scholarly journals KAMPANYE #THINKBEFOREYOUSHARE OLEH ORGANISASI DO SOMETHING INDONESIA UNTUK MENGUBAH PERILAKU GENERASI MILENIAL

2019 ◽  
Vol 4 (1) ◽  
pp. 65
Author(s):  
Arini Aprillia Damiarti ◽  
Trie Trie Damayanti ◽  
Aat Ruchiat Nugrahai

ABSTRACT                 This study aims to find out the planning of the campaign, the design of messages to increase knowledge, design messages to change attitudes, design activities to increase capabilities, and changes in millennial behavior in the campaign #ThinkBeforeYousSHare. This research uses Ostergaard Campaign Model as the basic concept. This research uses mixed methods. Data collection techniques were conducted with in-depth interviews, active participant observation, literature study, and questionnaire using the technique of collecting informants purposive sampling and collecting technique of multistage sampling respondents. Data analysis techniques use mix methods whereas the technique of data validity using source triangulation, validity test, and realibility. The results of this study suggest that the planning of #ThinkBeforeYousSHare campaign through several stages of goal setting, target identification, strategy and tactics, timeline, funding source, committee formation, and evaluation. Then in designing messages and activities to increase knowledge, change behavior, and add skills, brainstorming by the core team which then produce two strategies and tactics that is offline activities in the form of workshops and activities online using social media and photo challenge activities on the website. While the results of changes in millennial behavior on the aspects of cognition and konasi already high enough. But this campaign has not managed to touch the full aspect of public affection so that millenial-generation behavior in the negative social media usage has not changed. Through this research, the researcher suggests Do Something Indonesia to make more detailed design of the campaign, research before designing messages, choose more credible communicators, include content about the victim experience of negative social media use, using influencers / buzzers as a persuasion strategy, in the delivery of messages on social media.Keywords: campaign; campaign planning; campaign message; mixed methods; millenials generation. ABSTRAK Penelitian ini bertujuan untuk mengetahui perencanaan kampanye, perancangan pesan untuk menambah pengetahuan, perancangan pesan untuk mengubah sikap, perancangan kegiatan untuk menambah kemampuan, dan perubahan perilaku generasi milenial pada kampanye #ThinkBeforeYousSHare. Penelitian ini menggunakan Model Kampanye Ostergaard sebagai konsep dasar. Penelitian ini menggunankan metode campuran (mix methods). Teknik pengumpulan data dilakukan dengan wawancara mendalam, observasi pertisipan aktif, studi kepustakaan, dan angket menggunakan teknik pengumpulan informan purposive sampling dan teknik pengumpulan responden multistage sampling. Teknik analisis data menggunakan mix methods sedangkan teknik validitas data menggunakan triangulasi sumber, uji validitas, dan realibilitas. Hasil penelitian ini mengemukakan bahwa perencanaan kampanye #ThinkBeforeYousSHare melalui beberapa tahap yaitu penetapan tujuan, identifikasi target sasaran, strategi dan taktik, timeline, sumber dana, pembentukan panitia, dan evaluasi. Kemudian dalam merancang pesan dan kegiatan untuk menambah pengetahuan, mengubah perilaku, dan menambah kemampuan, dilakukan brainstorming oleh tim inti yang kemudian menghasilkan dua buah strategi dan taktik yaitu kegiatan offline berupa workshop dan kegiatan online menggunakan media sosial dan kegiatan photo challenge pada website. Sedangkan hasil perubahan perilaku generasi milenial pada aspek kognisi dan konasi sudah cukup tinggi. Namun kampanye ini belum berhasil menyentuh aspek afeksi publik sepenuhnya sehingga perilaku generasi milenial terhapa penggunaan media sosial yang negatif belum berubah. Melalui penelitian ini, peneliti menyarankan agar Do Something Indonesia untuk membuat perancangan kampanye lebih detail, melakukan riset sebelum merancang pesan, memilih komunikator yang lebih kredibel,menyertakan konten mengenai pengalaman korban penggunaan media sosial yang negatif, menggunakan influencer/buzzer sebagai strategi persuasi, serta konsisten dalam penyampaian pesan di media sosial.Kata Kunci: kampanye; perencanaan kampanye; pesan kampanye; metode kombinasi; generasi milenial.

Koneksi ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 280
Author(s):  
Shani Dwi Putri ◽  
Suzy Azeharie

One of the features that characterize TikTok social media is its main page called For You Page or FYP. Users who are frequently featured on FYP can become popular and have many followers, known as TikTok celebrities. The strategies used by each TikTok celebrity in forming personal branding tend to be different from one another. This research aims to find out the authentic personal branding that TikTok celebrities want to form in their TikTok accounts and the communication management strategies they are doing to form their personal branding on TikTok. This research is conducted because there has not been any research that discussed communication management strategies to form personal branding on TikTok social media before. The theories used in this research are new media theory, personal branding, and communication management strategy Circular Model of SoMe for Social Communication. The research uses descriptive qualitative research approach with case study research method. The datas are obtained from in-depth interviews with five key informants, non-participant observation, documentation, and literature study. The results show that the communication management strategies carried out by each TikTok celebrity was through their interaction and content. The types of interactions differ according to their personal choices and do not always depend on the category of content they create.Salah satu ciri khas media sosial TikTok adalah halaman utamanya yang bernama For You Page atau FYP. Pengguna yang sering ditayangkan dalam FYP dapat menjadi populer dan memiliki banyak pengikut, disebut sebagai seleb TikTok. Strategi yang digunakan setiap seleb TikTok dalam membentuk personal branding cenderung akan berbeda satu sama lain. Tujuan penelitian adalah untuk mengetahui personal branding autentik yang ingin dibentuk seleb TikTok dalam akun TikTok mereka dan untuk mengetahui strategi pengelolaan komunikasi yang dilakukan para seleb TikTok dalam membentuk personal branding masing-masing di media sosial TikTok. Penelitian ini dilakukan karena belum ada penelitian yang membahas mengenai strategi pengelolaan komunikasi dalam pembentukan personal branding di media sosial TikTok.Teori yang digunakan dalam penelitian ini adalah teori media baru, personal branding, dan strategi pengelolaan komunikasi Circular Model of SoMe for Social Communication. Penelitian menggunakan pendekatan penelitian kualitatif deskriptif dengan metode penelitian studi kasus. Data hasil penelitian diperoleh dari hasil wawancara mendalam, observasi non-partisipan, dokumentasi, dan studi kepustakaan terhadap lima narasumber. Hasil penelitian menunjukkan bahwa strategi pengelolaan komunikasi yang dilakukan setiap seleb TikTok adalah melalui interaksi dan konten. Jenis interaksi yang dilakukan berbeda sesuai kehendak pribadi setiap seleb TikTok, serta tidak selalu bergantung pada kategori konten yang dibuat.


Jurnal Signal ◽  
2018 ◽  
Vol 6 (1) ◽  
Author(s):  
Fitria . ◽  
Mukarto Siswoyo ◽  
Welly Wihayati

AbstrakPenelitian berjudul “Strategi Hubungan Masyarakat Seksi Informasi dan SaranaKomunikasi Keimigrasian (Fosarkim) dalam Menangani Pengaduan PelayananPaspor di Kantor Imigrasi Kelas II Cirebon” ini bertujuan untuk mengetahuistrategi hubungan masyarakat Seksi Fosarkim dalam menangani pengaduanpelayanan paspor, apa saja bentuk pengaduan pelayanan paspor yang disediakanoleh Kantor Imigrasi Kelas II Cirebon, dan bagaimana upaya yang dilakukan olehSeksi Fosarkim dalam menangani pengaduan pelayanan paspor. Penelitiandeskriptif kualitatif ini menggunakan teknik pengumpulan data observasi nonpartisipan, wawancara mendalam, dokumentasi, dan studi kepustakaan. Penelitiandilakukan di Kantor Imigrasi Kelas II Cirebon Jalan Sultan Ageng TirtayasaNo.51, Desa Kedung Dawa, Kecamatan Kedawung, Kabupaten Cirebon, denganinforman yaitu Kepala Seksi Fosarkim dan Kasubsi Komunikasi, serta masyarakatpemohon paspor. Dengan hasil penelitian: 1) Strategi humas yang diterapkanadalah dengan memfokuskan kepada pelayanan yang maksimal dan menerapkanprogram-program sesuai tujuan sebelumnya, serta melakukan 3 langkah humasdalam menangani pengaduan pelayanan paspor; 2) Bentuk pengaduan yangdisediakan adalah melalui SMS Gateaway, Nomor Handphone Kepala Kantor,Kotak Saran, Email dan Websiteresmi Kantor, sertaSocial Media sepertiInstagram dan Twitter; 3) Upaya yang dilakukan yaitu dengan meningkatkan lagisosialisasi-sosialisasi ke berbagai daerah dan berbagai kalangan.Kata kunci : strategi hubungan masyarakat, pengaduan, pelayanan, KantorImigrasi.109AbstractThe research entitled strategy of public relations of communication andimmigration information (Fosarkim) in complaint handling passport service at theOffice of the Immigration Class II Cirebon aims to find out how the strategy ofpublic relations Fosarkim Section in complaints handling passport services, whatthe forms of complaints passport service are provided by the Office of theImmigration Class II Cirebon, and how the efforts are made by the FosarkimSection in complaint handling of passport service at the Office of the ImmigrationClass II Cirebon. This qualitative descriptive method research using datacollecting technique by non participant observation, indepth interview,documentation, and Literature Study. The research has been conducted at theOffice of the Immigration Class II Cirebon, Jl. Sultan Ageng Tirtayasa, DesaKedung Dawa, Kecamatan Kedawung, Kabupaten Cirebon with informans areHead Of Fosarkim Section, Kasubsi Communication, and customers applicationpassport. The results of these research are: 1) The strategy of public relationsapplied is to focus to the maximal service and implement the programs accordingto the previous goals, and doing 3 steps problems solving by public relations incomplaint handling passport; 2) The forms of complaints provided are SMSGateaway, Head Office Phone Number, Suggestion Boxes, Email and OfficialWebsite of Office, and Social Media such as Instagram and Twitter, 3) The effortsdone by Fosarkim Section has to increase more the socializations to variousregions and various circles.Keywords: Strategy, Public Relations, Complaints, Service, Passport


2019 ◽  
Vol 14 (1) ◽  
pp. 77
Author(s):  
Ida Ayu Ratih ◽  
Anggara Putu Dharma Putra ◽  
Putu Kussa Laksana Utama

<p>In Hindu, someone who is born to coincide with wuku wayang is a child who falls into the category of "cemer", because it has the same birthday as Bhatara Kala. Bhatara Kala will eat every child who has the same birth day as him, so to avoid the pursuit of Bhatara Kala every child is required to carry out the Sapuh Leger Ceremony. This study aims to address several issues including: (1) The procession of the Sapuh Leger Ceremony, (2) Application of the teachings of Manusa Yadnya, (3) the meaning of symbols in the Sapuh Leger Ceremony in the Padang Griya Environment, Padangsambian Village, West Depasar.</p><p>This type of research is qualitative, with the determination of informants using the purposive sampling method. As well as collecting data using non-participant observation, structured interviews with recording techniques, recording and shooting, and literature study methods. Data analysis conducted in this study used a descriptive qualitative method.</p><p>The results of the study showed that the procession of the Sapuh Leger Ceremony in the Padang Griya Environment Padangsambian Village, West Denpasar was carried out from morning to noon, starting from offering offerings to Ida Sang Hyang Widhi as a manifestation of Oton God, licking to cleanse themselves in beji and in the Lord Shiva Buddhist temple. The application of the teachings of Manusa Yadnya in the Sapuh Leger Ceremony lies in the procession of the implementation of the Natab Banten Oton procession. Meaning of symbols in the Sapuh Leger Ceremony is found in the Facilities used in the ceremony and staging of the Sapuh Leger Puppet. So that through each symbol used in the ceremony to form a communication to deliver a message so that children born in wuku wayang always find prosperity in their lives.</p>


2020 ◽  
Vol 12 (1) ◽  
pp. 64
Author(s):  
Resti Sri Elwani ◽  
Firman Kurniawan

Adolescent face very vulnerable period of transition from childhood to adulthood. Because adolescents do not have enough knowledge and awareness to get through this transition, adolescents often experience various kinds of problems. Genereasi Berencana Program (GenRe) is one of the interventions to overcome this problem. The high intensity of adolescents in using social media is the foundation of the GenRe program choosing this new media as one of their communication channels. The use of social media is considered as a communication strategy that is relevant and appropriate for adolescents. This study aims to examine how social media is used in social marketing for adolescents and how create an effective message on social media to increase adolescent awareness. The research was conducted through a descriptive qualitative approach to explain how social media is used as a channel for social marketing communication and how to create effective message on social media. Three informans were selected based on purposive sampling technique. Data collection was carried out by interview and literature study. The data analysis technique used in this study refers to Miles & Hubberman which consists of three subprocesses, namely data reduction, data presentation and drawing conclusions or verification. Social marketing theory is used for analysis to answer the problems in this study.  The results showed that social media can be utilized as a social marketing communication channel for adolescent.But,low engagement of substance content compared to non-substance is a challenge faced by GenRe programs on social media. Frequency, consistency and involvement of influencers are some of the strategies that can be implemented to overcome these problems. Remaja mengalami periode yang sangat rentan yaitu masa transisi dari masa anak-anak menuju masa dewasa. Karena remaja tidak memiliki pengetahuan dan kesadaran bagaimana melewati masa transisi ini mengakibatkan remaja seringkali mengalami berbagai macam masalah. Program Generasi Berencana (GenRe) adalah salah satu intervensi untuk mengatasi masalah tersebut. Tingginya intensitas remaja dalam mengakses media sosial menjadi landasan program GenRe memilih media baru tersebut sebagai salah satu saluran komunikasi mereka. Penggunaan media sosial dianggap sebagai strategi komunikasi yang relevan dan sesuai bagi remaja. Penelitian ini bertujuan untuk mengkaji bagaimana media sosial digunakan dalam pemasaran sosial bagi remaja dan bagaimana strategi pengemasan pesan yang efektif di media sosial untuk  meningkatkan kesadaran remaja. Penelitian dilakukan melalui pendekatan kualitatif yang bersifat deskriptif untuk menggali informasi secara mendalam dari narasumber agar mendapatkan penjelasan bagaimana media sosial digunakan sebagai saluran komunikasi pemasaran sosial bagi remaja dan bagaimana strategi pengemasan pesan yang efektif di media sosial. Tiga narasumber dalam penelitian ini dipilih berdasarkan teknik purposive sampling. Pengumpulan data dilakukan dengan wawancara dan studi literatur. Teknis analisis data yang digunakan dalam penelitian ini mengacu pada Miles & Hubberman yang terdiri dari tiga subproses, yaitu reduksi data, penyajian data dan penarikan kesimpulan. Teori pemasaran sosial digunakan untuk analisis dan membantu menjawab permasalahan dalam penelitian ini. Hasil penelitian menunjukkan media sosial dapat dimanfaatkan sebagai saluran komunikasi pemasaran sosial bagi remaja. Namun media sosial tidak dapat berdiri sendiri sehingga pemilihan omni-channel adalah strategi yang lebih efektif. Rendahnya engagement konten substansi dibanding nonsubstansi adalah tantangan yang dihadapi pemasaran sosial program GenRe di media sosial. Frekuensi, konsistensi dan pelibatan influencer adalah beberapa strategi yang dapat diimplementasikan untuk mengatasi permasalahan tersebut.


2020 ◽  
Vol 3 (1) ◽  
pp. 45-55
Author(s):  
Larassanti Eka Putri ◽  
K. Bagus Wardianto ◽  
Ghia Subagia

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran logo halal dan iklan media sosial Instagram terhadap keputusan pembelian produk kosmetik.  Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen wanita yang menggunakan kosmetik Wardah di Bandar Lampung, dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Data dikumpulkan menggunakan kuisioner, dan dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa kesadaran logo halal, dan iklan media sosial Instagram berpengaruh signifikan secara parsial maupun silmultan terhadap keputusan pembelian kosmetik. Kehalalan dapat menjadi branding yang semakin kuat, jika didukung dengan promosi melalui media sosial, yang mampu menjangkau segmentasi pasar yang lebih luas terhadap produk lokal.   ABSTRACT This study aims to determine the effect of Awareness of the Halal Logo and Instagram Social Media Ads on Wardah Cosmetics Purchasing Decisions. This type of research used in this research is explanatory research with a quantitative approach. The population in this study is female consumers who use Wardah cosmetics in Bandar Lampung. The sampling technique uses purposive sampling with a sample of 100 respondents. The data was obtained from a questionnaire using a Likert scale. The results of this study explain that Awareness of the Halal Logo, and Instagram Social Media Ads significantly influence Wardah Cosmetics Purchasing Decisions. Simultaneous testing results showed that Halal Logo Awareness and Instagram Social Media Ads had a significant effect on Wardah Cosmetics Purchasing Decisions.


2020 ◽  
Vol 4 (2) ◽  
pp. 75-94
Author(s):  
Marcin Ptasznik

Approaches to marketing actions in culture are exhibiting rising significance in the modern dynamically changing environment. This paper is focused on the identification of possible applications of marketing in the sphere of culture, with particular reference to the film industry, field of operations of the New Horizons Association. The author’s research was based on a literature study, participant observation, and an online questionnaire, enabling creation of a case study on the New Horizons Association. Empiri-cal research allowed for exploration of the perception of marketing actions of this organization, as well as identifying possible directions for its development. Changes in the needs of modern consumers are related to ongoing virtualization and globalization of culture, and allow for academic discussion about the future of innovative cultural institutions and audio-visual ventures, including within the context of the current global coronavirus/COVID-19 pandemic.


Author(s):  
Dewi Novianti ◽  
Siti Fatonah

Social media is a necessity for everyone in communicating and exchanging information. Social media users do not know the boundaries of age, generation, gender, ethnicity, and religion. However, what is interesting is the user among housewives. This study took the research subjects of housewives. Housewives are chosen as research subjects because they are pillars or pillars in a household. If the pillar is strong, then the household will also be healthy. Thus, if we want to build a resilient and robust generation, we will start from the housewives. A healthy household starts from strong mothers too. This study aims to find out the insights of the housewives of Kanoman village regarding the content on smartphones and social media and provide knowledge of social media literacy to housewives. This study used a qualitative approach with data collection techniques using participant observation, interviews, focus group discussion (FGD), and documentation. The results of the study showed that previously housewives had not experienced social media literacy. Then the researchers took steps to be able to achieve the desired literacy results. Researchers took several steps to make them become social media literates. They become able to use social media, understand social media, and even produce messages through social media.


Author(s):  
Krista K. Thomason

Shaming punishments have increased in popularity, and social media platforms such as Twitter and Facebook have become mediums for public shaming of bad behavior. Can these practices be justified? This chapter distinguishes between three practices all labeled “shaming:” invitations to shame, shaming, and stigmatizing. It then argues that invitations to shame can be justified in certain circumstances, but shaming and stigmatizing cannot be justified. The primary argument in favor of shaming and stigmatizing is that both practices are powerful tools to change behavior. Shaming is the practice of holding up the flaws of others for public scorn, and this practice is unjustified even when it is done for noble reasons.


2020 ◽  
pp. injuryprev-2020-043909
Author(s):  
Laura Elizabeth Cowley ◽  
C Verity Bennett ◽  
Isabelle Brown ◽  
Alan Emond ◽  
Alison Mary Kemp

ObjectivesSafeTea is a multifaceted intervention delivered by community practitioners to prevent hot drink scalds to young children and improve parents’ knowledge of appropriate burn first aid. We adapted SafeTea for a national multimedia campaign, and present a mixed-methods process evaluation of the campaign.MethodsWe used social media, a website hosting downloadable materials and media publicity to disseminate key messages to parents/caregivers of young children and professionals working with these families across the UK. The SafeTea campaign was launched on National Burns Awareness Day (NBAD), October 2019, and ran for 3 months. Process evaluation measurements included social media metrics, Google Analytics, and quantitative and qualitative results from a survey of professionals who requested hard copies of the materials via the website.ResultsFindings were summarised under four themes: ‘reach’, ‘engagement’, ‘acceptability’ and ‘impact/behavioural change’. The launch on NBAD generated widespread publicity. The campaign reached a greater number of the target audience than anticipated, with over 400 000 views of the SafeTea educational videos. Parents and professionals engaged with SafeTea and expressed positive opinions of the campaign and materials. SafeTea encouraged parents to consider how to change their behaviours to minimise the risks associated with hot drinks. Reach and engagement steadily declined after the first month due to reduced publicity and social media promotion.ConclusionThe SafeTea campaign was successful in terms of reach and engagement. The launch on NBAD was essential for generating media interest. Future campaigns could be shorter, with more funding for additional social media content and promotion.


2021 ◽  
Author(s):  
Elizabeth Foot ◽  
Amanda Leonhard ◽  
Jill Majeski ◽  
Lauren Zahn ◽  
Hsin H. Li ◽  
...  

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