Anubhava: Jurnal Ilmu Komunikasi HIndu

PENERAPAN MENYAMA BRAYA DALAM KOMUNIKASI SOSIAL UNTUK MENINGKATKAN IKLIM KERJA DI URBANLIFE STORE BALI

Luh Putu Ega Suratningtyas — 2025-09-30

Conducive work climate creates a strong basis for relationships between employees that support overall company achievements. In order to support the work climate, Urbanlife Store Bali implements social communication based on menyama braya, the concept encourages employees to help each other, build harmony and kinship. This research aiming to explain the reasons for menyama braya being a basis for social communication in supporting the work climate, find out the application of menyama braya and describe the implications. Theories that used are interaction adaptation theory, communication accommodation theory and social action theory. Research was located at the Urbanlife Store Bali. With qualitative type of research and also determining informants using the purposive sampling method. Data was collected through interviews, observation and literature study. The reason menyama braya used as a basis of social communication at Urbanlife Store Bali are to build cooperation between employees, create principles of equality and diversity, and prevent tension between employees. The implementations of menyama braya are introducting culture; cooperation in completing work; tolerance for differences in tenant operating hours; mutual trust, flexibility and employee involvement in decision making; celebrating employee special days and giving rewards; suka-duka activities and adjustments of evaluation methods. Last, implications are viewed from cognitive, affective, and behavioral aspect.

PENGARUH E- SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA PENDENGAR RADIO PINGUIN DI BALI

Made Surya Winata — 2025-09-30

This study examines the quality of electronic services (e-service quality) that has been implemented by Radio Bali in achieving customer satisfaction and being able to create customer loyalty. Radio Pinguin Bali uses WhatsApp as one way to provide effective and efficient services to listeners who want to interact anytime and anywhere. Request favorite songs, greet friends, or ask questions about various things according to their needs. This study employs a quantitative methodology, gathering data via questionnaires. The 176 participants in this study were Radio Pinguin listeners who communicated via Radio Pinguin WhatsApp between January and December 2024. Multiple linear regression was the method of study, and the results demonstrated that Radio Pinguin listeners may communicate with Radio Pinguin via Radio Pinguin WhatsApp by introducing themselves, requesting their favorite songs, inquiring about advertising expenses, or anything else that suited their needs. The study's conclusion highlights that Radio Pinguin has been successful in offering listeners high-quality electronic services over WhatsApp, making the service efficient and successful. This is demonstrated by the growing loyalty of listeners, who are happy with the services they receive.

KOMUNIKASI PEMASARAN PENGEMBANGAN DESA WISATA PINGE KECAMATAN MARGA KABUPATEN TABANAN

Made Martha Widyadnyana — 2025-09-30

Pinge Tourist Village, a cultural heritage site of ancient Bali, offers unique and attractive traditional house designs, such as the neatly arranged and parallel entrance gates or angkul-angkul. Pinge tourist village has very pristine natural scenery and a culture that is typical of the original Balinese village. Beside that, the air in this village is still cool enough to enjoy. Tourists can see firsthand how people in Pinge Village work, such as plowing rice fields, preparing seedlings, planting rice, harvesting rice, storing rice in granaries, and harvesting flowers. This research is a qualitative study with a descriptive method and an experimental approach, where the researcher acts as the main instrument. Data collection was carried out using triangulation techniques, while data analysis was inductive to gain an in-depth understanding of marketing communication phenomena and the development of village tourism. Primary data was obtained from field observations and in-depth interviews with managers and tourists in Pinge Tourism Village, who were considered to understand the research topic. Meanwhile, secondary data comes from written documents such as books and literature relevant to the issue being researched. The selection of informants was done thru purposive sampling, which means choosing individuals who are directly involved in the field being researched. From the data analysis, it can be found that the existence of Pinge Tourism Village, located in Baru Village, Tabanan Regency, can be accessed by various types of vehicles, both two-wheeled and four-wheeled. The involvement of village residents plays an important role in efforts to increase tourist visits to Pinge Tourism Village, and the concrete step taken was the designation of Pinge Village as a tourism village thru Tabanan Regent's Decree Number 337 of 2004. The forms of marketing communication used for the development of Pinge Tourism Village in Baru Village, Marga District, Tabanan Regency, by the management of Pinge Tourism Village in synergy with Baru Village are as follows: Social Media, Public Relations, Advertising. The implications of marketing communication in the development of Pinge Tourism Village are clearly seen in the economic sector. In addition, Pinge Tourism Village is one example of a tourism village that has implemented the Tri Hita Karana-based tourism village concept. Pinge Tourism Village also plays a role in supporting local government programs in terms of sustainable tourism development and cultural preservation. In addition, it develops understanding of communication science, particularly in the context of cultural tourism marketing communication, which emphasizes the importance of synergy between village managers and local communities, as well as the application of the Tri Hita Karana concept as a communication model that supports sustainability and cultural preservation in tourism development.

MANAJEMEN KOMUNIKASI DALAM MENINGKATKAN PELAYANAN PUBLIK BERBASIS E-GOVERNMENT DI DINAS KOMUNIKASI, INFORMATIKA DAN PERSANDIAN KABUPATEN BANGLI

I Wy Ana Kurniawan — 2025-09-30

This study explores communication management in enhancing public services through e-government at the Department of Communication, Informatics, and Encryption (Diskominfosan) of Bangli Regency. It addresses three main issues: (1) the application of communication management in improving digital public services, (2) the barriers faced during implementation, and (3) the implications and evaluations of these practices. Using a descriptive qualitative method, data were collected via interviews, observations, and document analysis. The findings indicate that effective communication management enhances government responsiveness, public engagement, and transparency. Digital services such as the Bangli Era Baru 24-Hour Complaint Center and the official website (www.banglikab.go.id) have improved service quality. However, challenges remain, including low digital literacy, limited infrastructure, and weak inter-agency coordination. The study emphasizes the need for adaptive communication strategies, improved digital literacy, and stronger collaboration among government, citizens, private sectors, and academia. Continuous evaluation is also essential to ensure sustainable, accountable, and participatory public services. With more effective communication, e-government in Bangli Regency holds strong potential to evolve into a more innovative and responsive public service model.

ANALISIS RETORIKA REPRESENTASI FEMINISME DALAM NOVEL KENANGA KARYA OKA RUSMINI

I Gusti Agung Istri Agung Mas Arawinda Ningrat — 2025-09-30

This study aims to analyze the representation of feminism and the forms of persuasive rhetoric used in the novel Kenanga by Oka Rusmini. The novel addresses gender issues within the patriarchal cultural context of Bali, particularly the caste system that places women in a subordinate position. This research uses a qualitative method with a feminist literary criticism approach and the rhetoric of persuasion theory by Sonja Foss and Karen Foss. The main focus of the study is to identify the feminist currents represented in the novel and analyze the forms of rhetoric used to convey messages of gender equality. The results of the study show that radical feminism is the most prominent current in this novel, marked by the main character's resistance to the dominance of cultural norms and social rules that oppress women. Kenanga's struggle represents a form of women's resistance to the established patriarchal system. In its delivery, the most dominant persuasive rhetoric is conversion rhetoric, which gradually guides the reader to change their views on the roles and positions of women in society. This rhetoric is used subtly yet effectively to raise awareness and empathy for gender inequality issues. This study shows that Kenanga is not merely a work of literature, but also a medium of social critique and ideological persuasion against ongoing gender injustice. Therefore, this work is relevant as an interdisciplinary study in the fields of literature, gender, and communication.

KOMUNIKASI PERSUASIF GURU DALAM PEMBENTUKAN KARAKTER ANAK USIA DINI DI TK TUNJUNG SARI SCHOOL DESA MAS UBUD GIANYAR

Ida Ayu Made Partami — 2025-10-20

Character education in early childhood plays a crucial role in shaping a child's overall development. At TK Tunjung Sari School, Desa Mas, Ubud, teachers play an essential role in instilling character values through persuasive communication, especially within a multicultural context. This study explores: (1) the process of persuasive communication used by teachers to shape character, (2) the challenges faced, and (3) the techniques and strategies applied. Theoretical foundations include Persuasive Communication, Behaviorism, and Transactional Communication theories. A qualitative descriptive method was used, with data collected through observation, interviews, and documentation. Results show that teachers use simple language, non-verbal cues, and positive reinforcement such as praise, hugs, and stickers to support communication. While physiological and physical barriers were minimal, psychological barriers occasionally appeared, especially when children felt anxious. Semantic barriers were not found due to strong collaboration between teachers and parents. Techniques such as reassurance, bandwagon, say with flower, and transfer were applied consistently. These were supported by psychodynamic and sociocultural strategies that helped instill values like honesty, independence, cooperation, and tolerance. In conclusion, persuasive communication that is adaptive and contextually applied is effective in shaping character in early childhood settings

KOMUNIKASI ANTARBUDAYA PADA UMAT HINDU-ISLAM DALAM MEMBANGUN MODERASI BERAGAMA DI DESA BUDAKELING BEBANDEM KABUPATEN KARANGASEM

I Gusti Ayu Twin Jayantari Twin Jayantari — 2025-09-30

Behind Bali’s global image as a cultural and spiritual tourism hub lies a rich tapestry of interfaith communication. Budakeling Village in Karangasem exemplifies how Hindu and Muslim communities not only coexist, but actively engage in shared traditions, language, and social spaces. This study explores: (1) the patterns of everyday intercultural communication between Hindu and Muslim residents, (2) the challenges arising from cultural differences, and (3) the local strategies employed to maintain harmony and promote religious moderation. Employing a qualitative approach with ethnography of communication as its method, data were collected through participant observation, in-depth interviews, and visual documentation. Dedy Mulyana’s theory of intercultural communication provides the conceptual framework to understand how meaning and cultural symbols are negotiated in daily interactions. Findings reveal that communication in Budakeling takes place through symbolic practices such as ngejot, megibung, and cross-religious participation in traditional ceremonies. The use of Balinese as a common language fosters equality and social solidarity. Despite these positive dynamics, challenges remain such as differing views on food taboos (e.g., pork in megibung) and nonverbal norms like handshakes between non-mahram individuals. The community, however, responds with adaptive strategies grounded in local values, particularly menyama braya (kinship). This study affirms that context-sensitive intercultural communication can strengthen religious moderation and offer a model for peaceful coexistence in other multicultural societies.

PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN DAN CORPORATE BRANDING DI AKASA SPECIALTY COFFEE KECAMATAN KINTAMANI KABUPATEN BANGLI

Ni Kadek Ayu Sri Dianawati — 2025-09-30

This study aims to analyze the marketing communication and corporate branding strategies implemented by Akasa Specialty Coffee through Instagram in shaping brand image and enhancing competitive advantage. Using a descriptive qualitative approach, this research explores the integration of verbal, non-verbal, and visual communication elements in each of Akasa's Instagram content. The study is grounded in Marketing Communication Theory and Agenda Setting Theory. Data were collected through observation, in-depth interviews with internal company representatives and active consumers, documentation, and literature review. Informants were selected using purposive sampling, and data were analyzed using qualitative descriptive techniques through the processes of data reduction, data presentation, and conclusion drawing. The research findings reveal that Akasa Specialty Coffee consistently applies a friendly and inspirational storytelling style in its captions and maximizes Instagram’s visual features such as high-quality photos, cinematic videos, educational infographics, and user-generated content (UGC) to strengthen its brand identity. This strategy is further supported by the use of interactive features such as Instagram Stories, Reels, and Direct Messages to foster more personal engagement with the audience. Within the framework of Agenda Setting Theory, Akasa successfully highlights key issues such as product quality, scenic location, and customer experience as focal points of public attention. The implementation of these strategies has positively impacted visitor numbers, customer loyalty, and market expansion, both domestically and internationally. Thus, Instagram has proven to be an effective medium in supporting digital marketing communication and building Akasa Specialty Coffee’s image as an authentic premium coffee destination in Kintamani.

PEMANFAATAN TIKTOK SEBAGAI MEDIA KOMUNIKASI PEMASARAN PT AROMAKUE INVESTANIAGA BERSAMA DALAM MEMBANGUN BRAND IMAGE DAN BRAND LOYALTY PADA TAHUN 2024

Ida I Dewa Agung Tirtayasa — 2025-09-30

This study explores the utilization of TikTok as a marketing communication medium by PT Aromakue Investaniaga Bersama in building brand image and brand loyalty in 2024. The research was motivated by the rapid growth of digital technology and the increasing role of social media, especially TikTok, in transforming consumer behavior and marketing strategies. The core research questions examined how the company employs TikTok for marketing, the implications for brand development, and the communication challenges encountered. Theoretical frameworks include marketing communication theory, agenda-setting theory, and the S-M-C-R-E communication. A descriptive qualitative method with an exploratory approach was applied, using interviews, direct observation, documentation, and literature review for data collection. The results reveal that PT Aromakue utilizes TikTok’s features—short videos, For You Page (FYP), live streaming, and hashtags—to communicate effectively with consumers and establish an engaging brand presence. These strategies have positively influenced consumer perception (brand image) and emotional engagement, leading to increased customer loyalty. TikTok serves not only as a promotional tool but also as a platform for creating interactive relationships with audiences. Nevertheless, the company faces challenges such as maintaining content consistency, adapting to changing algorithms, and managing negative feedback. The study concludes that TikTok is a relevant and effective marketing communication medium, especially for retail businesses aiming to build strong brand identity and customer loyalty in the digital era.

STRATEGI KOMUNIKASI PUBLIK PEMERINTAH DAERAH DALAM PELAYANAN PENGADUAN 24 JAM BANGLI ERA BARU BAGI MASYARAKAT DI KABUPATEN BANGLI

I Putu Yoga Andreyana — 2025-09-30

The phenomenon of public enthusiasm in the digitalization era reflects a strong response to change, especially in terms of information transparency and services provided by local governments, particularly within the Bangli Regency Government. One notable initiative is the Bangli Era Baru 24-Hour Complaint Service, which provides a variety of information and news related to Bangli Regency, including updates on natural disasters, traffic accidents, local events, infrastructure damage, ceremonial activities, road closures, and public complaints from the community in Bangli. To understand the utilization of the Bangli Era Baru 24-Hour Complaint Service by the community in Bangli Regency, this study explores the public communication strategies employed by the local government, the challenges faced, and the implications of such communication efforts.This research applies several theories to examine the issue of local government communication strategies in managing public complaints through the Bangli Era Baru 24-Hour Complaint Service, including the Social Penetration Theory, Stimulus-Organism-Response (S-O-R) Theory, and Mass Communication Effects Theory—with the latter serving as the main theoretical framework. The Mass Communication Effects Theory helps explain how new media representations influence public service communication. In line with the research design, this study adopts a qualitative approach, focusing on natural settings with the researcher as the primary instrument. The data is descriptive, analyzed inductively, and emphasizes the meaning behind social phenomena. The communication strategy implemented by the Bangli Era Baru 24-Hour Complaint Service includes Communication Planning, Continuous Service Communication Implementation, Use of Communication Media, as well as Monitoring, Evaluation, and Reporting. This study identifies several challenges, such as limited funding, insufficient human resources, and low public literacy. However, efforts have been made to overcome these obstacles, leading to increased public awareness and improved effectiveness of the communication strategies employed by the service.