scholarly journals Strategi Marketing Public Relations Butik Zaskia Sungkar Dalam Memasarkan Busana Muslim

2021 ◽  
Vol 3 (2) ◽  
pp. 206-218
Author(s):  
Desty Aryani ◽  
Fatmawati Fatmawati
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Marketing Strategy ◽  
Islamic Law ◽  
Qualitative Approach ◽  
Advantages And Disadvantages ◽  
Fashion Products ◽  
Public Figures ◽  
Pull Strategy ◽  
Loyal Customers

This study aims to determine the marketing strategy of public relations Zaskia Sungkar Boutique in marketing Muslim clothing and what social media are used, as well as the advantages and disadvantages in marketing Muslim clothing. The paradigm used in this study is the constructivism paradigm. This study uses a descriptive qualitative approach through interviews, observation and documentation. The results of the study showed that the strategy used by Zaskia Sungkar Boutique in marketing Muslim clothing, namely: pull, push and pass strategies from Thomas L. Harris. This pull strategy prioritizes promotion on social media, and organizes events. This push strategy publishes Zaskia Sungkar's products on social media, e-commerce, and endorsement through public figures. This pass strategy rewards loyal customers by paying attention to the content that will be posted, and maintaining the appearance of Muslim fashion products according to Islamic law.  

Wykorzystanie mediów społecznościowych w komunikacji z klientem na przykładzie firm sektora piwowarskiego

2015 ◽  
pp. 161-176 ◽  
Author(s):  
Piotr Szamrowski ◽  
Adam Pawlewicz
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Small Enterprises ◽  
Brewing Industry ◽  
Video Sharing ◽  
Advantages And Disadvantages ◽  
Media Platform ◽  
The Individual ◽  
Media Channels ◽  
Regional Character

The main objective of this paper is to identify the platforms and social media tools utilized by the brewing industry in communication with the stakeholders, mainly with potential clients. In addition, the study sought to determine the nature of the published content, identify those responsible for their management, and present the advantages and disadvantages of their conduct in communication and creating the image of the company. The results indicate that only 25% of the surveyed companies do not use social media in PR. This applies only to small enterprises, with regional character. All the major brewing companies in their public relations activities use at least one type of social media, focusing in most cases on social networking (Facebook) and Video Sharing (YouTube). In addition, some of the largest brands included in the individual equity groups have their own social media channels used to communicate with the stakeholders. General promotion of company products and, what is very important, creating a dialogue with social media platform community, were seen as the most important benefits of using social media.

Marketing Public Relations Melalui Instagram Screamous

2020 ◽  
Vol 2 (4) ◽  
pp. 361-380
Author(s):  
Nathasya Wiguna Wiguna ◽  
Nathasya Wiguna Dang Eif Dono Darsono
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Public Relations ◽  
Descriptive Analysis ◽  
Active Role ◽  
Online Media ◽  
Good Citizen ◽  
Special Events ◽  
Pull Strategy ◽  
The Times

ABSTRAK Nathasya Wiguna, Marketing Public Relations Melalui Instagram Screamous (Analisis Deskriptif pada Instagram @Screamous_55) Media sosial Instagram media dan seiring dengan berkembangnya zaman, Instagram menjadi salah satu media sosial yang cukup diminati untuk kepentingan komunikasi pemasaran, dengan ciri khasnya mengedepankan pesan visual dan audio visual dengan interaktivitas yang tinggi. Marketing Public Relations Instagram Screamous menjadikan instagram sebagai media atau saluran dalam berbisnis salah satunya di bidang fashion. Screamous dalam hal ini memiliki peran aktif dalam mengelola dan menginformasikan sebuah produk melalui media online.  Penelitian ini bertujuan untuk meraih penyampaian informasi, mengenalkan brand dan produk serta menerapkan bangga akan produk lokal dengan menciptakan opini yang menguntungkan dan berhasilnya pemasaran. Selain itu bertujuan untuk mengetahui pull strategi dalam menarik minat konsumen terhadap konsumen, dengan push strategi yang mendorong berhasilnya pemasaran dan menggunakan pass strategi dalam memberikan opini yang menguntungkan. Metode yang digunakan dalam penelitian ini adalah Kualitatif dengan pendekatan analisis desktiptif dan menerapkan paradigma konstruktivisme, kemudian teknik yang di gunakan pada penelitian ini adalah teknik pengumpulan data, observasi partisipatori pasif, wawancara mendalam dan studi dokumen. Penelitian ini dilakukan melalui langkah-langkah : menentukan lokasi penelitian, menentukan metode penelitian, menentukan pemilihan informan, menentukan sumber dan jenis data, menentukan teknik pengumpulan data serta mengolah dan menganalisis data. Hasil penelitian ini menunjukan bahwa dalam mengenalkan dan mempertahankan brand lokal, dalam menunjang berhasilnya pemasaran. Screamous mengajak kepada para konsumen menyatukan suatu pemahaman bahwa sebagai warga negara yang baik, harus bangga akan produk lokal atau produk  dalam negeri. Marketing Public Relations Melalui Instagram Screamous dalam mempromosikan suatu produk terdiri dari Pull Strategy dalam menarik minat melalui campaign di produk atau barang Screamous dan melakukan kegiatan promosi melalui media online, dan media sosial. Push Strategy Screamous melalui spesial event, seperti kickfest, expo dalam mendorong berhasilnya pemasaran. Pass Strategy Screamous dalam menciptakan opini yang menguntungkan melalui kegiatan sponsorship seperti acara seminar, edukasi, acara musik dalam menjalin kerjasama dan membantu generasi bangsa dalam berkarya. Kata Kunci :Pemasaran, Instagram, dan Screamous ABSTRACT Nathasya Wiguna, Marketing Public Relations Through Instagram Screamous (Deskriptive analysis on Instagram @Screamous_55) Instagram media social media and along with the times, Instagram has become one of the social media that is in great demand for marketing communication purposes, with its trademark promoting visual and audio visual messages with high interactivity. Marketing Public Relations Instagram Screamous makes Instagram as a media or channel in doing business, one of them is in the fashion sector. Screamous in this case has an active role in managing and informing a product through online media. This study aims to achieve information delivery, introduce brands and products and apply pride in local products by creating favorable opinions and marketing success. In addition, it aims to find out the pull strategies in attracting consumer interest to consumers, with push strategies that encourage successful marketing and use pass strategies in providing favorable opinions. The method used in this study is qualitative with descriptive analysis approach and applying the constructivism paradigm, then the techniques used in this study are data collection techniques, passive participatory observation, in-depth interviews and document studies. This research was carried out through steps: determining the location of the study, determining the research method, determining the selection of informants, determining the source and type of data, determining the data collection techniques and processing and analyzing data. The results of this study indicate that in introducing and maintaining a local brand, in supporting the success of marketing. Screamous invites consumers to unite an understanding that as a good citizen, they must be proud of local products or domestic products. Marketing Public Relations Through Instagram Screamous in promoting a product consists of Pull Strategy in attracting interest through campaigns on Screamous products or goods and conducting promotional activities through online media, and social media. Push Strategy Screamous through special events, such as kickfest, expo in encouraging marketing success. Strategy Screamous Pass in creating favorable opinions through sponsorship activities such as seminars, education, music events in collaborating and helping the nation's generation in work.   Keywords: Marketing, Instagram, and Screamous  

PERAN MARKETING PUBLIC RELATIONS DALAM MERAWAT DAN MEMPERTAHANKAN LOYALITAS DONATUR INFAQ

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Hendik Setiawan Arif Zunaidi ◽  
Arif Zunaidi ◽  
Arif Zunaidi
Keyword(s):  
Public Relations ◽  
Marketing Strategy ◽  
Qualitative Approach ◽  
Corporate Communications ◽  
Best Interest ◽  
Qualitative Design ◽  
Non Profit ◽  
Development Institute ◽  
Marketing Activities ◽  
The Subject

The Mojokerto City Infaq Development Institute (LPI) is a non-profit organization that manages zakat, infaq, and sadaqah funds. During competition between similar institutions, they compete to be more active and creative in designing donor-attraction strategies. Because it focuses on marketing activities, delivering products to donors, fostering trust, and maintaining good relations of donors, the marketing corporate communications strategy is important choice for donors' best interest. This is a qualitative design with a qualitative approach. According to the discussion on the subject, the application of marketing public relations strategy at LPI Mojokerto City also include promotion, advertising, creating an innovation, event, and sponsorship; public relations marketing strategy plays an important role in maintaining and maintaining donor loyalty, as evidenced by data on the increase in the number of regular donors every year.Keywords : Infaq Development Institute, Strategy, Marketing, Marketing Public Relations, Donor Loyalty

scholarly journals Pesan Dakwah Antara Keluasan dan Kedangkalan dalam Instagram @Pendosahebat.Id

2020 ◽  
Vol 5 (3) ◽  
pp. 309-330
Author(s):  
Rifni Rizqi Nurul Aliyati ◽  
Wiryo Setiana ◽  
Acep Aripudin
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Research Method ◽  
Qualitative Approach ◽  
Advantages And Disadvantages ◽  
The Media ◽  
Two Sides ◽  
Descriptive Qualitative

Pesan dakwah dapat disampaikan melalui media termasuk instagram. Trend  tersebut memiliki dua sisi seperti pisau bermata ganda (tantangan). Penelitian ini bertujuan untuk mengetahui penyajian pesan dakwah dalam media sosial instagram. Tujuan penelitian ini mengetahui bentuk penyajian pesan dakwah dalam instagram dan mencari tahu kelebihan dan kekurangan penyajian pesan dakwah dalam media sosial. Metode penelitian yang digunakan adalah deskriptif dengan pendekatan kualitatif dan teknik pengumpulan datanya, melalui observasi dan dokumentasi. Hasil penelitian menunjukan bahwa dari dua puluh unggahan yang diteliti, terdapat tiga unggahan yang termasuk bentuk penyajian pesan dakwah informatif, empatbelas unggahan yang termasuk persuasif, dan tiga unggahan yang termasuk koersif. Kelebihan penyajian pesan dakwah pada akun instagram ini ialah menyampaikan pesan dalam bahasa singkat dan mudah dipahami pembaca. Dan kekurangannya, yaitu penjelasan yang kurang lengkap dan singkat. Kelebihan dan kekurangannya ini juga memberikan dampak pada pemahaman  pembacanya. Da'wah messages can be conveyed through the media including Instagram. The trend has two sides like a double-edged knife (a challenge). This study aims to determine the presentation of preaching messages on social media Instagram. The purpose of this study is to find out the form of preaching messages on Instagram and find out the advantages and disadvantages of preaching messages in social media. The research method used is descriptive qualitative approach and data collection techniques, through observation and documentation. The results showed that of the twenty uploads examined, there were three uploads that included informative preaching messages, fourteen uploads that were persuasive, and three uploads which were coercive. The advantage of presenting da'wah messages on this Instagram account is that it conveys messages in short and easily understood language. And the shortcomings, namely an incomplete and concise explanation. These strengths and weaknesses also have an impact on the reader's understanding.

scholarly journals Consumerism on Clubhouse Exclusivity from Jean Baudrillard’s Perspective

Warta ISKI ◽  
2021 ◽  
Vol 4 (1) ◽  
pp. 81-88
Author(s):  
Farisha Sestri Musdalifah
Keyword(s):  
Social Media ◽  
Social Class ◽  
Qualitative Approach ◽  
Upper Class ◽  
Consumer Society ◽  
Public Figures ◽  
Apple Products ◽  
Descriptive Qualitative

Clubhouse became increasingly popular since the beginning of 2021, especially in Indonesia. After being popularized by public figures who opened live discussions and chats through this audio-based platform, Clubhouse rose in popularity. However, not everyone can become a Clubhouse user, because this platform can only be downloaded by Apple devices and must be invited by users who already have a Clubhouse account. This requirement increases the demand for Clubhouse invitations. Some even sell these invitations online at varying prices. This paper attempts to examine the phenomenon of Clubhouse popularity using Jean Baudrillard's perspective. This descriptive qualitative approach analyzes Clubhouse's popularity using Jean Baudrillard's perspective about consumer society. The results of this study indicate that the consumer society conceived by Baudrillard is still relevant in dissecting the Clubhouse phenomenon. Its exclusivity makes the users use Clubhouse not because of the features offered, but based on the desire to be different from others by affirming their social class. Becoming a Clubhouse user means using Apple products and being part of the upper class by following the latest social media trends. This phenomenon illustrates that capitalism continues to work to create endless needs under the guise of exclusivity to make its consumers feel special and different.

scholarly journals PEMANFAATAN MEDIA SOSIAL INSTAGRAM PADA KAMPANYE "TRADITIONAL GAMES RETURNS"

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Dhita Widya Putri
Keyword(s):  
Social Media ◽  
National Identity ◽  
Cultural Heritage ◽  
Qualitative Approach ◽  
Non Profit ◽  
Content Creation ◽  
Message Effectiveness ◽  
Public Figures ◽  
Digital Generation ◽  
Main Factor

ABSTRAK            Traditional Games Returns (TGR) adalah sebuah komunitas non-profit yang memiliki misi untuk mengembalikan kejayaan dan mengenalkan permainan tradisional Indonesia. Hal ini merupakan salah satu aset dan warisan budaya yang dapat membantu melestarikan jati diri bangsa.       Seiring dengan berkembangnya teknologi, permainan tradisional saat ini sudah jarang dimainkan. Atas keprihatinan ini, Komunitas TGR berkampanye lewat media sosial Instagram, dengan tujuan untuk merangkul targetnya yang rata-rata masuk dalam generasi digital. Penelitian ini akan mengungkap bagaimana TGR sebagai komunitas memanfaatkan media sosial dilihat dari perspektif informasi, komunitas dan aksi menurut Lovejoy dan Saxton (2012) dengan pendekatan kualitatif. Hasil penelitian menunjukkan bahwa TGR memanfaatkan figur publik agar pesan yang disampaikan efektif dan bersifat kredibel, menciptakan konten-konten yang bersifat interaktif seperti mengandung nilai nostalgia, dan melibatkan partisipasi warganet dengan membuat kompetisi serta memanfaatkan fitur dari instagram, salah satunya adalah tagar atau hashtag. Saran untuk penelitian selanjutnya agar dapat dikaji lebih dalam mengenai strategi kreatif dalam pembuatan konten, karena dalam hal ini konten lah yang sebenarnya menjadi kunci utama dalam menarik calon pengikut maupun pengikut untuk terus berpartisipasi, juga menjadikan organisasi non-profit tetap terus bertahan. Kata Kunci: Pemanfaatan Media Sosial, Instagram, Komunitas, Kampanye Digital ABSTRACT            Traditional Games Returns (TGR) is a non-profit community that the mission is to restore and introduce Indonesian traditional games. This counted as the asset and cultural heritage to preserve national identity. Along with the development of technology, traditional games are now rarely played. Thus, TGR Community campaigned through Instagram to grab its target which is digital generation. This study will reveal how TGR as a community utilizes social media according to the perspective of information, community and action (Lovejoy and Saxton, 2012) as well as qualitative approach. The result showed that TGR used public figures for message effectiveness and credibility. Then TGR created interactive and creative content such as nostalgic values, and involved participation from netizens by making competitions and utilizing hashtag feature. Suggestions for further research is dig more deeper about creative strategies in content creation, this is actually main factor in attracting potential and main followers to participate, that makes non-profit organization survive. Keywords: Media Social Utilization, Instagram, Community, Digital Campaign

scholarly journals ANALISIS STRATEGI MARKETING PUBLIC RELATIONS PIZZA HUT CIMAHI DI TENGAH PANDEMI COVID-19

2020 ◽  
Vol 4 (2) ◽  
pp. 97
Author(s):  
Iis Heryati ◽  
Diny Fitriawati
Keyword(s):  
Public Relations ◽  
Marketing Strategy ◽  
Large Scale ◽  
Structured Interviews ◽  
A Value ◽  
Qualitative Descriptive ◽  
Pull Strategy ◽  
The Right ◽  
The City ◽  
Pizza Hut

<p><strong>Abstrak </strong></p><p>Kerugian restoran akibat adanya pandemi Covid-19 selama Pembatasan Sosial Berskala Besar (PSBB) dalam dua bulan terakhir nilainya mencapai angka triliunan rupiah. Perusahaan harus menerapkan strategi yang tepat untuk menangani kondisi ini. Strategi <em>Marketing Public Relations</em> dinilai sangat efektif oleh setiap perusahaan agar bisa menarik konsumen dan meningkatkan citra baik bagi perusahaan. Tujuan dari adanya penelitian ini, penulis ingin mengetahui dan memahami bagaimana proses kegiatan yang dilakukan dalam melaksanakan strategi <em>M</em><em>arketing Public Relations</em> tersebut. Metode yang digunakan yaitu metode deskriptif kualitatif dengan pengumpulan data melalui wawancara semi terstruktur, observasi di lapangan, pengamatan sosial melalui berbagai media. Hasil penelitian menunjukan <em>Marketing Public Relations</em> Pizza Hut Cimahi dalam menangani keadaan yang terjadi menerapkan <em>Three Ways Strategy</em>. <em>Three Ways Strategy</em> meliputi <em>Pull Strategy</em> dengan melakukan promosi menggunakan media, <em>Push Str</em><em>a</em><em>tegy</em> dengan memberikan diskon secara berkala, dan <em>Pass Strategy</em> dengan melakukan <em>branding</em> sebagai restoran yang tanggap situasi. Keberhasilan Pizza Hut Cimahi dalam menjalakankan Strategi <em>Marketing Public Relations</em> tersebut dilihat dari adanya pencapaian target penjualan yang lebih tinggi dibandingkan dengan Pizza Hut di daerah lain yaitu Pizza Hut di Kota Bandung.</p><p> </p><p><strong><em>Abstract</em></strong></p><p><em>The restaurant losses as a result of the Covid-19 pandemic and social restrictions on a large scale (PSBB) the past two months achieve a value of the billions rupiah. The company must implement the right strategy to handle this condition. Marketing Public Relations strategies are effective for companies to pull costumer and improve their brand image company. The purpose of this research, the author wants to know and understand how the process of activities is carried out in implementing the Marketing Strategy Public Relations. The method used is qualitative descriptive methods by data collection via semi structured interviews, field observations, social observations via various media. Research shows Marketing Public Relations of Pizza Hut Cimahi to handle of situation implemented Three Ways Strategy. Three ways strategy encompass a “Pull Strategy” by using media promotions, “Push Strategy” by giving periodic discounts, “Pass Strategy” the restaurant that are aware of the situation. Pizza Hut Cimahi success in carrying out the Marketing Strategy Public Relations is seen form the presentation of sales targets that are higher that the Pizza Hut is other areas namely Pizza Hut in the city of Bandung</em></p>

scholarly journals Otoritas Keagamaan Baru: Habituasi dan Arena Dakwah Era Digital

2020 ◽  
Vol 2 (2) ◽  
pp. 69-82
Author(s):  
Didid Haryadi
Keyword(s):  
Social Media ◽  
Local Level ◽  
Qualitative Approach ◽  
Religious Authority ◽  
Public Figures ◽  
Progressive Group ◽  
Key Factor ◽  
Nahdlatul Ulama

The presence of the hijrah community in Indonesia directly resulted in the emergence of a new religious authority. Social media is a key factor in the massive campaign and regeneration carried out by the hijrah community. 'Terang Jakarta' and 'Shift Bandung' are two hijrah communities that have a very large number of congregations, especially on social media. This research attempts to answer the role of social media in shaping new patterns of new religious authority and to describe its relationship with traditional religious authority. Using a qualitative approach, this research finds that the formation of new religious authorities is more dominated by the prseference for preaching through social media, both by public figures and new religious teachers at the local level. These new religious authorities were actively involved in the hijrah community which they directly cultivated. Traditional religious authorities such as Nahdlatul Ulama (NU) and Muhammadiyah need to synergize programs with hijrah groups, especially in dakwah activities and religious moderation. This research considers that the Islamic Progressive group is an alternative movement capable of providing advocacy to all groups in Indonesia.

scholarly journals MANAJEMEN KONTEN INSTAGRAM MILIK PEMERINTAH DALAM PROMOSI POTENSI PARIWISATA DAERAH DI KABUPATEN BANYUMAS PROVINSI JAWA TENGAH

2021 ◽  
Vol 17 (1) ◽  
Author(s):  
Wisnu Widjanarko
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Qualitative Approach ◽  
Reciprocal Relationships ◽  
Central Java ◽  
Promotion System ◽  
Potential Impact ◽  
The Government ◽  
Tourism Potential ◽  
The Many

Tourism is one of the many resources owned by Banyumas Recency, a small town located in Central Java Province, which has potential impact in increasing the independence and welfare of the community. To promote Banyumas tourism, a communication medium that is in tune with the present and can built public motivation and interest in visiting the location is urgently needed. Instagram is a social media that responds as a digital communication platform that has the ability to build a reputation and sustainable reciprocal relationships with audiences/publics. This research aims to identify how to manage the Instagram account content @dinporabudpar_banyumas in supporting the tourism potential promotion system in Banyumas Regency. Using a qualitative approach and content analysis, the data were obtained through the upload documentation in Instagram from 21 September until 31 December 2019. The results showed that the uploaded content was categorized into three types, namely cultural, natural and culinary tourism. Uploaded content combines photo and video aspects with attention to informative-persuasive text narrative. This capability in management will have an impact on the development of regional development and become a form of public relations articulation for the government that takes sides in the implementation of development. Keywords: Social Media, Instagram, Public Relations, Promotion, Tourism

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