The world is shocked to hear news of Toys"R"Us toy retail company from the United States filed for bankruptcy to the US government last September 2017. It is inconceivable that the world's largest toy retail company in the world has to close its 1800 store outlets in 38 countries. Using a descriptive qualitative method, the authors investigated the cause of bankruptcy of Toys"R"Us that has stood for 69 years. Through media research and an interview with an online toy player in Indonesia, it is known that the cause of bankruptcy of Lego, Barbie, and Fisher-Prince Product Company is too late to respond to the current digitalized world. Toys"R"Us did not respond quickly to the world's increasingly massive development, especially through the use of new technologies and media. The function and role of Public Relations are not optimized to support the international business communication undertaken. In this case, the role of international Public Relations is needed to improve a positive corporate image so as to attract as many customers or investors as possible. One of them by optimizing the role of Community Relations to improve brand engagement that is part of the brand resonance between companies and their customers around the world. If this potential can be managed properly, it can drive sales growth of Toys"R"Us.
Populism is a phenomenon of political communication that can be a political strategy for politicians who want to represent themselves. In the campaign period for the Election of West Java Governor Ridwan Kamil as a candidate for governor used a populist strategy to gain political support from the people of West Java. Populism strategy is very important in democracy, the characteristics of Ridwan Kamil's populism can be found in the form of Instagram posts, starting from May 27, 2018 - June 27, 2018 during the campaign period of the West Java Governor General Ridwan Kamil giving Instagram posts that match 9 characteristics of polulism. To find out the characteristics of Ridwan Kamil's populism on Instagram using data collection methods by taking interview data from Mr. Khalid Zabidi, a Golkar Party cadre, Ridwan Kamil's Instagram direct observation, literature study to support research and document studies.Populisme merupakan fenomena komunikasi politik yang dapat menjadi strategi politik bagi politikus yang ingin merepresentasikan dirinya. Dalam masa kampanye Pemilihan Gubernur Jawa Barat Ridwan Kamil sebagai calon gubernur menggunakan strategi populis untuk mendapatkan dukungan politik dari masyarakat Jawa Barat. Strategi populisme sangat penting dalam demokrasi, karakteristik populisme Ridwan Kamil bisa di temui dalam bentuk postingan Instagram,Terhitung dari 27 Mei 2018 – 27 Juni 2018 saat masa kampanye Pemilihan Gubenur Jawa Barat Ridwan Kamil memberikan postingan Instagram yang sesuai dengan 9 karakteristik polulisme. Untuk mengetahui karakteristik populisme Ridwan Kamil di Instagram menggunakan cara pengumpulan data dengan mengambil data wawancara Bapak Khalid Zabidi Kader Partai Golkar, observasi langsung Instagram Ridwan Kamil, studi pustaka untuk mendukung penelitian dan studi dokumen.
The digital era brings positive and negative benefits. One of them is experienced by the community of small and medium enterprises (SMEs). Underinformation and inability to keep up with developments are one of the weaknesses of this small-scale business, especially in popularizing business ventures and products sold. This problem is felt by SMEs who have been operating for decades, whose next generation as managers, are challenged to be able to continue the success by combining offline and online promotional media. The importance of supporting small-scale industries is the responsibility of all parties. Not only the government, but also society including academics. Therefore, the PKM team of the Faculty of Communication, Tarumanagara University will help carry out PKM program to assist Bakso Mahkota in their business development, especially in promoting through the media and applying social marketing techniques to help targeting consumer behavior. This activity will be carried out through the implementation of training or workshops to socialize or introduce modern management activities to SMEs. This activity will be attended by 9 small industries which will involve sources including representatives of GoFood or Grabfood, rating websites and restaurant reviews from Zomato or Openrice, representatives of culinary rubric media and foodbloggers. In addition, there will be an explanation from Fikom Untar as the provider of material according to expertise, about the concept of modern management to the fostered partners, so that they are able to understand the material in more detail and be able to achieve the achievement according to the target. ABSTRAK:Era digital membawa banyak perubahan dalam kehidupan masyarakat, baik manfaat positif dan negatif. Salah satunya dialami oleh masyarakat pelaku usaha kecil menengah (UKM). Ketertinggalan informasi dan ketidakmampuan mengikuti perkembangan, menjadi salah satu kelemahan bisnis skala kecil ini, khususnya dalam mempopulerkan usaha bisnis dan produk yang dijual. Pukulan ini ...
Tourism is one of Indonesia's leading sectors that has been seriously affected by the pandemic. This study aims to describe participatory culture in digital tourism marketing communication channels during the pandemic, through Instagram social media channels from micro-influencers, that focus on three priority tourism destinations that have been set by the government. By using the Participatory Media Culture Theory from Henry Jenkins, it is further studied how consumers and producers create cultural artifacts with commodity value. The research applied a netnographic method, the data were gathered and analyzed by the social media analysis application Analysis.io. The subject of research is the influencers and followers in 3 (three) Instagram accounts: @explorejogja, @indraseptianazhari, and @travelwithgerie, while the object of the research was the forms of participation as cultural artifacts in these accounts This study concludes that the participants build a participatory culture by the power of visual and narrative artifacts, as well as their spreadability. Further this research shows that (1) cultural artifacts in each account have their own characteristics, with similarities in the prosumer participation, where reposting becomes a cultural artifact that has its own power to form virtual relationships; (2) attractive visuals and informal guides in the form of narratives are also cultural artifacts that invite further involvement of participants, in the form of likes, comments, reposts, etc.; and (3) the presence of micro-influencers who are inherently intertwined with these accounts jointly contributing to the dissemination of content and their respective accounts, which in turn becomes a force for the spread of tourism marketing, especially during the pandemic. Pariwisata adalah salah satu sektor unggulan Indonesia yang terkena dampak serius dari pandemi ini. Penelitian ini bertujuan untuk mendeskripsikan budaya partisipatif dalam saluran komunikasi pemasaran pariwisata digital selama pandemi, melalui saluran media sosial Instagram dari mikro-influencer, yang berfokus pada tiga destinasi wisata prioritas yang telah ditetapkan oleh pemerintah. Dengan menggunakan Teori Budaya Media Partisipatif dari Henry Jenkins, lebih lanjut dipelajari bagaimana konsumen dan produsen menciptakan artefak budaya dengan nilai komoditas. Penelitian ini menggunakan metode netnografi, data dikumpulkan dan dianalisis dengan aplikasi analisis media sosial Analysis.io. Subjek penelitian adalah influencer dan followers di 3 (tiga) akun Instagram: @explorejogja, @indraseptianazhari, dan @travelwithgerie, sedangkan objek penelitian adalah bentuk partisipasi sebagai artefak budaya dalam akun tersebut. Penelitian ini menyimpulkan budaya partisipatori dibangun dengan kekuatan artefak visual dan naratif, serta daya sebarnya. Lebih lanjut, penelitian ini menunjukkan bahwa (1) artefak budaya di setiap akun memiliki ciri khas tersendiri, dengan kesamaan berupa partisipasi prosumer, dimana reposting menjadi artefak budaya yang memiliki kekuatan untuk membentuk hubungan virtual; (2) visual yang menarik dan panduan informal berupa narasi juga merupakan artefak budaya yang mengundang keterlibatan peserta lebih lanjut, dalam bentuk ekspresi rasa suka, komentar, repost, dll; dan (3) kehadiran micro-influencer yang secara inheren terjalin dengan akun-akun tersebut secara bersama-sama berkontribusi dalam penyebaran konten dan akunnya masing-masing, yang pada akhirnya menjadi kekuatan bagi penyebaran pemasaran pariwisata, khususnya di masa pandemi.
