Media Promotion Research Articles

PELATIHAN WIRAUSAHA KELOMPOK PEMUDA PENANGGULANGANBENCANA DI KAWASAN MERAPI, YOGYAKARTA

The purpose of community service activities for youth disaster management groups in the Merapi area is to improve entrepreneurial skills, introduce online promotional media, develop design and promotional skills, and train them in marketing products and services. The challenge faced by this group is how to improve their economic level even though their knowledge and skills are limited to natural disaster management. The methods of implementing this activity include providing motivation, instilling an entrepreneurial spirit, financial management training, graphic design training, and ongoing mentoring. This activity has succeeded in fostering an entrepreneurial spirit among youth in the Merapi area, improving their knowledge and skills, and connecting them with online media to market their products and services.

Strategi Pengembangan Ekonomi Kreatif pada Subsektor Wisata Kuliner Berbasis Kearifan Lokal di Kota Sampang

The creative economy has become one of the fastest growing sectors in Indonesia, making a significant contribution to the local economy. Culinary tourism, one of the sub-sectors of the creative economy, plays a major role with the potential for developing culinary tourism based on local wisdom in various regions, including Sampang, Madura. This study aims to determine the problems being faced, and how the creative economy development strategy is in the culinary tourism sub-sector based on local wisdom in the city of Sampang. The method used in this study is a qualitative descriptive research method. The findings of this study are expected to help formulate an effective strategy to strengthen the creative economy in Sampang in the culinary tourism sub-sector. The results of the study show that the problems faced by culinary entrepreneurs based on local wisdom in the city of Sampang include the lack of innovation in product development and interior design, the lack of optimal use of technology as a promotional medium, and the limited number of skilled human resources. The development strategy carried out by innovating in product packaging and taste, maintaining product uniqueness, maintaining product authenticity, while creating new innovations in presentation and packaging.

Pelatihan Pembuatan Video sebagai Media Promosi Dusun

One of the most accessible options for the public to build a digital ecosystem is to use social media in communication and socializing practices. This community service activity basically aims to provide training on making village promotional videos for youth groups in Dusun Demen, Pakembinangun, Pakem, Sleman, Yogyakarta, aged 16-20 years. Involving young people as participants in this video training activity is an urgency that is expected to represent Gen Z as active users of the YouTube networking media. The result of this activity is to make young people understand more about the function of social networking media, especially Youtube as a promotional medium. Almost all of the participants became more knowledgeable about procedures and implementing the basic techniques of making videos. They also gain experience and skills on how to direct a video production process. So, it is hoped that in the future young people will be more skilled and more skilled in creating videos that are published on the YouTube channel, especially in an effort to promote the village.

Designing The Room 19 Mascot as a Promotional Strategy Medium

The rapid development of technology has led to innovations such as library cafes, which aim to promote literacy among young people. However, the concept of library cafes is still not widely known. This research explores the effectiveness of using a mascot as a promotional strategy to enhance public awareness of The Room 19 library cafe and encourage reading interest. The study employed interviews, observations, questionnaires, and literature reviews for data collection. The findings show that the mascot, designed with an approachable and creative visual identity, effectively increases the visibility of The Room 19 among students and young professionals. The mascot represents the library cafe's brand values and creates an emotional connection with the target audience. In conclusion, using a mascot as a promotional medium has significant potential to foster literacy promotion and establish a stronger relationship with the community through engaging branding efforts.

Accelerating Promotional Media on Social Media for Brand Awareness Forest Smoothie

With high deforestation rates, reforestation is important to restore the ecosystem. Forest Smoothie, an international beverage company with the concept of "buying a smoothie equals planting a tree", faced the problem of lack of brand awareness on Instagram. Observation shows that their Instagram feed is monotonous and inconsistent in design, typography, and colour. This research aims to redesign Forest Smoothie's social media promotion with a modern and attractive design, using bright colours, consistent typography, and illustrations that reflect the brand's character. Using the design sprint method, this research went through the understand, diverge, decide, prototype, and validate stages. The result is an Instagram feed template that effectively attracts audience engagement. Validation through questionnaires showed positive responses regarding the recognizable concept, colour, typography readability, consistency, and interaction.

Utilization and Effectiveness of Agro-industrial Digital Marketing in Malang Raya

In the digital era, the agro-industrial sector has transitioned from conventional marketing to digital marketing. One of the agro-industry companies in Malang Raya, ALE, focuses on processing fruits and vegetables into healthy snack chips. The company engages in various digital marketing activities, including sales through e-commerce platforms such as Shopee, Tokopedia, and Lazada, and promotional efforts on social media platforms like TikTok and Instagram. This research aims to analyze (1) the utilization of digital marketing, and (2) the effectiveness of social media promotion based on engagement rates. The study employs both primary and secondary data, incorporating qualitative and quantitative forms, which are analyzed descriptively using a case study approach. Data collection methods include interviews, observation, and content analysis. The findings highlight the advantages of e-commerce channels, sales strategies like bundling and live streaming on e-commerce platforms, and storytelling and sales promotion strategies on social media. Additionally, the engagement rates on ALE's TikTok (12.71%) and Instagram (4.50%) indicate a high engagement rate level, with values exceeding the 2.72% benchmark, demonstrating the strong effectiveness of these platforms as promotional tools for the company.

Development of School Tour Video with Wall Tracking Technique (Planar Tracker) as a Promotional Media for The Introduction of Kak Seto School Facilities

This study aims to assess the quality improvement of the newly developed video (School Tour Sekolah Kak Seto) compared to the old video (Fasilitas Sekolah Kak Seto) and to understand user responses to the school tour video. This research was carried out because Kak Seto School faces challenges in utilizing digital media as the primary tool in its strategy to promote the school's facilities. Previously, Kak Seto School had a video titled “Fasilitas Sekolah Kak Seto” on its YouTube Channel, focusing on introducing all the facilities available at the school. However, the video has yet to implement visual effects, the text used in the video is still fundamental, the color grading remains dark and inconsistent, and the camera/footage techniques have not met current industry standards. Therefore, developing a new School Tour video for Kak Seto School is necessary, incorporating innovations such as wall-tracking visual effects to convey the school’s facilities better. This study uses the ADDIE development method by Robert Maribe Branch, consisting of analyzing, designing, Developing, Implementing, and Evaluating. The results demonstrate that the school tour video is of higher quality than the previous video, as it has greater engagement. User responses from media and content experts rated the video as "Very Good," while respondent assessments rated it as "Good" as a promotional medium for introducing school facilities.

MSME Assistance Through Tempe Product Branding by Opinionjo Village Purwodadi

Tempe in Parerejo Village, Purwodadi, Pasuruan, has good potential; therefore, in addition to making raw Tempe, Tempe artisans also innovate by processing it into various products, such as tempe chips and Tempe pudding. However, it is known that the problems MSMEs face in Parerejo Village, Purwodadi, are in the promotional media that could be more attractive, and there is a need for more understanding of business actors regarding branding. Community service through mentoring MSMEs aims to empower MSME actors in Parerejo Village and increase public knowledge about branding strategies. The method in this service is CBR (Community Based Research). The results of community service through this mentoring can impact the MSME community in Parerjo-Purwodadi Village by increasing Brand Awareness, building brand image, having an online MSME community, and increasing sales. After this mentoring, MSME participants gain insight into the concept of branding, which can increase product appeal and use relevant advertising techniques to reach a wider audience. Through interactive sessions and direct practice, participants learn how to brand products and utilize digital platforms, including social media.

The Broad Impact of Contemporary Digital Marketing Strategies on Consumer Behavior

This research aims to explore the extensive impact of contemporary digital marketing strategies on consumer behavior. By analyzing the successful case of Alibaba’s Double Eleven event, it details how multi-channel reach, personalized marketing, and ad content influence consumer behavior. The case analysis reveals that Alibaba effectively increased consumer participation and purchase behavior during the promotional period and the event day through widespread media promotion, diverse interactive activities, and precise personalized recommendations using digital technology. The results demonstrate the significant impact of digital marketing strategies on consumer behavior. However, this research is limited by the recent data used, indicating certain constraints. Challenges such as privacy concerns and data security still need to be addressed. Future research should further explore the varying effects of digital marketing strategies across different cultural backgrounds and emerging technologies.

Aurally enhanced media promotion: Music and sound in Greek television commercials

The sonic dimensions of modern media—including speech, sound effects, and music—play a significant role in communicating signs, meanings, and messages through multimodal channels of audiovisual connotations. Each feature can be regarded as a discrete unit; however, the overall framework is established through an orchestrated “interaction” of these components. Receiving information through televised advertisements is a cognitive process that requires critical analysis. This study examines the functions of music and sound in television advertising, emphasizing the collaboration between visual and audio material. Our objective is to equally investigate optical and musical conventions in selected TV commercials. We will also analyze how meaning emerges through visuals, sounds, and music in correlation to the product, branding, and the purpose of advertisements as short, concise audiovisual narratives. The data for this study were collected from a series of food and drink ads shown on Greek television between 2015 and 2020. The research draws upon contemporary culturally informed, musicological, semiotic, and interpretive methodologies, applying both textual and contextual analyses to examine how these techniques captivate audiences and effectively communicate messages. Understanding music’s psychological and pragmatic effects in advertising is crucial for recognizing its role as a powerful tool that influences consumer behavior and perception.

A profile approach to physical activity levels: what’s intensity got to do with reasons and motives for exercise?

BackgroundDespite the well-known benefits of physical activity (PA), non-communicable disease and premature mortality rates among adults continue to rise. The relationship between adults’ goals and exercise-specific motivation on the type of PA intensity one engages remains unclear. The purpose of this study was to identify physical activity (PA) profiles based on frequency and intensity (i.e., levels of PA) in an adult sample. A secondary purpose was to examine how the PA profiles differ on the reasons people have for exercising and behavioral regulation.MethodsA Cross-sectional survey was conducted with 1,169 (46.8 ± 16.7 years) participants solicited from a hospital-affiliated wellness center, social media promotions, and a research volunteer registry. The International PA Questionnaire (IPAQ) was used to determine frequency, intensity, and time spent engaging in PA. Additionally, the Reasons to Exercise (REX-2) scale, the Behavioral Regulation in Exercise Questionnaire-3 (BREQ-3), and demographics were assessed. K-cluster analyses were performed to identify profiles based on PA levels using the IPAQ guidelines. Multivariate analysis of variance (MANOVA) was used to assess profile differences.ResultsFive distinct PA clusters were derived, and defined as: a Low, Walking, Moderate Intensity, High Intensity, and Sitting cluster (p < .001). These clusters differed significantly (p < .001) from each other with respect to motivation, the reasons adults have for exercise, and PA levels.ConclusionThe results from this study support the important role of psychological factors such as motivation and reasons for exercise on behavioral outcomes (i.e., physical activity). For future research investigating adults PA- related behaviors, whether it be on adults starting a new exercise program or for PA maintenance, it may be beneficial to develop programs that encourage participants to reflect on the reasons they identify as important for exercising, and how such reasons contribute to their overall PA engagement behaviors.

PROMOTION STRATEGY THROUGH TIKTOK CONTENT DEVELOPMENT USING THE ADOBE PREMIERE PRO APPLICATION TO INCREASE BRAND AWARENESS IN MSME SILVIA SALON PUSPASARI BOGOR REGENCY

The promotional strategy used by Silvia Salon Puspasari via Tiktok social media did not work optimally because the results of the uploaded videos were not optimum enough because the video quality is still not clear and unstable, which affects the upload results on Tiktok. As a result, the insight into Silvia Salon Puspasari's Tiktok account was unstable. The aim of this research was to create Tiktok content using the Adobe Premiere Pro application as promotional media. This research used the action research method. Measurement effectiveness of packaging design as promotional media using the EPIC Model method. There were 15 respondents, namely 2 marketing experts, 2 computer experts, 1 owner, and 10 consumers or potential consumers. This analysis went through 2 cycles. Based on the results of the analysis of questionnaire distribution, the first cycle still showed quite effective content. In cycle II, an EPIC Rate score of 4.6 was obtained, which means it was very effective. From this research it can be concluded that Tiktok content is said effective and suitable for use as a promotional strategy to increase brand awareness at MSME Silvia Salon Puspasari.

Unlocking the limitedness on promotion: Augmenting a web-based mobile promotional media for delivery services at a homeware company

As information technology develops, the utilization of the internet as a business platform has increased significantly, allowing companies to promote their products and services more widely and efficiently. This research explores the development of a mobile website for a homeware company in Batam, which currently relies on online platforms such as Shopee and Tokopedia. This dependency causes limitations in reaching customers optimally. Therefore, this research proposes the development of mobile web-based promotional media using the Waterfall method, which includes the stages of need analysis, system design, implementation, testing, and maintenance. This method was chosen to ensure a systematic approach in designing and developing a responsive and appropriate website. Using Unified Modeling Language (UML) in system design possibly allows clear visualization and effective stakeholder communication. The implementation conducted by employing PHP, MySQL, and CodeIgniter framework resulted in a website which is expected to be able to fulfil the functional and non-functional needs of the company. The results show that developing this mobile web-based promotion system can potentially increase the company's market reach and operational efficiency as well as provide easy access for customers. This research provides an innovative model for similar companies to adopt digital technology to improve their business competitiveness.

Popping-Up Poster: A Pin-Based Promotional Poster Device for Engaging Customers through Physical Shape Transformation

Promotional media, such as paper posters and digital signage, are installed in shopping malls to recommend products and services. However, it has been reported that many customers tend not to be interested in these promotional media and do not receive the information. When product information is not communicated effectively, advertisers are unable to convey the information they wish to share with customers, and customers miss the opportunity to receive valuable information. To address such issues, a lot of methods have been proposed to make people aware of the presence of media; however, there are not many methods that take into account the delivery of product information to customers. In this study, we propose Popping-Up Poster, a pin-based poster device designed to capture customer attention and convey information through dynamic shape changes. To verify the effectiveness of the proposed system, field experiments were conducted in a café, where its promotional effects were compared with those of traditional promotional media, including paper posters and digital signage. These results show that Popping-Up Poster has the potential to be more effective in recommending products and influencing customer product choices compared to conventional promotional media.

Efektivitas Instagram Sebagai Media Promosi Terhadap Minat Pengunjung Wisata Omah Sukuh, Jawa Tengah

Internship is one of the options for students of the Literature-1 program to complete their final project at the Faculty of Business and Economics, Islamic University of Indonesia. The final project of this Internship was completed by the author by studying Omah Sukuh in collaboration with Perum Perhutani. At the time of the internship, the author was placed in agrotourism in charge of inputting data on visitors who came every month, the number of visitors to Omah Suku was still small who came to tour Omah Sukuh. Regarding the problems faced by the tribe's house, the author wants to analyze how effective Instagram social media is to be a place to promote. The internship was carried out for 4 months from February 13, 2023 to May 14, 2023.The author took a qualitative method for the preparation of this internship final project, data collection was carried out by interviews with the company manager of Perum Perhutani and the person in charge of tourism Omah Sukuh. The author has gained a lot of knowledge and skills such as marketing using influencers on Instagram social media is very effective to be used as a place for promotion. The findings from this study can be used to optimize the use of Instagram as a promotional medium, especially in creating content on Instagram reels with interesting content, the use of hashtags and audio that are relevant and trending. Just like what has been done before, but still increased creativity, innovation, and consistency. This can increase visitors who come from viewing content on Instagram uploaded by influencer content.

Pemberdayaan Masyarakat dan Peningkatan Kualitas Pendidikan Serta Optimalisasi Potensi UMKM Lokal melalui Produk dan Pemasaran di Desa Besar II Terjun

Independent Community Service (KKN) in Desa Besar II Terjun by students of the Faculty of Islamic Studies, University of Muhammadiyah North Sumatra aims to improve the quality of education and optimize MSMEs. Through an in-depth survey, the author identified four main problems: the use of chemicals in agriculture, inappropriate educational curriculum, and less than optimal innovation and marketing of MSME products. The implementation method involves face-to-face (on the spot training) with coordination of village officials, as well as the use of chemical raw materials and promotional media to support marketing. The results of the activity show that the author understands the importance of effective communication in building relationships with the community and gaining valuable experience outside the classroom. MSME actors feel helped by the support of students, while the community feels a more lively village atmosphere. This activity is expected to provide significant benefits for the community of Desa Besar II Terjun and be the first step in sustainable empowerment.

BRAND IMAGE, PRICE, AND PROMOTION: HOW DO THEY AFFECT SAMSUNG SMARTPHONE PURCHASE DECISIONS

This study seeks to analyze how brand image, price, and promotion impact the buying choices of SAMSUNG brand smartphones among students at the Faculty of Economics and Business, Wijaya Kusuma University Surabaya. The target group for this research includes students enrolled in the Faculty of Economics and Business at Wijaya Kusuma University in Surabaya. The sample characteristics include FEB UWKS students who have purchased and used SAMSUNG brand smartphones. The number of respondents in the sample was 96. The findings from the analysis of multiple linear regression and hypothesis testing using t-tests reveal that factors such as brand image, price, and promotion have a strong and favorable impact on the purchasing choices of SAMSUNG brand smartphones among students studying at the Faculty of Economics and Business in Wijaya Kusuma University, Surabaya. To improve consumer purchasing decisions, companies are expected to: (1) Enhance brand image by building a reputable company, increasing consumer satisfaction, and improving product quality; (2) Set more affordable prices that align with quality and benefits and maintain competitiveness; and (3) Conduct promotions that: (a) Utilize various promotional media and (b) Convey clear, interesting, and easy-to-understand messages.

Analysis Of Social Media Promotion and Marketing Strategies for Disney Movies: A Case Study on Zootopia &amp; Frozen 2

This study aims to deeply analyze the successful strategies of Disney movies in social media marketing, taking “Zootopia” and “Frozen 2” as case studies. With the expansion of the global movie market and the diversification of audience demand, animated movies are highly competitive, and Disney occupies a leading position with its strong strength and perfect network. The study first introduces the background of The Walt Disney Company, explaining the study's purpose and significance and the framework. Then it analyzes the global influence and marketing strategy of “Zootopia” respectively, including its background, the current fire situation, social media promotion techniques innovative parts, and offline promotion strategy. Then the background, audience reaction, social media promotion methods, and effects of Frozen 2 are discussed. It then compares the differences and changes in the marketing strategies of the two films, including social media strategies, offline promotion focus, cross-border cooperation methods, etc. It also discusses the evolution of marketing strategies, such as digital transformation, emphasizing user-generated content, exploring the application of new technologies, etc., as well as cross-cultural communication strategies. Finally, suggestions and expectations for movie marketing in the digital era are given, including strengthening innovation, building a social interaction ecology, pursuing content quality, and deepening cross-cultural communication strategies. The study summarizes the results, points out the limitations, and offers an outlook on future research directions, providing valuable experience and inspiration for the film industry.

Strategy for The Development of Culinary Sector Entrepreneurs in The Cipondoh Lake Tourism Destination, Tangerang Regency, Banten Province

This study aims to determine the strategy for developing entrepreneurship in the culinary field in the tourist area of ​​Lake Cipondoh. This type of research uses a qualitative description with the SWOT analysis method with observations and interviews with entrepreneurs in the culinary field at Lake Cipondoh. The results showed that the primary strategy produced was the SO strategy, with the highest score of 3.44 in quadrant I. The culinary entrepreneur development strategy at Lake Cipondoh can be implemented with the SO strategy program, namely: (1) a varied food menu; (2) Doing promotions on social media; (3) Increasing the number of employees on weekends; (4) Providing promotions or discounts. It is hoped that food stalls in Lake Cipondoh will continue to innovate in improving the quality of their products and promoting them on social media. The Tangerang City Government is expected to train managers and entrepreneurs on the quality of human resources for creating websites and social media promotions and organizing certain events at Lake Cipondoh. Keywords: SWOT analysis, entrepreneurs, culinary sector

Illocutionary Speech Acts on Stickers as Promotional Media of Mangroves Ecotourism in Bangkalan, Madura

The primary goal of this research is to find the lingual forms and meanings of the language in vehicle stickers used as promotional media to increase ecotourism possibilities throughout the Mangroves Ecotourism area of Bangkalan by means of illocutionary speech acts. In this research, the descriptive and qualitative research methods were used. The data for this research came from a form of vehicle sticker that was first investigated to promote Mangrove Ecotourism in Bangkalan, Madura. The following Mangrove Ecotourism sites were included in this research: Labuhan Mangrove Education Park Bangkalan, Mangrove Martajasah, and Mangrove Tajungan, Kamal. The research carried out adopted George Yule's pragmatic theory and J.R Searle's illocutionary speech act as the theoretical framework, which provides a good explanation of the representative speech act, directive speech act, expressive speech act, commissive speech act, and declarative speech act. Then, concluded that directive speech act plays a major form of this research’s finding and discussion and representative speech act as the second form whose type is commonly used in the sticker as promotional media.