{"id":"https://openalex.org/W7225417769","doi":"https://doi.org/10.63822/v0rmhp13","title":"Praktik Komunikasi Pemasaran Pelaku Usaha pada Festival Ahad di Kota Lhokseumawe","display_name":"Praktik Komunikasi Pemasaran Pelaku Usaha pada Festival Ahad di Kota Lhokseumawe","publication_year":2026,"publication_date":"2026-11-07","ids":{"openalex":"https://openalex.org/W7225417769","doi":"https://doi.org/10.63822/v0rmhp13"},"language":"en","primary_location":{"id":"pmh:oai:ojs2.indojurnal.com:article/5383","doi":"https://doi.org/10.63822/v0rmhp13","is_oa":true,"landing_page_url":"https://indojurnal.com/index.php/jisoh/article/view/5383","pdf_url":"https://indojurnal.com/index.php/jisoh/article/download/5383/4678","source":{"id":"https://openalex.org/S7407075380","display_name":"Jurnal Ilmu Sosial dan Humaniora","issn_l":"3090-1367","issn":["3090-1367","3090-174X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.63822/aa29jc65","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://indojurnal.com/index.php/jisoh/article/download/5383/4678","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5094109308","display_name":"Mela Anggraini","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I3130850664","display_name":"Malikussaleh University","ror":"https://ror.org/03c21xx79","country_code":"ID","type":"education","lineage":["https://openalex.org/I3130850664"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Anggraini, Mela","raw_affiliation_strings":["Universitas Malikussaleh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Malikussaleh","institution_ids":["https://openalex.org/I3130850664"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5154889372","display_name":"Deddy Satria M","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Satria M., Deddy","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5146463819","display_name":"Asmaul Husna","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I3130850664","display_name":"Malikussaleh University","ror":"https://ror.org/03c21xx79","country_code":"ID","type":"education","lineage":["https://openalex.org/I3130850664"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Husna, Asmaul","raw_affiliation_strings":["Universitas Malikussaleh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Malikussaleh","institution_ids":["https://openalex.org/I3130850664"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5161070747","display_name":"Ainol Mardhiah","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I3130850664","display_name":"Malikussaleh University","ror":"https://ror.org/03c21xx79","country_code":"ID","type":"education","lineage":["https://openalex.org/I3130850664"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Mardhiah, Ainol","raw_affiliation_strings":["Universitas Malikussaleh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Malikussaleh","institution_ids":["https://openalex.org/I3130850664"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5034480435","display_name":"Teuku Muzaffarsyah","orcid":"https://orcid.org/0000-0002-5047-009X","observed_orcids":["https://orcid.org/0000-0002-5047-009X"]},"institutions":[{"id":"https://openalex.org/I3130850664","display_name":"Malikussaleh University","ror":"https://ror.org/03c21xx79","country_code":"ID","type":"education","lineage":["https://openalex.org/I3130850664"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Muzaffarsyah, Teuku","raw_affiliation_strings":["Universitas Malikussaleh"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Malikussaleh","institution_ids":["https://openalex.org/I3130850664"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5570999979972839,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5570999979972839,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.42899999022483826,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.0071000000461936,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.9940000176429749},{"id":"https://openalex.org/keywords/local-festivals","display_name":"local festivals","score":0.48100000619888306},{"id":"https://openalex.org/keywords/micro-small-and-medium-enterprises","display_name":"micro, small and medium enterprises","score":0.9279999732971191},{"id":"https://openalex.org/keywords/aida-model","display_name":"AIDA model","score":0.746999979019165},{"id":"https://openalex.org/keywords/customer-acquisition","display_name":"customer acquisition","score":0.6499999761581421},{"id":"https://openalex.org/keywords/direct-marketing","display_name":"direct marketing","score":0.460999995470047},{"id":"https://openalex.org/keywords/digital-media-marketing","display_name":"digital media marketing","score":0.6209999918937683},{"id":"https://openalex.org/keywords/word-of-mouth","display_name":"word of mouth","score":0.7329999804496765},{"id":"https://openalex.org/keywords/lhokseumawe","display_name":"Lhokseumawe","score":0.847000002861023}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.7177000045776367},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.453900009393692},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.29089999198913574},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.288100004196167},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.266400009393692},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.2304999977350235},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.19020000100135803},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.18230000138282776},{"id":"https://openalex.org/C163258240","wikidata":"https://www.wikidata.org/wiki/Q25342","display_name":"Power (physics)","level":2,"score":0.16830000281333923},{"id":"https://openalex.org/C2983467063","wikidata":"https://www.wikidata.org/wiki/Q378604","display_name":"Media arts","level":2,"score":0.1657000035047531}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:ojs2.indojurnal.com:article/5383","doi":"https://doi.org/10.63822/v0rmhp13","is_oa":true,"landing_page_url":"https://indojurnal.com/index.php/jisoh/article/view/5383","pdf_url":"https://indojurnal.com/index.php/jisoh/article/download/5383/4678","source":{"id":"https://openalex.org/S7407075380","display_name":"Jurnal Ilmu Sosial dan Humaniora","issn_l":"3090-1367","issn":["3090-1367","3090-174X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.63822/aa29jc65","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:ojs2.indojurnal.com:article/5383","doi":"https://doi.org/10.63822/v0rmhp13","is_oa":true,"landing_page_url":"https://indojurnal.com/index.php/jisoh/article/view/5383","pdf_url":"https://indojurnal.com/index.php/jisoh/article/download/5383/4678","source":{"id":"https://openalex.org/S7407075380","display_name":"Jurnal Ilmu Sosial dan Humaniora","issn_l":"3090-1367","issn":["3090-1367","3090-174X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.63822/aa29jc65","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7225417769.pdf","grobid_xml":"https://content.openalex.org/works/W7225417769.grobid-xml"},"referenced_works_count":6,"referenced_works":["https://openalex.org/W4402199493","https://openalex.org/W4409467159","https://openalex.org/W4409827124","https://openalex.org/W4412037173","https://openalex.org/W7154582746","https://openalex.org/W7216532935"],"related_works":["https://openalex.org/W7225195708","https://openalex.org/W7220299351","https://openalex.org/W7216847860","https://openalex.org/W7011004428","https://openalex.org/W4382991190","https://openalex.org/W7216331212","https://openalex.org/W7224131047","https://openalex.org/W7216613800","https://openalex.org/W4412162835","https://openalex.org/W7220471676"],"abstract_inverted_index":{"Kegiatan":[0],"festival":[1,164],"lokal":[2],"menjadi":[3],"ruang":[4],"bagi":[5],"pelaku":[6,35,69],"Usaha":[7],"Mikro,":[8],"Kecil,":[9],"dan":[10,30,71,87,101,120,133,149,172,192],"Menengah":[11],"(UMKM)":[12],"untuk":[13,28],"memperkenalkan":[14],"produk":[15],"serta":[16,40,99],"membangun":[17],"interaksi":[18],"langsung":[19,112,126],"dengan":[20,55,195],"konsumen":[21,39,73,153],"melalui":[22,76,82,91,113,128],"komunikasi":[23,33,108,134,183,187],"pemasaran.":[24],"Penelitian":[25,50,178],"ini":[26,51,179],"bertujuan":[27],"mendeskripsikan":[29],"menganalisis":[31],"praktik":[32,142],"pemasaran":[34,109,184],"usaha":[36],"dalam":[37],"menarik":[38],"mengidentifikasi":[41],"hambatan":[42],"yang":[43,62,74,160,165,175],"dihadapi":[44],"di":[45],"Festival":[46],"Ahad":[47],"Kota":[48],"Lhokseumawe.":[49],"menggunakan":[52],"pendekatan":[53],"kualitatif":[54],"metode":[56],"deskriptif.":[57],"Informan":[58],"berjumlah":[59],"15":[60],"orang":[61],"terdiri":[63],"atas":[64],"satu":[65],"pengelola":[66],"festival,":[67],"sembilan":[68],"usaha,":[70,168],"lima":[72],"dipilih":[75],"teknik":[77],"purposive":[78],"sampling.":[79],"Data":[80],"dikumpulkan":[81],"wawancara":[83],"mendalam,":[84],"observasi":[85],"langsung,":[86,188],"dokumentasi,":[88],"kemudian":[89],"dianalisis":[90],"tahapan":[92,145],"pengumpulan":[93],"data,":[94,96,98],"reduksi":[95],"penyajian":[97],"verifikasi":[100],"penarikan":[102],"kesimpulan.":[103],"Hasil":[104],"penelitian":[105],"menunjukkan":[106],"bahwa":[107,181],"dilakukan":[110,127],"secara":[111,157],"penawaran":[114],"produk,":[115],"penggunaan":[116],"banner,":[117],"penyampaian":[118],"informasi,":[119],"pelayanan":[121],"kepada":[122],"konsumen.":[123,197],"Komunikasi":[124],"tidak":[125,154],"Instagram,":[129],"TikTok,":[130],"Facebook,":[131],"WhatsApp,":[132],"dari":[135],"mulut":[136],"ke":[137],"mulut.":[138],"Berdasarkan":[139],"model":[140],"AIDA,":[141],"tersebut":[143],"mencakup":[144],"Attention,":[146],"Interest,":[147],"Desire,":[148],"Action,":[150],"meskipun":[151],"respons":[152],"selalu":[155],"berlangsung":[156],"berurutan.":[158],"Hambatan":[159],"ditemukan":[161],"meliputi":[162],"kondisi":[163],"ramai,":[166],"persaingan":[167],"keterbatasan":[169],"kemampuan":[170],"teknologi,":[171],"jangkauan":[173],"promosi":[174],"belum":[176],"merata.":[177],"menyimpulkan":[180],"efektivitas":[182],"memerlukan":[185],"perpaduan":[186],"pemanfaatan":[189],"media":[190],"digital,":[191],"penyesuaian":[193],"strategi":[194],"karakteristik":[196]},"counts_by_year":[],"updated_date":"2026-11-08T12:12:28.789561","created_date":"2026-11-07T00:00:00"}
