Mercu Buana International Conference on Communication Science (MICOCS)
Proceeding Title : Mercu Buana International Conference on Communication Science Initials : MICOCS ISSN Online : 3124-4351 ISSN Print : <!--a title="P-ISSN BISMA" href="https://issn.brin.go.id/terbit/detail/20240325321575143" target="_blank" rel="noopener">3047-2261</a--> Frequency : Annually (One times a year on July) Chief Editor : Dr. Heri Budianto, M.Si DOI Prefix : 10.22441/micocs OAI : https://proceeding.mercubuana.ac.id/index.php/micocs/oai Publisher : Universitas Mercu Buana Citation Analysis : Indexing :
Integration of Corporate Communication and MarketingCommunication in Strengthening the Corporate Image of Penta Books,an Import Book Distributor
This research investigates the strategic integration of marketing communication and corporate communication within a leading educational book distribution company in Indonesia, PT. Penta Inti Edukasi. The research question addresses how these two forms of communication are integrated to support the company's brand image and strategic objectives. Utilizing in-depth interviews, the study explores the perceptions and practices of key stakeholders, including the CEO and the marketing team. The findings reveal that the integration of marketing and corporate communications not only strengthens market positioning but also enhances relationships with stakeholders. This study provides new insights into the implementation of integrated communication in the education sector, illustrating how both complement each other to support educational advancement through high-quality educational material provision. The conclusion of this study underscores the importance of synergy between marketing narratives and corporate values in building a sustainable reputation and trust.
Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)
Empowerment Communication in the Developmentof Pampang Cultural Tourism Village
Pampang Village is the sole cultural tourism destination in Samarinda, East Kalimantan. The spot attracts visitors by exhibiting the social customs and traditions of the Dayak Kenyah group. Nonetheless, despite its classification as a tourist village and considerable backing from local authorities and other stakeholders, Pampang Village has not yet emerged as a viable economic catalyst for East Kalimantan. This study employs empowerment communication and participatory communication as umbrella theories to examine the multidimensional and multisectoral nature of tourism, necessitating collaboration and involvement to attain sustainable tourism objectives. This study employs a descriptive qualitative methodology via a literature review, compiling diverse sources of literature and secondary data pertinent to the development of Pampang Cultural Village, empowerment, and participatory communication from an array of news articles, journal publications, books, and research reports. The research indicates that the establishment of Pampang Cultural Village has not yet identified an appropriate strategy to convert it into a tourism sector that may bolster the regional economy of East Kalimantan. The obstacles in tourism development involve not only the improvement of tourism infrastructure but also the engagement of the community as active contributors in the tourism process.
Optimizing Tiktok Social Media as a Means ofSocial Media Entrepreneurship(Descriptive Study on Makeup Artist Aldira @Makeupbyaldira)
This research analyzes Social Media Entrepreneurship on the TikTok account of Aldira Sita, who is a young makeup artist (MUA) who is famous on TikTok with the account name @makeupbyaldira. Aldira has 46.1 K followers and 1.6 M likes. This research also wants to understand Social Media Entrepreneurship from the perspective of Social Construction of Technology. Before the existence of TikTok social media, it was difficult for an MUA named Aldira Sita to develop her MUA business due to the lack of dissemination of information, but after Aldira Sita used TikTok social media, her MUA business was able to develop as expected. TikTok social media made him famous from the content he uploaded. This content is what makes Aldira Sita often get MUA jobs. The aim of the research is to find out the process of Social Media Entrepreneurship on Aldira Sita's TikTok account which makes it develop as expected so that she gets a make-up job and find out Social Media Entrepreneurship on Aldira Sita's TikTok account from the perspective of Social Construction of Technology. The approach used in this research uses a constructivist paradigm with a case study method. Data collection in this research used in-depth interview techniques. The informant in this research is Aldira Sita and the audience uses Aldira's MUA services because they are interested after watching her videos on TikTok. The relationship between the researcher and reality must be interactive, for this reason the principle of triangulation is used, namely triangulation of sources, triangulation of data collection techniques, and time. The research results show that social media entrepreneurship is built through three infrastructures, including internet access, innovation and brilliant ideas. Tiktok social media can also be used as a means of business promotion and seeking information, including MUA content. MUA Ardila's social media entrepreneurship on TikTok social media is seen from the perspective of Social Construction of Technology, it can be implemented that an individual in certain social circumstances uses TikTok as a means to share MUA video content. Seeing profitable opportunities on Tiktok, this social group then turned it into a platform that generates profits through the MUA video content it uploads. Professions that can be developed from social media entrepreneurship on Tiktok social media are content creator, makeup artist (MUA), MUA Course, Affiliate, and Live Tiktok.
Social Construction of Technology (SCOT)
Analysis Of Communication Strategies In Developing Halal Tourism InMalang District: Case Study In Jatim Park
The large number of Indonesian people consisting of various tribes means that Indonesia has very rich local wisdom. This wealth, which has been recognized by UNESCO, is one of Indonesia's attractions in the eyes of the world, thus having an impact on increasing foreign Muslim tourists to Indonesia, especially to the Malang area. According to data in 2018-2022, there were a total of 17 thousand foreign tourists and 20 million local tourists who visited Malang Regency. This research aims to analyze the communication strategies used in developing halal tourism in Malang Regency, with a focus on the case study of Jatim Park. Jatim Park was chosen because it is one of the main tourist destinations in the area, with a record number of visitors in 2023 reaching an average of 20 thousand to 25 thousand tourists per day.
Beauty Influencer Strategy FoMO (Fear of Missing Out)in Carrying out the Tiktok Challenge : Jharna Bagwani Tiktok CaseStudy #barbiegirlchallenge
This research discusses the strategies of beauty influencers in overcoming the FoMO (Fear of Missing Out) phenomenon through social media TikTok, especially by taking part in the #BarbieGirlChallenge challenge created by Jharna Bhagwani. The FoMO phenomenon arises from the behavior of comparing oneself with others by social media users. The fear of missing out on information or trends motivates beauty influencers to continue being creative to attract the attention of TikTok users and get more followers. This research aims to understand the meaning of behavior that occurs as a result of FoMO and how FoMO shapes the motivation of beauty influencers. The method used is qualitative research with a phenomenological approach. The research informants are beauty influencers who have taken part in the #BarbieGirlChallenge. The data collection technique was through observation of informants' TikTok accounts, in-depth interviews, and video documentation of the challenges they participated in. The research results show that FoMO motivates beauty influencers to continue to be creative in order to attract audience attention and gain profits from their TikTok accounts.
Representation of Women's Self-Acceptance of Beautyin the Music Video "Tutur Batin" Yura Yunita:Semiotic Analysis Of Roland Barthes
The concept of beauty that is developing in Indonesian culture today is a concept of beauty that has been constructed by the media. As beautiful is a woman who has pure white skin, long black hair, a slim body and a smooth face. The emergence of this stereotype causes women to lose self-confidence in everyday life to give rise to problems such as body shaming, even bullying which can harm mental health. The aim of this research is to understand and uncover the meaning behind the music video Tutur Batin by Yura Yunita which tells the story of the depiction of several women with their problems in everyday life. This researcher uses qualitative methods with a critical paradigm as a research approach and uses Roland Barthes' semiotic analysis methodology which consists of denotative meaning, connotative meaning and myth. The object of this research is a depiction of women's representation of self-acceptance regarding beauty in the music video Tutur Batin by Yura Yunita. The results of the research show that the message of the music video "Tutur Batin" by Yura Yunita tries to invite women to go beyond the myths about beauty that have been shackling women by deconstructing the myth of beauty by conveying a message. Self love to foster a sense of gratitude for one's own situation, foster a sense of love for oneself, provide encouragement and increase appreciation for oneself so that a sense of self-confidence is created and gives rise to another meaning or concept of "beautiful", which is called inner beauty.
The Effectiveness of Instagram Social Media as an InformationPlatform: Survey on Followers of Instagram Account @INDOZONE.ID
The research titled "The Effectiveness of Instagram Social Media as an Information Medium (Survey on @Indozone.id Instagram Account Followers)" explores the significant role of Instagram @Indozone.id in today's digital era. Recognizing its importance as a visual information hub for millennials and Gen Z, the account utilizes attention-grabbing taglines like #KAMUHARUSTAU and maximizes Instagram features, becoming a crucial factor in Citizen Journalism development. Grounded in the Honeycomb theory, the study adopts a positivist approach with quantitative methods, employing a survey methodology with 100 @Indozone.Id followers as the sample. Data analysis, utilizing a Likert Summating Rating (LSR) scale, reveals a high effectiveness score of 7.654 out of 20 questionnaire items. The conclusion drawn is that Instagram @Indozone.id effectively delivers relevant and beneficial information, contributing to Citizen Journalism in social media. This study underscores the importance of leveraging social media for information dissemination in today's digital age, providing a robust understanding of Instagram @Indozone.id's role in this realm.
Ethnography Communication the Use of Betawi Language and Culturein Jakarta, Bogor, Depok, and Bekasi Environments
The Betawi dialect of the Malay language and its culture have experienced extinction in several areas in Jakarta due to the loss of land and the people who are the perpetrators of the language and culture of the people. What happened is the basis for further research on current language and culture. With the spirit of regional regulation number 4 of 2015 as a legal umbrella and policy to preserve Betawi culture. This research aims to determine the use of the Betawi language and Betawi culture among the younger generation of the Betawi tribe in the Jakarta, Bogor, Depok, and Bekasi environments. The research method in this research uses a qualitative approach using ethnographic communication methods as the basis of the research, which is a study of the communication patterns of a cultural community. Based on the results of this research, a qualitative approach using ethnographic methods of communication as the basis of the research is a study of the communication patterns of a cultural community. Interaction units are necessary to study communicative behavior in speech communities. The intensity of use of the Betawi language for the younger generation is low, but several vocabularies are used with low intensity. In terms of culture, some still use it, such as at weddings, but many do not use it for limited funds and time. With the results of this research, it is hoped that the younger generation of the Betawi tribe can preserve the Betawi language and culture.
Online Shop Marketing Communication For Building ConsumerLoyalty: On An Amateur-Belonging To Gen Z Scale
The online shop business has become pop culture, and many Gen Z are trying to start an online shop business, as did the owner of the online shop business account, Shark. Jkt. Even though they are still amateurs, they have made a profit and survived since opening in 2020 amid the Covid-19 pandemic. Of course, it is difficult to build online shop consumer loyalty amidst the rise of online shop businesses because consumers can easily compare products in one shop with other shops. What is the marketing communication model for amateur-level Gen Z online shops like Shark.Jkt to build consumer loyalty? With the hope that it can become a role model for similar businesses. This research is qualitative and carried out using an intrinsic case study method in a constructivist paradigm. The results are: One, they only sell certain accessory products that are considered cheap and trending; Two, they carry out a content marketing strategy with creative promotions in various well-known marketplaces (Shopee and Lazada), as well as through social media; Three, occasionally collaborate with influencers when carrying out live promotions; Four, carry out product QC before sending; Five, building a solid identity through distinctive store design on every store display and social media; Six, customers who checkout in live streaming are given freebies, and additional gifts for purchases of a specified amount; Seven, motivate consumers by sharing comfortable shopping experiences from fellow consumers.
The Role of Beauty in Political Marketing:A Case Study of Kondang Kusumaning Ayu’s 2024 East Java RegionalRepresentative Board Win
This research discusses the role of beauty as a political marketing strategy in Kondang Kusumaning Ayu's victory in the East Java Regional Representative Board election. The main objective of this research is to analyze beauty as a factor influencing public perception and garnering voter support in a political context. The hope of the researcher is that this study can provide an understanding of how visual aspects like beauty in today's era can be a political marketing strategy and contribute to the success of candidates in local political contexts. Practically, this research provides a guide for political candidates and campaign teams in developing effective political marketing strategies by considering visually appealing aspects for voters. The methodology used is qualitative analysis through a case study of Kondang Kusumaning Ayu's political campaign in the 2024 East Java Regional Representative Board election and media analysis related to voter responses to beauty images in politics. The research findings indicate that beauty plays a significant role in influencing public perception and gaining voter support. Kondang Kusumaning Ayu's victory in the East Java Regional Representative Board election highlights the importance of political marketing strategies that combine visual aspects and political messages relevant to voters' needs in political competition.
Technology Adaptation Process on E-Office Applicationof INTRA BRIN (2022-2023)
INTRA is an e-office application used by employees at BRIN. Employees use applications that contain special menus to carry out daily tasks. The aim of this research is to find out the innovation diffusion process and what menus are used by employees in the application. The theories of organizational communication, technology adoption, and diffusion of innovation are used in this research as a theoretical framework. The research approach used is qualitative with a post-positivist paradigm and the method used is a case study starting from 2022 to 2023. Researchers conducted interviews with informants, namely employees who use the INTRA application. The research results are that the employees interviewed require different amounts of time in the process of using the INTRA application and it depends on the device used and the employee's education level. Apart from that, not all employees use all the features of the application and it depends on the type and work needs of the employees. The conclusion of this research is that the adoption of e-office applications used by BRIN employees has been successfully implemented even though it sometimes experiences problems such as application systems that suddenly cannot be used when employees need them or internet network disruptions occur.
The Influence of Blackpink as Oreo Brand Ambassador on ConsumerPurchase Interest: Survey of Oreo Instagram Followers@oreo_indonesia
A brand ambassador is one of the artists chosen by the company to represent the company's products. The use of brand ambassadors is considered effective because it can increase consumer buying interest in a product. Therefore, researchers are interested in examining whether there is an influence of using Blackpink as an Oreo brand ambassador on consumer purchasing interest. This research aims to measure and explain the influence of Blackpink as the Oreo brand ambassador on consumers' purchasing interest in Oreo X Blackpink. The research method used is quantitative research with a variant of the survey method on followers on Instagram @oreo_indonesia. From a population of 99,000 Oreo Instagram followers, a sample of 100 people was taken. The sample was determined using a non-probability sampling technique, namely purposive sampling (consideration sample) using the Yamane formula. The instrument used was a questionnaire. The data analysis techniques used are correlation coefficient analysis, coefficient of determination analysis, and simple linear regression analysis. To test the hypothesis, use the t-test and f- test. The research results showed that there is a significant influence between Blackpink as the Oreo Brand Ambassador of 20% on Consumer Purchase Interest, while the other 80% is influenced by other factors.
Rural Tourism Development Through Social Media DestinationBranding: A Case Study of Kare Tourism Village
Rural tourism often offers unique experiences related to the psychological aspects of tourists, so this uniqueness becomes its attraction. However, the development of rural tourism is still minimal, especially in destination branding efforts, resulting in a lack of a strong brand identity that is not visible to potential tourists. In recent years, the emergence of social media platforms has revolutionized destination branding strategies, offering unique opportunities for rural destinations to showcase their distinct attractions. However, there remains a gap in understanding how social media can effectively contribute to rural tourism development and destination branding. This study aims to identify the proper social media destination branding strategy for Kare Tourism Village in Madiun Regency using SWOT analysis. This village was chosen because it has extraordinary natural tourism potential, even included in the Top 10 Tourism Villages in the archipelago. However, its exoticism is not widely recognized by the public. Data shows a significant decrease in the number of tourists from 2022 to 2023. Through a case study of this village, this research is organized by in-depth interviews with key informants and a study of supporting literature. This study comprehensively evaluates the weaknesses in the destination branding of Kare Tourism Village and how to enhance it. The results of this study can be used by stakeholders and the government to develop sustainable tourism villages through social media destination branding strategies.
Social Media Instagram Solo Safari as an Iconic Image Tourismin Information and Entertainment Media
As a tourism icon in Solo, in order to maintain its image among the people, Solo Safari builds interaction relationships through social media strategies, namely Instagram. The aim of this research is to find out how the social media strategy is implemented by solo safari.id account is used to disseminate information to the audience and find out how much influence it has on the quality of communication relations with the public. This research uses a content analysis method with a qualitative approach and a critical paradigm with theoretical analysis of social media strategy in the book The Social Media Bible: Tactics, Tools & Strategies For Business Success, proposed by Lon Safko and David K. Brake. The results of this research show that from January 2023, the creation of the Instagram account @solosafari.id until December 14, 2023, presents various content that implements the four pillars of social media strategy. Implementation of the entertainment pillar delivered through games or challenges, implementation of the collaboration pillar delivered through collaborative activities with brands, implementation of the education pillar delivered with knowledge about animals, implementation of the information pillar delivered through tour content and activities at Solo Safari.
Crisis Management in Public Relations Directorat General of WaterResources Ministry of Public Works and Housingin Facing the El Nino Phenomenon in Indonesia
In 2023, Indonesia faced a critical El Niño-induced drought, causing severe water shortages, agricultural failure, and rising public dissatisfaction. This research examines the crisis management and communication strategies employed by the Public Relations (PR) department of the Directorate General of Water Resources (DGWR) under the Ministry of Public Works and Public Housing (PUPR). As the primary authority for national water management under Law No. 7 of 2004, the Ministry faced immense pressure to mitigate the adverse impacts of shrinking reservoirs and urban water crises. Using a qualitative approach, this study analyzes how the DGWR implemented an integrated crisis management framework, encompassing adaptive policy-making, infrastructure development, and multi-stakeholder coordination. Central to this effort was the strategic role of PR in disseminating transparent, accurate information to counter negative public assumptions and restore institutional trust. Rooted in Coombs’ crisis management theory and communication planning models, the findings highlight that a holistic approach which integrating technical solutions with effective public messaging that is vital for building resilience. The study concludes that the DGWR’s PR serves as a critical liaison between the government and the public, transforming complex crisis responses into clear narratives that secure public support and maintain political stability during environmental emergencies.
The Role of Public Relations of the Lembata Regency General ElectionCommission in Increasing Community Participationin the 2024 Election
Public relations plays the role of providing information so that it can be well received and understood by the public, this is useful for avoiding misunderstandings in reviewing information. In organizations and government institutions, conveying appropriate information to the public always has a positive impact both on the institution and the public interest. The focus of the research lies in the communication implemented by Lembata Regency KPU public relations in carrying out its role in building awareness, providing clear information, and stimulating active community involvement. The data collection technique in this research used semi-structured interviews using purposive sampling techniques. The data collection method is primary data obtained directly from research objects and subjects by conducting interviews with the Lembata Regency KPU, also using secondary data obtained from the required Lembata Regency KPU documents. The research results show that Lembata Regency KPU Public Relations has an important role by carrying out communication strategies in conveying information related to the Election. Communication strategies involve the use of mass media, social media, and outreach activities to reach target audiences in an effective way. Through an in-depth understanding of the role of Lembata Regency KPU Public Relations, this research is expected to provide useful insights for development in carrying out its role as public relations and have an impact on increasing community participation in each election.
Building A Coffee Shop's Brand ImageThrough Visual Communication Design: The Role of Coffee Cup Design
Coffee shops are a growing industry in Indonesia that serve quality coffee and create a comfortable environment for customers. Beverage cup design plays an important role in shaping the identity of a coffee shop. This research examines visual communication design on coffee cups in Aceh coffee shops. The aim of this research is to explain how the cup design in coffee shops in Aceh may build the brand image of the coffee shops themselves. Interview techniques are used to collect data in this qualitative research. The results of the study show that the design of a beverage cup is not just a serving container that carries the name of a coffee shop, but can also create a strong brand identity for a coffee shop, create a positive image, and distinguish the characteristics of the coffee shop. If the displayed cup design is creative and attractive, then the coffee cup design in a coffee shop can strengthen its brand image. Thus, the coffee cup design can attract consumers and win the competition in a competitive market.
The Construction of Social Media Realityin The Social Dilemma Film (2020)
This research explores the construction of social media reality in the documentary film "The Social Dilemma" by applying Robert N. Entman's framing theory. With a focus on descriptive qualitative approach, the study aims to understand how the film presents, constructs, and conveys the reality of social media usage. Framing analysis involves four main concepts: defining problems, diagnosing causes, making moral judgments, and treatment recommendations. The findings highlight that the film sharply emphasizes the negative impact of social media polarization, especially concerning information uncertainty and the risk of misinformation, using narrative and dramatization. The film summarizes concrete solutions, including reducing notifications, disabling applications, and limiting screen time, to address the adverse effects of social media. Thus, this research provides profound insights into the construction of social media reality and underscores the urgency of regulating and ethically evaluating algorithms in digital technology.
Social Media and Culture in the Context of Early Marriageon Nias Island
This study aimed to explore the influence of social media, in this case Instagram, and patriarchal culture towards the desire for early marriage among Nias adolescents. The method used in this research is quantitative research method with correlational approach and regression analysis. Primary data was collected through questionnaires and secondary data from previous literature studies. The results of the regression analysis showed a significant influence between the use of Instagram and patriarchal culture on the desire to marry early among adolescents in the Nias tribe. The use of Instagram provides easier access for adolescents to communicate and find partners, which in turn can influence their desire to marry early. Meanwhile, the strong patriarchal culture on Nias Island also plays an important role in determining marriage decisions, where the role of men in the family and arranged marriage customs influence the process. The implication of this research is the importance of paying attention to the role of social media and patriarchal culture in the context of early marriage decisions, as well as its relevance in the context of culture and development policy. This research is expected to contribute to the development of science,especially in the fields of communication,anthropology, and gender equality studies. The results of this research are expected to serve as a reference for the government and related agencies in designing programs and policies related to early marriage, so that they can have a positive
Creative Communication:Marketing Public Relations Strategy In Sayurbox
Start-up companies have emerged driven by advances in information technology. The company has a fast and dynamic pattern of change in running its business and is always required to make continuous improvements to company activities to improve existence. Sayurbox is a start-up company engaged in providing vegetables and fruits comfortably through websites and mobile applications that can maintain its existence where many similar start-up companies have fallen. Marketing Public Relations (MPR) is part of the overall marketing strategy of a company as a liaison between the company and consumers and the wider community through the delivery of information, programs and convincing impressions. This research aims to analyze communication strategy of marketing public relations from Sayurbox of maintaining existence. This research methodology uses qualitative research with a case study approach, data is collected through interviews. The results showed that the Public Relations Marketing strategy implementing differentiation strategy with open communication direction on objective and functions. Sayurbox carried out through an independent department function consisting of media relations, digital & public relations. In implementation of marketing public relations Sayurbox use only two strategies: pull strategy and pass strategy. Pull strategy is carried out through activities such as advertising in mass media, activities in digital channel and social media, consumer sales promotion such as shipping free charge, as well as implementation of marketing event such as the Harvest Party Festival. Pass strategy is done through collaboration with several other organizations and through sustainability activities to improve the company's image to customers. Meanwhile, push strategy is not implemented due to nature of business which does not involve distribution channels.
Smartfren’s MPR Model In Building Brand Awareness(Case Study of Smartfren 4G BTS Addition in East Java)
The purpose of this research is to find out how Smartfren's Marketing Public Relations (MPR) model in building brand awareness related to the addition of Smartfren 4G BTS in East Java and to examine the activities in the model. The stages in the Whalen 7-steps Strategic Planning Process concept (situation analysis, objectives, strategy, target, message, tactics, evaluation) were utilized to fully disclose Smartfren's MPR model. This allowed for a thorough analysis that included the planning, implementation, and evaluation processes. The research paradigm used is constructivist with case study method and qualitative approach. The data collection technique consisted of conducting in-depth interviews with informants and non-participant observation as well as studying literature and documents. The data validity technique used is the triangulation technique. The results showed that Smartfren used PESTLE and SWOT techniques in analyzing the situation. The strategy objectives is top of mind awareness. The MPR model applied is a three- way strategy for publication, product experience and sustainability. Target audiences are people aged 11- 45 years, communities, and media. The message used is ‘Sinyal Kuat Smartfren Ada di Sini’. Tactics used are free starter packs, community collaboration programs, media updates, and social media marketing. The evaluation methods used were social media engagement, questionnaires, interviews, and FGDs. The community collaboration programs played an important role in achieving top of mind awareness and winning the Selular Award-Best Social Movement. The shortcomings found were that the MPR strategy program were less publicized on Smartfren's social media, but were rampant on the community's social media.
Communication Creativity for Marketing Services for NewbornDocumentation on BABYOMO.ID to Attract Consumer Buying Interest
Newborn documentation services (newborn baby documentation), only became known at the end of 2018 and will become increasingly popular in 2022, early after the Covid-19 pandemic. This business is included in the creative industry which takes advantage of developments in digitalization technology. Even though it is still new, the development of this business around Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) is running fast, increasingly attractive and competitive. Not tied to age, gender, and creative ideas. In Jabodetabek itself, it is known that there are around fifty newborn documentation services that have appeared. The newborn photo documentation service babyomo.id is an example of one of them. This babyomo.id photo service is not one of the top 5 of mind overall. However, they are still able to attract consumer buying interest. The question arises, what and how is the communication creativity for marketing services for newborn documentation on babyomo.id to attract consumer buying interest? This qualitative research was conducted using an intrinsic case study method in a constructivist paradigm. Primary data was revealed by in-depth interviews and participant observation. The result is that the creativity of marketing communications regarding the 7Ps from the newborn photo documentation service babyomo.id is known, including their message strategy to build consumer awareness, interest, and loyalty. Apart from that, there are also the results of the AISAS, SOSTAC, SWOT, 5S (Sell, Serve, Speak, Save, and Sizzle), SMART, and 3P (Push, Pull, and Push) strategies.
Audience Interpretation Of Instagramm Social Media Content@ipt_trisakti As Promotional Media:Analysis Of Receptions At The Trisakti Tourism Institute
In the digital era, social media, especially Instagram, has become vital in marketing educational institutions such as the Trisakti Tourism Institute (IPT). This research focuses on the audience's interpretation of IPT Trisakti's Instagram content to measure the effectiveness of marketing strategies and positive interactions. It aims to analyse the audience's understanding of Instagram social media content @ipt_trisakti as promotional media and describe and analyse ideological practices in Instagram @ipt_trisakti social media content as promotional media. This research uses a critical paradigm with a qualitative approach. The audience reception research uses Stuart Hall's theory, which is related to encoding and decoding and reception theory. With this theory, the author will see how audiences interpret messages according to the form of audience reading, whether audiences carry out hegemonic reading, negotiation, or opposition to messages conveyed through promotional content on Instagram media. The qualitative analysis method is applied using the Nvivo 12 Pro software. Data collection in this research used in-depth interview techniques, observation, and literature study. The practical implications of this research are significant, providing valuable insights that can help academic institutions effectively build their image in society's eyes and meet their audiences' needs.
Digital Content Management by “Konten Media Baru ” DivisionOwned by Lembaga Penyiaran Publik (LPP) TVRI
Digital media development including social media brings massive impact. Mass media which previously was a main channel to get information starts shifting as the emergence of social media with user generated content basis. Content becomes significant when viral aspect becoming the dominant factor which is supported by strategy of engagement with audiences. It is interesting when conventional media also uses social media as an extra platform to keep its existence. One of conventional media using digital media including social media is TVRI. TVRI as a public broadcaster with full of idealistic “requisite” for public interest fulfilment also must adapt to social media “logic” to actualize TVRI as a broadcast media itself. The adaptation is seen through its produced content pattern, a new division created; Konten Media Baru Division including the pattern of team work or the Konten Media Baru Division itself. All of these adaptations are processed and ran to keep the existence of TVRI. Moreover, there are challenges and opportunities which can be maximized by TVRI as the oldest broadcasting institution in Indonesia. Surely, all of these things need to be well-managed so that the opportunities can be the answer for the challenges in the future.
Teaching Amidst The Silence Of Reality:Sex Education Through Social Media In Indonesia
Sex education in Indonesia is varied and evolving and has been researched since 1972. Sex education through social media adds new variations to this educational activity so several publications make it a research topic. So this research was made to find out the development of publications that examine sex education through social media using systematic literature review (SLR). The various types of social media that exist as well as the reason for the emergence of this research, to know which social media are most often used for sex education. Data taken from the Publish or Perish (Pop) platform resulted in 504 publications that were screened using Covidence AI, leaving 89 publications. The 89 publications were then analyzed according to the eligibility criteria, namely the number of publications per year, subject and object, type of research, and variety of social media. The results showed that publications examining sex education in Indonesia through social media experienced a new increase starting in 2019 with Instagram as the most widely used social media. Whereas in 2015-2018 there was no good progress and even blank in 2016 and 2018. Instagram is the most researched social media with a percentage of 32% followed by YouTube at 21%, while blogs and WhatsApp are also used but are at the bottom of the list. Qualitative-type publications were at the top of the list, while mixed methods were at the bottom. Reproductive health is the most common research theme, while body commodification is at the bottom. The object is dominated by adolescents aged 12-18 years as much as 29%, while the least is Commercial Sex Workers (PSK) at 2%. This research can be an illustration for researchers with similar topics to look for gaps to produce novelty even though it is still in the same theme corridor. This research can also be an idea for educators to optimize social media in delivering sex education and to further explore other social media so that the spread of education is not limited to certain social media users.
Social Media Strategy of Liputan 6 SCTV Facing Competitionamong Television News Programs
By undergoing transformation or change, Liputan 6 SCTV strives to develop its digital media department. The development of this department is aimed at maintaining the Liputan 6 brand’s existence and responding to the competitive landscape of the television media industry. The rise of the internet in the digital era has forced television media to evolve in order to remain relevant, as viewers are increasingly abandoning traditional media and opting for a single device to perform multiple tasks simultaneously, such as watching TV and browsing the internet. Television viewership has declined as a result of this phenomenon. In the digital era, television media companies must compete with one another, maintain viewer loyalty, and attract audiences from various demographics. Knowledge of the items being researched related to basic theory and the development of knowledge about one or more events that have occurred is the goal of this paper. With TikTok, viewers can interact with content in ways that go beyond regular TV broadcasts, prompting them to use more platforms like YouTube or social media such as TikTok and Instagram.
Management of Crisis Communication in SMAN XYZin Admission of New Students (PPDB) in 2022
The crisis communication that occurred at SMAN XYZ began with the disappointment of a group of people due to the absence of an increase in the PPDB quota by the school management, resulting in negative issues and news appearing which cornered the school as the organizer of the 2022 PPDB. The impact of rumors and negative issues as well as demonstrations resulted in The school's image and reputation became negative and the public questioned the performance results and credibility of school management in relation to the crisis. Through Situational Crisis Communication Theory, this research aims to examine the management of crisis communication carried out by the response school management and strategy of SMAN XYZ to the crisis that occurred.This research uses a constructivist research paradigm. The research method used is qualitative with a case study approach. Research data was collected from in-depth interviews with various sources, online media, documents and archives at SMAN XYZ. The research results found that SMAN XYZ carried out crisis response steps with 3 crisis stages. First, the pre-crisis stage of public relations detects crisis signals, forms a coordination team and appoints a spoke person. Second, the crisis stage, responds to the crisis by forming a crisis team incidentally, identifying problems and looking for facts, holding internal meetings and preparing key messages and holding press conferences . Third, post-crisis stage, carrying out crisis tracking communication activities, cooperation with investigations and follow-up communication to key stakeholders. SMAN XYZ succeeded in resolving the crisis and rebuilding the school's reputation by using crisis management steps and excuse and justification crisis communication strategies.
Situational crisis communication theory (SCCT)
Mass Media Management Strategies to Survive in the MediaDigitalization Era: Case Study of Listrik Indonesia Magazinefor the Period 2021 - 2023
Recently, the mass media has faced great challenges along with the presence of the media digitalization era. The mass media has been disrupted. The era of digitalization has fundamentally changed the way people capitalize, transmit, consume and disseminate information. Digitalization is a term used in relation to the emergence of digital, internet networks, especially computer information technology. Changes in the way people treat information have had a profound impact on mass media business platforms. One of the oldest and most popular types of mass media is print based media, especially newspapers and magazines. Print based media is one of the media that has been greatly affected by media digitization. The purpose of this research is to analyze the strategy of mass media, especially print based media, especially segmented magazines in anticipating and responding to the digitalization era to survive, through a case study of Listrik Indonesia magazine for period 2021 - 2023. This highly segmented media has survived since its first publication in 2009 in printed and online editions. This research uses a qualitative case study research method with a constructivism paradigm. Researchers conducted observations, interviews and documentary studies to obtain the desired data. The results of the research can be used as a reference for mass media managers to survive in the midst of the media digitalization era. The results show that with its position as a segmented mass media, Listrik Indonesia is more resilient in the face of media digitalization disruption. In addition, the publisher of Listrik Indonesia magazine also applies several strategies to deal with media digitalization, namely diversification strategies, convergence strategies and editorial strategies.
Personal Branding of Prabowo Subianto Ahead of the 2024Presidential Election: Content Analysis of Instagram @PrabowoPhotos & Captions
Contestations in general elections are often followed by personal branding carried out by political figures. Not only through mass media but also through social media. It is interesting to study how political figures try to create their personal branding through their personal social media. This research aims to analyze Prabowo Subianto's personal branding on Instagram in the period from March 1 to August 31, 2023, which covers an important time on the road to the 2024 Presidential Election. The research was conducted using the quantitative content analysis method on 31 randomly selected photo and video posts from @prabowo's Instagram account. The variables analyzed include personal branding themes and personal branding strategies based on the uploaded text/caption and uploaded photos on the feeds. Themes and strategies are then associated with the concept of personal branding according to Kotler and Armstrong using 5 personal branding concepts. The results showed that Prabowo's personal branding theme was dominated by indicators of sincerity and ability by emphasizing the image of a leader who is reliable and has an emotional closeness to the people. This research is important to understand the use of Instagram by politicians in branding themselves ahead of the five-year democratic party.
The Emergence Of Virtual Discourse And Critism #politikdinastiCommunication Network On X During Political Contestation
Political dynasty is a political practice where family members or close relatives of incumbent politicians utilize their power and political networks to occupy higher political positions. In the 2024 elections, political dynasty has become a hot topic among Indonesian society through the social media platform X using the hashtag #politikdinasti. Therefore, this research aims to examine the communication network and determine the influential actors within the #politikdinasti network on social media platform X. This study utilizes the Social Network Analysis (SNA) method or the analysis of social networks with Communication Network Analysis (CNA) theory. The data is then analyzed using the Gephi 0.9.2 application. The results of this research show that information related to #politikdinasti spreads quickly and widely on X. From the data of 661 actors collected, there were 702 interactions among actors within the #politikdinasti network in a one-month period. #politikdinasti trended on the X app in October 2023. Actors who have a significant influence on #politikdinasti include @Kanjeng2022, @lukmansaifuddin, @like_aragorn, @AbankTho2, @peter_hari, and @sakinahFZH. Among the 6 influential actors on the #politikdinasti hashtag, user @peter_hari is a former activist from the 1998 period, while @lukmansaifuddin is a former Minister of Religion during the Susilo Bambang Yudhoyono presidency, and the other 4 accounts are anonymous accounts with unclear data about their identity.