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All Journal Kanal : Jurnal Ilmu Komunikasi Academia Open
Adella Eka Ridwanti
Universitas Muhammadiyah Sidoarjo
Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

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Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic Ainur Rochmaniah; Adella Eka Ridwanti; Asiyatul Ulfiyah; Rachma Sari Octaviani; Ayu Diah Oktaviana
Kanal: Jurnal Ilmu Komunikasi Vol 9 No 2 (2021): Maret
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/kanal.v9i2.1230

Abstract

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.
Semiologi MS Glow for Men: Analisis Iklan Marshel Widianto dan Babe Cabita di Instagram Adella Eka Ridwanti; Poppy Febriana
Academia Open Vol 9 No 1 (2024): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.9.2024.4858

Abstract

This qualitative descriptive study employs Roland Barthes' semiotic analysis to explore and elucidate the representation of glowing skin in the MS Glow For Men advertisement featuring Marshel Widianto and Babe Cabita. The research aims to depict how the portrayal of glowing skin is constructed in the advertisement and its impact. The findings reveal a depiction of a man with radiant, fresh, and brighter skin without altering its natural color. The scenes suggest that using MS Glow For Men enhances confidence and happiness, enabling men to appear more handsome irrespective of body type or skin tone. This advertisement challenges prevailing societal myths by featuring men with diverse characteristics, debunking the notion that skincare ads exclusively showcase individuals with fair skin, ideal body types, and conventional hairstyles. The implications of this study underscore the transformative potential of inclusive representations in beauty advertisements. Highlights : Semiotic Exploration: Unraveling the layers of meaning in the MS Glow For Men advertisement through Roland Barthes' semiotic analysis. Inclusive Representation: Breaking stereotypes by featuring Marshel Widianto and Babe Cabita, showcasing diversity in skin tones, body types, and hairstyles. Transformative Impact: Revealing the advertisement's potential to enhance confidence and challenge societal norms, emphasizing the power of inclusive beauty representations. Keywords: Glowing skin, Semiotic analysis, Beauty advertisements, Inclusivity, Marshel Widianto
Co-Authors Asiyatul Ulfiyah Ayu Diah Oktaviana Poppy Febriana Rachma Sari Octaviani Rochmaniah, Ainur