Kediri Journal of Journalism and Digital Media (KJOURDIA)

Utilization of Instagram as a Marketing Communication Media for Dhy Hijab Fashion Store

Ulfi Ulfi Nurfaiza — 2024-10-14

Abstract

Marketing products on digital platforms certainly cannot be separated from the use of strategies and the right role of marketers. This is exploited by one of the fashion stores, namely Dhy Hijab, which uses Instagram as a marketing medium for its products. The aim of this research is to find out the use of Instagram which was chosen as a marketing medium by Store Dhy Hijab. This research uses a descriptive qualitative method, which emphasizes a detailed discussion of the objects studied and arranged in a scientific setting. The theory used in this research is the theory used in this research is the Integrated Marketing Communication (IMC) marketing communication mix theory. The final result of this research is product marketing carried out by Dhy Hijab using 8 marketing communication mix tools, namely advertising, sales promotion, public relations and publications, personal selling, direct marketing, interactive marketing, word of mouth marketing, and events. Through the marketing communication mix activities carried out by Dhy Hijab, Dhy Hijab can maintain its business amidst the high competition in the fashion business sector.

Green Advertising: Environmental Messages in Le Minerale Mineral Water Advertisements

Fira Rizqi Agustina — 2024-10-13

Until now, waste has been a serious problem for the Indonesian region due to the increasing amount of production. Advertisements are often used as campaign media to influence the public in terms of waste cleanliness, environmental protection and waste recycling. The purpose of this study is to raise public awareness about the importance of protecting and caring for the environment. The discussion in this study includes environmental issues in mineral water advertisements broadcast on television and YouTube channels. In this case, the main subject of discussion is plastic waste, which is a problem for the environment. The hidden meaning behind the Le Minerale mineral water advertisement is revealed by examining each meaning of the images and symbols using Roland Barthes' semiotic analysis with a qualitative method. The data collected is the result of observing and understanding advertisements on YouTube. The results of this study show that the Le Minerale mineral water advertisement uses several symbols to convey its message to the public. By focusing on statements that are expected to create a positive image in the minds of the public. For example, by communicating the advantages of Le Minerale products: the gallon is always new, the cap is airtight and free of viruses. Of course, it also shows a healthy environment, with the intention of showing that Le Minerale products have a good effect on health and the environment.

Representation of Toxic Relationship in The Web Series “Yang Hilang dalam Cinta”

Fathul Qorib — 2024-10-13

Yang Hilang dalam Cinta is an Indonesian web series that addresses the issue of toxic relationships. The series describes how bad the effects of a toxic relationship can be for someone, such as what Dara's character experienced, namely physical and verbal violence from her partner. However, many people are still unaware that they are in a toxic relationship. This study aims to find out how the issue of toxic relationships is represented in the web series Yang Hilang dalam Cinta. The research method used is a qualitative research method using Roland Barthes' semiotic analysis technique which uses the terms denotation, connotation and myth. The results of this study indicate that there is a toxic relationship that makes someone feel physically and mentally unsafe for the person in it. Signs of a toxic relationship include physical violence, uncontrolled emotions, dishonesty, possessiveness and excessive jealousy.