Corporate Communication through the Campaign of Consuming Jamu

Roosinda, Fitria Widiyani (2021) Corporate Communication through the Campaign of Consuming Jamu. Jurnal The Messenger, 13 (1). pp. 33-44. ISSN P-ISSN: 2086-1559, E-ISSN: 2527-2810

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Abstract

This research is motivated by the phenomenon of increasing consumption of empon-empon products by the community since the emergence of the Covid-19 pandemic in Indonesia. Empon-empon is ones of jamu (traditional herbal drink) which the ingredients is consisting of ginger, turmeric and other spices. The community believes that empon-empon is able to prevent from Covid-19. This contributes to build simultaneous awareness of the community and ultimately creates a lifestyle of consuming jamu. This situation is used by jamu corporate (Jamu Iboe) to conduct campaigns to drink jamu to increase sales of their products. This study aims to determine the campaign strategy for drinking jamu, how the community responds to the campaign, and what jamu products are most in demand. Qualitative descriptive is the method used in this research by conducting in-depth interviews. This research concludes that jamu corporates carry out their corporate communication program strategies through social media by inviting people to drink jamu and unite to prevent and fight Covid-19. The public response to jamu is very high, compared to before the pandemic. The most popular herbs are ginger, white turmeric, temulawak and sambiloto.

Item Type:	Article
Additional Information:	[Jurnal The Messenger] has been accredited by the Ministry of Research, Technology and Higher Education of the Republic of Indonesia (RISTEKDIKTI), No. 30/E/KPT/2019 (Nov. 11, 2019) as Ranking 2 (SINTA 2)-->Point: 77.25 [Jurnal The Messenger] has been included in Journal Citation Reports 2021 from Clarivate Analytics Web of Science, with Journal Citation Indicator (JCI) 2020 as 31.64 (JCI Percentile), 142/207 (JCI Rank, Category: Communication), in Q3 of JCI Quartile; and also Journal Impact Factor (JIF) Without Self Cites as 0.122 that available at: https://jcr.clarivate.com/jcr/browse-journals
Uncontrolled Keywords:	Corporate Communication, Campaign, Consuming Jamu, Covid-19
Divisions:	Faculty of Social and Politics > Bachelor of Communicatios Studies
Depositing User:	Perpus Ubhara Surabaya
Date Deposited:	17 Nov 2022 03:31
Last Modified:	17 Nov 2022 03:31
URI:	http://eprints.ubhara.ac.id/id/eprint/1531

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