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"Penelitian ini membahas identifikasi dan pengungkapan makna pesan yang terkandung dalam posting pada akun instagram Gubernur Jawa Barat 2018 Ridwan Kamil dengan nama akun @ridwankamil. Penelitian ini mengambil waktu pada masa kampanye Pemilihan Gubernur Jawa Barat 2018 yang dimenangkan oleh Ridwan Kamil. Penelitian ini menggunakan paradigma kritis dengan pendekatan kualitatif. Strategi yang digunakan adalah multi-strategi yaitu visual content analysis dan visual communication. Hasil penelitian memperlihatkan bahwa posting yang dibuat oleh akun @ridwankamil memiliki kecenderungan untuk menyampaikan posting dengan coding yang identik dengan personal selling dari sosok Ridwan Kamil (official dan personalized). Melalui strategi visual communication terlihat bahwa akun @ridwankamil cenderung menggunakan sosok orang lain dan berada dalam posisi minoritas untuk digunakan sebagai kendaraan bagi Ridwan Kamil untuk mendapatkan engagement. Selain itu akun @ridwankamil juga menggunakan kelemahan yang dimiliki oleh seseorang untuk digunakan dalam mengangkat citra, menggunakan kesadaran palsu untuk menarik engagement dari publik,  reclaim terhadap suatu prestasi dan eksploitasi kemanusiaan untuk mendapatkan engagement.

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This research discusses the identification and disclosure about  the meaning of the message contained in the instagram posting of West Java Governor Instagram account Ridwan Kamil. This research took place during the campaign period for the 2018 West Java Gubernatorial Election won by Ridwan Kamil. This study uses a critical paradigm with a qualitative approach. The strategy used is multi-strategy namely visual content analysis and visual communication. The results indicated that the posts made by the @ridwankamil had a tendency to submit posts with coding that was identical to the personal selling of the figure of Ridwan Kamil (official and personalized). Through strategy visual communication, it can be seen that the @ridwankamil account tends to use other people's figures and their minority position to be used as a vehicle for Ridwan Kamil to get engagement. In addition, the @ridwankamil also uses weaknesses that are owned by someone to be used in lifting the image, using false awareness to attract engagement from the public, reclaiming an achievement and exploitation of humanity to get engagement. "

"ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth pada ulasan online di akun media sosial Instagram @beritagadget terhadap minat beli melalui sikap merek. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden, berumur 17 tahun ke atas, yang dapat mengakses internet terutama Instagram dan pernah membaca informasi mengenai produk smartphone OPPO di akun Instagram @beritagadget, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik purposive sampling. Analisis yang digunakan dalam penelitian ini adalah analisis multivariat dengan menggunakan path analysis dan Uji Sobel pada SPSS 23.0. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap minat beli secara tidak langsung melalui variabel sikap merek dan juga memiliki pengaruh yang signifikan antara variabel electronic word of mouth terhadap minat beli konsumen secara langsung.

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ABSTRACT

The study aims to analyze the effect of electronic word-of-mouth on Instagram @beritagadget social media accounts toward purchase intention through brand attitude. This study uses a quantitative approach. The sample in this study are 100 respondents, who aged 18 years and above, can uses the internet especially Instagram and have read information about OPPO smartphone products on Instagram account @beritagadget, but have never purchased a product or service before. Samples were taken using non-probability sampling with purposive sampling technique. Analysis technique of the data uses in this study is multivariate analysis using path analysis and Sobel Test on SPSS 23.0. The results shows that Electronic Word of Mouth has a significant indirect effect toward purchase intention through brand attitude as a mediating variable, and significant direct effect toward purchase intention.

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"ABSTRAK

Public Relations dewasa ini telah menjadi senjata penting bagi kesuksesan sebuah perusahaan. Tidak hanya pada industri tertentu, melainkan PR ini bisa digunakan di segala industri, dalam hal ini adalah industri farmasi. Sayangnya dari peran dan fungsi PR yang dijalankan, pekerja PR jarang yang melakukan kegiatan evaluasi. PT Kalbe Farma Tbk sebagai perusaahan farmasi terbesar di Indonesia menyadari pentingnya peran dan fungsi PR bagi perusahaan dengan mendirikan divisi corporate communications pada tahun 2010. Dengan berbasis model evaluasi PR Macnamara, penelitian ini akan mengevaluasi program kegiatan PR pada dimensi input dan output. Penelitian ini menggunakan paradigma post-positivis, pendekatan kualitatif, dan penelitian ini bersifat deskriptif.

Hasil dari penelitian menunjukkan bahwa divisi corporate communications PT Kalbe Farma Tbk telah menjalankan peran dan fungsi PR pada program kegiatannya dengan baik, di mana peran yang dijalankan lebih berfokus sebagai fasilitator dan teknisi komunikasi dan fungsi PR-nya yang berfokus sebagai media relations dan internal relations. Hasil evaluasi pada dimensi input dan output mengatakan bahwa program kegiatan yang dijalankan oleh divisi corporate communications telah dijalankan dengan baik dan sesuai target. Namun dari pelaksanaan program kegiatannya masih perlu ditingkatkan lagi demi keberhasilan program kegiatan kedepannya.

ABSTRACT

Public Relations nowadays has used as a crucial tools and strategy in many companies. Not only in some industry, but PR can be applied in all kind of industries, for this matter is pharmacy industry. However, the roles and functions of PR that been used by the PR officer rarely measured with some evaluation programmes. PT Kalbe Farma Tbk as the biggest company in pharmacy industry in Indonesia aware of the important used of the roles and functions of PR by adding a new department, that is corporate communications. By using Macnamara evaluation PR model, this research will measures the PR programme that been done by using input and output stages. This study utilizes post positivist pardigm and descriptive qualitative approach.

The result of this study demonstrates how department corporate communications has been able to succesfull in performing the role and function in every activities that has been done, whereas this corporate more focusing on its role as technician and facilitator of communication and its functions in media relations and internal relations. The result of the evaluation demonstrates how in input and output, this department corporate communications has been succesfully did all of the activities in accordance to the objectives. However, the implementation of the role, function, and programs yet to be as its best as it's still need to be increased."

"Melalui hadirnya dunia digital, praktisi humas tidak dapat lagi hanya menggunakan pendekatan tradisional, tetapi perlu mengintegrasikannya dengan media sosial. Hal ini disadari oleh produsen makanan ringan di Indonesia, mereka mulai melirik fungsi inovatif media sosial untuk membangun hubungan dengan pelanggannya. Penelitian ini ditujukan untuk mendeskripsi dan menjelaskan perbedaan aktivitas customer engagement yang dilakukan oleh dua brand yang berasal dari badan usaha yang berbeda ukurannya, Maicih dan Chitato, dalam dua jenis media sosial yang berbeda yaitu Facebook dan Twitter. Penelitian dengan metode content analysis ini menunjukkan bahwa customer engagement tidak ditentukan oleh ukuran usaha brand, namun oleh kuantitas dan kualitas isi media sosial yang disajikan.

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After digital world rose, public relations could not only use traditional approach, but also combine it with social media. Producers of snack in Indonesia realize it and start to use social media for building relationship with their customers. This research was conducted to describe and explain the difference of customer engagement activities by two different brands with different company size, Maicih and Chitato, in two outlets of social media, Facebook and Twitter. With content analysis methods, this research showed that customer engagement is not define by the company size, but by contents’quantity and quality."

"Seiring dengan pertumbuhan internet, kegiatan customer engagement melalui media sosial menjadi penting untuk meningkatkan hubungan antara perusahaan dan customer-nya. Disamping itu, electronic word of mouth telah menjadi bentuk iklan yang paling dipercaya oleh konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh antara customer engagement terhadap pembentukan electronic word of mouth positif pada Twitter XL @XL123 serta melihat dimensi customer engagement manakah yang mempunyai pengaruh paling besar terhadap pembentukan electronic word of mouth positif pada Twitter XL @XL123. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan non-probability sampling. Sample dalam penelitian ini adalah 100 responden. Instrumen penelitian ini menggunakan kuisioner dan dianalisis menggunakan multiple regression. Hasil penelitian ini membuktikan bahwa customer engagement memiliki pengaruh terhadap pembentukan electronic word of mouth positif. Dimensi customer engagement yang memiliki pengaruh terbesar pada pembentukan electronic word of mouth positif adalah Cognitive Attachement.

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Following the growth of the Internet, customer engagement activities through social media have become an important activities to increase the company relationship with its customer. In addition, electronic word of mouth have become the most trusted form of advertising. This research aimed to observe the effect of customer engagement on establishing positive electronic word of mouth, and to observe which dimension of customer engagement had the greatest effect on establishing positive electronic word of mouth. This research applied quantitative approach and collected using non-probability sampling. The sample of this research was 100 respondent. This research used questionnaire as a research instrument and analyzed with multiple regression. This research proved that customer engagement had an effect on establishing positive electronic word mouth. The dimension of customer engagement which has the greatest effect on establishing positive electronic word of mouth was cognitive attachement."

"Penelitian ini menguji dimensi E-service quality terhadap e-satisfaction melalui experiential value sebagai variabel mediasi pada Zalora Indonesia. Dimensi E-service quality yang digunakan adalah efficiency, fullfillments, system availability, privacy, responsiveness and trust. Dimensi experiential value diadopsi dari tipologi experiential value yang terdiri aesthetics, playfullness and customer return on investment (CROI). Penelitian ini menggunakan pendekatan kuantitatif, dimana data dan informasi yang dikumpulkan melalui survei dengan kuesioner online dan studi kepustakaan. Teknik analisis data yang digunakan adalah analisis multivariat, dengan menggunakan analisis jalur dan Uji Sobel SPSS. Hasil penelitian menunjukkan bahwa E-service quality memiliki pengaruh yang signifikan dan kuat terhadap e-satisfaction melalui experiential value sebagai variabel mediasi.

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This study examines the dimensions of e-service quality toward esatisfaction through experiential value as mediating variable on Zalora Indonesia. The dimensions of e-service quality has been used is efficiency, fullfillments, system availability, privacy, responsiveness and trust. Experiential value dimensions adopted from tipology experiential value that consist of aesthetics, playfullness and customer return on investment (CROI). This research uses a quantitative approach, in which data and information were collected through surveys with the tools of online questionnaire and bibliographical studies. Analysis technique of the data used is multivariate analysis, using path analysis and Sobel Test on SPSS. The results showed that e-service quality has a significant and strong effect toward e-satisfaction through experiential value as a mediating variable."

"Penelitian ini bertujuan untuk menggali hubungan program CSR terhadap perilaku konsumen dalam menyikapi komunikasi isu kanker payudara, dengan mengambil studi kasus Breast Cancer Campaign yang dilakukan oleh Estee Lauder Indonesia di Jakarta pada Oktober 2013 silam. Hasil penelitian menunjukkan bahwa secara keseluruhan program CSR Breast Cancer Campaign yang dilakukan oleh Estee Lauder Indonesia berpengaruh pada perilaku konsumen dan pada indikator kognitif, tetapi tidak berpengaruh terhadap indikator afektif dan indikator tindakan. Namun, pada karakteristik profil mayoritas responden, program CSR Breast Cancer Campaign yang dilakukan oleh Estee Lauder Indonesia berpengaruh terhadap perilaku konsumen dan semua indikatornya. Dengan demikian, agar program Estee Lauder CSR Breast Cancer Campaign berpengaruh terhadap perilaku pada konsumen Estee Lauder Indonesia, maka sebaiknya peserta program CSR adalah responden dengan karakteristik di atas, sehingga memungkinkan terciptanya pemahaman lebih dalam dan menyeluruh mengenai bahaya kanker payudara, serta pentingnya melakukan pencegahan dini sebagai salah satu usaha untuk melawan bahaya penyakit tersebut.

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This research aims to better comprehend the relationship between the effectiveness of CSR campaign program towards consumer behavior in responding to the communication on breast cancer issue; the research was conducted upon the study case of "Breast Cancer Campaign" previously proceeded by Estee Lauder Indonesia in October, 2013 in Jakarta. The result of the research displayed that the general CSR "Breast Cancer Campaign" program proceeded by Estee Lauder delivered an impact on consumer behavior and cognitive aspect, but not on affective and behavior aspect. However, on the majority profile of respondents, the program proceeded by Estee Lauder Indonesia delivered an impact on the changing of consumer behavior and all of it`s indicator. Therefore, in order to ensure the effectiveness of the program, it is suggested that the participants of the program consists of respondents with the previously stated characters, as to elevate the possibility of generating a deeper and more thorough comprehension in understanding the threat of breast cancer, as well as the importance of early prevention as one of the attempts to battle the disease."

"[Kegiatan PT Lenovo Indonesia meluaskan pemasaran pengaruh serta kekuatan citra perusahaan kepada konsumen melalui kegiatan kemediaan marketing public relations yang ditujukan kepada wartawan merupakan ujung tombak media Penelitian ini bertujuan untuk meneliti sikap wartawan agar perusahaan dapat melakukan kegiatan kemediaan marketing public relations yang tepat dan wartawan memberikan publisitas yang menguntungkan bagi konsumen maupun perusahaan Penelitian ini menggunakan pendekatan kuantitatif dilakukan dengan survei kepada 115 orang wartawan Hasil penelitian menunjukkan bahwa dimensi kognitif dan afektif dari sikap wartawan memiliki mean yang dikategorikan sebagai Sangat Tinggi dan dimensi konatif dari sikap wartawan memiliki mean yang dikategorikan sebagai Tinggi.

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Activities of PT Lenovo Indonesia to broaden marketing influence and power of the company 39 s image to consumers via marketing public relations media activities aimed to journalists are important parts of media. This study aimed to investigate the attitude of journalists so that the company can conduct marketing public relations media activities right and journalists deliver favorable publicity for consumers and companies This study uses a quantitative approach performed by conducting a survey to 115 journalists. The results showed that cognitive and affective dimensions of attitudes journalists have a mean which is categorized as Very High value and conative dimensions of an attitude of the journalists has a mean which is categorized as High value. ;Abstract Activities of PT Lenovo Indonesia to broaden marketing influence and power of the company 39 s image to consumers via marketing public relations media activities aimed to journalists are important parts of media This study aimed to investigate the attitude of journalists so that the company can conduct marketing public relations media activities right and journalists deliver favorable publicity for consumers and companies This study uses a quantitative approach performed by conducting a survey to 115 journalists The results showed that cognitive and affective dimensions of attitudes journalists have a mean which is categorized as Very High value and conative dimensions of an attitude of the journalists has a mean which is categorized as High value Keyword attitude journalists attitude journalists marketing public relations , Abstract Activities of PT Lenovo Indonesia to broaden marketing influence and power of the company 39 s image to consumers via marketing public relations media activities aimed to journalists are important parts of media This study aimed to investigate the attitude of journalists so that the company can conduct marketing public relations media activities right and journalists deliver favorable publicity for consumers and companies This study uses a quantitative approach performed by conducting a survey to 115 journalists The results showed that cognitive and affective dimensions of attitudes journalists have a mean which is categorized as Very High value and conative dimensions of an attitude of the journalists has a mean which is categorized as High value Keyword attitude journalists attitude journalists marketing public relations ]"

"Sosok kepemimpinan karismatik yang memiliki daya tarik tertentu bagi masyarakat dan media akan mengalami masa-masa krisis ketika pemimpin tersebut mengambil kebijakan yang tidak populer (tidak pro-rakyat). Berita yang diambil berfokus pada sosok kepemimpinan Presiden RI 2014-2019 Joko Widodo pada masa krisis saat mengambil kebijakan kenaikan BBM (Bahan Bakar Minyak) dan saat pencalonan Kapolri oleh Presiden yang menuai sejumlah kontroversi hingga terjadi polemik antara KPK (Komisi Pemberantasan Korupsi) dan Polri (Kepolisian Republik Indonesia). Populasi berita dalam penelitian ini adalah pemberitaan pada tiga media nasional yaitu Kompas, Media Indonesia dan Koran Sindo. Hasil penelitian ini menyimpulkan bahwa adanya inkonsistensi media nasional dalam melakukan pemberitaan pada masa krisis, kemungkinan kecenderungan media terhadap sosok kepemimpinan karismatik Presiden Joko Widodo dan adanya tendensi kelanjutan keberpihakan media-media nasional sejak masa pemilihan umum 2014 yang membuat media nasional belum menjalankan perannya dalam mengawasi pemerintahan secara objektif.

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Charismatic figure with certain attraction to public and media will someday experience crisis situations especially when that figure needs to make unpopular/unfavorable decision upon its public. News observed focusing on leadership figure of Joko Widodo on his early period of governance were specifically in period of the rising prices of fuel and controversial decision regarding president nomination on Budi Gunawan as Chief of Indonesia National Police which was further escalated into polemic between Corruption Eradication Commision and National Police. News outlets population of this research is comprised of Kompas, Media Indonesia, and Koran Sindo. The research concluded that there is media inconsistency in term of depicting crisis situation, possibility of media tendency protecting charismatic figure of President Joko Widodo, and continuation of national media orientation towards the figure since general election 2014 which makes it has yet perform its ideal role to be objectively overseeing government process."