The Commercium 2023-06-02T06:20:54+00:00 Mutiah Open Journal Systems Analisis Resepsi Khalayak Terhadap Pesan Maskulinitas Dalam Iklan Semua Juga Bisa Pada Instagram Ms Glow For Men 2023-05-10T07:49:28+00:00 Feilina Amalia Puspita Sari Sukardani, S.T., M.Med.Kom. <p><em>This study uses reception analysis that focuses on the recipient's audience in viewing the MS Glow For Men 'All also Can' advertisement which contains the concept of #BreaktheBeautyStandard. This concept is new in the field of men's skincare advertising because it relates to one's appearance and self-confidence. This study also uses reception theory with a qualitative approach whose results are divided into 3 categories, namely the Hegemonic Dominant Position, the Negotiated Position and the Opposition Position. Data collection was carried out through in-depth interviews with ten informants where there were several categories that became a common thread to determine informants, including men with an age range of 17-40 years, having bad or good experiences about their physical appearance, especially their face and self-confidence, often doing outdoor activities. room and watch the 'Everyone Can' ad on Instagram MS Glow For Men. </em></p> <p>&nbsp;</p> <p>&nbsp;</p> 2023-05-10T07:49:01+00:00 ##submission.copyrightStatement## CYBER PUBLIC RELATIONS PADA APLIKASI PENGADUAN WARGAKU DALAM PELAYANAN PUBLIK DI KOTA SURABAYA 2023-05-11T00:51:40+00:00 Asha Asha Awang Dharmawan <p><em>Digitalization era requires Surabaya Government strive to meet socity’s needs for public services. This is shown by the launch of Wargaku application which serves all public problems and aspirations. The utilization of technology in Wargaku is an element of the cyber public relations approach. Claiming a response speed of 1x24 hours, this application has received a high response of public participation. Although considered successful, based on the public satisfaction survey there are still several things that need further attantion such as responsiveness, substance, appearance, convenience and interference with the application. In addition, external factors such as socialization and paradox of choices&nbsp; to media that have almost same role also confuse the public. The purpose of research to describes cyber public relations of Wargaku complaint application on public services at Surabaya City. This type of research is descriptive qualitative with a case study method. This research uses data collection techniques in the form of in depth interview and documentation. Then, the analyzed using an interactive data analysis model. The results obtained from the application of cyber public relations have been reflected in the Wargaku as an effort to provide good public services. However, the aspects of message transformation and reach still need to be improved.</em></p> 2023-05-11T00:51:40+00:00 ##submission.copyrightStatement## TERSEKAT-SEKAT: MEMAHAMI HUBUNGAN ANTARRELAWAN ON-SITE RUANG BELAJAR AQIL MELALUI INTERAKSI SEHARI-HARI 2023-05-16T08:59:41+00:00 Maghfirah Fajriniar Insany Anam Miftakhul Huda <p><em>This study aims to determine interpersonal communication among volunteers who work directly at the secretariat of the Ruang Belajar Aqil, including verbal and nonverbal disclosures. This research is descriptive qualitative research with a phenomenological method. The paradigm of this study is constructive, where direct and detailed observations need to be made of the social actors who create and manage the world. The research data was obtained through interviews and participatory observation. The results of this study indicate that the interpersonal communication of on-site volunteers in the Ruang Belajar Aqil is ineffective. A change in attitude towards a better one, according to the definition of the related organization, has not been achieved. Openness and trust, or what can be called mutual understanding, are not present in the process of interpersonal communication in related organizations. Interpersonal communication can be saved because of non-verbal communication.</em></p> 2023-05-16T08:59:41+00:00 ##submission.copyrightStatement## ANALISIS ISI KOMENTAR NETIZEN PADA IKLAN SHAMPOO REJOICE 3IN1 X KIKI SAPUTRI #RAMBUTNODRAMA 2023-05-22T10:31:50+00:00 Thalia Putri Lestari <p><em>This research discusses the response of netizens to the Rejoice3in1 version of Kiky Saputri in the YouTube ad "#RambutNoDrama". The ad, which is wrapped in elements of humor and the selection of comedian brand ambassador Kiky Saputri, is the first woman to break the stigma for Rejoice Indonesia. This is because it is dif erent from Rejoice Indonesia's previous advertising habits, which oftenuse brand ambassadors and campaign concepts through advertisements that tendto be aimed at hijab-wearing women and even non-comedians. The author in this study uses the theory of content analysis, advertising, brand ambassadors, representation theory and message reception by categorizing positive, neutral, negative comments inaccordance with S-O-R theory and Public Sphere Theory and using the Holsti formula as a Reliability Test. This study aims to determineth ad impressions. This research approach is quantitative. The population and sample in this study were 826 comments. The results of this study from 826 comments obtained the highest frequency in the positive comment category, with 714 comments and a percentage of 86.44%, the second highest category was the neutral category with 58 comments and a percentage of 7.2%, and the lowest response was in the negative category with 54 comments and a percentage of 6.53%. In the positive category comments based on the Holsti formula, show a very strong, reliable and reliable level. This shows that the audience's attraction to the latest Rejoice advertising concept provides a suficient positive response and is dominated by comments approving and accepting the messages in the advertisements that are aired. This is categorized by the author that the hypothesis of this study can be accepted</em></p> 2023-05-22T10:31:50+00:00 ##submission.copyrightStatement## EFEKTIVITAS KAMPANYE TAGLINE “OPTIMIS JATIM BANGKIT” PADA POSTINGAN INSTAGRAM @humasprovjatim (PERIODE AGUSTUS-OKTOBER 2022) 2023-05-22T11:06:40+00:00 Vira Febrianti Octria Danang Tandyonomanu <p>The purpose of this research is to determine the effectiveness of the "Optimis Jatim Bangkit" tagline campaign strategy on<br>@humasprovjatim Instagram posts between August and October 2022. The strategy used in this research is the survey<br>method. Among them, this research chooses quantitative analysis. The study will be conducted on the @humasprovjatim<br>Instagram account and the survey will be distributed via Google Forms to followers of the @humasprovjatim Instagram<br>account. The population in this research is the followers of the @humasprovjatim Instagram account. The sample of this<br>research will be taken from followers' who actively like and comment on 68 posts of the @humasprovjatim Instagram account<br>that use the tagline "Optimis Jatim Bangkit" during the period August-October 2022. The result of this research is the<br>average score on the variable Effectiveness of the Tagline Campaign "Optimis Jatim Bangkit" on Instagram Posts<br>@humasprovjatim (August - October 2023 period) obtained the final weight of the EPIC rate value is 4.10 which if entered<br>into the rating scale is included in the effective category. It can be said that the Tagline Campaign "Optimis Jatim Bangkit"<br>on Instagram Posts @Humasprovjatim (Period August - October 2023) is effective in increasing public empathy or trust<br>through the tagline campaign "Optimis Jatim Bangkit" on the account's Instagram posts, influencing the level of public<br>interest in interpreting the tagline "Optimis Jatim Bangkit”, Making the tagline "Optimis Jatim Bangkit" from the East Java<br>Provincial Government more prominent than other regional taglines, and high public understanding and the strength of the<br>impression conveyed by the tagline campaign "Optimis Jatim Bangkit"</p> 2023-05-22T11:06:40+00:00 ##submission.copyrightStatement## STRATEGI BRANDING DESTINASI WISATA KAWASAN WISATA INTERNASIONAL BINTAN RESORTS PASCA PANDEMI COVID 19 2023-05-23T05:29:58+00:00 Raja Rizka Isti Annisa Anam Miftakhul Huda <p><em>This study aims to find out how the branding strategy for tourist destinations in the international tourist area of ​​Bintan Resorts after the COVID 19 pandemic was carried out by PT Bintan Resort Cakrawala as the master developer of the Bintan Resorts tourist area by looking at how positioning, differentiation and branding were carried out by PT Bintan Resort Cakrawala. </em><em>This research is a qualitative research using the case study method. The paradigm used in this study is the constructivism paradigm. Data collection was obtained from interviews, observation and documentation. The results of this study indicate that the positioning strategy developed by PT Bintan Resort Cakrawala is to instill in the minds of tourists that the Bintan Resorts area is a safe area has also made Bintan Resorts the only tourist destination in Indonesia that has received two certifications from the Government of Indonesia and the Government of Singapore. The results showed that the master developer of the international tourist area of ​​Bintan Resorts, PT Bintan Resort </em><em>Cakrawala has succeeded in carrying out a post-COVID-19 pandemic branding strategy through positioning, differentiation and branding strategies measured based on an increase in the number of tourists and has become a tourist destination trusted by tourists after the COVID-19 pandemic.</em></p> 2023-05-23T05:29:58+00:00 ##submission.copyrightStatement## KOMUNIKASI PEMASARAN PRODUK USAHA MIKRO KECIL MENENGAH (UMKM) PADA APLIKASI E-PEKEN DI SURABAYA 2023-05-24T05:46:53+00:00 Alif Elma Yusmalina Awang Dharmawan <p>Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi pemasaran produk usaha mikro kecil menengah (UMKM) pada aplikasi E-Peken di kota Surabaya. Peneliti menggunakan teori komunikasi pemasaran 4P dalam menelusuri bagaimana strategi komunikasi yang diterapkan oleh para pelaku UMKM. Penelitian ini menggunakan metode studi kasus untuk mendapatkan data yang relavan dan kredibel. Pengumpulan data dilakukan dengan observasi, wawancara dan dokumentasi dari para informan yang merupakan pelaku UMKM di Kota Surabaya yang menggunakan E-Peken, serta perwakilan dari Dinas Koperasi dan Perdagangan yang menaungi sektor UMKM. Hasil penelitian menunjukan bahwa Para pelaku UMKM di kota Surabaya menggunakan strategi komunikasi pemasaran 4P yang diaplikasikan secara dinamis, sesuai dengan sektor usaha mereka masing-masing diantaranya yaitu Produk dan harga, Promosi produk, tempat usaha dan bukti fisik, serta tim dan keseluruhan proses dalam menjalankan UMKM.</p> <p><strong>Kata Kunci</strong> : Komunikasi Pemasaran, UMKM, E-Peken</p> 2023-05-24T05:46:53+00:00 ##submission.copyrightStatement## REPRESENTASI EKOFEMINISME DALAM NOVEL BILANGAN FU 2023-05-26T02:51:26+00:00 Listia Masruroh Putri Aisyiyah Rachma Dewi <p style="font-weight: 400;"><em>This research was aimed to determined of ecofeminism discourse which was formed through a novel entitled Bilangan Fu by Ayu Utami published in 2008. This research is a descriptive qualitative research with Teun A. Van Djik’s discourse analysis method. Data collection was obtained from novel texts, reader interviews, and literature study. Data analysis techniques was performed with conclude and verify from observation obtained from text analysis, interviews, and documentation. The result of this research indicate that the representation of ecofeminism discourse raised by the author through the character, narrative, and story telling in the novel shows about the relations between women and nature. It was supported by the situation and socio culture context that was relevant to the description in the story setting.</em></p> 2023-05-26T02:51:25+00:00 ##submission.copyrightStatement## ANALISIS RESEPSI KHALAYAK TERHADAP NILAI MASKULINITAS BARU DALAM IKLAN KOSMETIK KHUSUS PRIA 2023-05-31T09:06:10+00:00 Agung Putra Sahidan <div class="page" title="Page 1"> <div class="layoutArea"> <div class="column"> <p>The new masculinity is a hegemonic concept of masculinity and can be adjusted based on the context of the times. The new masculinity has abandoned the old masculine values that many men consider to restrain and compartmentalize men and women. Metrosexual is one of the new concepts of masculinity that is popular and widely embraced by today's society , especially urban and metropolitan communities. Men’s cosmetic advertisements display metrosexual values with the aim of increasing their sales, because the metrosexual market has been formed. This study uses the Stuart Hall reception analysis method and using in-depth interviews as data collection techniques. The results showed that there were two categories of acceptance of media messages, namely 1) dominant category, with two informants having three main acceptance points, 2) negotiation category, with four informants having two main negotiation points. In addition to these two categories, two points of same acceptance were found in common with all informants, namely, 1) maintaining appearance is a necessity for every man today, and 2) the appearance of a metrosexual model as a new masculinity value in advertisements can increase public awareness about new masculinity value. Future research can examine what factors can influence audience acceptance of messages potrayed by the media.</p> </div> </div> </div> 2023-05-31T09:06:10+00:00 ##submission.copyrightStatement## REPRESENTASI SEKSISME DALAM KELOMPOK JARINGAN NARKOTIKA PADA SERIES MY NAME 2023-06-02T06:20:54+00:00 Nikmatul Rosyida Laili <p>My Name menceritakan tentang perjuangan tokoh Ji – Woo dalam membalaskan dendamnya kepada pelaku yang bertanggung jawab atas kematian ayahnya. Dalam series sangat ditunjukkan bagaimana kerasnya hidup yang dijalankan oleh sang tokoh Yoon Ji – Woo. Tak hanya menceritakan mengenai ketangguhan Ji woo, series ini juga menunjukkan betapa mudahnya seorang perempuan untuk diperdaya, hal ini terlihat pada series My Name. Hal ini cukup merepresentasikan tentang bagaimana masyarakat Korea Selatan dalam memandang seornag wanita, feminisme disana cukup ditentang dan menjadi salah satu alasan mereka untuk mendiskriminasi seorang perempuan. Metode penelitian yang nantinya akan digunakan pada penelitian kali ini adalah metode analisis semiotika yang dikemukakan oleh Charles Sanders Peirce. Tindakan terhadap Ji woo dapat dilihat melalui beberapa unit analisis yang telah ditentukan oleh peneliti seperti pada action, dialog, wardrobe, setting tempat dan properti.</p> 2023-06-02T06:20:54+00:00 ##submission.copyrightStatement##