Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya

Brand Engagement Analysis on KODOMO Instagram Account @temankodomo

Lintang Samudera — 2024-10-20

This research discusses the strategic use of Instagram social media by children's product brand Kodomo to increase their engagement through Regina Luttrell's SoMe Circular Model. Social media plays an important role in digital communication, We Are Social stated that in January 2024, of all internet users in Indonesia aged 16-64 years, 85.3% used the Instagram application, followed by Facebook 81.6% and TikTok 73.5%. Instagram is a key platform for businesses, including Kodomo, which targets young mothers through engaging visual content. This research uses a qualitative approach to understand Kodomo's strategy in the four stages of the SoMe Circular Model: Share, Optimize, Manage, and Engage. The results show that Kodomo successfully utilizes Instagram by choosing a platform that suits the target audience. The study concludes that a structured communication strategy and a deep understanding of the audience are essential in increasing engagement on social media.

Visual Communication Strategy in Sasa Tepung Bumbu Advertisement Animation

Hasbullah Hasbullah — 2024-10-20

Effective visual communication in advertising plays a key role in attracting audience attention and shaping brand image. A well-known kitchen spice brand in Indonesia, advertising animation is used as the main tool to convey the brand message creatively and attractively. However, how effective is animation in increasing brand appeal and strengthening emotional connections with the audience. This research aims to analyze the visual communication strategies implemented in Sasa advertising animations and evaluate their impact on consumer perceptions. Through a qualitative approach and descriptive analysis, this research is based on visual aesthetic theory. The results of this research show that Sasa advertising animations use effective visual communication strategies to convey product messages in an interesting and memorable way. Playful and creative visual elements in animation help simplify information, create positive associations with the brand, and increase consumer engagement. This research provides valuable insight into how visual communication can be optimally utilized in advertising to achieve marketing objectives and strengthen a brand's position in the market.

Visual Hermeneutics Reception Xiao Character In Genshin Impact Game

I Putu Adi Saskara — 2024-10-30

Video games are an entertainment phenomenon that is popular among today's people. Various genres of video games have emerged and have their own impression on the players. In it, video games have visual elements that have their own uniqueness and aesthetic value. These visuals can provide information, especially on the character designs in the game world. Like the visual elements in the game Genshin Impact, where the visual elements in it certainly have meaning and interpretation of each other and form the narrative in the game itself. Characters created with certain characteristics will certainly attract players' interest. This research aims to interpret the visual design contained in the creation of a character using Ricoer's hermeneutic theory. Through analysis carried out with Ricoer's visual hermeneutics perspective, we can view Xiao's character design as a work of art that is not only pleasing to the eye, but also summarizes a philosophical and emotional narrative that gives character depth in this fantasy world. Hermeneutics plays a central role in helping us understand the meaning and complexity of Xiao's character behind his visual elements.

Communication Strategy of Hindu Religious Counselors in Conveying Hindu Teachings at The Denpasar City Ministry of Religious Affairs Office

Ni Putu Trisna Damayanti — 2024-10-30

The expectations of Hindu Religious Counselors in Denpasar City to reach a broader audience through social media do not align with the feedback on the content produced. Although the YouTube account of the Denpasar City Ministry of Religious Affairs has 4,270 followers, the number of likes and comments does not match the number of followers. The research questions in this article are: 1) How is the communication strategy planning of Hindu Religious Counselors in conveying Hindu teachings at the Denpasar City Ministry of Religious Affairs Office? 2) What media are used in the communication strategy of Hindu Religious Counselors in conveying Hindu teachings at the Denpasar City Ministry of Religious Affairs Office? and 3) What is the communication strategy of Hindu Religious Counselors in conveying Hindu teachings at the Denpasar City Ministry of Religious Affairs Office? The theories used include Persuasive Communication, Diffusion of Innovations, and Stimulus-Response. This research is qualitative. Data collection methods include observation, interviews, documentation, literature review, and online references. The research findings are: (1) Hindu Religious Counselors base their planning on the regulations set by the Directorate General of Hindu Community Guidance, specifically Minister of Administrative and Bureaucratic Reform Regulation No. 9 of 2021. (2) Hindu Religious Counselors at the Denpasar City Ministry of Religious Affairs use two types of communication media: offline communication media and online communication media. (3) The messages conveyed by the counselors always follow Tattwa, Susila, and Acara.

Keywords: Communication Strategy, Counseling Message, Communication Media

Affiliate Marketing Communication Strategy in Attracting Consumer Shopping Interest in a Product in the Marketplace

Dewa Ayu Mirna Wati Dewa Ayu — 2024-10-30

Social media is a digital platform that facilitates its users to facilitate interactive social interactions. Social media is also an effective way to market products and services widely which can increase sales and advance business. In an effort to attract visitors to open and even shop on an e-commerce platform, of course it cannot be separated from the many people who influence (poison) promotions with advertisements on various social media so that many people are interested in visiting the e-commerce and even to buy the products they sell. In order to convey information and other interests, a person or group of people who are considered influential are needed to guide opinions and voice marketing interests such as promotions. Currently, many new professions have emerged, as a result of the high number of social media users in Indonesia, one of which is content creator. A content creator is someone who focuses on creating content, whether in the form of writing, images, videos, podcasts, or other forms. Currently, many content creators have joined affiliates to earn commissions. Affiliates will get a commission based on their performance in promoting Shopee products and sharing affiliate links. Therefore, this research is very interesting to research because it is to find out what kind of strategies are used by Shopee affiliates in promoting products. The research method used is a qualitative descriptive method with the aim of understanding the marketing communication strategies used by Shopee affiliates and what the results of the strategies that have been implemented are

The Influence of Social Media on Promotion in the Marketing Department of ITB STIKOM BALI

Ni Made Astiti — 2024-10-30

Digital marketing, or digital marketing, is an effort or method to promote a brand or product using digital-based media. Despite its significant impact, research is needed to evaluate the accuracy of the application of digital marketing in campus promotion. This study aims to analyze the influence of social media on prospective students' decision to enroll at ITB STIKOM Bali. Data was collected through a survey using a Likert Scale, with a total of 365 respondents. This research examines the influence of social media on marketing promotion at ITB STIKOM Bali. By analyzing respondents' responses, it was found that social media plays an important role in enrollment decisions, 81.09% of respondents often access social media to find information about ITB STIKOM Bali. Information about enrollment, campus activities, and testimonials delivered through social media proved to significantly influence prospective students' decisions. Social media is not only the main source of information but also builds trust and closeness between prospective students and ITB STIKOM Bali, making it an effective tool in attracting new applicants.

PT. Serba Digital Efforts to Build Brand Awareness of Costa Products

Jasmine Ramadhany Karim — 2024-10-30

This research aims to analyze PT Serba Digital's strategies and efforts in increasing brand awareness of Costa products, which include camera accessories such as lighting, tripods, and microphones. PT Serba Digital uses various marketing tactics, both digital and conventional, to expand brand awareness among consumers. These strategies include the use of social media, collaboration with influencers, creative content creation, and integrated promotional campaigns. Social media, especially platforms such as Instagram and TikTok, were used as key tools to reach a wider and more diverse audience. Collaborations with well-known influencers and content creators also have a significant impact in expanding the reach of Costa's products. In addition, PT Serba Digital utilizes data analytics to measure the effectiveness of the campaign and adjust strategies based on market response. This study uses qualitative research methods using Kotler and Keller's theory of Brand Awareness. The results showed that these efforts were successful in increasing brand awareness of Costa's products, which was characterized by increased interactions on social media, growth in the number of followers, as well as increased product sales. This study provides important insights for other companies in the camera accessories industry looking to increase brand awareness through innovative and effective marketing strategies.

Dynamics of Intercultural Communication for IAHN Gde Pudja Mataram Dormitory Students

Triwiyoso . — 2024-10-30

This study highlights the dynamics of intercultural communication within the environment of IAHN Gde Pudja Mataram dormitory, which serves as a residence for students from diverse ethnic and cultural backgrounds. Located at Jl. Pancaka No. 7B Mataram, this dormitory is an integral part of the IAHN Gde Pudja Mataram campus, accommodating students from various regions of Indonesia, including Java, Bali, Maluku, and Lombok. The primary focus of the research is to identify, observe, and explore the dynamics of intercultural communication, the language proficiency of both students and faculty, and intercultural awareness in shaping harmonious and inclusive multicultural communication among dormitory residents. The research findings indicate that a high level of intercultural awareness among dormitory residents enables them to adapt their communication styles according to their respective cultural backgrounds, thereby reducing the risk of misunderstandings or miscommunication. Furthermore, this level of awareness also strengthens cooperation, tolerance, and harmony within the dormitory environment through activities such as communal work and collective prayers, creating a warm, inclusive, and safe atmosphere for all residents, both students and faculty alike. Observations of various activities conducted in IAHN Gde Pudja Mataram dormitory also illustrate the importance of this intercultural awareness in fostering harmonious and supportive relationships among dormitory residents. Thus, this research provides deep insights into how the dynamics of intercultural communication contribute to the formation of identity and social interaction within the rich cultural diversity context of Indonesia, as reflected in the IAHN Gde Pudja Mataram dormitory.