Publication Search

After achieving success with the #LoveAvoskinLoveEarth initiative, Avoskin continues its efforts by launching a new eco-friendly campaign called #MulaiDariMejaRias. In this campaign, Avoskin invites skincare product users to be more careful in choosing care items, and to use appropriate products for simplicity and sustainability. Brand image plays a very important role in marketing its products. One way to build a positive view in the community is through campaign activities. This study aims to analyze the impact of the message from the #MulaiDariMejaRias campaign via Instagram @avoskinbeauty, assess Avoskin's Brand Image related to the campaign, and evaluate the influence of public relations messages in the #MulaiDariMejaRias campaign on Avoskin's Brand Image on Instagram. The theory applied in this study refers to Messages from Perloff (2017), Soemirat, Soleh & Ardianto (2018) regarding brand image variables. The approach used in this study is a quantitative approach with a survey method to 86 respondents of Instagram followers @avoskinbeauty, using a random sampling technique. The research results showed a 41% impact of the #MulaiDariMejaRias public relations campaign message on Avoskin's brand image on Instagram. Furthermore, the #MulaiDariMejaRias campaign message was emotionally and linguistically effective, and the campaign successfully improved brand image through audience attitudes.

This research aims to examine the relationship between the credibility of brand ambassador Ariel Noah and brand awareness of GoSend services among Instagram followers @gosendindonesia.  The background of this research is based on the increasing use of brand ambassadors as a communication strategy for marketing digital services via social media.  The credibility of brand ambassadors in this research is measured through three dimensions, namely expertise, trustworthiness and attractiveness, using the Source Credibility Theory proposed by Hovland et al.  (1953).  The research method used was quantitative with a correlational approach, through a questionnaire survey distributed to 93 respondents following Instagram @gosendindonesia.  The research results show that Ariel Noah's expertise has a positive and significant relationship with GoSend brand awareness with a correlation coefficient of 0.454 (medium category).  Trustworthiness also shows a positive and significant relationship with a correlation coefficient value of 0.407 (medium category).  Meanwhile, attractiveness has a positive and significant relationship with brand awareness, but with a low level of relationship with a correlation coefficient of 0.385.  These findings show that brand ambassador credibility has an important role in building brand awareness of GoSend services through social media.

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 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.

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 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.

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.

The rapid development of digital technology has positioned social media, particularly Instagram, as a strategic channel for brands to conduct digital marketing and brand activation. This quantitative survey research aims to analyze the influence of Instagram content appeal (X) on the audience's interest in participating in the Marina Beauty Journey (Y) program. The study collected data from 100 female followers of the @sahabatmarina account, aged 15-25, who had been exposed to MBJ promotional content. Data analysis utilized simple linear regression. The descriptive analysis results showed that the appeal of @sahabatmarina’s content was perceived as Very High (Mean: 4.41), with Visual and Emotional indicators being the most dominant (Mean: 4.50), reflecting the effectiveness of aesthetic visuals and self-empowerment messaging. The audience's interest in joining the program was also categorized as Very High (Mean: 4.23), primarily demonstrated through the Interaction indicator (Mean: 4.33). The regression analysis confirmed a positive and significant influence of content appeal on audience interest, as indicated by a significance value of p<0.001 and a positive coefficient (beta = 0.622). The coefficient of determination (R2) indicated that content appeal contributed 41.0% to the formation of audience interest, while the remaining 59.0% was influenced by other external factors. In conclusion, the brand's digital content strategy, emphasizing strong visual and emotional connection, is highly effective in driving audience engagement and stimulating participation in its brand activation programs.

This research is motivated by the widespread use of non-standard Indonesian on social media, which has resulted in low public awareness of the importance of implementing Indonesian according to the rules.The purpose of this study is to analyze Instagram users’ awareness of using standard Indonesian words and to assess the effectiveness of language coaching through social media. The research employed a qualitative descriptive method with a case study approach, where data were collected through polls using the Instagram Story feature, observation of uploaded content, and analysis of audience interactions between account managers and followers. The findings show that most social media users still tend to use nonstandard word forms in daily communication. However, after receiving coaching through educational content, there was a significant improvement in understanding and applying standard word forms. This study concludes that Instagram can serve as an effective and engaging medium for language development, as it can reach diverse audiences and encourage users to be more aware, responsible, and wise in using proper Indonesian according to the norms of the Kamus Besar Bahasa Indonesia (KBBI) and the Pedoman Umum Ejaan Bahasa Indonesia (PUEBI).

The Public Relations of the Prosperous Justice Party (PKS) utilizes Instagram social media as a strategic platform to influence the party's image. PKS is portrayed as an Islamic-based political party that uses the path of da'wah in its political endeavors and strives to strengthen its image through content on Instagram social media. The objectives of this research are to measure 1) the content of the @pk_sejahtera Instagram social media, 2) the image of PKS, and 3) the influence of Instagram social media content on the image of PKS. The theories used are content pillars theory, image theory, and SOR (Stimulus-Organism-Response) theory. This research methodology uses a quantitative approach with a survey method and the sampling technique used is random sampling. The population consists of 2,577 followers of @pk_sejahtera on Instagram who commented or interacted on 68 content items related to activities, education, and entertainment from April 20 - May 20, 2025. The sample size is 96 respondents. Data collection techniques involved distributing closed online questionnaires. The research results show that variable X (credible, shareable, useful or fun, interesting, relevant, different, and on-brand) obtained an average value of 3.66 and is categorized as high, indicating that the presented content is positively evaluated, capable of attracting attention, clearly conveys messages, and builds engagement with its followers. Variable Y (visibility, clarity, and uniqueness) has an average value of 3.72 and is categorized as high, indicating that the image of PKS has been positively formed, appearing visible, clear, and unique. The influence of Instagram social media content on the image of PKS is obtained through an R Square value of 0.639 and a t-count value (12.908) > t-table (1.985), indicating a significant influence between Instagram social media content and the image of PKS, with 63.9% of the PKS image being influenced by Instagram social media content and the remaining 36.1% influenced by other factors outside the research variables. This research proves that Instagram social media content has a significant influence on the image of PKS.

Social media represents a significant advancement in information technology that plays an essential role in facilitating communication and social interaction within society. Environmental care behavior reflects individual efforts to support and promote environmental sustainability. This study specifically targets Generation Z and millennials as future generations, emphasizing the importance of instilling environmental awareness and encouraging the maintenance of environmental cleanliness in all settings. Based on these considerations, the Instagram account @pandawaragroup was selected as the independent variable of this study, with a primary focus on environmental care behavior influenced by the content shared on the account. This research aims to examine the extent to which the Instagram account @pandawaragroup affects environmental care behavior. A quantitative research approach was employed, utilizing a random sampling technique by distributing questionnaires to 100 respondents who are followers of the @pandawaragroup Instagram account. Data analysis was conducted using simple linear regression with the assistance of IBM SPSS version 2025. The results of the hypothesis testing indicate that the use of the Instagram account @pandawaragroup has a significant effect on environmental care behavior, with a coefficient of determination of 17%. This finding suggests that the Instagram account @pandawaragroup contributes 17% to shaping environmental care behavior, while the remaining 83% is influenced by other factors beyond the scope of this study.

This study aims to determine the influence of Jejuby's TikTok content on the purchasing decisions of followers of the @jejubyofficial TikTok account. In today's digital age, social media platforms like TikTok have become one of the most effective promotional tools for reaching consumers, particularly in the beauty and skincare industry. Jejuby, as a local brand on the rise, actively leverages TikTok as a marketing platform by creating various types of content, including tutorials, testimonials, and visually appealing content. The theories used in this study are the Marketing Communication Theory with dimensions: Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct and Digital Marketing. The Content Theory with dimensions: Credible, Shareable, Useful or Fun, Interesting, Relevant, Different, On Brand. The Purchase Decision Theory with dimensions: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior. This study used a quantitative approach with a survey method. Sampling was conducted using simple random sampling and calculated using the Slovin formula with a margin of error of 5%. Data collection was carried out by distributing questionnaires to 92 respondents who were followers of the @jejubyofficial TikTok account. The research instrument was tested using validity and reliability tests, while data analysis was conducted using simple linear regression with a correlation coefficient (R) value of 0.711 in the strong category. The coefficient of determination (R²) value of 0.506 indicates that 50.6% of purchasing decisions are influenced by TikTok content, while 49.4% are influenced by other factors. The research results for TikTok content had an average of 3.47, while purchase decisions had an average of 3.54. The research results indicate that there is a significant influence between Jejuby's TikTok content and its followers' purchase decisions. This means that content packaged in a relevant manner and aligned with the brand's identity can influence consumers' decisions to purchase Jejuby products.

Preaching the Gospel is an obligation for every believer, a duty and calling as followers of Christ. This can be achieved through various methods to reach every tribe or region, in the context of preaching the Gospel. This preaching of the Gospel can be done using the methods God has given to humans to proclaim His name to all people, including the Dayak Kanayatn tribe, located in Landak Regency, West Kalimantan. A contextual approach is needed as a strategy in preaching the Gospel. The purpose of this study is to determine the cultural and evangelistic approaches to changing poverty, ignorance, and backwardness among the Dayak Kanayatn tribe. By employing a descriptive historical approach, namely utilizing data, archives, and past documents, it is possible to understand a current situation and derive insights that can inform future decisions. Data collection techniques include literature studies, interviews, and observations. The results of this study are an approach through culture, evangelism, and discipleship that can be used as a strategy to change the backwardness of the Dayak Kanayatn tribe.

Limited digital literacy remains a challenge for micro, small, and medium enterprises (MSMEs) in utilizing social media as a marketing tool. MSMEs TSB LURE in Bangka Kota Village, South Bangka Regency, face problems in expanding their market reach because their marketing strategies are still conventional. This community service activity aims to improve the digital marketing capacity of MSMEs through the use of the TikTok platform. The method used is Participatory Action Research (PAR), which actively involves partners in every stage of the activity, from problem identification, digital literacy training, content production assistance, to the implementation of TikTok Shop with the yellow basket feature. The results of the activity showed significant improvements, namely an increase in followers from 15 to 245, an increase in promotional content from 0 to 12, audience interaction reaching more than 350, and 65 clicks on the yellow basket. These achievements not only increased product visibility but also fostered social change in the form of the emergence of creative youth groups, local leaders from SME actors, and new awareness about the use of digital technology in supporting the local creative economy.

The current increasingly fierce business competition, coupled with the emergence of new businesses, has prompted businesspeople to seek ways to dominate and maintain their market share, including in the skincare and cosmetics business. The purpose of this study is to identify brand ambassadors, to identify Instagram content, to identify brand image, to partially measure the influence of Kim Soo Hyun as a brand ambassador on brand image, to partially measure the influence of Instagram content on brand image, and to simultaneously measure the influence of brand ambassadors and Instagram content on brand image. The theory used for variable X1 is brand ambassador with the dimensions of visibility, credibility, attractiveness, and power. X2 is Instagram content with the dimensions of credible, shareable, useful or fun, interesting, relevant, different, and on brand. Variable Y is brand image with the dimensions of brand identity, brand personality, brand association, brand attitude, and behavior. This study uses a quantitative approach with a survey method. The data collection technique uses a questionnaire distributed to 135 respondents who are followers of the @youbeauty_idn account. The data analysis technique used was multiple linear regression. The sampling technique used was simple random sampling. The results of this study showed that the partial effect of X1 on Y was 44.7%, the partial effect of X2 on Y was 70.5%, and the simultaneous effect of X1 and X2 on Y was 71.8%, with the remaining 28.2% being influenced by factors outside the variables.  

Social media has become a new communication space that allows for the rapid and widespread dissemination of information, including on public issues. One of the platforms that is often used is social media X (formerly Twitter), where users can express their opinions and shape public perception. This study is entitled "The Influence of Hate Speech by Admin @keretacepatid on Patrick Kluivert (National Team Coach) on the Level of Followers' Perception on Social Media X" which aims to determine how hatred influences the formation of perceptions of social media users. This study uses a quantitative approach with a survey method and data collection techniques through online questionnaires to followers of the @keretacepatid account. The results of the study indicate that there is a significant influence of hatred on followers' perceptions. Some respondents showed a dominant attitude, namely agreeing with the negative narrative built by the account against Patrick Kluivert, while others were in a negotiating position, namely understanding the context of the speech but still considering Kluivert's professional background as a national team coach. This finding is the importance of ethical and responsible digital communication management in shaping public opinion in the era of social media.

This study investigates the occurrence and functions of nonstandard language variation in Instagram headlines posted by @folkative, a popular digital media account known for its creative use of informal language. Despite the growing attention to social media discourse, little research has focused on how nonstandard forms operate in short, attention-grabbing digital headlines. Guided by Labov’s (1972) variationist sociolinguistic framework, this study employs a descriptive qualitative method complemented by simple quantification. The data consist of headlines uploaded by @folkative throughout September 2025. The analysis reveals four main types of nonstandard variation: code-mixing, nonstandard spelling, colloquial expressions, and lexical innovation. Among these, code-mixing appears most frequently (33.93%). The use of nonstandard language is not arbitrary but rather reflects deliberate stylistic and social choices. These variations serve several communicative and pragmatic functions, including attracting readers’ attention, conveying humor, saving space within limited character counts, expressing solidarity with followers, and constructing a modern, cosmopolitan online identity. The findings demonstrate that nonstandard language in Instagram headlines contributes to meaning-making and audience engagement, showing how Indonesian users creatively manipulate linguistic resources to suit digital communication norms.

Environmental issues are becoming increasingly urgent, particularly the worsening clean water crisis, which requires effective mass communication to raise awareness and encourage community involvement. Social media has emerged as a strategic platform for disseminating information and promoting environmental actions. PandawaraGroup, a dedicated TikTok account focusing on environmental issues, utilizes persuasive communication to encourage positive actions. This study aims to examine the influence of persuasive communication by the @PandawaraGroup TikTok account on followers’ interest in participating in social actions. The research employed a quantitative method with data collected through an online questionnaire (Google Form) distributed to 100 respondents who are followers of the account. Data analysis was conducted using simple linear regression along with descriptive tests, validity, reliability, and dimensional analysis. The findings reveal that persuasive communication from @PandawaraGroup has a moderate influence on followers’ interest in engaging in social actions. Based on these results, the study suggests that @PandawaraGroup should strengthen follower engagement through active interactions, such as responding to comments and direct messages, as well as organizing regular Q&A or discussion sessions. Furthermore, diversifying content with creative approaches is essential to maintain audience interest and relevance. These strategies are expected to enhance the effectiveness of @PandawaraGroup in promoting environmental awareness and public participation.

The growth of modern technology has brought about numerous changes and new developments. Things that were previously considered unimaginable are now seen as commonplace and intriguing to many people. One example is the internet. Digitization can now be applied to all types of businesses, from the smallest to the largest. The formulation of marketing strategies has become more effective with this digitization. This study aims to examine the digital marketing activities of PT AkzoNobel Car Refinishes Indonesia on the Instagram social media platform. The research is conducted to review the uploaded content, engagement with followers, and their impact on the brand and sales. Data were obtained from direct experience during the internship process at the company. Research has shown that with proper and effective use, Instagram has provided considerable excitement for the company and its managers to utilize.

Believers, both in the time of Jesus and in today’s context, live in situations shaped by social, political, economic, religious, and cultural influences that often give rise to anxiety and doubt about God’s providence. In Luke 12:22–32, Jesus delivers a teaching that prohibits worry and calls His followers to direct their hearts toward the Kingdom of God. For those living under Roman rule, these words were a source of comfort and encouragement to remain steadfast in their faith in God’s power, and for believers today, the same message continues to be relevant as guidance for managing worry with trust and hope. This study seeks to analyze Luke 12:22–32 from the perspective of the theology of God’s providence and to explain its implications for contemporary Christian life. The findings emphasize three key points: first, the passage affirms God as a sovereign, loving Father who cares deeply for His people; second, God’s providence includes both physical and spiritual needs, thus framing faith as an active trust that combines prayer, hope, and concrete action; and third, reflection on God’s providence strengthens believers to face modern anxieties by prioritizing the Kingdom of God, practicing spiritual discipline, and embodying solidarity with others. Although limited in scope as a textual study without cultural or empirical application, this research contributes significantly to understanding God’s providence in Luke 12:22–32 and underlines its relevance for addressing contemporary challenges while encouraging Christians to live out their faith in tangible ways.