Corporate Communication through the Campaign of Consuming Jamu

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....

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Autor principal:	Fitria Widiyani Roosinda
Formato:	article
Lenguaje:	EN ID
Publicado:	Universitas Semarang 2021
Materias:	corporate communication, campaign, consuming jamu, covid-19 Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/98dbe47664ee42619571000753b9adfa
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id	oai:doaj.org-article:98dbe47664ee42619571000753b9adfa
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spelling	oai:doaj.org-article:98dbe47664ee42619571000753b9adfa2021-11-10T15:10:48ZCorporate Communication through the Campaign of Consuming Jamu2086-15592527-281010.26623/themessenger.v13i1.2245https://doaj.org/article/98dbe47664ee42619571000753b9adfa2021-09-01T00:00:00Zhttps://journals.usm.ac.id/index.php/the-messenger/article/view/2245https://doaj.org/toc/2086-1559https://doaj.org/toc/2527-2810This 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.Fitria Widiyani RoosindaUniversitas Semarangarticlecorporate communication, campaign, consuming jamu, covid-19Communication. Mass mediaP87-96ENIDJurnal the Messenger, Vol 13, Iss 1, Pp 33-44 (2021)
institution	DOAJ
collection	DOAJ
language	EN ID
topic	corporate communication, campaign, consuming jamu, covid-19 Communication. Mass media P87-96
spellingShingle	corporate communication, campaign, consuming jamu, covid-19 Communication. Mass media P87-96 Fitria Widiyani Roosinda Corporate Communication through the Campaign of Consuming Jamu
description	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.
format	article
author	Fitria Widiyani Roosinda
author_facet	Fitria Widiyani Roosinda
author_sort	Fitria Widiyani Roosinda
title	Corporate Communication through the Campaign of Consuming Jamu
title_short	Corporate Communication through the Campaign of Consuming Jamu
title_full	Corporate Communication through the Campaign of Consuming Jamu
title_fullStr	Corporate Communication through the Campaign of Consuming Jamu
title_full_unstemmed	Corporate Communication through the Campaign of Consuming Jamu
title_sort	corporate communication through the campaign of consuming jamu
publisher	Universitas Semarang
publishDate	2021
url	https://doaj.org/article/98dbe47664ee42619571000753b9adfa
work_keys_str_mv	AT fitriawidiyaniroosinda corporatecommunicationthroughthecampaignofconsumingjamu
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Corporate Communication through the Campaign of Consuming Jamu

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