Soket Laok is a village located in Tragah District, Bangkalan Regency, Madura. This village has the greatest economic potential in agriculture because the majority of its residents, which are around 4000 people, work as farmers. However, the village, which is not far from the city of Surabaya, is still lagging behind and has not been able to properly utilize the village's potential for community empowerment. Cashew product is the greatest potential by the residents of Soket Laok Village, but the community does not understand how to create and design proper packaging for their cashew products. In addition, Soket laok community also has no experience and knowledge utilising information and communication technology to optimalise the marketing of the cashew products. Therefore, the Communications Department of FISIP Unair conducts a community service program entitled Branding Workshop for Economic Empowerment of the Cashew Farmer in Soket Laok Village, Bangkalan Regency, Madura. This program is an extended program that has been carried out in 2020. This community service focuses on creating and training to manage the community website, training on packaging and brands, as well as registration of brands and business license for their business.Keywords: Economic Potential, Marketing Communications, BrandingAbstrakSoket Laok merupakan salah satu desa yang terletak di Kecamatan Tragah, Kabpupaten Bangkalan, Madura. Desa ini memiliki potensi ekonomi terbesar di bidang pertanian karena mayoritas warganya yang berjumlah sekitar 4000 jiwa berprofesi sebagai petani. Meskipun demikian, desa yang berada tidak jauh dari Kota Surabaya tersebut masih tertinggal dan belum mampu memanfaatkan dengan baik potensi desa untuk pemberdayaan masyarakat. Produksi mente merupakan potensi terbesar yang dimiliki oleh warga Desa Soket Laok namun para petaninya sendiri belum mengerti cara mengemas produk mente untuk dipasarkan di luar daerah Soket Laok sesuai dengan standar yang berlaku. Ditambah lagi dengan kurangnya pemahaman terkait penggunaan teknologi informasi dan komunikasi juga menjadi faktor kurang optimalnya pemasaran produk mente. Dengan berbagai alasan tersebut, Departemen Komunikasi FISIP Unair kembali mengadakan pengabdian masyarakat bertajuk Pelatihan Branding dalam Rangka Pemberdayaan Ekonomi Masyarakat Petani Mente Desa Soket Laok, Kabupaten Bangkalan, Madura. Kegiatan tersebut merupakan lanjutan dari pengabdian masyarakat yang telah dilaksanakan pada tahun 2020. Pengabdian masyarakat kali ini berfokus pada pembuatan dan pelatihan mengelola website Desa Soket Laok, pelatihan membuat kemasan dan merek, serta pendaftaran merek dan perizinan usaha pada produk yang telah dihasilkan.Kata kunci: potensi ekonomi desa, komunikasi pemasaran, branding,
This article results from research on the brand image strategy carried out by the National Hospital Surabaya (NHS) through integrated marketing communications. This study is on health services bases in the community currently entering the industrial and business era. The main problem arises in-hospital services, which have developed into an industry and are profit-oriented. This problem puts pressure on hospital managers and owners, especially on the cost dimension in private hospitals. Private hospitals must continue to improve management capabilities in carrying out hospital operations with good quality standards to the best compared to other hospitals. The research uses a case study research method with a qualitative approach. Data collection and analysis techniques use observation and in-depth interviews so that they can be analyzed exploratively. The results of this study are the first are there are many reasons why the marketing department of NHS adopts Integrated Marketing Communication (IMC) in their sales strategy. It also happens in the healthcare industry, namely hospitals. One of the reasons that become the basis is that marketers understand and recognize strategies integrating into various communication functions rather than running these communication functions alone. Second, marketing communication theory becomes the rationale for processing data and analyzing the phenomenon of problems regarding strategic concepts in policy determination to the direction of marketing communication strategies carried out by NHS hospitals. This research concludes that the main problem arises in hospital services, which have developed into an industry and are profit-oriented. Strategic management skills will become more critical as pressure increases to find future revenue and growth opportunities. These opportunities will come through various combinations of new healthcare products and services, increasing penetration into high-priority market segments, or accessing new markets that are not serving currently.
Rendahnya Pekerja Migran Indonesia (PMI) sebenarnya berkorelasi lurus dengan rendahnya tingkat pendidikan formal mereka. Rata-rata pendidikan formal sebanyak 68% lulusan SD dan SMP. Pengetahuan PMI terkait dengan penularan penyakit yang disebabkan adanya pola-pola interaksi sangatlah rendah. Penyakit menular pada PMI terkait dengan pola-pola interkasi banyak dilakukan di negara tujuan. Hal ini tentunya berdampak pada penyebaran penyakit menular pada PMI purna penempatan yang semakin meningkat bahkan menyebarluas bukan hanya di daerah pengiriman saja tetapi ke wilayah-wilayah yang bukan pengiriman PMI.WHO dari Komisi Migrasi dan Kesehatan menyampaikan adanya kerentanan para migran terkait dengan hak, perawatan kesehatan sebagai hak asasi manusia. Komisi ini memberikan rekomendasi menuju Global Health dengan misi migrasi sehat. Untuk merespon situasi ini maka studi ini membahas tentang pemberdayaan dikalangan calon pekerja migran dalam rangka pencegahan penyakit menular desa Benculuk, kecamatan Celuring, kabupaten Banyuwangi Jawa Timur ini diharapkan memberikan kontribusi untuk calon PMI terkait dengan pola-pola interaksi dan berperilaku sesuai standard kesehatan dengan sesama migran, majikan maupun warga negara tujuan. Apabila ketika dalam pola-pola interaksi dan berperilaku tidak sesuai standard kesehatan maka akan berdampak penularan penyakit. Pemberdayaan ini dilakukan di Serikat Buruh Migran Indonesia (SBMI) Desa Benculuk Kecamatan Cluring Banyuwangi Provinsi Jawa Timur. Penentuan lokasi penelitian ditentukan secara purposive di kabupaten Banyuwangi merupakan salah satu kabupaten dari tujuh kabupaten di Jawa Timur pengirim pekerja migran ke luar negeri. Pengumpulan data meliputi observation dan indepth interview. Informan yang dipilih adalah individu-individu yang memiliki pengetahuan dan pengalaman tentang permasalahan yang diteliti. Terakhir adalah analisa data yaitu data yang terkumpul kemudian diklasifikasikan dan diindentifikasikan berdasarkan tema kemudian dianalisa.Hasil studi ini menunjukkan bahwa calon PMI belum memiliki pengetahuan tentang penyakit menular yang disebabkan oleh interaksi yang tidak tepat. Interkasi yang tepat akan mencegah terjadinya penularan penyakit. Apalagi informasi penularan penyakit tidak disampaikan pada pelaksanaan Pembekalan Akhir Pemberangkatan (PAP) dan tidak didukung dengan menggunakan media pengajaran seperti video, simulasi dan hanya menggunakan metode ceramah. Demikian materi yang disampaikan tidak sesuai dengan modul pegangan instruktur. Dengan adanya pemberdayaan dikalangan calon PMI terkait dengan bahaya penyakit menular perlu adanya kiat-kiat untuk menghindarinya dengan membatasi interaksi di negara tujuan.
Abstract Since the WHO declared the COVID-19 pandemic on December 1, 2019, the first group to be laid off were migrant workers. For migrant workers who are laid off one way is to return to their country of origin, including Indonesian Migrant Workers (PMI). For PMIs who work undocumented, they must be deported. PMI departed undocumented, mostly from Sampang, Madura, East Java. The number of PMI from Sampang who have been deported since COVID 19 took place was 886 people. To respond to this situation, research on improving the survival mechanism of the post-employee PMI in marketing the products of Micro, Small and Medium Enterprises (MSMEs) through the use of social media in the district of Sampang, Madura, East Java, contributes to their survival. This research method begins with conducting a Focus Group Discussion to map out the difficulties of post-employee PMI in marketing products so that they can find the right marketing solutions, especially through the use of social media. The FGD involved stakeholders among retired PMIs such as the Indonesian Migrant Workers Union (SBMI), the industry office, BP2MI, the cooperative service, village heads, religious leaders from Nahdlatul Ulama (NU) and youth organizations. Furthermore, in-depth interviews and observations were carried out. The last stage is to analyze the data that correlates the data with the theory used in reviewing the survival mechanism, namely community empowerment. The result of the research is that the recycled handicraft products of garbage and chips, crackers and various types of food using mass media as a medium to disseminate local product marketing content will be optimized by residents, so that local residents get sufficient correct and useful information as a reference. One of the uses of PMI's post-duty mass media is making the Shopee application. They have learned to make products for social media, starting with compiling video scripts, designing marketing posters, and packaging. Shopee has various types of promo programs that buyers can enjoy, such as discount promos and free shipping. Thus, the retired PMI will be trained to produce and market their business as their survival mechanism. Keywords: survival mechanism, former Indonesian migrant workers, micro small and medium enterprise Abstrak Sejak ditetapkan pandemi COVID-19 oleh WHO pada tanggal 1 Desember 2019, menjadi kelompok pertama yang diberhentikan adalah pekerja migran. Bagi pekerja migran yang diberhentikan salah satu jalan kembali ke negara asal, termasuk Pekerja Migran Indonesia (PMI). Bagi PMI yang berkerja secara undocumented, mereka harus dideportasi. PMI berangkat secara undocumented, terbanyak adalah kabupaten Sampang Madura Jawa Timur. PMI asal Sampang yang dideportasi, sejak COVID 19 berlangsung sebesar 886 orang. Untuk merespon situasi ini maka penelitian peningkatan survival mechanism PMI purna tugas dalam memasarkan produk Usaha Mikro Kecil dan Menengah (UMKM) melalui pemanfaatan media sosial di kabupaten Sampang Madura Jawa Timur memberikan kontribusi untuk kelangsungan hidup mereka. Metode penelitian ini diawali dengan melakukan Focus Group Discussion untuk memetakan kesulitan PMI purna tugas dalam memasarkan produk sehingga dapat menemukan solusi pemasaran yang tepat, terutama melalui pemanfaat media sosial. FGD melibatkan stakeholder dikalangan PMI purna tugas seperti Serikat Buruh Migran Indonesia (SBMI), dinas perindustrian, BP2MI, dinas koperasi, kepala desa, tokoh agama Nahdlatul Ulama (NU) dan karang taruna. Selanjutnya dilakukan indepth interview dan observasi. Tahap terakhir melakukan analisa data yang mengkorelasikan antara data dengan teori yang digunakan dalam mengkaji survival mechanism, yaitu pemberdayaan masyarakat. Hasil penelitian adalah produk kerajinan daur ulang sampah dan keripik, kerupuk serta berbagai jenis makanan dengan pemanfaatan media massa sebagai medium untuk menyebarkan konten pemasaran produk lokal akan dioptimalkan oleh warga, sehingga warga setempat mendapatkan kecukupan informasi yang benar dan bermanfaat sebagai rujukan. Pemanfaatan media massa PMI purna tugas salah satunya membuat aplikasi Shopee. Mereka sudah belajar membuat produk untuk media sosial yang dimulai dengan menyusun naskah video, desain poster pemasaran, dan packaging. Shopee mempunyai berbagai jenis program promo yang dapat dinikmati oleh para pembeli, seperti promo potongan dan gratis ongkir. Dengan demikian, PMI purna tugas akan terlatih untuk memproduk dan memasarkan usaha mereka sebagai survival mechanism mereka. Kata kunci: mekanisme kelangsungan hidup, mantan pekerja migran Indonesia, usaha mikro kecil dan menengah
Background: This program begins with observation on SME of traditional herbal and beverages in Kampung Genteng Candirejo Surabaya. Early observation shows difficulties faced by SME to market their products. Objective: This program is expected to provide information and education about marketing communication strategies for SME of traditional herbal and beverages in Kampung Herbal Candirejo Surabaya. Method: Early observation is to find problems, conducting seminar and workshop, and also evaluating community empowerment. Results: Audiences understand about the impotances of marketing communication and innovation. They also improve their skills in using integrated marketing communication to sell their products to customers. Conclusion: This community service program has achieved its goals.
Hong Kong is listed as one of the most popular countries for Indonesian migrant workers. In 2012, more than 160,000 Indonesian migrant domestic workers (IMDWs) live in Hong Kong, and more than 90% of them are women. Hong Kong is the premium destination for IMDWs because of its moderately higher salaries, good laws and regulations, and its ambience of independence. The IMDWs can also access multiple media platforms, ranging from print media to the Internet. This writing specifically discuss about Indonesian newspaper published in Hong Kong and its relation with migrant activism. The research found that there are four existing Indonesian language newspapers in Hong Kong: Suara, Apa Kabar Plus, Koran Indonesia (KINDO), and Berita Indonesia. Conflicts between newspaper journalists and migrant organizations have affected the newspapers' credibility.The methodology used is ethnography. Fieldwork conducted in Hong Kong Special Administrative Region (SAR) in 2013, 2014 and 2018. Participant observations, in-depth interviews, and focus group discussions were conducted in this research. Despite pros and cons regarding the existence of Indonesian print media in Hong Kong, they have undeniably contributed to the capacity development of IMDWs in Hong Kong. Print media have published a variety of news useful for IMDWs, fulfilling their need not only for information, but also for entertainment. Different positions taken by the newspapers provide choices for IMDWs in accessing relevant information for their needs. The activities performed by journalists have also enriched the IMDWs' experience and access to the knowledge that they need outside of their isolated workplaces. The Indonesian print media provides access for IMDWs to news about their surroundings. The newspapers and magazines function not only as a bridge of information to what is happening in Hong Kong, but they also continually inform the IMDW community. This provides genuine evidence of how a diasporic community can communicate through various channels and utilise those channels to strengthen bonds among the migrants. 241 242Wahyudi & Allmark: "Print media as a migrant advocacy tool: A case of Indonesian language print media in Hong Kong" mereka yang terisolasi. Media cetak Indonesia menyediakan akses untuk IMDW ke berita tentang lingkungan mereka. Koran dan majalah berfungsi tidak hanya sebagai jembatan informasi untuk apa yang terjadi di Hong Kong, tetapi mereka juga terus menginformasikan komunitas IMDW. Ini memberikan bukti nyata bagaimana komunitas diaspora dapat berkomunikasi melalui berbagai saluran dan memanfaatkan saluran tersebut untuk memperkuat ikatan di antara para migran.
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