Publication Search

Advances in technology and social media have changed the way individuals obtain information and interact, especially in the context of global culture. BTS, a famous South Korean boy band, utilized social media to build a strong relationship with their fans, ARMY, through the campaign “Love Myself.” The campaign emphasized the importance of self-love and raised issues of mental health and violence. The campaign emphasized the importance of self-love and raised issues of mental health and violence. Through platforms such as Twitter and Instagram, BTS interacted directly with ARMY, who responded with significant support, including a 2.4 billion won donation to UNICEF. This interaction not only strengthened the online community but also helped boost fans' confidence. This research analyzes the impact of the “Love Myself” campaign on ARMY's engagement in social issues through social media. Furthermore, the resulting impact provides important insights into how celebrities and social media can influence broader social change. The campaign also reflects a shift in traditional ways of advocating and supporting social issues.

The revitalization of the Rukun Masyarakat (Parukmas) Market through innovative Instagrammable photo spots is a strategic effort to develop the potential for creative tourism in Yosodadi Village, Metro Timur District. The market, which previously served only as a center of local economic activity, is being revitalized into a public space-based tourist destination that is aesthetic, educational, and attractive. This transformation aims to create a new experience for visitors by presenting an engaging, thematic visual design that aligns with social media trends, particularly Instagram. This research aims to design and implement Instagrammable photo spots that can enhance the appeal of Parukmas Market and evaluate their impact on increasing visitor numbers and empowering the surrounding community economically. The research method used is participatory, involving the community, vendors, and local stakeholders in the planning, design, and construction of the facility. Evaluation is conducted through direct observation of market activities and visitor satisfaction surveys to assess responses and perceived benefits. The expected outcome of this activity is the creation of a creative space that can enhance social interaction, strengthen local identity, attract tourists, and open new business opportunities for the community, thereby strengthening the local economy and increasing vendor income.

The Indonesian Solidarity Party (PSI) distinguishes itself as the sole political party actively promoting its platform through mainstream media. Social media has become integral to political campaigns in Indonesia, with PSI leveraging these platforms more effectively than its contemporaries since its establishment in 2014. PSI sought to position politics as an engaging activity for diverse audiences and to reduce political apathy among young people. The research method used by the researcher was a qualitative descriptive-analytical approach, utilizing the theory of Harold D. Laswell's concepts of new media and political communication (propaganda). Thus, the results of the research that has been conducted, it can be concluded that, (1) PSI is able to establish itself as a party that is closely related to young people and digital; (2) Instagram is PSI's main platform that focuses on attracting the sympathy of young people, becoming the most effective platform in conveying political messages visually and audio-visually, (3) In the elections for the Indonesian House of Representatives and the Jakarta Province DPR D, PSI obtained an increase in votes compared to the 2019 Election, (4) PSI's political communication has characteristics that prioritize party communication with a youthful style and the capacity of figures.

Consumptive behavior among college students has increased along with the development of social media that plays a role in shaping modern lifestyles. This study was conducted to determine the effect of Instagram social media use and hedonistic lifestyle on the consumptive behavior of female students in the Culinary Arts Education Study Program, Universitas Negeri Medan. The study used a quantitative approach with multiple regression analysis methods. Data were obtained by distributing questionnaires to 52 respondents selected using a simple random sampling technique. The results showed that Instagram social media use had a significant effect on consumptive behavior with a significance value of 0.049, while hedonistic lifestyle had a more dominant effect with a significance value of 0.000. Simultaneously, both variables had a positive and significant effect on consumptive behavior with an R² value of 0.418, meaning that 41.8% of the variation in consumptive behavior was explained by these two variables. Based on these results, it was concluded that the higher the use of Instagram social media and hedonistic lifestyle, the greater the tendency of students to behave consumptively.

The rapid growth of social media in Indonesia has transformed marketing communication strategies, particularly in producing creative promotional content. Instagram Reels has emerged as an effective platform for building brand awareness through short and engaging videos. This study was conducted during an internship at PT Waskita Fim Perkasa Realti and focuses on the production process of Instagram Reels content for Vasaka Solterra. The first objective is to examine the workflow of promotional video production across three stages, pre-production, production, and post-production. The second objective is to identify challenges faced by the Marketing Communication Division. Using qualitative methods, including observation, interviews, participation, and literature review. This study found that pre-production involves idea development, content research, and storyboard creation. The production stage includes smartphone-based video shooting and voice-over recording to ensure message clarity. Post-production centers on editing using CapCut and applying a consistent visual identity before publication. The study also identifies several obstacles, such as limited human resources, minimal equipment availability, and coordination delays with external partners. These findings highlight the need for increased production personnel, improved interdepartmental collaboration, and enhanced equipment support to optimize the overall content production process.

Fore Coffee's #FOREsponsible campaign prioritizes the principle of environmental conservation. They collaborate specifically with a company called Robries, which processes plastic waste into valuable products such as furniture and home decor. This study aims to determine how much influence the #FOREsponsible public relations campaign message has on Fore Coffee's brand image. The theory used is the Campaign Message theory (variable X) in accordance with Venus's research (2019), with indicators including Message Content, Message Structure, and Message Frame. Brand image (variable Y) is measured based on the dimensions of strength, favorability, and uniqueness in accordance with Keller's theory (2013). This study uses a quantitative approach with a survey method, namely by distributing questionnaires to 94 samples selected using the Slovin formula, probability sampling techniques, and simple random sampling methods. The collected data were then analyzed using simple linear regression techniques. The results of the analysis show the influence of variable X (Campaign Message) on variable Y (Brand Image). From the results of simple linear regression, the R Square value (coefficient of determination) was obtained at 63.3%, which means that approximately 63.3% of the influence on Fore Coffee's brand image comes from the #FOREsponsible campaign message on Instagram. While the remaining 37.7% is influenced by other factors not covered in this study. This proves that the campaign message has a significant influence on Fore Coffee's brand image.

This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

This research is motivated by the increasing amount of waste caused by high levels of public consumption, limited waste management facilities, and low environmental awareness. Lyfe With Less, an eco-friendly community, utilizes the function of Public Relations to deliver information and raise public awareness. This study aims to (1) identify the #SalingSilang campaign message conducted by Lyfe With Less, (2) examine the attitudes of Instagram followers of @lyfewithless toward the campaign, and (3) measure the influence of the #SalingSilang Public Relations campaign message on followers’ attitudes. The research applies the Campaign Message Design Theory, which includes message content, structure, and framing, as well as the Attitude Component Theory, which covers cognitive, affective, and conative aspects. A quantitative approach was used with a survey method by distributing questionnaires to 81 respondents selected randomly through probability sampling. The results show that the #SalingSilang campaign message received positive responses and had a significant and strong influence on followers’ attitudes. Within the Public Relations campaign message, the key message was found to be the most influential factor in the message content dimension, while in followers’ attitudes, the conative component showed the greatest change, particularly in reducing overconsumption and encouraging the optimal use of products.

This research was conducted based on the importance of the image of educational institutions in gaining public trust, making the role of Public Relations (PR) as a public communication manager highly essential. MTs Fathur Rahman Sukorambi Jember was chosen as the research site because the institution is currently striving to enhance its positive image through the optimization of media and sustainable publicity strategies. The aim of this study is to describe the role of PR in building the image of the madrasah, as well as to analyze the communication strategies employed, the forms of publicity implemented, and the challenges faced in its execution.This research applies a qualitative approach with a field research design. Informants were selected through purposive sampling, involving parties considered relevant and knowledgeable about public relations activities, such as the head of the madrasah, PR staff, teachers, students, and parents’ representatives. Data were collected through observations of madrasah activities, in-depth interviews, and documentation in the form of archives and published media. The data were analyzed descriptively, emphasizing the researcher’s interpretation of communication patterns, publicity strategies, and their impact on public perception of the madrasah’s image.The findings reveal that PR functions as a communicator, mediator, and builder of a positive madrasah image. The use of conventional media and digital platforms such as Facebook, Instagram, and WhatsApp Groups has proven effective in reaching a wider community and enhancing public interaction. Documentation of academic and non-academic activities also strengthens the legitimacy of the institution’s achievements. The main obstacles encountered include limited human resources, technological facilities, and consistency in information management. Nevertheless, overall, the role of PR has been proven significant in improving the positive image of MTs Fathur Rahman Sukorambi Jember.

In recent years, there have been more and more cases of misuse of social media accounts, especially Instagram, through hacking carried out by individuals for illegal purposes. These hacks often involve using the victim's account for fraudulent actions, such as requesting money via the direct messaging feature to the account's followers. This problem raises a number of legal questions, including how the law regulates hacking and fraud on social media platforms such as Instagram, as well as the types of criminal sanctions that can be imposed on perpetrators. This research uses a normative legal approach to analyze existing regulations, especially the Information and Electronic Transactions Law (UU ITE). Based on the ITE Law, hacking is defined as an illegal activity to access, take or transfer electronic system data without permission, which can be subject to criminal penalties in the form of imprisonment and/or fines. In addition, if hacking is followed by fraud, the perpetrator can be charged with additional articles related to fraud as regulated in the Criminal Code (KUHP). This research also highlights the important role of social media organizers in protecting users through developing security features such as data verification. It is hoped that the results of this research can contribute to strengthening legal protection for social media users in the digital era.

This study aims to describe the characteristics of AIESEC Future Leaders (AFL) promotional content on the Instagram account @aiesecupnvy using a descriptive qualitative approach and Charles Sanders Peirce's semiotic analysis. Promotional content was chosen as the focus of the research because it plays a crucial role in building audience interest and understanding of the self-development programs offered. The research results indicate that AIESEC UPNVY utilizes several types of visual and verbal signs designed to attract attention and build emotional closeness with its target audience, namely students and young people. Content highlighting program benefits, testimonials from previous participants in the form of single words, expressions of delegates' happiness, and symbolic videos about togetherness proved effective in creating social proof and strengthening AFL's image as a program that provides valuable experiences. This strategy aligns with the AIDA principle, where each piece of content is designed to attract attention, generate interest, cultivate desire, and encourage registration action. Additionally, using a cutting-edge approach thru creative visuals, short narratives, and authentic content strengthens the promotional appeal on digital platforms. Overall, this study concludes that the AFL promotional content has been strategically and innovatively crafted, enabling it to enhance the effectiveness of marketing communication and help strengthen audience engagement with the program.

This study aims to analyze interactive content strategies, value perceptions, and consumer engagement at PT. Indo Bismar Surabaya. The background of this study is based on the increasingly dominant trend of short video-based marketing on social media, yet Indo Bismar's consumer engagement levels remain limited. The research method uses a qualitative approach with a case study design. Data was collected through semi-structured interviews with digital marketing staff, interns, and consumers, and reinforced by observing content on the company's official Instagram account. The analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The results show that Indo Bismar's content strategy is dominated by entertainment content oriented towards visibility, while product information only receives a small portion. The creativity of the internship team strengthens content implementation, but limited human resources and budget hinder consistency. Consumers rate content value higher when information, entertainment, and interactivity are present simultaneously, which ultimately increases engagement. This study confirms that the success of digital marketing depends not only on content creativity, but also on the organization's ability to strategically manage internal resources.

This study analyzes the influence of visual aesthetics on Instagram feeds in shaping the brand image of @wmdfashion among its followers. In the digital era, visual presentation has become a key factor in how audiences perceive fashion brands, particularly through elements such as color consistency, layout, visual style, and content creativity. This research employs a quantitative approach using an online survey distributed to 100 active followers of @wmdfashion. A Likert-scale questionnaire was used to measure perceptions related to feed aesthetics and brand image. The data were analyzed descriptively and through simple linear regression to examine the effect of the independent variable on the dependent variable. The findings show that Instagram feed aesthetics have a positive and significant impact on brand image, indicating that visually consistent and appealing content strengthens perceived quality, brand associations, and consumer trust. These results underscore the strategic importance of visual branding for local fashion businesses in enhancing audience engagement and building a favorable digital brand image.

This study aims to analyze Indibiz Bogor’s digital marketing strategy in enhancing brand awareness through the use of Instagram Reels, with a specific focus on the role of content creators in planning, producing, and optimizing short-video content. As social media increasingly becomes a primary promotional channel, businesses are required to produce creative and relevant content capable of attracting and engaging audiences effectively. This research employs a qualitative approach, with data collected through observation, interviews, and documentation conducted during October–November 2025. The findings show that content creators play a strategic role in idea development, trend analysis, audience needs identification, and producing visual materials that align with Indibiz’s brand identity. Instagram Reels are proven effective in increasing audience engagement, expanding reach, and strengthening brand perception across digital platforms. However, several challenges persist in the production process, including suboptimal internal coordination, sudden concept revisions, and limited production time. These findings highlight the importance of more structured content planning, improved team communication, and consistent performance evaluation to optimize Indibiz’s digital marketing efforts and maximize their impact on brand awareness.

This study examines the inconsistency between the messages and behaviors of online preachers from Generation Z within the perspective of Islamic education. In the digital era, social media platforms such as TikTok, YouTube, and Instagram have become primary spaces for modern da’wah that are interactive and appealing to younger audiences. However, this advancement also presents significant challenges, particularly the dissonance between the Islamic values conveyed and the preacher’s actual behavior in the public sphere. This research employs a library research method by analyzing theories of communication, digital media, and Islamic education. The findings indicate that the main factors contributing to this inconsistency include algorithmic pressure from social media, commercialization of da’wah, lack of religious mentorship, and the digital culture of Gen Z that prioritizes popularity. From the standpoint of Islamic education, this phenomenon underscores the importance of integrating digital literacy, online preaching ethics, and character formation into both formal and non-formal educational curricula. Therefore, this study recommends strengthening the role of Islamic educational institutions in guiding young preachers so that digital da’wah remains ethical, educational, and truly reflective of authentic Islamic moral and spiritual values.

The mentoring program was implemented to address issues related to the low practice of financial recordkeeping and the suboptimal utilization of digital marketing among Aisyah Laundry MSMEs in Dusun Gatak. The objective of this activity was to implement a simple financial recording system, build a basic understanding of the separation between personal and business finances, and introduce digital marketing strategies aimed at enhancing business management effectiveness. The methods employed included a participatory approach through initial condition observation, socialization of the benefits of recordkeeping, training in the use of simple bookkeeping formats, digital content training, and outcome evaluation. The results demonstrated a significant improvement in the regularity of daily transaction recording, administrative skills, and the establishment of a more systematic financial management pattern. In the marketing aspect, activation of the business’s Instagram account contributed to expanded service information outreach, increased customer interest, and a shift in the business owner's perspective regarding the importance of digital media. These findings affirm that hands-on mentoring is effective in improving financial and digital literacy among MSMEs and in encouraging sustainable changes in business behavior.

Motorcycle communities not only function as a platform for hobbies but also as a medium for shaping identity and image within society. In this context, the role of Public Relations is crucial in maintaining reputation and building positive relationships with the public. A strong brand image helps the community sustain its existence while countering the negative stigma often associated with motorcycle groups. This study aims to explore and analyze the Public Relations planning of Biker Jowo Depok in maintaining its brand image, using the RPACE model (Research, Planning, Action and Communication, Evaluation) by Cutlip & Center (2017). The theoretical framework of this research refers to the concept of Public Relations planning by Cutlip & Center. The method used is qualitative descriptive, with data collection techniques including in-depth interviews, secondary data from the website and Instagram, as well as documentation. Data validity was tested through source triangulation involving the public and community members. The results show that Biker Jowo Depok implements all four dimensions of Public Relations planning according to the RPACE model. The community utilizes social media and various offline activities to build a positive image based on Javanese cultural values, such as togetherness (guyub), social awareness (tanggap), and cultural preservation (nguri-uri). Evaluation is carried out periodically through social media engagement analysis and feedback from members. The main challenges faced include negative stereotypes toward motorcycle communities and competition with other groups. However, through adaptive and collaborative Public Relations strategies, Biker Jowo Depok has succeeded in maintaining its image as a professional, culturally-rooted, and socially conscious community.

This study investigates the influence of the vocabulary terms “selumbari” and “tulat” on efforts to develop and cultivate the Indonesian language, particularly through expanding public lexical awareness via social media. These two terms, originating from local linguistic traditions, possess significant potential to be integrated into modern Indonesian as part of cultural preservation and the strengthening of national linguistic identity. The research employed a descriptive quantitative method, collecting data through the dissemination of educational videos and Google Form questionnaires on social media platforms such as Instagram, WhatsApp, and TikTok. Respondents consisted of students, university students, the general public, and various other social groups. Analysis of responses from 20 participants revealed that most respondents had never heard or read the words “selumbari” and “tulat.” However, the majority stated that both words were easy to understand and contributed positively to vocabulary development in Indonesian. The findings indicate that social media plays a strategic role in introducing and popularizing new vocabulary to a wide audience. This study also highlights the importance of vocabulary enrichment as part of ongoing Indonesian language development, ensuring that the language remains adaptive to contemporary changes while representing local cultural richness. The implications of this research may serve as a reference for educators, linguistic institutions, and policymakers in formulating strategies to enhance vocabulary literacy, especially among younger generations.

The development of digital technology has transformed how businesses build brand image through social media. This study aims to determine the role of creative content in enhancing the brand awareness of Sopiri Driving School through social media platforms such as Instagram and TikTok. The research method used is Research and Development (R&D) adapted from the Borg & Gall model, consisting of problem identification, design, development, testing, and evaluation stages. The study produced two promotional videos of 30 seconds each. The results showed that implementing creative content with storytelling and dynamic visuals significantly increased brand awareness. Trial data revealed that social media followers increased by more than 90%, and the engagement rate rose from 3.5% to 8.2% after the content was published. Moreover, 83% of survey respondents stated they recognized Sopiri Driving School after watching the promotional videos. The study concludes that creative content plays an essential role in building a professional brand image and attracting audiences through social media. An effective content strategy not only serves as a promotional tool but also as an interactive communication medium that strengthens the emotional bond between the brand and its audience.