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All Journal Bricolage : Jurnal Magister Ilmu Komunikasi Communicology: Jurnal Ilmu Komunikasi COMMENTATE: Journal of Communication Management
Lesmana, Dionisius
Universitas Bunda Mulia
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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EKSPLORASI FAKTOR BELIEFS DAN ATTITUDES: KAJIAN TERHADAP SOCIAL JUDGEMENT THEORY DI ERA MEDIA DIGITAL Boer, Rino F.; Lesmana, Dionisius
Bricolage : Jurnal Magister Ilmu Komunikasi Vol 4, No 01 (2018): BRICOLAGE: Jurnal Magister Ilmu Komunikasi
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (27.805 KB) | DOI: 10.30813/bricolage.v4i01.1067

Abstract

Globalization encourages foreign brands to come to Indonesia, one of them is Keds as asneakers shoe brand. One of the problems that Keds faces when it comes to Indonesia is the perceptionabout Keds as a type of shoes even though actually it is a brand of shoes. Therefore, Keds held a “LadiesFirst Since 1916” Campaign not only to celebrate their 100th anniversary, but also to create awarenessabout Keds as the first sneakers brand for ladies since 1916 and to deliver their persuasive messagesthrough promotion activites in the campaign. The aim of this research is to find out Keds customer buyingdecision process based on social judgement theory, where the customer will interpret the persuasivemessages about the promotion activities in the campaign and also to find out the stages of customerdecision buying process. The research method that was used is qualitative descriptive method throughindepth interview with Keds customers. The result shows that the interpretation of the messages throughattiudes/cognitive and beliefs/mental ego involvement is in latitude of acceptance that leads inassimilation effect and it seen in evaluation of alternatives stage in the buying decision process by Kedscustomer.Keywords: buying process, beliefs, attitudes, persuasive
Digital Marketing Rumah Makan Padang Melalui Instagram Berdasarkan Social Construction of Technology Dionisius Lesmana; Gabriella Monique Valentina
COMMENTATE: Journal of Communication Management Vol. 2 No. 1 (2021): COMMENTATE: Journal of Communication Management
Publisher : Lembaga Penelitian, Publikasi dan Pengabdian kepada Masyarakat (LP3M) Institut Bisnis dan Komunikasi LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Technology innovation leads to digitalization through the internet encourages the emergence of social media as a trend in Indonesia, such as Instagram. Nowadays, Instagram optimized as a digital marketing communication media as a form of social construction of technology. Present culinary business often found on Instagram, different from conventional business such as Padang Restaurant which already known before digital era. But nowadays, the present Padang Restaurant pops up and they already have an Instagram account such as Wira Padang Restaurant. This research aims to see the social construction of technology process from Padang Restaurant’s Instagram account as a form of social construction of technology and to see its digital marketing process. This research using a qualitative method with case study approach through depth interview. The result shows that Padang Restaurant’s Instagram account as a social construction of technology form goes through negotiation of Instagram’s users and business owner to reciprocally share information, Instagram’s features and services as a business account are satisfying for the relevance social group and Instagram as a business account entering the closure and stabilization form. The broader context seen in the Instagram user’s habit to upload their food on Instagram and it’s been a trend for business owner to create an Instagram account to receive digital recognition. Digital marketing activities on Instagram seen in branding aspect, executed through contents, tone feeds, caption/style of language, hashtag. Completeness aspect seen through Campsite. Instagram’s functionality is user friendly, interactivity seen through the relation that was built, visual communication seen at color identities for brand recall, Instagram ads and publication by influencer, food blogger as the relevant advertisement, community relations maintained through intense, exclusive approach, connectivity with another media social creates virality.
EKSPLORASI FAKTOR BELIEFS DAN ATTITUDES: KAJIAN TERHADAP SOCIAL JUDGEMENT THEORY DI ERA MEDIA DIGITAL Rino F. Boer; Dionisius Lesmana
Bricolage : Jurnal Magister Ilmu Komunikasi Vol 4, No 01 (2018): Accredited by Kemenristekdikti RI SK No. 28/E/KPT/2019
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (702.502 KB) | DOI: 10.30813/bricolage.v4i01.1651

Abstract

ABSTRACTGlobalization encourages foreign brands to come to Indonesia, one of them is Keds as a sneakers shoe brand. One of the problems that Keds faces when it comes to Indonesia is the perception about Keds as a type of shoes even though actually it is a brand of shoes. Therefore, Keds held a “Ladies First Since 1916” Campaign not only to celebrate their 100th anniversary, but also to create awareness about Keds as the first sneakers brand for ladies since 1916 and to deliver their persuasive messages through promotion activites in the campaign. The aim of this research is to find out Keds customer buying decision process based on social judgement theory, where the customer will interpret the persuasive messages about the promotion activities in the campaign and also to find out the stages of customer decision buying process. The research method that was used is qualitative descriptive method through indepth interview with Keds customers. The result shows that the interpretation of the messages through attiudes/cognitive and beliefs/mental ego involvement is in latitude of acceptance that leads in assimilation effect and it seen in evaluation of alternatives stage in the buying decision process by Keds customer.Keywords: buying process, beliefs, attitudes, persuasiveABSTRAKGlobalisasi mendorong brand asing masuk ke Indonesia, salah satunya adalah Keds sebagai sebuah brand sepatu sneakers. Persoalan yang dialami Keds ketika awal masuk ke Indonesia adalah persepsi bahwa Keds merupakan jenis sepatu, padahal Keds merupakan brand sebuah sepatu. Oleh karena itu, Keds mengadakan Campaign “Ladies First Since 1916” selain untuk merayakan ulang tahun Keds yang berusia 100 tahun, juga untuk memperkenalkan kembali kepada masyarakat bahwa Keds merupakan brand sneakers wanita pertama asal Amerika sejak 1916 serta melakukan penyampaian pesan persuasif melalui berbagai kegiatan promosi dalam campaign tersebut. Penelitian ini dilakukan untuk melihat proses pengambilan keputusan pembelian customer Keds dalam Campaign “Ladies First Since 1916” berdasarkan Social Judgement Theory, bagaimana customer akan memaknai pesan persuasif dalam campaign tersebut yang selanjutnya akan dilihat tahap-tahap dalam pengambilan keputusan pembelian yang dilalui oleh customer. Penelitian dilakukan dengan metode kualitatif deskriptif melalui wawancara mendalam kepada customer Keds. Hasil penelitian menunjukkan bahwa pemaknaan pesan berdasarkan ego involvement kognitif dan mental berada pada latitude of acceptance yang mengarah pada efek asimilasi dan terlihat pada tahap evaluasi alternatif dalam berbagai tahap pengambilan keputusan pembelian yang dilalui customer Keds.Kata kunci: keputusan pembelian, mental,sikap, persuasi
Perspektif Perempuan Dalam Film Mimi Melalui Analisis Wacana Kritis Sara Mills Dionisius Lesmana; Gabriella Monique Valentina
Communicology: Jurnal Ilmu Komunikasi Vol 10 No 1 (2022): Communicology: Jurnal Ilmu Komunikasi, Volume 10 No 1 Juli 2022
Publisher : DIII Prodi Humas Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMMUNICOLOGY.10.6.2022

Abstract

Individual authority can affect the power of other individuals over themselves based on knowledge and experience in society, especially women from marginalized groups in India who are depicted in the Mimi movie which tells the story of a surrogate mother who experiences injustice. The phenomenon against women from marginalized groups is still a long scourge so that an elaboration and understanding of it is needed to solve the occurred problem. The objective of this research is to describe the perspective of women in the Mimi movie through Sara Mills' Critical Discourse Analysis. This research uses a qualitative method through Sara Mills' Critical Discourse Analysis based on the subject, object, and audience’s position. The results of the study show a standpoint that associates the relations of the uppe class society as "masters" and women from the marginalized group as "slaves" who often experience injustice, bullying, harassment, manipulation, and threats. The situated knowledge concept lies in placing women as people who are exploited as commodities. The sexual division of labor concept limits women's potential to have a career according to their expectations and live life in society with the role as a mother who gives birth and take care of her children.
Co-Authors Boer, Rino F. Gabriella Monique Valentina Gabriella Monique Valentina Rino F. Boer