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Beautiful woman standards cannot be separated from the media construction of the meaning of beauty. The media displays the standard of beauty that is consumed every day by the people of Indonesia through content and also advertising. An advertisement cannot be separated from a visual character that is built in such a way that it can be an inspiration or can represent the product or service advertised, not only that the visual character in the ad also shows other aspects such as social values and norms, images and lifestyle. This aspects standard certainly affects the views of Indonesian women on beauty. Nivea realizes that every woman is beautiful and has their own potential, so Nivea creates an Nivea extra care for extra women ad. This study aims to determine the myth of extra female beauty from the Nivea Extra Care for Extra Women ad. His research methods are qualitative, Roland Barthes's semiotics and Oswald's semiotic marketing, related to beauty myths. The object is the Nivea Extra Care for Extra Women ad on Youtube., Beautiful woman standards cannot be separated from the media construction of the meaning of beauty. The media displays the standard of beauty that is consumed every day by the people of Indonesia through content and also advertising. An advertisement cannot be separated from a visual character that is built in such a way that it can be an inspiration or can represent the product or service advertised, not only that the visual character in the ad also shows other aspects such as social values and norms, images and lifestyle. This aspects standard certainly affects the views of Indonesian women on beauty. Nivea realizes that every woman is beautiful and has their own potential, so Nivea creates an Nivea extra care for extra women ad. This study aims to determine the myth of extra female beauty from the Nivea Extra Care for Extra Women ad. His research methods are qualitative, Roland Barthes's semiotics and Oswald's semiotic marketing, related to beauty myths. The object is the Nivea Extra Care for Extra Women ad on Youtube. Keywords: Beauty Mthy, Semiotic Marketing, Barthes, Advertisement Abstrak Standar wanita cantik tidak lepas dari konstruksi media tentang makna kecantikan. Media menampilkan standar kecantikan yang dikonsumsi setiap hari oleh masyarakat Indonesia melalui konten dan juga iklan. Iklan tidak lepas dari karakter visual yang dibangun sedemikian rupa sehingga dapat menjadi inspirasi atau dapat merepresentasikan produk atau jasa yang diiklankan, selain itu karakter visual pada iklan tersebut juga menunjukkan aspek lain seperti nilai dan norma sosial, gambar dan gaya hidup. Hal-hal ini tentunya mempengaruhi pandangan wanita Indonesia tentang kecantikan. Nivea menyadari bahwa setiap wanita itu cantik dan memiliki potensi masing-masing, sehingga Nivea membuat iklan Nivea extra care untuk wanita ekstra. Penelitian ini bertujuan untuk mengetahui mitos kecantikan wanita ekstra dari iklan Nivea Extra Care for Extra Women. Metode penelitiannya kualitatif, semiotika Roland Barthes dan pemasaran semiotik Oswald, terkait mitos kecantikan. Objeknya adalah iklan Nivea Extra Care for Extra Women di Youtube. Kata kunci: Mitos Kecantikan, Pemasaran Semiotik, Barthes, Iklan

The tourism industry is one of the largest industries in the world, including Indonesia. So it is said that this industry has a considerable influence, so that it can be ascertained that this is an opportunity for a business. The large number of existing social media makes marketers have to see an appropriate and broad target. Based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to attract consumers. PT. Bagus Trans Wisata has used new media as a channel in promoting its travel products. One of the new media used, namely Facebook, the use of this new media is one proof of the success of a well-known company name throughout Indonesia. New media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. This paper aims to examine marketing strategies through social media at PT. Bagus Trans Wisata. This research uses descriptive research with a qualitative approach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata Tour & Travel Jakarta. Keywords: online, marketing, tourism, travel

This study aims to analyze the metamorphosis of Giring Nidji from Music Stage to Politics Stage. Political dynamics in Indonesia are an attraction for all groups and levels of society, including musicians. This research begins by looking at the phenomenon of artists who have entered the world of politics, in this case Giring Ganesha, the vocalist of the band Nidji. He decided to leave the world of music that had raised his name to advance in the 2019 Legislative Candidate Election. After 15 years of working in the music world with his band Nidji, Giring Ganesha finally decided to resign and chose to enter politics. This study used the Symbolic Interaction Theory of George Herbert Mead and Herbert Blumer. This type of research is qualitative with a constructivist paradigm using a case study research method. The data collection techniques used interviews and observations. Four informants were selected as the main data and Giring himself was the key informant in this study. The results of this study indicate that in the metamorphosis process of Giring Ganesha from a musician to a politician, he has gone through several long stages such as preparation stage, play stage, game stage, generalizing stage, and becoming a legislative candidate. Eventually, he has formed his current self-concept and thoughts as a politician.

An effort to educate the people of a nation is a glorious educational goal, where intelligence is not only intellectually but a deeper meaning of intelligence itself. COVID-19 period is a genuinely uplifting meaning of the education itself. RuangGuru, an education-based application, provides solutions for Indonesians with free online schools. The researchers would like to see the shifting of meaning for a community who has used this application during COVID-19. The theory of Social Actions Media Studies was used to see the change in meaning. We also used the reception analysis method by Stuart Hall to classify the interviews' results into three categories, pro, contra, or neutral. The results indicate a shift in meaning due to the interpretation process by RuangGuru community, which is also influenced by local culture, on transition and future education is perceived.

In addition to COVID-19, stunting is another threat facing Indonesia. Although not as deadly as COVID-19, stunting requires immediate responses; otherwise it will burden our development agenda. Substantial evidences from application of Theory of Planned Behavior (TPB) accumulate significant relationship of health intentions to individuals’ behavior. Further extension of TPB that include other variables confirm the role of knowledge and risk perception in predicting health intentions and behavior. Similarly involve risk factors within public health area, risk communication of COVID-19 seems outperforms that of stunting. Using TPB’s perspective, this review of literature aims to analyze health promotion impacts of these health threats. Result indicates differences in risk communication strategy for COVID – indicated by emerging amateur health promoters – as to stunting. There is a need for intensive collaboration of Psychology and Communication studies in exploring communication strategies to help building health intentions toward performing risk-mitigating behaviors beyond COVID-19 and stunting alone.

This article will understand the role of the village’s head during the COVID-19 pandemic in Sampang regency in 2020. This article utilizes status and role theory by Linton to elaborate role, role facilities, and role-set the village head status as an analytical tool. Then the patron-client theory by Scott is used to understand the village head’s position as the “father” of the villagers. This article uses a qualitative approach and takes a case study of ten villages in Sampang Regency, East Java Province. The data collection technique was carried out through in-depth interviews with ten village heads and secondary data from the internet, namely the Sampang local government’s official website and local news online media. This article discovers that the role of village heads during a pandemic includes: the role of shaping public opinion to be aware of the COVID-19 virus, the role of consolidation through volunteers and information centers (Call Center), and the role of facilitators in the COVID-19 social assistance program. Besides, this article finds that the patron-client relationship between the village head and residents is still strong enough that the village head as the formal leader as well as the informal leader as the village protector during the pandemic.

This research was motivated by the disappointment of the North Sulawesi Provincial Government, and its people because none of the tourism destinations in the area was included in the list. Phenomenally, North Sulawesi Province in 2018 was named as the Province with best tourism performance in Indonesia, and in middle of 2019, the Likupang Tourism Special Economic Zone in North Sulawesi was designated as one of the five Super Priority Tourism Destinations. This study used the constructivist paradigm with qualitative research methodology aimed to analyse the success of a local government in tourism branding. The theoretical framework of Nation Brand Hexagon was adopted to the provincial level, i.e., the hexagon of competitive identity was used as the parameter to evaluate the outcomes of Branding North Sulawesi Tourism. The core finding of this study was the intertwining of three factors to support the success of North Sulawesi tourism branding, namely: lobbying to the central government, multi-stakeholder involvement management, and integrated marketing communication. This study aimed to understand the importance of Government Marketing for branding North Sulawesi Tourism through the Hexagon of Competitive Identity, namely: governance, investment and immigration, tourism, exports, culture and heritage, and people. From these findings, it can be concluded that the North Sulawesi Provincial Government has performed optimally and simultaneously the hexagon of competitive identity needed in branding its tourism destination, in doing its roles as a lobbyist, as a marketer, and as Catalyst of North Sulawesi Tourism Branding.

Online journal systems literacy and Google Scholar among Tarakanita College (STARKI) is carried out to bridge the process of transformation from print journals to online journals. Therefore, careful preparation needs to be done both in terms of resources and technical aspects, including lecturers as sources of manuscripts must understand how to work online, as well as the technical ability to manage journals online. The intended participants of this training activity were 34 lecturers and education staff consisting of administrators of the Jurnal Administrasi dan Kesekretarisan and the Jurnal Ilmu Komunikasi and Bisnis, as well as permanent and non-permanent lecturers of STARKI. It is hoped that through mentoring to the STARKI team is the ability to work scientifically independently armed with an understanding of the mechanism of SINTA, ARJUNA, and Google Scholar (GS) and STARKI journals can obtain optimal accreditation. Furthermore, the STARKI journal can be a contribution to education in particular, for the wider community to enjoy the knowledge that can be justified.Keywords: Google Scholar; Literacy; Online Journal System; STARKI. Abstrak Literasi sistem jurnal berbasis daring dan Google Cendekia di Kalangan Akademisi Sekolah Tinggi Tarakanita (STARKI) dilakukan dengan tujuan sebagai menjembatani proses transformasi dari jurnal cetak menuju jurnal daring. Oleh karena itu, perlu persiapan matang baik dari sisi sumber daya maupun dari sisi teknis antara lain para dosen sebagai sumber produsen naskah harus memahami cara kerja daring, juga kemampuan teknis mengelola jurnal secara daring. Peserta yang dituju dari kegiatan pelatihan ini adalah 34 orang dosen dan tenaga kependidikan yang terdiri dari pengelola Jurnal Administrasi dan Kesekretarisan serta Jurnal Ilmu Komunikasi dan Bisnis, serta dosen tetap maupun tidak tetap STARKI. Diharapkan melalui pembimbingan kepada tim STARKI adalah kemampuan untuk bekerja ilmiah secara mandiri berbekal pemahaman mekanisme SINTA, ARJUNA, dan Google Scholar (GS) dan jurnal STARKI dapat memperoleh akreditasi optimal. Selanjutnya, jurnal STARKI dapat menjadi salah satu sumbangan bagi pendidikan khususnya, bagi masyarakat luas dapat menikmati pengetahuan yang dapat dipertanggungjawabkan kebenarannya.Kata Kunci: Google Cendekia; Jurnal Berbasis Daring; Literasi; STARKI.

Community Service Activities (PKM) have become part of the Tridarma of Higher Education. The Cikoleang Region, Pabuaran Village, West Java, there are houses of worship of different religions and live side by side, but the surrounding communities are still closed and unknown to others. This PKM activity provides insight into how the basic concept of a tourist village, promotion optimization of a tourist village using technology, and making food and drinks welcome and in the future is predicted to be a religious tourism village. The results of this activity are expected to be developed and implemented by local residents, in order to develop their abilities and improve the surrounding economy.Keywords: Tourism Village; Human Resources; Promotion; Religious Tourism Destination

Pemanfaatan teknologi dan komunikasi berbasis daring tengah menjadi sorotan publik, mengingat semakin meningkatnya jumlah pengguna internet di dunia. Penelitian ini bertujuan untuk menganalisis strategi pembelajaran hidup sehat dengan tema pencegahan COVID-19 yang diadakan oleh Kemenparekraf melalui media daring dengan bingkaian informasi sesuai kepentingan institusi yang berbeda-beda. Studi yang dikonduksi akan menggunakan Teori Precede Proceed dari Green Lawrence dan metode analisis framing Entman untuk memperlihatkan perencanaan penyajian informasi melalui Tirto,id, Agi.or.id, dan Jakpusnews.pikiran-rakyat.com yang diharapkan mampu memberikan persuasi kepada masyarakat khususnya orang tua kepada anak. Hal menarik yang tampak dalam data penelitian ini adalah ketiganya tetap mampu memberikan informasi mendukung tujuan Kementerian Pariwisata dan Ekonomi Kreatif mengenai apresiasinya terhadap permainan daring bagi anak masa kini dan upaya dalam sosialisasi pentingnya kebersihan untuk menjaga kesehatan tubuh dengan taat protokol kesehatan yang berlaku. Penelitian ini memberikan rekomendasi kepada komunikator media digital agar media daring dapat terus mengedepankan kegiatan edukatif seperti acara Gelora 2020 serta informasi mengenai pengenalan virus COVID-19 dan pencegahannya, serta kepada penulis karya ilmiah selanjutnya agar dapat mengembangkan penelitian terutama pada media daring yang terus mengedepankan kegiatan edukatif serta informasi mengenai pengenalan virus COVID-19 dan pencegahannya seperti beberapa permainan daring yang dibawakan dalam tiga portal berita diatas.

Djarum 76 merupakan salah satu brand rokok ternama di Indonesia dan selalu aktif menggunakan iklan sebagai sarana promosi produk kepada khalayak. Konten iklan yang sering digunakan oleh Djarum 76 adalah sosok Jin lampu yang bernama “Om Jin” yang berciri khas menggunakan pakaian adat Jawa. Peneliti dalam hal ini bertujuan untuk mengetahui komodifikasi dalam sosok pria Jawa dalam keluarga Jawa yang terdapat dalam sosok “Om Jin” dalam iklan Djarum 76 versi “Om Jin Buat Zaskia Gotik Jatuh Cinta - Kilau Raya MNCTV 25”. Penelitian ini akan melihat bagaimana konstruksi makna yang terjadi dengan menggunakan metode analisis Semiotika Roland Barthes dan Teori Dimensi Kultural Prof. Geert Hofstede. Penelitian ini juga menggunakan paradigma komunikasi lintas kultural yaitu dialektika di mana ada integrasi antara paradigma interpretif dan kritis dengan pendekatan kualitatif bersifat deskriptif. Hasil penelitian ini menunjukkan adanya komodifikasi budaya di mana karakter pria Jawa dalam iklan mengalami pergeseran makna. Kata Kunci: Iklan, budaya, semiotika, pria Jawa, komodifikasi

Pandemi Covid-19 tengah melanda seluruh dunia, tidak terkecuali Indonesia. Adanya peraturan pembatasan sosial oleh pemerintah memaksa masyarakat untuk tetap di rumah dan mengurangi kegiatan diluar rumah, sehingga segala kegiatan dilakukan secara daring, termasuk dalam hal berbelanja. Salah satu dampak dari pandemi Covid-19 adalah timbulnya perilaku pembelian secara impulsif. Hal ini terjadi pada pembelian produk kesehatan, dimana konsumen secara tiba-tiba membeli produk kesehatan dengan alasan produk kesehatan bisa melindungi diri dari virus dan mengurangi rasa cemas. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital oleh berbagai marketplace dan dampaknya terhadap pembelian impulsif oleh konsumen di masa pandemi saat ini. Analisis data melibatkan 119 sampel dengan menggunakan paradigma positivisme, pendekatan kuantitatif, metode survei, dan instrumen pengumpulan data berupa kuisioner. Implikasi dari penelitian ini menunjukkan bahwa optimalisasi strategi pemasaran digital berpengaruh signifikan positif terhadap pembelian impulsif oleh konsumen marketplace.

Garbage is often an environmental problem, especially in Indonesia, which produces more than 100 tons of waste that is difficult to decompose. This fact creates a separate concern for the government both at home and abroad, especially in the maintenance of the environment and forestry. After socializing the minimization of plastic bags, other problems arise such as reduced employment opportunities due to lower levels of plastic bag consumption. This research reveals several viewpoints of domestic and foreign media that show the disadvantages of plastic factories since the government decree on reducing the use of plastic bags, and with media comparative research methods that will show the objectives of each media through news packaging with analysis of the language used.

Identity of Republika.co.id is also known by public has a very closed relationship with Indonesian Muslim communities and tend to follow the voice of Muslim people. So, how Republika publish its news related with corruption issues, if the issues related with a Muslim prominence people? Especially issued the news articles about Indonesian Supreme Court of Justice decided to revoke the law prohibiting excorruptor to register themselves as a candidate for legislative members. Some of the excorruptors come from Islamic political parties in Indonesia who want to come back as legislators. The decision made such pros-cons among Indonesian people represented on Indonesia medias. In this research, the authors use Critical Discourse Analysis of Sara Mills method to know how the Republika – as an Islamic oriented media -- publishes a corruption issue. The result of this research, Republika supported the Indonesian Supreme Court of Justice‟s decision by a number of reasons. Keywords: Identity, Islamic media, Republika.co.id, Supreme Court of Justice, Sara Mills

This research discusses about frame of online newspaper that convey the slogan of Tong Ngin Fan Ngin Jit Jong. The slogan itself reflects the equality slogan for both Malay and Chinese ethnics in Bangka Belitung Islands Province. The deliverance of this issue departs from the framing differences of the "Tong Ngin Fan Ngin Jit Jong" slogan by several online newspapers. This study aimed to investigate the framing of issues raised in three perspectives by online newspapers, such as m.radarbangka.co.id, bangka.tribunnews.com, and mediaindonesia.com. This research utilises the framing method by Fairhurst and Sarr. The research discovers framing similarities and differences of those three online newspaper. This research also discovers media perspective that leans towards a political figure mentioned in the news content., This article discussed online newspapers, that presented news about tong ngin fan ngin jit jong slogan. It refers to Chinese Descent and Indonesia Malays are equal or same. The researcher chose this issue because there are several online newspapers, that discussed this slogan in different framing. This study aimed to investigate the framing of issues raised inthree online newspapers, such as m.radarbangka.co.id, bangka.tribunnews.com, and mediaindonesia.com. The method in this study used an framing analysis model from Fairhurst and Sarr. The results of this study showed that there are similarities and differences framing that occur among the three newspapers. Then, those three online media are considered to have pro statements with different politician Keywords: tong ngin fan ngin jit jong, framing Fairhurt dan Sarr, media alignments. Abstrak Media massa daring yang dibahas dalam artikel ini, memiliki keberpihakan terhadap isi berita yang disajikan kepada para pembaca. Dalam artikel ini membahas media yang menyajikan isi berita tentang semboyan Tong Ngin Fan Ngin Jit Jong, yakni: Etnis Tionghoa dan Melayu setara atau sama. Alasan pemilihan isu ini karena semboyan Tong Ngin Fan Ngin Jit Jong harus terus dijaga oleh masyarakat Bangka, dan ada beberapa surat kabar daring yang membahas semboyan tersebut dengan framing yang berbeda. Penelitian ini bertujuan untuk mengetahui framing mengenai issue yang diangkat oleh tiga surat kabar daring, yaitu: m.radarbangka.co.id, bangka.tribunnews.com, dan mediaindonesia.com. Metode yang digunakan dalam penelitian ini adalah dengan menggunakan model framing dari Fairhurst dan Sarr. Hasil penelitian ini adalah bahwa adanya persamaan dan ketidaksamaan framing yang terjadi antara ketiga surat kabar tersebut, serta adanya sikap keberpihakan media yang lebih pro terhadap tokoh politik yang ada dalam isi berita. Kata Kunci: Tong Ngin Fan Ngin Jit Jong, framing Fairhurt dan Sarr, keberpihakan media

Corruption is the most latent crime, because it is pattern tends to be collective and is massive. Now the complexity and level has reached a worrying stage, so it needs the attention of various parties to deal with it. In addition to the Corruption Eradication Commission (KPK), of course the participation of interdisciplinary academician needs to contribute quality thinking to provide solutions to one of the major problems in Indonesia. Therefore, the KPK took the initiative to organize the dissemination of selected research results in the Jurnal Integritas in a scientific seminar while supporting the implementation of The 3rd Anti-Corruption Summit or abbreviated as ACS 2018 in Makassar. This is intended as a strategic step in consolidating the anti-corruption movement based on academician. Keywords: Academician, ACS 2018, Corruption Eradication, Jurnal Integritas

The digital payment system had increased rapidly, especially when Corona Virus Disease (COVID-19) entered Indonesia. Increasing technological advances have shifted people's preference towards cashless transaction activities. These days, money is known to have spread viruses such as COVID-19. In order to support the National Economic Recovery program, Bank Indonesia (BI) developed Contactless QRIS, which allows users to make contactless payments with merchants during the COVID-19 pandemic. BI positions its products in the eyes of consumers by using the internet and YouTube social media as a platform that plays a vital role in framing society's paradigm towards a reality, thus influencing people's attitudes. The research problem is aimed to know and analyze the content analysis of advertising "Using Contactless QRIS Practically" on the BI YouTube channel. This study aimed to analyze the content of BI advertising entitled "Using Contactless QRIS Practically." Researchers used Means-End Chain (MEC) Theory. This study used descriptive qualitative research with the content analysis method. The research has shown that based on content analysis, this advertising was persuasive and educative.

A BSTRAK Kebijakan affirmative action 30% kuota perempuan, merupakan langkah strategis mengatasi diskriminasi dan ketidaksetaraan bagi perempuan untuk berpartisipasi dalam dunia politik. Namun demikian perempuan masih menghadapi kendala dominasi kekuasaan laki-laki sebagai pimpinan di struktur Fraksi, yang ber peran menentukan siapa yang dapat menduduki jabatan strategis di Fraksi dan DPR. Penelitian yang dilakukan menggunakan pendekatan kualitatif untuk memahami gambaran persepsi kesetaraan jender terhadap perempuan Anggota DPR pada jabatan strategis di DPR. Responden penelitian dipilih dengan teknik maximum variation sampling, yaitu laki-laki anggota DPR dari tiga Fraksi yang mewakili tiga ideologi Utama Partai Politik di Indonesia. Data dianalisa dengan metode analisa induktif dan menunjukkan hasil bahwa laki-laki anggota DPR sudah memiliki persepsi kesetaraan jender yang menjadi prediktor atau landasan untuk memberikan kesetaraan kesempatan bagi perempuan guna meraih jabatan strategis atau pimpinan di DPR, namun hal tersebut disertai dengan beberapa kriteria persyaratan internal dan eksternal diri perempuan yang harus dipenuhi hanya oleh perempuan Anggota DPR. Pernyataan kriteria persyaratan tersebut berdasarkan pada konstruksi pemikiran laki-laki Anggota DPR yang masih berperan dominan di DPR tentang stereotip jender kemampuan kinerja perempuan dan laki-laki dalam dunia politik yang dipengaruhi orientasi nilai budaya patriarki. Kata kunci: P ersepsi kesetaraan jender, stereotip jender, P erempuan Anggota DPR

The Garnier green beauty campaign conveys a message to the public through advertising media. The message is conveyed to the public regarding environmental activities that have a sustainable meaning. The green beauty campaign through advertising media shows Garnier's environmental friendly actions. Cause consumer behavior that turns into a form of responsible attitude. The purpose of this study was to determine the meaning of the sustainability of the green beauty campaign through Garnier's cosmetic advertising media. Researchers used a qualitative approach with Ferdinand de Saussure's semiotic analysis method which was signifier and signified. Methods of data collection with the method of documentation. The object of research was through the green beauty campaign advertisement and the subject of Garnier. The one-minute green beauty campaign ad is divided into seven scenes. The results of this study found the meaning of sustainability, by taking real action to become green beauty. Being green beauty is explained through verbal and non-verbal signs. Marked by each scene of the Garnier green beauty campaign advertisement, the meaning of sustainability is found. The real action starts from the production process to processing Garnier cosmetic waste. Kampanye Garnier green beauty menyampaikan pesan kepada masyarakat melalui media iklan. Pesan yang disampaikan kepada khalayak mengenai kegiatan peduli lingkungan yang memiliki makna berkesinambungan. Kampanye green beauty melalui media iklan menunjukan aksi nyata Garnier yang ramah lingkungan. Menyebabkan perilaku konsumen yang berubah menjadi wujud sikap yang bertanggung jawab. Tujuan penelitian ini untuk mengetahui makna kesinambungan dari kampanye green beauty melalui media iklan kosmetik Garnier. Peneliti menggunakan pendekatan kualitatif dengan metode analisis semiotika Ferdinand de Saussure secara signifier dan signified . Metode pengumpulan data dengan metode dokumentasi. Objek penelitian melalui iklan kampanye green beauty dan subjek Garnier. Iklan kampanye green beauty yang berdurasi satu menit dibagi menjadi tujuh scene. Hasil Penelitian ini menemukan makna kesinambungan, dengan melakukan aksi nyata menjadi green beauty . Menjadi green beauty dijelaskan melalui tanda secara verbal dan non verbal . Ditandai melalui setiap scene iklan kampanye Garnier green beauty memiliki makna kesinambungan yang ditemukan. Aksi nyata dimulai dari proses produksi sampai pengolahan limbah kosmetik Garnier.

Social media is used as a medium for promotion and marketing to drive consumers to buy. SumoBoo! is a trademark of Indonesia to adopt the Japanese culture and the Japanese dessert outlets that optimize the use of social media. Posting photos SumoBoo dessert! through social media a little more able to provide added value and influence of brand equity like an advertisement. Utilization of social media here also make customers as a promotional agent of SumoBoo! either consciously or unconsciously. The purpose of this study was to determine the effect of SumoBoo! dessert photo exposure through social media Instagram to the SumoBoo! customer's brand equity, and is expected to prove that social media can be one effective media campaign in accordance with the development of today's digital economy. The approach used in this study is a quantitative survey methods. Linear regression model was used to measure media exposure of the brand equity. The theory used in this research is the theory of cultivation by George Gerbner. From the research it can be seen that the influence of exposure of Instagram as social media to brand equity is positive and significant. Media exposure accounted for 21.1% of the equity of the brand, while the rest is influenced by other variables of marketing communication concepts that have not been studied. Media sosial dimanfaatkan sebagai sarana promosi dan pemasaran untuk meningkatkan minat beli konsumen. SumoBoo! adalah merek dagang Indonesia yang mengadopsi budaya Jepang dan merupakan gerai Japanese Dessert yang mengoptimalkan penggunaan media sosial. Postingan foto dessert SumoBoo! melalui media sosial sedikit banyak mampu memberikan nilai tambah dan mempengaruhi ekuitas merek layaknya sebuah iklan. Pemanfaatan media sosial disini juga menjadikan pelanggan sebagai salah satu agen promosi dari SumoBoo! baik secara disadari maupun tidak. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara terpaan foto dessert SumoBoo! melalui media sosial Instagram terhadap ekuitas merek pelanggan SumoBoo!, dan diharapkan mampu membuktikan bahwa media sosial dapat menjadi salah satu media promosi yang efektif sesuai dengan perkembangan ekonomi digital saat ini. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survei. Model regresi linier digunakan untuk mengukur terpaan media terhadap ekuitas merek. Teori yang digunakan dalam penelitian ini adalah Teori Kultivasi oleh George Gerbner. Dari hasil penelitian dapat diketahui bahwa pengaruh antara terpaan dari Instagram sebagai media sosial terhadap ekuitas merek adalah positif dan signifikan. Terpaan media memberikan kontribusi sebesar 21,1% terhadap ekuitas merek, sedangkan sisanya dipengaruhi oleh variabel lain dari konsep komunikasi pemasaran yang belum diteliti.

Setiap tahun semakin banyak mahasiswa Indonesia yang memilih untuk melanjutkan pendidikan di luar negeri. Penyebaran mahasiswa Indonesia terjadi hampir di seluruh benua seperti Asia, Amerika, Eropa, dan Australia. Diaspora Indonesia merupakan julukan bagi warga Indonesia yang berada di luar negeri. Penelitian ini bertujuan untuk melihat konstruksi dimensi kultural Hofstede menurut prespektif mahasiswa Indonesia yang melanjutkan studi di Benua Australia. Pengalaman terpenting ketika mahasiswa Indonesia di luar negeri sebagai representatif bangsa atau disebut dengan istilah “diaspora” memasuki wilayah baru, sehingga menjadi tantangan untuk menjaga identitas bangsa dalam berinteraksi dengan kultur baru. Penelitian ini menggunakan metode fenomenologi berdasarkan pengalaman mahasiswa Indonesia selama berkomunikasi dengan sistem di Benua Australia, kemudian menggunakan paradigma dialektis yang merupakan kombinasi kognitif dan intrepretif di elaborasi dengan teori Dimensi Kultural prespektif Hostede. Hasil dari penelitian ini menunjukan bahwa sebagai mahasiswa diaspora di Australia dapat mempertahankan dan merefleksikan identitas bangsa dengan baik. Mahasiswa Indonesia juga terus meningkatkan kapasitas diri untuk dapat diterapkan saat mereka kembali di Indonesia guna modal kapasitas untuk membangun bangsa setelah kembali dari studinya di Benua Australia. Rekomendasi penelitian ini mendorong diaspora Indonesia untuk selalu mampu menjaga identitas bangsa dengan baik dan belajar mengenai budaya yang baik dan secara akademik komunikasi lintas budaya bisa menjadi jembatan untuk adaptasi mahasiswa Indonesia selama berada di benua Australia.

Fundraising through digital technology, also known as crowdfunding is an easier, faster and more accurate alternative to donating for modern society. People who use mobile technology are able to always be connected to the internet to carry out various online activities from anywhere, including for fundraising activities. Apart from helping fellow human beings, donating activities can also be carried out as a form of program or activity to care for the environment and to improve the quality of air, land and water. One of them is a crowdfunding activity which is a form of concern from Grab Indonesia to improve air quality by inviting the public and users of Grab services to reduce their carbon footprint through the Carbon Offsetting campaign facilitated by WRI Indonesia and BenihBaik.com. One of the communication media used is the video advertisement “Kurangi Jejak Karbon #LangkahHijau Dengan Menanam Pohon - BenihBaik.com x Grab Indonesia x WRI” on YouTube social media. This article is compiled with a constructivist paradigm with the aim of carrying out a systematic analysis of the meaning contained in video advertisements through the Visual Analysis method by Gillian Rose supported by ten advertising analysis instruments and is based on Erwin Panofsky's Iconography theory. The results of this study indicate that there is a sense of awakening that people's daily lives have the power to destroy the Earth and the environment, but at the same time there are efforts to heal the Earth back into beauty. Key words: awakening, carbon footprint, crowdfunding, hashtag langkah hijau, visual analysis

Tujuan dari penelitian ini mengajukan model untuk menguji pengaruh positif yang signifikan antara variabel-variabel persepsi merek mewah, pengaruh sosial dan sifat pamer terhadap niat beli yang dimoderasi oleh kebutuhan akan keunikan pada kelompok Harley Owners Group di Jakarta yang merupakan pengguna merek mewah motor merek Harley Davidson. Peneliti menggunakan skala Likert 5 poin dalam pengukuran variabel-variabel. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner dengan teknik Simpel Random Sampling, sedangkan subyek penelitian sebanyak 222 responden sebagai pengguna dan pemilik motor merek Harley Davidson yang tergabung dalam komunitas Harley Owners Group Anak Elang dan Harley Owners Group Nusantara yang berada di Jakarta. Untuk pengujian hipotesis antar variabel, data diolah menggunakan SmartPLS versi 3.0. Hasil dari Path Coefficients secara berurut, persepsi merek mewah berpengaruh positif dan signifikan terhadap niat beli, sedangkan pengaruh sosial dan sifar pamer tidak berpengaruh positif dan signifikan terhadap niat beli, sedangkan kebutuhan akan keunikan sebagai variabel moderasi terhadap variabel-variabel bebas tidak berpengaruh secara signifikan terhadap niat beli. Indikasi R² dari hasil olah data bahwa kemampuan variabel persepsi merek mewah, pengaruh sosial, sifat pamer dan kebutuhan akan keunikan dalam menjelaskan variabel niat beli (Y) sebesar 69,6% (kuat) dan sebesar 30,4% dijelaskan oleh faktor lain di luar dari penelitian ini.

The COVID-19 pandemic which took place in Indonesia in 2020 was an adverse event for various sectors in the country. This case attracted a high level of public attention. Various companies engaged in carrying out corporate social responsibility activities in helping areas affected by COVID-19, one of which was PT. Sido Muncul. CSR activities help companies to get a positive image and maintain customer loyalty through publicity on the online news portal. The purpose of this research is to describe the contents of the news on the online news portal about corporate social responsibility carried out by PT. Sido Muncul during the COVID-19 pandemic. The results of this paper, will describe in detail the types of news issued to report on CSR carried out by it. the researcher choose to analyze with content analysis method by Wimmer and Dominick, this method including; describe the contents of communication, to know about the characteristics of the message, and to supports the study of the effects of mass media. In gathering information and data, the study used qualitative approach with content analysis methods for 8 news items released by various online news portals during the COVID-19 pandemic, starting from March 2, 2020

This study aims to look at the impact of corporate social responsibility (CSR) activities, on the company's reputation and on customer loyalty mediated by brand image. The research problem proposed refers to previous research and the existence of a research gap from previous research. Five hypotheses have been formulated and a model has been developed to answer this research problem. The sampling technique is the Convenience sampling quota method. Respondents from this study amounted to 187 respondents, where the respondents were partners of CV PDHR as craftsmen or producers of sumedang tofu. The analyzer used is the Structural Equation Model (SEM). Testing the validity of using Smart PLS 3.0 Software The results of the data analysis of this study indicate that the model and the results of the study were well received. Of the 5 hypotheses, 4 were accepted and 1 hypothesis was rejected. However, the results of this study prove that the brand image is proven to positively mediate the effect of independent variables on the dependent variable. Keywords : CSR, brand image, reputation, loyalty ABSTRAK Penelitian ini bertujuan untuk melihat dampak dari kegiatan tanggung jawab sosial perusahaan (TJSP) atau dalam bahasa inggris disebut Corporate Social Responsibility (CSR), terhadap reputasi perusahaan dan terhadap loyalitas pelanggan yang dimediasi oleh citra merek. Permasalahan penelitian yang diajukan merujuk kepada penelitian terdahulu dan adanya research gap dari penelitan terdahulu. Lima hipotesis telah dirumuskan dan sebuah model telah dikembangkan untuk menjawab masalah penelitian ini. Teknik pengambilan sampel adalah metode kuota Convenience sampling . Responden dari penelitian ini berjumlah 187 responden, dimana para responden adalah mitra dari CV PDHR selaku pengrajin atau produsen pembuat tahu sumedang. Alat analisa yang digunakan adalah Structural Equation Model (SEM). Pengujian validitas menggunakan Software Smart PLS 3.0 Hasil analisis data penelitian ini menunjukkan bahwa model dan hasil penelitian diterima dengan baik. Dari 5 hipotesa, yang diterima 4 hipotesa dan 1 hipotesa di tolak. Namun dari hasil penelitian ini membuktikan bahwa citra merek terbukti secara positif memediasi pengaruh independent variabel terhadap dependent variable .

East Nusa Tenggara (NTT), as one of the provinces with great tourism potential, applies city branding as a new tourism territory. This study aims to analyze (1) the meaning of the tourism promotion video Exotism of Sabu Island NTT in more depth and detail and (2) how the information messages conveyed in the tourism promotion video helped to advance the city branding of East Nusa Tenggara. This research employed a qualitative description method using Fisher's narrative paradigm, which consists of an analysis of the coherence and fidelity aspects of the narrative. The results showed that the video narrative Exotism of Sabu Island NTT has been successful in promoting East Nusa Tenggara as a new tourism territory through effective city branding. This video highlights Sabu Island, with its rich historical exoticism, landscape, and diversity of local cultural wisdom, as part of the East Nusa Tenggara province's tourism program. The main message conveyed in this video is the excellence of Sabu Island tourism, namely the exoticism of history, landscape, and diversity of local cultural wisdom. This video incorporates aspects of coherence and fidelity of the narrative that are appropriate and effective at city branding. The substance of this research provides new proposals regarding regional tourism city branding policies uploaded through promotional videos by applying the aspects of coherence and accuracy.

This research will specifically trace the communication made by Kwee Tjie Hoei (A Hoei) or Karmaka Surjaudjaja which is manifest in the national film titled with "Love and Faith" which was released in 2015. This film is packed in the form of a romantic drama genre that tells the Biopic of A Hoei when building the business empire of PT OCBC NISP which at that time was in a crisis. The researcher is based on Communication Theory of Identity which was triggered by Michael Hecth and Aristotle's Rhetoric to probe the message conveyed in the film. The research paradigm is based on constructivism, while the method used in this research is Hymes’s Ethnographic of Speaking with eight components by the acronym of S-P-E-A-K-I-N-G and this type of research is descriptive with a qualitative approach. The unit of analysis used in the research was scenes in the film, so the researcher was able to identify Kwee Tjie Hoei’s integrity which was shown in several stages of identity. The results showed that dominated the implicit message in the form of the integrity of Kwee Tjie Hoei's figure, in line with the principle of rhetoric that rests on the level of public communication.

National identity can arise with a symbol attached to the product/service in this case the Fashion world.Building the value of nationalism is not easy, so it requires cooperation from all parties, including corporations,so that the identity of the nation can be a world attraction, especially in the world of tourism. Damn! I LoveIndonesia embodies this by incorporating elements of nationalism in every fashion product. This study looks athow the construction of the meaning of nationalism built in fashion products is seen from the content of thepress release of the corporate website www.damniloveindonesia.com. This research used descriptive qualitativeresearch methods with constructivis paradigm and analyzed through Impression Management Theory as atheoretical perspective and processed in depth using the analysis method of Framing Zhongdang Pan andGerald M. Kosicki. The results of this study reveal that the corporate website can be used as a CSR informationtool that represents nationalism in products and encourages the role of segmentation of young people inpromoting tourism potential through the image of the nation built in symbols and fashion brands Damn! I LoveIndonesia.Keywords: Nationalism, Fashion, Cyber CSR, Framing, Tourism

Currently the products in television advertisements are always in the spotlight fortelevision lovers. Especially for housewives for their household products. If there is onenew detergent product that has just appeared on television, some of them are incited totry the product. There are also those who are not instigated, because they arecompatible with their old products. The purpose of this research is to look at socialbehavior and conflict towards purchasing decisions of new advertising products ontelevision with housewives as case studies. The research method used in reviewing thisproblem is a survey method with descriptive analysis. While data collection techniqueswith observation, interviews and questionnaires are intended to capture data related tobehavior, social conflict and purchasing decisions. Based on the results of the study,respondents' data is obtained that the level of trust in the products advertised ontelevision is very significant. This can be seen from the value of very trusting 39%, veryconfident 35%, and trust 34%.Keywords: Behavior, Social Conflict and Purchase Decision