MUKASI: Jurnal Ilmu Komunikasi

Difusi Inovasi Pemanfaatan Website Pasirkemilu.desa.id sebagai Promosi UMKM di Desa Pasir Kemilu Kecamatan Rengat Kabupaten Indragiri Hulu Provinsi Riau

Vivi Olivia Almariski — 2024-11-25

This research aims to see the diffusion of innovation in utilizing the pasirkemilu.desa.id website for promoting micro, small, and medium enterprises (MSMEs) in Pasir Kemilu Village. Currently in Indonesia, MSMEs are experiencing rapid development, so a strategy is needed to be able to compete and avoid bankruptcy. To change the behavior of MSMEs in Pasir Kemilu Village, the Pasir Kemilu Village Government has launched a program, namely the promotion of MSME products on the Pasir Kemilu Village website . The method used in this research is a qualitative method with data collection techniques carried out in 3 ways, namely interviews, observation and documentation and data analysis using miles and huberman models. Based on the results of the study it was found that the diffusion of innovation in utilizing the pasirkemilu.desa.id website for promoting micro, small, and medium enterprises (MSMEs) in Pasir Kemilu Village consists of four elements stated by Everett M. Rogers, namely Innovation, Communication channels, The time period, Members of a social system. The village website program as a promotion for MSMEs is highly beneficial for MSME practitioners, but in terms of its socialization aspect still needs improvement to make the program more widely known.

Pengaruh Promosi dan Diskon terhadap Perilaku Belanja Impulsif Wanita di Toko Gaudi Makassar

Rifa'atul Mahmudah — 2024-11-25

This study aims to determine the effect of promotions and discounts on women's impulse shopping behavior at Gaudi Makassar store. As well as analyzing which variable has a more dominant significant effect on women's impulsive shopping behavior at Gaudi Makassar stores. This research was conducted in Makassar city with a sample size of 50 respondents who visited Gaudi store. The data analysis used is descriptive to explain the research data. Meanwhile, to analyze quantitative data using multiple linear regression analysis using spss version 27. The results showed that partially the promotion variable had no significant effect on the impulsive shopping behavior of women at the Gaudi Makassar store. The discount variable partially has a significant and positive effect on the impulsive shopping behavior of women at the Gaudi Makassar store. While simultaneously the promotion variable and the discount variable affect the impulsive shopping behavior of women at the Gaudi Makassar store with the coefficient of determination (adjust R square) shows that the independent variables in this study have an effect of 43.4% and the remaining 56.6% is influenced by other variables outside this study.

Persepsi Konsumen terhadap Brand Reputasi Kentucky Fried Chicken (KFC) dalam Gerakan Boikot

Kanigara Tarisananda Paramesthi — 2024-11-25

In globalized businesses, multinational companies often face complex market dynamics involving political aspects, social and economic issues. One event that has galvanized the world is the boycott of brands. Brand boycotts are a phenomenon that can have a strong influence on company performance. The phenomenon, namely the boycott of Kentucky Fried Chicken (KFC). The boycott arose in response to KFC's alleged support for the Israeli army in the Israeli and Palestinian conflicts in the Middle East. This research intends to examine how consumers perceive KFC's brand reputation in the boycott movement. This research uses descriptive qualitative methods and data collection techniques through interviews. The results of this study are that some consumers are active in the boycott because of morals and solidarity with Palestine. The boycott affects purchase frequency, but KFC's taste quality and price are still the main factors that attract consumers. Here social media has a vital role to disseminate information and mobilize support for the boycott, so the need for information verification and in-depth consideration in boycott decisions is emphasized.

Framing Kata ‘Etika’ pada Pemberitaan Debat Capres 2024 di Metrotvnews.com dan Republika.co.id

Adevy Vanie — 2024-11-25

The purpose of this research is to understand the framing of the word “Ethics” used by Anies Rasyid Baswedan in the coverage of the third and fourth presidential candidate debates in the online media Metrotvnews.com and Republika.co.id in 2024. This research uses a qualitative approach with Murray Edelman's framing analysis method, which is an analysis of categorization, miscategorization, rubrication and ideological categorization. Data collection uses primary data in the form of research and documents and secondary data obtained through selected information as data obtained from books, scientific articles. The results of this study show that the online media Metrotvnews.com accentuates Anies Rasyid Baswedan as a leader who is critical of Prabowo Subianto's ethics so that it can form a positive image in the eyes of the public, while the online media Republika.co.id accentuates criticism of Anies from the chairman of the PAN DPR faction Saleh Partaonan Daulay, framing Anies regarding his inconsistency in talking about ethics. Because according to Saleh, Anies is a person who talks about ethics but does not show ethics in his actions.

Efektivitas Tayangan Politik PKSTV dalam Meningkatkan Dukungan Pemilih PKS pada Pemilu 2024

Oktavia Anggi Ramadhani — 2024-11-25

This study aims to analyze the effectiveness of PKSTV, a digital television platform owned by the Prosperous Justice Party (PKS), in increasing voter support in the 2024 election. The study focuses on how PKSTV, as a digital political campaign medium, plays a role in shaping public perception and influencing voters’ political behavior. Using a qualitative approach, this research employs literature review and content analysis to examine PKSTV’s political communication strategies, including the application of Agenda Setting Theory, in highlighting key issues and building a positive public opinion of PKS. The findings show that PKSTV contributes to increasing voters’ knowledge of PKS (cognitive effect), establishing a positive image of PKS among the public (affective effect), and mobilizing voter support (behavioral effect). However, PKSTV also faces challenges from intense competition in the digital media landscape and political polarization. The conclusion of this study indicates that PKSTV has significant potential to support PKS’s voter mobilization strategy through interactive and relevant digital content, especially for younger voters.

Strategi Humas dalam Membangun Brand Image Pasca Covid-19 di Taman Pintar Yogyakarta

Alvin Joachim Junior Asy — 2024-11-25

Taman Pintar Yogyakarta, an educational park in the city of Yogyakarta, experienced a decline in visitors of up to 230 thousand during the pandemic. To increase the number of visitors, it is necessary to improve the brand image of Taman Pintar. Public relations strategy is the main step in this effort, especially by utilizing social media such as Instagram. This research aims to analyze the strategies used by Taman Pintar in improving its brand image after Covid-19. This research method is qualitative with data collection through interviews, observation and documentation. The PR strategy theory used is from Rosady Ruslan, which includes creating positive activities to build a good image, creating public opinion and getting feedback, establishing positive relationships with the community, and creating harmonious relationships between the organization and the audience. The results of the research show that the Taman Pintar Public Relations team carries out activities that involve the community, maintains good relations with partners, holds internal activities to increase harmony, always evaluates activities and criticism received, and uses social media to build a positive image. The results of this research show that Taman Pintar Smart itself has its own strategy for improving its brand image, namely by utilizing social media as a branding medium.