Sintesa

PENGARUH TERPAAN PROMOSI ONLINE INSTAGRAM TERHADAP LOYALITAS KONSUMEN PADA “SAMBAL BU RUDY”

Gantari Shafa — 2025-02-01

In the midst of increasingly fierce business competition, companies must utilize online promotions to encourage first purchases and ensure customer satisfaction, which in turn can motivate repeat purchases and increase consumer loyalty. This study aims to determine the effect of exposure to online promotions on Instagram @pusol.burudy on consumer loyalty. The method used is a survey with a sample of 100 respondents, which measures the effect of online promotions through frequency, attention, and duration on consumer loyalty, which includes repeat purchases, product recommendations, and disinterest in competing products. In this study, stimulus-response (S-R) theory plays an important role, which states that stimuli such as online promotions can trigger certain responses such as consumer loyalty. The findings showed that the majority of respondents agreed that they were exposed to online promotions while viewing content on Instagram @pusol.burudy. In addition, respondents also showed high loyalty to Sambal Bu Rudy products. In conclusion, online promotion through Instagram @pusol.burudy has a significant effect on consumer loyalty, which supports the stimulus-response (S-R) theory.
Keywords: Online Promotion Exposure¹, Consumer Loyalty², Instagram³

DEKONSTRUKSI STIGMA PSK DALAM NOVEL PEREMPUAN DI TITIK NOL KARYA NAWAL EL SAADAWI

Aryo Aji Septrian — 2025-02-01

This research aims to identify and describe the forms of deconstructive messages of the stigma of sex workers found in the novel Women at Point Zero by Nawal El Saadawi, based on the five basic assumptions of feminist standpoint theory proposed by Nancy Hartsock. (West & Turner, 2010). The findings were then analyzed using the critical discourse analysis approach by Sara Mills, determining the subject-object and reader-writer positions. In this novel, Firdaus as the main character positions herself as the subject or narrator. As someone who occupies the position of subject, Firdaus has the opportunity to describe and narrate her perspective, experiences, and actions as a woman working as a sex worker. Firdaus's perspective, experiences, and actions represent her resistance against the system of male power dominance. Through this representation, Firdaus deconstructs the stigma surrounding sex workers, which is conveyed through quotes, sentences, and dialogues delivered by Firdaus in her role as subject or narrator. The object in this novel is men in general, and the position of the object will change according to the background of the issues narrated by Firdaus. Meanwhile, the reader's position is to understand and feel Firdaus's struggle in deconstructing the stigma of sex workers through his resistance against the dominance of male power, which is depicted through sentences and descriptions in this novel.

KONSTRUKSI KRITIK PERILAKU DISKRIMINATIF MASYARAKAT KOREA SELATAN TERHADAP PENYANDANG AUTISME

Al Hammad Harozim — 2025-02-01

Most of the films and dramas produced by South Korea that tell about romance, but different from dramas that tell about the lives of people with autism spectrum. Drama “Extraordinary Attorney Woo” is one of the dramas with the theme of inspiration and touching in the life of a person with autism spectrum disorder who works at a large law firm. He has a high IQ of 164, an extraordinary memory, and a creative way of thinking but has a low EQ and poor social skills. Despite this, he is the smartest lawyer in South Korea with an autism spectrum disorder. This study aims to reveal the public perspective on autism spectrum disorder sufferers in the drama “Extraordinary Attorney Woo”. This research is motivated by the phenomenon of people with autism who often get discriminated against by their environment. Reality autism spectrum disorder described in the drama “Extraordinary Attorney Woo” is the focus of this research. The drama will be analyzed using John Fiske's semiotic theory. The results of this study indicate that in the drama "Extraordinary Attorney Woo" the public's view of people with autism is that all people with autism are not worthy of having a life like humans in general. Society still discriminates against people with autism in various environments such as schools, social environments, and work environments. In this drama, people with autism spectrum disorder are depicted as geniuses and have a high sense of humanity. People with autism spectrum disorder are able to have a high level of intelligence if done with the right therapy and training.

Keywords: Discrimination, Autism Spectrum Disorder, Drama

PERAN TEKNOLOGI KOMUNIKASI DALAM MENINGKATKAN EFEKTIVITAS PEMASARAN DIGITAL PADA GENERASI Z

Sheron Mariana Alezandra Engelbert — 2025-02-01

The transformation of communication technology has significantly altered digital marketing strategies, particularly in targeting Generation Z, known as "digital natives." This generation exhibits unique characteristics, such as a preference for engaging visual content, personalized approaches, and support for brands prioritizing sustainability and social values. As consumers raised in the digital era, Generation Z leverages social media platforms like Instagram, TikTok, and YouTube not only for entertainment but also to seek information and make transactions. This study examines the role of modern communication technologies, including artificial intelligence (AI), data analytics, and marketing

automation, in shaping effective strategies for Generation Z. Findings reveal that technological advances play a major role in shaping society, including the way humans communicate and adapt. Additionally, sustainability and brand authenticity are crucial in fostering consumer loyalty. Generation Z supports brands that openly commit to transparent, environmentally friendly, and ethical practices. The role of AI, such as chatbots and predictive analytics, is also significant in enhancing consumer experiences by offering responsive interactions and relevant personalization. The conclusion of this study emphasizes the importance of technological innovation in digital marketing strategies so as to create a profitable thing in the form of a stronger and sustainable relationship with Generation Z. Companies that are able to integrate technology, sustainability, and personalization in their approach will have a competitive advantage so that changes are created in the form of a growing market.

Keywords: Generation Z; Digital Marketing; Communication Technology; Personalization; Sustainability

PERGESERAN MEDIA BERKAMPANYE PROGRAM KELUARGA BERENCANA (KB)

Nanda Delia Salsafila — 2025-02-01

This study examines the shift in media used in Indonesia's Family Planning (KB) Program campaigns, transitioning from analog to digital media. Initially, the KB program relied on television as the primary medium for delivering messages through public service advertisements (PSAs) with an audio-visual format. Television was considered effective due to its ability to reach a broad audience, utilizing a combination of visual elements, sound, and motion to make campaign messages more comprehensible and memorable. However, the advancement of information and communication technology has driven a transition towards digital media, such as social media, websites, and mobile applications, offering greater flexibility, wider reach, and interactivity with audiences. Digital media also allows for more personalized and relevant messaging, especially for younger generations who are more familiar with technology. Nonetheless, print media, such as brochures and booklets, still play a crucial role in reaching areas with limited internet access due to their simplicity and appealing visuals. This research employs a qualitative approach based on literature reviews to analyze the role of media transformation in KB Program campaigns. The results indicate that combining traditional and digital media is an optimal strategy for enhancing campaign effectiveness. This shift reflects an adaptation to the changing behavior of modern society and technological advancements, ensuring the KB Program campaigns remain relevant and inclusive across diverse regions.

Keywords: Family Planning Program; digital media; analog media; public service advertisements; media transformation

STRATEGI PEMASARAN POLITIK CALEG PEMULA ERI IRAWAN DALAM MEMBANGUN CITRA POLITIK DI KOTA SURABAYA

Andre Muslim Suriyadi Putra — 2025-02-01

ABSTRACT

This study focuses on digging deeper into how the political communication strategies of politicians build their image in the eyes of the public, by using the concept of political marketing it will certainly make it easier for political actors to build an image in the eyes of the public, there are several indicators that support political actors in building an image including: publicity, political campaigns, and personal branding. By using a descriptive qualitative research method, researchers will get answers by interviewing one of the political actors in Surabaya, in the results of the study there are several aspects and stages that drive an image of political actors such as going directly to the field and building cooperation with local community leaders, in addition to building cooperation with local community leaders, political actor Eri Irawan also builds a conclusion of the relationship long before the election period begins so that it is easier to be recognized by the public. In conclusion, Eri Irawan's political image has been formed long before entering the world of politics because Eri Irawan has gone into the field by helping the community in solving social problems in his area.

Keywords: Political Communication, Political Marketing, Political Campaings, Eri Irawan, Image of Political

INTEGRASI KOMUNIKASI DALAM KAMPANYE MARKETING TERPADU UNTUK LAYANAN KONSULTASI PENDIDIKAN

Gusti Anugerah Muhammad Sutisna — 2025-02-01

Improving the quality of integrated marketing communication has become one of the main priorities for educational consultants in facing the challenges of globalization and rapid technological development. This study aims to explore the role of data-driven, empathetic, and technology-based communication strategies in enhancing client satisfaction and trust in the services provided by educational consultants in

Surabaya. The research uses both quantitative and qualitative approaches through surveys, in-depth interviews, and literature analysis. Fifty respondents, consisting of individual clients and educational institutions, participated in this study. The results indicate that the majority of clients appreciate the data- driven approach used by educational consultants, with 75% of respondents feeling assisted in making educational decisions through the use of statistical data and current trends. Additionally, the empathetic approach has been shown to significantly contribute to client satisfaction, with several respondents reporting positive experiences when consultants demonstrated empathy in communication. Technology also plays an important role in the effectiveness of communication. Sixty-five percent of clients stated that the use of digital platforms, such as educational consultation applications and webinars, made it easier for them to access relevant information efficiently. These results highlight the importance of integrating technology into the integrated marketing communication strategy to strengthen the relationship between consultants and clients. Factors such as message clarity, response time, and information transparency were identified as key determinants in building trust and long-term relationships with clients. Consultants who can convey messages clearly and promptly are able to create a satisfying experience for clients, thereby increasing their loyalty to the educational consulting services. This study makes an important contribution to the marketing and communication literature, especially in the context of education. The findings are not only relevant for educational consultants but also for other marketing practitioners who wish to adopt an integrated communication approach to improve their service effectiveness. The conclusion emphasizes that effective communication requires a combination of data- driven approaches, empathy, and technology to meet client expectations in the digital era. Thus, this study offers practical insights that can be implemented by educational consultants in designing better communication strategies. For future research, it is suggested to expand the scope of the study by involving more respondents from various cities and institutions to obtain more comprehensive results. This is expected to provide a broader understanding of the dynamics of integrated marketing communication in the education industry in Indonesia.

Keywords: Marketing Communication, Client Satisfaction, Technology Communication, Marketing Campaign, Educational Consultant.

ANALISIS KAMPANYE TENTANG DOXING DALAM UPAYA MENJAGA DATA PRIBADI DI MEDIA SOSIAL

Putri Mellania — 2025-02-01

This study aims to analyze the #PrivacyMatters campaign conducted by Instagram in an effort to protect users' personal data and prevent doxing practices on social media. In using social media, society is required to constantly update their daily lives by sharing them using features available on these platforms. The term "doxing" became popular in the 1990s, when hackers would gather personal information of individuals targeted in hacking attacks. Doxing, referring to the act of spreading someone’s personal information without consent, is a serious threat in the context of digital privacy. Given the importance of protecting personal data, this campaign focuses on educating users to pay more attention to their privacy settings and data safety. This research uses a qualitative approach with a content analysis method to explore the effectiveness and impact of the campaign. Data is collected through the analysis of campaign content, which includes examining the types and formats of content, hashtag usage, message strategies, communication styles, and surveys measuring user responses to the messages delivered. The findings of the study indicate that the #PrivacyMatters campaign successfully increased user awareness of the importance of protecting their personal data and reduced risky behavior related to sharing personal information. However, challenges in reaching all segments of users who are less concerned with privacy remain a barrier. The study concludes that campaigns like this need to be conducted continuously and updated to address changes in user behavior and platform policies. As a recommendation, social media platforms like Instagram need to continually strengthen privacy education strategies and collaborate with various parties to create a safer digital ecosystem. Overall, while Instagram provides limited control over personal data, users need to be cautious when sharing sensitive information and understand the platform's privacy policies.

Keywords: Campaign, Doxing, personal data, Instagram Social Media

STRATEGI KAMPANYE NON KOMERSIL DALAM ILMU KOMUNIKASI UNTUK MEMBANGUN KESADARAN PUBLIK

Delvira Nurul Aini Yuliandari Harahap — 2025-02-01

Social media has become a very effective communication platform in conveying messages to a wide and fast audience. In the context of non-commercial campaigns, social media offers a great opportunity for organizations and individuals to raise public awareness of social, environmental, health and other issues at relatively low cost. Social media allows the dissemination of information in real-time and reaches audiences in various regions without requiring large costs. The findings of this research show that Indonesia has a very high number of social media users, making social media an ideal platform for implementing non- commercial campaigns. This research uses a qualitative approach with data collection methods in the form of case studies, interviews and content analysis. The aim of this research is to analyze non-commercial campaign strategies in the field of communication science, with a focus on the use of social media, influencer involvement, and the application of attractive visual content to build public awareness. The research results show that an effective campaign strategy involves creating content that is not only informative but also emotional and relevant, capable of arousing audience attention and empathy. Additionally, audience engagement through active interactions on social media, such as comments, content sharing, or participation in online activities, has been proven to significantly increase the impact of campaigns. The use of strong visuals, such as images, videos or infographics, plays an important role in attracting attention and making it easier to convey messages. On the other hand, the involvement of influencers who have many fans who are able to convey the campaign message well is also a key factor in expanding the reach and effectiveness of the campaign. This research concludes that planned, creative and relevant strategies make social media a very effective tool in building public awareness while encouraging active community participation on important issues.

Keywords: Social Media, Campaign, Influencer, Communication Science, non-commercial

ANALISIS KOORDINASI PESAN DAN DAMPAK KAMPANYE TERPADU

Tansia Trisyeling — 2025-02-01

An integrated campaign, as part of Integrated Marketing Communication (IMC), plays a crucial role in delivering cohesive and impactful messages, as illustrated by the #PerempuanBermakna campaign by Asuransi Astra. This campaign aligns with strategic efforts to enhance gender equality and financial literacy, reflecting both societal and corporate priorities. By leveraging IMC, the campaign integrates digital and traditional media to connect with a broader audience, emphasizing the importance of coordinated messaging. This study aims to analyze the effectiveness of coordinated communication in influencing audience cognition, attitudes, and behaviors, as well as its long-term impacts. It is intended to serve as a reference for Asuransi Astra or other companies in designing future integrated campaigns. Using a literature review and document analysis, the study examines prior research and campaign data to evaluate message integration and audience responses. The #PerempuanBermakna campaign successfully raised awareness about women's roles in financial and health management, as evidenced by high engagement on social media and community participation in various events. Activities included seminars, social media challenges, and collaborations addressing breast cancer detection and financial education for female entrepreneurs. Employing the AMEC Framework, the campaign achieved clear objectives, significant audience reach, and measurable outcomes such as improved brand loyalty and enhanced financial literacy. The findings highlight that integrating social and financial themes increases the campaign’s relevance, while active community involvement amplifies its positive impact. However, the long-term effectiveness depends on the consistency between the campaign's messages and customer experiences with the services. This study underscores the importance of comprehensive message coordination in fostering meaningful engagement and achieving organizational objectives. Further analysis is necessary to explore the campaign's impact on decision-making habits and the sustainability of its outcomes.

Keywords: Integrated campaign, Communication, Integrated marketing, Insurance

ANALISIS KAMPANYE KOMERSIAL MEDIA SOSIAL SEBAGAI MEDIA PROMOSI DALAM MENDUKUNG PERKEMBANGAN BISNIS UMKM INDONESIA

Wilhelmina Sao — 2025-02-01

In the current technological era, it is certainly an advantage for the community in their daily activities. Today's technological advances are considered to be able to reduce the burden of community activities because the technology is considered to have created many updates for more effective and efficient community activities, especially for Indonesian MSMEs, which with the presence of their businesses can help raise the economic level in Indonesia. In addition, social media today is considered to be included in the category of commercial campaigns because the attention given from social media users to a product marketed by MSMEs through social media provides significant benefits, one of which can be felt in Eat Sambal MSME products that we often encounter in the TikTok application. This research uses the Descriptive Qualitative method presented in the Research Methods subchapter. This research was conducted through a benchmark experiment to describe the urgency of the importance of social media promotion media in collaboration with local MSMEs. This research also tries to conduct an in-depth description of the utilization of social media in the business sector that social media has various advantages if a user can utilize social media properly according to its function. The findings that were successfully found in this study are in the form of advertisements that can affect people's purchasing power due to an interest that people have in these advertisements. Commercial promotions can also have a good and broad impact on every social media user. The main objective of this research is that apart from being able to utilize social media as a promotional tool, Indonesian MSME activists must also be able to control and present good and correct promotions in accordance with policies and regulations related to society.

Keywords: MSMEs, Promotion, Social Media, Eat Sambal