Bandung Conference Series: Communication Management最新文献

{"title":"Representasi Konten Humor dalam Iklan Televisi Shampo Head & Shoulders","authors":"Putra Akbar Pradina, Raditya Pratama Putra","doi":"10.29313/bcscm.v3i1.6269","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.6269","url":null,"abstract":"Abstract. Humor is an attitude that tends to be done to evoke joy and trigger laughter. We can find humor on any platform, for example on television shows and advertisements. There are lots of advertisements that use elements of humor in it to attract people's attention. Indirectly advertisements that use elements of humor to make people who watch are interested. In this study the method used was qualitative method using interview techniques and direct field observation in order to obtain the necessary data with the Ferdinand De Saussure Semiotic Analysis approach in perfecting this research report. This study aims to determine the meaning of Significe (marker) contained in head & shoulder shampoo advertisements. This is to find out the meaning of Signified (signified) and the advertising ethics contained in Head & Shoulder shampoo advertisements. There are as many as 29 million viewers who watch YouTube Head & Shoulders ads. Therefore, researchers are very interested in finding more in-depth information about Joe Taslim Head & Shoulders humorous Youtube advertisements. Based on the formulation of the problem and the results of the research, it can be concluded that there are signifiers, signifiers, and humor ethics in the research entitled \"Representation of Humor Content in Head & Shoulders Shampoo Television Advertisements\". and mistakes, the achievement of perfect results requires a solid team and does not give up under any circumstances is the meaning of the sign, humorous scenes that are studied using existing theories give birth to value. \u0000Abstrak. Humor merupakan sikap yang cenderung dilakukan untuk membangkitkan rasa gembira dan memicu gelak tawa. Humor dapat kita temukan pada platform apapun, contohnya pada acara televisi dan iklan. Terdapat banyak sekali iklan yang menggunakan unsur humor didalamnya untuk menarik perhatian masyarakat. Secara tidak langsung iklan yang menggunakan unsur humor guna membuat masyarakat yang menonton tertarik. Dalam penelitian ini metode yang digunakan adalah metode kualitatif dengan menggunakan teknik wawancara dan observasi langsung ke lapangan guna memperoleh data yang diperlukan dengan pendekatan Analisis Semiotika Ferdinand De Saussure dalam menyempurnakan laporan penelitian ini. Penelitian ini bertujuan untuk mengetahui makna Signifie (penanda) yang terdapat pada iklan sampo head & shoulder. Hal ini guna mengetahui makna Signified (petanda) serta etika periklanan yang terdapat pada iklan sampo Head & Shoulder. Terhitung sebanyak 29 juta penonton yang menonton iklan Youtube Head & Shoulders. Oleh karena itu, peneliti sangat tertarik mencari informasi lebih dalam tentang iklan Youtube humor Joe Taslim Head & Shoulders. Berdasarkan dari rumusan masalah dan hasil penelitian maka dapat ditarik kesimpulan bahwa terdapat makna petanda, penanda, dan etika humor terhadap penelitian yang berjudul “Representasi Konten Humor Dalam Iklan Televisi Shampo Head & Shoulders” Terdapat dua makna mengenai penanda yaitu da","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122927406","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}

{"title":"Efektivitas Komunikasi dalam Pembelajaran Berbasis E-learning di Universitas Islam Bandung","authors":"Dennis Lumahing Wijaya, Anne Maryani","doi":"10.29313/bcscm.v3i1.5854","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.5854","url":null,"abstract":"Abstract. More and more, technological developments continue to progress rapidly, especially in this era of communication. It is proven by the presence of the internet, digitization, artificial intelligence, machine learning, big data, and others. Coupled with the Covid-19 pandemic which caused a change in the learning mechanism, which was originally face-to-face, it changed by utilizing the internet network into distance learning, this was also implemented by the Islamic University of Bandung by transforming face-to-face learning into using an e-learning website. However, in practice, e-learning-based learning is found to have several obstacles such as lack of understanding of the material, lack of interaction between users, and others. Therefore, this study aims to determine the effectiveness of communication that occurs during e-learning-based learning at the Islamic University of Bandung. The method used in this research is descriptive-quantitative with data collection techniques using questionnaires and literature study. The population of this study were students of Faculty of Communication at the Islamic University of Bandung with a total of 368 people. This study also uses a simple random sampling technique in the process of determining the sample, so that the calculation results determine that the sample is 79 people. The results of this study are the effectiveness of communication in e-learning-based learning at the Islamic University of Bandung is quite good, this is because e-learning at the Islamic University of Bandung has applied aspects of Credibility, Context, Content, Clarity, Continuity and Consistency, Capability of Audience, and Channels of Distribution and make maximum use of it. \u0000Abstrak. Kian hari, perkembangan teknologi terus mengalami kemajuan pesat, terlebih pada era komunikasi seperti sekarang ini. Terbukti dengan hadirnya internet, digitalisasi, artificial intelegent, machine learning, big data, dan lain-lain. Ditambah dengan adanya pandemi Covid-19 yang menyebabkan perubahan mekanisme pembelajaran yang pada awalnya tatap muka berubah dengan memanfaatkan jaringan internet menjadi pembelajaran jarak jauh, hal ini pun diterapkan oleh Universitas Islam Bandung dengan mentransformasi pembelajaran tatap muka menjadi menggunakan website e-learning. Akan tetapi dalam praktiknya pembelajaran berbasis e-learning ditemukan beberapa hambatan seperti kurangnya pemahaman materi, kurangnya interaksi antar pengguna, dan lain-lain. Maka dari itu penelitian ini bertujuan untuk mengetahui efektivitas komunikasi yang terjadi saat pembelajaran berbasis e-learning di Universitas Islam Bandung. Metode yang digunakan pada penelitian ini adalah deskriptif-kuantitatif dengan teknik pengumpulan data menggunakan kuisioner dan studi kepustakaan. Populasi dari penelitian ini adalah mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Bandung dengan jumlah 368 orang. Penelitian ini pun menggunakan teknik simple random sampling dalam proses penentua","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131546449","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}

{"title":"Strategi Integrated Marketing Communications (IMC) Marrs.Id untuk Menarik Minat Beli Konsumen","authors":"Naufal Feraldy Nopal, A. Sofyan","doi":"10.29313/bcscm.v3i1.6050","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.6050","url":null,"abstract":"Abstract. UMKM are part of the national economy that is self-reliant and has great potential to improve people's welfare. UMKM have a significant role in the country's economic growth. In running its business, a marketing strategy is needed to increase someone's buying interest. This study examines the integrated marketing communication strategy carried out by one of the UMKM in Kuningan Regency, namely Marrs.id. The purpose of this study is to find out the Integrated Marketing Communication strategy carried out by Marrs.id in increasing consumer buying interest. This study uses a qualitative descriptive research method in order to describe the situation that will be observed in the field more specifically, transparently, and in depth. Data collection techniques using data triangulation, namely observation, interviews, and documentation. The results of this study indicate that Marrs.id uses an integrated marketing communication strategy in various ways including advertising strategies on print, digital, internet, direct marketing on e-commerce, digital/internet marketing on social media such as Instagram, tiktok, sales promotion with providing discounts and sample products, undergoing social action as a sociopreneur, personal selling strategy by participating in events/exhibitions, and the advantages of being able to promote products as widely as possible and the drawback is that there are strategies that have not been maximized by Marrs.id \u0000Abstrak. UMKM merupakan bagian dari perekonomian nasional yang berwawasan kemandirian dan memiliki potensi besar untuk meningkatkan kesejahteraan masyarakat. UMKM memiliki peran yang signifikan terhadap pertumbuhan ekonomi negara. Dalam menjalankan usahanya diperlukan strategi pemasaran agar meningkatnya minat beli seseorang. Penelitian ini meneliti tentang strategi integrated marketing communication yang dilakukan oleh salah satu UMKM yang ada di Kabupaten Kuningan yaitu Marrs.id. Tujuan dari penelitian ini yaitu Untuk mengetahui strategi Integrated Marketing Communication yang dilakukan oleh Marrs.id dalam meningkatkan minat beli konsumen. Penelitian ini menggunakan metode penelitian deskriptif kualitatif agar bisa mendeskripsikan keadaan yang akan diamati di lapangan dengan lebih spesifik, transparan, dan mendalam. Teknik pengumpulan data menggunakan triangulasi data yaitu observasi, wawancara, dan dokumentasi. Hasil pada penelitian ini menunjukan bahwa Marrs.id menggunakan Strategi integrated marketing communication dengan berbagai cara diantaranya terdapat strategi advertising pada media cetak, digital, internet, direct marketing pada e commerce, digital/internet marketing pada social media seperti instagram, tiktok, sales promotion dengan memberikan diskon dan produk sample, menjalani aksi social sebagai sociopreneur, strategi personal selling dengan mengikuti event/pameran, dan adanya kelebihan yaitu bisa mempromosikan produk seluas-luasnya dan kekurangannya yaitu terdapat strategi yang belum maksimal ","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115056337","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}

{"title":"Strategi Digital Marketing (@Mawarweddingservice) dalam Meningkatkan Konsumen Melalui Media Sosial","authors":"Balqiis Syabha Dibha, Satya Indra Karsa","doi":"10.29313/bcscm.v3i1.6630","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.6630","url":null,"abstract":"Abstract. Mawar Wedding Service is one of the wedding organizers in the city of Bandung that provides services for potential customers who need help in carrying out their weddings. With so many wedding organizers in the city of Bandung, Mawar Wedding Service uses digital marketing to promote their services to attract the attention of potential customers. The purpose of this study is to find out what digital marketing is used by Mawar Wedding Service, the use of Instagram social media in Mawar Wedding Service digital marketing, the steps used by Mawar Wedding Service in using digital marketing. The theory used as reference material in conducting this research is using integrated marketing communication theory, digital marketing, social media marketing. The research method used in this study uses qualitative methods with a case study approach. This study uses data collection techniques in the form of interviews and observations. The results of this study are Mawar Wedding Service using social media Instagram in digital marketing to attract consumers to use the services of Mawar Wedding Service. \u0000Abstrak. Mawar Wedding Service merupakan salah satu wedding organizer yang ada di kota Bandung yang menyediakan jasa untuk para calon konsumen yang sedang membutuhkan bantuan dalam melaksanakan pernikahannya. Dengan banyaknya wedding organizer yang ada di kota Bandung, Mawar Wedding Service menggunakan digital marketing dalam melakukan promosi jasa mereka dalam menarik perhatian calon konsumen. Tujuan penelitian ini yaitu untuk mengetahui digital marketing apa saja yang digunakan oleh Mawar Wedding Service,  penggunaan media sosial Instagram dalam digital marketing Mawar Wedding Service, Langkah yang digunakan Mawar Wedding Service dalam menggunakan digital marketing. Teori yang dijadikan bahan rujukan dalam melakukan penelitian ini yaitu menggunakan teori komunikasi pemasaraan terpadu, digital marketing, social media marketing. Metode penelitian yang digunakan dalam penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Penelitian ini menggunakan Teknik peengumpulan data berupa wawancara dan observasi. Hasil penelitian ini merupakan Mawar Wedding Service menggunakan media sosial Instagram dalam digital marketing untuk menarik konsumen dalam memakai jasa Mawar Wedding Service. ","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114377824","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}

{"title":"Hubungan Penggunaan Media Sosial “Jakarta Tourism” dengan Minat Berkunjung Followers","authors":"Muhammad Rasyid, O. Hasbiansyah","doi":"10.29313/bcscm.v3i1.5819","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.5819","url":null,"abstract":"Abstract. The Instagram account \"Jakarta Tourism\" namely @jakarta_tourism is an official account directly managed by the DKI Jakarta Provincial Disparekraf which provides information about tourist destinations, and events/events that are currently/will be held in Jakarta. This research was conducted to find out the relationship between the use of \"Jakarta Tourism\" social media and the interest in visiting followers on the Instagram account @jakarta_tourism. This study uses the S-R theory which is based on the assumption that behavior changes occur depending on the quality of the stimulus that communicates with the organism. Then, the method used in this study is quantitative with a correlational approach. Sampling using simple random sampling technique. The population in this study were followers of the Instagram account @jakarta_tourism, with a sampling technique using the Taro Yamane formula and the results obtained were 100 respondents. The measurement scale in this study is the ordinal scale. The validity test uses the Pearson Product Moment correlation analysis and the reliability test uses the Cronbach's Alpha test technique which is calculated using the SPSS application.The results of this study are (1) there is a relationship between context on the use of social media Instagram @jakarta_tourism and the interest in visiting followers, (2) there is a relationship between communication on the use of social media @jakarta_toursim and the interest in visiting followers, (3) there is a relationship between collaboratin on use of social media @jakarta_toursim with interest in visiting followers, (4) there is a relationship between connection on social media use @jakarta_toursim and interest in visiting followers. \u0000Abstrak. Akun Instagram “Jakarta Tourism” yaitu @jakarta_tourism adalah akun resmi yang langsung dikelola oleh Disparekraf Provinsi DKI Jakarta yang menyajikan informasi mengenai destinasi wisata, dan event/acara yang sedang/akan terselenggara di Jakarta. Penelitian ini dilakukan untuk mengetahui Hubungan Penggunaan Media Sosial “Jakarta Tourism” Dengan Minat Berkunjung Followers pada akun Instagram @jakarta_tourism. Penelitian ini menggunakan teori S-R yang mendasarkan asumsi yang mana perubahan perilaku terjadi tergantung kepada kualitas rangsangan (stimulus) yang berkomunikasi dengan organisme. Lalu, metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan korelasional. Pengambilan sampel menggunakan teknik simple random sampling. Populasi dalam penelitian ini adalah followers akun Instagram @jakarta_tourism, dengan teknik pengambilan sampel menggunakan rumus Taro Yamane dengan dan hasil yang didapat sebesar 100 responden. Skala pengukuran dalam penelitian ini adalah skala ordinal. Uji validitas menggunakan analisis korelasi Product Moment Pearson dan uji reliabilitas dengan teknik uji Cronbach’s Alpha yang dihitung menggunakan aplikasi SPSS. Hasil dari penelitian ini adalah (1) terdapat hubungan antara contex","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124234094","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}

{"title":"Strategi Pengelolaan Konten Media Sosial Instagram pada Dinas Pariwisata dan Kebudayaan Majalengka","authors":"Kistia Rindika, Rini Rinawati","doi":"10.29313/bcscm.v3i1.6208","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.6208","url":null,"abstract":"The activities carried out by the Majalengka Tourism and Culture Office @disparbudmajelengka and followers tend to be more from the Instagram accounts @disparbudpnd (Pangandaran Tourism and Culture Office), @disparbudbekasi (Bekasi Tourism and Culture Office), and there are 40 more tourism office accounts and other cultures, of course, cannot be avoided from the Instagram social media content management strategy. Because in practice it is certainly not arbitrary for government social media accounts to manage their content and it is not easy to maintain their existence. Because it turns out that it is not easy to do this if you look at the existing data regarding the number of tourism and culture service accounts in other regions that are not yet like the Majalengka Tourism and Culture Office. The object of this research is the Instagram Department of Tourism and Culture Majalengka @disparbudmajalengka. This study aims to determine the planning of content management by the Department of Tourism and Culture Majalengka on Instagram @disparbudmajalengka. This study uses a qualitative method with a case study approach. Planning in content management carried out by the Majalengka Tourism and Culture Office is through several stages ranging from planning, implementation, data analysis, content drafts, content discussions, decisions, and uploads. The implementation in content management carried out by the Majalengka Tourism and Culture Office is scheduled and themed. The goal in content management carried out by the Majalengka Tourism and Culture Office is to get a broad market segmentation.","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125778712","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}

{"title":"Strategi Sales Promotion D’pom Coffee Café Melalui Media Sosial Instagram","authors":"Muhamad Afrizal, Satya Indra Karsa","doi":"10.29313/bcscm.v3i1.5571","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.5571","url":null,"abstract":"Abstract. The rise of the phenomenon of consuming coffee for people in Indonesia has increased the number of requests from consumers for various kinds of unique brands. Competition in implementing sales promotion strategies in an effort to increase sales stimulus penetrates social media, especially Instagram. One of the D'Pom Coffee Cafés is implementing a sales promotion strategy through Instagram social media. In this study, researchers tried to analyze and describe in detail the sales promotion strategy used by D'Pom Coffee Café through Instagram social media @dpomcoffeekrw and the reasons for choosing this social media. This study uses qualitative methods, using a qualitative descriptive approach. This research will refer to the information provided by the informant who is one of the D'pom Coffee Café staff in the social media marketing section. Field data is in the form of the Instagram account page @dpomcoffeekrw. Data collection techniques used in this study were observation, interviews, and literature study. The results of this study show that D'Pom Coffe Café uses two marketing strategy concepts described by Haque-Fawzi, namely: the concept of market envy strategy and the concept of timing. The reason why D'Pom Coffee Café chose Instagram as a media in implementing sales promotion strategies concluded that the reach of the media is wide, Instagram users intersect with D'Pom Coffee Café's target consumers and the popularity of Instagram media as a marketing medium. \u0000Abstrak. Maraknya fenomena mengkonsumsi kopi bagi penduduk di Indonesia menaikkan angka permintaan dari pada kalangan konsumen akan berbagai macam brand yang unik. Persaingan dalam penerapan strategi sales promotion dalam upaya meningkatkan stimulus penjualan merambah kepada media sosial khususnya Instagram. D’Pom Coffee Café salah satunya ikut menerapkan strategi sales promotion melalui media sosial Instagram. Dalam penelitian ini, peneliti mencoba menganalisis dan mendeskripsikan secara detil strategi sales promotion yang digunakan D’Pom Coffee Café melalui media sosial Instagram @dpomcoffeekrw dan alasan dalam memilih media sosial tersebut. Penelitian ini menggunakan metode kualitatif, dengan menggunakan pendekatan deskriptif kualitatif. Penelitian ini akan mengacu kepada informasi yang diberikan oleh narasumber yang merupakan salah satu staff D’pom Coffee Café pada bagian social media marketing. Data lapangan berupa laman akun Instagram @dpomcoffeekrw. Teknik pengumpulan data yang digunakan dalampenelitian ini adalah observasi, wawancara, dan studi pustaka. Hasil penelitian ini diketahui bahwa D’Pom Coffe Café menggunakan dua konsep strategi pemasaran yang dijabarkan oleh Haque-Fawzi yaitu: Konsep Market Envy Strategy dan Konsep Timing. Adapun alasan D’Pom Coffee Café memilih Instagram sebagai media dalam penerapan strategi sales promotion disimpulkan bahwa daya jangkauan media yang luas, pengguna Instagram yang beririsan dengan target konsumen D'Pom Coffee Café dan kepopu","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"70 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130273786","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}

{"title":"Representasi Makna Harmonisasi Keluarga pada Iklan Ikea","authors":"M. Salsabila, Wiki Angga Wiksana","doi":"10.29313/bcscm.v3i1.5862","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.5862","url":null,"abstract":"Abstract. Advertisements also have the characteristics of being attractive to the masses if they provide clear, concise, and concise information on the broadcast. Promotional content also contains compelling messages to help viewers choose the product they are looking for. For example, there is an IKEA ad. The IKEA advertisement describes the interior exhibited by the family in terms of the use of the interior which is the object of promotion.  The object of this research is a snippet of a scene in an IKEA advertisement that relates to the focus of the research problem. The aim of the researcher in this study is to find out the meaning of denotation, connotation, and myth in the IKEA Indonesia advertisement in 2021. The research method used in this study uses a qualitative method. From the results of this study, it was found that the representation of family harmonization in the IKEA 2021 advertisement was in accordance with the semiotic analysis of the Roland Barthes model, namely trying to meet family needs, helping families to meet the needs of living together, helping individual family members at home, providing information to trusted people in the family environment, decorating tools for families, working to meet family needs, and gathering together with cheerful feelings. \u0000Abstrak. Iklan juga memiliki sifat yang menarik untuk ditonton massa jika iklan yang ditayangkan memberi informasi yang sifatnya jelas, singkat, dan padat pada siaran. Konten promosi juga berisi pesan yang menarik untuk membantu pemirsa memilih produk yang mereka cari. Misalnya ada pada iklan IKEA. Iklan IKEA menggambarkan interior yang diperagakan oleh keluarga dari segi kegunaan interior yang menjadi objek promosi. Objek penelitian ini adalah potongan gambar dalam adegan yang terdapat di iklan IKEA yang berkaitan dengan fokus masalah dari penelitian. Tujuan yang dimiliki oleh peneliti dalam penelitian ini yaitu untuk mengetahui makna denotasi, konotasi, dan mitos pada iklan IKEA Indonesia tahun 2021. Metode penelitian yang dilakukan dalam penelitian menggunakan metode kualitatif. Dari hasil penelitian ini ditemukan bahwa representasi harmonisasi keluarga dalam iklan IKEA 2021 sesuai dengan analisis semiotik model Roland Barthes yaitu berusaha memenuhi kebutuhan keluarga, membantu keluarga untuk memenuhi kebutuhan hidup bersama, membantu individu anggota keluarga dirumah, memberikan informasi kepada orang yang dipercaya di lingkungan keluarga, mendekorasi alat untuk keluarga, bekerja untuk memenuhi kebutuhan keluarga, dan berkumpul bersama dengan perasaan ceria. ","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129290806","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}

{"title":"Strategi Pengelolaan Social Media Marketing dalam Meningkatkan Brand Awareness","authors":"Sultan Al Badar, Endri Listiani","doi":"10.29313/bcscm.v3i1.5989","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.5989","url":null,"abstract":"Abstract. Social media is a medium of communication in the form of websites and applications using internet technology, this medium encourages and allows users to connect with anyone in the world. The public already uses social media a lot for their daily needs, Lil Public uses social media as a means of marketing communication in increasing brand awareness with good and attractive management strategies. This study aims to find out how social media management strategies are carried out by Lil Public in increasing brand awareness. The research method used is qualitative with a case study approach through open interview techniques, observation, literature studies, and documents relevant to research, this study uses data analysis techniques, data presentation, data reduction, data analysis and conclusion. who holds Lil Public, namely the owner, while the supporting sources are business strategy that processes the strategy to be implemented, then there is digital marketing related to promotion through the media and finally Lil Public's customers. The result shows that Lil Public has carried out a management strategy to increase brand awareness, carried out a management strategy before carrying out various promotions starting from stories, reels, feeds, live ig, ads to certain events, choosing social media marketing is the right choice, there are also obstacles and support. that arise due to weaknesses and advantages in Lil Public itself in conducting social media marketing. \u0000Abstrak. Media sosial adalah  media komunikasi dalam bentuk website dan aplikasi dengan menggunakan teknologi internet, media ini mendorong dan memungkinkan pengguna untuk  terhubung dengan siapa pun di  dunia. Masyarakat sudah banyak menggunakan media sosial untuk kebutuhan sehari-hari, Lil Public menggunakan social media sebagai sarana komunikasi pemasaran  dalam meningkatkan brand awareness dengan strategi pengelolaan  baik dan menarik. Penelitian ini bertujuan untuk mengetahui bagaimana startegi pengelolaan social media yang di lakukan Lil Public dalam meningkatkan brand awreness. Metode  penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus melalui teknik wawancara terbuka, observasi, studi literatur, dan dokumen yang relevan dengan penelitian, penelitian ini menggunakan teknik analisis data, penyajian data, reduksi data analisis data dan penarikan kesimpulan subjek dari penelitian ini ialah pihak yang memegang Lil Public yaitu owner sedangkan untuk narasumber pendukung ialah startegi bisnis yang mengolah strategi yang akan di jalankan, lalu ada digital marketing terkait dengan promosi melalui media dan terakhir costumer Lil Public. Hasilnya diketahui bahwa Lil public melakukan strategi pengelolaan dalam meningkatkan brand awareness, melakukan strategi pengelolaan terlebih dahulu sebelum melakukan berbagai promosi mulai story, reels, feeds, live ig, ads  sampai acara tertentu,pemilihan social media marketing adalah pilihan tepat, terdapat pula hambatan da","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"138 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132219111","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}

{"title":"Penggunaan Konten Jumat Berkah di Instagram","authors":"Muhamad Adam, Indri Rachmawati","doi":"10.29313/bcscm.v3i1.6409","DOIUrl":"https://doi.org/10.29313/bcscm.v3i1.6409","url":null,"abstract":"Abstract. Business competition between competitors is entering a new era, where a business modifies the way of promotion through content that provides a stimulus to its customers. Regarding this research, PSstore uses Instagram social media in carrying out its promotional activities in a different way from its competitors, namely sharing blessings and happiness through jumat berkah content on Instagram @pstore_bandung. This study aims to find out how the content planning process, barriers to implementing promotional strategies, distribution processes, and reasons for using Instagram social media. This study uses a qualitative method with a case study approach, constructivism paradigm and data collection techniques, namely observation, interviews and documentation. In addition, the researcher used the validity test by using triangulation of sources, techniques, and time. Then this study uses the theory of The Circular Model of SoMe as a reference and to strengthen the research. The result of this research is that the Bandung PSstore in the planning has the intent and purpose of the content concept which is considered according to the two factors, namely the moment and the availability of the product which is the basis for creating content. Then the content distribution is a form of management of three users on one Instagram social media account. This management is useful for maximizing responsiveness and response speed in the form of content publications and replies that become consumer responses. There are also obstacles to the implementation of the blessing jumat berkah which is used as a promotional strategy by Pstore Bandung. These obstacles are influenced by external constraints, namely weather and community conditions, internal constraints, namely product availability, and communication media constraints, namely media/application limitations. The reason PSstore Bandung uses Friday's content to increase sales promotions. In this use there is reciprocity or feedback that can be obtained, namely a positive response from the views and assessments of the community and an increase in product sales from buying behavior by consumers \u0000Abstrak. Persaingan bisnis antar kompetitor memasuki era baru, dimana sebuah bisnis memodifikasi cara promosi melalui konten yang memberikan stimulus pada pelanggannya. Terkait penelitian ini, PStore menggunakan media sosial Instagram dalam melakukan kegiatan promosinya melalui cara yang berbeda dengan kompertitornya, yaitu berbagi keberkahan dan kebahagiaan melalui konten jumat berkah di Instagram @pstore_bandung. Penelitian ini memiliki tujuan untuk mengetahui bagaimana proses perencanaan konten, hambatan pelaksanaan strategi promosi, proses distribusi, dan alasan menggunakan media sosial Instagram. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, paradigma konstruktivisme dan teknik pengumpulan data yaitu dengan observasi, wawancara dan dokumentasi. Selain itu, peneliti menggunakan uji keab","PeriodicalId":344249,"journal":{"name":"Bandung Conference Series: Communication Management","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133541477","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}