA. Using Stuart Hall's reception theory, this study explores how the audience interprets anti-phishing campaign message conveyed. The research method used is descriptive qualitative, with data collection techniques through in-depth interviews with seven informants who are BCA customers and have watched the advertisement. The study results showed that four informants were in the dominant-hegemonic position, three informants were in the negotiated position, and no informants were found in the opposition category. This study concludes that each informant has diverse views and understandings of the phishing phenomenon due to differences in background experience, education, environment, and how they think and socialize. This study recommends that the public get involved and contribute to disseminating the Anti-Phishing campaign as a form of taking a role in protecting each other and avoiding fraud.
Personal Branding Food Vlogger Dimas Angga Melalui Sosial Media Instagram @njajantok_sby Sertiana, Indira; Setianingrum, Vinda Maya
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64535

Abstract

With the increasing use of the internet and social media, Dimas Angga utilizes Instagram to review various foods, primarily focusing on local cuisine with his distinctive style. This study aims to describe the personal branding of food vlogger Dimas Angga through his Instagram account, @njajantok_sby. This research is qualitative and uses a case study method. Data were collected through in-depth interviews with Dimas Angga, his manager and videographer team, two followers of the @njajantok_sby Instagram account, as well as documentation and direct observation of his activities on Instagram. The study employs Petter Montoya's personal branding theory, which includes eight key concepts. The findings indicate that Dimas Angga has successfully built a strong personal brand by applying the concepts of specialization and personality, showcasing his unique style with polite eating habits, avoiding excessive trends like mukbang, focusing on street vendors, delivering detailed information, and maintaining a consistent and authentic personality in his content. This approach has not only increased his popularity among Instagram users but has also attracted collaborations with brands in the culinary field. Keywords: Personal branding, Food Vlogger, Social Media, Instagram.
INTERAKSI SIMBOLIK TRADISI GUMBREGAN SEBAGAI MEDIA TRADISIONAL DI ERA MODERN BAGI MASYARAKAT DESA TUNGGUNJAGIR KECAMATAN MANTUP KABUPATEN LAMONGAN Sutrisno; Awang Dharmawan
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64556

Abstract

Gumbregan is a tradition carried out in Tunggunjagir Village, Mantup District, Lamongan Regency. The gumbregan tradition is an expression of people's gratitude for the good fortune that has been given by Almighty God. The gumbregan tradition is a community ritual communication medium in preserving traditional culture that still survives in today's modern era. The aim of this research is to determine the symbolic interactions of the gumbregan tradition as a communication medium for the people of Tunggunjagir village. The Symbolic interaction theory approach, namely mind, self and society by George Herbet Mead was used to find the results of social phenomena that occurred in the Gumbregan tradition of the people of Tungungnjagir Village. This research is qualitative research with a case study method. Data was obtained from observations and in-depth interviews with informants. The results of this research produce (1) Mind, the people of Tungungnjagir Village think that the gumbregan tradition is a medium for community ritual communication. This communication is realized in the form of an expression of gratitude to God Almighty. (2) Self, people's view of themselves and the Gumbregan tradition contains motifs of artifacts, social existence, ideas of mutual cooperation and the formation of ideology and cultural values in society. (3) Society, In this concept, the gumbregan tradition is a projection of society's hopes for being able to raise livestock. Apart from that, there is also the influence of the Opinion Leader in implementing this tradition, namely as a provider of information and outreach to the public to follow this tradition. Keywords: Symbolic Interaction, Indonesian Communication System, Rural Communication, Gumbregan, Tunggunjagir Village
Strategi Personal Branding Budiono Sukses sebagai Food Vlogger dalam Memperkuat Brand Image (Studi Kasus pada Akun YouTube Budiono Sukses) Fadilah, Fahrian Rian; Setiadi, Tatak
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64581

Abstract

This research examines the personal branding strategy of Budiono Sukses (BS), a culinary vlogger, in building a strong brand image through the YouTube platform. Using a qualitative case study approach, the study identifies elements of personal branding, such as specialization in local culinary content, consistency in maintaining quality, and ethics in delivering reviews. Budiono specifically focuses on promoting traditional foods and small eateries that are often underexposed, thereby adding value to his content while reinforcing his identity as a culinary vlogger who supports the preservation of local culinary culture. The findings show that Budiono Sukses’s personal branding strategy successfully creates a close relationship between his audience, culinary business owners, and himself as a content creator. Through a consistent and authentic approach, Budiono has strengthened his brand image not only as a food reviewer but also as a connector who supports the existence of local culinary businesses in the digital space. This research highlights that well planned personal branding can serve as an effective tool to enhance the visibility of UMKM (Micro, Small and Medium Enterprises), expand their digital reach, and create a positive impact on preserving culinary culture in the modern era.
Strategi Humas Direktorat Jenderal Pajak Kantor Wilayah Jawa Timur 1 dalam Meningkatkan Kepatuhan Pembayaran Pajak Tahunan Qozi, Iqbal Zukhrufal; Tatak Setiadi
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64603

Abstract

Taxes is important role in the Indonesian economy and are the main source of state income. The Directorate General of Taxes East Java Regional Office 1 in Surabaya is responsible for ensuring taxpayer compliance. The government has made various efforts to improve taxpayer compliance. With public relations role, DGT educates the public, strengthens relationships with the community, and enhances its positive image to achieve annual tax targets. The observation is intended to identify the public relations strategy of DGT East Java Regional Office 1 in improving annual tax compliance. This observation employs a qualitative descriptive methods with a case study approach. Observers collect data through structured interviews and documentation. The results show that the public relations strategy of DGT East Java Regional Office 1 is effective in improving annual tax compliance. The survey shows that the effectiveness of public relations varies, with the highest peak in 2024 (97.25%) following a decline in 2023. Through the use of social media, education, tax “Kring”, public relations have successfully built a positive image and increased tax awareness in the community.
Pengembangan Potensi Edu Wisata Lontar Sewu Melalui Media Sosial Tiktok Putri, Fernanda Clarissa; Muhammad Danu Winata, S.Sos., M.A., M.Si (Han).
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.64653

Abstract

This research aims to develop the potential of Lontar Sewu Tourism Education through the use of TikTok social media as a promotional and educational platform. Lontar Sewu, known for its natural beauty and cultural richness, has great potential to attract visitors, especially the younger generation. The research method used is a qualitative approach with data collection techniques through interviews, observation and analysis of TikTok content. The research results show that using TikTok can significantly increase Lontar Sewu's visibility. Creative content that displays natural beauty, educational activities and local culture can attract users' attention and increase interest in visits. In addition, the interactions that occur on this platform allow for more effective and participatory promotions. Recommendations from this research include developing an engaging content strategy and collaborating with local influencers to expand promotional reach. Thus, developing the potential of Lontar Sewu Tourism Edu through TikTok can not only increase the number of visitors but also enrich the tourist experience with relevant educational information.

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