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Branding of North Sulawesi tourism through the hexagon of competitive identity Menayang, Alfred Pieter; Marta, Rustono Farady
Jurnal Studi Komunikasi Vol 4, No 2 (2020)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v4i2.2474

This research was motivated by the disappointment of the North Sulawesi Provincial Government, and its people because none of the tourism destinations in the area was included in the list. Phenomenally, North Sulawesi Province in 2018 was named as the Province with best tourism performance in Indonesia, and in middle of 2019, the Likupang Tourism Special Economic Zone in North Sulawesi was designated as one of the five Super Priority Tourism Destinations. This study used the constructivist paradigm with qualitative research methodology aimed to analyse the success of a local government in tourism branding. The theoretical framework of Nation Brand Hexagon was adopted to the provincial level, i.e., the hexagon of competitive identity was used as the parameter to evaluate the outcomes of Branding North Sulawesi Tourism. The core finding of this study was the intertwining of three factors to support the success of North Sulawesi tourism branding, namely: lobbying to the central government, multi-stakeholder involvement management, and integrated marketing communication. This study aimed to understand the importance of Government Marketing for branding North Sulawesi Tourism through the Hexagon of Competitive Identity, namely: governance, investment and immigration, tourism, exports, culture and heritage, and people. From these findings, it can be concluded that the North Sulawesi Provincial Government has performed optimally and simultaneously the hexagon of competitive identity needed in branding its tourism destination, in doing its roles as a lobbyist, as a marketer, and as Catalyst of North Sulawesi Tourism Branding.

INTEGRASI ORKESTRASI PEMASARAN DENGAN FILOSOFI DWI SAPTA PADA KASUS VASELINE HEALING PROJECT Laurensia, Bella; Sitanggang, Hot Junita; Marta, Rustono Farady; Daniar, Agus; Menayang, Alfred Pieter
Jurnal Komunikasi Nusantara Vol 2 No 1 (2020)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v2i1.38

Integrated Marketing Communication as a form of marketing communication strategy in order to build trust, maintain relationships with consumers and stakeholders and benefit the brand. This study aims to determine the application of marketing orchestration in Vaseline activities and the application of the Dwi Sapta Philosophy in Vaseline marketing communication. This type of research is descriptive qualitative using the case study method. Vaseline held a "Vaseline Healing Project" to improve the quality of life of people and provide skin care to the community. Vaseline consistently provides the best for its consumers, ranging from product variations, product quality to the services provided through training of medical personnel and also the mission of improving the skin condition of the community.

INTEGRASI ORKESTRASI PEMASARAN DENGAN FILOSOFI DWI SAPTA PADA KASUS VASELINE HEALING PROJECT Laurensia, Bella; Sitanggang, Hot Junita; Marta, Rustono Farady; Daniar, Agus; Menayang, Alfred Pieter
Jurnal Komunikasi Nusantara Vol 2 No 1 (2020)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v2i1.38

Integrated Marketing Communication as a form of marketing communication strategy in order to build trust, maintain relationships with consumers and stakeholders and benefit the brand. This study aims to determine the application of marketing orchestration in Vaseline activities and the application of the Dwi Sapta Philosophy in Vaseline marketing communication. This type of research is descriptive qualitative using the case study method. Vaseline held a "Vaseline Healing Project" to improve the quality of life of people and provide skin care to the community. Vaseline consistently provides the best for its consumers, ranging from product variations, product quality to the services provided through training of medical personnel and also the mission of improving the skin condition of the community.

Peran Perusahaan Alfamidi Membangun Kepercayaan Diri Difabel Dalam Dunia Kerja Lukas, Theresia; Menayang, Alfred Pieter; Marta, Rustono Farady
Jurnal Komunikasi Profesional Vol 5 No 1 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Dalam dunia perindustrian, keterlibatan difabel masih minim. Keinginan rakyat khususnya kaum difabel ingin penyamarataan hak tidak terkecuali mendapatkan pekerjaan, kesempatan yang sama dengan masyarakat umum. Undang-undang mengatur perusahaan wajib mempekerjakan sedikitnya 1-2% dari total karyawan perusahaan. Penelitian menggunakan teori kognitif sebagai bahan analisa dan pertimbangan terkait kemampuan para difabel beradaptasi dan berkembang dalam dunia pekerjaan berdampingan dengan karyawan normal. Sampel menggunakan metode survei kualitatif deskriptif, kelompok responden ditentukan untuk mendapatkan informasi. Penelitian ini melibatkan 52 pekerja difabel diperusahaan Alfamidi guna penetapan sampel dan data analisa terkait survey yang dijalankan. Hanya 42 responden dapat diolah dengan baik. Hasil survey, data menunjukkan karyawan difabel mendapatkan dukungan positif dilingkungan bekerja, namun hal tersebut belum dapat mengubah rasa percaya diri mereka terhadap kondisi, kemampuan fisik mereka yang terbatas. Selain lingkungan yang mendukung, perusahaan perlu melakukan pendekatan lain bagi kaum difabel bersifat interpersonal untuk dapat lebih membantu kaum difabel beradaptasi dan berkembang lebih baik lagi.

Branding of North Sulawesi tourism through the hexagon of competitive identity Menayang, Alfred Pieter; Marta, Rustono Farady
Jurnal Studi Komunikasi Vol. 4 No. 2 (2020)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v4i2.2474

This research was motivated by the disappointment of the North Sulawesi Provincial Government, and its people because none of the tourism destinations in the area was included in the list. Phenomenally, North Sulawesi Province in 2018 was named as the Province with best tourism performance in Indonesia, and in middle of 2019, the Likupang Tourism Special Economic Zone in North Sulawesi was designated as one of the five Super Priority Tourism Destinations. This study used the constructivist paradigm with qualitative research methodology aimed to analyse the success of a local government in tourism branding. The theoretical framework of Nation Brand Hexagon was adopted to the provincial level, i.e., the hexagon of competitive identity was used as the parameter to evaluate the outcomes of Branding North Sulawesi Tourism. The core finding of this study was the intertwining of three factors to support the success of North Sulawesi tourism branding, namely: lobbying to the central government, multi-stakeholder involvement management, and integrated marketing communication. This study aimed to understand the importance of Government Marketing for branding North Sulawesi Tourism through the Hexagon of Competitive Identity, namely: governance, investment and immigration, tourism, exports, culture and heritage, and people. From these findings, it can be concluded that the North Sulawesi Provincial Government has performed optimally and simultaneously the hexagon of competitive identity needed in branding its tourism destination, in doing its roles as a lobbyist, as a marketer, and as Catalyst of North Sulawesi Tourism Branding.

Peran Perusahaan Alfamidi Membangun Kepercayaan Diri Difabel Dalam Dunia Kerja Lukas, Theresia; Menayang, Alfred Pieter; Marta, Rustono Farady
Jurnal Komunikasi Profesional Vol. 5 No. 1 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Dalam dunia perindustrian, keterlibatan difabel masih minim. Keinginan rakyat khususnya kaum difabel ingin penyamarataan hak tidak terkecuali mendapatkan pekerjaan, kesempatan yang sama dengan masyarakat umum. Undang-undang mengatur perusahaan wajib mempekerjakan sedikitnya 1-2% dari total karyawan perusahaan. Penelitian menggunakan teori kognitif sebagai bahan analisa dan pertimbangan terkait kemampuan para difabel beradaptasi dan berkembang dalam dunia pekerjaan berdampingan dengan karyawan normal. Sampel menggunakan metode survei kualitatif deskriptif, kelompok responden ditentukan untuk mendapatkan informasi. Penelitian ini melibatkan 52 pekerja difabel diperusahaan Alfamidi guna penetapan sampel dan data analisa terkait survey yang dijalankan. Hanya 42 responden dapat diolah dengan baik. Hasil survey, data menunjukkan karyawan difabel mendapatkan dukungan positif dilingkungan bekerja, namun hal tersebut belum dapat mengubah rasa percaya diri mereka terhadap kondisi, kemampuan fisik mereka yang terbatas. Selain lingkungan yang mendukung, perusahaan perlu melakukan pendekatan lain bagi kaum difabel bersifat interpersonal untuk dapat lebih membantu kaum difabel beradaptasi dan berkembang lebih baik lagi.

TRANSFORMASI IDENTITAS KOTA BITUNG DITINJAU DARI CITRA PARIWISATA HEKSAGONAL ANHOLT Jouns Candy Felice Lang; Rustono Farady Marta; Alfred Pieter Menayang
Jurnal Riset Komunikasi Vol 3 No 2 (2020): Agustus 2020
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komuniasi (ASPIKOM) Wilayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38194/jurkom.v3i2.160

Building a city branding means building the city's identity. City branding as a strategy is closely related to the city's identity as it is one of the efforts to communicate the identity of the city and give the difference or unique value for the city. Bitung is known for its identity in the fisheries sector and relies on this sector as a main sector of running the city economy, transhipment and moratorium restrictions, the fishery industry in Bitung becomes a slumped down. Identity as the city of Cakalang is not strong enough to run the economy of the city, so new branding needs to be created for the welfare of society. The research seeks to examine and describe how new identities in the tourism sector in the city of Bitung through hexagonal Anholt. Methods research usesing case studies with a qualitative approach and interpretive paradigm. The establishment of Bitung city identity in the tourism sector through six hexagonal aspects is quite successfully for the tourism image of Bitung city to be better although it needs an increase in some aspects.

Mediamorphosis of Radio Broadcasting on a Drive-in Concert Event during Pandemic Era Vincent Atmadja; Alfred Pieter Menayang; Rustono Farady Marta; Yohanes Nugroho Widiyanto
Nyimak: Journal of Communication Vol 5, No 2 (2021): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Radio listeners in Indonesia amounted to 11.1 million in 2019, which is the highest number in the last 4 (four) years. Radio is one of the broadcasting communication media that is still very effective for entertainment purposes, accurate information, news, advertising, and also educational purposes. Intensified by the existence of radio streaming applications, there has been the development of loyal listeners due to its easier access. The fact that radio broadcasting media is still popular for advertising purposes, PT. Berlian Entertainment then decided to cooperate with Mahaka Radio Integra in marketing and conducting a drive-in concert event. This study aims to analyze the role of Mahaka Radio Integra Broadcasting in marketing and organizing a drive-in concert named after “Danamon New Life Experience”. The paradigm in this study is a constructivist paradigm with sociocultural traditions and qualitative approaches. The method used in compiling this study is Gamson and Modigliani’s Framing Analysis with research theory based on Marshall McLuhan’s Technological Determinism. From various news headlines displayed by online media such as Beritasatu, Kompas.com, JakartaPost, and Tribunews, it can be concluded that the drive-in concert event is the first event which applied health protocols while watching behind the wheel of the car, and enjoying the music. The convergence between online and offline media is one of the innovations for this drive-in concert itself, and this convergence is part of Mediamorphosis. Music lovers who miss watching musical concerts because of the pandemic can enjoy the concert by utilizing the online FM radio signal presented in their cars and can also see the live performance of the musicians behind their wheels.Keywords: Radio broadcasting role, drive-in concert event, convergence, framing analysis, technological determinism, mediamorphosis ABSTRAKJumlah pendengar radio di Indonesia mencapai 11,1 juta pada tahun 2019, yang merupakan jumlah tertinggi dalam 4 (empat) tahun terakhir. Radio merupakan salah satu media komunikasi penyiaran yang masih sangat efektif untuk tujuan hiburan, mendengarkan informasi akurat, berita, iklan dan juga tujuan pendidikan. Ditambah lagi dengan adanya aplikasi streaming radio yang memudahkan pendengar setia untuk terus mengikuti siarannya. Efektivitas periklanan dengan menggunakan media penyiaran radio dilihat oleh PT. Berlian Entertainment yang kemudian memutuskan untuk bekerjasama dengan Mahaka Radio Integra dalam memasarkan Event Drive-in concert yang akan diadakan. Penelitian ini bertujuan untuk menganalisis peran broadcasting Mahaka Radio Integra dalam memasarkan Event Drive-in concert yang diselenggarakan oleh PT. Berlian Entertainment dalam “Danamon New Life Experience”. Paradigma dalam penelitian ini adalah paradigma konstruktivis dengan tradisi sosiokultural dan pendekatan kualitatif. Metode yang digunakan dalam penelitian ini adalah Analisis Framing Gamson dan Modigliani dengan teori penelitian berdasarkan Technological Determinism Marshall McLuhan. Dari berbagai headline berita yang ditampilkan oleh media online seperti Beritasatu, Kompas.com, JakartaPost, dan Tribunews dapat disimpulkan bahwa pemberitaan yang diberikan mengenai acara konser drive-in ini merupakan acara pertama yang dilakukan Berlian Entertainment bersama Mahaka Radio Integra dengan menerapkan protokol kesehatan, menonton di belakang kemudi, dan suguhan musik. Konvergensi antara media daring dan luring menjadi salah satu inovasi bagi drive-in concert ini sendiri, dan hal ini menjadi salah satu bagian dari Mediamorfosis. Pecinta yang rindu menonton konser musik dapat menikmati konser tersebut dengan memanfaatkan sinyal radio FM secara daring yang dihadirkan di mobil masing-masing dan juga dapat melihat musisi yang bermain musik menggunakan sound system secara luring.Kata Kunci: Peran penyiaran radio, konvergensi event drive-in concert, analisis framing, technological determinism,mediamorfosis

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