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This study aims to analyze the role of Digital Public Relations (DPR) in maintaining public trust in Kopi Tuku's reputation through its Instagram account @tokokopituku. Using qualitative methods with documentation studies, this study analyzed feed posts, captions, comment interactions, and related digital documents. The results show that Kopi Tuku implements a consistent digital communication strategy through simple visuals, humanistic storytelling, and a friendly style of language. This creates a deep perception of authenticity and transparency in the eyes of consumers. Although comment interactions are not too intense, the principle of symmetrical communication is still applied with quick and friendly responses. The consistency of brand values ​​and identity further strengthens public trust, maintaining Kopi Tuku's reputation amidst the intense competition in the coffee industry. This research contributes to the development of digital PR studies and serves as a reference for local coffee industry players in formulating social media-based communication strategies to build closer relationships with consumers.

Pocari Sweat Run as an annual running event of PT. Amerta Indah Otsuka since 2013 has been the main platform to build the brand image of isotonic drinks through an inclusive offline and online hybrid experience. Instagram account @pocarisportid plays a strategic role with digital content such as race teasers, runner testimonials, and UGC content to strengthen the perception of the event as part of a healthy lifestyle. Pocari Sweat Run as one of the National running events utilizes the Instagram account @pocarisportid to convey information, value, and event experience to the audience on a regular basis. This research attempts to examine the role of digital content Instagram @pocarisportid in strengthening the image of the event Pocari Sweat Run. This research uses descriptive qualitative approach with content analysis method. Data analysis was conducted using Ardianto image theory and The Theory of Uses and Gratifications. The finding demostrated  @pocarisportid digital content was able to build a positive image of Pocari Sweat Run as a healthy, professional and inclusive running event. Promotional and educational content represents the expected image (wish image), while documentation of activities and participant testimonials reflect the mental image that emerged from the audience. In addition, digital content is able to meet the needs of information, entertainment, and social interaction of audiences. The implications of this study indicate that the management of digital content that is consistent and oriented to the needs of the audience can be an effective communication strategy in strengthening the image of sports events.

The development of digital technology has encouraged the government to utilize social media as an effective means of public communication. The Ministry of Agriculture is one institution that actively uses Instagram to convey information, build a positive image, and interact with the public. This study aims to determine the Public Relations strategy in managing the Instagram social media account @kementerianpertanian. This study uses the Public Relations strategy theory from Cutlip and Center, which consists of four stages: problem identification, planning and programming, communication and action, and evaluation. The research method used is a descriptive qualitative approach, with data collection techniques through in-depth interviews and documentation of the Ministry of Agriculture's Public Relations team. The results show that the Ministry of Agriculture's Public Relations has implemented a planned communication strategy, starting from planning informative and educational content, utilizing Instagram features such as reels, stories, and live to increase interaction, to routine evaluation based on engagement data (likes, shares, comments, and saves). This strategy also adapts to social media trends and audience needs. Public Relations actively responds to user questions and comments to maintain two-way communication. However, challenges such as negative comments, limited resources, and changes in the Instagram algorithm are obstacles that still need to be overcome. Overall, the implemented strategy has successfully supported the improvement of the image and transparency of public information within the Ministry of Agriculture.

This study examines the video content production process at Digital Hub Sinar Mas Land as a visual communication strategy to support branding for a digital innovation area. The background of this research stems from the increasing need for organizations to produce creative and informative content as social media becomes a primary channel for information distribution. The study aims to describe the stages of pre-production, production, and post-production, and to identify challenges that affect the effectiveness of video content creation. A qualitative descriptive method was used through active participation, observation, interviews, and literature review. The findings show that concept planning, scriptwriting, and storyboard development form the foundation of successful production. The production stage emphasizes camera techniques, talent coordination, and visual consistency aligned with communication goals. The post-production stage focuses on technical editing to strengthen the audiovisual message structure and prepare content for publication. Key challenges were found in storyboard development, talent performance during filming, and audio processing that required detailed adjustments. The results highlight the importance of thorough planning and coordinated teamwork to ensure that video content effectively supports branding strategies.

This study aims to analyze the government's communication strategy in communicating the salary increase policy for State Civil Apparatus (ASN) and non-ASN teachers in 2025. The study used a qualitative approach using a literature review method, examining various official government sources, policy reports, and relevant scientific publications. The analysis focused on three main aspects of the communication strategy: information transmission, message clarity, and consistency of communication between institutions. The results show that the government has utilized various communication channels, both conventional and digital, to disseminate the policy to the public. However, several obstacles remain, such as limited access to information in remote areas, the emergence of misinformation on social media, and suboptimal communication coordination between relevant institutions. On the other hand, the development of digital technology and the increasing transparency of public information provide significant opportunities to strengthen the effectiveness of policy communication. A more integrated, clear, and inclusive communication strategy is considered crucial for increasing public understanding and support for the teacher salary increase policy. This policy is expected to not only improve teacher welfare but also contribute to the sustainable improvement of the quality of national education.

The development of the laundry business requires an effective visual communication strategy to build brand image and competitiveness. This study aims to design a visual branding strategy for Titu Binatu, a laundry UMKM in Tembalang, Semarang. Through a visual communication design approach, this study analyzes visual identity elements such as logos, colors, typography, and promotional media in shaping consumer perceptions. The method used is qualitative through observation, interviews, and literature studies. The results show that Titu Binatu needs a strong visual identity and appropriate promotion to reach the market, especially students and workers. Strengthening branding with offline and online media is needed so that visual branding becomes a strategic tool in business development in the digital era.     

This study examines the communication strategy implemented by the Surabaya Transportation Agency in providing education about Traffic Impact Analysis (Andalalin) at Siola Mall with the aim of increasing public understanding and trust in the service. Using a qualitative descriptive approach, data were collected through field observations, activity documentation, and literature studies, then analyzed using the Miles and Huberman model. The findings show that humanely designed communication—prioritizing empathy, information openness, and quality assurance of service—can strengthen the relationship between officers and the community and increase the level of public trust. Communication practices include the delivery of simplified technical information, two-way dialogue to accommodate citizens' aspirations, and demonstrations of transparent Andalalin procedures. Factors that support success include officer competence, consistency of message, and the use of communication media that suits the character of the audience. The obstacles found include initial resistance from the community, limited resources, and the complexity of urban transportation issues. The research recommendations include strengthening the communication capacity of officers, developing participatory educational materials, and cross-sector collaboration to ensure the sustainability of Andalalin's education program and improving the quality of public services in Surabaya.

The flash floods and landslides that occurred in Central Aceh and Bener Meriah Regencies demonstrate that disaster issues are not only related to natural factors but are also influenced by community social communication patterns. This study aims to analyze disaster communication based on local wisdom to improve preparedness, emergency response, and recovery of disaster-affected communities. The study used a qualitative approach with a case study method. Data collection was conducted through in-depth interviews with traditional leaders, religious leaders, village officials, and affected communities, as well as field observations and documentation studies. The results indicate that the local wisdom of the Gayo community, such as the role of the village reje, mosque imam, customary deliberations, and the value of maintaining natural balance, serves as an effective and trusted disaster communication medium. However, this local wisdom has not been optimally integrated into the formal disaster communication system of the local government. This study recommends strengthening the synergy between modern communication and local wisdom as a sustainable and contextual disaster communication strategy.

This study confirms that brand trust and product involvement have an important role in increasing brand engagement among Kamen RareBali consumers. The analysis results show that brand trust has a significant positive effect, meaning that the higher the level of consumer trust in the brand, the greater their involvement with the brand, both through interactions on social media and product purchases. This is in line with the theory that trust in the brand is an important foundation in building loyalty and long-term relationships with consumers. Meanwhile, product involvement also shows a significant positive effect, indicating that consumers who feel more involved, interested, or care about the product tend to be more active in brand engagement . These findings indicate that Kamen RareBali needs a strategy that emphasizes improving consumer experience with the product, including through educational content, interactive promotions, and personalized services. Simultaneously, these two variables explain 63.1% of the variation in brand engagement , implying that other factors such as service quality, shopping experience, and communication strategy also influence consumer engagement. The practical implication is that companies should focus on building brand trust through positive reputation, testimonials, and transparency, as well as increasing product engagement through emotional experiences and meaningful interactions.

This study aims to analyze the marketing strategy implemented by the Ngurah Rai Taxi Transportation Cooperative in responding to competition in the transportation industry in the digital era. Unlike application-based transportation companies, Ngurah Rai Taxi is a local transportation service provider that does not use a booking application, but instead relies on direct marketing activities at Ngurah Rai International Airport and the use of social media as a marketing communication tool. This study employs a descriptive qualitative approach, with data collected through in-depth interviews, field observations, and documentation. The research informants consist of an operational manager, field staff, a social media administrator, and taxi drivers. The findings indicate that the marketing strategy of Ngurah Rai Taxi emphasizes personal interaction, trust, and its image as an official airport taxi. Analysis using the AIDA model shows that consumer attention and interest are built through physical presence in the airport arrival area and direct communication, while desire and action are influenced by factors such as safety, fare certainty, and service comfort. This study confirms that direct service-based marketing strategies remain relevant and competitive within the context of Bali’s tourism market.

This study aims to analyze digital communication planning through Instagram to market MAKA Cavalry products at the MAKA Showroom in Gading Serpong . As a local automotive company producing electric motorcycles, MAKA Motors faces significant challenges from competitors and the importance of building brand awareness through digital media. The study used a qualitative approach using Regina Luttrell's Circular Model of SOME (Share, Optimize, Manage, Engage) as the foundation for its digital communication strategy. Data were collected through participant observation, in-depth interviews, and documentation of the activity of the @ makamotorsgadingserpong_vina Instagram account. The results show that a structured digital communication plan through Instagram can increase visibility, audience interaction, and brand image of MAKA Cavalry products. The strategies implemented include creating relevant and visually appealing content, optimizing posting times and hashtags, consistent account management, and encouraging audience engagement through two-way interactions. This study highlights the importance of evaluating Instagram insights and adapting content to suit the needs of the target audience. These findings can serve as a reference for the local automotive industry in optimizing social media as a marketing tool for environmentally friendly technology-based products.

This study aims to analyze the Samsat (Village Unit) communication strategy in improving taxpayer compliance with Motor Vehicle Tax (PKB) in Pandeglang Regency. The study employed a qualitative approach, with data collection techniques including in-depth interviews, non-participant observation, and documentation studies. Informants were selected purposively, including internal Samsat personnel (heads of technical implementation units, socialization officers, social media administrators, Mobile Samsat coordinators, and the Regional Revenue Agency) and the public (compliant taxpayers, delinquent taxpayers, and community leaders). Data analysis was conducted using an interactive model through reduction, presentation, and drawing conclusions through source triangulation. The results indicate that communication strategies through direct outreach, social media, Mobile Samsat services, and the Tax Amnesty Program have proven effective in increasing taxpayer participation and compliance. The amnesty program, in particular, is effective in attracting delinquent taxpayers and has an impact on increasing regional revenue. This study concludes that an appropriate, consistent, and community-based communication strategy plays a crucial role in optimizing PKB revenue. These findings can serve as a reference for formulating more innovative and sustainable communication strategies to increase Regional Original Income (PAD).

. This study aims to analyze the communication strategy of the Serang City Investment and One-Stop Integrated Services Agency (DPMPTSP) in providing public services to the community, as well as identifying supporting and inhibiting factors in its implementation. This study uses a qualitative method with a descriptive approach. Primary data were obtained through in-depth interviews, observation, and documentation, while secondary data were collected from literature, regulations, and related official sources. The focus of the study is directed at the application of the two-way symmetrical communication theory that emphasizes interactive dialogue, feedback acceptance, communication equality, and active community participation. The results show that the Serang City DPMPTSP implements various communication strategies, including delivering information face-to-face and digitally (website, social media, and SKM barcodes), providing complaint channels, and involving the community in service evaluation. Supporting factors include the availability of service facilities, competent human resources, and information technology support. Inhibiting factors include limited digital literacy in the community, technical system obstacles, and differences in the level of public understanding of service procedures.

This study aims to analyze the strategies implemented by Hotel Abadi in Serang City to maintain its image and reputation amidst the increasingly competitive hotel industry and pressures caused by the COVID-19 pandemic. A descriptive qualitative approach was used with a SWOT analysis technique to identify the strengths, weaknesses, opportunities, and threats facing the hotel. The results show that Hotel Abadi still relies on the strength of social relationships and loyalty of existing customers as reputation capital, but has not been able to manage its image comprehensively in accordance with the principles of image management theory. The communication strategies used are still conventional, such as banners and direct promotions, and have not yet touched on the realm of digital branding and professional management of customer feedback. On the other hand, the threat from new, more modern hotels that are more adaptive to technological developments is an urgent external challenge that requires a strategic response. Hotel Abadi must also pay more attention to service quality, not only from the physical side but also the overall customer experience. Given the rapid development of technology, management needs to formulate a more targeted and effective digital communication strategy to reach a wider audience through social media and websites. Hotel Abadi is advised to undertake a strategic transformation that is not only promotion-oriented, but also includes strengthening brand identity, improving service quality based on customer needs, and structured reputation management with an image management approach.

This study aims to describe and analyze the communication strategy of the General Affairs (GA) Division of PT The UNV Serang in managing work relationships with outsourced workers from PT Tri Karya Cemerlang (TKC). Using a qualitative approach and in-depth interview methods, this study found that the GA Division implemented a structured and effective communication strategy, reflecting a deep understanding of Communication Strategy Theory, Organizational Communication, and Communication Management. The strategy involved thorough planning, flexible implementation, and continuous evaluation. The GA Division used various communication channels such as WhatsApp groups, weekly face-to-face meetings, and the use of visual media (photos/videos) to ensure clear and directed communication. This multi-channel approach facilitated timely and accurate information flow between departments and outsourced workers. Additionally, the GA Division positioned itself as a "communication bridge," centralizing coordination for all departments and ensuring smooth operational processes. The communication pattern employed was an effective combination of formal, hierarchical communication and informal, personal communication. This combination served to strengthen relationships, foster mutual understanding, and promote a collaborative work environment. The study highlights the importance of a strategic and adaptable communication framework that ensures seamless coordination, promotes positive work relationships, and contributes to organizational success. This research can serve as a reference for improving communication strategies in similar organizational settings.

This study analyzes the communication methods used by the Sharia Savings and Loan and Financing Cooperative (KSPPS) Abdi Kerta Raharja to increase a positive image through the Corporate Social Responsibility (CSR) program in the ZISWAF division. The primary focus is on how effectively the CSR program’s messages are delivered and how they contribute to building trust and fostering good relationships with the community. A qualitative research method with a descriptive approach was employed, involving data collection through in-depth interviews, observations, and literature studies. The findings indicate that KSPPS Abdi Kerta Raharja has successfully implemented various CSR initiatives designed to empower the community and enhance welfare, which, in turn, has contributed to a positive image of the cooperative in the eyes of the public. Furthermore, the study examines how the community perceives and responds to these programs, how information is disseminated through media, and the impact on member loyalty. This research highlights the significance of communication in ensuring the effectiveness of CSR efforts and the strengthening of community ties. The results are expected to provide insights for KSPPS managers to develop improved and sustainable communication strategies that will help foster a positive image and further the success of CSR programs in the future.

This study examines the communication strategy of PT Nutrifood Indonesia through the L-Men Creator Crew (LCC) program as an implementation of the Integrated Marketing Communication (IMC) theory within the context of digital affiliate marketing. The research background stems from the shifting marketing landscape toward collaboration with content creators as a means to build authentic relationships and enhance brand awareness. The purpose of this study is to analyze how L-Men’s communication strategy is integrated across various IMC elements, including advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing. This research employs a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation. The findings indicate that L-Men successfully established an effective two-way communication system with its affiliate community through a community-based approach, personalized guidance, and consistent promotional support. The integration of messages across digital channels creates synergy that strengthens the brand image as an active, inspiring, and relevant brand for the younger generation. The implications of this study emphasize the importance of implementing IMC that focuses on long-term relationships and community collaboration in contemporary digital communication strategies.

The study explores the communication strategy of the Public Relations Division of the Ministry of Home Affairs (Kemendagri) in responding to the wave of student and community demonstrations in early September 2025. This research aims to identify the strategic approach and challenges faced by the division in managing public communication during a national socio-political crisis. Using a qualitative descriptive method through observation, participation, and in-depth interviews with two informants from the division, the study reveals that Kemendagri’s communication strategy emphasized transparency, cross-institutional coordination, and the empowerment of local governments to maintain stability. The division also adopted multi-channel communication, including social media, press releases, and press conferences, ensuring message consistency and public reassurance. However, several challenges were identified, such as the sensitivity of political issues, the spread of misinformation and hoaxes, limited human resources, and the suboptimal implementation of two-way communication. The findings indicate that public communication during a crisis requires accuracy, empathy, and collaboration across institutions. This study implies that strengthening transparency, enhancing crisis communication skills, and improving digital responsiveness are essential for the Ministry’s public relations performance in future crises.

The rapid development of digital technology has encouraged public institutions to adapt their communication strategies to social media platforms. This study aims to analyze the digital communication strategy of Perumda Transpakuan Bogor through TikTok as a medium for public service communication. Using a descriptive qualitative approach, data were collected through observation of the official TikTok account, in-depth interviews with the Public Relations Division, and documentation. The findings show that Perumda Transpakuan Bogor applies three main pillars in its TikTok communication strategy: setting communication objectives, developing a light and informative communication style, and maintaining content consistency through a monthly content plan. The role of the Social Media Specialist is central in managing production stages from pre-production to post-publication by aligning creative trends with institutional messages. The results also reveal that TikTok effectively increases public awareness and engagement through interactive, educational, and entertaining content. This research implies that strengthening digital communication capacity and continuous evaluation of media strategies are essential for improving public service innovation and institutional credibility in the digital era.

This study examines the public communication strategy implemented by the broadcasting division of the Bogor City Communication and Informatics Office (Diskominfo) in producing and disseminating video content through social media as a means of public information and education. A descriptive qualitative approach was used, using observation, interviews, and document study techniques to gain an in-depth understanding of contextual communication practices. The results indicate that the public communication strategy was implemented through three main stages: pre-production, production, and post-production. In the pre-production stage, messages relevant to community needs were planned. The production stage focused on creating content that was informative, engaging, and easily understood by the audience, while the post-production stage included the dissemination and evaluation of message effectiveness. Challenges encountered included limited resources, technical issues, and sometimes suboptimal coordination between departments. However, these obstacles were overcome through teamwork, technical training, and more efficient equipment management. This study confirms that video content plays a strategic role in strengthening the relationship between the government and the community and encouraging transparency and public participation. Continuous evaluation based on audience feedback is recommended to improve the effectiveness of future communication.