Articles
<![CDATA[Laman dan Reputasi Lembaga Dalam Membangun Komunikasi dengan Stakeholders ]]>
<![CDATA[Mukaromah Mukaromah]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal The Messenger Vol 8, No 2 (2016): July-December ]]>
Publisher : <![CDATA[Universitas Semarang ]]>
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DOI: 10.26623/themessenger.v8i2.341
<![CDATA[Page is one of the means of communication for a institute that can not be inevitable in the current development of information technology today. The purpose of this study was to find out how the reader's perception of the website educational institutions in communicating their vision and mission. Using the method of qualitative descriptive study the research object Udinus page readers Semarang who are stakeholders. The results of the study reflect on the reader's perception of the page that conveys that reflect Udinus page as a page that is engaged in the field of education with the reputation of the institution which is prominent in the field of information technology. There needs to be improvement in conveying information in the field of entrepreneurship because the eyes of the readers who become informants in this research, news and events related to entrepreneurship has not been managed properly. ]]>
<![CDATA[Emotional branding analysis for the Korean Drama-based tourism locations ]]>
<![CDATA[Amida Yusriana]]>;
<![CDATA[Devi Purnamasari]]>;
<![CDATA[Nalal Muna]]>
<![CDATA[ Masyarakat, Kebudayaan dan Politik Vol. 32 No. 4 (2019): Masyarakat, Kebudayaan dan Politik ]]>
Publisher : <![CDATA[Faculty of Social and Political Science, Universitas Airlangga ]]>
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DOI: 10.20473/mkp.V32I42019.399-410
<![CDATA[City branding is an effort to build a particular image of a city. Semarang is one of Indonesia’s big cities that has not yet succeeded in finding the right brand to represent it. The researcher has conducted a pilot research study that aims to build Semarang’s city branding as The Cinematic City. It is due to Semarang’s background of often becoming a shoot location for famous movies. South Korea is well known because of its pop cultures, such as drama. Drama is one of the main factors that contribute to the increasing number of foreign visitors. They mostly visit popular drama shooting locations as their destinations. These kinds of tourism site are successful at developing emotional branding in the visitor’s minds. Looking at the similarity of South Korea and Semarang will help Semarang to learn a lot from what South Korea has done. This research aims to analyse how emotional branding represented through the Korean drama-based tourism site gimmicks. This research used the Emotional Branding theory by Marc Gobe. It assumed that emotional bonding is an essential thing in terms of engaging the customer and product in a particular phase. The main subjects of this research are the gimmicks in Nami Island. The result shows that the Relationship Aspect fulfilled by changing the theme and properties according to the season. For the Five Senses Experience, it only employs the sense of sight and touch by creating many gimmicks that can be a photo-taking hot spot. The Imagination aspect fulfilled by the unique design of the Emotional Identity put forward, such as the snowman.]]>
<![CDATA[Pengaruh Konten Seleb Tiktok terhadap Tingkat Stres dan Tingkat Kepercayaan Diri ]]>
<![CDATA[Nisa Mahmudah]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal Pendidikan dan Konseling (JPDK) Vol. 5 No. 1 (2023): Jurnal Pendidikan dan Konseling ]]>
Publisher : <![CDATA[Universitas Pahlawan Tuanku Tambusai ]]>
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DOI: 10.31004/jpdk.v5i1.11825
<![CDATA[Masalah kesehatan mental menjadi beban utama banyak individu dikarenakan oleh tekanan pekerjaan, tekanan sosial, dan pemenuhan ekspektasi dari sekitar, upaya untuk mengurangi atau mengatasi nya adalah dengan coping stress, dukungan emosional dari berbagai media secara langsung maupun tidak, bisa dikategorikan sebagai salah satu strategi coping stres karena media sosial seringkali dijadikan wadah untuk mendapatkan dukungan emosional dan melampiaskan permasalahan yang dimiliki oleh pengguna dengan cara berkeluh-kesah di media sosial. Saat menghadapi tekanan, media sosial bisa dijadikan sebagai hiburan, sumber informasi dan alat untuk tetap terhubung dengan orang sekitar. Perkembangan remaja mengenai kepercayaan diri kini dipengaruhi oleh penggunaan aplikasi Tik Tok. Banyak perempuan yang mendukung masalah perbandingan sosial dan penampilan, khususnya pada teman sebaya. Namun, mereka mampu menampilkan literasi media yang tinggi, kepercayaan diri, penghargaan terhadap perbedaan, dan strategi yang mampu mengurangi potensi hubungan negatif antara citra tubuh dan paparan media sosial. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh konten seleb Tik Tok terhadap tingkat stres dan kepercayaan diri. Penelitian ini menggunakan teori the circular model of some. Data primer diperoleh dengan cara menyebar kuesioner melalui link google form. Data sekunder diperoleh melalui penelusuran kepustakaan seperti jurnal-jurnal penelitian, buku, dan jurnal ilmiah terkait penelitian ini. Hasil penelitian menunjukkan bahwa: (1) kepercayaan diri berpengaruh signifikan terhadap tingkat stress (2) kepercayaan diri berpengaruh signifikan terhadap video/konten (3) tingkat stres berpengaruh signifikan terhadap video/konten.]]>
<![CDATA[Terpaan Pemberitaan Klithih terhadap Fear Of Crime dan Kecemasan Masyarakat Berkunjung Ke Kota Yogyakarta ]]>
<![CDATA[Resa Firman Apriaji]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal Pendidikan Tambusai Vol. 7 No. 1 (2023): April 2023 ]]>
Publisher : <![CDATA[LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia ]]>
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<![CDATA[Perkembangan teknologi dan internet saat ini membuat segala urusan dalam kehidupan menjadi lebih mudah, banyak pekerjaan dan aktivitas sehari-hari menjadi lebih mudah berkat perkembangan teknologi dan internet. Salah satu contoh kecilnya adalah dalam hal pencarian berita, dimana saat ini kita dapat mencari artikel berita dengan sangat mudah menggunakan teknologi yang disebut smartphone dengan bantuan internet. Namun terlepas dari kemudahan yang ditawarkan dalam mencari berita, tidak tertutup kemungkinan akan ada efek tertentu yang dapat merugikan seseorang. Salah satunya adalah terpaan berita yang dapat mempengaruhi seseorang dalam hal ketakutan terhadap kejahatan dan kecemasan akibat terpaan berita di media. Tujuan dari penelitian ini adalah untuk mengetahui apakah terpaan berita dapat mempengaruhi seseorang dalam hal ketakutan terhadap kejahatan dan kecemasan yang dapat mempengaruhi keinginan masyarakat untuk berkunjung ke kota Yogyakarta. Penelitian ini menggunakan metode kuantitatif eksplanatori bersifat asosiatif. Sampel dalam penelitian ini adalah 100 responden yang diperoleh dari data kuesioner masyarakat Indonesia. Hasil penelitian juga menunjukkan bahwa terdapat pengaruh yang signifikan terpaan berita klitih terhadap fear of crime dan anxiety.]]>
<![CDATA[Bahasa Inggris ]]>
<![CDATA[Puri Kusuma Dwi Putri]]>;
<![CDATA[Devi Purnamasari]]>;
<![CDATA[Zahrotul Umami]]>
<![CDATA[ Jurnal Ilmiah Dinamika Sosial Vol 7 No 1 (2023) ]]>
Publisher : <![CDATA[Universitas Pendidikan Nasional ]]>
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DOI: 10.38043/jids.v7i1.3768
<![CDATA[This study discusses the tourism potential of one of the villages in Semarang Regency, namely Kemambang Village, Banyu Biru District, Ambarawa, Central Java Province. The existence of tourism potential in Kemambang Village requires special attention from the government and local communities on the importance of marketing communication knowledge in the development of tourism ecology, the application of place making as well as an understanding of the assets owned by each region and the application of spatial practices. The aim of the study was to explore the implementation of communication in the planning and development of tourism ecology and place-making in Kemambang village, Ambarawa, Central Java province. This study employed a qualitative research design method to explore how the concept of creative communication in the digital era can be understood and carried out in the creative communication industry from the perspective of the main stakeholders and uses a case study approach. Data analysis was conducted by reducing data, displaying data, and drawing conclusions. The result of the research show that Kemambang Village has a lot of tourism potential that has not been exposed and optimized due to the lack of awareness of the people of Kemambang Village in understanding the importance of communication for tourism ecology development, place-making, asset needs, and the application of spatial practices in Kemambang.]]>
<![CDATA[Analisis Reaksi Customer Loyal Scarlett Whitening pada Misleading Advertising Paris Fashion Show 2022 ]]>
<![CDATA[Berliana Bunga Priscagita]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal Komunikasi dan Bisnis Vol 8, No 2 (2023): Jurnal Ilmu Komunikasi dan Bisnis ]]>
Publisher : <![CDATA[STARKI ]]>
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DOI: 10.36914/jikb.v8i2.872
<![CDATA[Scarlett Whitening is one of the brands with the highest rating in the Shopee and Tokopedia Market Place with a market share of 18.9%. At the end of February 2022, Instagram was shocked by the news that 10 Indonesian brands, one of which was Scarlett Whitening, had managed to go international and take part in the Paris Fashion Week 2022 event. In fact, this event was misleading information received by the public that these 10 brands were actually attending the Paris Fashion event. GEKRAFS (National Creative Economy Movement) Show. The date for the Paris Fashion Week 2022 event with the Paris Fashion Show 2022 is used by the brand as a marketing strategy. This study used a qualitative method with a case study approach. The theory used in this research is misleading advertising, ambush marketing, customer loyalty, and digital customer experience. The results of this study indicate that loyal customers of Scarlett Whitening do not care about negative news due to misleading advertising about the brand in implementing their marketing strategy because Scarlett Whitening customers are concerned with the quality of products that are considered suitable for themselves and their personal experiences with products from that brand. Abstrak Scarlett Whitening menjadi salah satu brand dengan rating tertinggi dalam Market Place Shopee dan Tokopedia dengan pangsa pasar sebesar 18,9%. Pada akhir bulan Februari 2022 Instagram dihebohkan oleh pemberitaan 10 brand Indonesia salah satunya adalah Scarlett Whitening berhasil go international dan turut dalam event Paris Fashion Week 2022. Faktanya, peristiwa ini merupakan sebuah misleading informasi yang diterima oleh masyarakat bahwa sebenarnya 10 brand tersebut mengikuti acara Paris Fashion Show GEKRAFS (Gerakan Ekonomi Kreatif Nasional). Tanggal pelaksanaan event Paris Fashion Week 2022 dengan Paris Fashion Show 2022 dimanfaatkan oleh brand tersebut sebagai strategi marketing. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus (case study). Teori yang digunakan dalam penelitian ini adalah misleading advertising, ambush marketing, loyalitas pelanggan, dan digital customer experience. Hasil penelitian ini menunjukan bahwa customer loyal dari Scarlett Whitening tidak memperdulikan adanya pemberitaan negatif akibat dari misleading advertising tentang brand tersebut dalam penerapan strategi marketingnya karena pelanggan Scarlett Whitening mementingkan kualitas produk yang dianggap cocok dengan dirinya dan pengalaman pribadinya bersama produk dari brand tersebut.]]>
<![CDATA[Strategi Content Marketing Influencer Melalui Shopee Affiliate Program Pada Instagram ]]>
<![CDATA[Windi Erfiana]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal Ilmiah Komunikasi Makna Vol 11, No 2 (2023): Agustus 2023 ]]>
Publisher : <![CDATA[Program Studi Ilmu Komunikasi FBIK Unissula ]]>
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DOI: 10.30659/jikm.v11i2.28261
<![CDATA[Perkembangan e-commerce di Indonesia meningkat secara signifikan dari tahun 2018 sampai tahun 2021, beragam jenis e-commerce yang didirikan menyebabkan adanya persaingan antar beberapa marketplace yang ada di Indonesia. Shopee merupakan salah satu marketplace terbaik dari implementasi teknologi yang canggih untuk bisnis online. Shopee memiliki program yang paling populer yaitu program pelengkap Shopee , sehingga dapat memanfaatkan strategi content marketing influencer . Tujuan penelitian ini untuk mengetahui strategi content marketing yang dilakukan oleh influencermelalui program Shopee imbuhan di Instagram. Penelitian ini menggunakan metode kualitatif dengan pendekatan analisis isi ( Content Analysis ) dengan teknik pengumpulan data melalui wawancara mendalam, observasi serta hubugan dengan melibatkan informan sebagai sumber informasi. Hasil penelitian ini menunjukan bahwa strategi content marketing menjadi lebih efektif dengan mengimplementasikan enam macam elemen dari content marketing dan terdapat efek positif dari teori stealth marketing melalui unggahan konten pada Instagram, dengan menggunakan teknik dari stealth marketing . Begitu, pemasaran silumanbisa menjadi elemen bauran promosi yang efektif.]]>
<![CDATA[Tingkat Kesiapan Masyarakat Kota Semarang Terhadap Minat Teknologi Era Metaverse ]]>
<![CDATA[Tjan, Gavina Jechonia Santoso]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 7 No 3 (2023): JULY-SEPTEMBER 2023 ]]>
Publisher : <![CDATA[KITA Institute ]]>
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DOI: 10.35870/jtik.v7i3.888
<![CDATA[Metaverse is a virtual world concept where people can create and explore together with other internet users in the form of avatars. The capital city of Central Java, namely, Semarang City is still in the development stage to build a twin city of the Metaverse world, named Semarang City Metaverse City. Mayor of Semarang Hendrar Prihadi has revealed the development of Semarang Metaverse City. The purpose of this study is to determine the level of readiness of the people of Semarang city for interest in using Metaverse technology, especially in generation Y and generation Z. The independent variable used is the level of readiness and the technology readiness index and the dependent variable is interest in using technology. The population in this study were the people of the city of Semarang who were born in 1991 to 2005. The sample in this study used a cluster sampling technique with total of 400 respondents. The method used in this study is quantitative with multiple linear regression analysis techniques. The results of this study indicate that the level of readiness and the technology readiness index have a significant effect on interest in using Metaverse technology.]]>
<![CDATA[Pengaruh Online Customer Review E-Wom Content Marketing pada Keputusan Pembelian UMKM Semarang melalui Tiktok ]]>
<![CDATA[Rizki Alvarizi]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 7 No 3 (2023): JULY-SEPTEMBER 2023 ]]>
Publisher : <![CDATA[KITA Institute ]]>
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DOI: 10.35870/jtik.v7i3.899
<![CDATA[Advertising marketing in commercial applications with marketing requirements cannot be separated from the development of visual communication. The Tiktok application plays an important role in advertising marketing media, and commercial applications such as Instagram and Tiktok can be in the database or storage media for business people in carrying out their business processes. The data obtained shows that UMKM players are still lacking in utilizing promotional opportunities through the Tiktok application, so the research conducted aims to provide information related to opportunities for UMKM players and the Tiktok social media user community in increasing product sales. The research was conducted using quantitative methods, where the data obtained is based on numbers and analysis. The results of the research found in the form of data showing the effect of the level of effectiveness of content marketing on significant purchasing decisions.]]>
<![CDATA[Pengaruh Digital Marketing, Goldilock Effect, dan Loyalitas Pelanggan Terhadap Keputusan Pembelian Online Pengguna Aplikasi Matahari ]]>
<![CDATA[Rheyna Vallerina Kaetza]]>;
<![CDATA[Devi Purnamasari]]>
<![CDATA[ Jurnal EMT KITA Vol 7 No 4 (2023): OCTOBER 2023 ]]>
Publisher : <![CDATA[Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA ]]>
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DOI: 10.35870/emt.v7i4.1318
<![CDATA[Matahari department store which has innovated into the MatahariMall.com application as a digital marketing strategy to improve consumer purchasing decisions. This study aims to analyze the effect of digital marketing, goldilock effect and loyalty of purchasing decisions. This research method is quantitative with primary and secondary data sources. The data collection technique was carried out by distributing questionnaires to 100 samples taken by purposive sampling. Analysis of research data using multiple regression analysis. The results show that digital marketing has a significant positive effect on consumer purchasing decisions as evidenced by the t-count 5,411 and a significance of 0.000 <0.05. Goldilock effect has a significant positive effect on consumer purchasing decisions as evidenced by the t-count 3.818 and a significance of 0.000 <0.05. Consumer loyalty has a significant positive effect on consumer purchasing decisions as evidenced by the t value 2.353 and a significance of 0.021 <0.05.]]>
