Komunikasih: Komunikasi Positif Berbasis Empati
by B. S. Wijaya
Abstrak
Komunikasih adalah komunikasi empatik yang menyertakan energi kasih sayang dalam penyampaian pesan sehingga menimbulkan pemahaman yang baik dan benar oleh penerima pesan, serta berefek terciptanya emosi positif yang penuh kasih dan perdamaian di antara para pelaku komunikasi. Komunikasih adalah komunikasi yang tulus, tidak egois, dan konstruktif. Jika negativitas komunikasi dapat ditemui di setiap unsur komunikasi, maka komunikasih pun selalu melibatkan cinta dan kasih sayang di setiap unsur dan tahap proses komunikasi. Komunikator yang penuh kasih selalu mendasari aktivitas komunikasinya dengan niat yang baik dan tulus. Penciptaan makna pesan (encoding) yang dibingkai cinta dan kasih sayang akan menghasilkan pesan-pesan yang baik dan positif. Begitu pula dengan saluran penghantar pesan, baik dalam wujud media, pihak ketiga atau kegiatan yang diliputi nuansa kasih akan terhindar dari gangguan buruk (black noise) dan kekeliruan, baik disengaja maupun tak disengaja. Proses penafsiran makna pesan (decoding) yang melibatkan kasih sayang pun membuat penerima pesan bebas dari prasangka buruk. Sehingga, pesan tersebut menghasilkan efek dan respon positif secara emosional, situasional maupun efek dalam bentuk runtunan komunikasi positif berikutnya. Dengan demikian, konflik negatif, perselisihan dan kekerasan pun dapat dicegah. Ada enam prinsip utama Komunikasih, yakni niat dan tujuan yang baik dan tulus (heartfelt intention and goal), pesan yang konstruktif dan tanpa pamrih (constructive and selfless message), pemaknaan berbasis empatik (empathetic meaning-making), penyampaian pesan dan umpan balik yang welas asih (compassionate delivery and feedback), penggunaan media secara positif (positive media use), dan dampak-dampak yang penuh kasih sayang (affectionate impacts).
KOMUNIKASIH: THE EMPATHY-BASED POSITIVE COMMUNICATION
Komunikasih is empathetic communication that includes the energy of affection and compassion in delivering messages to lead to a good and correct understanding by the recipient of the message, and the effect of creating positive emotions that are full of love and peace among the communicators. Komunikasih is sincere, selfless, and constructive. If communication negativity can be found in every communication element, then Komunikasih always involves love and affection in every element and stage of the communication process. Loving communicators always base their communication activities on good and sincere intentions. Creating meaning of messages (encoding) framed by love and affection will produce good and positive messages. Likewise, with message delivery channels, whether in the form of media, third parties, or activities covered with nuances of love, will avoid black noise and mistakes, whether intentional or unintentional. The process of interpreting the meaning of messages (decoding), which involves affection, also makes the recipient of the message free from prejudice. These messages produce positive emotional, situational, and effectual responses in the next positive communication sequence. Thus, negative conflicts, disputes, and violence can be prevented. There are six main principles in Komunikasih, namely heartfelt intention and goals, constructive and selfless messages, empathetic meaning-making, compassionate delivery and feedback, positive media use, and affectionate impacts.
Read more: KOMUNIKASIH (Communication with Compassion)
How to Cite: Wijaya, B. S. (2015). Komunikasih: Komunikasi Positif Berbasis Empati [Komunikasih as an Empathy-based Positive Communication]. Journal Communication Spectrum, 5(2), 147-166. https://doi.org/10.36782/jcs.v5i2.2019
IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS
B. S. Wijaya, Muchsin Saggaff Shihab, Sheila Ayu Wijaya, Dudi Rudianto, & Annie Sugandi
Abstract
Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying.
Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software.
Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding.
Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers.
Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.
Read more: In-Store Brand Communication
Cite this article: Wijaya, B. S., Shihab, M. S., Wijaya, S. A., Rudianto, D., & Sugandi, A. (2020). In-Store Brand Communication: When Shelf-Space and Display Seduce Consumers. Humanities and Social Science Reviews, 8(4), 984-998. https://doi.org/10.18510/hssr.2020.8495
Why do people ignore the ‘plastic bag diet’ campaign? An Indonesian consumers perspective
B. S. Wijaya, Prima Mulyasari Agustini, Mirana Hanathasia, Dianingtyas M. Putri & A. H. Sutawidjaya
Abstract
As an effort to minimize the climate change impact, reducing plastic waste is urgently needed. Unfortunately, so far this effort has not yielded maximal results, even though the ‘plastic bag diet’ campaign has been intensified. This paper interrogates the reason why Indonesian consumers/shoppers disregarded and did not even care about the campaign. Using Focus Group Discussion, the authors discussed with two groups of different shoppers, namely the regular shoppers and non-regular shoppers. The discussion is divided into three topics. First, the habit of using plastic shopping bags. Second, awareness of avoiding the use of plastic shopping bags. Third, the possibility to adopt an eco-friendly lifestyle. The results show that both regular and non-regular shopper groups do not mind paying 200IDR for plastic shopping bags because it is financially not detrimental, and they are reluctant to bring their shopping bags. Besides being troublesome, some of the participants also considered it old-fashioned. However, non-regular shoppers tend to have an awareness of environmental preservation better than regular shoppers. Therefore, we conclude several factors that cause consumers to ignore the ‘plastic bag diet’ campaign, including functional, social, cultural, and structural reasons.
Full paper access link: Why do people ignore the ‘plastic bag diet’ campaign?
To cite this article (7th APA Style):
Wijaya, B. S., Agustini, P. M., Hanathasia, M., Putri, D. M. & Sutawidjaya, A. H. (2020). Why Do People Ignore the ‘Plastic Bag Diet’ Campaign? An Indonesian Consumers Perspective. IOP Conference Series: Earth and Environmental Science, 423(1). https://doi.org/10.1088/1755-1315/423/1/012009
Relasi Konsumen dan Merek dalam Dimensi Simbolik, Sosial dan Politik
Oleh: B. S. Wijaya
Abstrak: Oleh Baudrillard (1996), ‘merek’ (‘brand‘) disebut memberi kontribusi bagi masa depan bahasa konsumsi. Kita pun dapat melihat dewasa ini merek menjadi wacana yang mengintrusi hampir segenap sisi kehidupan masyarakat pascamoderen, dan dibahasakan dalam konteks konsumsi secara luas. Hal ini berimplikasi pada konstruksi relasi konsumen dan merek yang bergerak dalam berbagai dimensi pemaknaan yang tidak tunggal. Makalah ini mengkaji secara konseptual bagaimana konstelasi makna relasi konsumen dan merek dalam dimensi simbolik, sosial dan politis. Continue reading
Brand Activation dan Komunikasi Berasa*
Oleh: B. S. Wijaya**
Mengapa sebuah brand perlu diaktivasi? Apanya yang diaktivasi? Apa sebenarnya makna dari aktivasi itu? Kita dapat menelusurinya melalui perubahan paradigma dari rezim komunikasi linier ke komunikasi sebagai budaya (communication as culture) yang menekankan pada kebermaknaan dan keberagaman resepsi pesan. Selama bertahun-tahun, kita ‘dijajah’ oleh asumsi teori jarum suntik yang menganggap pesan yang kita sampaikan melalui media massa akan diterima sama oleh khalayak konsumen. Artinya, media memiliki pengaruh besar dalam membentuk persepsi massa. Maka iklan pun menjadi senjata andalan, karena dianggap paling efektif dalam menyuntikkan pesan-pesan produk ke syaraf preferensi konsumen.
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