2026-05-05T15:59:39Z https://proceeding.mercubuana.ac.id/index.php/micocs/oai

oai:ojs2.10.1.3.149:article/140 2026-04-29T03:05:52Z micocs:ART driver

The Influence of Integrated Marketing Communication (IMC) TikTok @Skintific_Id on Brand Equity in Followers Zahara, Rifdah Budianto, Heri Integrated Marketing Communication Brand Equity New Media Promotion This research is motivated by TikTok @skintific_id which is affected by the Indonesian government's ban on buying and selling transactions on social commerce to improve the governance of the e-commerceecosystem. Therefore, Integrated Marketing Communication (IMC) is used in promoting products toincrease Brand Equity on Followers TikTok @skintific_id. So the purpose of this study is to determine theextent of the influence of Integrated Marketing Communication (IMC) carried out by TikTok @skintific_idon Brand Equity on Followers. The dimensions of Integrated Marketing Communication (IMC) areadvertising, personal selling, sales promotion, public relations, and direct marketing. In Brand Equity, thedimensions used are brand awareness, brand association, quality impression and brand loyalty. Thisresearch is a quantitative study with a survey method with a data collection method in the form of aquestionnaire. The sample in this study was taken using Purposive Sampling technique, which amounted to385 Followers TikTok @skintific_id. The results of data analysis Integrated Marketing Communication(IMC) as variable X on TikTok @skintific_id on Brand Equity as variable Y on followers are stated to have asignificant effect as evidenced by the results of the correlation test, t test, determination test and simplelinear test. So it can be concluded that H0 is rejected and H1 is accepted. From these findings it can beconcluded that there is an influence of Integrated Marketing Communication (IMC) TikTok @skintific_id inpromoting its products on Brand Equity on Followers @skintific_id. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/140 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 1-15 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/140/35 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/141 2026-04-29T03:05:52Z micocs:ART driver

The Influence of Brand Collaborations Toward Purchasing Intention:  A Conceptual Framework Indhea, Haniyah Nabilah Prasetyo, Kurniawan Ridaryanthi, Melly Advertising Consumer buying interest Product collaboration Marketing strategy Brand image    This study summarizes and analyzes previous research to explore the influence of advertising on consumer buying interest, particularly focusing on the Indomie X Pop Mie Ramen Series Tori Kara advertisement on the Instagram social media platform. Seventeen previous studies are compiled, ranging from the impact of brand ambassadors to advertising methods on platforms like Instagram. The research emphasizes the importance of advertising in building brand image and attracting consumer interest. Strategies such as leveraging brand ambassadors, using diverse advertising themes, and utilizing social media platforms are crucial in differentiating products and capturing consumer attention. The study highlights the role of social media, especially Instagram, as a significant marketing platform. Effective advertising campaigns on Instagram can significantly influence consumer buying interest, especially among young demographics. Literature review methodology provides a solid foundation for understanding the impact of advertising on consumer buying interest comprehensively. Through this method, researchers can collect, evaluate, and synthesize findings from various relevant studies, providing insights for future research endeavors. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/141 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 16-26 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/141/36 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/142 2026-04-29T03:05:52Z micocs:ART driver

Integrated Marketing Communication Solutions For BouquetBusinesses with Minimal Capital and Amateur Management Etania, Yuniar Cassandra Teja Yanti, Fiolina Pandjaitan, Rosmawaty Hilderiah Communication Solutions Integrated Marketing Communication Online Shop Minimal Capital Amateur Management Not all businesses are built with sufficient capital and professionalism. A case example is the Bouquetbusiness by Gen Z, which is sold in an online shop. The Bouquet Business "Giftbynannekkoya" was built withminimal capital and amateur management, as a trial and error effort in the midst of the 2020 Covid 19pandemic. Until now, its development has not reached the expected level. The question is, what and how isan integrated marketing communications solution for a business like this? This research is qualitative andcarried out using an intrinsic case study method in a constructivist paradigm. Empirical data was analyzedusing CMC theory, and the STP, SOSTAC, SWOT, AIDA, SMART, and AISAS models. The results are, importantto carry out STP analysis so that consumer targets are clearer. Create a visual experience in the promotionof the bouquet as a work of art produced with care and creativity. For flower bouquets, the main point is todisplay beauty, freshness, and uniqueness. For snack bouquets, presenting innovations that presentsurprises, by combining various favorite snacks into a bouquet that gives a cheerful and unique feel. Formoney bouquets, by displaying a neat, thorough, attractive, and creative impression. Next, by offeringvarious bouquet variants as theme options to consumers, by displaying the personalized and emotionalexperience of satisfied consumers, as an illustration of each bouquet being attractive and unique accordingto the customer's tastes and needs. Utilizing interactive features of social media to provide a moreimmersive experience. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/142 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 27-37 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/142/37 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/143 2026-04-29T03:05:52Z micocs:ART driver

The Pattern of Prunus Digi Apps Usage in The Learning Process atNusantara 1 Vocatoional High School Tangerang City Jayanti, Putri Sulistyo, Ponco Budi Usage Patterns Learning Media Prunus Digi Apps Learning Process Teacher and Students As technology advances in this digital era, the field of education has also made progress in terms of learningmedia. Therefore, teachers and students need to keep up with the ever-evolving changes in technology. Oneof the efforts made by SMK Nusantara 1 Tangerang City to utilize technological advancements is byproviding teachers and students with the Prunus Digi Apps learning application, which is one of the modelsof Virtual Learning Environment (VLE). This research aims to determine the acceptance of teachers andstudents, strengths and weaknesses, and usage patterns by teachers and students towards Prunus Digi Appsin the learning process at SMK Nusantara 1 Tangerang City. The concept used in this research is ComputerMediated Communication (CMC). This research uses a qualitative approach with a case study researchmethod. Data collection techniques are carried out through interviews and observations. The results of thestudy show that Prunus Digi Apps is well accepted by teachers and students because it facilitates learningactivities and all learning activities can be integrated into one application. Prunus Digi Apps has severaladvantages in the learning process such as making learning easier, more practical, and paperless, in additionto making learning activities more orderly and organized, and can motivate students in learning activities.However, Prunus Digi Apps still has shortcomings, such as servers sometimes experiencing disruptions,lack of time for teachers to upload learning administration, and cheating by students during exams can stilloccur. The usage pattern used is the "Smart Flow", where this pattern illustrates how the application is used,continues, and effectively utilizes the digital learning environment. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/143 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 38-55 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/143/38 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/144 2026-04-29T03:05:52Z micocs:ART driver

The Emergence Of Virtual Discourse And Critism #politikdinastiCommunication Network On X During Political Contestation Sa’bani, Muhammad Ashif Suryani, Nanda Nabilla Yuniar, Ananda Dwitha Actor #politikdinasti; Social Network Analysis Twitter Political dynasty is a political practice where family members or close relatives of incumbent politiciansutilize their power and political networks to occupy higher political positions. In the 2024 elections, politicaldynasty has become a hot topic among Indonesian society through the social media platform X using thehashtag #politikdinasti. Therefore, this research aims to examine the communication network anddetermine the influential actors within the #politikdinasti network on social media platform X. This studyutilizes the Social Network Analysis (SNA) method or the analysis of social networks with CommunicationNetwork Analysis (CNA) theory. The data is then analyzed using the Gephi 0.9.2 application. The results ofthis research show that information related to #politikdinasti spreads quickly and widely on X. From thedata of 661 actors collected, there were 702 interactions among actors within the #politikdinasti networkin a one-month period. #politikdinasti trended on the X app in October 2023. Actors who have a significantinfluence 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 ofReligion during the Susilo Bambang Yudhoyono presidency, and the other 4 accounts are anonymousaccounts with unclear data about their identity. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/144 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 56-79 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/144/39 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/145 2026-04-29T03:05:52Z micocs:ART driver

Personal Branding of Prabowo Subianto Ahead of the 2024Presidential Election: Content Analysis of Instagram @PrabowoPhotos & Captions Kuntara, Nadine Alvina Rohma, Putri Nailatur Ananda, Kun Sila Personal branding Instagram 2024 Presidential Election Content Analysis 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 figurestry to create their personal branding through their personal social media. This research aims to analyzePrabowo Subianto's personal branding on Instagram in the period from March 1 to August 31, 2023, whichcovers an important time on the road to the 2024 Presidential Election. The research was conducted usingthe quantitative content analysis method on 31 randomly selected photo and video posts from @prabowo'sInstagram account. The variables analyzed include personal branding themes and personal brandingstrategies based on the uploaded text/caption and uploaded photos on the feeds. Themes and strategies arethen associated with the concept of personal branding according to Kotler and Armstrong using 5 personalbranding concepts. The results showed that Prabowo's personal branding theme was dominated byindicators of sincerity and ability by emphasizing the image of a leader who is reliable and has an emotionalcloseness to the people. This research is important to understand the use of Instagram by politicians inbranding themselves ahead of the five-year democratic party. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-09 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/145 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 80-89 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/145/40 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/146 2026-04-29T03:05:52Z micocs:ART driver

Mass Media Management Strategies to Survive in the MediaDigitalization Era: Case Study of Listrik Indonesia Magazinefor the Period 2021 - 2023 Dwiyanto, Bambang Putra, Afdal Makkuraga Mass media strategy Digitalization Convergence Segmented media 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 peoplecapitalize, transmit, consume and disseminate information. Digitalization is a term used in relation to theemergence of digital, internet networks, especially computer information technology. Changes in the waypeople treat information have had a profound impact on mass media business platforms. One of the oldestand most popular types of mass media is print based media, especially newspapers and magazines. Printbased media is one of the media that has been greatly affected by media digitization. The purpose of thisresearch is to analyze the strategy of mass media, especially print based media, especially segmentedmagazines in anticipating and responding to the digitalization era to survive, through a case study of ListrikIndonesia magazine for period 2021 - 2023. This highly segmented media has survived since its firstpublication in 2009 in printed and online editions. This research uses a qualitative case study researchmethod with a constructivism paradigm. Researchers conducted observations, interviews anddocumentary studies to obtain the desired data. The results of the research can be used as a reference formass media managers to survive in the midst of the media digitalization era. The results show that with itsposition as a segmented mass media, Listrik Indonesia is more resilient in the face of media digitalizationdisruption. In addition, the publisher of Listrik Indonesia magazine also applies several strategies to dealwith media digitalization, namely diversification strategies, convergence strategies and editorial strategies. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-13 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/146 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 90-109 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/146/41 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/147 2026-04-29T03:05:52Z micocs:ART driver

Management of Crisis Communication in SMAN XYZin Admission of New Students (PPDB) in 2022 Maulina, Siti Yuliawati, Elly Crisis communication management PPDB Situational crisis communication theory (SCCT) The crisis communication that occurred at SMAN XYZ began with the disappointment of a group of peopledue to the absence of an increase in the PPDB quota by the school management, resulting in negative issuesand news appearing which cornered the school as the organizer of the 2022 PPDB. The impact of rumorsand negative issues as well as demonstrations resulted in The school's image and reputation becamenegative and the public questioned the performance results and credibility of school management inrelation to the crisis. Through Situational Crisis Communication Theory, this research aims to examine themanagement of crisis communication carried out by the response school management and strategy of SMANXYZ to the crisis that occurred.This research uses a constructivist research paradigm. The research methodused is qualitative with a case study approach. Research data was collected from in-depth interviews withvarious sources, online media, documents and archives at SMAN XYZ. The research results found that SMANXYZ carried out crisis response steps with 3 crisis stages. First, the pre-crisis stage of public relations detectscrisis signals, forms a coordination team and appoints a spoke person. Second, the crisis stage, responds tothe crisis by forming a crisis team incidentally, identifying problems and looking for facts, holding internalmeetings and preparing key messages and holding press conferences . Third, post-crisis stage, carrying outcrisis tracking communication activities, cooperation with investigations and follow-up communication tokey stakeholders. SMAN XYZ succeeded in resolving the crisis and rebuilding the school's reputation byusing crisis management steps and excuse and justification crisis communication strategies. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-13 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/147 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 110-128 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/147/42 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/148 2026-04-29T03:05:52Z micocs:ART driver

Social Media Strategy of Liputan 6 SCTV Facing Competitionamong Television News Programs Dwimeyriana, Afrin Makkuraga, Afdal Social media TikTok TV audience 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 andresponding to the competitive landscape of the television media industry. The rise of the internet in thedigital era has forced television media to evolve in order to remain relevant, as viewers are increasinglyabandoning traditional media and opting for a single device to perform multiple tasks simultaneously, suchas watching TV and browsing the internet. Television viewership has declined as a result of thisphenomenon. In the digital era, television media companies must compete with one another, maintainviewer loyalty, and attract audiences from various demographics. Knowledge of the items being researchedrelated to basic theory and the development of knowledge about one or more events that have occurred isthe goal of this paper. With TikTok, viewers can interact with content in ways that go beyond regular TVbroadcasts, prompting them to use more platforms like YouTube or social media such as TikTok andInstagram. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-13 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/148 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 129-138 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/148/43 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/149 2026-04-29T03:05:52Z micocs:ART driver

Teaching Amidst The Silence Of Reality:Sex Education Through Social Media In Indonesia Aulia, Naila Astuti, Ismi Dwi Utari, Prahastiwi Sex Education Social Media Indonesia Sex education in Indonesia is varied and evolving and has been researched since 1972. Sex educationthrough social media adds new variations to this educational activity so several publications make it aresearch topic. So this research was made to find out the development of publications that examine sexeducation through social media using systematic literature review (SLR). The various types of social mediathat exist as well as the reason for the emergence of this research, to know which social media are mostoften used for sex education. Data taken from the Publish or Perish (Pop) platform resulted in 504publications that were screened using Covidence AI, leaving 89 publications. The 89 publications were thenanalyzed 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 educationin Indonesia through social media experienced a new increase starting in 2019 with Instagram as the mostwidely used social media. Whereas in 2015-2018 there was no good progress and even blank in 2016 and2018. Instagram is the most researched social media with a percentage of 32% followed by YouTube at21%, while blogs and WhatsApp are also used but are at the bottom of the list. Qualitative-type publicationswere at the top of the list, while mixed methods were at the bottom. Reproductive health is the mostcommon research theme, while body commodification is at the bottom. The object is dominated byadolescents aged 12-18 years as much as 29%, while the least is Commercial Sex Workers (PSK) at 2%. Thisresearch can be an illustration for researchers with similar topics to look for gaps to produce novelty eventhough it is still in the same theme corridor. This research can also be an idea for educators to optimizesocial media in delivering sex education and to further explore other social media so that the spread ofeducation is not limited to certain social media users. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/149 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 139-160 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/149/44 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/150 2026-04-29T03:05:52Z micocs:ART driver

Digital Content Management by “Konten Media Baru ” DivisionOwned by Lembaga Penyiaran Publik (LPP) TVRI Aritonang, Agusly Irawan “Konten Media Baru ” TVRI Public Broadcasting Service Digital media development including social media brings massive impact. Mass media which previously wasa main channel to get information starts shifting as the emergence of social media with user generatedcontent basis. Content becomes significant when viral aspect becoming the dominant factor which issupported by strategy of engagement with audiences. It is interesting when conventional media also usessocial media as an extra platform to keep its existence. One of conventional media using digital mediaincluding social media is TVRI. TVRI as a public broadcaster with full of idealistic “requisite” for publicinterest fulfilment also must adapt to social media “logic” to actualize TVRI as a broadcast media itself. Theadaptation is seen through its produced content pattern, a new division created; Konten Media BaruDivision including the pattern of team work or the Konten Media Baru Division itself. All of theseadaptations are processed and ran to keep the existence of TVRI. Moreover, there are challenges andopportunities 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 challengesin the future. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/150 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 161-181 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/150/45 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/151 2026-04-29T03:05:52Z micocs:ART driver

Audience Interpretation Of Instagramm Social Media Content@ipt_trisakti As Promotional Media:Analysis Of Receptions At The Trisakti Tourism Institute Nurulita, Annisa Umarella, Farid Hamid Audience acceptance Instagram Ideology Stuart Hall theory In the digital era, social media, especially Instagram, has become vital in marketing educational institutionssuch as the Trisakti Tourism Institute (IPT). This research focuses on the audience's interpretation of IPTTrisakti'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 aspromotional media and describe and analyse ideological practices in Instagram @ipt_trisakti social mediacontent as promotional media. This research uses a critical paradigm with a qualitative approach. Theaudience reception research uses Stuart Hall's theory, which is related to encoding and decoding andreception theory. With this theory, the author will see how audiences interpret messages according to theform of audience reading, whether audiences carry out hegemonic reading, negotiation, or opposition tomessages conveyed through promotional content on Instagram media. The qualitative analysis method isapplied using the Nvivo 12 Pro software. Data collection in this research used in-depth interviewtechniques, 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 eyesand meet their audiences' needs. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/151 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 182-202 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/151/46 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/152 2026-04-29T03:05:52Z micocs:ART driver

Communication Creativity for Marketing Services for NewbornDocumentation on BABYOMO.ID to Attract Consumer Buying Interest Rifardhi, Bima Petala Rahmat, Ihya Ulumuddin Pandjaitan, Rosmawaty Hilderiah Communication Creativity Service Marketing Communications Newborn Documentation Services Consumer Buying Interest Newborn documentation services (newborn baby documentation), only became known at the end of 2018and will become increasingly popular in 2022, early after the Covid-19 pandemic. This business is includedin the creative industry which takes advantage of developments in digitalization technology. Even though itis 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 creativeideas. In Jabodetabek itself, it is known that there are around fifty newborn documentation services thathave appeared. The newborn photo documentation service babyomo.id is an example of one of them. Thisbabyomo.id photo service is not one of the top 5 of mind overall. However, they are still able to attractconsumer buying interest. The question arises, what and how is the communication creativity for marketingservices for newborn documentation on babyomo.id to attract consumer buying interest? This qualitativeresearch was conducted using an intrinsic case study method in a constructivist paradigm. Primary datawas revealed by in-depth interviews and participant observation. The result is that the creativity ofmarketing communications regarding the 7Ps from the newborn photo documentation service babyomo.idis known, including their message strategy to build consumer awareness, interest, and loyalty. Apart fromthat, 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. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/152 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 203-226 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/152/47 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/153 2026-04-29T03:05:52Z micocs:ART driver

Smartfren’s MPR Model In Building Brand Awareness(Case Study of Smartfren 4G BTS Addition in East Java) Muharam, Denni Tanti, Dewi Sad MPR Model Marketing Public Relations Smartfren BTS 4G Brand Awareness The purpose of this research is to find out how Smartfren's Marketing Public Relations (MPR) model inbuilding brand awareness related to the addition of Smartfren 4G BTS in East Java and to examine theactivities in the model. The stages in the Whalen 7-steps Strategic Planning Process concept (situationanalysis, objectives, strategy, target, message, tactics, evaluation) were utilized to fully disclose Smartfren'sMPR model. This allowed for a thorough analysis that included the planning, implementation, andevaluation processes. The research paradigm used is constructivist with case study method and qualitativeapproach. The data collection technique consisted of conducting in-depth interviews with informants andnon-participant observation as well as studying literature and documents. The data validity technique usedis 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 arefree starter packs, community collaboration programs, media updates, and social media marketing. Theevaluation methods used were social media engagement, questionnaires, interviews, and FGDs. Thecommunity collaboration programs played an important role in achieving top of mind awareness andwinning the Selular Award-Best Social Movement. The shortcomings found were that the MPR strategyprogram were less publicized on Smartfren's social media, but were rampant on the community's socialmedia. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/153 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 227-255 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/153/49 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/154 2026-04-29T03:05:52Z micocs:ART driver

Creative Communication:Marketing Public Relations Strategy In Sayurbox Arisnandhy, Doni Tomohardjo, Irmulansati Marketing Public Relations Start-up Push Strategy Pull Strategy Pass Strategy Start-up companies have emerged driven by advances in information technology. The company has a fastand dynamic pattern of change in running its business and is always required to make continuousimprovements to company activities to improve existence. Sayurbox is a start-up company engaged inproviding vegetables and fruits comfortably through websites and mobile applications that can maintain itsexistence where many similar start-up companies have fallen. Marketing Public Relations (MPR) is part ofthe overall marketing strategy of a company as a liaison between the company and consumers and the widercommunity through the delivery of information, programs and convincing impressions. This research aimsto 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 throughinterviews. The results showed that the Public Relations Marketing strategy implementing differentiationstrategy with open communication direction on objective and functions. Sayurbox carried out through anindependent department function consisting of media relations, digital & public relations. Inimplementation of marketing public relations Sayurbox use only two strategies: pull strategy and passstrategy. Pull strategy is carried out through activities such as advertising in mass media, activities in digitalchannel and social media, consumer sales promotion such as shipping free charge, as well asimplementation of marketing event such as the Harvest Party Festival. Pass strategy is done throughcollaboration with several other organizations and through sustainability activities to improve thecompany's image to customers. Meanwhile, push strategy is not implemented due to nature of businesswhich does not involve distribution channels. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/154 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 256-270 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/154/50 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/155 2026-04-29T03:05:52Z micocs:ART driver

Social Media and Culture in the Context of Early Marriageon Nias Island Kamil, Ermila Amalina, Febriani Sundari, Fitri Zulkarnain, Iskandar New Media Early marriage Patriarchal culture adolescence gender This study aimed to explore the influence of social media, in this case Instagram, and patriarchal culturetowards the desire for early marriage among Nias adolescents. The method used in this research isquantitative research method with correlational approach and regression analysis. Primary data wascollected through questionnaires and secondary data from previous literature studies. The results of theregression analysis showed a significant influence between the use of Instagram and patriarchal culture onthe desire to marry early among adolescents in the Nias tribe. The use of Instagram provides easier accessfor 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 determiningmarriage decisions, where the role of men in the family and arranged marriage customs influence theprocess. The implication of this research is the importance of paying attention to the role of social mediaand patriarchal culture in the context of early marriage decisions, as well as its relevance in the context ofculture and development policy. This research is expected to contribute to the development ofscience,especially in the fields of communication,anthropology, and gender equality studies. The results ofthis research are expected to serve as a reference for the government and related agencies in designingprograms and policies related to early marriage, so that they can have a positive Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/155 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 271-283 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/155/51 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/156 2026-04-29T03:05:52Z micocs:ART driver

The Construction of Social Media Realityin The Social Dilemma Film (2020) Syakban, Muhammad Nisfu Puspasari, Cindenia Mardhiah, Ainol Anismar Framing Analysis Film Construction of Reality Social Media This research explores the construction of social media reality in the documentary film "The SocialDilemma" by applying Robert N. Entman's framing theory. With a focus on descriptive qualitativeapproach, the study aims to understand how the film presents, constructs, and conveys the reality of socialmedia usage. Framing analysis involves four main concepts: defining problems, diagnosing causes, makingmoral judgments, and treatment recommendations. The findings highlight that the film sharplyemphasizes the negative impact of social media polarization, especially concerning informationuncertainty and the risk of misinformation, using narrative and dramatization. The film summarizesconcrete solutions, including reducing notifications, disabling applications, and limiting screen time, toaddress the adverse effects of social media. Thus, this research provides profound insights into theconstruction of social media reality and underscores the urgency of regulating and ethically evaluatingalgorithms in digital technology. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/156 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 284-298 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/156/52 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/157 2026-04-29T07:22:27Z micocs:ART driver

Building A Coffee Shop's Brand ImageThrough Visual Communication Design: The Role of Coffee Cup Design M Surya Fazil, Muhammad Puspasari, Cindenia Rahman, Bobby Visual Communication Design Brand Image Coffee Shops in Aceh Coffee shops are a growing industry in Indonesia that serve quality coffee and create a comfortableenvironment for customers. Beverage cup design plays an important role in shaping the identity of acoffee 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 brandimage of the coffee shops themselves. Interview techniques are used to collect data in this qualitativeresearch. The results of the study show that the design of a beverage cup is not just a serving containerthat carries the name of a coffee shop, but can also create a strong brand identity for a coffee shop, createa positive image, and distinguish the characteristics of the coffee shop. If the displayed cup design iscreative 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. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/157 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 299-305 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/157/53 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/158 2026-04-29T03:05:52Z micocs:ART driver

The Role of Public Relations of the Lembata Regency General ElectionCommission in Increasing Community Participationin the 2024 Election Fernandez, Maria Angela Rahmanto, Andre Noevi Pawito Role of Public Relations Community Participation KPU Public relations plays the role of providing information so that it can be well received and understood bythe public, this is useful for avoiding misunderstandings in reviewing information. In organizations andgovernment institutions, conveying appropriate information to the public always has a positive impact bothon the institution and the public interest. The focus of the research lies in the communication implementedby Lembata Regency KPU public relations in carrying out its role in building awareness, providing clearinformation, and stimulating active community involvement. The data collection technique in this researchused semi-structured interviews using purposive sampling techniques. The data collection method isprimary data obtained directly from research objects and subjects by conducting interviews with theLembata Regency KPU, also using secondary data obtained from the required Lembata Regency KPUdocuments. The research results show that Lembata Regency KPU Public Relations has an important roleby carrying out communication strategies in conveying information related to the Election. Communicationstrategies involve the use of mass media, social media, and outreach activities to reach target audiences inan 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 publicrelations and have an impact on increasing community participation in each election. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/158 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 306-321 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/158/54 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/159 2026-04-29T07:18:25Z micocs:ART driver

Crisis Management in Public Relations Directorat General of WaterResources Ministry of Public Works and Housingin Facing the El Nino Phenomenon in Indonesia Suryanto, Mohammad Ali Mahmudah, Siti Muslichatul Crisis Management Public Relations El Niño Water Resources DGWR Ministry of PUPR Communication Strategy In 2023, Indonesia faced a critical El Niño-induced drought, causing severe water shortages, agriculturalfailure, and rising public dissatisfaction. This research examines the crisis management and communicationstrategies 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 fornational water management under Law No. 7 of 2004, the Ministry faced immense pressure to mitigate theadverse impacts of shrinking reservoirs and urban water crises. Using a qualitative approach, this studyanalyzes how the DGWR implemented an integrated crisis management framework, encompassing adaptivepolicy-making, infrastructure development, and multi-stakeholder coordination. Central to this effort wasthe strategic role of PR in disseminating transparent, accurate information to counter negative publicassumptions and restore institutional trust. Rooted in Coombs’ crisis management theory andcommunication planning models, the findings highlight that a holistic approach which integrating technicalsolutions with effective public messaging that is vital for building resilience. The study concludes that theDGWR’s PR serves as a critical liaison between the government and the public, transforming complex crisisresponses into clear narratives that secure public support and maintain political stability duringenvironmental emergencies. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/159 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 322-340 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/159/55 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/160 2026-04-29T03:05:52Z micocs:ART driver

Social Media Instagram Solo Safari as an Iconic Image Tourismin Information and Entertainment Media Septiyani, Nasyifa Mawar Rahmanto, Andre Anshori, Mahfud Social Media Instagram contents Social media strategy As a tourism icon in Solo, in order to maintain its image among the people, Solo Safari builds interactionrelationships through social media strategies, namely Instagram. The aim of this research is to find outhow the social media strategy is implemented by solo safari.id account is used to disseminate informationto the audience and find out how much influence it has on the quality of communication relations with thepublic. This research uses a content analysis method with a qualitative approach and a critical paradigmwith 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 researchshow 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. Implementationof the entertainment pillar delivered through games or challenges, implementation of the collaborationpillar delivered through collaborative activities with brands, implementation of the education pillardelivered with knowledge about animals, implementation of the information pillar delivered through tourcontent and activities at Solo Safari. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/160 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 341-357 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/160/56 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/161 2026-04-29T03:05:52Z micocs:ART driver

Rural Tourism Development Through Social Media DestinationBranding: A Case Study of Kare Tourism Village Salsabila, Oka Lintang Hastjarjo, Sri Satyawan, Ignatius Agung Rural Tourism Social Media Destination Branding SWOT Analysis Kare Tourism Village Rural tourism often offers unique experiences related to the psychological aspects of tourists, so thisuniqueness becomes its attraction. However, the development of rural tourism is still minimal, especially indestination branding efforts, resulting in a lack of a strong brand identity that is not visible to potentialtourists. In recent years, the emergence of social media platforms has revolutionized destination brandingstrategies, 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 tourismdevelopment and destination branding. This study aims to identify the proper social media destinationbranding strategy for Kare Tourism Village in Madiun Regency using SWOT analysis. This village was chosenbecause it has extraordinary natural tourism potential, even included in the Top 10 Tourism Villages in thearchipelago. However, its exoticism is not widely recognized by the public. Data shows a significant decreasein the number of tourists from 2022 to 2023. Through a case study of this village, this research is organizedby in-depth interviews with key informants and a study of supporting literature. This studycomprehensively evaluates the weaknesses in the destination branding of Kare Tourism Village and how toenhance it. The results of this study can be used by stakeholders and the government to develop sustainabletourism villages through social media destination branding strategies. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/161 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 358-378 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/161/57 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/162 2026-04-29T07:16:11Z micocs:ART driver

The Influence of Blackpink as Oreo Brand Ambassador on ConsumerPurchase Interest: Survey of Oreo Instagram Followers@oreo_indonesia Nurhanifa, Ratu Tria Prasetyo, Kurniawan Brand Ambassador Purchase Interest Influence Consumer Quantitative A brand ambassador is one of the artists chosen by the company to represent the company's products. Theuse of brand ambassadors is considered effective because it can increase consumer buying interest in aproduct. Therefore, researchers are interested in examining whether there is an influence of usingBlackpink as an Oreo brand ambassador on consumer purchasing interest. This research aims to measureand explain the influence of Blackpink as the Oreo brand ambassador on consumers' purchasing interest inOreo X Blackpink. The research method used is quantitative research with a variant of the survey methodon followers on Instagram @oreo_indonesia. From a population of 99,000 Oreo Instagram followers, asample 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 aquestionnaire. 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. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/162 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 379-394 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/162/58 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/163 2026-04-29T03:05:52Z micocs:ART driver

Technology Adaptation Process on E-Office Applicationof INTRA BRIN (2022-2023) Cobaningrum, Riska Saragih, Nurhayani Diffusion Innovation Organizational Communication Technology INTRA is an e-office application used by employees at BRIN. Employees use applications that contain specialmenus to carry out daily tasks. The aim of this research is to find out the innovation diffusion process andwhat 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. Theresearch approach used is qualitative with a post-positivist paradigm and the method used is a case studystarting from 2022 to 2023. Researchers conducted interviews with informants, namely employees whouse the INTRA application. The research results are that the employees interviewed require differentamounts of time in the process of using the INTRA application and it depends on the device used and theemployee's education level. Apart from that, not all employees use all the features of the application and itdepends on the type and work needs of the employees. The conclusion of this research is that the adoptionof e-office applications used by BRIN employees has been successfully implemented even though itsometimes experiences problems such as application systems that suddenly cannot be used whenemployees need them or internet network disruptions occur. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/163 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 395-415 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/163/59 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/164 2026-04-29T03:05:52Z micocs:ART driver

The Role of Beauty in Political Marketing:A Case Study of Kondang Kusumaning Ayu’s 2024 East Java RegionalRepresentative Board Win Absari, Rita Rahmanto, Andre Satyawan, Ignatius Agung Beauty Political Marketing Kondang Ayu East Java This research discusses the role of beauty as a political marketing strategy in Kondang Kusumaning Ayu'svictory in the East Java Regional Representative Board election. The main objective of this research is toanalyze 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 likebeauty in today's era can be a political marketing strategy and contribute to the success of candidates inlocal political contexts. Practically, this research provides a guide for political candidates and campaignteams in developing effective political marketing strategies by considering visually appealing aspects forvoters. The methodology used is qualitative analysis through a case study of Kondang Kusumaning Ayu'spolitical campaign in the 2024 East Java Regional Representative Board election and media analysisrelated to voter responses to beauty images in politics. The research findings indicate that beauty plays asignificant role in influencing public perception and gaining voter support. Kondang Kusumaning Ayu'svictory in the East Java Regional Representative Board election highlights the importance of politicalmarketing strategies that combine visual aspects and political messages relevant to voters' needs inpolitical competition. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/164 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 416-433 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/164/60 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/165 2026-04-29T03:11:03Z micocs:ART driver

Online Shop Marketing Communication For Building ConsumerLoyalty: On An Amateur-Belonging To Gen Z Scale Sari, Rizky Herdianti Alana, Renda Pandjaitan, Rosmawaty Hilderiah Marketing Communications Amateur Online Shop Gen Z Consumer Loyalty e- commerce The online shop business has become pop culture, and many Gen Z are trying to start an online shopbusiness, as did the owner of the online shop business account, Shark. Jkt. Even though they are stillamateurs, they have made a profit and survived since opening in 2020 amid the Covid-19 pandemic. Ofcourse, it is difficult to build online shop consumer loyalty amidst the rise of online shop businesses becauseconsumers can easily compare products in one shop with other shops. What is the marketingcommunication model for amateur-level Gen Z online shops like Shark.Jkt to build consumer loyalty? Withthe hope that it can become a role model for similar businesses. This research is qualitative and carried outusing an intrinsic case study method in a constructivist paradigm. The results are: One, they only sell certainaccessory products that are considered cheap and trending; Two, they carry out a content marketingstrategy with creative promotions in various well-known marketplaces (Shopee and Lazada), as well asthrough 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 designon 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 comfortableshopping experiences from fellow consumers. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/165 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 434-447 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/165/61 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/166 2026-04-29T03:20:50Z micocs:ART driver

Ethnography Communication the Use of Betawi Language and Culturein Jakarta, Bogor, Depok, and Bekasi Environments Sulistyowati, Siti Rahma Tomohardjo, Irmulansati Betawi dialect Language preservation Ethnography of communication, Cultural identity Speech community The Betawi dialect of the Malay language and its culture have experienced extinction in several areas inJakarta due to the loss of land and the people who are the perpetrators of the language and culture of thepeople. What happened is the basis for further research on current language and culture. With the spirit ofregional regulation number 4 of 2015 as a legal umbrella and policy to preserve Betawi culture. Thisresearch aims to determine the use of the Betawi language and Betawi culture among the youngergeneration of the Betawi tribe in the Jakarta, Bogor, Depok, and Bekasi environments. The research methodin this research uses a qualitative approach using ethnographic communication methods as the basis of theresearch, which is a study of the communication patterns of a cultural community. Based on the results ofthis research, a qualitative approach using ethnographic methods of communication as the basis of theresearch is a study of the communication patterns of a cultural community. Interaction units are necessaryto study communicative behavior in speech communities. The intensity of use of the Betawi language forthe 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 ofthis research, it is hoped that the younger generation of the Betawi tribe can preserve the Betawi languageand culture. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/166 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 448-474 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/166/62 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/167 2026-04-29T07:20:28Z micocs:ART driver

The Effectiveness of Instagram Social Media as an InformationPlatform: Survey on Followers of Instagram Account @INDOZONE.ID Syarief, Tazkia Mayda Prasetyo, Kurniawan Media Effectiveness Information Social Media Instagram 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 intoday's digital era. Recognizing its importance as a visual information hub for millennials and Gen Z, theaccount utilizes attention-grabbing taglines like #KAMUHARUSTAU and maximizes Instagram features,becoming a crucial factor in Citizen Journalism development. Grounded in the Honeycomb theory, the studyadopts 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, revealsa 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 insocial media. This study underscores the importance of leveraging social media for information disseminationin today's digital age, providing a robust understanding of Instagram @Indozone.id's role in this realm. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/167 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 475-491 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/167/63 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/168 2026-04-29T03:30:09Z micocs:ART driver

Representation of Women's Self-Acceptance of Beautyin the Music Video "Tutur Batin" Yura Yunita:Semiotic Analysis Of Roland Barthes Ramadhanti, Widia Putra, Afdal Makkuraga Representation beauty self-acceptance Roland Barthes Semiotics Music Videos The concept of beauty that is developing in Indonesian culture today is a concept of beauty that has beenconstructed by the media. As beautiful is a woman who has pure white skin, long black hair, a slim body anda smooth face. The emergence of this stereotype causes women to lose self-confidence in everyday life togive rise to problems such as body shaming, even bullying which can harm mental health. The aim of thisresearch is to understand and uncover the meaning behind the music video Tutur Batin by Yura Yunitawhich tells the story of the depiction of several women with their problems in everyday life. This researcheruses qualitative methods with a critical paradigm as a research approach and uses Roland Barthes' semioticanalysis methodology which consists of denotative meaning, connotative meaning and myth. The object ofthis research is a depiction of women's representation of self-acceptance regarding beauty in the musicvideo 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 beenshackling women by deconstructing the myth of beauty by conveying a message. Self love to foster a senseof gratitude for one's own situation, foster a sense of love for oneself, provide encouragement and increaseappreciation for oneself so that a sense of self-confidence is created and gives rise to another meaning orconcept of "beautiful", which is called inner beauty. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/168 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 492-509 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/168/64 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/169 2026-04-29T03:36:45Z micocs:ART driver

Beauty Influencer Strategy FoMO (Fear of Missing Out)in Carrying out the Tiktok Challenge : Jharna Bagwani Tiktok CaseStudy #barbiegirlchallenge Fransiska, Yeni FoMO (Fear of Missing Out) Tiktok Challenge 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 challengecreated by Jharna Bhagwani. The FoMO phenomenon arises from the behavior of comparing oneself withothers by social media users. The fear of missing out on information or trends motivates beauty influencersto continue being creative to attract the attention of TikTok users and get more followers. This researchaims to understand the meaning of behavior that occurs as a result of FoMO and how FoMO shapes themotivation of beauty influencers. The method used is qualitative research with a phenomenologicalapproach. 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 FoMOmotivates beauty influencers to continue to be creative in order to attract audience attention and gainprofits from their TikTok accounts. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/169 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 510-513 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/169/65 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/170 2026-04-29T07:32:49Z micocs:ART driver

Analysis Of Communication Strategies In Developing Halal Tourism InMalang District: Case Study In Jatim Park Migo, Isidorus Tedddy Tresnawati, Yuni Bakhour, Alyssa Edwina Imad Khalid Marketing Communication Strategy Halal Tourism Destination Branding Segmentation Targeting The large number of Indonesian people consisting of various tribes means that Indonesia has very rich localwisdom. This wealth, which has been recognized by UNESCO, is one of Indonesia's attractions in the eyes ofthe world, thus having an impact on increasing foreign Muslim tourists to Indonesia, especially to theMalang area. According to data in 2018-2022, there were a total of 17 thousand foreign tourists and 20million local tourists who visited Malang Regency. This research aims to analyze the communicationstrategies 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 numberof visitors in 2023 reaching an average of 20 thousand to 25 thousand tourists per day. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/170 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 514-532 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/170/66 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/171 2026-04-29T03:49:48Z micocs:ART driver

Optimizing Tiktok Social Media as a Means ofSocial Media Entrepreneurship(Descriptive Study on Makeup Artist Aldira @Makeupbyaldira) Rahayu, Suci Briandana, Rizki Kholisoh, Nur Social Media Entrepreneurship Social Construction of Technology (SCOT) makeup artist (MUA) Social Media Tiktok This research analyzes Social Media Entrepreneurship on the TikTok account of Aldira Sita, who is a youngmakeup artist (MUA) who is famous on TikTok with the account name @makeupbyaldira. Aldira has 46.1 Kfollowers and 1.6 M likes. This research also wants to understand Social Media Entrepreneurship from theperspective of Social Construction of Technology. Before the existence of TikTok social media, it was difficultfor 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. TikToksocial media made him famous from the content he uploaded. This content is what makes Aldira Sita oftenget MUA jobs. The aim of the research is to find out the process of Social Media Entrepreneurship on AldiraSita's TikTok account which makes it develop as expected so that she gets a make-up job and find out SocialMedia Entrepreneurship on Aldira Sita's TikTok account from the perspective of Social Construction ofTechnology. 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 AldiraSita and the audience uses Aldira's MUA services because they are interested after watching her videos onTikTok. The relationship between the researcher and reality must be interactive, for this reason theprinciple of triangulation is used, namely triangulation of sources, triangulation of data collectiontechniques, and time. The research results show that social media entrepreneurship is built through threeinfrastructures, including internet access, innovation and brilliant ideas. Tiktok social media can also beused as a means of business promotion and seeking information, including MUA content. MUA Ardila's socialmedia entrepreneurship on TikTok social media is seen from the perspective of Social Construction ofTechnology, it can be implemented that an individual in certain social circumstances uses TikTok as a meansto share MUA video content. Seeing profitable opportunities on Tiktok, this social group then turned it intoa platform that generates profits through the MUA video content it uploads. Professions that can bedeveloped from social media entrepreneurship on Tiktok social media are content creator, makeup artist(MUA), MUA Course, Affiliate, and Live Tiktok. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/171 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 533-548 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/171/67 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/172 2026-04-29T03:57:20Z micocs:ART driver

Empowerment Communication in the Developmentof Pampang Cultural Tourism Village Boer, Kheyene Molekandella Arsyad, Annisa Wahyuni Noor, Muhammad Empowerment Communication Community Participation Tourism Cultural Heritage Pampang Village is the sole cultural tourism destination in Samarinda, East Kalimantan. The spot attractsvisitors by exhibiting the social customs and traditions of the Dayak Kenyah group. Nonetheless, despite itsclassification 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 employsempowerment communication and participatory communication as umbrella theories to examine themultidimensional and multisectoral nature of tourism, necessitating collaboration and involvement toattain sustainable tourism objectives. This study employs a descriptive qualitative methodology via aliterature review, compiling diverse sources of literature and secondary data pertinent to the developmentof Pampang Cultural Village, empowerment, and participatory communication from an array of newsarticles, journal publications, books, and research reports. The research indicates that the establishment ofPampang Cultural Village has not yet identified an appropriate strategy to convert it into a tourism sectorthat may bolster the regional economy of East Kalimantan. The obstacles in tourism development involvenot only the improvement of tourism infrastructure but also the engagement of the community as activecontributors in the tourism process. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/172 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 549-570 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/172/68 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)

oai:ojs2.10.1.3.149:article/173 2026-04-29T04:00:46Z micocs:ART driver

Integration of Corporate Communication and MarketingCommunication in Strengthening the Corporate Image of Penta Books,an Import Book Distributor Chrisnugroho, Arry Cahyo Gusfa, Henni Hilderiah, Rosmawaty Marketing Communication Corporate Communication, Strategic Integration This research investigates the strategic integration of marketing communication and corporatecommunication within a leading educational book distribution company in Indonesia, PT. Penta IntiEdukasi. The research question addresses how these two forms of communication are integrated to supportthe company's brand image and strategic objectives. Utilizing in-depth interviews, the study explores theperceptions and practices of key stakeholders, including the CEO and the marketing team. The findingsreveal that the integration of marketing and corporate communications not only strengthens marketpositioning but also enhances relationships with stakeholders. This study provides new insights into theimplementation of integrated communication in the education sector, illustrating how both complementeach other to support educational advancement through high-quality educational material provision. Theconclusion of this study underscores the importance of synergy between marketing narratives andcorporate values in building a sustainable reputation and trust. Mercu Buana International Conference on Communication Science (MICOCS) 2026-04-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Conference Proceedings Submission application/pdf https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/173 Mercu Buana International Conference on Communication Science (MICOCS); Vol. 2 No. 1 (2025): Mercu Buana International Conference on Communication Science (MICOCS); 571-593 eng https://proceeding.mercubuana.ac.id/index.php/micocs/article/view/173/69 Copyright (c) 2026 Mercu Buana International Conference on Communication Science (MICOCS)