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Martinus, Handy
Bina Nusantara University

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Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project Martinus, Handy; Chaniago, Fachmi
Humaniora Vol 8, No 3 (2017): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v8i3.3678

Abstract

The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.
Public Relation Strategy in Improving Brand Awareness of Bright Gas 5,5 kg at PT Pertamina (Persero) Mor III Martinus, Handy; Angelina, Dinda
Humaniora Vol 9, No 3 (2018): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v9i3.4736

Abstract

The purpose of this research was to know the strategies used by public relations of PT PERTAMINA (Persero) MOR III to improve brand awareness of 5,5 Kg Bright Gas product, which was new. The research used a qualitative descriptive method by case studies, which had restricted clearly through the existing focus research. The technique of data collection also acquired through a semi-structured interview, observation, documentation, and research reference. This research would respond to the strategy of public relations of PT PERTAMINA (Persero) MOR III to improve brand awareness of 5,5 Kg Bright Gas product. Attainment from this research told that public relations of PT PERTAMINA (Persero) MOR III have done PENCILS strategy to improve brand awareness of 5,5 Kg Bright Gas product. It concludes that public relations have done all of PENCILS strategy, however, the implementation of the strategy is not yet fully maximum. There are still many things that need to be considered related to planning strategy which is more complete and ready.
Analisis Perilaku Pemilih pada Pemilihan Gubernur DKI Jakarta Periode 2012-2017 Martinus, Handy
Humaniora Vol 4, No 1 (2013): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v4i1.3418

Abstract

This research is an exploratory qualitative approach using secondary data from the Indonesian Survey Institute (LSI), which aims to identify the voters’ behavior of Jakarta Governor candidates period 2012-2017. The results showed that the implementation of the election was considered by the respondents Honest-Fair (JURDIL) and quite satisfying. The selection was won by Joko Widodo – Basuki Tjahaja Purnama. However, the numbers did not reach half of the voters. Therefore, the election took 2 rounds. For Governor-Vice Governor couples socialization, both the majority and not overtaken, Fauzi Bowo – Nachrowi achieved top ranking with very significant. But apparently, successful socialization of media did not match with the victory in the election. This study aims to determine the behavior of voters in Jakarta governor election. The result, in contrary, shows that the couple in number two socialization won the election. For the popularity, it was not in tune with the socialization. Personally, the popularity of Joko Widodo topped more than the incumbent. It is believed that the performance and imaging of Joko Widodo as mayor of Solo viewed favorably by the public. Close relationship with lower level people and hawkers handling gained the voters’ sympathy. Regarding the evaluation of the incumbent, the majority responded quite satisfied because they could understand the complexity of the Jakarta capital region. But ironically, the majority answered there is no change during the leadership of the incumbent governor. Voters preference based on gender, religion, ethnicity, and age in majority chose the couple of Joko Widodo – Tjahaja Basuki Purnama. 
Analisis Industri Retail Nasional Martinus, Handy
Humaniora Vol 2, No 2 (2011): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v2i2.3193

Abstract

Fast moving in retail industry is the latest trading industry in trading chain. The study is to identify the condition of retail industry in Indonesia. This uses normative juridical approach. The research material is gathered by literature or document review. The analysis for modern retail industry is conducted through qualitative, thus explaining law material gathered from library being selected, arranging systematically, and finally getting conclusion figured to answer problems related to the rules for monopoly and dysfunction business competition in retail industry. The study result showed that modern market, which so far having a good performance, will have challenges. One biggest challenge is the potential for slow-moving revenue growth as the effects of slow-moving economic caused by global crisis.  
The Effect of Sales Promotion in Social Media on the Students: Purchase Intention of Face Cleaner Water Product Martinus, Handy; Anggraini, Liza
Humaniora Vol 9, No 1 (2018): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v9i1.4101

Abstract

The purpose of this research was to determine the effect and the correlation of sales promotion in social media to purchase intention of L’oréal Paris Micellar Water product. The respondents were Binusian (Bina Nusantara students) class of 2013 majoring in marketing communications. The method was the quantitativeexplanatory method. Simple linear regression analysis in SPSS 23 was used to process the data. The results of this research indicate that sales promotion in social media has a significant effect on purchase intention of L’oréal Paris Micellar Water product to the respondents. Moreover, the correlation is positive.
Kisah Sukses Inovasi Marketing from Commodity Becomes Solution (Studi Kasus Tentang PT Holcim Indonesia Tbk) Martinus, Handy
Humaniora Vol 3, No 2 (2012): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v3i2.3401

Abstract

Cement is a strategic commodity. Indonesia as a developing country continues, cement becomes something absolute. Particularly, in the next few years, infrastructure development continues announced. To it, we need to anticipate the occurrence of scarcity (shortage) of cement to meet the needs in the country in the next couple years. Fears of a shortage of cement in the country are quite groundless. Currently installed production capacity of the national cement industry around 47.5 million tons per year, spreads over nine locations in Indonesia. Meanwhile, the average utilization rate of production capacity cement plant reaches between 80% -85% or about 38-40 million per year. Meanwhile, the current level of cement consumption reached about 33 million tons (still a surplus of about 5-7 million tons). The problem is, if the shortage is met from imports, it could damage the domestic cement industry. Therefore, to meet the interests of industry and consumers, the best way is the expansion of the new plant. And to support the expansion of the factory in the country, clearly requires a major investment. Based on the assumptions above, Holcim as a newbie in the national cement market, which previously bought cement Cibinong also takes part in the national market. Now, Holcim is not half-hearted continuously expanding its new factory in Tuban to increase the strength of its two plants that are already running. A series of innovations in marketing activities are carried out, ie not just treating cement as a commodity but rather providing a range of service solutions to users via the outlet solution that provides aid earthquake resistant building design, material supply multi-brand, as well as a series of cooperation in the process of financing by establishing cooperation to the bank.  
Analisis Perubahan Partai Politik Pemenang Pemilu di Indonesia Martinus, Handy
Humaniora Vol 4, No 2 (2013): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v4i2.3516

Abstract

By three elections in Indonesia, the pattern seen is a change in a very significant political force. It changed not only the party in the first position, but also a different party: three elections produced three different parties that received the most votes. Major political changes in Indonesia have been coloring since the reformation in 1998. The first change occurred in the 1999 election. PDIP evicted Golkar that has ruled for more than 30 years claiming an absolute majority. Then in the 2004 election, the strength of the party with the most votes moved to Golkar. In 2009, a major change occurred again. Top position was taken by Democrats. This article is a study using secondary data from a survey conducted by the Indonesian Survey Institute (LSI) during the period 1 to 12 February 2012 with the population of all Indonesian citizens who have the rights to vote in elections when the survey was conducted. Number of samples taken ranged up to 2,050. Based on the sample, it is estimated margin of error of + / -2.2% at the 95% confidence level. It is concluded that the political change will continue in the 2014 election along with the negative sentiments from Indonesian people against politics and law enforcement today. Election results earlier in some parts of Indonesia showed a progressive trend increasing number of non-voters and swing voters. NasDem and Gerindra are quite prominent in voter mobilization through the air via mass media. Both attract Democrats’ swing voters whom are middle-class which are more intensively following the national news. 
Organizational Communication: Communication and Motivation in The Workplace Ramadanty, Sari; Martinus, Handy
Humaniora Vol 7, No 1 (2016): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v7i1.3490

Abstract

Every human activity was basically driven by the motivation. Work motivation was a condition or an energy that directed employees to achieve organizational goals of the company. Nowadays, the development of organizational communication saw the communication as one of the most dominant and important activity in the organization and it could be able to motivate employees. The purpose of this study was to reveal how the role of the communication that occurs within the organization could give the motivation to employee. The problem of the research was the relationship employee motivation with factors of communication, such as nonverbal communication, interpersonal communication leadership and communication climate. The method used descriptive qualitative method. Methods of data collection of this study were literature study. Research finds that nonverbal communication, interpersonal communication leadership and communication climate have a significant role to form employee motivation. Nonverbal communication has slightly strong role in shaping the positive motivation to employee. The role includes body communication, facial communication and eye communication. Interpersonal communication leader is based on the satisfaction level of information between management and employees. Management and transparency in openness in downward communication under the form of information from superiors are by listening the communication between supervisors and employees are running smoothly. 
Mengupas Motif & Kepuasan Pengguna Blackberry di Indonesia Martinus, Handy
Humaniora Vol 2, No 1 (2011): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v2i1.2949

Abstract

Lately, BlackBerry is familiar in many people, especially due to the publicity of problems between Indonesia?s communication and information ministry and Canada-based BlackBerry developer, Research in Motion (RIM). In doing the research, the writer spread pre-questionnaire to 30 respondents to validity and reliability test. Afterwards, the writer gave the questionnaires to 100 respondents as BlackBerry users in employees? limitation. The result is that there is satisfaction towards information, private identity, integration, and social interaction, and also towards entertainment after using BlackBerry. 
Mengupas Motif & Kepuasan Pengguna Blackberry di Indonesia Handy Martinus
Humaniora Vol. 2 No. 1 (2011): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v2i1.2949

Abstract

Lately, BlackBerry is familiar in many people, especially due to the publicity of problems between Indonesia’s communication and information ministry and Canada-based BlackBerry developer, Research in Motion (RIM). In doing the research, the writer spread pre-questionnaire to 30 respondents to validity and reliability test. Afterwards, the writer gave the questionnaires to 100 respondents as BlackBerry users in employees’ limitation. The result is that there is satisfaction towards information, private identity, integration, and social interaction, and also towards entertainment after using BlackBerry.