scholarly journals PENETAPAN BRAND AMBASSADOR SEBAGAI UPAYA STRATEGI KOMUNIKASI PEMASARAN “RUANGGURU” DI ERA PANDEMI COVID-19

2021 ◽  
Vol 5 (1) ◽  
pp. 66
Author(s):  
Ni Putu Stiti Ayuningtyas ◽  
Ni Luh Putu Sariani ◽  
Desak Made Sukarnasih
Keyword(s):  
Communication Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
The Future ◽  
The Right ◽  
Brand Ambassadors ◽  
Selection Of

ABSTRAKKegiatan pembelajaran saat pandemi di Indonesia dilakukan secara daring. Perlu adanya dukungan media pembelajaran seperti yang disediakan oleh Ruang guru. Ruang guru merupakan penyedia media pembejaran yang bisa diakses menggunakan internet, sehingga memudahkan guru dan siswa saat proses belajar. Dengan persaingan yang terus bertumbuh, Ruang guru perlu memilih strategi komunikasi pemasaran yang tepat, salah satunya dengan menunjuk brand ambassador. Tahun 2021, telah dipilih lima brand ambassadors baru yang berasal dari kalangan artis. Pengabdian dilakukan untuk mengetahui perkembangan strategi komunikasi pemasaran Ruang guru melalui pemilihan brand ambassadors dan seperti apa respon masyarakat terkait hal tersebut. Metode pengabdian melalui proses tahapan, pelaksanaan, dan evaluasi. Diketahui bahwa masyarakat setuju akan terpilihnya brand ambassador Ruangguru 2021 dan dinilai mampu meningkatkan positif perusahaan. Teori strategi komunikasi pemasaran yang dilakukan adalah pull, push, dan profle strategies. Hasil akhir kegiatan PKL menunjukkan sebanyak 40 responden setuju atas pemilihan brand ambassador, diantaranya 28% memilih Prilly Latuconsina sebagai “ikon” Ruang guru paling sesuai. Selain itu, banyak pengguna yang setuju atas terpilihnya kelima brand ambassadors karena prestasi serta rekam jejak yang baik dari masing-masing brand ambassador. Saran yang dapat diberikan adalah kedepannya Ruang guru harus lebih meningkatkan kualitas konten dan lebih selektif memilih brand ambassador agar sesuai dengan visi dan misi perusahaan. Kata kunci: brand ambassador; pemasaran; ruang guru. ABSTRACTLearning activities during the pandemic in Indonesia are carried out online. There needs to be support for learning media such as those provided by Ruang guru. With the high rivalry in this industry, Ruangguru needs to choose the right marketing communication strategy, one of which is by appointing a brand ambassador. In 2021, five new brand ambassadors have been selected from among the artists. This community dedication held to know the effect of Ruang guru’s brand ambassadors and what’s public responses to it. The method is through a process of stages, implementation, and evaluation. The marketing communication strategies used are pull, push, and profile strategies. The final result showed that 40 respondents agreed with the selection of brand ambassadors and they be able to increase the company's positivity and of which 28% chose Prilly Latuconsina as the most compatible Ruang guru "icon". In addition, many users agree with the selection of the five brand ambassadors because of the achievements and good track records of each brand ambassador. Recommendations that can be given are that in the future Ruang guru should further improve the quality of content and be more selective in choosing brand ambassadors to fit in the company's vision and mission. Keywords: brand ambassador; marketing; ruang guru.

scholarly journals ARE COMMUNICATION STRATEGIES FREQUENTLY USED IN SPEAKING CLASS?

2014 ◽  
Vol 2 (2) ◽  
Author(s):  
Agung Wicaksono
Keyword(s):  
Second Language ◽  
Communication Strategies ◽  
Communication Strategy ◽  
First Year ◽  
English Department ◽  
First Year Students ◽  
Systematic Technique ◽  
English Class ◽  
The Right

<p>Communication strategy is the way to help the speakers when facing difficulties in communication using English as a second language. This case study, at the first year students of English Department, aims to know the most frequent students’ strategies to communicate in speaking activity in speaking class. It is  found that thirteen communication strategies were used by the students in speaking English class, but not all of the communication strategies were used in every conversation, but only certain communication strategy was used. It depends on  the materials difficulties. Furhermore, the most frequent  communication strategies is stalling or time gaining strategy. As they need some time to think and then continue talking after they find the right words they need to communicate. This findings is in line with the propossed theory stated that communication strategy is defined as a systematic technique employed by a speaker to express his or her meaning when facing certain difficulties in communication.</p>

scholarly journals Integrasi Orkestrasi Pemasaran dengan Filosofi Dwi Sapta pada Kasus Vaseline Healing Project

2020 ◽  
Vol 2 (1) ◽  
pp. 28-41
Author(s):  
Bella Laurensia ◽  
Hot Junita Sitanggang ◽  
Rustono Farady Marta ◽  
Agus Daniar ◽  
Alfred Pieter Menayang
Keyword(s):  
Quality Of Life ◽  
Medical Personnel ◽  
Skin Condition ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Case Study Method

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.

scholarly journals Social Entrepreneurship Marketing Communication Strategy in Maintaining Customer Loyalty

2021 ◽  
Vol 8 (1) ◽  
pp. 76
Author(s):  
Dewi Rachmawati ◽  
Taufan Teguh Akbari ◽  
Sandy Adithia
Keyword(s):  
Customer Loyalty ◽  
Social Entrepreneurship ◽  
Qualitative Methodology ◽  
Communication Strategy ◽  
Social Entrepreneur ◽  
Marketing Communication ◽  
Social Entrepreneurs ◽  
Sustainable Business ◽  
Start Up ◽  
The Right

Social entrepreneurship is a part of the world of entrepreneurship which is a combination of conventional profit-oriented businesses with a movement that is oriented towards social change. Social entrepreneurship has the potential as a solution that creates innovation, solves social problems, as well as creates new, better social values. However, its new existence and its form which is a combination of the two opposing values is a big challenge for these business actors. One way that can be a bridge to answer this problem is through the right marketing communication strategy not only to find the right customers, but also to create loyalty in order to create a sustainable business ecosystem. Therefore, this study was conducted to examine the form of marketing communication strategies of social entrepreneurs in order to find the right form of strategy in maintaining customer loyalty. The approach taken is a descriptive qualitative methodology with in-depth interviews with several resource persons who are the founders or leaders of start-up Social Entrepreneurs. The results showed that the strategies implemented by start-up social entrepreneurs including DuAnyam, Wangsa Jelita & Sunkrisps were very diverse and mostly through digital channels. From this channel, they concocted various ways to keep customers loyal and get benefits from the social entrepreneur program.

scholarly journals KOHESI GRAMATIKAL REFERENSI PRONOMINA PERSONA DALAM TEKS PARIWISATA PADA PESONAINDONESIA.KOMPAS.COM/GRAMATICAL COHESION OF PERSONAL PRONOUNS IN THE TOURISM TEXT ON PESONAINDONESIA.KOMPAS.COM

Aksara ◽  
2022 ◽  
Vol 33 (2) ◽  
pp. 257-268
Author(s):  
Bakdal Ginanjar ◽  
Dwi Purnanto ◽  
Hesti Widyastuti ◽  
Chattri S. Widyastuti
Keyword(s):  
Discourse Analysis ◽  
Data Collection ◽  
Digital Media ◽  
Communication Strategies ◽  
Analysis Approach ◽  
Personal Pronouns ◽  
Data Source ◽  
Text Cohesion ◽  
Selection Of

AbstrakPenelitian ini diarahkan pada kajian teks wacana pariwisata dengan pendekatan analisis wacana. Permasalahan yang dikaji adalah aspek kebahasaan pembangun kepaduan teks wacana berupa kohesi gramatikal referensi persona pada teks pariwisata di laman pesonaindonesia.kompas.com. Tujuannya adalah untuk mendeskripsikan aspek kebahasaan kohesi gramatikal referensi persona pada teks pariwisata dalam media digital yang hasilnya dapat dipakai sebagai salah satu dasar merespons tuntutan kualitas strategi komunikasi promosi yang kreatif.  Penelitian ini berjenis kualitatif deskriptif dalam linguistik. Sumber data berasal dari situs/laman pesonaindonesia.kompas.combulan Januari—Oktober 2019. Data berwujud teks wacana pariwisata. Metode pengumpulan data dilakukan dengan metode simak. Data dianalisis dengan metode agih dengan teknik ganti. Kajian ini menemukan pendayagunaan referensi pronominal persona yang difungsikan untuk membangun teks wacana yang khas dari teks pariwisata secara koheren. Hasil penelitian menunjukkan bahwa teks pariwisata menggunakan aspek-aspek gramatikal kohesi referensi persona pertama, kedua, ataupun ketiga. Referensi persona kedua mendominasi dalam teks pariwisata di laman pesonaindonesia.kompas.com. guna menciptakan keutuhan dan kepaduan wacana. Lebih lanjut, pemilihan referensi persona tersebut ditujukan untuk mendekatkan diri dengan pembaca dan terkandung implikasi persuasif bagi pembaca. Kata kunci: kohesi, referensi persona, teks pariwisata, wacana AbstractThis research is directed at the study of tourism discourse texts with the discourse analysis approach. The problem studied is the linguistic aspects of the building of the discourse text cohesion in the form of grammatical cohesion of persona references in the pariwisa text on the pesonaindonesia.kompas.com page. The aim is to describe the linguistic aspects of grammatical cohesion of references to charms in the tourism text in digital media, the results of which can be used as a basis for responding to the demands of the quality of creative promotional communication strategies. This research is a descriptive qualitative type in linguistics. The data source is from pesonaindonesia.kompas.com website / page from January to October 2019. The data is in the form of a tourism discourse text. The method of data collection is done by referring to the method. Data were analyzed by the method of distribution. The results showed that the tourism text uses grammatical aspects of the first, second, and third persona reference cohesion. The second persona reference dominates in the tourism text on the pesonaindonesia.kompas.com page. in order to create wholeness and cohesiveness of discourse. Furthermore, the selection of the reference persona is intended to get closer to the reader and has persuasive implications for the reader.Keywords: discourse, cohesion, personal pronouns, tourism text

scholarly journals Analisis Strategi Komunikasi Pemasaran Pada PT.PT. Bank Aceh Melalui Pendekatan Teori AIDA

2019 ◽  
Vol 2 (2) ◽  
Author(s):  
Cut Devi Maulidasari ◽  
Yusnaidi Yusnaidi
Keyword(s):  
Research Methodology ◽  
Communication Strategies ◽  
Descriptive Analysis ◽  
Customer Retention ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Effective Strategy ◽  
Purchasing Decision ◽  
Aceh Province ◽  
Aida Model

Abstract                                                                     This research was conducted to analyze and illustrates the used of AIDA model  in  marketing communication or an advertisement to engages and persuades the consumers in purchasing decision or choosing the brand. The descriptive analysis research methodology was used as the method to implement the research through qualititave reseach .   It will describes the marketing communication strategy used by PT. Bank Aceh to promote their product to the consumers in Aceh Province. AIDA theoritical approach which was introduced by Wilbur Schramm, has been used to analyze the marketing programs and the effectiveness of programs to target the consumers. The respondents are the consumers of PT. Bank Aceh which were considered had better understanding of the marketing programs and the impacts to their choice when they have to make decision of purchasing banking products and facilities. The result shows that the marketing communication strategies which have been implemented by PT. Bank Aceh have been considered as the effective strategy to approach new customers and to maintain customer retention. However, it needs improvement in term of media and the dilivered messages to adapt to the latest customers lifestyle.  Keywords : AIDA Model, Marketing Communication, Promotion

scholarly journals Web Based Decision Support System yo Determine yhe Appropriate Packaging of Ethnic and Traditional Indonesian Foods

2018 ◽  
Vol 14 (2) ◽  
Author(s):  
Latifah Nurbaiti ◽  
Kudang Boro Seminar ◽  
Nugraha Edhi Suyatma
Keyword(s):  
Decision Support ◽  
Decision Support System ◽  
Support System ◽  
Food Packaging ◽  
Active Packaging ◽  
Web Based ◽  
The Right ◽  
Oxygen Barriers ◽  
Selection Of

Culinary efforts, especially ethnic and traditional snacks attract many people to Indonesia. Maintaining the quality of snacks for consumers requires a good packaging technique. Food packaging consists of a wide variety of packaging options that match the characteristics of each snack; this is no easy task. Decision support systems can help to facilitate decisions made regarding selection of the right packaging. This paper focuses on identifying snacks, types of packaging and active packaging parameters to build a decision support system in order to determine appropriate packaging. Types of packaging are determined using fuzzy Sugeno 4 parameters: fat, water activity, shelf-life and price. Active packaging of the snacks is done using the if-else rule with parameterised types of packaging, preservatives, oxygen barriers and water vapour barriers. The end result of this research is a web-based decision support system, which recommends types of packaging and active packaging for snacks.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA DARING TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 11 (2) ◽  
pp. 81
Author(s):  
Diana Fitriani
Keyword(s):  
Communication Strategies ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Online Media ◽  
Decision Variable ◽  
Marketing Communication ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Beta Coefficient

Research on the analysis of marketing strategies through online media in Pontianak through Facebook and Instagram. Quantitative related is used for the path analysis method and the application of SPSS V. 23.0 as a calculation tool. Respond 100 with a non-probability sampling technique that is unintentional. Communication strategies in research are lead to awareness, knowledge, passions, inclinations, beliefs and purchases. Based on this strategy, a positive and significant value is obtained in the decision making process. Marketing communication strategies through online media towards consumer purchasing decisions on culinary products marketed through Instagram and Facebook. The results of the study with a significance of 0,000 obtained a beta coefficient of 0.483. The significance of tcount <0.05 indicates that Ho was not accepted and thus received Ha. Explanation of the results of calculations in research gives a meaningful and positive marketing communication strategy to the product purchase decision variable through online media. It can be concluded that the strategies proposed have proven to be effective in winning diverse consumer dynamics

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

MODIFIKASI MODEL PEMBELAJARAN MIND MAPPING DENGAN STRATEGI PEMBELAJARAN TUGAS DAN PAKSA

2019 ◽  
Vol 2 ◽  
Author(s):  
Dini Yuliani ◽  
Mutiara Bhayangkari ◽  
Maria Ulfah
Keyword(s):  
Learning Strategies ◽  
Learning Process ◽  
Intellectual Development ◽  
Learning Strategy ◽  
Student Discipline ◽  
Learning Models ◽  
Mind Mapping ◽  
The Right ◽  
Selection Of

This writing aims to improve students' understanding by modifying learning models with appropriate learning strategies that are considered based on the characteristics and intellectual development of students to improve learning outcomes. The learning process in Indonesia is currently still centered on teachers which causes students' memory and understanding to be still low. This is the background for the purpose of mind mapping learning models, namely making patterned visual and graphical subject matter that can help strengthen and recall information that has been studied. The selection of the right learning strategy can improve the results that will be obtained from the application of learning models in the classroom. Forced and forced learning strategies are chosen to complement and perfect the implementation of mind mapping learning models in the classroom. This strategy aims to train students' independence and discipline in learning through assignments given with clear time limits and strict penalties if there are students not completing their assignments properly. The combination of mind mapping learning models with forced and task learning strategies can be an alternative to improve the quality of learning in schools. With the increase in thinking power accompanied by student discipline in learning, the learning process in the classroom will run well and get maximum results so that the objectives of the learning can be achieved. For educators it is recommended to implement mind mapping learning models with forced and forced learning strategies in schools, so that learning objectives can be achieved optimally.

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