http://repository.president.ac.id/xmlui/handle/123456789/12992 2026-04-07T09:39:37Z 2026-04-07T09:39:37Z Wijaya, Jessica http://repository.president.ac.id/xmlui/handle/123456789/13053 2025-06-23T08:13:05Z 2024-01-01T00:00:00Z

PENGARUH CREATIVE CONTENT DAN LIVE STREAMING TERHADAP PENINGKATAN MINAT BELI GEN Z (ANALISIS TERHADAP PRODUK SKINCARE) Wijaya, Jessica Gen Z adalah generasi yang lahir antara tahun 1997 dan 2012. Generasi ini sangat memperhatikan penampilan dan kesehatan wajah namun menginginkan hasil instan. Selain itu, generasi ini sangat dekat dengan kemajuan teknologi; oleh karena itu, saat ini mengembangkan platform sosial media dan e-commerce untuk bersaing di pasar penjualan skincare dengan target pasar Gen Z. Metode kuantitatif digunakan dalam penelitian ini. Adapun populasi dalam penelitian ini merupakan 174 Gen Z yang secara acak mengisi kuesioner yang telah disebarkan oleh peneliti. Pengujian yang dilakukan dalam penelitian ini digunakan untuk menguji dan mengidentifikasi variabel independen, yang pada penelitian ini adalah Creative Content (X1) dan Live Streaming (X2), dan variabel dependen pada penelitian ini adalah Minat Beli Gen Z (Y). Data yang dikumpulkan dari studi menunjukkan bahwa kreatif konten dan live streaming, baik secara partial maupun simultan, berdampak positif pada variabel dependen, minat beli Gen Z.

2024-01-01T00:00:00Z Putri, Restya Dwi http://repository.president.ac.id/xmlui/handle/123456789/13052 2025-06-23T08:07:52Z 2024-01-01T00:00:00Z

CONTINUITY EDITING AS A METHOD FOR ORGANIZING A NARRATIVE SEQUENTLY IN A DOCUMENTARY "DARI KOPI, KITA BERBICARA" Putri, Restya Dwi The existence of coffee is increasingly popular among people because it is used as a lifestyle and has become an everyday culture. Without us realizing it, coffee can be a medium for non-verbal communication between an individual and another. This research aims to educate the public about coffee through the documentary "Dari Kopi, Kita Berbicara." This research provides an understanding of the application of continuity editing theory as a method for composing narratives sequentially.

2024-01-01T00:00:00Z Faramida, Imit http://repository.president.ac.id/xmlui/handle/123456789/13051 2025-06-23T08:00:39Z 2024-01-01T00:00:00Z

COSTUME COLOR ARRANGEMENT AS A REPRESENTATION OF LUNA'S CHARACTER'S CONSTRAINTS IN THE FILM "LIFE IN A FISHBOWL" Faramida, Imit In the process of making a film, the Art Director has an important role in realizing the script in visual form through costumes, sets, props, makeup, and hairdo. Life In A Fishbowl is a short film in the family drama genre with the theme of child exploitation. This film tells the story of a young Influencer who experiences constraints because he is forced to pay debts by his parents. The colors displayed in the film Life In A Fishbowl will depict the atmosphere of constraints experienced by the character Luna which will be represented through the costume.

2024-01-01T00:00:00Z Nugroho, Safira Luthfiyyana http://repository.president.ac.id/xmlui/handle/123456789/13050 2025-06-23T07:58:22Z 2024-01-01T00:00:00Z

BEAN SPOT MARKETING COMMUNICATION TACTICS ANALYSIS USING INTEGRATED MARKETING COMMUNICATION (IMC) TOOLS Nugroho, Safira Luthfiyyana In the dynamic world of specialty coffee retail, establishing and increasing brand awareness is critical for long-term growth and competitive advantage. This study focuses on the marketing communication tactics used by Bean Spot, Alfamart's coffee corner, with a particular emphasis on their usage of Integrated Marketing Communication (IMC) tools. IMC combines multiple promotional components to convey a consistent and effective message to target consumers. This study conducts a thorough examination of how Bean Spot strategically uses IMC tactics such as social media marketing, direct marketing, and sales promotion to effectively enhance brand visibility among consumers. The study includes qualitative approaches, including in-depth interviews with marketing communication professionals and Bean Spot customers. The findings provide insights into the effectiveness of IMC methods in improving Bean Spot's brand visibility, customer engagement, and sales. Both offline and online media, such as print and Instagram, have a significant impact on brand awareness. The thesis contributes to a better knowledge of marketing communication utilizing IMC in the specialty coffee corner business and makes practical advice for that brand looking to optimize their marketing communication efforts to increase brand awareness in competitive markets.

2024-01-01T00:00:00Z