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Pemanfaatan Musik Klasik sebagai Media Pengelola Kesehatan Mental Gen Z
Full text linkCurrently, Generation Z is prone to developing signs of mental health illnesses, such as stress and anxiety. If not managed properly, these symptoms could lower their overall quality of life. In contrast, Gen Z shows traits that are typically characterized by openness, tolerance, and innovation, allowing them to develop creative approaches to the challenges they face. One approach involves utilizing classical music as a means of regulating their mental well-being. The younger generation mostly chooses to engage in the act of listening to classical music due to its character that often associated with music that soothes the soul. The author conducted research to see how classical music fans among Gen Z utilize this type of music as a means of maintaining a good mental state. This study employs the Uses and Gratifications (UGT) theory, which refers to the four typologies of uses outlined in McQuail's UGT theory: distraction, personal relations, personal identity, and monitoring. The method used is a qualitative descriptive research, with semi-structured interviews involving three respondents and document analysis as data gathering approaches. The research findings indicate that classical music is effectively utilized as a means of regulating the mental well-being of listeners. This is evident through the satisfaction of the four typologies of uses mentioned earlier when engaging with classical music. These findings demonstrate the potential of classical music to aid individuals in coping with or controlling their mental health by inducing a state of tranquillity, neutralizing negative emotions, providing a sense of security and comfort with one's identity, and stimulating the mind through imaginative visualizations evoked by the act of listening to classical music.
Generasi Z saat ini rentan mengalami gejala gangguan kesehatan mental seperti stres, kecemasan berlebihan, dan lain-lain yang jika tidak dikelola dengan baik dapat mempengaruhi kualitas hidup. Pada sisi lain, Gen Z memiliki karakteristik yang cenderung terbuka, toleran, serta inovatif yang membawa mereka pada solusi-solusi kreatif terhadap masalah yang ditemui, salah satunya yaitu mengelola kesehatan mentalnya dengan mendengarkan musik klasik. Aktivitas mendengarkan genre musik klasik ini menjadi salah satu metode yang dipilih generasi muda karena karakternya yang sering diasosiasikan sebagai musik yang menenangkan jiwa. Berdasarkan hal tersebut, penulis melakukan penelitian untuk melihat bagaimana penggemar musik klasik di kalangan Gen Z memanfaatkan jenis musik ini sebagai sarana mengelola mental yang sehat. Penelitian ini menggunakan teori Uses and Gratification (UGT) yang mengacu pada empat tipologi kebutuhan dalam teori UGT oleh McQuail, yaitu diversion, personal relationships, personal identity, dan surveillance. Metode yang digunakan yaitu penelitian kualitatif deskriptif dengan teknik pengumpulan data wawancara semi-struktur yang dilakukan pada tiga narasumber serta studi dokumen. Hasil penelitian menunjukkan bahwa musik klasik aktif digunakan sebagai media untuk mengelola kesehatan mental pendengarnya yang terlihat dari terpenuhinya empat tipologi kebutuhan di atas ketika mendengarkan musik klasik. Temuan ini menunjukkan bagaimana musik klasik dapat membantu penikmatnya dalam koping atau mengelola kesehatan mental dengan memberikan rasa tenang, menetralisir emosi negatif, memberikan rasa aman dan nyaman dengan identitas diri, serta memotivasi melalui visualisasi yang dipicu oleh imajinasi melalui aktivitas mendengarkan musik klasik
Preferensi Followers terhadap Postingan Akun Instagram @Brin_Indonesia Periode Januari-Desember 2023
Full text linkAkun Instagram @brin_Indonesia merupakan salah satu lembaga penelitian yang berfokus pada riset dan inovasi di Indonesia dengan jumlah pengikut lebih dari 700.000 followers. Followers tentunya memiliki preferensi yang berbeda terkait jenis konten yang mereka sukai. Penelitian ini bertujuan untuk mengetahui jumlah dan jenis postingan, preferensi followers pada setiap postingan, serta sentimen followers pada postingan akun Instagram @brin_Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode statistik deskriptif. Penelitian pada 16 Maret 2024 mengumpulkan data dari akun Instagram @Brin_Indonesia untuk periode Januari-Desember 2023, menemukan total 259 postingan. Frekuensi unggahan bervariasi setiap bulan, dengan puncak tertinggi pada bulan September 43 postingan yang menandakan peningkatan aktivitas terkait berbagai kegiatan, pencapaian, atau pengumuman penting. Sebaliknya, bulan Juli memiliki jumlah postingan terendah 8 unggahan. Ditemukan bahwa jenis postingan functional brand post menjadi postingan dengan tingkat frekuensi tertinggi, dilanjutkan dengan educational brand post, current brand post, lalu emotional brand post dengan frekuensi terendah. Preferensi followers berdasarkan perhitungan engagement rate ditemukan bahwa postingan dengan kategori functional brand post bernilai sebesar 6,3%, educational brand post bernilai sebesar 3,4%, emotional brand post bernilai sebesar 3%, preferensi terendah pada postingan current event brand post bernilai sebesar 1,70%. Analisis data mention dan sentimen terhadap akun Instagram @brin_Indonesia selama tahun 2023 menunjukkan bahwa BRIN disebut sebanyak 65 kali di platform Awario, dengan puncak penyebutan pada bulan September. Sentimen followers didominasi oleh sentimen netral sebanyak 81,5%, menunjukkan bahwa BRIN dianggap profesional dan informatif. Sentimen positif mencapai 13,8%, menunjukkan adanya apresiasi publik terhadap beberapa inisiatif BRIN. Sementara itu, 4,6% penyebutan memiliki sentimen negatif.Akun Instagram @brin_Indonesia merupakan salah satu lembaga penelitian yang berfokus pada riset dan inovasi di Indonesia dengan jumlah pengikut lebih dari 700.000 followers. Followers tentunya memiliki preferensi yang berbeda terkait jenis konten yang mereka sukai. Penelitian ini bertujuan untuk mengetahui jumlah dan jenis postingan, preferensi followers pada setiap postingan, serta sentimen followers pada postingan akun Instagram @brin_Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode statistik deskriptif. Penelitian pada 16 Maret 2024 mengumpulkan data dari akun Instagram @Brin_Indonesia untuk periode Januari-Desember 2023, menemukan total 259 postingan. Frekuensi unggahan bervariasi setiap bulan, dengan puncak tertinggi pada bulan September 43 postingan yang menandakan peningkatan aktivitas terkait berbagai kegiatan, pencapaian, atau pengumuman penting. Sebaliknya, bulan Juli memiliki jumlah postingan terendah 8 unggahan. Ditemukan bahwa jenis postingan functional brand post menjadi postingan dengan tingkat frekuensi tertinggi, dilanjutkan dengan educational brand post, current brand post, lalu emotional brand post dengan frekuensi terendah. Preferensi followers berdasarkan perhitungan engagement rate ditemukan bahwa postingan dengan kategori functional brand post bernilai sebesar 6,3%, educational brand post bernilai sebesar 3,4%, emotional brand post bernilai sebesar 3%, preferensi terendah pada postingan current event brand post bernilai sebesar 1,70%. Analisis data mention dan sentimen terhadap akun Instagram @brin_Indonesia selama tahun 2023 menunjukkan bahwa BRIN disebut sebanyak 65 kali di platform Awario, dengan puncak penyebutan pada bulan September. Sentimen followers didominasi oleh sentimen netral sebanyak 81,5%, menunjukkan bahwa BRIN dianggap profesional dan informatif. Sentimen positif mencapai 13,8%, menunjukkan adanya apresiasi publik terhadap beberapa inisiatif BRIN. Sementara itu, 4,6% penyebutan memiliki sentimen negatif
Sinergi Pemerintah, Lembaga, Dan UMKM Di Era Digital Melalui Konten Bincang Online
No full textThis study highlights the importance of synergy between government, institutions, and SMEs in the digital era through online discussion content, with a focus on the Terminal as the Local Economic Center in Pandeglang. Speakers from various relevant agencies, such as the Head of Terminal Management Section, Traffic Management & Engineering Division, and SME actors, provide insights into how the harmonization of central and regional government policies is crucial in implementing autonomy. The research emphasizes the significant role of information and communication technology in addressing the challenges of globalization, democratization, and decentralization. A qualitative case study method is used to demonstrate the importance of development communication through online discussion content to enhance synergy between government, institutions, and the public in responsive and transparent public services.
New insights such as improving the competence of human resources in local government and the public, as well as expanding access to information networks, are crucial steps in addressing information technology gaps. In conclusion, synergy between government, institutions, and the public through effective communication and the utilization of information technology is key to building quality and inclusive public services in the era of regional autonomy.
Keywords: The Digital Era; Content; development communication; public services; Government SynergyPenelitian ini menyoroti membahas pentingnya sinergi antara pemerintah, lembaga, dan UMKM di era digital melalui konten bincang online, dengan fokus pada Terminal sebagai Pusat Ekonomi Lokal di Pandeglang. Narasumber dari berbagai instansi terkait, seperti Kepala Seksi Pengelola Terminal, Kasi Manajemen & Rekayasa Lalu Lintas, dan pelaku UMKM, memberikan wawasan tentang bagaimana harmonisasi antara kebijakan pemerintah pusat dan daerah menjadi krusial dalam menjalankan otonomi. Penelitian ini menyoroti peran penting teknologi informasi dan komunikasi dalam mengatasi tantangan globalisasi, demokratisasi, dan desentralisasi. Metode kualitatif studi kasus digunakan untuk menunjukkan pentingnya komunikasi pembangunan melalui konten bincang online guna meningkatkan sinergi antara pemerintah, lembaga, dan masyarakat dalam pelayanan publik yang responsif dan transparan. Wawasan baru (Stage of the art) peningkatan kompetensi sumber daya manusia di pemerintahan daerah dan publik, serta perluasan akses jaringan informasi, menjadi langkah penting dalam menghadapi kesenjangan teknologi informasi. Kesimpulannya, sinergi antara pemerintah, lembaga, dan masyarakat melalui komunikasi yang efektif dan pemanfaatan teknologi informasi menjadi kunci dalam membangun pelayanan publik yang berkualitas dan inklusif di era otonomi daerah.
Kata kunci: Era Digital; Konten; komunikasi pembangunan; pelayanan publik; Sinergi Pemerinta
Crime Reporting on the Online Media Lampost.co: An Analysis of the Journalistic Code of Ethics
Full text linkThis research analyzes the implementation of Article 5 of the Journalistic Code of Ethics in reporting crime on the online media Lampost.co. The Journalistic Code of Ethics is a moral guideline that guides journalists in carrying out journalistic duties with high professionalism and ethics. Lampost.co, as part of the Lampung Post General Daily, co-media has a vital role in maintaining the quality of reporting, especially in the context of crime news. This research uses a field research method with a qualitative descriptive approach. Primary data was collected through purposive sampling from five informants: Chief Editor, one Editor, and three Journalists. Secondary data sources come from photo documentation during news production and relevant theoretical references. Data collection techniques include interviews, observation, and documentation, while data analysis is carried out through data reduction, data presentation, and conclusion. The results of the research showed that there were violations in the application of Article 5 of the Journalistic Code of Ethics in two news stories from the 84 crime stories in the November 2023 edition, where there was a mention of the identity of a minor victim of immoral violence and the face of a minor perpetrator of immoral crime was shown. However, both news have been corrected on the Lampost.co website. Lampost.co explained that the violation was caused by a technical error in the editing process due to pressure to broadcast the news immediately. Meanwhile, other crime news in the same edition complies well with Article 5 of the Journalistic Code of Ethics.This research analyzes the implementation of Article 5 of the Journalistic Code of Ethics in reporting crime on the online media Lampost.co. The Journalistic Code of Ethics is a moral guideline that guides journalists in carrying out journalistic duties with high professionalism and ethics. Lampost.co, as part of the Lampung Post General Daily, co-media has a vital role in maintaining the quality of reporting, especially in the context of crime news. This research uses a field research method with a qualitative descriptive approach. Primary data was collected through purposive sampling from five informants: Chief Editor, one Editor, and three Journalists. Secondary data sources come from photo documentation during news production and relevant theoretical references. Data collection techniques include interviews, observation, and documentation, while data analysis is carried out through data reduction, data presentation, and conclusion. The results of the research showed that there were violations in the application of Article 5 of the Journalistic Code of Ethics in two news stories from the 84 crime stories in the November 2023 edition, where there was a mention of the identity of a minor victim of immoral violence and the face of a minor perpetrator of immoral crime was shown. However, both news have been corrected on the Lampost.co website. Lampost.co explained that the violation was caused by a technical error in the editing process due to pressure to broadcast the news immediately. Meanwhile, other crime news in the same edition complies well with Article 5 of the Journalistic Code of Ethics
Pengaruh Konten Tiktok Hanif Alim dalam Meningkatkan Keterampilan Komunikasi Gen-Z untuk Mencari Kerja
Full text linkThis research focuses on the influence of Hanif Alim's TikTok content on the communication skills of Gen-Z in job seeking. With the rapid growth of internet users, social media platforms like TikTok have become important for sharing information. The research aims to understand the impact of such content on the communication skills of Gen-Z in the context of employment. Thus, this study explores how TikTok affects their job readiness. The research utilizes a survey method within a quantitative analysis approach. A questionnaire was employed to collect data from 100 Gen-Z respondents following the TikTok account @hanifalim in Jakarta. The questions were related to Likert scale indicators with 5 points. The questionnaire was distributed via Google Form to the account followers through direct messages (DMs) to solicit participation. Consequently, it can be inferred that there is an influence of Hanif Alim's TikTok Content (X) in Enhancing the Communication Skills of Gen-Z in Job Seeking. The influence of the variable Hanif Alim's TikTok Content (X) on the variable Enhancing the Communication Skills of Gen-Z in Job Seeking (Y) is 77.5%. The remaining percentage is influenced by other factors not identified in this study.This research focuses on the influence of Hanif Alim's TikTok content on the communication skills of Gen-Z in job seeking. With the rapid growth of internet users, social media platforms like TikTok have become important for sharing information. The research aims to understand the impact of such content on the communication skills of Gen-Z in the context of employment. Thus, this study explores how TikTok affects their job readiness. The research utilizes a survey method within a quantitative analysis approach. A questionnaire was employed to collect data from 100 Gen-Z respondents following the TikTok account @hanifalim in Jakarta. The questions were related to Likert scale indicators with 5 points. The questionnaire was distributed via Google Form to the account followers through direct messages (DMs) to solicit participation. Consequently, it can be inferred that there is an influence of Hanif Alim's TikTok Content (X) in Enhancing the Communication Skills of Gen-Z in Job Seeking. The influence of the variable Hanif Alim's TikTok Content (X) on the variable Enhancing the Communication Skills of Gen-Z in Job Seeking (Y) is 77.5%. The remaining percentage is influenced by other factors not identified in this study
Transparency and Trust: Building Strong Relationships Through Open Communication PT Pupuk Kalimantan Timur
No full textThis research focuses on the implementation of PT Pupuk Kalimantan Timur when it builds strong relationships with its public through open communication. Public trust and transparency are crucial in overcoming the consequences of the explosion at Factory 5 of PT Pupuk Kalimantan Timur. These attract media attention because of their significant impact on its factory operations. The research method used in this study is a qualitative case study. It collected data through 3 (three) stages: observation, interviews, and literature study. In this research, the data reduction, data presentation, and conclusion or verification stages are the three steps to assist the authors in the data analysis. The research results show that PT Pupuk Kalimantan Timur has applied principles of Excellence Public Relations Theory by prioritizing transparency, trust, and open communication to maintain its reputation and relationships with the public. It responded quickly, provided a transparent written response regarding the incident, and actively monitored the dynamics of public opinion. PT Pupuk Kalimantan Timur's steps include stakeholder involvement, collaboration in designing PR programs, and effective online reputation management. Evaluation of these steps shows its awareness of the importance of continuous learning and adaptation to maintain its reputation and image. Therefore, PT Pupuk Kalimantan Timur's transparent, open communication approach reflects its commitment to achieving PR principles effectively in facing the challenges they are encountering.This research focuses on the implementation of PT Pupuk Kalimantan Timur when it builds strong relationships with its public through open communication. Public trust and transparency are crucial in overcoming the consequences of the explosion at Factory 5 of PT Pupuk Kalimantan Timur. These attract media attention because of their significant impact on its factory operations. The research method used in this study is a qualitative case study. It collected data through 3 (three) stages: observation, interviews, and literature study. In this research, the data reduction, data presentation, and conclusion or verification stages are the three steps to assist the authors in the data analysis. The research results show that PT Pupuk Kalimantan Timur has applied principles of Excellence Public Relations Theory by prioritizing transparency, trust, and open communication to maintain its reputation and relationships with the public. It responded quickly, provided a transparent written response regarding the incident, and actively monitored the dynamics of public opinion. PT Pupuk Kalimantan Timur's steps include stakeholder involvement, collaboration in designing PR programs, and effective online reputation management. Evaluation of these steps shows its awareness of the importance of continuous learning and adaptation to maintain its reputation and image. Therefore, PT Pupuk Kalimantan Timur's transparent, open communication approach reflects its commitment to achieving PR principles effectively in facing the challenges they are encountering
Pentingnya Penguasaan Bahasa Asing bagi Pengembangan Sektor Pariwisata di Wonosobo
Full text linkWonosobo, as a developing tourist city, has great potential to attract both domestic and international tourists, especially with its natural beauty and tourist attractions like the Dieng Plateau. However, one of the main challenges faced is the limitation of local human capital, particularly in foreign language proficiency, which is necessary to provide optimal services to international tourists. This research aims to analyze the role of foreign language proficiency in the development of the tourism sector in Wonosobo using the frameworks of Innovation Diffusion Theory, Agenda Setting Theory, and Human Capital Theory. This study employs a qualitative method with a case study approach, involving in-depth interviews with various stakeholders, including local government, tourism operators, and local media. The research results show that proficiency in foreign languages, especially English, plays a crucial role in improving service quality, attracting more foreign tourists, and creating new job opportunities in the area. In addition, the strategies implemented by the government and the support of local media in establishing the agenda for foreign language proficiency have proven effective in raising public awareness. In conclusion, mastery of foreign languages is a crucial innovation in strengthening the competitiveness of Wonosobo's tourism in the global market, as well as contributing to more inclusive and sustainable regional economic growth.Wonosobo, sebagai kota wisata yang sedang berkembang, memiliki potensi besar untuk menarik wisatawan domestik dan internasional, terutama dengan keindahan alam dan atraksi wisata seperti Dataran Tinggi Dieng. Namun, salah satu tantangan utama yang dihadapi adalah keterbatasan sumber daya manusia lokal, terutama dalam kemampuan berbahasa asing, yang diperlukan untuk memberikan layanan yang optimal kepada wisatawan internasional. Penelitian ini bertujuan untuk menganalisis peran kemampuan berbahasa asing dalam pengembangan sektor pariwisata di Wonosobo dengan menggunakan kerangka kerja Teori Difusi Inovasi, Teori Agenda Setting, dan Teori Modal Manusia. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, yang melibatkan wawancara mendalam dengan berbagai pemangku kepentingan, termasuk pemerintah daerah, pelaku wisata, dan media lokal. Hasil penelitian menunjukkan bahwa kemampuan berbahasa asing, terutama bahasa Inggris, memainkan peran penting dalam meningkatkan kualitas layanan, menarik lebih banyak wisatawan asing, dan menciptakan peluang kerja baru di daerah tersebut. Selain itu, strategi yang diterapkan oleh pemerintah dan dukungan media lokal dalam menetapkan agenda untuk kemahiran berbahasa asing terbukti efektif dalam meningkatkan kesadaran masyarakat. Kesimpulannya, penguasaan bahasa asing merupakan inovasi penting dalam memperkuat daya saing pariwisata Wonosobo di pasar global, serta berkontribusi pada pertumbuhan ekonomi daerah yang lebih inklusif dan berkelanjutan
Personal Branding of Politicians through Social Media as Political Communication in Attracting Gen-Z People
Full text linkPersonal branding of politicians through social media as political communication in attracting Gen Z people will provide insight into what Gen Z people want with personal branding owned by politicians on social media. The research method uses a descriptive qualitative approach with primary data sources obtained from Mataram City politicians, the General Election Commission and Gen Z people. The location of this research is Mataram City. This research discusses Social Media as Political Communication of Politicians Ahead of the 2024 Election, Personal Branding of Politicians Through Social Media, The Role of Social Media as a Source of Political Information in Increasing Gen Z Support and Gen Z Perception and Response to Political Communication of Politicians. Data obtained from the General Election Commission shows that 18 political parties will compete in the Mataram City area with a total of 534 candidates. The importance of this matter is discussed to provide views to politicians in Mataram City regarding the political communication desired by Gen Z people through social media platforms ahead of the 2024 Election.Personal branding of politicians through social media as political communication in attracting Gen Z people will provide insight into what Gen Z people want with personal branding owned by politicians on social media. The research method uses a descriptive qualitative approach with primary data sources obtained from Mataram City politicians, the General Election Commission and Gen Z people. The location of this research is Mataram City. This research discusses Social Media as Political Communication of Politicians Ahead of the 2024 Election, Personal Branding of Politicians Through Social Media, The Role of Social Media as a Source of Political Information in Increasing Gen Z Support and Gen Z Perception and Response to Political Communication of Politicians. Data obtained from the General Election Commission shows that 18 political parties will compete in the Mataram City area with a total of 534 candidates. The importance of this matter is discussed to provide views to politicians in Mataram City regarding the political communication desired by Gen Z people through social media platforms ahead of the 2024 Election
Strategi Media Relations PT Prima Praxis Komunika dalam Menghasilkan Publikasi di Media Massa
Full text linkThe trend of using fixed broadband internet has resulted in increasing competition among internet business sector providers. Link Net as one of the affected companies conducted several communication strategies to surpass competitors in gaining market share levels. To ensure the success of this strategy, Link Net worked closely with Praxis in implementing a media relations strategy to generate positive news publications. However, Link Net's highest level of publication in the mass media is in fact not directly proportional to the level of market share among competitors. The purpose of this research is to find out the media relations strategy used by Praxis to generate positive news publications for Link Net amid competitors along with its objectives and implementation process. The research used a case study method with a qualitative approach. Research data were obtained through interviews, observations, and literature studies. The results showed that Praxis' media relations strategy is divided into three, namely media event, relationship management, and relationship development. These three strategies are carried out to achieve three specific objectives, which is to convey public information, obtain high credibility marketing, and resolve crises. The implementation of Praxis' media relations strategy is carried out through research, preparation, implementation, and evaluation. Overall, Praxis' media relations strategy has been carried out ideally. However, there is still room for development for Praxis to implement strategies more creatively, maximize value, and complete technical aspects, such as standardizing SOPs and division of labor for each team member, so that the resulting publications can have a significant influence on Link Net's market share level.Tren penggunaan internet fixed broadband berdampak pada meningkatnya persaingan di tengah penyedia sektor bisnis internet. Link Net sebagai salah satu perusahaan yang terdampak melakukan sejumlah strategi komunikasi untuk menyaingi kompetitor dalam perolehan tingkat market share. Demi memastikan keberhasilan strategi ini, Link Net bekerja sama dengan Praxis dalam pelaksanaan strategi media relations untuk menghasilkan publikasi berita positif. Namun, tingkat publikasi Link Net yang tertinggi di media massa faktanya tidak berbanding lurus dengan tingkat market share-nya di tengah kompetitor. Tujuan dari penelitian ini adalah untuk mengetahui strategi media relations yang digunakan oleh Praxis untuk menghasilkan publikasi berita positif Link Net di tengah kompetitor beserta tujuan dan proses pelaksanaannya. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif. Data penelitian diperoleh melalui wawancara, observasi, dan studi kepustakaan. Hasil penelitian menunjukkan bahwa strategi media relations Praxis dibagi menjadi tiga, yaitu strategi media event, pengelolaan relasi, dan pengembangan relasi. Ketiga strategi ini dijalankan untuk mencapai tiga tujuan spesifik, yaitu untuk menyampaikan informasi publik, memperoleh pemasaran dengan kredibilitas tinggi, serta menyelesaikan krisis. Pelaksanaan strategi media relations Praxis dijalankan melalui riset, persiapan, pelaksanaan, dan evaluasi. Secara keseluruhan, strategi media relations Praxis telah dilakukan secara ideal. Namun, masih terdapat ruang perkembangan bagi Praxis untuk mengimplementasikan strategi dengan lebih kreatif, memaksimalkan value, serta melengkapi aspek teknis, yaitu pembakuan SOP dan pembagian kerja untuk setiap anggota tim sehingga publikasi yang dihasilkan dapat membawa pengaruh secara signifikan terhadap tingkat market share Link Net
Strategi Bauran Komunikasi Pemasaran Program Sosial Sahabat Relawan Komunitas Sekolah Marjinal Yogyakarta
No full textThe Marginal School Community has one program, namely Volunteer Friends. This program is a one-day volunteer program teaching marginalized children. This research discusses and describes the marketing communication strategies used by Marginal School Communities. This research uses the theory of segmentation, targeting, positioning, marketing communication, and descriptive methods. The data collection techniques used were interviews, observation, and documentation. The triangulation used by researchers is source triangulation. The results of this research show that to promote the Sahabat Relawan program, the Marginal School Community applies segmentation, targeting, and positioning and a marketing communication mix of sales promotion, events, and experience, public relations and publicity, online and social media marketing, mobile marketing, and personal selling.Komunitas Sekolah Marjinal memiliki salah satu program yakni Sahabat Relawan. Program ini merupakan program kerelawanan satu hari dengan mengajar anak-anak kaum marjinal. Penelitian ini membahas dan mendeskripsikan strategi komunikasi pemasaran yang digunakan oleh Komunitas Sekolah Marjinal. Penelitian ini menggunakan teori segmentasi, targeting, positioning dan bauran komunikasi pemasaran dengan metode deskriptif. Teknik pengumpulan data yang dilakukan yakni wawancara, observasi, dan dokumentasi. Triangulasi yang digunakan oleh peneliti yakni triangulasi sumber. Hasil dari penelitian ini menunjukkan Komunitas Sekolah Marjinal dalam mempromosikan program Sahabat Relawan menerapkan segmentasi, targeting, dan positioning dan bauran komunikasi pemasaran sales promotion, event and experience, public relation and publicity, online and social media marketing, mobile marketing, dan personal selling