Kiwari最新文献

{"title":"Personal Branding Beauty Influencer di Instagram terhadap Persepsi Followers","authors":"Febriani Angellina, Ahmad Junaidi","doi":"10.24912/ki.v2i3.25887","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25887","url":null,"abstract":"Apart from being used as a new forum for communication, social media is also used as a medium for self-expression and building personal branding. Personal branding is an assessment related to skills, attitudes and performance that is formed by individuals and aims to show self-concept in the eyes of others. Likewise, what was done by @tasyafarasya, a popular beauty influencer in Indonesia who built her personal branding through Instagram social media. Currently, Tasya Farasya has 5.8 million Instagram followers as of September 2022. The personal branding built by Tasya Farasya on Instagram social media influences followers' perceptions of her. this study has the aim to show whether there is any influence from personal branding beauty influencer Tasya Farasya on Instagram social media on the perceptions of her followers and what are the personal branding beauty influencer Tasya Farasya's concepts that are dominant among the 8 personal branding concepts initiated by Peter Montoya. The theory of this research is the Eight Concepts of Personal Branding initiated by Peter Montoya. This type of research approach is quantitative through the spread of a list of questions to 100 people who are Tasya Farasya’s Instagram followers. The data obtained were then analyzed with several tests, namely the correlation coefficient test, the coefficient of determination test, and simple regression analysis. The results of this analysis show if there is a strong relationship between the two variables, as well as the influence of Tasya Farasya's personal branding on Instagram and contributing 69.6% to the perception of her followers and the personal branding beauty influencer Tasya Farasya's concept which is dominant is the concept of specialization of ability indicators, the concept of visible, the concept of leadership, and the concept of firmness. 
 
 Media sosial selain dijadikan sebagai wadah baru dalam berkomunikasi, dijadikan juga sebagai media untuk mengekspresikan diri dan membangun personal branding. Personal branding adalah sebuah penilaian yang berhubungan oleh keterampilan, sikap, serta kinerja yang individu bentuk dan bertujuan untuk menunjukkan konsep diri di mata orang lain. Begitu pula yang dilakukan oleh @tasyafarasya, seorang beauty influencer yang populer di Indonesia yang membangun personal branding-nya melalui media sosial Instagram. Saat ini Tasya Farasya memiliki followers Instagram sebanyak 5,8 juta per September 2022. Personal branding yang dibangun oleh Tasya Farasya di media sosial Instagram mempengaruhi persepsi followers kepadanya. Penelitian ini mempunyai tujuan yaitu untuk melihat adakah pengaruh dari personal branding beauty influencer Tasya Farasya di media sosial Instagram terhadap persepsi followers-nya dan apa saja konsep personal branding beauty influencer Tasya Farasya yang dominan diantara delapan konsep personal branding yang dicetuskan Peter Montoya. Pendekatan penelitian ini yaitu kuantitatif dengan melakukan penyeba","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782981","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":"Perencanaan Komunikasi Public Relations dalam Penanganan Krisis (Studi Kasus Weber Shandwick Indonesia)","authors":"Abdul Malik, Muhammad Adi Pribadi","doi":"10.24912/ki.v2i3.25865","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25865","url":null,"abstract":"This study discusses how the Public Relations Agency plans in crisis management experienced by its clients. Researchers conducted research on one of the largest Public Relations Agency in the world named Weber Shandwick Indonesia. This research is based on the theory taken from Cutlip. Public Relations planning explained by this cutlip starts from defining a problem, planning and programming, taking action, and finally evaluating the problem. The link between cutlip theory and this research is how Weber Shandwick Indonesia handles its clients in crisis management. This study uses a qualitative research methodology. Application of qualitative research methods with a descriptive approach through observation, interviews, and data analysis. The case study method used in this study is an exploratory case study. The purpose of this exploratory case study method is to find an idea and a perceptual idea related to a real incident. The data validity technique used by researchers in this study uses a technique called data checking or re-confirmation carried out by informants regarding data that has been collected by researchers. The results of the research are knowing Public Relations planning at Weber Shandwick Indonesia, especially when corporate clients are experiencing a crisis and related to the theory used in this study. With this research, it can be concluded that how planning is carried out by a Public Relations Agency in crisis management.
 
 Penelitian ini membahas bagaimana perencanaan sebuah Public Relations Agency menangani manajemen krisis yang dialami oleh klien. Peneliti melakukan penelitian terhadap salah satu Public Relations Agency terbesar di dunia yang bernama Weber Shandwick Indonesia. Perencanaan Public Relations yang diterangkan oleh Cutlip ini dimulai dari mendefinisikan suatu masalah, perencanaan dan pemrograman, mengambil tindakan, dan yang terakhir Evaluasi dari masalah tersebut. Kaitannya antara teori cutlip dengan penelitian ini adalah bagaimana Weber Shandwick Indonesia menangani kliennya dalam manajemen krisis. Penelitian ini menggunakan metodologi penelitian kualitatif. Penerapan metode penelitian kualitatif dengan pendekatan deskriptif melalui observasi, wawancara, dan analisis data dokumentasi. Metode studi kasus yang digunakan dalam penelitian ini adalah studi kasus eksploratoris. Tujuan dari metode studi kasus eksploratoris ini adalah untuk mencari sebuah ide dan gagasan sekalian persepsi terkait sebuah kejadian yang nyata. Teknik keabsahan data yang digunakan peneliti dalam penelitian ini menggunakan teknik yang disebut dengan checking data atau konfirmasi ulang yang dilakukan oleh narasumber terkait data yang sudah dikumpulkan oleh peneliti. Hasil penelitian yakni mengetahui perencanaan Public Relations pada Weber Shandwick Indonesia khususnya ketika klien perusahaan sedang mengalami krisis dan dihubungkan dengan teori yang digunakan pada penelitian ini. Dengan penelitian dapat disimpulkan bahwa bagaimana pe","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135783212","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":"Keterbukaan Diri Remaja Kepada Orang Tua dalam Keluarga Broken Home","authors":"Farhany Abdillah, Aprilianti Pratiwi","doi":"10.24912/ki.v2i3.25933","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25933","url":null,"abstract":"Keluarga broken home karena perceraian tidak hanya berdampak pada status keluarga saja, tapi bisa berdampak pada proses komunikasi yang terjalin di keluarga tersebut. Namun bagi beberapa remaja, perceraian orang tua tidak selalu berakibat buruk. Hal tersebut bergantung pada upaya orang tua membangun kebiasaan mengomunikasikan banyak hal bagaimanapun keadaannya. Tujuan dari penelitian ini ialah untuk menganalisis keterbukaan diri remaja dan mengetahui faktor penghambat keterbukaan diri remaja kepada orang tuanya dalam keluarga broken home akibat perceraian. Penelitian ini menggunakan teori self disclosure dengan metode kualitatif deskriptif dan paradigma post-positivis. Teknik pengumpulan data dilakukan dengan wawancara menggunakan purposive sampling dengan kategori remaja awal, tengah, dan akhir. Berdasarkan hasil penelitian, hubungan dan komunikasi antara orang tua dan ketiga remaja hanya berjalan baik dengan salah satu orang tua yang masih tinggal bersama, yaitu Ibu. Remaja awal dan remaja tengah enggan melakukan keterbukaan diri, sementara remaja akhir dapat melakukan self disclosure dengan tepat. Adapun hambatan ketiga remaja dalam melakukan self disclosure juga dilihat dari tipe kepribadian, gender, dan adanya perasaan takut.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"189 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782822","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":"Komunikasi Pemasaran Salmonbyesther Menggunakan Media Sosial sebagai Media Periklanan","authors":"Esther Helen, Farid Rusdi","doi":"10.24912/ki.v2i3.25877","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25877","url":null,"abstract":"Nowadays, many entrepreneurs are changing their business from traditional to digital, which has also led to changes in shopping trends and an increase in the number of online shops, marketplaces, and online shopping. This is due to the support of people who take advantage of technological advances to make shopping easier using the internet. Without the help or use of internet marketing, it will be difficult for sellers to become known and compete in a wide market area. This study aims to understand Salmonbyesther's marketing communications using social media as a promotional tool. The research approach is qualitative with case studies. Data collection uses in-depth interviews and data analysis techniques use descriptive analysis. The results of the study are Salmonbyesther marketing communications, social media Instagram and Whatsapp are used as advertising tools that aim to provide product information, persuade consumers, and will inform consumers that products will be sold, either directly or indirectly. The marketing communication strategy that will be implemented uses the AIDA concept (Attention, Interest, Desire, Action) so that consumers are interested in the product they want to buy.
 
 Saat ini, banyak pengusaha yang mengubah bisnisnya dari tradisional ke digital, yang juga menyebabkan perubahan tren belanja dan peningkatan jumlah toko online, pasar, dan belanja online. Hal ini dikarenakan oleh support orang-orang yang memanfaatkan kemajuan teknologi untuk mengunggulkan belanja memakai internet dengan mudah. Tanpa pertolongan maupun penggunaan pemasaran di internet, akan sulit bagi penjual untuk mereka dikenal dan bersaing di wilayah pasar yang luas. Penelitian ini bertujuan untuk memahami komunikasi pemasaran Salmonbyesther memakai media sosial sebagai alat promosi. Pendekatan penelitian adalah kualitatif dengan studi kasus. Pengumpulan data memakai wawancara mendalam (depth interview) dan teknik analisis data menggunakan analisis deskriptif. Hasil penelitian adalah komunikasi pemasaran Salmonbyesther, media sosial Instagram dan Whatsapp digunakan sebagai sarana periklanan yang bertujuan untuk memberikan informasi produk, membujuk konsumen dan akan memberitau konsumen bahwa produk akan dijual, baik secara langsung maupun tidak langsung. Strategi komunikasi pemasaran yang akan diterapkan menggunakan konsep AIDA (Attention, Interest, Desire, Action) agar konsumen tertarik dengan produk yang ingin dibeli.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782819","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":"Pemberdayaan Komunitas Tunarungu: Studi Kasus Interaksi Simbolik di Sunyi Coffee Alam Sutera","authors":"Djuan Tandy, Muhammad Adi Pribadi","doi":"10.24912/ki.v2i3.25875","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25875","url":null,"abstract":"It cannot be denied, there are not a few human beings who have limitations in carrying out an activity and find it difficult to carry out their daily lives in hearing or hearing impairment. The Deaf community finds it difficult to communicate verbally and to achieve a message, the Deaf community uses symbolic interaction communication that uses a non-verbal message symbol, namely sign language. These boundaries also create or unite the groups that make up a community. The main obstacle experienced by the Deaf community is the difficulty of getting jobs that suit their needs, so Sunyi Coffee at Alam Sutera was established to empower the Deaf community and people with disabilities. The existence of Sunyi Coffee in Alam Sutera is expected to be an example for society and the government to pay more attention to people with disabilities. This research uses a descriptive qualitative method using a case study method. The results of this study are that sign language is a way to convey symbolic interaction communication messages for the Deaf community and Sunyi Coffee will continue to develop to empower people with disabilities more broadly.
 
 
 Tidak dapat dipungkiri, tidak sedikit kehadiran manusia yang memiliki keterbatasan dalam menjalankan suatu aktivitas dan sulit untuk menjalankan kesehariannya dalam mendengar atau Tunarungu. Masyarakat Tunarungu merasa sulit untuk berkomunikasi secara verbal dan untuk tercapainya suatu pesan, masyarakat Tunarungu menggunakan komunikasi interaksi simbolik yang menggunakan suatu simbol pesan non-verbal yaitu bahasa isyarat. Keterbatasan tersebut juga membuat atau menyatukan kumpulan yang menjadikannya komunitas. Kendala utama yang dialami oleh komunitas Tunarungu tersebut merupakan susahnya mendapatkan lapangan pekerjaan yang sesuai dengan kebutuhannya sehingga Sunyi Coffee di Alam Sutera berdiri untuk memberdayakan komunitas Tunarungu dan masyarakat disabilitas. Adanya Sunyi Coffee di Alam Sutera diharapkan menjadi contoh bagi masyarakat dan pemerintah untuk memperhatikan lebih terhadap masyarakat disabilitas. Penelitian ini menggunakan metode kualitatif deskriptif dengan menggunakan metode studi kasus. Hasil pada penelitian ini ialah bahasa isyarat menjadi cara untuk dapat disampaikannya pesan komunikasi interaksi simbolik bagi masyarakat Tunarungu dan Sunyi Coffee akan terus berkembang untuk memberdayakan masyarakat disabilitas lebih luas lagi.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782983","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 Komunikasi Digital Media Sosial sebagai Media Promosi dan New Branding (Studi Kasus Media Sosial Om Moes)","authors":"Zaki Muhamad Dani, Gregorius Genep Sukendro","doi":"10.24912/ki.v2i3.25893","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25893","url":null,"abstract":"
 
 
 Social media is a medium that is used to build a self-representation of a company or individual, social media can be used to do digital marketing or digital marketing. Digital marketing is a marketing activity or promotion of a brand or product, using digital media or the internet. The goal is to attract potential customers broadly, quickly and precisely. This was also carried out by Om Moes' social media to promote the Moestopo Faculty of Communication Sciences to the public. Dr. Moestopo. Previously, the Moestopo Faculty of Communication Sciences had a social media account, but this social media was considered ineffective because the content was monotonous and too formal. This study uses a type of qualitative research that is useful for providing facts and data regarding Om Moes' Digital Social Media Communication Strategy as a Promotional Media and New Branding for the Moestopo Faculty of Communication Sciences. The results of this study are social media Om Moes conducting digital marketing through social media Instagram with content that contains information on the representation of Moestopo Faculty of Communication Sciences students because this is considered appropriate considering the target is young people.
 
 
 
 
 Media sosial merupakan media yang digunakan dalam membangun representasi diri sebuah perusahaan maupun individu, Media sosial dapat digunakan untuk digital marketing atau pemasaran digital. Digital marketing adalah tindakan memasarkan atau mempromosikan brand atau produk melalui media digital atau internet. Tujuannya adalah untuk menarik pelanggan potensial secara luas, cepat dan akurat. Hal ini pula yang dilakukan oleh media sosial Om Moes untuk mempromosikan Fakultas Ilmu Kominunikasi Moestopo kepada masyarakat, Om Moes merupakan akun media sosial yang didirikan dibawah naungan Fakultas Ilmu Kominunikasi Universitas Prof. Dr. Moestopo. Fakultas Ilmu Kominunikasi Moestopo sebelumnya mempunyai akun media sosial, namun media sosial tersebut dianggap tidak efektif karena isi konten yang monoton dan terlalu formal. penelitian ini menggunakan jenis penelitian kualitatif yang berguna untuk memberikan fakta dan data mengenai Strategi Komunikasi Digital Media Sosial Om Moes Sebagai Media Promosi Dan New Branding Fakultas Ilmu Kominunikasi Moestopo. Hasil dari penelitian ini adalah media sosial Om Moes melakukan pemasaran digital melalui media sosial Instagram dengan konten yang berisi informasi representasi mahasiswa Fakultas Ilmu Kominunikasi Moestopo karena hal ini dianggap tepat mengingat target yang merupakan anak muda.
 
 
 
 
 
","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782653","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 Komunikasi Pemasaran Membangun Brand Recognition melalui Konten Media Sosial Instagram Total Fitness (Studi Kasus PT. IN EN OUT Digital Media Creative)","authors":"Gabriela Emanuella Hendra, Muhammad Adi Pribadi","doi":"10.24912/ki.v2i3.25894","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25894","url":null,"abstract":"
 
 
 Technological developments greatly affect aspects of everyone's life. Advances in technology, especially in the field of information gave birth to new concepts in the field of marketing. Effectiveness and efficiency are important in building interactions with consumers. The marketing communication strategy is one of the continuous creative steps taken by a company to achieve the best marketing targets in order to achieve maximum customer satisfaction. One of the social media platforms that is worldwide and dominates the world market is Instagram. Knowledge of communication strategies can be utilized in using Instagram as a digital marketing medium to build a business. Currently, many companies use creative agency services for social media management and content creation. It's the same with Total Fitness which uses the services of PT. IN EN OUT Digital Media Creative for designing strategies, creating content, and managing social media, one of which is Instagram to build brand recognition using marketing communications.
 
 
 
 
 Perkembangan teknologi sangat berpengaruh terhadap aspek kehidupan setiap orang. Kemajuan teknologi khususnya dalam bidang informasi melahirkan konsep baru dalam bidang pemasaran. Efektivitas dan efisiensi menjadi hal yang penting dalam membangun interaksi dengan konsumen. Strategi komunikasi pemasaran merupakan salah satu langkah kreatif yang berkesinambungan yang dilakukan oleh sebuah perusahaan untuk mencapai target pemasaran terbaik dalam rangka mewujudkan kepuasan konsumen secara maksimal. Salah satu platform media sosial yang mendunia dan menguasai pasar dunia adalah Instagram. Pengetahuan akan strategi komunikasi dapat dimanfaatkan dalam menggunakan Instagram sebagai media digital marketing untuk membangun bisnis. Saat ini banyak perusahaan yang menggunakan jasa agensi kreatif untuk pengelolaan media sosial beserta pembuatan konten. Sama halnya dengan Total Fitness yang menggunakan jasa PT. IN EN OUT Digital Media Creative untuk perancangan strategi, pembuatan konten dan pengelolaan media sosial, salah satunya Instagram untuk membangun brand recognition dengan menggunakan komunikasi pemasaran.
 
 
 
 
 
","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782823","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":"Pengaruh Popularitas NCT 127 sebagai Brand Ambassador terhadap Brand Awareness Blibli","authors":"Aurora Ambar Kusuma, Moehammad Gafar Yoedtadi","doi":"10.24912/ki.v2i3.25870","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25870","url":null,"abstract":"E-commerce in Indonesia is currently emerging. People in Indonesia really like shopping at e-commerce or online stores, because it is more economical to buy an item. So to be able to attract e-commerce consumers, Blibli has a strategy to hook K-pop idols to be able to increase their Brand awareness. They partner with the K-pop idol NCT 127 because Blibli's customers are mostly dominated by millennials and also Z who have an interest in the world of K-pop. The purpose of this study was to determine whether there was an influence of the NCT 127 Brand Ambassdor on Blibli's Brand awareness. The theory used in this study is marketing communications, Brand ambassadors, Brand awareness and response stimulus. This study uses a quantitative approach, using a survei method. The population of this study is followers of the Instagram account @wownctzen.id with a sample of 100 respondents who are calculated using the slovin formula. The data analysis technique used is a simple linear regression test, T test, correlation coefficient and coefficient of determination. The results of the research analysis show that the Brand ambassador variable (X) has a significant influence on Brand awareness (Y).
 
 E-commerce di Indonesia saat ini banyak bermunculan. Masyarakat di Indonesia sangat menyukai berbelanja di e-commerce atau toko online, karena lebih efisien untuk membeli suatu barang. Sehingga untuk dapat menarik konsumen e-commerce Blibli mempunyai strategi untuk menggaet idola K-pop untuk dapat meningkatkan brand awareness mereka. Mereka menggandeng idola K-pop NCT 127 karena pelanggan Blibli sebagian besar didominasi oleh generasi milenial dan juga Z yang mempunyai ketertarikan dengan dunia K-pop . Tujuan penelitian ini adalah untuk mengetahui apakah ada pengaruh brand ambassdor NCT 127 terhadap brand awareness Blibli. Teori yang dipakai dalam penelitian ini adalah Komunikasi Pemasaran, Brand Ambassador, Brand awareness, dan Stimulus Respon. Penelitian ini menggunakan pendekatan kuantitatif, dengan menggunakan metode survei Populasi dari penelitian ini adalah pengikut akun Instagram @wownctzen.id dengan sampel 100 responden yang dihitung menggunakan rumus Slovin. Teknik analisis data yang digunakan adalah uji regresi linear sederhana, uji T, koefisien korelasi dan koefisien determinasi. Hasil analisis penelitian menunjukkan bahwa variabel Brand ambassador (X) memiliki pengaruh yang signifikan terhadap Brand Awareness (Y).","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"117 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782654","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":"Pandangan Followers terhadap Personal Branding Denny Sumargo di Instagram","authors":"Clinton Nadeak, Muhammad Adi Pribadi","doi":"10.24912/ki.v2i3.25873","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25873","url":null,"abstract":"Personal branding is the formation of self-image or identity in the audience consciously or unconsciously. Personal branding has one goal in career development. In building personal branding, the right strategy is needed in building it so that it has a strong personal branding. Denny Sumargo is a public figure who is known by the public because of his personal branding. Therefore this research is a qualitative research that aims to describe Denny Sumargo's personal branding strategy on Instagram. Through data collection techniques in the form of interviews, descriptions, and documentation of this research, it concludes that Denny Sumargo continues to display his true characteristics as a funny person through content by including a unique form of communication on his Instagram, so that followers recognize Denny Sumargo as a funny person.
 
 
 Personal branding merupakan pembentukan citra diri atau identitas pada audiens secara sadar atau tidak sadar. Personal branding memiliki tujuan untuk salah satunya dalam pengembangan karir. Dalam membangun personal branding dibutuhkan strategi yang tepat dalam membangun agar mempunyai personal branding yang kuat. Denny Sumargo adalah seorang public figure yang telah dikenal oleh masyarakat karena personal branding yang dimilikinya. Oleh karena itu Penelitian ini adalah penelitian kualitatif yang bertujuan untuk melakukan mendeskripsikan strategi personal branding Denny Sumargo di Instagram. Melalui teknik pengumpulan data berupa wawancara, deskripsi, dan dokumentasi penelitian ini menperoleh kesimpulan Denny Sumargo terus menampilkan karakteristiknya yang sesungguhnya sebagai orang yang lucu lewat konten dengan memasukan bentuk komunikasi yang unik di Instagramnya, sehingga followers mengenali Denny Sumargo sebagai orang yang lucu.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782661","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":"Komunikasi Pemasaran Media Sosial Instagram @carameleatery","authors":"Anandia Ekklesia Gabriella, Farid Farid","doi":"10.24912/ki.v2i3.25868","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25868","url":null,"abstract":"This culinary cafe business is getting crowded thanks to Instagram trends. The concept of \"Instagramable\", which attracts buyers and sellers through various forms of advertisements through content marketing, has become a new trend in major cities in recent years. Caramel Eatery's marketing communications strategy is to create marketing content through Instagram, which is then used as a messaging medium and marketing. The purpose of this study is to determine the marketing communication strategy of Caramel Eatery on Instagram social media. This study adopts qualitative description method and uses IMC (Integrated Marketing Communication) theory. This study shows that Caramel Eatery's marketing communications strategy uses Instagram social media because it is cheap, easy, and has a wide reach in marketing.
 
 Pemasaran konten dapat melibatkan konsumen dengan menciptakan interaksi di antara pelanggan. Maraknya industri kedai kopi telah menciptakan pasar baru bagi para pengusaha di bidang kuliner dan khususnya peluang yang sangat besar bagi masyarakat. Berkat tren Instagram, bisnis kuliner di kedai kopi ini semakin ramai. Berbagai bentuk konsep “Instagramable” yang menarik pembeli dan penjual melalui content marketing menjadi tren baru di kota-kota besar dalam beberapa tahun terakhir. Strategi komunikasi pemasaran yang dilakukan oleh Caramel Eatery adalah membuat konten pemasaran melalui Instagram yang kemudian digunakan sebagai media pesan dan sarana pemasaran. Tujuannya adalah untuk mengerti strategi komunikasi pemasaran Caramel Eatery melalui Instagram. Penelitian ini menggunakan metode deskripsi kualitatif dan menggunakan teori IMC (Integrated Marketing Communication). Hasil penelitian Caramel Eatery belum berhasil menggunakan komunikasi pemasaran terpadu, karena Caramel Eatery belum memasan iklan di media massa, hanya dengan melakukan promosi di media sosial Instagram.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782665","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}