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Journal : Communication

IMPLEMENTASI REPOSITIONING L-MEN DALAM KEGIATAN KOMUNIKASI PEMASARAN Nur Ihsan, Mega Farras i; Hafiar, Hanny; Sani, Anwar
Communication Vol 7, No 2 (2016): COMMUNICATION
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (147.774 KB)

Abstract

AbstractThis research purpose is to know the communications strategy of L-Men, the product attributes of L-Men, and the positioning statement of the L-Men product in their repositioning strategy. The method used in this research is descriptive with qualitative data. The subject of this research is individuals involved in the implementation of L-men's repositioning, from the process of planning to implementation. The Data is obtained through passive participant observation, semi-structured interview, and literature. The result of this research shows that L-Men repositioning communication strategy with management L-Men consisted of brand marketing, digital, public relations, customer relations, promotions, and involvements of Perbasi and non-gym athletes as communicator, to bring out the message that L-Men is a product for those who desire ideal and athletic body shape, through media and face to face interaction with audience through events and programs, with target audiences ranging from 17 years old until 35 years old male who partake in healthy lifestyle and the needs of nutrients for the formation of muscle mass and improving sports performance, with the end goals of increasing the product awareness and also the number of sales. The attributes that L-men possessed in its repositioning strategy are packaging design, advertising concept, content marketing, and event. The repositioning as stated by the positioning statement is “Effective Nutrients for Male Ideal and Athletic Body Shape”.Keywords: implementation, repositioning, attributeAbstrakTulisan ini bertujuan untuk mengetahui bagaimana strategi komunikasi yang dilakukan L-Men, bagaimana atribut-atribut produk yang disampaikan L-Men, serta untuk mengetahui bagaimana positioning statement baru yang dimiliki L-Men dalam menerapkan repositioning.Metode penelitian yang digunakan adalah deskriptif dengan jenis data kualitatif. Subjek dalam penelitian mengenai hasil repositioning L-Men ini merupakan individu yang terlibat dalam pelaksanaan repositioning, dari masa perencanaan hingga pelaksanaan. Pengumpulan data diperoleh melalui observasi partisipasi pasif, wawancara semi terstruktur, dan studi pustaka.Hasil penelitian menjelaskan bahwa: Repositioning L-Men merupakan strategi komunikasi yang dilakukan oleh manajemen L-Men sebagai komunikator yang terdiri dari brand marketing, digital, public relations, customer relations, promotions (SPG), serta melibatkan pihak eksternal seperti Perbasi dan atlet-atlet non-gym, dengan pesan yang ingin disampaikan adalah L-Men merupakan produk untuk membentuk tubuh yang ideal dan atletis, melalui media serta berhadapan langsung dengan audiens melalui event dan program, dengan target sasaran pria berusia 17 sampai 35 tahun yang menyukai gaya hidup sehat dan membutuhkan nutrisi untuk pembentukan massa otot dan meningkatkan performa olahraga, dengan efek yang diharapkan adalah meningkatkan awareness produk dan meningkatkan jumlah penjualan. Atribut-atribut yang dimiliki L-Men dalam repositioning adalah desain packaging, konsep iklan, konten marketing, dan event. Repositioning ini dinyatakan dalam positioning statement, yaitu “Nutrisi Efektif untuk Pria Membentuk Tubuh Ideal dan Atletis”.Kata kunci: implementasi, repositioning, atribut
STRATEGI IMAGE EKSKLUSIF ISLAMIC BOARDING SCHOOL DALAM PENDIDIKAN KARAKTER AGAMA Yutha, Annisa; Hafiar, Hanny; Priyatna, Centurion C.
Communication Vol 10, No 1 (2019): COMMUNICATION
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (425.444 KB) | DOI: 10.36080/comm.v10i1.811

Abstract

Diniyyah Puteri Boarding School its a first female boarding school in Southeast Asia established in 1923. The present study was conducted to identify the public understanding which related to establishment od exclusive image with Diniyyah Puteri in implementing the religious character. In addition, it aims to recognize the exclusive image strategy of Diniyyah Puteri Boarding School and to understand the differentiation of implementing the religious character in Diniyyah Puteri Boarding School, Padang Panjang.The research method used was qualitative method with case study. The data collected by multiple technique, namely interview, observation, and literature review. Symbolic interaction theory and exclusive image concept become the theory basis to compose the research result. The result of research founded a particular processing of establishment of exclusive image on Diniyyah Puteri, Padang Panjang. In its process of image establishment, strategy of Diniyyah Puteri Padang Panjang is to use the difference approach between internal and external publics. In the end, its exclusive image applied and implemented in religious character education with the expected output as the student who has the main character, namely devout and good moral, strong and tough as Mujahid God, intelligent and skilled as God?s steward.
Co-Authors Aat Ruchiat Nugraha, Aat Ruchiat Afriesta, Arien Aisyah, Novrisa Nu Akbar, Thoriq Nul Amalia, Sherly Anisa L.K., Anisa Annisa Yutha Anwar Sani, Anwar Ari Agung Prastowo, Ari Agung Aries Buana, Aries Ashari, Muhammad Syahwal Barezki, Fisti Eliana Barlian, Tria Dara Bella, arkita Vierza Budiana, Heru Riyanto Budiana, Heru Riyanto Budiana, Heru Riyanto Budiana, Heru Riyanto C. Priyatna, Centurion Centurion Chandratama Priyatna, Centurion Chandratama Chendy Priyatna, Centurion Dadang Sugiana Dasrun Hidayat Desilvani, Dwi Detta Rahmawan, Detta Diana Hardiny, Diana Effendy, Tiara Putri Efrin Umma Nassaluka, Efrin Umma Engkus Kuswarno Erdinaya, Lukita Komala Esther, Allegra Gabriella Evi Novianti Fajar Syuderajat, Fajar Fatma S, Diah Feliza Zubair Firda Firdaus Abdi, Firda Firdaus FX. Ari Agung Prastowo, FX. Ari Agung Hajati, Rizky Pratama Hakim, Aji Zul Hanna Herfina, Hanna Heru Ryanto Budiana Iriana Bakti Jimi N Mahameruaji, Jimi N Jimi Narotama Mahameruaji, Jimi Narotama Khairunnisa, Silka Khalish, Isni Raihan Kokom Komariah Komang Gde Adikresna D, Komang Gde Levana, Azka Putri Lilis Puspitasari Lukiati Komala MAHAMERUAJI, JIMI N. Mariezka, Filza Intan Marvian, Ananda Maudia, Fasya Nindi Aristi Nur Ihsan, Mega Farras i Nurcahya, Hilma Rizky Nuryah Asri Sjafirah, Nuryah Asri Oji Kurniadi Pakaradena, Andika Prastowo, FX Ari Agung Prastowo, FX Ari Agung Pratama, Abisha Akmal Priyatna, Centurion C Priyatna, Centurion C. Priyo Subekti Putri, Jessica Wandita Putri, Rahmi Wellina Rahmayanty, Nindya Rahmi, Fathiya Nur ramadhan, muhammad Al fata Rangga Saptya Mohamad Permana, Rangga Saptya Mohamad Retasari Dewi, Retasari Ridwan Setiawan Daradjat, dkk, Ridwan Setiawan Ruchiat, Aat Rully Khairul Anwar, Rully Khairul Rusmulyadi, Rusmulyadi Rusmulyadi, Rusmulyadi Ryana, Tasya Vicky Safitri, Alfiolita Widya Safitri, Baiq Vira Samosir, Deborah Sondang Napita Sarah Nurtyasrini, Sarah Seftia Rahmaning Tyas, Seftia Rahmaning Sjuchro, Dian Wardiana Sri Seti Indriani, Sri Seti Susie Perbawasari Syauqy Lukman Trie Damayanti UP, Syefira Ichsan Wahyu Pratama, Rizqi Yanti Setianti Yonita, Lingga Yurita, Ayu Puspa Yustikasari, Yustikasari