Avant Garde最新文献_第3页

Pengaruh Digital Marketing Berbasis Social Media Tiktok terhadap Keputusan Pembelian Mi Sehat Lemonilo 基于社交媒体的数字营销对健康Lemonilo购买决策的影响

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1805

Muhammad Alfian Aryadi, K. Y. Putri

{"title":"Pengaruh Digital Marketing Berbasis Social Media Tiktok terhadap Keputusan Pembelian Mi Sehat Lemonilo","authors":"Muhammad Alfian Aryadi, K. Y. Putri","doi":"10.36080/ag.v10i1.1805","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1805","url":null,"abstract":"The development of information and communication technology makes the application of innovation easier, more effective and efficient. The development of information and communication technology also encourages a shift in people's habits in communicating. One company that uses social media as a means to promote and introduce their products is Lemonilo Indonesia Sehat, the company that owns the Lemonilo healthy noodle product. As a start-up that starts its business activities by utilizing online media, Lemonilo also utilizes social media that are widely used by the Indonesian people to carry out various marketing activities. The purpose of this study was to determine the effect of digital marketing based on Tiktok social media on purchasing decisions for Lemonilo healthy noodle products. The method used is a quantitative method with a correlational approach. The population contained in this study were students of the Communication Studies program at the State University of Jakarta batch 2019 as many as 82 students. Sampling in this study using probability sampling method by means of simple random sampling. The number of samples taken was 68 respondents based on calculations using the slovin formula. The results obtained in this study indicate that digital marketing carried out by Lemonilo has an influence on purchasing decisions for Lemonilo healthy noodle products. In this case the acquisition of T arithmetic shows a number greater than T table which means the dependent variable has an influence on the independent variable. In addition, the results obtained in the study show that the digital marketing variable has an influence of 28.5% on the purchasing decision variable.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123563198","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM 利用社交媒体作为UMKM产品的主要营销平台

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1695

Ricky Noor Permadi

{"title":"Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM","authors":"Ricky Noor Permadi","doi":"10.36080/ag.v10i1.1695","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1695","url":null,"abstract":"Amid the issue of economic uncertainty and the shift in the use of non-renewable natural resources, Micro Small and Medium Enterprises (MSMEs) have become the new flagship of the Indonesian economy. As if not following the flow of technological developments, many the MSME actors do not take advantage of this technology, especially the use of social media. This article aims to describe and analyze the benefits and advantages of marketing through social media. Utilizing social media as the primary platform for marketing MSME products must be done, because social media is a place for marketing products with relatively low costs, even free. The research method used is literature review. Furthermore, this study was conducted with a focus on two analyses. The first is to dig up information about the benefits of using social media to support MSMEs. Second, to find out the role of the government in increasing the use of social media. Therefore, literature review is the right research method chosen to achieve the objectives of this study. The literature analysis process in this research is carried out by collecting data in the form of relevant scientific articles from the google scholar database published between 2015 and 2022. And then, Vosviewer is used to visualize the most important topics in this subject. The data used as analysis material is secondary data collected from various sources (articles published by national and international reputable journals). The results of the study illustrate that there are so many benefits that MSME actors get when they market their products through social media, this also happens in other countries. The role of the Central Government and Regional Government are needed in accelerating MSME actors to be \"exposed\" and utilize social media in their marketing. The government must also educate the MSME actors, this can be done through training for MSME actors.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"152 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124675598","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Pemaknaan Khalayak Mengenai Brand Message Choco Drink (Studi Resepsi Konten Akun Instagram @Chocodrink.id) 品牌消息巧克力饮料(Instagram账号@巧克力饮料内容审查研究)

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1796

Artyasto Jatisidi, Kevin Sebastian

{"title":"Pemaknaan Khalayak Mengenai Brand Message Choco Drink (Studi Resepsi Konten Akun Instagram @Chocodrink.id)","authors":"Artyasto Jatisidi, Kevin Sebastian","doi":"10.36080/ag.v10i1.1796","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1796","url":null,"abstract":"Massive content on social media today makes it a new challenge for brands to be able to survive in digital marketing on social media, brands must be able to create content that is relevant to the audience. This study aims to find out how the meaning of Chocodrink's target audience regarding brand messages and Chocodrink's digital marketing techniques in the content of the @Chocodrink.id instagram account. This research method is qualitative with Stuart Hall's Reception Analysis Theory which positions three audiences in three positions, namely dominant, negotiating and opposition. The subject of this study is the Chocodrink audience with the object of research, namely the Chocodrink brand message in the content of the @Chocodrink.id instagram account. Data collection was obtained through in-depth interviews with five informants who were selected by purposive sampling. The conclusion of the research is that the informants accept the meaning conveyed in the content of the @Chocodrink.id instagram account, the audience's meaning such as with the Chocodrink brand message and digital marketing techniques conveyed by Chocodrink. So that the informants can easily interpret the message that Chocodrink wants to convey. In this case it can be said that the content presented by the brand is in accordance with the characteristics of the audience and the message conveyed can be well received by the audience.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128966515","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Analisis Hiperrealitas pada Film Aquaman sebagai Komoditas Kekuatan Kapitalis 对Aquaman电影的超现实分析是资本主义的商品

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1765

Maulina Puspa Dewi, Liya Umaroh

{"title":"Analisis Hiperrealitas pada Film Aquaman sebagai Komoditas Kekuatan Kapitalis","authors":"Maulina Puspa Dewi, Liya Umaroh","doi":"10.36080/ag.v10i1.1765","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1765","url":null,"abstract":"Film has the power to construct a person through the symbols it sends in each scene. In addition to the construction of meaning, film also has the power to fold and manipulate reality into nothing more than a narrow screen. This is known as hyperreality. Aquaman is a DC fantasy film that tells the story of the perfection of the hyperreal world of Atlantis. This study aims to analyze the hyperreality in the Aquaman film in order to build awareness that the visualization of the world of Atlantis is a commodity by capitalist forces. The researcher used a qualitative method with Roland Barthes' Semiotics analysis technique. The theory in this study uses the Theory of Simulacra and Hyperreality by Jean Baudrillard. Barthes' semiotics is used to observe the entire content of the film and analyze the meaning of denotation, connotation, and myth to find out its suitability with Baudrillard's thinking. The results show that this film is closely related to the concept of hyperreality which has passed through a series of 4 imaging phases. Hyperreality in the Aquaman film refers to everything that is \"beyond reality\" which is shown by (1) The Fictional Love Story of Two Worlds, (2) The Consumption of the Mythical Trident Fantasy Weapon, (3) The Presence of the Superpower Figure of the Fiction Figure Aquaman, (4) Visualization of the World Fantasy of Atlantis, and (5) Use of Technology in presenting the fantasy of Atlantis. Through the presentation of the Aquaman film, hyperreality is capitalism's way of offering technological sophistication and fantasy for profit and leading the masses to consume Aquaman's commodities. Society needs to prioritize logical rationality in viewing the imagination of a film","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"222 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122405801","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Indonesia Poros Maritim Dunia (Analisis Teks Media dengan Pendekatan Mix-Methode)

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1799

Jamalullail Jamalullail, Husen Mony

引用次数: 0

Analisis Perundungan Siber Flaming atas Komunikasi Penggemar BTS di Twitter

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1703

Handri Taufik, Maulana Rezi

{"title":"Analisis Perundungan Siber Flaming atas Komunikasi Penggemar BTS di Twitter","authors":"Handri Taufik, Maulana Rezi","doi":"10.36080/ag.v10i1.1703","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1703","url":null,"abstract":"In the current digital era, Popular Culture is a culture that is widely consumed by the public. The presence of social media also makes the access to popular culture such as K-Pop become easier. An example can be seen in the habit of fan accounts on Twitter which builds a communication process both with idol artists and with fellow fans. The interactions carried out included discussions regarding idol artists, works, idols' daily activities, and others. However, this interaction also does not rule out negative interactions such as cyberbullying. Using a Virtual Ethnography approach, this study was conducted to find the theme of the flaming message transmitted by fans of the BTS or ARMY group as a specific understanding of the implications of cyberbullying events on Twitter. This study uses software, namely ATLAS.ti to assist the process of collecting research data to the process of data analysis. The results of this study found four themes of cyberbullying messages transmitted by ARMY on Twitter, namely flaming cyberbullying messages with the themes of attacking, cursing, condescending, and laughing. This study also found that a flaming message is a form of defensive action taken by ARMY in defending their idol artist which is rooted in the fanaticism of fans. This research is expected to be able to increase digital literacy for social media users, especially Twitter, increase awareness to wisely use social media, and become a reference for further research.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123526857","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Representasi Laki-Laki dan Perempuan dalam Iklan Tehicha Tehicha广告中男人和女人的代表

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1716

Wiwid Adiyanto, Ami Saptiyono

{"title":"Representasi Laki-Laki dan Perempuan dalam Iklan Tehicha","authors":"Wiwid Adiyanto, Ami Saptiyono","doi":"10.36080/ag.v10i1.1716","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1716","url":null,"abstract":"Tehicha will be one of the newcomers in the packaged tea beverage product industry in Indonesia in 2020. Tehicha as a packaged tea product requires advertising as a part of a promotion. Tehicha, as a packaged tea product, needs to communicate its product to the public so that it can be widely known. Tehicha uses national television as a promotional medium and to compete with similar products that previously circulated in the Indonesian market. However, on the other hand, advertising is a product of the popular culture that is political. Advertising is an instrument for shaping culture, including representing the dominant values of men and women. Advertisement as text is related to the sign and the model's representation in it. This study aims to describe the representation of men and women in Tehicha advertisements. This study uses Roland Barthes' Semiological analysis as an analytical tool. This research also uses the Representation theory from Stuart Hall as an academic foothold. The findings of this study indicate that the ideal man is represented as an active individual, energetic leader, brave, accessible, and in the public sphere. However, not all men are represented ideally in Tehicha advertisements. Meanwhile, women are represented individually in domestic roles and seducers. This study also found a tendency to construct female sensuality that places women as sexual objects. This study suggests that Tehicha packaged tea products pay attention to gender equality in constructing messages through advertising.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"2014 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114889362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Penerimaan Khalayak Terhadap Konten Pada Dokumenter Televisi Melihat Indonesia Episode “Ramuan Kesehatan” Metro TV 接受电视纪录片《印尼地铁健康魔药》剧集的观众观看

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1854

Sangga Arta Witama

{"title":"Penerimaan Khalayak Terhadap Konten Pada Dokumenter Televisi Melihat Indonesia Episode “Ramuan Kesehatan” Metro TV","authors":"Sangga Arta Witama","doi":"10.36080/ag.v10i1.1854","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1854","url":null,"abstract":"Metro TV is the first Cooperating with The Independent Eagle Foundation which is a form of commitment to protect the Indonesian Eagle Institute. Eagle Institute Indonesia is a foundation that was established as a forum and center for educational institutions of documentary film industry. Researchers are interested in researching the program “Melihat Indonesia” (Seeing Indonesia) Metro TV on episodes of “Minuman Kesehatan” (Healthty Drink). Melihat Indonesia Metro TV is a television documentary program that discusses various things that exist in Indonesia, including culture, social, sports, and other things. Reception analysis is used to determine the reception or audience acceptance of the television documentary program \"Seeing Indonesia\" on the episode of health ingredients. The purpose of this study is to find out and understand the meaning of the audience for the content of a television documentary program with the title health potion which is broadcast on the Metro TV television station. In this study, research subjects were given treatment or treatment to watch the video of television documentary. The results of meaning with 50 answers get 28 dominant meanings, 15 negosiation meaning, and 7 opposition meaning. The results of research with dominant meanings regarding local wisdom or local culture in Indonesia are quite a lot and one of them is related to health drinks, one of which is herbal medicine because it is the identity of the Indonesian nation itself.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"92 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126078533","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Sikap Media Dalam Kasus Dugaan Korupsi Gibran-Kaesang 媒体对gibrankaesang腐败指控的态度

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1680

I. Suryawati, Titi Widaningsih

{"title":"Sikap Media Dalam Kasus Dugaan Korupsi Gibran-Kaesang","authors":"I. Suryawati, Titi Widaningsih","doi":"10.36080/ag.v10i1.1680","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1680","url":null,"abstract":"Reports of alleged corruption cases Gibran-Kaesang to the KPK have attracted the attention of online media. Kompas.com and Wartaekonomi.co.id are news portals that consider this important issue. The purpose of this study is to explain Kompas.com and Wartaekonomi, co.id attitude in reporting the Gibran-Kaesang corruption alleged report and to uncover the form of domination in the news. The method used is Robert N. Entman framing model. The paradigm used is the constructive paradigm. The object of research is the reporting of alleged corruption by Gibran-Kaesang on Kompas.com and Wartaekonomi.co.id during the period from January 10, 2022 to January 21, 2022. The results show that Kompas.com and Wartaekonomi.co.id construction is presented differently. Kompas.com constructs this reality from the political aspect, while Wartaekonomi.co.id from the political and legal aspects. Kompas.com tends to be neutral. Unlike the case with Wartaekonomi.co.id, which is more daring to be against it. Kompas.com does not highlight certain images in its reporting. In fact, Wartaekonomi.co.id highlighted Ubedillah's positive image and created a negative image of Gibran. Wartaekonomi.co.id seems to position its news portal as an alternative media that forms an alternative public space, namely a room for protest and critical politics, even though it is not maximized.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"67 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129126507","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Strategi Pesan Persuasif di Media Sosial Instagram @somethincofficial 社交媒体媒体上有说服力的策略

Avant Garde Pub Date : 2022-06-25 DOI: 10.36080/ag.v10i1.1800

Cinthya Tania, Vina Benita Laksono

{"title":"Strategi Pesan Persuasif di Media Sosial Instagram @somethincofficial","authors":"Cinthya Tania, Vina Benita Laksono","doi":"10.36080/ag.v10i1.1800","DOIUrl":"https://doi.org/10.36080/ag.v10i1.1800","url":null,"abstract":"Social media is a tool used for various activities, including supporting business and marketing. Small and medium industries tend to choose to use Instagram to communicate with young and productive consumers, the majority of whom are similar to the characteristics of these social media users. SOMETHINC is a local skincare and beauty brand made in Indonesia that actively uses Instagram to interact with its consumers. This study aims to analyze social media persuasion messages on Instagram @somethincofficial. In analyzing persuasive messages, the author uses two lines of persuasion, namely the central and peripheral lines. The central channel is a pathway that encourages changes in individual behavior after going through a process of careful and wise consideration of the benefits of the information provided as an advocacy effort. Meanwhile, the peripheral pathway explains that behavior change occurs without careful consideration of the benefits of the information conveyed and is more influenced by some exciting signs, cues, or sources in persuasion efforts to encourage behavior change. This research method uses the content analysis method with the primary data source in the form of documentation of the Instagram account @somethincofficial. The result is known that the type of persuasive message on Instagram @somethincofficial uses both central and peripheral channels continuously. This study concludes that on the Instagram account @somethincofficial, the type of persuasive message that is more dominantly used is an informative message in line with the central route.","PeriodicalId":241807,"journal":{"name":"Avant Garde","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121577550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1