ASTRA DAIHATSU CUSTOMER VIRTUAL EVENT’S SPECIAL EVENT STRATEGY BY PT. MAHA KREASI INDONESIA

The spread of the Covid-19 pandemic in all parts of the world including Indonesia, resulted in most industrial sectors experiencing economic paralysis. Business people must do various ways to keep their business running and marketing activities carried out with innovations according to the situation. With all the limitations of movement, the emergence of various virtual events is a solution for marketing activities to keep going in this critical pandemic. Astra Daihatsu is one of the brands that is active in holding virtual events during the pandemic through PT. Maha Kreasi Indonesia as an alternative to their marketing activities during the pandemic. Customer virtual events are carried out to maintain Astra Daihatsu's communication with the community, and be active in continuing Astra Daihatsu's routine marketing activities, namely holding events. The purpose of this study was to identify the special event strategy implemented by PT. Maha Kreasi Indonesia as the organizer of the Astra Daihatsu virtual event. This study uses the theory of special event stages by Joe Goldblatt which consists of research, design, planning, coordination, and evaluation. The research method used is descriptive qualitative with a post-positivism paradigm and data collection was carried out by in-depth interviews, observative pastoral, documentation, and literature study. The results obtained explain the application of the special event stages in the implementation of the Astra Daihatsu virtual event by PT. Maha Kreasi Indonesia in carrying out its marketing activities.

AN INFOTAINMENT FRAMING ANALYSIS: CELEBRITY DIVORCE PORTRAYAL IN INDONESIA

Infotainment has been a part of Indonesian mainstream media segmentation for a long time. Celebrities Divorce cases are one example of a storyline that Infotainment often covers with certain framing to gain more reaction from the public. This study aimed to uncover the framing within Aura Kasih divorce cases that are being reported by Insert, one infotainment channel in Indonesia. The researchers used Framing theory by Robert Entman. The dataset was taken from television and social media such as @inserlive, Insert infotainment, Intens Investigasi, and Trans TV Official. The result of this study concluded in several usage of framing that drives people to their own conclusions outside the information that those infotainment offers and proves the effect of said framing to influence the viewers perception and opinion.

DELTA FM JOGJA'S MARKETING COMMUNICATION STRATEGY IN MAINTAINING ITS EXISTENCE IN THE SPECIAL REGION OF YOGYAKARTA

The intence radio competition in Yogyakarta requires radios to have a strategy in maintaining their existence in this digitalized era. A good marketing communication strategy is needed to attract the attention of both listeners and advertisers. Delta FM radio as a network radio certainly has challenges in competing with other competitor radios in Yogyakarta. To maintain its existence, Delta FM radio requires the right marketing communication strategy. This study aims to determine the marketing communication strategy of Delta FM Yogyakarta in maintaining its existence in D.I.Yogyakarta. This study uses Planning theory by Berger, Marketing Communication Mix, and analysis of Segmenting, Targeting, and Positioning (S-T-P). The research method used is descriptive qualitative. The results showed that in determining the marketing communication strategy, Delta FM Yogyakarta carried out 3 stages, namely the planning stage, the implementation stage, and the evaluation stage. In its implementation, Delta FM uses 5 stages of marketing communication mix, such as Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Selling.

SOCIAL MEDIA MARKETING STRATEGY IN BUILDING BRAND ENGAGEMENT

The rapid development of social media as part of people’s lifestyle nowadays, is currently being used by companies to strengthen emotional bonds between consumer and brand. Through social media marketing activities in #AlamiLawanJerawat campaign, &friends as a creative agency carried out three objective phases, one of them is brand engagement, which is an important element in getting consumer participation. This study aims to find out the social media marketing strategy and explore the factors which oppose the social media marketing strategy of &friends in building Himalaya’s brand engagement through #AlamiLawanJerawat campaign on Instagram. This study used Breakenridge's The Social Media Strategy Wheel theory with the concept of brand engagement. This research method used descriptive qualitative case study. The data collection process was carried out by observation and in-depth interview. From the research results, it was found that the strategy taken by &friends for Himalaya was to create insights for content creation related to target audiences, utilize influencer channels, and engagement contents such as giveaway and honest reviews which ultimately succeeded in increasing brand engagement at the loyalty audiences stage, with 217% increase in sales in four months, and a growth of followers from 15,000 to 27,000 after the #AlamiLawanJerawat campaign on Instagram. In implementing the strategy, internal obstacles were found, namely inconsistencies in the implementation of the content schedule and external obstacles on the timeline production.

STRATEGIC ANALYSIS OF “LINTAS DENPASAR PAGI” RADIO PROGRAM AT RRI DENPASAR IN SERVING PUBLIC INTEREST

Broadcast media has an important role in social life in Indonesia because broadcasting does not only act as an entertainment medium but provides information that is needed by the public. This is a challenge for LPP RRI where it is required to maintain its idealism and existence and attract the attention of listeners so that it can support and bridge the interests of the community. One interesting program is "Lintas Denpasar Pagi" because this program offers information and news that is actual and relevant to the local community so that it is expected to bridge the public interest. Therefore, it is necessary to develop a program strategy for the Lintas Denpasar Pagi program to contribute to society and maintain idealism and existence during tight competition in the broadcasting industry. The strategy is prepared using a descriptive research method with a qualitative approach, where data is obtained from interviews, observation, and documentation and data analysis using the SWOT approach. Based on the analysis that has been done, the Lintas Denpasar morning production team must pay attention to input from loyal and loyal listeners and partners who are collaborating. Then an initiative is needed to add to other market segmentations and take advantage of digital technology such as mobile applications and social media. To attract listeners, it is necessary to have up-to-date and up-to-date information about various things that the community needs as well as collaborating with various arts and cultural communities in Bali which can be a solution to attracting local listeners.

ANALYSIS OF TOKOPEDIA’S ADVERTISING CREATIVITY “WAKTU INDONESIA BELANJA”

Companies must have innovative ways of communicating messages to compete with other companies because of the many new companies that have sprung up. One of them is by using television media. However, with the increasing number of companies placing advertisements, the number of TV stations in Indonesia is now around 1027 television stations. The public's tendency to switch channels has made advertising conditions worse so that creative advertising is needed. Using a qualitative descriptive method focuses on describing, analyzing, and interpreting Tokopedia advertisements from television media. The data collection techniques used were observation, literature study, and documentation. The results showed that the Tokopedia WIB "Waktu Indonesia Belanja" advertisement was always on television. The advert is inspiring and easy to remember. This advertising has creativity as seen from the indicators of connectedness, suitability, and novelty.

EVALUATION OF TOURISM MARKETING COMMUNICATIONS PUNCAK SOSOK AS DESTINATION OF NIGHT TOURISM IN BANTUL

As a night tourist destination that is unique and has great potential, Puncak Sosok requires an evaluation of Puncak Sosok's marketing communications. The formulation of the problem in this research is how to evaluate marketing communication conducted by Puncak Sosok managers. The purpose of this research is to describe and to find out the evaluation of Puncak Sosok marketing communication and the supporting and inhibiting factors in its implementation. This research uses eight main marketing communication models by Kotler and the PII (Preparation, Implementation, Impact) evaluation model by Cutlip-Center-Broom with a qualitative approach. The results of the evaluation on the preparation aspect are conformity with the objectives and background where fluctuations in visits, but there are no details number of the tourist targets so that the measurement of success is not detailed. Evaluation on the implementation aspect are that most of the programs have been running well, but there are problems such as social media creativity and the absence of tour packages and authentic Puncak Sosok products. Impact evaluation results on most programs have had a positive impact such as the number of media publications and known as a typical night tourism destination with live music. Nevertheless, some programs are still ineffective and need to be improved, such as direct marketing and personal selling programs, which have less impact on attracting tourists. Supporting factors are the relationship that exists with the media and stakeholders, while the lack of innovation and knowledge of human resources in marketing and media use become inhibiting factors.

Komunikasi Penderita Gangguan Kesehatan Mental Pada Generasi Milenial

Mental health is currently a health that must be considered in addition to physical health. According to Riset Kesehatan Dasar (2018), it shows that depression is the highest mental illness and there are 450,000 people who are people with severe mental disorders (ODGJ) who have an age range of 15-29 years. This study aims to see the communication made by survivor of mental health disorders in creating millennials to their closest people. The theory used in this research is Communication Privacy Management Theory (CPM) and Contructivism Theory. CPM theory explains how a person with a health disorder communicates mental illness by considering their personal information. Meanwhile, constructivism theory supports the CPM theory to explain how sufferers of mental health disorders choose the right diction so as not to cause wrong perceptions. Constructivism theory explains how a person constructs the message to be delivered. The method used in this study is a qualitative method with purposive sampling, which is to determine the information required by the researcher. The results of this study are each information that has rules for conveying privacy information to the closest person. The informants' trust with other people still have their privacy boundaries made based on gender, culture and context. In addition, informants used proper diction to convey their mental illness to the closest people.

Independent Campus Implementation at UPN “Veteran” Yogyakarta

Independent campus policy was a form of Student Centred Learning (SCL) actual implementation. Through this policy, learning might be performed outside campus area, yet still within lecturer’s supervision. The policy implementation needed carefulness. Objective of this research was to establish the implementation of independent campus at UPN “Veteran” Yogyakarta. This research used qualitative descriptive method using in-depth interview. This research, also, used diffusion of innovation theory to see how the adaptation process performed by academics of UPN “Veteran” Yogyakarta in implementing independent campus policy. Result of this research showed that University of National Development (UPN) “Veteran” Yogyakarta satisfied Independent Campus program preparation in the future and would be elaborated and referred to 5 decision making processes. Stages in diffusion of innovation were stages of knowledge, persuasion, decision, implementation, and confirmation. Lecturer as educator had been socialized about Freedom to Learn – Independent Campus (MBKM) program. Therefore, after draft of Independent Campus had been implemented, freshmen would be the first batch that would be tried with this policy. In competency, UPN “Veteran” Yogyakarta lecturers had been known that they met the teaching quality standard. In addition, learning process method would be made creatively and innovatively to balance the MBKM dynamics.

HEALTH COMMUNICATION LITERACY OF ADOLESCENT REPRODUCTIVE SYSTEM IN BANTUL REGENCY YOGYAKARTA

The phenomenon of early marriage in Indonesia seems to be shared. Indonesia is the second-highest country in ASEAN in the level of early marriage. Bantul Regency, as part of the Special Region of Yogyakarta Province, faces a similar problem, early marriage rates are relatively high. This is crucial because early marriage is vulnerable to various problems, including physical and mental health problems. This research focuses on the level of youth literacy in the Banguntapan village, Bantul Regency, about sex education. Besides, this research also focuses on health communication by the government to educate adolescents related to sex education. The design of this study is qualitative, data collection techniques carried out with Content Analysis, In-Depth Interview, and Focused Group Discussion. The data analysis technique used is a cross-site analysis. The validity test in this study uses source triangulation and method triangulation. The results showed that the literacy culture of adolescents in Banguntapan village is still low; adolescents cannot yet understand sex education. Even so, the government has conducted health communication that focuses on the dangers and effects of sexual relations at an early age.