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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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Pengaruh Cyber Religion Marketing dalam TikTok @am.event terhadap Minat Beli Tiket Pengajian Agama Ustadz Hanan Attaki. Nur Fadhilah, Dila; Herma Retno Prabayanti
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.v9i1.65980

Abstract

In this digitalization era, social media has become a key medium for disseminating religious messages and marketing activities. The phenomenon of cyber religion utilizes digital platforms like TikTok to distribute religious content widely, while cyber marketing offers an interactive approach that attracts audience attention, particularly generation Z as active social media users. This study aims to analyze the influence of cyber religion marketing conducted by Ayah Amanah event organizer through its TikTok account @am.event on the purchase intention of tickets for Ustadz Hanan Attaki's religious lectures. This research employs a quantitative method by distributing online questionnaires to 100 generation Z respondents, who are followers of the @am.event TikTok account. The linear regression test results show a significant influence with a significance value of 0.00 < 0.05. The hypothesis test reveals that the t-value (8.388) is greater than the t-table value (1.984), meaning Ha is accepted and H0 is rejected. Thus, cyber religion marketing through TikTok @am.event significantly influences the purchase intention for Ustadz Hanan Attaki's religious lecture tickets.
Strategi Komunikasi Pemasaran Karya Musik dalam Mempertahankan Popularitas O.M Adella Indri Novita Sari, Indri; Gilang Gusti Aji
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.v9i1.65982

Abstract

This study analyzes O.M Adella’s marketing communication strategy in maintaining its popularity in the digital music industry. Using a descriptive qualitative approach, the research explores the use of social media platforms such as YouTube, TikTok, and Instagram as primary promotional tools, as well as branding strategies through fan communities and merchandise sales. Data were collected through interviews, field observations, and document analysis. The findings indicate that digital marketing effectively enhances brand awareness through innovative content and collaborations with renowned songwriters. Organized fan community management and digital promotions support sustainable market expansion. These findings provide insights for the music industry on optimizing digital media to maintain market relevance and industry presence.
PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @IBUPEDIA_ID TERHADAP PEMENUHAN KEBUTUHAN INFORMASI PARENTING ( SURVEI PADA FOLLOWERS INSTAGRAM @IBUPEDIA_ID Anggun Herawati, Anggun; Danang Tandyonomanu
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.v9i1.65984

Abstract

The phenomenon of increased social media usage in Indonesia, particularly Instagram, has brought about significant changes in the way individuals access information. One area that has received great attention is parenting, with Instagram accounts such as ibupedia_id having more than 1.4 million followers as of August 2024. This study aims to analyze the effect of using Instagram ibupedia_id on fulfilling parenting information needs. Using a descriptive quantitative approach, 400 respondents were selected through purposive sampling. Data was collected using the G-Form which measures social media usage variables (context, communication, collaboration, connection) and information needs (current, everyday, exhaustive, catching-up need approach). The analysis was conducted using a simple linear regression test showing a significant effect with a significance value of 0.00 <0.05. The results of the analysis show that the use of Instagram ibupedia_id has a significant influence on the fulfillment of parenting information needs, with a calculated t value of (9.873) which is greater than the t table(1.966). This study provides theoretical contributions by strengthening the theory of information seeking behavior (Wilson) in the context of social media, as well as practical benefits for social media account managers in strategizing content that better suits the needs of their audience.
STRATEGI COMMUNITY-BASED MARKETING TOKO BUKU WARUNG SASTRA YOGYAKARTA DALAM MEMBENTUK BRAND LOYALTY Bintang, Hafidz; Oni Dwi Arianto
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.v9i1.65994

Abstract

This study analyzes the community-based marketing strategy implemented by Warung Sastra Bookstore Yogyakarta in building brand loyalty. Using a qualitative descriptive approach, data were collected through in-depth interviews and observations and analyzed based on Juárez’s (2011) community-based marketing theory. The findings reveal that Warung Sastra adapts the eight elements of the theory into three main categories: core elements, programmatic elements, and external elements, tailoring its strategy to the needs of its community and customers. This strategy contributes to the development of brand loyalty, which is divided into two aspects: attitudinal loyalty—customers’ emotional attachment and perception of the community’s value—and behavioral loyalty—reflected in their consistent engagement and transactions. Unlike the original theory, Warung Sastra does not explicitly construct a community identity but allows it to develop organically. These findings affirm that community-based marketing not only fosters brand loyalty but also strengthens the literacy ecosystem. This study has theoretical and practical implications, particularly for the literacy industry and social impact-driven sectors in understanding the effectiveness of community marketing strategies in building sustainable customer loyalty. Keywords: Community-Based Marketing, Brand Loyalty, Warung Sastra, Literacy
Strategi branding SD Al Hikmah Surabaya Untuk Mempertahankan Citra Sekolah Islam Segmen Atas Rahmawati, Farah Nabila; Aji, Gilang Gusti
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.v9i1.65996

Abstract

This research is entitled “Branding Strategy of SD Al Hikmah Surabaya to Maintain the Image of Upper Segment Islamic School”. This study aims to analyze the branding strategy applied by SD Al Hikmah in maintaining the image of the upper segment Islamic school. This research uses a qualitative approach with a case study method. Data were collected through in-depth interviews, observation, and documentation analysis. The results showed that SD Al Hikmah Surabaya implemented a branding strategy through four main stages, namely brand identity, brand personality, brand positioning, and brand communication. The implementation of this strategy is reflected in various programs such as grand opening and trial class, utilization of Sekolahku learning platform, activation of social media especially Instagram, information disclosure, and building harmonious relationships between teachers, students, and parents. This research contributes to the understanding of branding strategies in the context of Islamic education, especially for schools that target the upper segment. The implications of this research can be a reference for other Islamic education institutions in designing effective branding strategies to build and maintain the school's image in the midst of increasingly fierce competition.
Manajemen Produksi Konten Media Sosial Pada Divisi Konten Media Baru TVRI Jawa Timur Balqis, Naila; Aji, Gilang Gusti
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.v9i1.66011

Abstract

This study aims to describe the management of social media content production implemented by the New Media Content Division of TVRI East Java. Multiplatform digitalization requires TVRI, as a Public Broadcasting Institution (LPP), to remain relevant to society. Social media has now become an essential part of terrestrial media, requiring TVRI to adapt and innovate by managing social media effectively. This research employs a qualitative research method. Data collection techniques include interviews, documentation, and observation. The researcher conducted interviews with the three members of the New Media Content Division team at TVRI East Java. The object of this research is the social media production management. The results of this study indicate that the management of social media content production in the New Media Content Division of TVRI East Java aligns with the media production management theory proposed by Terry (1992), as follows: 1) Planning involves facilities and infrastructure equivalent to terrestrial sophistication, with fewer human resources and budget compared to terrestrial, and indicators are achieved independently. 2) Organizing reveals that team members come from diverse backgrounds, leading to differences in perspectives on understanding digital media and mindset shifts. 3) Execution is carried out efficiently with a clear time structure. 4) Quality control is conducted before uploading content, and content monitoring is performed to evaluate the achievement of success indicators.
STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN BRAND AWARENESS CLASMILD Raihan Ramadhan Ahmad Suhada; Fitri Norhabiba
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.v9i1.66054

Abstract

The rapid growth of the cigarette trade has triggered intense competition in both local and international markets. For more than twenty-three years, the brand awareness built by Clasmild has had a significant impact on its ability to compete. This study uses a descriptive qualitative approach to understand the phenomenon of consumer behavior, perspectives, motivations, and actions. The type of research method employed by the researcher is descriptive. Clasmild applies a marketing communication strategy using the four-ps of the marketing mix and the STP strategy to identify consumer characteristics, select the appropriate target market, and create competitive differentiation. Among the eight elements of the promotion mix, five key components are utilized to enhance brand awareness: Advertising, Personal Selling, Interactive Marketing, Sales Promotion, and Word of Mouth.
Komunikasi Publik Dinas Perikanan Kabupaten Gresik dalam Pelaksanaan Peraturan Daerah Tentang Perlindungan dan Pemberdayaan Nelayan Luluk Latifah; Muhammad Danu Winata
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.v9i1.66058

Abstract

Abstrak Penelitian ini menganalisis komunikasi publik Dinas Perikanan Kabupaten Gresik dalam pelaksanaanprogram perlindungan dan pemberdayaan nelayan. Dengan menggunakan teori empat model publicrelations dari Grunig & Hunt, penelitian ini menemukan bahwa komunikasi yang dilakukan menunjukkanmodel komunikasi dua-arah asimetris dan model informasi publik. Model komunikasi dua-arah asimetrisbersifat dua arah tetapi lebih dominan dalam memengaruhi dan mempersuasi nelayan dibandingkandengan hubungan yang seimbang dan setara. Program utama yang dikaji meliputi program pengelolaanpenangkapan ikan dan pemberdayaan nelayan kecil yang dilaksanakan oleh bidang perikanan tangkap.Hasil penelitian menunjukkan bahwa strategi komunikasi publik lebih banyak berorientasi padasosialisasi, Focus Group Discussion (FGD), bimbingan teknis, dan rembug akur nelayan., sementaraketerlibatan nelayan dalam perumusan kebijakan masih terbatas. Oleh karena itu, rekomendasi yangdiajukan mencakup peningkatan efektivitas kelembagaan nelayan, serta adopsi pendekatan komunikasiyang lebih partisipatif untuk meningkatkan efektivitas program perlindungan dan pemberdayaan nelayandi Kabupaten Gresik.
Pengaruh kualitas konten promosi produk skincare terhadap customer engagement (Studi survei pada followers akun instagram @beliacosmetic) Yuliana Lestari; Herma Retno Prabayanti
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.v9i1.66061

Abstract

This study aims to analyze the effect of the quality of promotional content of skincare products on customer engagement on Instagram @beliacosmetic. The research uses an explanatory quantitative method with 100 respondents selected using purposive sampling technique. The focus of the research is two main indicators, namely efficiency and quality of promotional content, during the period January to March 2024. Data was obtained through a questionnaire measured using a Likert scale with reverse values for positive and negative questions. The results show that content quality has a significant influence on audience cognitive, affective, and behavioral engagement, with the behavioral engagement indicator showing the highest average. Based on the results of regression analysis, efficiency and content quality simultaneously contribute greatly to customer engagement.
ANALISIS SELF-DISCLOSURE PADA AKUN KEDUA INSTAGRAM DI KALANGAN MAHASISWA UNIVERSITAS NEGERI SURABAYA Sawaki, Marion Regina; Jauhar Wahyuni
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.v9i1.64373

Abstract

Penelitian ini bertujuan untuk mengetahui pengguna akun kedua Instagram sebagai sarana pengungkapan diri . Pendekatan kualitatif digunakan untuk menggali pemahaman mendalam mengenai menutup diri melalui akun kedua Instagram, dengan teknik pengumpulan data yang meliputi wawancara mendalam dan analisis dokumen. Wawancara mendalam dilakukan baik secara tatap muka maupun melalui media komunikasi online, menggunakan panduan wawancara untuk mendapatkan informasi langsung dari pengguna. Selain itu, analisis dokumen yang mencakup sumber-sumber sekunder seperti penelitian sebelumnya dan artikel terkait menutup diri di media sosial untuk memperkuat landasan teoritis. Hasil penelitian menunjukkan bahwa penggunaan akun kedua Instagram memiliki dampak yang signifikan dalam konteks pengungkapan diri dan interaksi sosial, khususnya di kalangan pelajar. Pembuatan akun kedua sering kali didorong oleh kebutuhan akan privasi, eksklusivitas, dan kesejahteraan mental, yang mencerminkan kompleksitas konsep Johari Window. Penggunaan akun kedua memperluas area terbuka dalam komunikasi interpersonal dan menciptakan ruang tersembunyi di mana individu dapat berbagi pengalaman secara lebih intim. Pengungkapan diri melalui akun kedua tidak hanya memungkinkan individu untuk mengungkapkan dirinya secara lebih bebas dan autentik, tetapi juga mempengaruhi dinamika hubungan interpersonal serta pembentukan ikatan sosial yang lebih dalam. Dengan demikian, akun kedua Instagram menjadi sarana yang relevan untuk menciptakan pengalaman online yang lebih mendalam dan kompleks dalam konteks komunikasi dan interaksi sosial di era digital.

Page 49 of 62 | Total Record : 613

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